1. Marketing Toolbox
What’s Right for Your Company?
Barbara Shuck, FSMPS, CPSM
Wilson & Company, Inc., Engineers & Architects
Barbara.shuck@wilsonco.com
@barbarashuck
2. Who Are We?
• What types of businesses do we have here?
• Are they B2B or B2C?
• What would you say is your marketing level?
– Beginner, Intermediate, Guru
• What’s working well for your business?
• What are you hoping to learn from this session?
4. Product
• What is the need that is creating this opportunity?
• What does the customer want?
• How and where will it be used?
• What size(s), color(s) and so on should it be?
• What is it called?
• How is it branded?
• How is it differentiated versus your competitors?
5. Price
• What is the value of the product or service to the
buyer?
• Are there established price points?
• Is the customer price sensitive?
– Will a small decrease in price gain you extra market
share?
– Or will a small increase be indiscernible and so gain
you extra profit margin?
• How does your price compare with your
competitors?
6. Promotion
• Where and when can you get across your
marketing message to your target market?
• How will you reach your audience? Advertising,
TV, radio? Using direct mail? Through PR? On
the Internet?
• When is the best time to promote? Is there
seasonality in the market?
• What is the factual argument for why you are
superior?
7. Place
• Where do buyers look for your product or
service?
• If they look in a store, what kind?
• Do you need to use a sales force?
• What do your competitors do, and how can you
learn from that and/or differentiate?
8. People
• What is the company’s philosophy about customer
service?
• What are the company’s practices for recruiting and
training the right staff to create competitive advantage?
• What is the customer experience with your staff,
considering it’s what they can see and interact with in
service delivery?
• How is the phone answered, questions responded to,
face-to-face interactions conducted?
9. Process
• How are your services delivered?
• What is your firm’s philosophy about quality
control?
• How do you handle customer complaints,
identify customer needs and requirements,
ordering, etc.?
10. Physical Evidence
• Where is the service being delivered from?
• How is your company distinguished from your
competitors?
• Can you charge a premium price for your
service?
• How do you create a positive experience for
your customers?
12. Marketing Resources
• www.ama.org
• Outside In, The Power of Putting Customers at the Center of Your Business, Harley
Manning, Kerry Bodine
• The Collapse of Distinction, Scott McKain, www.scottmckain.com
• Getting to Yes, Roger Fisher and William Ury
• The Mackay 66 - www.harveymackay.com
• Little Red Book of Selling, Jeffrey Gitomer
• How to Win Friends and Influence People, Dale Carnegie
• The Medici Effect, Frans Johansson
• Built to Last, James Collins and Jerry Porras
• What they Don’t Teach You in Sales 101, Steven Drozdeck, Joseph Yeager, Linda
Sommer
• The Trendmaster’s Guide: Get a Jump on What your Customer Wants Next, Robyn
Waters
• First, Break All the Rules, Marcus Buckingham and Curt Coffman
• www.Fastcompany.com
30. Marketing – is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
- American Marketing Association
