How to structure your marketing department for success in digital.

1. How to structure
your marketing
department for
success

2. HOW TO STRUCTURE YOUR
MARKETING DEPARTMENT FOR
SUCCESS

3. MY WIFE AND I LIKE TO HOST

4. The Calm

5. THE STORM

6. THE SOFA

7. HOW ON EARTH DO RESTAURANTS
DO IT?

8. THEY KNOW WHERE THEY ARE GOING & WHO THEY EXIST TO SERVE
(VISION & POSITIONING)

9. THEY HAVE GREAT MENUS AND FOOD
(PRODUCT)

10. THEY ARE IN THE RIGHT PLACE
(DISTRIBUTION)

11. THEY HAVE MULTIPLE SPECIALIST TEAMS

12. EVENTS
MARKETING
PLATE
PROMOTIONS TEAM KITCHEN FRONT OF HOUSE
SOUS
CHEF
SAUCIER
VISION & POSITIONING – MANAGEMENT TEAM
PRODUCT - HEAD CHEF
DISTRIBUTION - PROPERTY TEAM
BOOKINGS
MENU DESIGN
PASTRY CHEF FRY COOK
RESTAURANT
MANAGER
STRATEGY &
DIRECTION
ANALYTICS
HEAD
CHEF
DATA ANALYSIS - RESTAURANT MANAGER – WHAT is working? HOW can
performance improve?
WINE
WAITER
BARTENDER
WAITER

13. WHAT DO YOU EXPECT FROM YOUR HEAD CHEF?

14. WOULD YOU EXPECT ONE PERSON
TO TAKE CARE OF ALL OF YOUR
MARKETING?

15. WHAT IS A DIGITAL MARKETING
MANAGER?
• Looked at 100 job descriptions
• Analysed tasks and skills
WE FOUND
• No such thing. There is a huge difference between roles
• Conflict skill sets. Expectation to be both strategic and tactical
• Confusion between marketing and sales. Many roles
expecting marketers to sell

16. JOB DESCRIPTION EXAMPLE
Category Task
Networking Networking with a range of stakeholders;
Manage agencies Working closely with third party companies to implement campaigns
Sales Communicating directly with the end consumer
Social Media Managing Social media activity. Twitter, Facebook, Instagram, LinkedIn etc.
Marketing Materials
Developing and managing the production of marketing materials, including leaflets, posters,
flyers, newsletters, e-newsletters
Website Updates Updating the company’s website and presenting the analytics internally
Photoshop Using photoshop to design marketing materials
Proofing Copy Writing and proofreading copy;
Manage agencies Liaising and managing designers and printers;
Manage agencies Organizing photo shoots;
Strategy Arranging the effective distribution of marketing materials;
Database Maintaining and updating customer databases;
Events Organising and attending events. Conferences, seminars, and exhibitions;
Market Research Conducting market research, customer questionnaires and focus groups;
Strategy Developing, marketing plans and strategies;
Budget Managing the marketing budget;
Reporting Evaluating marketing campaigns;
Competitor Research Monitoring and reporting on competitor activity;
Sales Supporting the business development team and other colleagues.

17. SKILLS REQUESTED
• Strategy
• Reporting
• Finance/Budget
• Management
• Marketing
Materials
• Events
• Storytelling
• Creativity
• Copywriting
• Market
Research
• Networking
• Sales
• Social Media
• Website Updates
• Photoshop
• Database

18. WHAT DO YOU EXPECT FROM YOUR HEAD CHEF?

19. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION & POSITIONING – WHERE are we going? WHO do we serve?
PRODUCT –WHAT do we need to communicate?
DISTRIBUTION - WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?

20. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION & POSITIONING – WHERE are we going? WHO do we serve?
PRODUCT –WHAT do we need to communicate?
DISTRIBUTION - WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS

21. CURRENT SITUATION
• Impossible roles
• Unrealistic expectations are setting employees
up for failure = high turnover
• Setting your business up to fail

22. HOW WE WOULD DESCRIBE THE ROLE
Category Task
Vision WHERE are we going?
Positioning WHO do we serve?
Product WHAT do we want to communicate?
Reporting & Finance WHAT is working? HOW can performance improve?
Management Agency appointment and management

24. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION/ BRANDING – WHY communicate? WHAT do we want to achieve?
POSITIONING – To WHOM and WHAT do we need to communicate
DISTRIBUTION - HOW and WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
Revenue

25. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION/ BRANDING – WHY communicate? WHAT do we want to achieve?
POSITIONING – To WHOM and WHAT do we need to communicate
DISTRIBUTION - HOW and WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
Structure

26. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION/ BRANDING – WHY communicate? WHAT do we want to achieve?
POSITIONING – To WHOM and WHAT do we need to communicate
DISTRIBUTION - HOW and WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
Leadership

27. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION/ BRANDING – WHY communicate? WHAT do we want to achieve?
POSITIONING – To WHOM and WHAT do we need to communicate
DISTRIBUTION - HOW and WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
Succession

28. EMAIL
EVENTS
PR
WEBSITE
MARKET SIZE MARKET SHARE EXISTING CUSTOMERS
SEO PPC
VISION/ BRANDING – WHY communicate? WHAT do we want to achieve?
POSITIONING – To WHOM and WHAT do we need to communicate
DISTRIBUTION - HOW and WHERE will we communicate?
SOCIAL MEDIA
PRINT
AFFILIATES MARKET
PLACES
HELP
DESK
MARKETING
AUTOMATION
SALES
AGENTS
CRO
DATA ANALYSIS – WHAT is working? HOW can performance improve?
Assets

29. The choice zone

30. WE CAN HELP YOU WITH THAT
IN ‘THE CHOICE ZONE’ HAVE ALL OF THE
INFORMATION TO HAND

31. 22 Day Digital Marketing
Executive Course
Overview
FUNDAMENTALS
£5,500 + VAT
25 DAYS
Taught by some of the best Digital
Marketers in the region, Footprint
Fundamentals purpose is on gaining
practical experience on how to
succeed online.
WE CAN HELP YOU WITH THAT

32. ADVICE FOR SMES:
EMPLOY A HEAD CHEF
OUTSOURCE THE
REST

33. TAKING MY OWN ADVICE

38. 22 Day Digital Marketing
Executive Course
Overview
FUNDAMENTALS
£5,500 + VAT
25 DAYS
Taught by some of the best Digital
Marketers in the region, Footprint
Fundamentals purpose is on gaining
practical experience on how to
succeed online.
WE CAN HELP YOU WITH THAT