SlideShare a Scribd company logo
• Marketing your value proposition
• Marketing strategies and the 4 Ps
• Internal and external marketing
• Which communications channel are best?
• Marketing takeaways
Value Proposition
Answers the question:
Why should your customer buy
from you rather than your
competitors?
Value Proposition
A value proposition is a positioning statement that explains what
benefit you provide, for who, and how you do it uniquely well.
It describes your target buyer, the pain point you solve, and why
you’re distinctly better than the alternatives.
Put yourself in your customer’s
shoes
• Don’t fall in love with your product or service.
• Your customer’s needs must be satisfied.
• Step back from daily operations and scrutinize their needs. (only
3% of people return to a restaurant for the food)
• Unique might be: quality, convenience, reliability, friendliness,
cleanliness, courtesy or customer service.
• Price is never the only reason people buy.
Know what motivates your customers’
behaviour and buying decisions.
• Be an amateur psychologist to know what motivates customers.
• Go beyond traditional demographics (age, gender, race, income,
location) to internal and external motivations.
• Consider learned behaviour, attitude, culture, peer pressure,…
• People buy based on their desires. Cosmetics and liquor companies
know the value of psychologically oriented promotion.
Communicating your Value
proposition - Elevator pitch
• It’s OK to sound sales-y as long as the concept is clear.
• You can use words like original, pioneering, certified, leading,
market leader, etc.
Communicating your Value
proposition - Elevator pitch
Avoid STOP words or expressions that make people take a pause.
“We provide full stack integrated marketing solutions to
SME’s in Canada and the US.”
Communicating your Value
proposition - Elevator pitch
Avoid buzzwords, corporate jargon and whatever the latest marketing
trend happens to be.
Outside the box, streamline, push the envelope, synergy,
paradigm shift, content marketing,…
Communicating your Value
proposition - Elevator pitch
Use a question in your pitch.
Do you have a steady stream of new customers?
I am in the business of finding your customer. I help you
understand their needs, write messaging that will clearly
communicate your ability to satisfy those needs for them,
and chose the best media channels so they will know you
exist and where to find you.
Marketing mix
MARKETING MIX.
Refers to all the controllable actions and tactics a company can
use to promote its brand, product or service. This involves some
variations on PRICE, PRODUCT OR SERVICE, PLACE and
PROMOTION.
MARKETING STRATEGIES AND THE 4P’S.
price
Directly linked to your positioning IE: how consumers perceive your
offering.
If you offer leadership or high end products or services, you shouldn’t
discount or compete on price. You should also avoid price wars with
competitors.
If you are perceived as a commodity, you must either change the
perception via new positioning (if it is incorrect) or compete on price.
product or service
The best marketing is having a strong
product or service
It must solve the customer’s
problems and make their lives better.
You are not selling a product, you are
selling the benefits it provides.
place
Refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for them to buy it, is the main objective
of a good distribution strategy.
IE: Location, location , location.
promotion
Refers to all communications activities used to make the product or
service known to customers.
Advertising, word of mouth, press reports, incentives, direct
marketing, contests,…
Internal/external
Internal and external
marketing
What is the difference between internal and external marketing?
external marketing
External marketing is the
action or business of
promoting and selling
services or products,
including market research
and advertising to clients
and potential clients.
external marketing
• Target group is customers
• Communication between firm and customers
• Includes advertising, newsletters, word of mouth
• Increase customer satisfaction/experience
• Public relations
• Keyword: relationship and nurturing
• Customer retention is vital
• Requires analysis, control and feedback
• Operational
Internal marketing
With an internal marketing strategy,
employees are treated as “internal
customers” who must be convinced
of a company’s vision and worth just
as aggressively as “external
customers”.
internal marketing
• Target group is employees
• Communication between firm and employees
• Features may include salary increase, transfers, staff benefits,
recognition…
• Increase job satisfaction
• Keyword: Partnership
• Retention of employees is vital
• Requires vision and planning
• Strategic and tactical
Best media
which media is the best?
Confidence in advertising
Traditional media vs digital
Confidence in advertising
Forrester research estimates Ad fraud alone led to an estimated $7.4
billion in losses just in 2016, and they estimate it will grow to $11
billion by 2021 if steps are not taken to prevent fraudulent online
advertising activity.
Make your product the best it can be
Make sure your messaging is authentic
Treat everyone with respect
Get your customers to talk about you.
Confidence in advertising
Confidence in advertising
Didi not identify the fact that
she was paid for this
advertisement.
#ad #spon
Confidence in advertising
Well under half (41%) of Facebook users
trust them to obey privacy laws and
adequately protect personal data
Traditional vs digital
Chesterville sept 2018
traditional media
Trade Shows
Cold calls
Face to face (still the best available!)
Direct mail
Print media
Television
Radio
digital media
Web
Social media
Email marketing
Pay per click /Pay per impression
Buzz marketing
Native advertising
Online directories (nearest.com)
traditional advertising
Measured by volume: How many people can I reach?
What is the newspaper’s readership?
How many people listen to this radio station?
What is the viewership for that TV station?
Ads are purchased based on how many people you can reach.
digital advertising
Targeted to a specific persona instead of a blanket message for a mass
audience…
Tailor your message and get it in front of the exact audience you want.
Then, you can literally follow them around the internet with
retargeting, geo-targeting, and other tools
pairing digital and traditional
Some reports conclude that digital media is far less effective than
traditional media when it comes to brand recall.
Digital ad recall – 30%
Television ad recall – 60%
Purchase intent increases to as much as 80% when consumers are
exposed to brands across multiple platforms.
A successful media strategy is one that combines traditional and digital
media.
pairing digital and traditional
Digital and traditional advertising can easily coexist in your strategy
without crossing paths.
But they are even more impactful when you use them to complement
each other.
print and display
If running a campaign in a local
paper, you should mirror the
distribution with a digital
campaign. You will reach
readership in print and online.
Ad saturation will reach the same
market multiple times
transit and mobile
Transit ads are an excellent
method of saturating a geographic
market.
Commuters access their mobile
devices. Through geo-targeting we
can reach them with supporting
ads.
TV and programmatic
Run condensed versions of TV ads
on related websites.
Have viewers interact with you
while they are watching.
billboard and banner
Banners are the billboard of the
internet.
Strategy: grab attention with eye
catching graphic and a few
carefully chosen locations.
Message must be clear and
memorable in both mediums.
takeaways
Chesterville sept 2018
Marketing is a game of
assumptions
“ The less we assume and the more we ask, the more we succeed”
Create a campaign (email, social media, phone) to ask your customers
and prospects what they want and need from you.
Don’t underestimate the power
of a community
To build trust and help people, investing in a community is a no-brainer.
Find ways to build a following of people who help each other and help
you. Need ideas for content? Need intel on a competitor ? Ask the
community.
Video is the present
If you are not investing in video as a core part of your marketing efforts
to build awareness of your brand, be helpful to your customers and
prospects by giving them valuable information and engage with them
during all steps in the sales process, you will be left behind by the
competition.
Content marketing favors the bold
The world is increasingly competitive when it comes to
fight for attention.
Be bold and creative with your content. Don’t do the
same old boring content. It doesn’t grab attention
anymore.
Helpfulness should be in every Value
Proposition
You must be willing to share information to help your
core audience of prospects and customers succeed.
Once people genuinely trust that you’re here to help
them, that’s when the real sales process begins.
Bernard Charlebois
Boumstrategies
613 720-0248
text “marketing” to 613 900-2070 for
a copy of this presentation

More Related Content

What's hot

Understanding Integrated Marketing Communication
Understanding  Integrated Marketing CommunicationUnderstanding  Integrated Marketing Communication
Understanding Integrated Marketing Communication
Anubha Rastogi
 
Stimulation marketing
Stimulation marketingStimulation marketing
Stimulation marketing
Dr Mekowulu Favour
 
Fusing Online and Offline Marketing
Fusing Online and Offline MarketingFusing Online and Offline Marketing
Fusing Online and Offline Marketing
Mercy Rop- Digital Marketing Training
 
Customer Evangelism
Customer EvangelismCustomer Evangelism
Customer Evangelism
Prakash Ranjan
 
Creativity in Marketing Today
Creativity in Marketing TodayCreativity in Marketing Today
Creativity in Marketing Today
Lori Fisher
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communications
Tom Chapman
 
Direct Marketing
Direct MarketingDirect Marketing
Direct Marketing
Siddharth Sharma
 
Marketing strategies
Marketing strategies Marketing strategies
Marketing strategies
marketpedia_k
 
Marketing 5.0 philip kotler
Marketing 5.0 philip kotlerMarketing 5.0 philip kotler
Marketing 5.0 philip kotler
Ahmed AliKasem
 
Traditional Versus Online Marketing
Traditional Versus Online MarketingTraditional Versus Online Marketing
Traditional Versus Online Marketing
MeasurementMarketing.io
 
Retail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session OneRetail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session One
Jessica Brown
 
Tradition cum Modern Marketing
Tradition cum Modern MarketingTradition cum Modern Marketing
Tradition cum Modern Marketing
Nandhini Nakkeeran
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
trainingsales
 
The Simple Marketing System - Customer lifecycle
The Simple Marketing System - Customer lifecycleThe Simple Marketing System - Customer lifecycle
The Simple Marketing System - Customer lifecycle
MacInnis Marketing
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
Chris Huebner
 
Direct Marketing -MIS Presentation
Direct Marketing -MIS PresentationDirect Marketing -MIS Presentation
Direct Marketing -MIS Presentation
Richie Dhillon
 
Lead Generation in the Social Media Age
Lead Generation in the Social Media AgeLead Generation in the Social Media Age
Lead Generation in the Social Media Age
Nathanial Bibby
 
Introduction to Integrated Marketing Communication
Introduction to Integrated Marketing CommunicationIntroduction to Integrated Marketing Communication
Introduction to Integrated Marketing Communication
Anubha Rastogi
 
The Creative Concept Developement
The Creative Concept DevelopementThe Creative Concept Developement
The Creative Concept Developement
Anubha Rastogi
 

What's hot (19)

Understanding Integrated Marketing Communication
Understanding  Integrated Marketing CommunicationUnderstanding  Integrated Marketing Communication
Understanding Integrated Marketing Communication
 
Stimulation marketing
Stimulation marketingStimulation marketing
Stimulation marketing
 
Fusing Online and Offline Marketing
Fusing Online and Offline MarketingFusing Online and Offline Marketing
Fusing Online and Offline Marketing
 
Customer Evangelism
Customer EvangelismCustomer Evangelism
Customer Evangelism
 
Creativity in Marketing Today
Creativity in Marketing TodayCreativity in Marketing Today
Creativity in Marketing Today
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communications
 
Direct Marketing
Direct MarketingDirect Marketing
Direct Marketing
 
Marketing strategies
Marketing strategies Marketing strategies
Marketing strategies
 
Marketing 5.0 philip kotler
Marketing 5.0 philip kotlerMarketing 5.0 philip kotler
Marketing 5.0 philip kotler
 
Traditional Versus Online Marketing
Traditional Versus Online MarketingTraditional Versus Online Marketing
Traditional Versus Online Marketing
 
Retail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session OneRetail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session One
 
Tradition cum Modern Marketing
Tradition cum Modern MarketingTradition cum Modern Marketing
Tradition cum Modern Marketing
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
The Simple Marketing System - Customer lifecycle
The Simple Marketing System - Customer lifecycleThe Simple Marketing System - Customer lifecycle
The Simple Marketing System - Customer lifecycle
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
Direct Marketing -MIS Presentation
Direct Marketing -MIS PresentationDirect Marketing -MIS Presentation
Direct Marketing -MIS Presentation
 
Lead Generation in the Social Media Age
Lead Generation in the Social Media AgeLead Generation in the Social Media Age
Lead Generation in the Social Media Age
 
Introduction to Integrated Marketing Communication
Introduction to Integrated Marketing CommunicationIntroduction to Integrated Marketing Communication
Introduction to Integrated Marketing Communication
 
The Creative Concept Developement
The Creative Concept DevelopementThe Creative Concept Developement
The Creative Concept Developement
 

Similar to Chesterville sept 2018

intro to MM.pptx
intro to MM.pptxintro to MM.pptx
intro to MM.pptx
KrishiPatel25
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing
ravneetubs
 
Marketing adv
Marketing advMarketing adv
Marketing adv
JessmayaMorales
 
Marketing
MarketingMarketing
Marketing
nazneen panwar
 
The Art and Science of Marketing
The Art and Science of MarketingThe Art and Science of Marketing
The Art and Science of Marketing
Marketing with a Flair
 
Push & Pull Strategy international Markets
Push & Pull Strategy international MarketsPush & Pull Strategy international Markets
Push & Pull Strategy international Markets
Adil Suleman
 
Marketing Strategies in 2020
Marketing Strategies in 2020Marketing Strategies in 2020
Marketing Strategies in 2020
Martin van Vliet
 
Branding in the 21st century by imran
Branding in the 21st century  by imranBranding in the 21st century  by imran
Branding in the 21st century by imran
Imran Hussain
 
Marketing mix 7 p's
Marketing mix   7 p'sMarketing mix   7 p's
Marketing mix 7 p's
Harshit Chadha
 
What are niches in marketing
What are niches in marketingWhat are niches in marketing
What are niches in marketing
WebBusinessCreation
 
Digital Retail Training Session One
Digital Retail Training Session OneDigital Retail Training Session One
Digital Retail Training Session One
Jessica Brown
 
Advertising
AdvertisingAdvertising
Advertising
Tejinderpal Bhangu
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
OmniPlan
 
Aanc mark101 040512
Aanc mark101 040512Aanc mark101 040512
Aanc mark101 040512
Tom George
 
Marketing Mix
Marketing MixMarketing Mix
Marketing Mix
Sheetal Wagh
 
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIXPROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
Vivian Jaque Martinez
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
Anthony William Tucker
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
Rogers State University Innovation Center
 
4psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp014psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp01
DNS Entrepreneurship Center
 
understanding Marketing
understanding Marketingunderstanding Marketing
understanding Marketing
sachin204a
 

Similar to Chesterville sept 2018 (20)

intro to MM.pptx
intro to MM.pptxintro to MM.pptx
intro to MM.pptx
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing
 
Marketing adv
Marketing advMarketing adv
Marketing adv
 
Marketing
MarketingMarketing
Marketing
 
The Art and Science of Marketing
The Art and Science of MarketingThe Art and Science of Marketing
The Art and Science of Marketing
 
Push & Pull Strategy international Markets
Push & Pull Strategy international MarketsPush & Pull Strategy international Markets
Push & Pull Strategy international Markets
 
Marketing Strategies in 2020
Marketing Strategies in 2020Marketing Strategies in 2020
Marketing Strategies in 2020
 
Branding in the 21st century by imran
Branding in the 21st century  by imranBranding in the 21st century  by imran
Branding in the 21st century by imran
 
Marketing mix 7 p's
Marketing mix   7 p'sMarketing mix   7 p's
Marketing mix 7 p's
 
What are niches in marketing
What are niches in marketingWhat are niches in marketing
What are niches in marketing
 
Digital Retail Training Session One
Digital Retail Training Session OneDigital Retail Training Session One
Digital Retail Training Session One
 
Advertising
AdvertisingAdvertising
Advertising
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
 
Aanc mark101 040512
Aanc mark101 040512Aanc mark101 040512
Aanc mark101 040512
 
Marketing Mix
Marketing MixMarketing Mix
Marketing Mix
 
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIXPROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
 
4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer4 P's of Marketing: Confessions of a Guerrilla Marketer
4 P's of Marketing: Confessions of a Guerrilla Marketer
 
4psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp014psofmarketing nowata-130731093251-phpapp01
4psofmarketing nowata-130731093251-phpapp01
 
understanding Marketing
understanding Marketingunderstanding Marketing
understanding Marketing
 

More from Bernard Charlebois

Customer retention
Customer retentionCustomer retention
Customer retention
Bernard Charlebois
 
Entrepreneurship highs and lows
Entrepreneurship highs and lowsEntrepreneurship highs and lows
Entrepreneurship highs and lows
Bernard Charlebois
 
Work life harmony
Work life harmonyWork life harmony
Work life harmony
Bernard Charlebois
 
Lead generation
Lead generationLead generation
Lead generation
Bernard Charlebois
 
Value proposition
Value propositionValue proposition
Value proposition
Bernard Charlebois
 
Marketing and advertising
Marketing and advertisingMarketing and advertising
Marketing and advertising
Bernard Charlebois
 
Consumer behaviour decision process
Consumer behaviour decision processConsumer behaviour decision process
Consumer behaviour decision process
Bernard Charlebois
 
Confidence in media
Confidence in mediaConfidence in media
Confidence in media
Bernard Charlebois
 
Starter company Renfrew County
Starter company Renfrew CountyStarter company Renfrew County
Starter company Renfrew County
Bernard Charlebois
 
Chesterville seo
Chesterville seoChesterville seo
Chesterville seo
Bernard Charlebois
 
Chesterville SEO
Chesterville SEOChesterville SEO
Chesterville SEO
Bernard Charlebois
 
Search Engine Optimization (SEO)
Search Engine Optimization (SEO)Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
Bernard Charlebois
 
Casott employee conference 2015
Casott employee conference 2015Casott employee conference 2015
Casott employee conference 2015
Bernard Charlebois
 
Making your website accessible
Making your website accessibleMaking your website accessible
Making your website accessible
Bernard Charlebois
 
Online advertising and marketing
Online advertising and marketingOnline advertising and marketing
Online advertising and marketing
Bernard Charlebois
 
Présentation gestionnaire médias sociaux
Présentation gestionnaire médias sociauxPrésentation gestionnaire médias sociaux
Présentation gestionnaire médias sociaux
Bernard Charlebois
 
Présentation pour éducatrices -médias sociaux
Présentation pour éducatrices -médias sociauxPrésentation pour éducatrices -médias sociaux
Présentation pour éducatrices -médias sociaux
Bernard Charlebois
 
2Phase3 Seminar oct 2013
2Phase3 Seminar oct 20132Phase3 Seminar oct 2013
2Phase3 Seminar oct 2013
Bernard Charlebois
 
Google analytics
Google analyticsGoogle analytics
Google analytics
Bernard Charlebois
 
Webinaire medias sociaux 15janv2014
Webinaire medias sociaux 15janv2014Webinaire medias sociaux 15janv2014
Webinaire medias sociaux 15janv2014
Bernard Charlebois
 

More from Bernard Charlebois (20)

Customer retention
Customer retentionCustomer retention
Customer retention
 
Entrepreneurship highs and lows
Entrepreneurship highs and lowsEntrepreneurship highs and lows
Entrepreneurship highs and lows
 
Work life harmony
Work life harmonyWork life harmony
Work life harmony
 
Lead generation
Lead generationLead generation
Lead generation
 
Value proposition
Value propositionValue proposition
Value proposition
 
Marketing and advertising
Marketing and advertisingMarketing and advertising
Marketing and advertising
 
Consumer behaviour decision process
Consumer behaviour decision processConsumer behaviour decision process
Consumer behaviour decision process
 
Confidence in media
Confidence in mediaConfidence in media
Confidence in media
 
Starter company Renfrew County
Starter company Renfrew CountyStarter company Renfrew County
Starter company Renfrew County
 
Chesterville seo
Chesterville seoChesterville seo
Chesterville seo
 
Chesterville SEO
Chesterville SEOChesterville SEO
Chesterville SEO
 
Search Engine Optimization (SEO)
Search Engine Optimization (SEO)Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
 
Casott employee conference 2015
Casott employee conference 2015Casott employee conference 2015
Casott employee conference 2015
 
Making your website accessible
Making your website accessibleMaking your website accessible
Making your website accessible
 
Online advertising and marketing
Online advertising and marketingOnline advertising and marketing
Online advertising and marketing
 
Présentation gestionnaire médias sociaux
Présentation gestionnaire médias sociauxPrésentation gestionnaire médias sociaux
Présentation gestionnaire médias sociaux
 
Présentation pour éducatrices -médias sociaux
Présentation pour éducatrices -médias sociauxPrésentation pour éducatrices -médias sociaux
Présentation pour éducatrices -médias sociaux
 
2Phase3 Seminar oct 2013
2Phase3 Seminar oct 20132Phase3 Seminar oct 2013
2Phase3 Seminar oct 2013
 
Google analytics
Google analyticsGoogle analytics
Google analytics
 
Webinaire medias sociaux 15janv2014
Webinaire medias sociaux 15janv2014Webinaire medias sociaux 15janv2014
Webinaire medias sociaux 15janv2014
 

Recently uploaded

SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
GNW Consulting
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
CIIM
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
shahdmahmoudattia
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
The Sparks Foundation
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
VikasYadav194549
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
search engine jornal
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
solitaireshubham
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 
How to Get High-Quality Backlinks in 2024
How to Get High-Quality Backlinks in 2024How to Get High-Quality Backlinks in 2024
How to Get High-Quality Backlinks in 2024
Jomer Gregorio
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 

Recently uploaded (20)

SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale BertrandSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
 
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin LundPPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
PPC and SEO Synergies - Strategies Every Company Should Deploy - Benjamin Lund
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
3 Types Of PR & SEO Funnels That Will Maximize Conversions.pdf
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 
How to Get High-Quality Backlinks in 2024
How to Get High-Quality Backlinks in 2024How to Get High-Quality Backlinks in 2024
How to Get High-Quality Backlinks in 2024
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 

Chesterville sept 2018

  • 1. • Marketing your value proposition • Marketing strategies and the 4 Ps • Internal and external marketing • Which communications channel are best? • Marketing takeaways
  • 2. Value Proposition Answers the question: Why should your customer buy from you rather than your competitors?
  • 3. Value Proposition A value proposition is a positioning statement that explains what benefit you provide, for who, and how you do it uniquely well. It describes your target buyer, the pain point you solve, and why you’re distinctly better than the alternatives.
  • 4. Put yourself in your customer’s shoes • Don’t fall in love with your product or service. • Your customer’s needs must be satisfied. • Step back from daily operations and scrutinize their needs. (only 3% of people return to a restaurant for the food) • Unique might be: quality, convenience, reliability, friendliness, cleanliness, courtesy or customer service. • Price is never the only reason people buy.
  • 5. Know what motivates your customers’ behaviour and buying decisions. • Be an amateur psychologist to know what motivates customers. • Go beyond traditional demographics (age, gender, race, income, location) to internal and external motivations. • Consider learned behaviour, attitude, culture, peer pressure,… • People buy based on their desires. Cosmetics and liquor companies know the value of psychologically oriented promotion.
  • 6. Communicating your Value proposition - Elevator pitch • It’s OK to sound sales-y as long as the concept is clear. • You can use words like original, pioneering, certified, leading, market leader, etc.
  • 7. Communicating your Value proposition - Elevator pitch Avoid STOP words or expressions that make people take a pause. “We provide full stack integrated marketing solutions to SME’s in Canada and the US.”
  • 8. Communicating your Value proposition - Elevator pitch Avoid buzzwords, corporate jargon and whatever the latest marketing trend happens to be. Outside the box, streamline, push the envelope, synergy, paradigm shift, content marketing,…
  • 9. Communicating your Value proposition - Elevator pitch Use a question in your pitch. Do you have a steady stream of new customers? I am in the business of finding your customer. I help you understand their needs, write messaging that will clearly communicate your ability to satisfy those needs for them, and chose the best media channels so they will know you exist and where to find you. Marketing mix
  • 10. MARKETING MIX. Refers to all the controllable actions and tactics a company can use to promote its brand, product or service. This involves some variations on PRICE, PRODUCT OR SERVICE, PLACE and PROMOTION. MARKETING STRATEGIES AND THE 4P’S.
  • 11. price Directly linked to your positioning IE: how consumers perceive your offering. If you offer leadership or high end products or services, you shouldn’t discount or compete on price. You should also avoid price wars with competitors. If you are perceived as a commodity, you must either change the perception via new positioning (if it is incorrect) or compete on price.
  • 12. product or service The best marketing is having a strong product or service It must solve the customer’s problems and make their lives better. You are not selling a product, you are selling the benefits it provides.
  • 13. place Refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for them to buy it, is the main objective of a good distribution strategy. IE: Location, location , location.
  • 14. promotion Refers to all communications activities used to make the product or service known to customers. Advertising, word of mouth, press reports, incentives, direct marketing, contests,…
  • 16. Internal and external marketing What is the difference between internal and external marketing?
  • 17. external marketing External marketing is the action or business of promoting and selling services or products, including market research and advertising to clients and potential clients.
  • 18. external marketing • Target group is customers • Communication between firm and customers • Includes advertising, newsletters, word of mouth • Increase customer satisfaction/experience • Public relations • Keyword: relationship and nurturing • Customer retention is vital • Requires analysis, control and feedback • Operational
  • 19. Internal marketing With an internal marketing strategy, employees are treated as “internal customers” who must be convinced of a company’s vision and worth just as aggressively as “external customers”.
  • 20. internal marketing • Target group is employees • Communication between firm and employees • Features may include salary increase, transfers, staff benefits, recognition… • Increase job satisfaction • Keyword: Partnership • Retention of employees is vital • Requires vision and planning • Strategic and tactical Best media
  • 21. which media is the best? Confidence in advertising Traditional media vs digital
  • 22. Confidence in advertising Forrester research estimates Ad fraud alone led to an estimated $7.4 billion in losses just in 2016, and they estimate it will grow to $11 billion by 2021 if steps are not taken to prevent fraudulent online advertising activity. Make your product the best it can be Make sure your messaging is authentic Treat everyone with respect Get your customers to talk about you.
  • 24. Confidence in advertising Didi not identify the fact that she was paid for this advertisement. #ad #spon
  • 25. Confidence in advertising Well under half (41%) of Facebook users trust them to obey privacy laws and adequately protect personal data Traditional vs digital
  • 27. traditional media Trade Shows Cold calls Face to face (still the best available!) Direct mail Print media Television Radio
  • 28. digital media Web Social media Email marketing Pay per click /Pay per impression Buzz marketing Native advertising Online directories (nearest.com)
  • 29. traditional advertising Measured by volume: How many people can I reach? What is the newspaper’s readership? How many people listen to this radio station? What is the viewership for that TV station? Ads are purchased based on how many people you can reach.
  • 30. digital advertising Targeted to a specific persona instead of a blanket message for a mass audience… Tailor your message and get it in front of the exact audience you want. Then, you can literally follow them around the internet with retargeting, geo-targeting, and other tools
  • 31. pairing digital and traditional Some reports conclude that digital media is far less effective than traditional media when it comes to brand recall. Digital ad recall – 30% Television ad recall – 60% Purchase intent increases to as much as 80% when consumers are exposed to brands across multiple platforms. A successful media strategy is one that combines traditional and digital media.
  • 32. pairing digital and traditional Digital and traditional advertising can easily coexist in your strategy without crossing paths. But they are even more impactful when you use them to complement each other.
  • 33. print and display If running a campaign in a local paper, you should mirror the distribution with a digital campaign. You will reach readership in print and online. Ad saturation will reach the same market multiple times
  • 34. transit and mobile Transit ads are an excellent method of saturating a geographic market. Commuters access their mobile devices. Through geo-targeting we can reach them with supporting ads.
  • 35. TV and programmatic Run condensed versions of TV ads on related websites. Have viewers interact with you while they are watching.
  • 36. billboard and banner Banners are the billboard of the internet. Strategy: grab attention with eye catching graphic and a few carefully chosen locations. Message must be clear and memorable in both mediums. takeaways
  • 38. Marketing is a game of assumptions “ The less we assume and the more we ask, the more we succeed” Create a campaign (email, social media, phone) to ask your customers and prospects what they want and need from you.
  • 39. Don’t underestimate the power of a community To build trust and help people, investing in a community is a no-brainer. Find ways to build a following of people who help each other and help you. Need ideas for content? Need intel on a competitor ? Ask the community.
  • 40. Video is the present If you are not investing in video as a core part of your marketing efforts to build awareness of your brand, be helpful to your customers and prospects by giving them valuable information and engage with them during all steps in the sales process, you will be left behind by the competition.
  • 41. Content marketing favors the bold The world is increasingly competitive when it comes to fight for attention. Be bold and creative with your content. Don’t do the same old boring content. It doesn’t grab attention anymore.
  • 42. Helpfulness should be in every Value Proposition You must be willing to share information to help your core audience of prospects and customers succeed. Once people genuinely trust that you’re here to help them, that’s when the real sales process begins.
  • 43. Bernard Charlebois Boumstrategies 613 720-0248 text “marketing” to 613 900-2070 for a copy of this presentation