Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
Evolve Your Sales Approach Now Or Be Replaced By AutomationMike Kunkle
This is from my SMM Connect webinar on 09/27/2017. You can see the full webinar at: http://bit.ly/STSTonSMM-09272017
Forget about the Red Coats, Artificial Intelligence (AI) is coming! Yes, consultative sales reps will be around for long-time, but only those who can shift their approach to outcome selling.
In this webinar, sales transformation expert Mike Kunkle will share:
- Several prospecting approaches,
- A discovery approach, and
- An opportunity qualification approach…
… all geared toward defining outcomes, delivering value, and creating an unfair advantage to generate and win more deals.
Macronatomy® - Without Customers...There Is No Business!MarketAtomy, LLC
Welcome to Macronatomy® - The study of the generative marketing anatomy of a successful corporate environment. The Macronatomy® concept explores how effective marketing and branding efforts drive every other aspect associated with lead generation, creating customer awareness and eventually customer acceptance.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
Evolve Your Sales Approach Now Or Be Replaced By AutomationMike Kunkle
This is from my SMM Connect webinar on 09/27/2017. You can see the full webinar at: http://bit.ly/STSTonSMM-09272017
Forget about the Red Coats, Artificial Intelligence (AI) is coming! Yes, consultative sales reps will be around for long-time, but only those who can shift their approach to outcome selling.
In this webinar, sales transformation expert Mike Kunkle will share:
- Several prospecting approaches,
- A discovery approach, and
- An opportunity qualification approach…
… all geared toward defining outcomes, delivering value, and creating an unfair advantage to generate and win more deals.
Macronatomy® - Without Customers...There Is No Business!MarketAtomy, LLC
Welcome to Macronatomy® - The study of the generative marketing anatomy of a successful corporate environment. The Macronatomy® concept explores how effective marketing and branding efforts drive every other aspect associated with lead generation, creating customer awareness and eventually customer acceptance.
Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
“Why do salespeople love sales tips and quotes so much? It’s probably because we believe in our own potential, our capacity to learn and grow. We’re constantly striving to conquer new sales challenges, close new deals, and shatter old records.” ~ Ken Krogue, InsideSales.com
Learn how to go beyond the limitations of sales management and embrace the full potential of visionary sales leadership through this insightful presentation by Deb Brown, a nationally recognized Sales Effectiveness Expert.
17 Tips to Take Your Prospecting Skills to the Next LevelRAIN Group
Successful prospecting means stronger pipelines, more qualified opportunities, and increased closes. In this presentation, we share 17 tips for taking your prospecting skills to the next level.
Question: If you could offer a free Business Development tip what would it be ... here is 125 pages of tips offered from members of the LinkedIn group `Business Development the Missing Link Between Marketing & Sales`.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Business Strategy & Alignment to Project ManagementJonathan Donado
Strategy for Project Manager. It explains:
1. What is Business Strategy?
- History: the word Strategy
- Why Strategy Fails?
- Strategy Drivers (Business Model)
2. Alignment of Strategy to Project Management
- The role of a PMO Office in a corporation
3. Questions asked by Project Managers in relation to business strategy
The presentation provided on March 23rd to a joint event organized chapters in Chicago of the Project Management Institute (PMI) and the Association for Strategic Planning (ASP).
Presentation by Jonathan Donado
MBA - IESE
Senior Executive Fellows (SEF) - Harvard University
Connect with me on Twitter @donadosays
Strategy / Strategic Planning / SWOT / Business / PMI / PMP / Project Management
This is an overview of a webinar sponsored by the EcSell Institute and LucidEra. It focuses on the 6 Pillars of Sales Productivity and the importance of measurement to sales success in this difficult economy.
Modern Selling + Modern Learning = Sales GrowthMike Kunkle
These are the slides from my 7/17/2019 SMMConnect.com webinar. You can watch the webinar for free at https://www.smmconnect.com/events/1617?gref=mikek for registering (also free) for the SMMConnect.com website.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
“Why do salespeople love sales tips and quotes so much? It’s probably because we believe in our own potential, our capacity to learn and grow. We’re constantly striving to conquer new sales challenges, close new deals, and shatter old records.” ~ Ken Krogue, InsideSales.com
Learn how to go beyond the limitations of sales management and embrace the full potential of visionary sales leadership through this insightful presentation by Deb Brown, a nationally recognized Sales Effectiveness Expert.
17 Tips to Take Your Prospecting Skills to the Next LevelRAIN Group
Successful prospecting means stronger pipelines, more qualified opportunities, and increased closes. In this presentation, we share 17 tips for taking your prospecting skills to the next level.
Question: If you could offer a free Business Development tip what would it be ... here is 125 pages of tips offered from members of the LinkedIn group `Business Development the Missing Link Between Marketing & Sales`.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Business Strategy & Alignment to Project ManagementJonathan Donado
Strategy for Project Manager. It explains:
1. What is Business Strategy?
- History: the word Strategy
- Why Strategy Fails?
- Strategy Drivers (Business Model)
2. Alignment of Strategy to Project Management
- The role of a PMO Office in a corporation
3. Questions asked by Project Managers in relation to business strategy
The presentation provided on March 23rd to a joint event organized chapters in Chicago of the Project Management Institute (PMI) and the Association for Strategic Planning (ASP).
Presentation by Jonathan Donado
MBA - IESE
Senior Executive Fellows (SEF) - Harvard University
Connect with me on Twitter @donadosays
Strategy / Strategic Planning / SWOT / Business / PMI / PMP / Project Management
This is an overview of a webinar sponsored by the EcSell Institute and LucidEra. It focuses on the 6 Pillars of Sales Productivity and the importance of measurement to sales success in this difficult economy.
Modern Selling + Modern Learning = Sales GrowthMike Kunkle
These are the slides from my 7/17/2019 SMMConnect.com webinar. You can watch the webinar for free at https://www.smmconnect.com/events/1617?gref=mikek for registering (also free) for the SMMConnect.com website.
Marketing Communications Integrating Offline and Online with Social MediaHarshvardhan Saini
Marketing Communications Integrating Offline and Online with Social Media
PART TWO Communications Tools 263
12 Selling, sales management and key account management 265
Introduction 266
Managing the sales force 270
Extending the sales force 273
Advantages and disadvantages 278
Summary 278
References and further reading 279
Further information 279
13 Advertising online and offline 281
Introduction 282
New advertising 283
Managing an advertising campaign 289
Case study 13.1: T-Mobile 300
Case study 13.2: HEA drug education 304
Advantages and disadvantages 308
References and further reading 308
Further information 309
14 Publicity and public relations – online and offline 311
Introduction 312
New and old PR tools 317
Advantages and disadvantages of PR 328
Case study 14.1: Virgin Mobile’s new tariff 334
Case study 14.2: Meet the Stars in a Muzu.TV intimate environment 337
Advantages and disadvantages summary 338
References and further reading 339
Further information 339
15 Sponsorship – online and offline 341
Introduction 342
New and old sponsorship tools 343
Managing a sponsorship programme 345
Advantages and disadvantages of sponsorship 349
Case study 15.1: TSB’s Roy of the Rovers 352
Advantages and disadvantages summary 353
References and further reading 354
Further information 355
16 Sales promotions – online and offline 357
Introduction 358
New sales promotions 361
Managing a sales promotion 364
Case study 16.1: The V&A digital art promotion 370
Case study 16.2: Rap anti-knife campaign 371
Case study 16.3: Muzu.TV film soundtrack promotion 374
Advantages and disadvantages 376
References and further reading 377
Further information 377
18 Exhibitions – online and offline 401
Introduction 402
Managing exhibitions 402
12 reasons for poor performance 410
Case study 18.1: Sedgwick at RIMS Monte Carlo 410
Advantages and disadvantages 412
References and further reading 413
Further information 413
20 Packaging 425
Introduction 426
The designer’s tools 429
The packaging design process 435
Case study 20.1: Brand range development in India 438
Advantages and disadvantages 441
References and further reading 442
According to The American Marketing Association [1]: 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. ... Price – the value of the exchange between the customer and producer.
SALES MANAGEMENT
• Sales management means planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal Sales force. • “The management of Sales force” by American Marketing Association.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Sales!!
Doesn’t that sound boring , monotonous !!!
Instead
New business development
Account manager
Key account manager
Relationship manager
Marketing executive are often preferred
4. SELLING
• The purpose of selling is not just to sell.
• Master salespeople gather intelligence and build
relationships !
• Team selling may become more popular as –
research and development,
production, distribution,
sales,
marketing head
even legal and financial people work with the customer.
5. CONSULTATIVE SELLING
Looking at customers as partners with
whom a company wishes to develop a
long-term, repeat-business relationship
requires a shift in the business paradigm
from ‘selling to them’ to ‘working with
them.
6. KEY ACCOUNT MANAGEMENT (KAM)
• Key account management means managing the
most important customer relationships.
• Requires highly skilled senior salespeople or senior
management.
• Solutions selling and collaborative selling.
• Negotiating skills
• Legal skills (an understanding of legal issues and contracts).
9. MANAGING THE SALES FORCE
Types of salespeople
Recruiting
Training
Motivating
Controlling
10. THE 7P APPROACH TO SELLING
SKILLS
-approach identifies areas for skill improvement
1. Prospecting (looking for potential customers);
2. Preparation (objective setting, continual customer
research, etc);
3. Presentation (demonstration, discussion);
4. Possible problems (handling objections);
5. ‘Please give me the order’ (closing the sale or getting the
order);
6. Pen to paper (recording accurately all relevant details);
7. Post-sales service (developing the relationship).
11. RECRUITING
• Determining the right size and structure of the sales force.
• What is the optimum call frequency?
• Who should service the account?
• Recruitment is a continual process that demands skills, cash
and time.
# The New York Sales and Marketing Association (2002)
revealed that 71 per cent of customers buy from a
salesperson simply because they like and trust the
salesperson.
12. TRAINING
• Training is an ongoing affair, not a
one-off activity. It is a continuous
process. Like thinking, it requires
practice
• The three pieces of knowledge that
the professional salesperson must
have are:
1. Product knowledge (marketing mix,
features and benefits, and unique
selling propositions – USPs).
2. Market knowledge (customers and
competitors).
3. Company knowledge (history,
structure, etc).
13. MOTIVATING
• Publishing the monthly sales figures against
targets for each sales rep and circulating the
figures among the sales team.
leading to competition among members, which may inhibit them
from sharing ideas,contacts, leads and even closing techniques.
• Psychic income offers - being valued,
recognized, rewarded and challenged .
• Even a clap on the back, a thank-you !
14. Controlling the sales force involves analysing sales:
1. by product
2. by market or region
3. by salesperson
Sales can also be analysed by profitability or the
contribution each order makes towards the overall
profitability of the organization - encouraging the
salesperson to sell higher-margin products or services rather
than succumbing to the temptation of –
1) giving discounts
2) pushing easier
3) low- margin items.
CONTROLLING
15. TELEMARKETING
- used for appointment setting, lead generation, list building or cleaning, market
research, customer care and even shareholder communications.
MULTI-LEVEL MARKETING
- system of selling goods directly to customers through a network of self-
employed sales people.
manufacturer distributors,
more distributors more distributor .. . . . . .
Each distributor is on a particular level of discounts.
-effectively earning income on their own direct sales to the distributors they have
recruited.
16. SUMMARY
• Sales Force is a key marketing resource that can
determine the success or otherwise of any
organization.
• Sales teams and marketing people need to work
together more closely to share intelligence and leads
in a systematic process.
• Managing the sales resource requires clear
management skills.
17.
18. Advertisingis changing all the time.
morphing into dialogues,
social media,
user-generated content
and a myriad of wonderful new ways of communicating
with customers.
These includes -
1. Contextual advertising,
2. Behavioural advertising,
3. Location-based advertising,
4. User-generated ads,
5. Long-form and short- form ads,
6. Apps, social TV,
7. Postmodern ads
19. NEW ADVERTISING
METHODS
1. Contextual advertising and
behavioural
advertising
2. Location-based advertising
3. User-generated ads
4. Long-form ads
5. Short-form ads
6. Sponsored TV
7. Apps
8. Integrated mobile apps,
9. TV and social TV
10. Postmodern ads
20.
21.
22. MANAGING AN ADVERTISING CAMPAIGN
Full marketing plan,
- an advertising plan
- an integrated social media plan.
Situation –
What are the current sales trend, market share trend and overall market trend?
Are there any regions or segments that buy more than others?
How big are the competition’s sales (per region and per distribution channel)?
What is the profile of the customer and of the non-customers who might be
converted?
Who is the target market now and in the future?
Who are the heavy users?
When do they buy?
Where do they buy?
How is the brand positioned in the minds of various target markets?
23. PRODUCT INTERROGATION
1. Is there anything unique about the pro- duct (a unique selling
proposition – USP)?
2. product characteristics,
3. user characteristics,
4. ways of using,
5. benefits of using,
6. dis- advantages of non-usage,
7. competitor comparisons,
8. product heritage,
9. customer cases,
10. newsworthiness and more.
24. # Social media potential -Some social media tools can be used to
identify hot topics, phrases and even words (eg Google Zeitgeist and Google Trends).
# Trend
identification
27. Sanjay Jha - Congress Spokesperson
05-02-2015 27
28. Introduction
• What is PR?
• Public Relation and Marketing
• Product PR and Corporate PR
• PR is more than communication
• PR Mix
05-02-2015 28
29. New and Old PR Tools
•Media Relations and Publicity
•News Release
• Online Newsroom
•Press Conference and interviews
•Video News release
•Syndicated Radio Interviews and down
the line interviews
05-02-2015 29
30. New and Old PR Tools (contd)
•Blogs, Facebook and Twitter
•Photography
•Publicity Stunts
•Viral Marketing
05-02-2015 30
31. Admiral Lord Nelson supporting the London bid for
the 2012 Olympics
Photography
05-02-2015 31
33. Advantages and Disadvantages of PR
• Differences of editorial coverage over advertising
1. No media cost
2. Higher Credibility
3. Lack of control
• Uncontrollable publicity – any publicity is good
publicity?
• Controlled integration of publicity
• Crisis Management – avoid legal action
• Control – measuring media relations
05-02-2015 33
34. Footballer takes on the press
• John Terry was granted a super-injunction to stop
newspapers reporting details of his alleged affairs.
• But when the judge overturned the ruling a week
later, the scorned media went in for the kill.’
- Luckett (2010)
05-02-2015 34
37. New and Old Sponsorship Tools
Let’s take an example
1. Sponsoring a catch – fan catches 33,000 pizzas
2. Sponsoring bad sex – Hamlet Cigars
• sponsored Literary Review’s
• Annual Bad Sex Grand Booby Prize.
• The award is given to the writer whose novel
contains the worst description of the sex act.
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38. Managing a Sponsorship Programme
• Situation – the target audiences
• Objectives
• Sponsorship strategy
• Tactical plans
• Action
• Control – monitor, measure and evaluate
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39. Objectives
• Increase awareness
• Build an image
• Improve or maintain relations
• Increase sales and open closed markets
• Increase sales (sampling and direct sales)
• Attract distributors or agents
• Create promotional material
• Circumventing advertising bans
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40. Strategy
Tiger Woods and a watch
• Tag Heuer and Tiger Woods
• £1.5 million
• Tiger Woods’s and Tag
Heuer’s brand values:
timing, focus and
commitment.
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41. Advantages and Disadvantages
• Advantages
• cost-effective (compared to advertising)
• help to build a brand
• goodwill and affection
• global markets
• (eg the World Cup) or local niches (eg a local art theatre)
• Disadvantages
• Sponsorship cannot close sales; only creates awareness.
• limited message - brand name
• Message cannot be controlled
• Ambush Marketing
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43. Key Points
• Almost anything can be sponsored
• Almost any target audience can be reached through
sponsorship
• Choose sponsorship programme carefully and
separate the initial excitement from the numerical
analysis
• Cost effective – range of different objectives
• Maximize leverage
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44. Key Points
• Does not have total control over the message
• Think global, act local
• Budgets should be secured
• Keep employees informed
• Run a small pilot scheme
• Beware of ambush marketing
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47. Promotion Strategy
A plan for the optimal use of
the elements of promotion:
Advertising
Public Relations
Sales Promotion
Personal Selling
Promotional
Strategy
Competitive
Advantage
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48. 1. Movement towards Relationship marketing.
2. Recessions- Price conscious customers.
3. Powerful Retailers.
4. High Television Advertising.
S
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FACTORS FOR GROWTH ?
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70. EXHIBITIONS
• Exhibitions are the only medium that brings the whole
market together – buyers, sellers and competitors.
• All under one roof for a few days.
• Products and services can be seen, demonstrated or
tested, and face-to-face contact can be made with a large
number of relevant decision makers in a short period of
time.
• Exhibitions are a powerful Marketing Communication
Tool, but they require detailed planning whether offline,
online or in virtual worlds.
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76. Packaging
Importance of packaging .
Functions(Protect ,Convenience,Communicate)
six variables (shape,size, colour, graphics,
materials and smell).
Case Study (Boroline Vs
BoroPlus)
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77. Websites and Social Media
How to satisfy customers ?
1) High quality content; 2) Easy navigation; 3) quick
downloading; and 4) updated info .
1)High quality content
● Scenario planning (Relevance Info)
● Personas; (Capturing User’s Experience)
● Sizzle; (Virtual Tours , Camera Company , Bacardi ,Harley
Davidson Etc)
● Customer engagement
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78. 2) Easy navigation
●Simple (7 is best)
●Consistent (Page layouts,etc)
●Sign Posts
How to convert visitors to customers ?
●Call to Action(Strong Incentive)
●Price Lining
●Simplified process (Easy Form Filling)
●Reduced Customer Anxiety(Provide Contact Details ,
Money Back Guarantee , COD)
●Contact Strategy
●Relevant Landing Pages
●Digital Body Language
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79. Successful Social Media(Social Media Optimization is
new SEO.)
●Create a Presence
●Listen
● Join the Conversation
●Content Strategy
●Measure and Report
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