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How to structure your marketing department for success
- 1. How to structure yourmarketing department for success
- 2. HOW TO STRUCTUREYOUR MARKETING DEPARTMENT FOR SUCCESS
- 3. I HAVE ASECOND LIFE
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- 9. HOW ON EARTHDOES THE REAL WORLD DO IT?
- 10. THEY KNOW WHERETHEY ARE GOING & WHO THEY EXIST TO SERVE (VISION & POSITIONING)
- 11. THEY HAVE GREATMENUS AND FOOD (PRODUCT)
- 12. THEY ARE INTHE RIGHT PLACE (DISTRIBUTION)
- 13. THEY HAVE MULTIPLESPECIALIST TEAMS
- 14. EVENTS MARKETING PLATE PROMOTIONS TEAM KITCHENFRONT 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
- 15. WHAT DO YOUEXPECT FROM YOUR HEAD CHEF?
- 16. WOULD YOU EXPECTONE PERSON TO TAKE CARE OF ALL OF YOUR MARKETING?
- 17. WHAT IS ADIGITAL 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
- 18. JOB DESCRIPTION EXAMPLE CategoryTask 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.
- 19. SKILLS REQUESTED • Strategy •Reporting • Finance/Budget • Management • Marketing Materials • Events • Storytelling • Creativity • Copywriting • Market Research • Networking • Sales • Social Media • Website Updates • Photoshop • Database
- 20. WHAT DO YOUEXPECT FROM YOUR HEAD CHEF?
- 21. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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?
- 22. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
- 23. CURRENT SITUATION • Impossibleroles • Unrealistic expectations are setting employees up for failure = high turnover • Setting your business up to fail
- 24. HOW WE WOULDDESCRIBE 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
- 26. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
- 27. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
- 28. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
- 29. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
- 30. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKETSHARE 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
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- 32. WE CAN HELPYOU WITH THAT IN ‘THE CHOICE ZONE’ HAVE ALL OF THE INFORMATION TO HAND
- 33. 22 Day DigitalMarketing 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
- 34. ADVICE FOR SMES: EMPLOYA HEAD CHEF OUTSOURCE THE REST
- 35. TAKING MY OWNADVICE
- 43. 22 Day DigitalMarketing 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