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Just enterprise marketing training v2
- 1. Just Enterprise Business support and development services to enterprising third sector organisations across Scotland
- 2. Target Groups • Enterprising Third Sector Organisations • Start-up Social Enterprises • Established Social Enterprises • Equalities Groups • Social Entrepreneurs • Leaders, Managers and Staff Just Enterprise
- 3. 1-1 Business Support • Enterprising Third Sector Organisations on training programmes may be eligible for 1-1 Business support • Small scale, targeted consultancy assignments • In-depth, strategic consultancy assignments Just Enterprise
- 4. Business Support can include • Business Planning • Feasibility Study • Legal Structure • Marketing Plan • Operational Review • Costings for procurement/tendering Just Enterprise
- 6. Apply for support now at www.justenterprise.org.uk Just Enterprise
- 7. About today • By the end of the session you will – Understand the role of strategic marketing – Understand the different elements of marketing: people, product, price, place, promotion – Build key communication messages Just Enterprise
- 8. Sales and Marketing SOWELL, NO. WHAT IS IT? Just Enterprise
- 9. Marketing is not… • Just about getting people to buy what you’ve got • It does not involve … – Making anything up – Conning anyone – Over-promising • “If you talked to people like advertising talked to people, they’d punch you in the face” Just Enterprise
- 10. Just Enterprise
- 11. Marketing is … • Making people happy, profitably. • HOW? • By understanding what people need and want • Designing and delivering products and services that offer superior value • Communicating this value effectively – In words and action Just Enterprise
- 12. Why is it important? • Competitive pressures have never been higher • Independent income has never been so important • Budgets are tight • Must do more with less • Strategic Marketing can meet these challenges Just Enterprise
- 13. What business are you in? Just Enterprise Hedgehog Concept, Jim Collins
- 14. Start with the customer • “The purpose of a business is to create and keep a customer” – Theodore Leavitt, marketing guru Just Enterprise
- 15. Marketing and Brand Strategy Just Enterprise 5 P’s, Jerome McCarthy
- 16. People • Who are your customers? – Current customers – Target prospects – Demographics – Market size • Where is their pain? When to they need to act? • Who is the decision maker? • Who are the key influencers? • What are their buying behaviours? Just Enterprise
- 17. Just Enterprise
- 18. Product/service • Product Benefits • Distinctive features • Competitive differentiation – Unique – Meaningful – Sustainable • Product requirements • Production cost Just Enterprise
- 19. Features and benefits Feature Benefit 12.1 megapixels Really sharp pictures 51-point AF system Pictures that are always in focus 9 frames-per-second shooting speed Great for sports / action photography Magnesium alloy body construction Doesn’t break when you drop it ISO range from 200 to 6400 Good in low light conditions 2 liveview modes Huh? Just Enterprise
- 20. Just Enterprise
- 21. Place • Volume • Price point • Completeness of solution • Complexity of sale • Channel choices – Direct response – Inside telesales – Outside sales – Channel partners Just Enterprise
- 22. Promotion AUDIENCE HOPES/ MESSAGE FOCUS KEY MESSAGES CONCERNS Young Restricted Reduce the cost of • Save and average of 20% by mums Budget food shopping by cooking meals from scratch cooking from • Feed the whole family from £x scratch per head Confidence Learn the basics • Tips and techniques that will to cook with other beginners build your confidence to get creative Speed Good food without • Speedy meal recipes. fuss Satisfying Create numerous • Learn creative twists to classic different meals from the recipes to satisfy the fussiest tastes same ingredients eater Just Enterprise
- 23. Promotion • Reach • Active vs. Passive • Objective – Build rapport – Generate leads – Close sales • Choose tools – Web site /SEO/PPC; email; Banners; Webinars; Blog’s/RSS; Affiliates; Articles Just Enterprise
- 24. Advertising Sales Outdoor Promotion Print Discounts Radio Displays TV Coupons Internet Mobile Personal Selling Presentation Trade shows Samples Public Direct Relations Marketing Press Releases Digital Media Speeches Internet Sponsorship E-mailing Annual reports Mailing Just Enterprise
- 26. Just Enterprise
- 27. Price • Cost of Goods • Value – ROI (value produced – cost)/cost • reduce expenses, grow revenue, save time – Personal Utility – Intangibles • Competition – Comparative value – Discounting – Response Just Enterprise
- 28. Where are you positioned? Just Enterprise
- 29. Useful resources • People – http://www.startupdonut.co.uk/startup/sales-and-marketing • Product – Business Link, grow your business resources • Price – http://www.learnmarketing.net/price.htm Just Enterprise
- 30. Just Enterprise Business support and development services to enterprising third sector organisations across Scotland
Editor's Notes
- Marketing often gets a bad name. However, by participating in today’s workshop you already recognise that it is important to the success of your social enterprise.
- L’Oreal: Lancome advert featuring Julia Roberts and Maybelline advert featuring Christy Turlington were both banned for excessive use of photoshop which produced unrealistic results of the make-up promoted. Ryanair: Advert banned because the "sunny" destinations wouldn't get much warmer than 6-9ºC so it was deemed to be misleading. Ryanair is now famous for misleading ads with the Advertising Standards Agency reprimanding them 23 times in five years. RBS: Two television advertisements for the RBS group, claiming it would never close a branch if it was the “last one in town”, have been banned, after the adverts were shown the same month it closed down the last bank in a West Yorkshire town. AND IT COSTS BUSINESS… Reebok Easytone: TV commercials for Reebok's EasyTone sneakers, which ran from 2009 to early 2010, claim the shoe's design helps tone the body. Ads featured women prancing around doing everyday tasks while wearing their EasyTone shoes. Ads claimed the sneakers produces 28% more muscle tone in the glutes and 11% more muscle tone in the calf and hamstrings than a regular sneaker. Reebok recently agreed to pay $25 million in customer refunds to settle charges of false advertising brought by the Federal Trade Commission
- One for each decision maker and influencer Only convey the most important – no more than 3/4
- One for each decision maker and influencer Only convey the most important – no more than 3/4