A look at marketing as it is in 2016, plus a practical application of marketing for Small Business Owners presented to Business Matters networking group on 01 July 2016 in Cape Town

1. MAKE MARKETING
MATTER 2016
Grant Hamel’s
A modern look at marketing and
practical ways to apply marketing
Presented By
Grant Hamel (BCom Hons, NLP Trainer)

2. Sow a thought, reap an action
Sow a action, reap a habit
Sow a habit, reap a character
Sow a character, reap a destiny.
- Seneca

3.  Welcome
 Why Marketing Fails?
 Old School vs New School Marketing
 Practical Marketing Strategy
 Conclusion

4. 4

6.  Why marketing fails?
 Old School vs New School Marketing
 Practical Marketing Strategy

7.  We are overwhelmed, procrastinate and
hesitate
 We are not consistent
 We try to market to everyone

10. Rise of the Buyer
M a r k e t i n g S a l e s
Buyer
expects marketing to
be targeted and
personalized on
their terms
expects sales to help
in addition to sell
#Account-Based
Marketing
#Social Selling

12.  Marketing is about influencing people who might buy your product or
service, using messaging that conveys value.
 Old school marketing used traditional channels such as broadcast and print
to communicate with the target market.
 New school marketers have kept the traditional methods that still work, and
have combined them with digital technology to communicate with consumers
on a different and deeper level.
 New school marketing relies heavily on such Internet channels as Web sites,
blogs and social networks.

13. I never complain…
I never grumble at the poor service I get.
I’ll stand at the cashier's window while she chats with the typist about
last night’s date.
I don’t scowl when kept waiting, and if the salesperson who finally
wanders over to see what I want is impatient or discourteous, I don’t
complain, I’m very tolerant.
When I ask a simple question and get a curt answer, do I call the
manager?
No, I just tolerate the situation.
I like to be nice to people because – well, that’s the way I am.
I never moan, I never fuss, I never criticize, I’d hate to make a scene
like I have seen others do, I think that’s just awful.
No, I’m a nice customer.
But I’ll tell you something else too :
I’m the customer who doesn’t come back.
That’s my defence against being pushed around.
You don’t care ? What does one more or less matter?
But multiplied…
I can ruin any business.
That’s why I can sit back and laugh when I see you spending all that
money on advertising to get me back
when you could have kept me in the first place with a smile, a few kind
words, a little service.

14.  Shifting Focus
 Four Ps vs Six Cs
 Outbound vs Inbound Marketing
 Interruption vs Permission

15.  Old school marketing put prospecting
at the widest part of the funnel.
 Finding customers now occupies the
narrowest part of the funnel
 New school marketers devote
significant resources to maintaining
relationships with those loyal
customers

17.  Value proposition
(product, price, placement and
promotion)
The traditional marketing mix
included the four Ps ,measurable,
company-centric tactics that could be
emphasized and deemphasized
individually to form a customized
value proposition
 Consumers
(contact, connect, conversation,
consideration, consumption and
community)
The new school's six Cs focus on
consumers. Beyond awareness you
establish a connection with them
through meaningful contact.

18.  Outbound Marketing (activity centric)
Outbound, or push, marketing thrusts messaging on consumers via such
channels as mailing lists, cold calls and advertising -- channels
consumers increasingly filter due to overload.
 Inbound Marketing (customer centric)
Inbound, or pull, messages draw consumers in. Inbound marketers make
it easy for consumers to find them when those consumers are searching
for products or services they need, at the time they need them. Web sites,
blogs and social media networks give marketers visibility, but on
consumers' terms.

20. Reference:
May 2016
Social Media Marketing Industry Report 2016.pdf
Stelzner, MA

21.  Interruption (ignores customer preferences)
Push marketing is on old school strategy that interrupts consumers at
times of the marketers' choosing -- while consumers are watching TV,
for example. It's a very hit-or-miss method of reaching out. Most of the
people marketers interrupt have no interest at all in the marketers'
products.
 Permission (subscribed clients only)
Permission marketing is a new school approach and is defined as the
privilege of delivering anticipated, personal and relevant messages to
people who actually want to get them. Permission-based messages are
only sent to consumers who are interested in them.

23.  Shifting Focus
Finding new clients to building relationships
 Four Ps vs Six Cs
Value proposition to meaningful contact
 Outbound vs Inbound Marketing
Push marketing to customer centric
 Interruption vs Permission
Interrupting customers to permission based

24.  Choose your customer
Building relationships with people you want to do business with.
 Customer centric approach
Being available when someone is searching for your product or service
 Conversations that are meaningful
Using the customers language
 Permission to contact
An ounce of pre-framing is worth a ton of reframing
Marketing works best when we CCCP
choose customer conversations permissively
– Grant William Hamel, 2016

25.  Follow a consistent strategy to get your
marketing results
 Know – Like – Trust
 Get Clients Now
◦ Choose your Strategy
◦ Clarify where you are stuck
◦ Decide on actions to take

26. People need to:
 Know you
 Like you
 Trust you

31.  Why marketing fails?
 Old School vs New School Marketing
 Practical Marketing Strategy

32.  Marketing is in overwhelm
 Choose customer conversations permissively
 Follow a strategy consistently

33. www.latitudetraining.co.za