Resources from Business Victoria's seminar covering practical tips and ideas about deciding which marketing tools are best for your business.

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Workshop Structure
• 2 hours
• Introductions
• Breaks & Housekeeping
• Networking
• Workbook
 Section 1 : Workshop and Exercises
 Section 2 : Extended Learning
 Section 3 : Useful Information

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What you will learn
• What is Marketing
• Setting Marketing Goals
• Customer Segmentation
• Market Research
• Marketing Mix
• Branding
• Customer Service
• Measurement
• Marketing Action Plan

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What is marketing
Marketing is much more than advertising,
selling or having a website!
“The aim of marketing is to make
selling superfluous”
Peter Drucker

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SMART Goals
S specific
M measured
A achievable
R realistic and relevant
T time-framed

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SMART Marketing Goals
• Get ranked in position 1-3 for 3 keywords by end
of July
• Attend two networking events each month
• Set up a customer referral program by May
• Presenting a product/service in a new/novel way
by November.
 Activity: Define your marketing goals

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Market Research
• What is Market Research
Market
Research
Customers Competitors
External
Factors
Brian Singer Co-Founder Rip Curl on customer market research –
“We were the customer!”
 Activity: What research do you need to do?

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Customer Research
• Customer Segmentation
 Demographics
 Geographic
 Psychographics
• What are you customers doing online
 Activity: Identify Your Customers

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Who are your customers?
• One size does NOT fit all
Classic Car Insurance
Vehicle Insurance
General Insurance

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Page 9
The competition
• How do you compare to your competitors?
• Is the market crowded with competitors?
• Who are your main competitors?
• What are their offerings?
• What are their strengths and weaknesses?

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External Factors
• The economy
• Government policy/legislation
• New competitors entering the market
• Exchange rates
• Fuel costs
• A new school or station being built

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Marketing Mix
Product Solution
Price Value
Placement Access
Promotion Communication
People Relationships
Process Service Excellence
Physical Brand Image

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Branding
A brand is more than just a logo, advertising
slogan, product or service. It encompasses
how you manage your customer
relationships and how you are perceived as
a business
 Activity: Review your brand?

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Unique Selling Proposition
Why will someone do business with you?
A unique selling proposition or competitive
advantage exists when a business is able to
deliver benefits that exceed those of
competing products or services!

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Features, Advantages & Benefits
HIGH
LOW
Impact on
Customers
Contact Contract
BENEFITS
ADVANTAGES
FEATURES
(high impact always)
(initially high but
alwaysfallsoff)
(low impact always)
Features, Advantages and Benefits across the selling cycle
Source: Neil Rackham, 'Spin Selling'

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Traditional Marketing
• TV & Radio
• Print Advertising
• Print Material
• Public Relations
• Event Management
• Signage
• In-store
• Face-to-face
• Networking events

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Online Marketing
• Website
• Search Engine Optimisation
• Search Engine – Google Adwords
• eMail Marketing
• Social Media
• Content writing
• Mobile marketing

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Customer Service
Customer service – your marketing will get
the customer, your customer service will
keep them
“The purpose of business is to create and keep customers”
So every business needs to organise its service delivery around
the needs of its customers”. – Peter Drucker

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Products & Services
Information
Counter & face-to-face
Service
Telephone/Online
Service
Taking Customer
Orders
Follow-up Documentation
Billing & Managing
Payments
Visiting Customers
Making Repairs
Handling Complaints
Managing the
Service culture
Service Cycle
The ten key service activities

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Customer Service Excellence
The 7 steps
1. Involve your staff
2. Check for any service ‘gaps’
3. Develop Customer Service Standards to match your
‘Promise to Customers’
4. Put in systems as a priority to ensure consistency
5. Ongoing staff training
6. Empower staff to make decisions
7. Regularly monitor and measure your performance

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Marketing Budget
• Why do you need a marketing budget
 To know what your financial commitment is
 When the money will be needed
 What resources will each activity need –
people, time etc
 How you can balance all the demands on
those resources
 Can you afford it?

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Marketing Action Plan
• Marketing Action Plan
 Example Action Plan provided in workbook

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Measurement
• “How did you find out about us?”
• Google Analytics
• By measuring you find out
 Budget – what was the ROI
 What activities attracted customers or sales?
 What things worked?
 What things didn’t?

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What you learnt
• What is Marketing
• Setting SMART Marketing Goals
• Customer Segmentation
• Market Research
• Marketing Mix
• Branding
• Customer Service
• Measurement
• Marketing Action Plan

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Small Business Mentoring Service
• Business mentors help you to identify a clear
direction for you and your business.
• Business mentors can also advise you on how to:
 conduct market research
 price and/or cost your products or services
 develop an effective marketing strategy
 use other business management tools
To arrange a session with a business mentor go to:
www.sbms.org.au

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Discussions and questions
Thank you for attending
Check out
business.vic.gov.au/events
for more workshop information