Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (15)
Similar to Marketing for Growth
Similar to Marketing for Growth (20)
Recently uploaded
Recently uploaded (20)
Marketing for Growth
- 1. Marketing for Growth Wayne Brass Art Mahoney Rob Duncan
- 2. Marketing is… • the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.
- 3. Define Your Target Market • What potential customers have specific needs that can be addressed by the product/service? • How might potential customers choose to access the product/service? • How much are potential customers willing to pay and how? • Who are the competitors?
- 4. Define Your Target Market Segmentation Strategies • Behavior • Benefit • Demographic • Geographic • Psychographic
- 5. Competitive Analysis • Where are people currently filling this need? • Who are your competitors? Direct & Indirect • Why do people buy from them? • What are their products/services? • What are their USPs (Unique Selling Propositions) and Benefits? • How do they market? Is it working?
- 6. Defining the Product / Service • What do you offer that your competitors don’t? • Are you selling Features? or Benefits? – Benefits are the problem it solves.
- 7. Focus on Benefits • Every buying decision has an emotion attached to it. • Emotion is what you touch when you sell benefits and not features.
- 8. Why Market a Product / Service? • If you don’t, who will? • How will your customers know to find you? • How do you know you are reaching your potential customers?
- 9. Outbound Marketing Includes • Sales • Advertising and Promotions • Public Relations • Networking • Internet Marketing • Customer Service • Customer Satisfaction
- 10. ELEVATOR PITCH • Introductions • Sales Opportunities • Employment Tactic • Raise Money
- 11. Branding Strategy • Brand Name • Packaging • Ad Content • Image and Culture • Consistency • Sales Force • Value / Pricing
- 12. Your Marketing Plan • Include: – Descriptions of type of marketing – A marketing timeline – Probable reach or coverage – Estimated cost – Number of uses – Short explanation of thought process – Expected result (ROI)
- 13. Your Marketing Plan • Determine which Marketing Tactics you will use to get your message to your audience. • Write it all down. • Keep good records – so you can evaluate later!!
- 14. Marketing Tactics Include… • Advertising – Media – radio, television, infomercials – Print – newspaper, magazine, classified, yellow pages – Mini-Media – business cards, stationary, brochures, flyers, banners, signs, posters, newsletters, coupons, door hangers, gift certificates, direct mail, catalogs, etc – Other/Extreme - outdoor boards, bus wraps, sponsorships
- 15. Marketing Tactics Include… • Sales – Personal sales, Telemarketing • Public Relations – Publicity & Press Releases • Promotions and Premiums – Contests and Sweepstakes – Events – Frequent Buyer Programs – Loyalty Programs
- 16. Marketing Tactics Include… • Networking – Everyone you know, Everyone you meet – Community Involvement – Trade and Professional Associations • Internet Marketing / Web Site – Can be advertising – Can be a distribution channel – Can be your location
- 17. You Must Have a Plan! • Random or one-shot marketing and advertising efforts almost NEVER work!
- 18. Referrals and Repeat Customers • 90% will take a referral over a sales person • Need to see your name up to 9 times through advertising efforts to achieve awareness! • Easier & cheaper to retain an existing customer than to find a new one Any given company loses between 20 and 40 percent of their customers annually!
- 19. Importance of Customer Service • Customers return and purchase again • Customers try new products • Customers tell others about our business, products or services
- 20. Customer Satisfaction Why do Customers Leave? Why do Customers Stay? Reason Given Percentage • Unanimously Report Move or Die 4% “Because they care!” Other Company Friendship 5% Competition 9% Product Dissatisfaction 15% Feel Unappreciated by an 67% Uncaring Company
- 21. Plan Ahead • Do an annual S.W.O.T. Analysis – Strengths, Weaknesses, Opportunities, and Threats • Run with a strategy at least 3-6 months • Monitor and measure the results. • Be flexible and adaptable • Remember main keys - Benefits & Frequency.
- 22. SWOT Analysis Internal Strengths S W Weaknesses External O T Opportunities Threats
- 23. Questions?
- 24. Thank you!! www.sbdctampabay.com 813-905- 813-905-5800