This is a presentation om my website on the basic principles of marketing from a small business perspective. It is argued that marketing strategy is basically very simple, it is the tactics which can be complicated.
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
The document discusses the importance of developing a strong brand story. It states that in today's competitive environment, it is not enough to just provide facts about a company - you need to be compelling and memorable. A good brand story answers the question of what makes your brand so special. The document then provides guidance on key elements that make up a powerful brand such as defining a big idea that matters to people, reflecting customers, engaging customers, and enabling customers to do more. It emphasizes that powerful brands are about people, not products, and reflect customers' aspirations.
This document provides an overview and guidance on branding toolkit for developing a brand identity. It discusses key aspects of branding including brand positioning, values, personality, tone of voice, visualizing the brand, briefing designers, naming the brand, and summarizing the brand. The toolkit aims to help users make informed decisions to create their brand and clarify the identity, idea and value of their organization. It emphasizes that branding is an ongoing process, not something that can be achieved overnight, and success is often measured over decades.
I've used this presentation across a range of audiences, and it works pretty well all the time. I've tried to cover here the entire CI process, particularly with its linkages to business strategy.
This document provides an 8-step process for creating a successful internal brand. The steps are:
1. Identify the desired business outcome
2. Determine the needs of key internal audiences
3. Identify communication goals
4. Develop core messages and test them
5. Create an internal visual identity and theme
6. Develop a communication plan and align management
7. Develop tools, train employees, and communicate the brand
8. Evaluate the effectiveness of the internal brand
The process emphasizes engaging internal audiences, aligning the internal brand with business goals, and using research to understand employee perspectives in order to effectively communicate the brand internally.
Brand Perception & the 10 Brand Trigger-PointsMichael Cowen
The document discusses managing brand perceptions through understanding the 10 trigger points of perception. It states that the 10 trigger points are based on archetypes in the collective psyche and can be used to modify brand choices and behaviors. Specifically, the trigger points are identity, feeling, thought, attraction, energy, growth, structure, freedom, spirit, and renewal. Two case studies are presented that highlight applications of aligning a brand's positioning with these trigger points.
Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
The document discusses the importance of developing a strong brand story. It states that in today's competitive environment, it is not enough to just provide facts about a company - you need to be compelling and memorable. A good brand story answers the question of what makes your brand so special. The document then provides guidance on key elements that make up a powerful brand such as defining a big idea that matters to people, reflecting customers, engaging customers, and enabling customers to do more. It emphasizes that powerful brands are about people, not products, and reflect customers' aspirations.
This document provides an overview and guidance on branding toolkit for developing a brand identity. It discusses key aspects of branding including brand positioning, values, personality, tone of voice, visualizing the brand, briefing designers, naming the brand, and summarizing the brand. The toolkit aims to help users make informed decisions to create their brand and clarify the identity, idea and value of their organization. It emphasizes that branding is an ongoing process, not something that can be achieved overnight, and success is often measured over decades.
I've used this presentation across a range of audiences, and it works pretty well all the time. I've tried to cover here the entire CI process, particularly with its linkages to business strategy.
This document provides an 8-step process for creating a successful internal brand. The steps are:
1. Identify the desired business outcome
2. Determine the needs of key internal audiences
3. Identify communication goals
4. Develop core messages and test them
5. Create an internal visual identity and theme
6. Develop a communication plan and align management
7. Develop tools, train employees, and communicate the brand
8. Evaluate the effectiveness of the internal brand
The process emphasizes engaging internal audiences, aligning the internal brand with business goals, and using research to understand employee perspectives in order to effectively communicate the brand internally.
Brand Perception & the 10 Brand Trigger-PointsMichael Cowen
The document discusses managing brand perceptions through understanding the 10 trigger points of perception. It states that the 10 trigger points are based on archetypes in the collective psyche and can be used to modify brand choices and behaviors. Specifically, the trigger points are identity, feeling, thought, attraction, energy, growth, structure, freedom, spirit, and renewal. Two case studies are presented that highlight applications of aligning a brand's positioning with these trigger points.
Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.
This document discusses the concept of brand activation. It defines brand activation as looking for ways a brand's strategy and position can be relevant, adaptable, and profitable across an organization's products/services, employees, identity, and communication. The document provides examples of how brands like McDonald's, SAS Airlines, and Nordstrom activate their brands through employees by making the brand meaningful, inspirational, and financially beneficial. It also discusses how brands can be activated through products/services by aligning them with advertising promises and attaching emotional preferences to differentiate similar products. The overall goal of brand activation is for a company to be a coherent brand from the customer's perspective across all touchpoints.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
This document provides an overview of marketing and marketing management concepts from Chapter 1 of a marketing textbook. It defines marketing as managing profitable customer relationships by attracting new and retaining current customers. Marketing management is the art and science of building relationships with target markets. The challenges facing modern marketers are discussed, including connecting with customers via technology, partners, and within a globalized world. Customer relationship management is key to attracting, retaining, and growing customers through delivering superior customer value and satisfaction.
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
Richard Bates argues that:
1) Overly relying on "best practice" branding processes can result in unengaging brand ideas, as the focus becomes process compliance rather than creative thinking.
2) True brand differentiation comes from understanding customers' emotional needs, not functional benefits of the product. This requires a creative mindset rather than strict adherence to templates.
3) Marketers should be given freedom from rigid processes to pursue insightful thinking that challenges customers and creates imperative for them to change behavior.
Mf personalised b2 b buyer journey finalLiz Hayward
We all know that consumers want personalised buying experiences, so why should the B2B space be any different? For tech marketers, it can be a challenge to create highly personalised buyer journeys, let alone trying to implement this at scale.
We’ve created a must-read eBook with a nine-step success plan for building effective personalised buyer journeys; and it’s packed with insight around:
✔ Understanding your audience
✔ Developing an end-to-end strategy
✔ Creating personalised content
✔ Aligning with your outreach
We’ve even included links to the latest software and tools you can utilise to help you on your way.
The document provides an overview of strategic brand management. It discusses key concepts such as what branding is, the key ingredients of branding including big ideas, vision, values and personality. It also discusses how to understand brands, brand attributes, positioning, identity, image, loyalty, equity and extension. The document provides guidance on budgeting for a brand and the psychology of color in branding. It emphasizes that branding goes beyond logos and reflects customer experience and interactions.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
1) Brand identity is a unique set of brand associations that strategists aspire to create to represent what the brand stands for and its promise to customers.
2) Key aspects of brand identity include its individuality, long-term goals, consistency, values, basic truths, and recognition signs.
3) A brand identity prism diagrams the internal and external aspects of brand identity and how they relate to a brand's personality, culture, products, customer relationships, and other dimensions.
This document provides an overview of key concepts in brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. The document outlines various brand elements like names, logos and taglines. It also discusses brand attributes, identity, image and strategies. Specifically, it explores private branding, product line extensions, sub-branding and the importance of establishing a unique brand name. The presentation emphasizes the role of consistent branding in shaping customer expectations and building loyalty.
Sports Studies - Sport in Action - wk12 - session 4 - Marketingmjb87
This document discusses various aspects of marketing in the sports industry, including the four Ps of marketing (product, place, promotion, and price), branding, and relationship marketing. It defines marketing and explains that traditional sports marketing has focused on transactions, while modern approaches emphasize building long-term relationships. Relationship marketing aims to develop loyalty and strengthen connections between organizations and customers or other stakeholders. The document also covers branding, visual identity, logos, colors, typefaces, slogans, and crafting a brand's verbal identity.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
Displays an in-depth look at what is brand image with reference to many different sources of academic literature, such as aaker and keller ( importance being shown on 11 dimensions of brand image, components of brand image and kellers New typology of Brand Image)
Full Analysis on : https://digibowl.wordpress.com/2016/04/02/what-is-brand-image-kellers-1993-answer-on-brand-image-defonition/
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
This document provides an overview of the key components of a small business plan, including deciding on a business type, understanding customers and competitors, choosing a location, developing a marketing strategy, and preparing financial statements. When deciding on a business, owners should consider their skills, customer demand, profit margins, and failure rates in that market. The business location should be near other businesses selling similar products to benefit from "perfect competition". A marketing plan should bring customers into the business through various advertising methods. Applying for a small business loan requires gathering financial information like assets, debts, credit, and collateral to prove qualification.
The document discusses key concepts for starting a business including defining products and services, choosing a business site, and planning. It defines a product as something that satisfies a market's wants or needs and services as perishable benefits. When choosing a business site, it recommends having an interesting idea and creative vision while believing in yourself. Effective planning involves visualizing your dream, drawing a plan, selecting people, and monitoring progress to achieve objectives when starting your business.
This document discusses the concept of brand activation. It defines brand activation as looking for ways a brand's strategy and position can be relevant, adaptable, and profitable across an organization's products/services, employees, identity, and communication. The document provides examples of how brands like McDonald's, SAS Airlines, and Nordstrom activate their brands through employees by making the brand meaningful, inspirational, and financially beneficial. It also discusses how brands can be activated through products/services by aligning them with advertising promises and attaching emotional preferences to differentiate similar products. The overall goal of brand activation is for a company to be a coherent brand from the customer's perspective across all touchpoints.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
This document provides an overview of marketing and marketing management concepts from Chapter 1 of a marketing textbook. It defines marketing as managing profitable customer relationships by attracting new and retaining current customers. Marketing management is the art and science of building relationships with target markets. The challenges facing modern marketers are discussed, including connecting with customers via technology, partners, and within a globalized world. Customer relationship management is key to attracting, retaining, and growing customers through delivering superior customer value and satisfaction.
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
Richard Bates argues that:
1) Overly relying on "best practice" branding processes can result in unengaging brand ideas, as the focus becomes process compliance rather than creative thinking.
2) True brand differentiation comes from understanding customers' emotional needs, not functional benefits of the product. This requires a creative mindset rather than strict adherence to templates.
3) Marketers should be given freedom from rigid processes to pursue insightful thinking that challenges customers and creates imperative for them to change behavior.
Mf personalised b2 b buyer journey finalLiz Hayward
We all know that consumers want personalised buying experiences, so why should the B2B space be any different? For tech marketers, it can be a challenge to create highly personalised buyer journeys, let alone trying to implement this at scale.
We’ve created a must-read eBook with a nine-step success plan for building effective personalised buyer journeys; and it’s packed with insight around:
✔ Understanding your audience
✔ Developing an end-to-end strategy
✔ Creating personalised content
✔ Aligning with your outreach
We’ve even included links to the latest software and tools you can utilise to help you on your way.
The document provides an overview of strategic brand management. It discusses key concepts such as what branding is, the key ingredients of branding including big ideas, vision, values and personality. It also discusses how to understand brands, brand attributes, positioning, identity, image, loyalty, equity and extension. The document provides guidance on budgeting for a brand and the psychology of color in branding. It emphasizes that branding goes beyond logos and reflects customer experience and interactions.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
1) Brand identity is a unique set of brand associations that strategists aspire to create to represent what the brand stands for and its promise to customers.
2) Key aspects of brand identity include its individuality, long-term goals, consistency, values, basic truths, and recognition signs.
3) A brand identity prism diagrams the internal and external aspects of brand identity and how they relate to a brand's personality, culture, products, customer relationships, and other dimensions.
This document provides an overview of key concepts in brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. The document outlines various brand elements like names, logos and taglines. It also discusses brand attributes, identity, image and strategies. Specifically, it explores private branding, product line extensions, sub-branding and the importance of establishing a unique brand name. The presentation emphasizes the role of consistent branding in shaping customer expectations and building loyalty.
Sports Studies - Sport in Action - wk12 - session 4 - Marketingmjb87
This document discusses various aspects of marketing in the sports industry, including the four Ps of marketing (product, place, promotion, and price), branding, and relationship marketing. It defines marketing and explains that traditional sports marketing has focused on transactions, while modern approaches emphasize building long-term relationships. Relationship marketing aims to develop loyalty and strengthen connections between organizations and customers or other stakeholders. The document also covers branding, visual identity, logos, colors, typefaces, slogans, and crafting a brand's verbal identity.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
Displays an in-depth look at what is brand image with reference to many different sources of academic literature, such as aaker and keller ( importance being shown on 11 dimensions of brand image, components of brand image and kellers New typology of Brand Image)
Full Analysis on : https://digibowl.wordpress.com/2016/04/02/what-is-brand-image-kellers-1993-answer-on-brand-image-defonition/
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
This document provides an overview of the key components of a small business plan, including deciding on a business type, understanding customers and competitors, choosing a location, developing a marketing strategy, and preparing financial statements. When deciding on a business, owners should consider their skills, customer demand, profit margins, and failure rates in that market. The business location should be near other businesses selling similar products to benefit from "perfect competition". A marketing plan should bring customers into the business through various advertising methods. Applying for a small business loan requires gathering financial information like assets, debts, credit, and collateral to prove qualification.
The document discusses key concepts for starting a business including defining products and services, choosing a business site, and planning. It defines a product as something that satisfies a market's wants or needs and services as perishable benefits. When choosing a business site, it recommends having an interesting idea and creative vision while believing in yourself. Effective planning involves visualizing your dream, drawing a plan, selecting people, and monitoring progress to achieve objectives when starting your business.
This document discusses sales and marketing strategies for small and medium enterprises (SMEs). It covers key topics such as defining marketing strategy using the 4Ps framework (product, price, place, promotion). The relationship between sales and marketing is explored, noting they are complementary functions. An effective marketing strategy is needed to generate prospects and leads for salespeople to follow up on. The document also discusses developing a marketing plan, targeting specific customer segments, and using various promotional methods appropriate for SMEs. Overall it provides an overview of essential sales and marketing concepts and considerations for SMEs.
The document discusses the importance of marketing plans for small and medium enterprises (SMEs) with limited budgets. It notes that planning is important for SMEs to maximize their limited marketing impact. The document then outlines what a marketing plan should include, such as the purpose and goals, an assessment of products/services and the current business status, details on target markets and customer needs, distribution and promotion strategies, pricing considerations, and competition analysis. Finally, it recommends that the plan contain an action plan with specific goals and strategies, and cover the allocated marketing budget and required resources.
The document outlines the key components and structure of a research proposal. It discusses the purpose of a research proposal, which is to present the research question and importance, discuss previous related work, and suggest necessary data. It then describes the typical sections included in a research proposal, such as the executive summary, problem statement, research objectives, literature review, research design, data analysis, qualifications, budget, and schedule. The document emphasizes that the proposal allows the researcher to plan the project and serves as a guide throughout the investigation.
Shared Value and Sustainable EntrepreneurshipEdward Erasmus
This document outlines a presentation on increasing shared value through sustainable entrepreneurship. It discusses the myth of infinite growth and resources and the need for sustainability. It introduces concepts like corporate social responsibility, innovation, smart ventures, and shared value. It provides an overview of Aruba's current challenges and proposes new forms of entrepreneurship like ecopreneurs, sociopreneurs, creativepreneurs, and globopreneurs to help address these challenges in a sustainable way. The presentation emphasizes integrating economic, social and environmental priorities to achieve a balanced, diversified economy for Aruba that meets present needs without compromising future generations.
I was key note speaker and presenter at a National conference on “Green Entrepreneurship – 2012” at New Horizon Leadership Institute hosted by AIMS (Association of Indian Management Schools), NEN (National Entrepreneurship Network), World Academy of Productivity Science and APJMER (Asia Pacific Journal of Management and Research).
This document provides an overview of marketing strategies and tactics for small businesses. It defines marketing as everything done to promote a product or service to potential customers. It emphasizes understanding customers, conducting market research, developing a marketing plan including goals, strategies and tactics. The document discusses branding, positioning, and the marketing communications mix of advertising, sales promotion, public relations and direct marketing. It stresses measuring the results of marketing efforts and provides additional resources for small businesses.
The document outlines a project on studying small and medium enterprises (SMEs) in India. It discusses that SMEs are a significant part of the Indian economy, contributing around 40% to industrial production and exports. However, many payment solutions are not well-suited for SMEs. The objectives of the project are to study the impact of the economic slowdown on SME customers and measures taken by banks to support them. A descriptive research design will be used to collect data through questionnaires from 70 SME customers of Indian Overseas Bank.
Chapter 5 SUMMARY OF FINDINGS, CONCLUSION AND RECCOMENDATIONLJ Villanueva
The document summarizes the findings, conclusions, and recommendations of a study on the profile and performance evaluations of Filipino tour guides as perceived by local tourists. The main findings were that tourists rated guides highly in personality and communication skills, and adequately in technical skills. There was no significant difference found between tourist groups. It was concluded that guides need strong skills/knowledge and could improve grooming/appearance. Recommendations included guides improving personality traits and technical skills through reducing tactfulness and increasing politeness.
1) NIKE entered the Indian market in the mid-1990s through an exclusive licensing agreement. It focused on premium niche segments like basketball and tennis rather than cricket.
2) NIKE faces intense competition from rivals like Reebok and Adidas in the Indian sportswear market. Reebok gained early success by associating with cricket.
3) NIKE's unique value proposition is based on innovative product design, durability, and quality. It focuses resources on design/R&D, marketing, and distribution to deliver new products to customers quickly.
This document discusses key aspects of developing an effective brand strategy, including understanding customers, competitors, and the market environment. It emphasizes that a brand needs to be relevant to customers, coherent in its messaging, and encourage two-way participation. The summary outlines the main steps as: (1) understanding customers and the market, (2) segmenting the market based on customer needs, and (3) building a brand vision, identity, promise, and strategy to communicate the brand's value proposition.
A short three part guide to developing a brand.
Part 1: Marketing Research & Defining your audience
Part 2: Developing your brand DNA and vision
Part 3: Brand name development
The document provides a step-by-step guide to creating buyer personas for B2B marketing. It begins with defining what buyer personas are and are not. It then discusses the importance of choosing the right team and getting organizational acceptance for the project. The guide outlines getting started with the process of identifying future customers and understanding what motivates prospects. It emphasizes that buyer personas should focus on the purchase process and attributes that lead to sales success.
The document provides a step-by-step guide to creating buyer personas for B2B marketing. It outlines identifying key customer attributes through analyzing existing clients and defining segments. It also discusses capturing behavioral traits like pain points and motivators. Finally, it recommends tracking media consumption habits and setting up a lead scoring system to identify promising leads. The overall goal is to focus marketing efforts on the most valuable prospects.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
The document discusses the importance of understanding target companies and buyer profiles in business-to-business marketing. It recommends creating profiles for different types of target companies based on factors like their structure, environment, behaviors, and situations. Within each company, profiles should also be made for key stakeholders like operational champions and executive sponsors. These profiles provide critical insights into prospects that can help marketing qualify leads and sales close more deals. Overall, taking the time to understand buyers through comprehensive profiling allows firms to develop more effective marketing, sales, and communications strategies.
A brand is defined in multiple ways including a name, term, design, or symbol that identifies a seller's goods/services. It represents the tangible and intangible attributes of a product or service. Branding is the process of developing and promoting this identity to distinguish products/services from competitors. Positioning involves differentiating a brand in the consumer's mind through a focused message about the brand.
Leaders that inspire all think, act and communicate from the inside-out. Starting with the reason why of things drives decision-making and behavior; Still want to play it as you currently do? Create a global sustainable value for all your stakeholders. Low risks, modest rewards.
Cheat sheet: 10 steps to a great written marketing brief.
Writing a solid marketing brief is a crucial step to creating more effective programmes and campaigns. This 10 step cheat sheet provides helpful prompts, ensuring that your marketing brief is bang on the money. With your colleagues, team, partners and suppliers all on board, you can deliver well planned, more creative, better managed campaigns – with results to match.
This document provides definitions and concepts related to marketing. It discusses marketing as a process of engaging customers, building relationships, and creating value. Key aspects of marketing include understanding customers, developing strategies and tactics, and managing the marketing effort. The document also defines consumer, business-to-business, digital, international, and internal marketing. It introduces marketing mix and various marketing approaches like guerrilla marketing. Overall, the document serves to explain marketing concepts, terms, and frameworks.
This document provides an overview of key marketing concepts in 3 pages. It begins with definitions of marketing, selling, needs, wants and demands. It then explains the differences between consumers and customers. Segmentation, targeting and positioning are defined as the core components of developing an effective marketing strategy. The marketing mix, also known as the 4Ps of marketing, is introduced along with its elements - product, price, place and promotion. Examples are provided to illustrate each concept.
UNSTUCK: Use the Brand-As-Business Management Approach to Troubleshoot Your Business is a short guide that introduces six prevalent business issues and the solutions offered by the brand-as-business approach.
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
Strategic B2B Marketing: Great insights for beginners and experience Marketer...Dolly Gujarathi
Moving from tactical to strategic B2B marketing
1. Tactical marketing focuses on generating leads through mass campaigns but often fails to properly identify customer needs and qualify leads. This results in low-quality leads that sales ignores and missed opportunities.
2. Strategic marketing takes a more structured approach to define goals, understand target markets and audiences, and implement integrated programs. This includes in-depth audience analysis and long-term lead nurturing strategies.
3. Strategic marketing is shown to generate 50% more sales-ready leads at 33% lower cost per lead. It also reduces the percentage of ignored marketing leads from as high as 80% to 25%. Taking a strategic approach improves lead quality and return on
The idea of this presentation is to create a current snapshot of the ongoing development of the discipline of buyer persona modelling. As a consultant for customer centered marketing I do buyer persona interviews for clients and I personally believe, that persona modeling is an indispensible fundament of every kind of customer centered marketing no matter if it is outbound marketing oriented or inbound marketing focused. This presentation gives an expert view on "best practices" for buyer persona development, the insights are coming from an interview with the leading subject-matter experts for buyer persona modeling.
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2. Marketing Strategy
Whether or not digital marketing is right for your
depends on if it fits in with a clearly thought out
Marketing Strategy
2 11/10/2012
3. Why Marketing Strategy?
Marketing tends to be dominated by a considerations
of marketing tactics.
Digital Marketing is, in essence, just a host of new
tactics enabled by the internet.
It is patently useless, for example, to pursue a
Facebook marketing strategy if none of your
customers are not present on Facebook!
Similarly, the best tactics available to a major
multinational brand are very different to those of a
small business!
To be able to select the most appropriate tactics to
deploy it is therefore essential to develop an
3 appropriate Marketing Strategy as a framework.11/10/2012
4. The principles of marketing
The best place to start with developing a marketing
strategy for your business is with a basic understand of
what marketing is all about.
4 11/10/2012
5. Principles of marketing
Most marketing discussions are about marketing
tactics. These can be very complex and
expensive experts abound
It is my contention that the principles of marketing
are in fact very simple- especially for small
businesses
To develop a successful marketing strategy
(combinations of tactics) you have to get the
basics right.
This section looks at the basic principles as they
apply to small businesses.
5 11/10/2012
6. Definitions of Marketing
Heidi Cohen asked eminent marketers for a less
than 5 line definition of marketing.
She got 72 very different responses ranging from
the very simple to impenetrable, buzz word filled
gobbledegook!
I have selected the few that, i think, are most
relevant to small businesses. These are shown
on the next slide......
6 11/10/2012
7. My 4 best definitions!
“Marketing is defined as: we help people sell
more stuff.” Joey Iazzetto
“Marketing is helping people buy your product or
service.” Jason Falls
“Marketing is helping your customers understand
how much they need something they never knew
they needed”. Doreen Moran
“Marketing is discovering what the prospect
wants and demands and delivering it more
efficiently and effectively than the
competition”. Paul Kulavis
7 11/10/2012
8. Core Elements
The forgoing identify that there are 3 key
elements that are core to marketing.
Understanding these is therefore vital to
developing a successful marketing strategy:
1. Your Products and Services
2. Customers and Clients
3. Markets and Competitors
How to approach the analysis of each of these
for your business is covered in the subsequent
8 11/10/2012
sections below.
10. 1. Products and Services
Understanding your products and services from a
customer perspective is vital to a successful strategy
10 11/10/2012
11. The Customer Perspective
Most businesses perceive their products/services
from a components and features point of view.
This is understandable because this is how they
design and put them together!
The customers perception of your products can
be very different because they see them from a
different perspective!
Customers view product/services from the
perspective of what benefits they will bring to
them
It is vital to turn this through 180 degrees and get
11
a customer centric view of your 11/10/2012
products/services.
12. Customer benefits
Traditionally, it was assumed , ultimately, there
were only two real customer benefits:
1. Saving Time
2. Saving Money
More recently, it was acknowledged that some
people get genuine utility from being associated
with brands/groups and a third has been added:
3. Image
12 11/10/2012
13. Articulating benefits
A simple tool exists for small businesses to help
with identifying customer benefits: FAB Analysis
This involves converting Features. firstly into
Advantages, and then into Benefits
A link to download it are contained in the
resources section
Clearly, all of your marketing messages should
look to demonstrate how your
products/services provide these customer
benefits ( and are better than the competitions!)
If you have different groups of customers then
you may require different sets of marketing
13
messages! 11/10/2012
14. Customer Value
Proposition(CVP)
A useful way of summarising and understanding your
customer benefits is to construct a Customer Value
Proposition (CVP).
This describes the unique mix of product and/or
service attributes, customer relations and
corporate image that a business offers.
A downloadable pro forma for a CVP is contained in
the resources section
In conjunction with an analysis of your competitors
market positioning (see 3 below), this allows the
identification of which benefit messages to use in your
marketing activities. This is called your Unique
14
Selling Proposition (USP) (see below). 11/10/2012
15. 2. Customers and Clients
Once you have fully understood your own products and
services, it is vital to gain an in-depth understanding of
your potential clients.
15 11/10/2012
16. Types of Customers/Clients
In order to be effective in marketing you have to
target your marketing activities at certain groups
of individuals.
This is often refereed to as Target Marketing and
the groups identified as Target Markets
For small businesses it is useful to look at four
types of target marketing:
A. Personas
B. Socio Demographic Groups
C. Hybrid Types
D. Local
16 11/10/2012
18. A. Personas
Personas are “fictional representations of your
ideal customers” ( Wikipedia)
They help you build a picture of your ideal
customer in terms of understanding his needs
,wants and behaviours; and therefore, how to
present your products/services benefits to
greatest effect
I find it useful to imagine these as Cluedo like
characters, where the characters embody all sorts
of assumptions about their behaviours......
18 11/10/2012
19. Personas as Cluedo Characters!
Colonel Mustard Miss Scarlett
Colonel Mustard is the stock character of Miss Scarlett is the resident femme
a great white hunter and colonial fatale in Cluedo. She is typically
imperialist. He is usually a military man portrayed as young, cunning, and
both dignified and dangerous. highly attractive.
19 11/10/2012
20. Personas: Typical profile Info.
Demographics
Needs/Wants/ “Pain” points
Behaviours
Where they typically “hang out” (frequent)
Where they typically get their
information/influence from
How computer literate they are ( important for
digital marketing)
See an example below....
20 11/10/2012
21. Example- Social Media Persona
Types http://socialmediatoday.com/node/564409
21 11/10/2012
22. How to use personas in your
marketing strategy
Decide which of your benefits are likely to be
most important for each persona type
Tailor your marketing messages to be most
relevant to them
Select the most appropriate tactics! If your target
clients are not online then Digital Marketing is a
waste of time & effort!
Target the media they use to find out about things
Persona types are particularly important if you
want to target new customers for your products.
It helps you to understand them and what
22 messages are most relevant. 11/10/2012
23. B. Socio Demographic Groups
Before Personas became popular targeting was
often done by reference to Socio Demographic
groups
The logic behind these types were that they were
classifications of people into groups who showed
similar patterns of behaviour.
Classically these have been classifications such
as Social Class or Social Economic Groups
(SEG’s)
More recently Generational Groups have
become more widely used. These are outlined
23
below. 11/10/2012
24. Generational Groups
This is recent approach based on the premise
that birth date is a key behavioural determinant.
This believed to be the case due to the rapid, and
increasing, pace of change in society leading to
successive generations showing different
behaviours
These Generation Groups are believed to be
differentiated particularly in the attitude to, and
use of, technology. This is because the sheer
pace of technological developments and its
implications over the recent past.
The table below summarises the various
generation groups and their characteristics from a
24 11/10/2012
marketing perspective.
26. C. Hybrid Types
These are neither pure groups nor individuals but,
more, ad hoc groups (or typologies), defined for
target marketing purposes . These tend to be
based upon a combination of demographics and
behaviours.
The most famous example is the first Obama
presidential campaign who identified “Soccer
Moms” and “Nascar Dads” as key groups to
develop specific messages for.
More recently groups such as “Smartphone
Moms” , “Social Junkies” and “Techno Geeks”
have been used to effect.
26 11/10/2012
27. Use of Hybrid Types
Hybrid types have been proved effective in target
marketing- especially where it has not been
possible to identify ideal personas. However there
are some limitations:
1. By their more general nature they allow less
specific message targeting.
2. They are not comprehensive like socio
demographic groups.
3. They tend to be very geographically and
culturally specific. Are Smartphone Moms or
Nascar Dads relevant outside the US?
27 11/10/2012
28. 4.Local
Local, can be regarded as a particular “persona”,
rather than a type of its own. I treat it separately, as it
is a very important and distinctive customer type.
Generally speaking, if your business caters for mainly
local customers/clients, then you approach to
marketing is dominated by this fact.
Examples of businesses where local is pre-eminent
includes: local shops, coffee bars, restaurants and
other local service providers.
A list of potential marketing tactics are on the next
slide.
This is a very specialist area and a link to an
28 introductory resource paper appears at the end 11/10/2012
29. Local Marketing tactics
Traditional Digital
Word of Mouth Local search listings
Local Networking Google Places/G+
Local Advertising Online Directories
Leaflets & Flyers Foursquare
Local Newspapers Local deals (Groupon)
Support local events Location specific
Physical directories adverts.
Mobile website/offers
29 11/10/2012
30. Summary on Customers &
Clients
This section has presented a number of different
methods of looking at clients in order to
understand their characteristics in order to target
your marketing messages.
Generally, the more specific and personal you
can get the more focussed and effective your
messages can be. Personas are therefore the
preferred method.
Generation groups provide a useful context and
Hybrid groups can be useful in some contexts.
Beware national cultural differences
Where Local is the overriding factor, this largely
determines your approach to marketing.
30 11/10/2012
31. 3. Markets and Competition.
Marketing is not undertaken in a vacuum but in a highly
dynamic environment. It is vital to understand this to
develop an effective marketing strategy.
31 11/10/2012
32. Importance of Market Intelligence
In my experience this is the area that a large
number of marketing strategies fall down
upon
Marketing strategy cannot be constructed in
isolation. Understanding the wider context,
such as the dynamics in the marketplace, and in
particular of the activities of your competitors, is
absolutely vital
Market Intelligence is looked at below under two
headings:
1. Markets
32 2. Competitors 11/10/2012
33. 1. Markets
It is vital to understand what is happening in your
overall marketplace as context to setting marketing
strategy
Generally growing markets provide more
opportunities as the number of potential customers is
growing and competition is less.
Declining markets are the reverse with falling
demand where a number of legacy suppliers are
competing for less business. Price is likely to be more
important.
A third important market type is a market where a
major change is occurring- often called a market
33
discontinuity- as this provides an opportunity for11/10/2012
new products and services to succeed.
35. Marketing Information
Perhaps the simplest, and most overlooked,
method is to simply ask your potential customers
what they want. Alternatively you can describe
your product and ask them if they would buy it.
Over and above this, there are many publishes
sources of information. These provide invaluable
information and intelligence on markets.
The table below summarises some of the main
sources and the resources paper contains further
more in depth information and links etc.
35 11/10/2012
37. 2. Competitors
Understanding who your competitors are, and
their competitive positioning, is vital to arriving
at your own.
It is also useful to try and anticipate their future
strategies as well. Never forget that they are
actively planning at the same time you are!
I suggest you try and pull together an implied
marketing plan for each of your major
competitors!
Fortunately, in most industries, information on
competitors is fairly easy to come by!
The next few slides looks at some sources of
competitive information.
37 11/10/2012
39. Social Media as a Competitive
Source
Twitter
Follow to identify: Marketing messages and tactics, Customers:
who they are what they are saying, hash tags (#) used etc.
Facebook
Identify Company Pages: Key messages and promotions,
numbers and characteristics of followers, customers views of
offerings.
LinkedIn.
Company Pages. Identify the core products and services and the value
proposition. Contains numbers and roles of employees, marketing
messages and blog posts. Slide Share presentations
Google+ Local( ex Places)
Location (Maps), opening hours, Customer Reviews, Customer
References
YouTube.
Identify video marketing strategy
Pinterest
Identify image marketing strategy
39 11/10/2012
40. Marketing Grader
Tool provided free by Hub Spot
Very valuable for assessing you own digital
marketing strategy
In addition it can compare your online presence
with your competitors.
Number of pages, numbers of inbound links and
where from.
Summary of social media activity on major
platforms
Assessment of comparative weaknesses and
strengths of inbound marketing strategy
40 11/10/2012
More information in resource doc.
41. Unique Selling Proposition (USP)
The culmination of the marketing strategy process
described above is the formulation of your USP’s
Your CVP may well be similar to your competitors.
The USP attempts to capture what makes you
different from your competitors. A definition is:
“The factor or consideration presented by a seller
as the reason that one product or service is
different from and better than that of the
competition”
This is the driving force for all of your marketing
messages
The resources document contains guidance
41
details on how to put these together. 11/10/2012
42. Summary: Marketing Strategy
Marketing strategy need not be complicated for small
businesses.
You do need to have an understanding of:
Your products and services and their customer benefits.
Your customers, and potential customers, needs and
wants
The wider marketplace trends and your competitors
strategies and tactics.
Based upon the above you can select your USP’s and
the marketing tactics most likely to be successful for
your business.
Digital Marketing tactics may, may not, or have only
42
limited applicability to your business. 11/10/2012
43. Downloadable Resources
Document Link
Products & Services Resource https://www.box.com/s/xirhcdxani33dmz2lf3c
Doc.
FAB Analysis Pro Forma https://www.box.com/s/q45tzkarn73s1utyzgvd
CVP Pro Forma https://www.box.com/s/nvs1355pquoecixsjni3
Customers & Clients Resource https://www.box.com/s/gcgjge3xvbdfdjyme1ek
Doc.
Markets & Competitors https://www.box.com/s/5xm6ktqbx2oa6fdyuqo
Resource Doc. k
Competitor Analysis Pro Forma https://www.box.com/s/2sfyw0k34ake369z1l3
o
43 11/10/2012
Localisation Resources Doc. https://www.box.com/s/p1nl29m2ffqeqhbw9m
I have been giving this presentation for 3 years now. I laugh when i look at the original version “effective websites for small businesses”Such is the rapid changeCome complete circle on some issuesOnly an Introduction – not a how to!Small Businesses perspective onlyRe engineered it in the light of past comments and made it an overview only. Taken out a lot of detail to get within 1.5 hoursAbout apprcistion “know what you dont know” rather than “how to” education.