Marketing skills

› Market segmentation
› SWOT analysis
› Marketing strategy and marketing research
› Marketing tools
1. Advertising
› Advertising techniques and how to make it work
› Advertising media
2. Email marketing
3. Newsletters, E-newsletter and corporate brochure
4. Websites, blogs and viral marketing
5. Exhibitions
6. Sponsorship and sales promotion

Understanding and knowing
what your customers want.
Communicating with them in an
effective manner to win more
business.
Having a flexible business model
which can respond quickly to the
changes.
Not something you can pickup
today and get results from
tomorrow.

How Market-Oriented is Your
Business?

How Market-Oriented is Your Business?
› Did you create products by keeping the customers in mind?
› Do you keep a track of your customers’ attitudes and
behaviors?
› Is your business properly organized and coordinated?
› Are your staff customer-friendly and responsive to
customers’ needs?
› Do you consistently deliver your promise?
› Do you innovate enough?

Did you tick “Yes” to all of these questions?
Well Done
If you wish to build and maintain your competitive edge, then you
have to keep asking these questions and keep ticking the boxes –
everyday!

Conduct a survey with
your customers.
Get feedback from your
customers and assess
what they are thinking
about your products/
services and staff.
Listen to and act on this,
even if you don't like
what you hear.

• Keep a track of your
market and your
competitors.
• Be aware of what
happens in the wider
marketplace.
• Gain knowledge about
the trends and
developments, which
could affect your
business.

• To market your products
and services to your
valuable customers, you
need to understand who
they are.
• The more your knowledge
about your customers, the
easier to choose and use
the required marketing
tools and messages to
reach them effectively.

7 Key Marketing Questions
1. What kind of business are you in?
2. Whom are potential to buy your products or services?
3. What idea do you have about your target markets?
4. What exactly do your customers need?
5. How can you reach your customers?
6. Where are your customers?
7. For what messages will they respond to?

To understand your
customers, divide them into
various groups with similar
characteristics.
This is one of the ways to
target them effectively.
It becomes easier for you to
sell more to them and you can
avoid throwing money chasing
customers who are unlikely to
buy from you

What is Market Segmentation?
› The division of a market into various homogeneous groups
of consumers is known as market segmentation.
› A market segment should be:
1. Measurable
2. Accessible by communication and distribution channel
3. That which does not change very quickly
4. Substantial enough to be profitable

Targeting Based on Specific Segments
Consumer Market Segmentation
Based on region, climate, population
density and population growth rate
Based on age, gender, ethnicity,
education and family status
Based on values, attitudes and lifestyle
Based on usage rate and patterns, price
sensitivity, brand loyalty and benefits
sought

Targeting Based on Specific Segments
Business Market Segmentation
Based on the loyalty to suppliers, usage
pattern and order size
Based on customer concentration,
industrial growth rate and other
macroeconomic factors
Based on the size of organization, its
industry, position in the value chain, etc.

Business may be segmented
according to;
1. Type of business
2. Size of business
3. Business by geographical area

Arnold’s Printing Company
› Arnold runs a printing company which provides a range of
services, from
› long-run litho printing to personalized short-run digital
printing.
› He has always considered that any business can buy his
printing services. Therefore, he has spent a great deal of
money on advertising in directories, at football grounds, in
newspapers and business magazines.
› His advertising campaign has brought him no new business.
› He now wonders where he has gone wrong.

Arnold Mistake
› While it is true that any business could buy from Arnold, this
is far too wide a definition, and therefore too broad a market
for him to reach.
› Arnold wasted money by not understanding who are his core
customers and, therefore, he needs to identify who his
target customers are, for both his litho printing division and
personalized digital printing services
› Having identified them he can use his marketing tactics to
reach them

What Should Have Been Done?
3. To reach your target markets, start
by analyzing your current customer
base
2. Now list what services/ products
they buy
1. Which of your customers are your
most profitable sectors?

Consumer market can be divided
according to;
1. Type of house
2. Lifestyle
3. Lifecycle

Other classifications, you can also
divide your customers by;
1. Age
2. Gender
3. Ethnic
4. Origin
5. Marital status
6. Employment Status
7. Income

• You can sell your products/
services to whoever is willing
to pay for them
Selling
Selling to Everybody
Marketing
• Marketing to anybody is
impossible unless you have a
great deal of money to
spend.
• In addition to that, what
message do you use?
• It has to appeal to a wide
range of customers with
different interests and
backgrounds
• Your marketing message
either hit the right category
of customers or your money

Cont. …
› Look at your own customer base and find out who is buying
from you.
› Start collecting details about your customers on a database
and analyze it on a regular basis.

• Consumers buy for their
own personal use
Consumer buying
Consumer Buying Vs. Business Buying
Business buying
• Businesses buy for their
organization

SWOT Analysis and Marketing
› A SWOT (Strengths, Weaknesses, Opportunities and Threats)
analysis looks at internal and external factors that can affect
your business.
S W
O T
Internal
factors
External
factors

SWOT Analysis and Marketing› The internal factors may be
viewed as strengths or
weaknesses depending upon
their impact on the
organization's objectives.
› What may represent strengths
with respect to one objective
may be weaknesses for
another objective.
› It is essential to note that the
internal factors are within the
control of organization, such as
operations, finance, marketing,
and other areas.
› These factors may include all
of the 4P's; as well as
personnel, finance,
manufacturing capabilities, and
so on.
S W
O T
Internal
factors
External
factors

SWOT Analysis and Marketing
› The external factors are out
of the organization’s control,
such as political and
economic factors,
technology, competition, and
other areas.
› The external factors may
also include macroeconomic
matters, technological
change, legislation, and
socio-cultural changes, as
well as changes in the
marketplace or competitive
position.
S W
O T
Internal
factors
External
factors

S
W
O
T
Strengths are:
• Characteristics of the business or team that give it
an advantage over others in the industry.
• Positive, tangible and intangible attributes, internal
to an organization.
• Beneficial aspects of the organization or the
capabilities of an organization, which includes
human competencies, process capabilities, financial
resources, products and services, customer goodwill
and brand loyalty.

S
W
O
T
Examples;
1. Abundant financial resources
2. Established brand name
3. Economies of scale
4. Lower production costs
5. Superior management
6. Excellent marketing skills
7. Good supply chain distribution
8. Great Employee commitment

S
W
O
T
Weaknesses are:
• Characteristics that place the organization at a
disadvantage relative to others.
• Detract the organization from its ability to attain the
core goal and influence its growth.
• Factors which do not meet the standards set in the
organization.

S
W
O
T
Examples
1. Limited financial resources
2. Low R & D Budget
3. Narrow product line
4. Weak supply chain distribution
5. Higher production costs
6. Obsolete or Out-of-date products/technology
7. Poor market image
8. Poor marketing skills
9. Weak management skills
10.Under-trained employees

S
W
O
T
Opportunities are:
• Chances to make greater profits in the environment.
• External attractive factors that represent the reason
for an organization to exist and develop.
• Condition of the environment that benefits the
organization in planning and executing strategies
that enable it to become more profitable.
Organization should be careful and recognize the
opportunities and grasp them whenever they arise.
Opportunities may arise from market, competition,
industry/government and technology.

S
W
O
T
Examples;
1. Rapid market growth
2. Complacent rival firms
3. Changing customer needs/tastes
4. New uses discovered for existing product
5. Economic boom,
6. Government deregulation
7. Decline in demand for a substitute product

S
W
O
T
Threats are:
• External elements in the environment that could
cause trouble for the business.
• External factors, beyond an organization’s control,
which could place the organization’s mission or
operation at risk.
• Conditions in external environment that jeopardize
the reliability and profitability of the organization’s
business.
Threats compound the vulnerability when they relate
to the weaknesses. Threats are uncontrollable. When a
threat comes, the stability and survival can be at
stake.

S
W
O
T
Examples;
1. Entry of foreign competitors
2. Introduction of new substitute products
3. Decline in product life cycle
4. Changing customer needs/tastes
5. New strategies adopted by rival firms
6. Increased government regulation
7. Economic slowdown

Who Needs SWOT Analysis?
Job Holder:
SWOT Analysis is useful for a job holder:
1. When his supervisor has issues with work output
2. When he is assigned to a new job
3. When he is faced with fresh targets
4. When the job holder seeks to improve his performance on
the job

Business Unit (BU):
SWOT Analysis is useful for a Business Unit (BU):
1. When the team has not met its targets
2. When the customer service needs to be improved
3. When launching a new business unit to pursue a new
business
4. When a new team leader is appointed for the BU

Company:
SWOT Analysis is useful for a Company:
1. When revenue, cost and expense and targets are not being
achieved
2. When the market share is declining
3. When the industry conditions are unfavorable
4. When launching a new business venture

TOWS Analysis
› A TOWS analysis involves the same basic process of listing
strengths, weaknesses, opportunities and threats as a SWOT
analysis.
› However, in a TOWS analysis, threats and opportunities are
examined first and weaknesses and strengths are examined
last.
› After creating a list of threats, opportunistic, weaknesses
and strengths, managers examine ways the company can
take advantage of opportunities and minimize threats by
exploiting strengths and overcoming weaknesses.

TOWS Analysis
› Thus, you can see that both SWOT and TOWS analysis
involve the same basic steps and so may likely produce
similar results.
› However, the order in which managers think about
strengths, weaknesses, threats and opportunities may make
a different impact on the direction of the analysis.
› This is because focusing on threats and opportunities first
helps lead to productive discussions about what is going on
in the external environment.
› So, you do not just start by concentrating on abstract
discussions about what a company is good at or bad at.

Note
› SWOT and TOWS use the same factors for analysis. SWOT
and TOWS are sometimes used interchangeably without
regard to the order that strengths, weaknesses, threats and
opportunities are examined.

Quadrant Combinations
› The challenge of SWOT is the matching of specific internal
and external factors, which creates a strategic matrix and
which makes sense.
1.
Maxi-Maxi
(strengths/opportunitie
s)
2.
Maxi-Mini
(strengths/threats)
3.
Mini-Maxi
(weaknesses/opportuni
ties)
4.
Mini-Mini
(weaknesses/threats)

› Maxi-Maxi (S/O):
› This combination
shows the
organization’s
strengths and
opportunities.
› In essence, an
organization should
strive to maximize its
strengths to capitalize
on new opportunities.
1.
Maxi-Maxi
(strengths/opportunities
)
2.
Maxi-Mini
(strengths/threats)
3.
Mini-Maxi
(weaknesses/opportunit
ies)
4.
Mini-Mini

› Maxi-Mini (S/T):
shows the
organization’s
strengths in
consideration of
threats, such as from
competitors.
› In essence, an
organization should
strive to use its
strengths to parry or
minimize threats.
1.
Maxi-Maxi
)
2.
Maxi-Mini
(strengths/threats)
3.
Mini-Maxi
ies)
4.
Mini-Mini

› Mini-Maxi (W/O):
shows the
organization’s
weaknesses in tandem
with opportunities.
› It is an exertion to
conquer the
organization’s
weaknesses by
making the most of
any new opportunities.
1.
Maxi-Maxi
)
2.
Maxi-Mini
(strengths/threats)
3.
Mini-Maxi
ies)
4.
Mini-Mini

› Mini-Mini (W/T):
shows the
organization’s
weaknesses by
comparison with the
current external
threats.
› This is most definitely
a defensive strategy,
to minimize an
organization’s internal
weaknesses and avoid
external threats.
1.
Maxi-Maxi
)
2.
Maxi-Mini
(strengths/threats)
3.
Mini-Maxi
ies)
4.
Mini-Mini

Mistakes in SWOT Analysis
› It is very important to conduct a SWOT Analysis that is
effective and produces results. However, there are certain
common mistakes that people tend to make while
conducting a SWOT Analysis. The five most common
mistakes that people make while conducting a SWOT
Analysis are as follows:
1. Unclear goals or unclear objectives
2. Keeping a very narrow focus
3. Not taking input from others
4. Conducting an analysis only once
5. Relying on SWOT as a holistic diagnostic strategy

Tips for Effective SWOT Analysis
1. Be realistic about the strengths and weaknesses of your
organization.
2. Distinguish between where your organization is today, and
where it could be in the future.
3. SWOT should always be specific, avoid grey areas.
4. Keep your SWOT short and simple.
5. Always apply SWOT in relation to your competition, that is,
better than or worse than your competition.
6. Always keep in mind that SWOT is subjective.
7. Avoid complexity and over analysis
8. Once you have identified the key issues with your SWOT
analysis, they feed into marketing objectives.

Wal-Mart SWOT Analysis
› Wal-Mart Stores Inc. also known as Wal-Mart is an American
multinational retail corporation.
› Wal-Mart includes chains of large discount department stores
and warehouse stores.
› According to the Fortune Global 500 list in 2012, Wal-Mart is
the world's third largest public corporation.
› It is also the biggest private employer in the world with over
two million employees, and is the largest retailer in the
world.
› Let us look at a basic SWOT Analysis of Wal-Mart.

• Powerful retail brand & good reputation
• Provides value for money
• Wide range of products
• Efficient procurement
• Substantial growth over recent years
• Experience of global expansion
• Good use of information technology to
support its international logistics system
• Focused strategy for human resource
management and development
• To take over, merge with, or form
strategic alliances with other global
retailers
• Focus on specific markets such as Europe
• Opportunities for future business in
expanding consumer markets, such as
China and India.
• Looking for new locations and different
store types
• Control problems due to its sheer size of
being the World’s largest grocery retailer
• Despite its IT advantages, it faces some
weak areas due to the huge span of
control
• Lacks focus unlike some of its
competitors due to various products
across many sectors
• The company is global, but it only has a
presence in relatively few countries
Worldwide
• Exposure to threats of political problems
in the local countries that Wal-Mart
operates in
• Being the constant target of competition,
locally and globally due to its being
number one in the World
• Competition due to lowered
manufacturing costs
• due to outsourcing to low-cost regions of
the World
• Price competition which results in price
deflation in some ranges
S W
O T

McDonald’s SWOT Analysis
› McDonald's Corporation or McDonald’s is the world's largest
chain of hamburger fast food restaurants.
› It serves around 68 million customers daily across 119
countries.
› A McDonald's restaurant is operated by a franchisee, an
affiliate, or the corporation itself.
› The corporation's revenues come from the rent, royalties
and fees paid by the franchisees, as well as sales in
company-operated restaurants.
› Let us look at a basic SWOT Analysis of McDonald's.

• Ranks very high on the Fortune
Magazine's most admired list
• Community oriented
• Global operations all over the world
• Cultural diversity in the foods
• Excellent location
• Assembly line operations
• Use of top quality products
• Opening more joint ventures
• Being more responsive to healthier
options
• Advertising Wi-Fi services in the
branches
• Expanding on the advertising on being
more socially responsible
• Expansions of business into newly
developed parts of the world
• Open products up to allergen free
options such as peanut free
• Failed the pizza test market thus limiting
the ability to compete with pizza
providers
• High training costs due to high turnover
• Minimal concentration on organic foods
• Not much variation in seasonal products
• Quality concerns due to franchised
operations
• Focuses on burgers/fried foods which are
not healthier options for their customers
• Marketing strategies that entice people
from small children to adults
• Lawsuits for offering unhealthy foods
• Contamination risks that include the
threat of e-coli containments
• The vast amount of fast food restaurants
that open as competition
• Down turn in economy affecting the
capability of consumer spending
• Focus on healthier dieting by
consumers
S W
O T

What is Marketing Strategy?
› Marketing strategy allows an organization to find out the
opportunities for increasing sales and achieving a
competitive advantage.
› It consists of short and long-term activities in the marketing
field

Developing a Marketing Strategy
1. Define your marketing methods
2. Mention how you will position your products/services
3. List down the benefits of your products/ services
4. Find out your target market
5. Describe your company’s USP

Note
› Your Unique Selling Proposition sets you out from the rest
› Develop a budget for your marketing plan
› Review your marketing plan once every quarter

Types of Strategies
› Strategies based on market dominance - In this scheme,
firms are classified based on their market share or
dominance of an industry;
1. Leader
2. Follower
3. Challenger
4. Niche

How to Write the Marketing Strategy?
› 7 Tips for Writing the Marketing Strategy Section of a
Business Plan
1. Make it unique
2. Know your customers/clients
3. Be flexible
4. Do more research
5. Use visuals
6. Take care of your budget
7. Include your collateral

What is Marketing Research?
› Marketing research specifies the information required to
address various issues, designs the method for gathering
information, manages and implements the data collection
process, analyzes the results, and communicates the
findings and their implications

Categories of Marketing Research
1. Consumer marketing research.
2. Business-to-business (B2B) marketing research
3. Consumer marketing research deals with understanding
preferences, attitudes and behaviors of consumers.
4. B2B marketing research is much complicated than
consumer marketing research. B2B marketing research
addresses a much smaller number of customers who are
very much larger in their consumption of products than is
the case in consumer markets.

• Based on observations–
Ethnographic studies and
experimental techniques
Experimental
Methods of Marketing Research
Qualitative and quantitative
research
• Based on questioning–
Qualitative and quantitative
marketing research

Marketing Research Process
Define the problem
Determine the
research design
Find out the data
types and sources
Design questionnaires and
data collection forms
Determine sample
plan
Gather the data
Analyze/interpret the
data
Prepare the research
report

A Small Test For You Now . . .
› We are losing sale on a couple of product lines.
› What should we do?

Solution
› Check whether the demand for this product was overtaken
by something new from the competitor
› Ask yourself whether you could re-launch these products, or
one of them, after redesigning or enhancing them

The Marketing Tools
› Now that you might have got a clear idea of where you are
heading and the type of customers you are targeting, you
need to identify the right marketing or promotional tools to
reach those customers.
1. Advertising
2. Signage
3. Promotional items
4. Direct marketing
5. E-marketing
6. Editorial
7. Seminar
8. Sponsorship

Essential Questions
› Before using the promotional tools, you need to answer the
following questions. These will help you get clarified on how
to get good results
1. What is my objective?
2. What is the right way to communicate?
3. What are the best marketing tools for my audience?

Failures of Business Marketing
› Some businesses fail in their marketing due to the following
reasons:
1. Lack of proper knowledge about the type of markets they are really
in
2. They do not understand why customers buy from them and hence
don’t communicate the right message
3. They move from one marketing tool to another without giving any of
them much time to work

Advertising
› Advertising simply doesn’t mean publishing something in a
newspaper or magazine or running a campaign on the radio
and television or on the internet.
› In this section let us examine where you can advertise and
how you can make your advertising more effective to boost
results

Advertising Objectives
Build brand
recognition
Give details about
products/ services
to customers
Back up
with sales
drives
Drive visitors
to your
website
Influence
consumers to
buy

How to Make Advertising Techniques
Work?
› For advertising to be successful, the following criteria needs
to be fulfilled
1. Awareness of the brand
2. Understanding of the product
3. Conviction to buy
4. Customer action

AIDA
› AIDA is an acronym which represents the steps a marketer
takes in order to persuade customers to buy a product or
service.
› The advertisement should be seen, read, remembered,
believed and acted upon by the people.
› There is a very simple rule – AIDA which stands for:

I D
Attention:
• Marketing must first attract the
customers’ attention to the product.
• Customers become aware of a
product and know it is available.

Attention
› You need to grab the ATTENTION.
› You only have a couple of seconds to catch someone’s
attention before they turn the page, put your mailshot in the
dust bin, switch off the radio, switch to another channel on
the television, leave the website or press the delete button.

Example
› Robert has planned to target his existing customers by
telling them about a new service his company is going to
offer.
› He plans to conduct an e-mail marketing campaign.
› He is designing an advertisement to be published in a
business magazine and wants to back this up by a mailing
campaign and an e-mail campaign to the targeted select
businesses.
› He needs to come up with an ATTENTION headline

Cont. …
Looking to make the most of your marketing budget?
– This headline scores 22.2% on the online headline analyzer
Now there is a highly cost effective way to reach more
businesses and get results
– This headline scores 42.8% on the headline analyzer. Hence it is a
more powerful headline
Need a cost effective way to reach new businesses?
– This headline scores 66.67% and is a far more powerful one

I D
Interest:
• Then, marketing must create an
interest in the product.
• Customers will develop an interest in
the product.

Interest
› What are the benefits you are offering?
› Make these benefits strong in your advertising copy,
mailshot letters and leaflets

I D
Desire:
• Next, marketing must develop a
desire to own or have the product so
that customers actively want the
product.

Desire
› Now, you have to strengthen the benefits of the products
and services which you offer. You can use questions to hold
the interest and build desire.
› What’s more, our award winning design team can make sure
your message is communicated in an eye-catching and
appropriate style to suit to your customers and target
customers, generating great results”

I D
Action:
• Finally, marketing must prompt
action to purchase, so that customers
take steps to buy the product.
• For example, by going to the shop or
ordering it online.

Action
› To close, you need a call to action.
› Tell the customer that he/she can get further information by
visiting your website.

Question
› My advertisements aren’t generating any replies, why?

Solution
› Firstly, examine where you have advertised, and then ask yourself
if it is the correct medium for your target audience
› Secondly, look at how the message is worded in your
advertisement
› How strong is the message in terms of AIDA

Advertising Media
1. Print media
2. Broadcast media
3. Poster advertising
4. Internet advertising
5. Mobile marketing
6. “Off the page” advertising
7. Direct marketing
8. Signage
9. E-shots
10.Promotional items

Advertising Media
1. Print media
– Includes newspapers, magazines, wall planners, directories, etc. Find
out where the majority of publications have a presence
2. Broadcast media
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
– Before advertising, check whether this is the right media for your products and
services. Ask the radio or television station for audience figures and how far the
audiences are reached
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
– Includes hoardings, railway station, bus shelters, buses and mobile
billboards. They need not be national. You can tailor this to where your
customers are based.
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
– There are plenty of internet sites which advertise and sell goods and
services. You can advertise on your own websites and also in search
engines such as Google and Yahoo
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
– Advertising and marketing through mobile phones is growing fast. This kind of
marketing is personal, direct, interactive and targeted. These have the potential
to reach customers wherever they go
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
– They appear in many magazines and newspapers. In this kind of advertising, the
customers can buy the product “off the page”, paying by check or credit card,
either by using coupon response or by calling the store to place their order
7. Direct marketing
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
7. Direct marketing
– Mailshot letters, leaflets, inserts in magazines, flyers and door-drop leaflets come
under this category. They are considered as direct marketing as you communicate
with your customers directly
8. Signage
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
7. Direct marketing
8. Signage
– Signage and uniforms are positive marketing tools when it comes to marketing a
service or helping to reinforce brand identity and image. If you are advertising on
your company vehicles, consider the image and impression your drivers are
creating on the minds of the public
9. E-shots

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots
– These are similar to mailshots, but the only difference is that you are
using e-mail to send your advertisements to your customers rather than
the postal system

Advertising Media
1. Print media
2. Broadcast media
5. Mobile marketing
7. Direct marketing
8. Signage
9. E-shots
– Promoting your organization’s name and key marketing message through certain
promotional items that are often given away for free can help spread the word
and reinforce brand name and image

E-mail Marketing
› E-mail marketing can be used to raise the profile of your
company, products and services.
› It is a quick, simple and cost effective method of marketing.
› Lets see the do’s and don’ts of using e-mail marketing.

Benefits of email marketing
1. It is simple, fast and economical.
2. It can be personalized.
3. Click-through can be tracked.
4. Responses from people can be measured.
5. The ability to click on a link to a website is a great asset.

Things to Avoid in email Marketing
1. Avoid doing everything in one hit.
2. E-mail address should not be typed in the “To” field.
3. Main message should not be sent as an attachment.

Question
› How can I boost response to my email campaigns?

Solution
› Make sure you are targeting the correct audience.
› Ensure that the copy is strong enough to generate interest, build
desire and stimulate action.
› You can put a strong special online offer in your e-shot that will
compel people to “read more” on the website.

Newsletters
› Consistent and content specific newsletter is a powerful tool
for marketing.
› It can be either a printed or an e-newsletter version.
› Lets see how to make your newsletters, e-newsletters and
corporate brochures more effective

Newsletters and e-newsletters
› To make this tool effective and powerful;
1. Newsletters must be printed regularly.
2. Knowing your objective is the first step before launching a
newsletter.
3. You have to get a clear idea about your target audience

Cont. …
› Subscribers/Mailing List
– Your existing customers are the obvious starting point for subscription
to your newsletters.
– But you will also need to be keen to add new prospects to this list,
build a dialogue with them over time and boost your chances of
winning new business from them

Cont. …
› Content is critical
– The newsletters should have information of real value to the
customers.
– You need to make your newsletters stand out from others.
– At least 80% of the information should be meaty content written in
an editorial style.

Cont. …
› Consistency and Timing
– Developing a personality for your newsletter will help it stand out
from the competitors.
– Consistency is critical.
– Draw up a publication timetable and stick to it. Don’t promise
something which you can’t deliver

Corporate Brochure
› Consider the below questions to help you decide if you need
a corporate brochure and how you are going to use it
1. Should it be mailed to people on request?
2. Is it to be displayed in the reception?
3. Is it meant to be taken to an exhibition or for use by the internal
sales force?
4. Who are the target audience for your brochure?
5. Do you have different brochures to communicate with each group of
customers?

Cont. …
› Notes
1. Make sure you spend money wisely on a brochure
2. Make sure it serves the purpose
3. Remember to stress benefits and write it in a style your customers
will respond to

Take a Look at the Following Question . .
.
› My press release isn’t getting into the newspapers and magazines.
Why?

Solution
› Is the story strong enough? Examine whether it creates interest
for the readers
› Have you got your timing right? Perhaps you sent the release very
late
› It takes time to build relationship with journalists

Website
› Your website should reflect the personality of your
organization.
› Analyze the advantages and USP of your products and
services, these should be included into your website and
design.

Website Design
1. Make it easy to read
2. Text should not be very small
3. Limit the graphics
4. Attract your customers
5. Make navigation clean and easy

Website content
› The content used in the website should be precise and not
more than 12 words per line.
› Make a good headline to grab the attention of people.
› Make the right impression.
› Give them compelling reasons to stay

Website Samples
› http://www.zoetis.com/
› https://www.boehringer-ingelheim.com/

Analyzing and tracking your website
› Start analyzing how people use your website.
› Watch for the keywords which they have used to reach you.
› Find out where they are coming from and how long they stay
on page.

Generating traffic to your website
› Ensure that you have covered all the areas including your
web address on every piece of marketing material.
› Search Engine Optimization and building links are crucial to
a successful website

Cont. …
› Oh! Am I searching the
same word with different
spelling

Cont. …
› You have to select the words and phrases that are regularly
searched for.
› There are different spellings used in different countries for
the same word, be aware of all these differences.
› The text which are found in links are given more importance
than the words found in regular body text.

Building links
› Building links is another highly effective way of climbing
higher in search engine rankings.
› Search engines like Google look for quality link pointing to
websites and these links can drive targeted traffic.
› The more links you have on other websites the higher you
are rated.

Blogs
› A blog can be defined as an online diary.
› It is like a website, and it is free and easy to use.
› Don’t use your blog blatantly as a selling tool.
› It has to provide interesting and informative content

Viral Marketing
› In viral marketing people will pass on and share interesting
or funny content, create awareness and even demand for a
particular brand.
› The objective of viral marketing is to generate media
coverage via offbeat stories.

A quick question
› I am not getting any response to my mailshots. Why?

Solution
› First, look at your target list – are you mailing the right people?
› Next, examine you mailer – Does it conform to AIDA – Attention,
Interest, Desire, Action?
› Finally, have you made it easier for your reader to respond?

Exhibition Objectives
1. To enhance the image of your organization.
2. To expand your links in the community .
3. To promote your company’s name and image.
4. Improve relationship with existing customers
5. To get new customers/audience.
6. Update your customers about new products/services

The Exhibition Stand
› There can be three panels, two on either side and a
backdrop to be personalized with promotional material about
your organization.
› You can also have your own custom-made stand designed
and built.

Before the Exhibition
› Before the exhibition
1. Inform the media about the exhibition
2. Add something to spice it up (launch of new products/services)
3. Encourage your customers to visit your stand
4. Offer an incentive for visitors of your stand
› Literature
– Ensure that you have the right literature. It is nice to have something
on display – a computer program or a DVD can be good
› Staffing
– Have at least 2 people on your stand for the majority of time.
– Exhibition work is cumbersome and staff find it difficult to take
breaks.
– Make alternate arrangements

In the Exhibition – Keep Working
1. Don’t just sit, be active
2. Use positive body language
3. Welcome the visitors with a smile
4. Use “open” questions to get information
5. Get visitors’ contact details if they show interest
6. Give them your business card/ literature

After the exhibition
› Look at:
1. How many leads you have generated
2. How many orders you have gained
3. If the exhibition was worth attending
4. If the cost incurred by you has been recovered

Sponsorship
› Sponsoring may be
1. Sponsoring an event
2. Sponsoring an individual
3. Working with a charity
› Sponsoring can be an effective way of communicating your
message to your target group of customers.
› Sponsorship can help position you in the marketplace and
increase your organization’s profit.
› Take extra care when choosing who or what to sponsor.
› There is a risk of portraying a negative image.

Sales Promotion
› Sales promotion as a
marketing tool is a short
term activity.
› It is designed to boost
sales of a particular
product, brand or service

Objectives of Sales Promotion
1. Attract customers to your premises.
2. Encourage repeat sales.
3. Boost volume sales.
4. Increase the penetration of new products.

Types of Sales Promotion
1. Free samples
2. Competition
3. Tokens
4. Money off coupons

1. Free samples
– This can be very expensive and difficult to administer.
– If you don’t depend on personal selling and you wish to deliver the
samples door-to-door, you will need to hire an outside agency to do
this for you.
2. Competition
3. Tokens

1. Free samples
2. Competition
– These can be organized fairly quickly and are relatively easy to
manage.
– Also they translate well on to a website.
– They can secure repeat purchases, but unless the value of your price
is high, the uptake might be slow.
3. Tokens

1. Free samples
2. Competition
3. Tokens
– Collecting tokens to be redeemed against a future purchase or
contribution towards a charity or good cause.
– For example, a coffee shop customer has a card, and every time he
purchases a cup of coffee, his card is stamped. After a number of
such purchases the customer is entitled to a free cup of coffee.

1. Free samples
2. Competition
3. Tokens
– These tend to be very effective in introducing new and improved
products.
– The coupons can reward loyal users and thus help improve brand
loyalty.
– Also, they can provide incentives without having to change the price
on the packaging.

Other Promotions
1. Buy one, get one free
2. 25% discount
3. Buy 3 for 2
4. 10% extra
5. Give away in magazines/ newspapers
6. Cut out coupons
7. Point-of-sale material

Contact us on;
ossama.motawae@eurekaeg.com
+201023985680

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