Strategic marketing requires understanding new tools and old rules. While the number of marketing channels has increased, the fundamentals remain the same - understanding the target audience, properly positioning your product, and communicating the desired message. To develop an effective strategy, marketers must research who their customers are, what need their product fills psychologically rather than just functionally, and how it will be perceived relative to competitors. With this customer-focused approach, the right marketing plan and tactics can be implemented.

1. Strategic marketing: New Tools | Old Rules

2. Perception is more important than reality

3. The market is spoilt for choice

4. And so are the marketers .....

5. Consumer magazines 1990 = 417 Consumer magazines 2008 = 1100

9. "Mobile-phone marketing today is where Internet advertising was in 1996 -- it's about to take off... There are already more mobile phones in use worldwide than televisions and computers put together."

10. Point of sale

13. All this stuff is just the new tools that we can use to communicate

15. The old rules still apply

16. 1964 Competition entry forms & barrel Media conference at Essendon Airport Special edition promo newspaper A-frame walkers On pack promotion – Streets Ice Creams Hot air balloon stunt

17. Whatever the tool you need to know how to use it....

18. Strategy An overview - what you have to achieve to get to your goal Far reaching, broad Strategic thinking Focused – VS Scatter gun Pro-active – VS Re-active Determined/Decided - VS Ad hoc

19. Rule number one It’s not about you

20. Age Lifestage Demographics

21. Values Beliefs Personality

22. Employment Income Role

23. Friends Family Influences Media

24. Pastimes Interests Hobbies Politics

25. ? Ask Research Internal data External data Watch Listen

26. Rule 2 It’s not about your product or service It’s about what it MEANS....Not just what it IS

27. "In the factory we make cosmetics… In the store we sell hope"

28.  Product focused Customer focused 

29. What is the unfulfilled desire that your product fills?

30. RULE 3 It’s not about what you know…. it’s about what they think

31. In the of your customer What is the Position of your product? Where are your competitors? What is the word you want to own?

32. Safe car Volvo Toothpaste Colgate Dog food Pal Safest airline ? Number one TV ? Hamburgers ? Fun airline Virgin

33. Once you have the: 1. Who (your target) 2. What (your product) 3. How (your position) | the strategy | Your marketing plan will fall into place.......

34. Promote Branding Advertising Promotion Communication

35. Bambi Gordon The Woo marketing training for small biz owners M: 0418 47 97 35

36. Credits.... Mobile phone quote: Michael Baker, President, Enpocket, Digital ad revenue figures: Advertising Age, May, 2008 PICS: Dreamstime.com Consumer magazines: Sunday Life, Sept, 08 Hope Quote: Charles Revson, Revlon