The document discusses reasons why strategic marketing often fails, referred to as "tragic marketing". The main reasons identified are lack of expertise, lack of customer focus, inability to respond to changes in the marketing environment, lack of support from other departments, and lack of involvement from different levels of the organization in developing the strategic marketing plan. The document emphasizes the importance of having a strategic marketing plan that is coordinated, integrated, focuses on customers, and involves representatives from all departments.
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsJoshua Loomis
This document provides an overview of marketing strategies to generate leads through "Nets" or wide-reaching marketing efforts. It discusses the pros and cons of marketing leads, and introduces the concepts of inbound marketing and growth hacking. Common marketing fails are outlined, including "post and pray" tactics, being too corporate or boring in content, unrealistic lead expectations, and relying on a single marketing strategy. The document emphasizes focusing marketing efforts through proper management, targeting the right market, using relevant messages, and testing various methods. It stresses measuring the key metric of qualified lead velocity rate to predict future growth. Hiring demand generation specialists rather than corporate marketers is also recommended for growth-focused companies.
Business innovation and mastery in singaporeKelvin Loon
1. Masterpieces from creators - Are they engaged and happy ?
2. Case Study from Jack Welch
3. How do you discover a compelling core purpose
4. Will you be the CMO of your organisation
5. Connect with us
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Bob Thilmont, President of Mountain Global Inc., provides 8 critical strategies for businesses to implement during times of economic uncertainty. These strategies include managing cash flow closely, revisiting your business vision, increasing marketing and sales efforts strategically, understanding your products' value proposition, collaborating instead of competing, structuring business models leanly, turning challenges into opportunities, and maintaining a positive attitude. Thilmont emphasizes the importance of adapting business strategies to changing economic realities.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
This document provides an overview and definition of the role of an account planner. It discusses how account planning originated in the 1960s through the work of Stephen King and Stanley Pollitt who sought to better integrate consumer research into advertising development. The role has since evolved from its origins in advertising agencies to encompass a variety of functions across marketing departments. An account planner fulfills roles like market researcher, data analyst, focus group moderator, and strategic thinker to help apply consumer insights to communications development and ensure marketing decisions are grounded in consumer understanding. The ideal account planner is skilled in both quantitative and qualitative research methods.
This document summarizes key points from the book "Follow This Path" about driving growth through unleashing human potential. It discusses that organizations should focus on emotional engagement of employees and customers to build loyalty and drive business outcomes. Gallup research shows a direct link between emotionally engaged workplaces measured by the Q12 and business metrics like productivity and profitability. The document advocates that organizations should identify and develop the talents and strengths of employees to better engage them, rather than trying to fix weaknesses. This leads to more emotionally engaged and committed employees and customers.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsJoshua Loomis
This document provides an overview of marketing strategies to generate leads through "Nets" or wide-reaching marketing efforts. It discusses the pros and cons of marketing leads, and introduces the concepts of inbound marketing and growth hacking. Common marketing fails are outlined, including "post and pray" tactics, being too corporate or boring in content, unrealistic lead expectations, and relying on a single marketing strategy. The document emphasizes focusing marketing efforts through proper management, targeting the right market, using relevant messages, and testing various methods. It stresses measuring the key metric of qualified lead velocity rate to predict future growth. Hiring demand generation specialists rather than corporate marketers is also recommended for growth-focused companies.
Business innovation and mastery in singaporeKelvin Loon
1. Masterpieces from creators - Are they engaged and happy ?
2. Case Study from Jack Welch
3. How do you discover a compelling core purpose
4. Will you be the CMO of your organisation
5. Connect with us
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Bob Thilmont, President of Mountain Global Inc., provides 8 critical strategies for businesses to implement during times of economic uncertainty. These strategies include managing cash flow closely, revisiting your business vision, increasing marketing and sales efforts strategically, understanding your products' value proposition, collaborating instead of competing, structuring business models leanly, turning challenges into opportunities, and maintaining a positive attitude. Thilmont emphasizes the importance of adapting business strategies to changing economic realities.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
This document provides an overview and definition of the role of an account planner. It discusses how account planning originated in the 1960s through the work of Stephen King and Stanley Pollitt who sought to better integrate consumer research into advertising development. The role has since evolved from its origins in advertising agencies to encompass a variety of functions across marketing departments. An account planner fulfills roles like market researcher, data analyst, focus group moderator, and strategic thinker to help apply consumer insights to communications development and ensure marketing decisions are grounded in consumer understanding. The ideal account planner is skilled in both quantitative and qualitative research methods.
This document summarizes key points from the book "Follow This Path" about driving growth through unleashing human potential. It discusses that organizations should focus on emotional engagement of employees and customers to build loyalty and drive business outcomes. Gallup research shows a direct link between emotionally engaged workplaces measured by the Q12 and business metrics like productivity and profitability. The document advocates that organizations should identify and develop the talents and strengths of employees to better engage them, rather than trying to fix weaknesses. This leads to more emotionally engaged and committed employees and customers.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
The document provides an introduction to SMART marketing, outlining a 12-step process for professional service providers to develop a marketing plan that includes defining ideal clients, understanding what clients want, assessing costs and competition, developing clear communication messages, and building client confidence in the business. The goal of SMART marketing is for businesses to reach their turnover and profitability targets through a simple and effective marketing strategy.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
The document discusses 5 questions companies should ask themselves to consistently win more customers: 1) Are we clearly communicating our differences? 2) Are we focused on the right target customers? 3) Have we uniquely positioned our offering in customers' minds? 4) Is our message and offering aligned? 5) Are we more convincing than competitors? It emphasizes differentiating from others, targeting the right customers, positioning offerings uniquely in customers' minds, aligning messaging and offerings, and delivering a more compelling message than competitors. The document is authored by Dante Iacovoni, an expert in helping companies differentiate, position themselves, and win more customers through strategic marketing.
This document provides an overview of the history and development of account planning in advertising agencies. It discusses how account planning originated separately in the late 1960s at two leading British advertising agencies - J Walter Thompson (JWT) London and Boase Massimi Pollitt (BMP) - due to the ideas of Stephen King at JWT and Stanley Pollitt at BMP. It describes the different approaches taken, with JWT focusing on integrating campaign objectives, research, and media planning, while BMP emphasized understanding consumers. Overall, the document traces how account planning evolved from these beginnings to become an established function at most large advertising agencies, focusing on understanding target audiences to inform advertising strategy and creative work.
Social media manager presentation facebookMontyMoran
This document discusses social media marketing strategies for small to mid-size businesses. It begins by introducing the speaker and their experience in marketing and business ownership. It then contrasts old marketing funnel approaches like television, radio, and print advertising with new approaches using social media platforms. Specifically, it recommends setting up business pages on Facebook, Twitter, YouTube, Google Places, and Yahoo Local and integrating them to generate word-of-mouth referrals through online recommendations and reviews. It offers to set up a basic social media marketing plan across these five platforms for $247.
This document discusses how the sales landscape has changed from the mid-2000s to today. It notes that in the past, customers had more disposable income, easy access to credit, and were willing to spend freely. This environment allowed salespeople to act as "order takers" rather than having to truly sell. However, today customers have less money, are more risk averse, and take longer to make decisions. As a result, the rules of selling have changed and salespeople must adapt. Specifically, decision makers are harder to access, customers research online rather than talk to salespeople, and relationships are more important for gaining trust and influence over customers.
Sales enablement needs an upgrade from basic marketing support. It should take an end-to-end view of the entire sales process, ensuring alignment between marketing and sales messaging. It also requires understanding the key stages and points of friction in the sales process in order to identify content and tools that can help ease friction. Determining what should be communicated by whom and when is also important for an effective sales enablement strategy.
An article about sales logic, creative selling and sales techniques. This ia not written by me so I am not taking credit for it Just taking credit for finding it, liking it and posting it!
The document provides advice for building a marketing plan and discusses key considerations such as understanding the difference between sales and marketing, knowing what you are really selling, understanding your brand, having a clear story, focusing on customers, determining if social media is appropriate, maintaining consistency, being ready to evolve strategies, spreading your own message through community involvement, and how to hire an agency. The overall message is the importance of thorough discovery and understanding your business, customers, and brand before developing a marketing plan and strategy.
The document discusses the importance of effective face-to-face sales conversations even as technology plays a larger role in B2B transactions. While technology can manage some sales processes, complex high-value sales still require human interaction. However, technology may be hindering conversational skills as it increases distractions. The ability to have effective conversations is essential for sales performance but often overlooked without feedback and coaching. Salespeople and others involved in conversations may overestimate their skills. Investing in skilled sales coaching can improve conversations and return on this investment.
This document provides tips from sales experts on topics related to sales performance. It begins with four experts providing single-sentence tips on having dedicated prospecting time, the importance of a clear path to success over incentives, delivering value beyond products/services, and leading with data. The document is an e-book with 130 tips across 12 chapters covering topics like productivity, coaching, motivation, and social selling. The tips are meant to help readers succeed in sales in 2015 and beyond.
Audience Targeting Techniques for B2B MarketersTodd Ebert
According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.
This document discusses closing business in the fourth quarter and selling techniques. It is from a company called MIMS Morning Meeting LLC that provides business development and sales skills training. The document contains tips, quotes and surveys related to closing more deals in the fourth quarter through prospecting, communication skills, creating value for clients, and understanding customer needs and motivations. It emphasizes the importance of asking for business in order to generate sales.
Jack Morton's Tim Leighton presented with Cecilia Dahlstrom from Ericsson at the eurobest Festival of Creativity 2015.
How do you challenge and break the way something has always been done?
As an industry, we have to evolve our methods of engagement to survive. A little more conversation and a lot less one-way show and tell.
Yet much of our creative still isn’t focused in this way. In fact, some of our brand engagements are strangely inhuman, inhospitable experiences whereby brands compete not to understand people and offer value, but to simply shout the loudest. One of the worst offenders has to be the trade show. It’s a rare opportunity to waste – it’s where game-changing conversations can happen and multi-million dollar deals can be sealed.
Join our session to find out how Ericsson embraced the trade show, tore up the rule book and created a thoroughly modern brand experience that sits at the centre of its marketing strategy. Hear how its innovative creative approach radically changed the way people connect in this environment and learn what we can take away from this when we approach engaging with people through any channel.
PR101- effective marketing and public relations for the automation industryWalt Boyes
This document discusses the importance and role of public relations (PR) for automation companies, integrators, and manufacturers. It states that while many companies in these industries do not have formal PR programs, PR is essential as the "glue" that holds together an effective marketing mix. The document outlines the six basic functions of PR as communicating with media, promoting new products, participating in industry events, gaining editorial coverage, engaging stakeholders, and crisis management. It emphasizes that PR is about structured communication to create belief, stimulate action, and add value for a company.
Predictable revenue guide to tripling your sales part 2 - marketing + netsVichitpong Sattawongsa
This document discusses inbound marketing and growth hacking strategies. It begins with an introduction to "Nets" lead generation, which refers to marketing leads generated through 1-to-many programs. It then provides an overview of an effective 4-step marketing framework focusing on management, market, messages, and methods. Common marketing fails are discussed, including unrealistic expectations and lack of focus. The importance of setting lead generation goals and quotas for marketing is emphasized. Finally, it introduces "lead velocity rate" as the most important growth metric for companies to track.
Believe it or not, it is easy to create new opportunities for building wealth. In fact, unseen opportunities are passing you by everyday. The only thing you need to do is to look at these overlooked opportunities with fresh eyes and capitalize on them.
Marketing genius Jay Abraham shares with you a program that will help you reach the pinnacle of success. Using the strategies he has utilized as a top advisor to some of America’s top corporations, Jay teaches you how to spot hidden assets and how to use untapped resources to maximize your career and increase your income.
Times have been tough the past few years. We’re a little confused and definitely a little scared. But there’s hope for the small business owner. We've compiled 6 tips to re-think the market and how you approach it.
The document provides an overview of the brand guidelines for Simplecall, an international calling service. It outlines the company's four branding pillars: Purpose, Promise, Values, and Voice. The Purpose section explains that Simplecall was founded to simplify communication and provide innovative solutions. The Promise is to connect the world in a simple way. The Values that guide the company are honesty, excellence, and innovation. The brand guidelines explain each of these pillars in more detail to help maintain a consistent brand identity.
How to use S6PEC Framework to address your marketing? You will realize a refreshing perspective and illuminating experience using the S6PEC Framework. It’s a strategic tool to address strategic moves. Give holistic view of your marketing and business. Ideas we used are new, big picture and some are tested to give unconventional problem solving experience to readers. Read on!
Beekeeper Group's Lobby Day app is an innovative tool that empowers Congressional fly-in participants and streamlines the numerous resources that usually accompany these events.
The document provides an introduction to SMART marketing, outlining a 12-step process for professional service providers to develop a marketing plan that includes defining ideal clients, understanding what clients want, assessing costs and competition, developing clear communication messages, and building client confidence in the business. The goal of SMART marketing is for businesses to reach their turnover and profitability targets through a simple and effective marketing strategy.
If you are ready to improve your sales systems, generate more opportunities, keep your current clients buying more and have a proven marketing plan you can live by, you are at the right place. Please review our solutuons catalog to get a better understanding of how DMC can help you achieve optimum success.
The document discusses 5 questions companies should ask themselves to consistently win more customers: 1) Are we clearly communicating our differences? 2) Are we focused on the right target customers? 3) Have we uniquely positioned our offering in customers' minds? 4) Is our message and offering aligned? 5) Are we more convincing than competitors? It emphasizes differentiating from others, targeting the right customers, positioning offerings uniquely in customers' minds, aligning messaging and offerings, and delivering a more compelling message than competitors. The document is authored by Dante Iacovoni, an expert in helping companies differentiate, position themselves, and win more customers through strategic marketing.
This document provides an overview of the history and development of account planning in advertising agencies. It discusses how account planning originated separately in the late 1960s at two leading British advertising agencies - J Walter Thompson (JWT) London and Boase Massimi Pollitt (BMP) - due to the ideas of Stephen King at JWT and Stanley Pollitt at BMP. It describes the different approaches taken, with JWT focusing on integrating campaign objectives, research, and media planning, while BMP emphasized understanding consumers. Overall, the document traces how account planning evolved from these beginnings to become an established function at most large advertising agencies, focusing on understanding target audiences to inform advertising strategy and creative work.
Social media manager presentation facebookMontyMoran
This document discusses social media marketing strategies for small to mid-size businesses. It begins by introducing the speaker and their experience in marketing and business ownership. It then contrasts old marketing funnel approaches like television, radio, and print advertising with new approaches using social media platforms. Specifically, it recommends setting up business pages on Facebook, Twitter, YouTube, Google Places, and Yahoo Local and integrating them to generate word-of-mouth referrals through online recommendations and reviews. It offers to set up a basic social media marketing plan across these five platforms for $247.
This document discusses how the sales landscape has changed from the mid-2000s to today. It notes that in the past, customers had more disposable income, easy access to credit, and were willing to spend freely. This environment allowed salespeople to act as "order takers" rather than having to truly sell. However, today customers have less money, are more risk averse, and take longer to make decisions. As a result, the rules of selling have changed and salespeople must adapt. Specifically, decision makers are harder to access, customers research online rather than talk to salespeople, and relationships are more important for gaining trust and influence over customers.
Sales enablement needs an upgrade from basic marketing support. It should take an end-to-end view of the entire sales process, ensuring alignment between marketing and sales messaging. It also requires understanding the key stages and points of friction in the sales process in order to identify content and tools that can help ease friction. Determining what should be communicated by whom and when is also important for an effective sales enablement strategy.
An article about sales logic, creative selling and sales techniques. This ia not written by me so I am not taking credit for it Just taking credit for finding it, liking it and posting it!
The document provides advice for building a marketing plan and discusses key considerations such as understanding the difference between sales and marketing, knowing what you are really selling, understanding your brand, having a clear story, focusing on customers, determining if social media is appropriate, maintaining consistency, being ready to evolve strategies, spreading your own message through community involvement, and how to hire an agency. The overall message is the importance of thorough discovery and understanding your business, customers, and brand before developing a marketing plan and strategy.
The document discusses the importance of effective face-to-face sales conversations even as technology plays a larger role in B2B transactions. While technology can manage some sales processes, complex high-value sales still require human interaction. However, technology may be hindering conversational skills as it increases distractions. The ability to have effective conversations is essential for sales performance but often overlooked without feedback and coaching. Salespeople and others involved in conversations may overestimate their skills. Investing in skilled sales coaching can improve conversations and return on this investment.
This document provides tips from sales experts on topics related to sales performance. It begins with four experts providing single-sentence tips on having dedicated prospecting time, the importance of a clear path to success over incentives, delivering value beyond products/services, and leading with data. The document is an e-book with 130 tips across 12 chapters covering topics like productivity, coaching, motivation, and social selling. The tips are meant to help readers succeed in sales in 2015 and beyond.
Audience Targeting Techniques for B2B MarketersTodd Ebert
According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.
This document discusses closing business in the fourth quarter and selling techniques. It is from a company called MIMS Morning Meeting LLC that provides business development and sales skills training. The document contains tips, quotes and surveys related to closing more deals in the fourth quarter through prospecting, communication skills, creating value for clients, and understanding customer needs and motivations. It emphasizes the importance of asking for business in order to generate sales.
Jack Morton's Tim Leighton presented with Cecilia Dahlstrom from Ericsson at the eurobest Festival of Creativity 2015.
How do you challenge and break the way something has always been done?
As an industry, we have to evolve our methods of engagement to survive. A little more conversation and a lot less one-way show and tell.
Yet much of our creative still isn’t focused in this way. In fact, some of our brand engagements are strangely inhuman, inhospitable experiences whereby brands compete not to understand people and offer value, but to simply shout the loudest. One of the worst offenders has to be the trade show. It’s a rare opportunity to waste – it’s where game-changing conversations can happen and multi-million dollar deals can be sealed.
Join our session to find out how Ericsson embraced the trade show, tore up the rule book and created a thoroughly modern brand experience that sits at the centre of its marketing strategy. Hear how its innovative creative approach radically changed the way people connect in this environment and learn what we can take away from this when we approach engaging with people through any channel.
PR101- effective marketing and public relations for the automation industryWalt Boyes
This document discusses the importance and role of public relations (PR) for automation companies, integrators, and manufacturers. It states that while many companies in these industries do not have formal PR programs, PR is essential as the "glue" that holds together an effective marketing mix. The document outlines the six basic functions of PR as communicating with media, promoting new products, participating in industry events, gaining editorial coverage, engaging stakeholders, and crisis management. It emphasizes that PR is about structured communication to create belief, stimulate action, and add value for a company.
Predictable revenue guide to tripling your sales part 2 - marketing + netsVichitpong Sattawongsa
This document discusses inbound marketing and growth hacking strategies. It begins with an introduction to "Nets" lead generation, which refers to marketing leads generated through 1-to-many programs. It then provides an overview of an effective 4-step marketing framework focusing on management, market, messages, and methods. Common marketing fails are discussed, including unrealistic expectations and lack of focus. The importance of setting lead generation goals and quotas for marketing is emphasized. Finally, it introduces "lead velocity rate" as the most important growth metric for companies to track.
Believe it or not, it is easy to create new opportunities for building wealth. In fact, unseen opportunities are passing you by everyday. The only thing you need to do is to look at these overlooked opportunities with fresh eyes and capitalize on them.
Marketing genius Jay Abraham shares with you a program that will help you reach the pinnacle of success. Using the strategies he has utilized as a top advisor to some of America’s top corporations, Jay teaches you how to spot hidden assets and how to use untapped resources to maximize your career and increase your income.
Times have been tough the past few years. We’re a little confused and definitely a little scared. But there’s hope for the small business owner. We've compiled 6 tips to re-think the market and how you approach it.
The document provides an overview of the brand guidelines for Simplecall, an international calling service. It outlines the company's four branding pillars: Purpose, Promise, Values, and Voice. The Purpose section explains that Simplecall was founded to simplify communication and provide innovative solutions. The Promise is to connect the world in a simple way. The Values that guide the company are honesty, excellence, and innovation. The brand guidelines explain each of these pillars in more detail to help maintain a consistent brand identity.
How to use S6PEC Framework to address your marketing? You will realize a refreshing perspective and illuminating experience using the S6PEC Framework. It’s a strategic tool to address strategic moves. Give holistic view of your marketing and business. Ideas we used are new, big picture and some are tested to give unconventional problem solving experience to readers. Read on!
Beekeeper Group's Lobby Day app is an innovative tool that empowers Congressional fly-in participants and streamlines the numerous resources that usually accompany these events.
Commonsense Linux sysad and scaling of webapps in the cloudmkpai
This document discusses various topics related to scaling web applications in the cloud, including availability, security, deployment, monitoring, and key takeaways. Availability and security are discussed in terms of defense in depth approaches like access controls and firewalls. Deployment topics include common file sharing, software management tools, replication, and message queues. Monitoring includes tools like SAR and Systemtap. The document emphasizes that scaling requires a holistic approach and common sense, and that many of the same principles apply whether in the cloud or not.
Convergence of the Food & Sports industriesLonny Sweet
The food & sports industries are converging like never before, with more and more integrating marketing programs by teams, leagues, properties and events featuring celebrity chefs and an elevated food experience. This presentations shines a light on how these two are coming together and a few examples from leagues and brands.
The document proposes a dental awareness program by Access Life Care Pvt. Ltd. to educate people about dental health and hygiene. The program would provide dental checkups, clarify myths about dental care, and emphasize prevention through regular checkups. It aims to help people save money by accessing affordable dental care options like the Access Dental Card.
This is the 1st cut titled "Strategic Marketing Plan: How to Develop and Use It for Small Business Owners and Entrepreneurs". it is going online for download cheaply. if you have any feedbacks, bring it on! Hope you will find it useful. Cheers!
The document introduces Gerald Linda & Associates, a marketing research firm. It discusses how the firm helps solve the "marketer's dilemma" by providing insights into customer and prospect behavior based on data rather than guesses. GL&A plans and executes marketing research, identifies insights, and develops marketing strategies and plans to inform clients' business decisions. Examples of insights GL&A has provided for various clients are also summarized.
Association of Millwork Distributors Millwork & More MagazineBecky Wanamaker
The housing market recovery is benefiting the millwork industry, especially the high-end segment. Home prices are rising as inventory decreases, making homeowners more willing to invest in large remodeling projects. The number of high net worth individuals is growing, and they typically invest in home improvements. Various housing market indexes show ongoing recovery in many cities. The recovery in high-end home building bodes well for millwork distributors catering to that segment.
The document defines advertising copy as the text used in advertisements across various media like print, radio, television. Effective advertising copy requires skill in conveying the advertiser's message to the target audience. It must analyze the audience and highlight the product benefits while also addressing their needs and interests. Ideal copywriting follows 10 steps like exploiting the product benefits and competition's weaknesses, knowing the audience, focusing on the customer perspective, and understanding the medium of advertisement.
Michael Brito discusses social business and the opportunities it presents. He defines social business as organizing a company's internal social media channels to better communicate, launch products, and gain insights. He emphasizes that leadership is key to driving the culture change needed for social business. Brito also outlines opportunities for social business in 2014, such as improving employee training, breaking down divisions between teams, and providing smart, targeted long-form content.
This document discusses strategies for small and medium-sized businesses to increase revenue and optimize operations. It provides 5 key factors for business success that are not related to money: 1) Defining the target customer group, 2) Creating value for customers, 3) Positioning your product or service, 4) Implementing appropriate marketing campaigns, and 5) Utilizing social networks and relationships. The document emphasizes creating value for customers over focusing on money and stresses the importance of effective communication, customer trust, and recommendations in marketing.
This document provides 10 marketing tips for businesses to consider during an economic downturn. The tips include analyzing what is and isn't working, focusing on customer retention through loyalty programs, refining target audiences, investing in areas of growth, focusing messaging on value, differentiating from competitors, negotiating media rates, exploring new digital marketing channels like mobile and social media, and learning about future-oriented trends like social media marketing. The overall message is that while times are tough, smart marketing tactics can help businesses survive and possibly thrive during a recession.
MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022: Learn How to Do Con...Financial Poise
There's creating content; then there's creating great content; and then there's creating great content that actually gets seen by the ideal audience. Each of those layers has its own unique challenges. In this webinar episode, we share insights from a variety of highly experienced content creators. Each panelist member provides their own unique spin on how to create great content that gets seen by the intended audience. By the completion of this episode, the audience member will have a clear and actionable plan on how to create outstanding content that meets their unique marketing needs.
Part of the webinar series: MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022
See more at https://www.financialpoise.com/webinars/
This document provides an interview transcript with marketing expert Philip Kotler. Some key points:
- Kotler is known as the "father of modern marketing" for his influential marketing textbooks and articles over the past 50 years.
- He sees the biggest challenges for marketers today as adapting to the digital revolution and understanding unconscious consumer motivations. Marketing is shifting from mass marketing to more personalized approaches using big data.
- Kotler discusses how marketing and sales must better integrate in the digital age. Companies also need more innovation and focus on corporate social responsibility.
- Emerging markets should focus on free markets, competitive advantages, attracting foreign investment, and identifying industries for growth.
- Kotler's recent
1. The document discusses how to engage marketing advocates by understanding their motivations and addressing their key challenges. It describes the marketing persona and notes they are great communicators, analytical, and under constant pressure to generate leads.
2. It provides tips for positioning to marketers, such as helping them stay informed as experts, introducing them to others, and encouraging community. Challenges should provide value and opportunities for interaction.
3. Fun challenges can help marketers unwind but also engage them in higher-value contributions later. Authenticity and avoiding insincerity is important when asking for their help.
The document provides guidance on establishing an effective sales methodology for B2B SaaS companies. It summarizes the PUCCKA sales methodology advocated by Mark Suster, which stands for Pain, Unique Selling Proposition, Compelling Event, Champion, Key Players, and Aligned Purchasing Process. The document recommends developing a sales playbook, hiring two initial sales reps to learn from each other, and ensuring new reps' first 30 days are spent shadowing others and receiving training. The conclusion emphasizes that sales is key to a startup's success and that companies should implement a well-defined and adaptive methodology supported by tools like a CRM.
This document discusses the "Contribution Factor" as the key to marketing professional services effectively. It outlines seven marketing principles, with the Contribution Factor at the core. The Contribution Factor means providing value to prospects at every stage by focusing on their needs rather than just talking about yourself. The principles discussed are: 1) Marketing as a game to move prospects through stages, 2) Developing an expansive marketing mindset, 3) Using contribution-focused marketing messages, 4) Having contribution-focused conversations, 5) Providing high-value marketing materials, 6) Implementing effective marketing strategies, and 7) Tracking results and refining efforts. The overall message is that focusing on contribution makes marketing easier and attracts the right
First of all, we welcome you to this course. Different people with different objectives
would opt to learn marketing. However, marketing, as you will soon see, is important
whether you are in the marketing function or any other function of a business.Besides, marketing is a very exciting field. It requires creativity for success. Thus,you have embarked on the study of an exciting subject, which can also increase your
creativity.
This course has been designed primarily to develop your awareness of the marketingorientation.
It
is assumed
that such knowledge
about marketing
decisions
and
processes
will
not only
improve
your
personal
competence
but
will also help in
attaining
your
organisations'
objectives.
The Ultimate Guide to Professional Development for Marketing & PRThe Muse
Are you a marketer or PR professional who wants to be even better at your job? Or, just wondering what it takes to have a great career in the marketing world?
Look no further.
The Muse asked some of the best marketing and PR professionals out their for their secrets to success, and brought it all together in one place. Flip through for their practical tips and resources for upping your career game.
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1. Strategic Marketing
FIVE Main Reasons for “Tragic” Instead of Strategic Marketing
Introduction
Did you know that in September 2009 there are at least 26,000,000 keywords search
globally on Google for ‘strategic marketing’? Did you know that when you type strategic
marketing on Google Search it suggests at least another 10 items that carry strategic
marketing phrase at the beginning such as ‘strategic marketing solutions, strategic
marketing plan, strategic marketing process etc..’? Did you know the Cost Per Click (CPC) for
keyword ‘strategic internet marketing’ is USD 20 per click? Make sure you don’t simply click
because it will balloon our friend’s advertising budget!
2. Why strategic marketing is such an important phrase? What is strategic marketing?
Marketing deals with a lot of activities which we call as programs. Programs entail events,
mailings and press release. Programs are created based on the tactics that have been
agreed upon. Tactics activities include channels, message and sales plan. How to we derive
into tactics? It is from the strategy. Strategy answers our overall business goals which
concern the organization as a whole. So, whenever any activity that affects the organization
as a whole and long term, we called it ‘strategic’. Therefore strategic marketing is extremely
important especially in today’s business.
Strategic marketing is marketing activities that focusing on the business goals for long term
survival of the business. But which organization does not focusing on business goals and
long term survival? Super majority businesses have their strategic plan for their long term
survival but it is rare to find a company that really follow what they have planned. Most of
the time it is just a nice plan. And these people always wonder why on earth they don’t
achieve our goals but been running busy all the while?
Perhaps it is good to analyze what are the reasons for such “tragic marketing” instead
strategic marketing. The following are some of the main reasons.
3. Lack of Expertise
Actually there are not many “real marketing person” around in the job market. Real
marketing person means someone who can see, feel and understand the total marketing
from business perspectives. Most of the time the marketing person employed based various
criteria. Based on my experience that candidate with event, branding and media
background will have the highest value; at least in today’s world. Therefore you will notice
that some companies overused the event, branding and media such as public relation as
their marketing strategies.
We all know they are oblivious with what they do, but that’s the reality here. The second
highest value now is, if you are from FMCG (Fast Moving Consumer Good) company.
Companies such as Nestle, Procter & Gamble and Coke. More so in today’s highly populated
world (around 6.2 billion people) where food needs are in high supply, marketers with
FMCG background know more about consumer than any other people in this world. Some
might argue that FMCG is more of retail than business to business marketing which involves
millions of dollars in transaction, but people in FMCG deals directly with the consumers.
They are usually upbeat and adaptable to change quite easily. They also are very close with
the market and sensitive with the changes around it. Simply because that’s how it is when
you are dealing with highly fragmented customers these days e.g. same product needs
different packaging and size to cater to different needs. Tough right?
Can you guess what type of marketer an organization will employed when they are in crisis?
People with financial expertise and background. They say, now it is the Chief Financial
Officer (CFO) is the number two most powerful person in organization. Sometimes the CEO
assumed position as CFO, in that case they are the number one. To me, typical financial
person only concerns about profit and loss. But the good news when we hire financial
background people for our marketing department; we no longer have any problem with the
CFO. They talk the same lingo and they shared the same values and opinions. They probably
the same person who handles finance and marketing departments! You will see (or rather
experience) budgets slashed in marketing. Of course it will be reflected as higher net profits
by the fiscal year in the balance sheet, but we all know that will not last. Marketing requires
investment, and investment requires time to flourish. Quarter to quarter will not work.
Because of lack of expertise, our dream for strategic marketing is a tragic nightmare. We
spend a lot of money but our return on marketing investment (ROMI) is very poor.
The second reason why our strategic marketing fails to deliver is customer focus.
4. It’s the Customer, Stupid!
If you have experience working in marketing or sales, you will know what I meant. Not many
organizations know what they can and cannot do when it comes to looking for specialty to
serve their customer. We all want to be everything to everybody but at the end we are
nothing to everybody. So we are nobody. Business wise, we are just a product, not an
experience or utility.
I remember a visit to an organization that wants to launch a new product. I was hired as the
consultant to facilitate the brainstorming and discussion about their new product. They are
in software development and the CEO feels that they can do more with what they have
now. So I was hired. Remember, this was my first time meeting so I don’t have any idea
what is it about but I rather not investigate. I attended the brainstorming session with an
open mind.
The moment of truth came. That meeting I attended was the 4th meeting (work in progress
meeting) which is conducted bi-weekly. The CEO will be there and the head of departments
will present their progress. I observed through the presentation, trying to grasp what really
happen, watching their face to engage, writing some notes on my book but I still don’t get it.
What I scribbled in my book was, “I don’t understand.”
Then going-roundtable if any question, I asked. “Who is the target group for this product?”. I
got a super laugh from all of them except from the CEO. I concurred something was not in
place. I continued asking all the marketing questions and no one could answer. Aha! Then I
can see the CEO face smiled and he quickly excused himself to another meeting. The CEO
sms’ed’ me and I took over from there.
When we design a product (new, extension or refresh), we need to focus it to the customer.
While all of us know about this because we are customers too to some other service
providers, many didn’t know how to exactly use the marketing tools and direct it to the
customers. We usually jumped into the product features based on our own experience and
lenses. At that experience and lenses are from a provider perspective instead of customer’s.
Peter F. Drucker once said, “The customer sees a product (or service) as their utility. As long
as their needs are satisfied by the utility delivered by the product the customer will continue
to purchase until that product is no longer provide them the satisfaction they wanted.”
Take home point here is, focus all your marketing energy to the customer.
5. Change in the marketing environment
“Change is the new normal.” That was quoted by Philip Kotler in his new book “Chaotics”.
While many see change as negative, there are a lot more businesses today see change as a
good thing. Peter Drucker wrote in his book, “Entrepreneurship and Innovation”, that
change in organization, industry and demographic are sources of innovation. And from Jack
Welch in his book, “Winning”, he also said “change is inevitable, you got to embrace it!.”
Change means any change that happened in this world that leave impact to your business.
We have witnessed how change in technology has changed the way communicate and
commute these days. We also experienced change in demographic and how it has
transformed many businesses in this world. We also have seen how change in population
has revolutionized the food business and supply chains. We also recently shocked by the
global financial crisis that only happen once in the lifetime for many of us. Change is
inevitable but the ability to respond to change is what matters. As Darwin once said that “It
is not the strongest of the species that survives, nor the most intelligent, but the one most
responsive to change.”. And it has to be done fast enough.
Let’s take a look of what happen in the recent crisis. Don’t look far, look around us. How
many us realized the subsequent few months after the crisis hits Malaysia (or at least the
spiral effect), the advertisement dollars shaved and subsequently plummeted. You will see
this especially in The Star, English dailies, on their Saturday’s copy because that’s like the
bumper issue of the week. And usually inflated by the job advertising for various companies
but when the crisis hits, it was very thin. I remember holding The Star on two Saturdays of a
Sunday size (usually the Sunday size is the thinnest of all). Is it fair to say the recruitment
was freeze that time? Potentially yes.
I also observed there were less commercial ads filling our TV3. Well, ASTRO advertised itself
in its own channels, so we don’t see much differences. There was a lot of SALE going around
at shopping malls to charge back the economy. Government pump priming few billions
ringgit to cushion the economy a bit. Not to mentioned the stimulus packages and new
projects worth billions of ringgit to give more hope to our business people in the country. All
these changes have a chain effect in our business environment.
Take for example if early of the year we already plan to launch a new premium service and
suddenly the crisis hits, we will think many times whether to launch or postpone. Chances
are we will postpone it. When crisis hits, don’t take chances. Deal with the present first.
Another example is reflecting how Malaysia has evolved so much demographically. And we
are still in the transition period of this change. We haven’t settled yet. Our demographic is
evolving and it is evolving very fast. It is unlikely to slow down. In fact it will not slow down
because it is like a moving average in the financial market statistical tool; the average gets
higher and higher by the day. Look how it has changed the job market, consumer market,
commodity market, technology market, education market and a lot more other markets.
Not to mention the emerging of women purchasing power.
6. I attended a seminar in Kuala Lumpur recently and bumped into a client. He is now
working with a top public university in Malaysia. We chatted and I asked him why his
university still doesn’t offer distance learning to cater for growing “middles” i.e. middle
class, middle manager and middle age group that account more than 30% of Malaysian total
population of 28 million? Remember he is the Head of Marketing and his answer was, “We
have yet to see a real demand.”
My eyes went rounded and I was shocked. I told her that Open University Malaysia (OUM),
one of the leading pioneer of distance learning universities, has cumulatively more than 90,
000 students, Multimedia University has more than 20, 000 and not to mention other
private universities and colleges that usually cater long distance students in their twinning
programs with United Kingdom, Australia and United States. In total I estimated at least
250, 000 adults now on part time or distance learning and attending weekend classes. If you
don’t call that a niche market and demand, I don’t know what is.
Therefore, changes in the marketing and business environment do affect strategic
marketing, but what are we going to do about it matters the most. Remember, the direction
should be on the customer and not you.
Lack of Support
Heard of NIMBY? It is a jargon word means “Not Invented in My Back Yard”. This is to
explain that when someone doesn’t involve in a particular initiative, he stops providingany
support. It is either because he doesn’t know how to play a role or simply ignorant. NIMBY is
used when you “perform” the later behaviour; ignorant. In some cases, NIMBY type will
sabotage that initiative. And this is intolerable because it will jeopardize the entire
organization. Some places call it NIH, means “Not Invented Here”. The sad part is most of
them are managers that suppose to direct resources and achieve business goals.
To ensure our marketing successful, we need to make it strategic. And to make it strategic,
we need to make it coordinated and integrated. An orchestra will not achieve it’s full
performance if one of the cellists decided to play his own tune, the clarinettist decided to
eat chewing gum and the bassist uses different string quality that was supplied by his friend.
As quoted by Philip Kotler, “Unfortunately not all employees in a company are trained or
motivated to pull together.” There are two common problems observed here. One is
between the marketing functions itself i.e. sales, advertising, research and product are not
coordinated. Worse off when the marketing team has to literally fight with other
departments such as production, engineering, administration and finance. Marketing does
not work when it is only a department. It was well quoted by David Packard of Hewlett
Packard, “Marketing is too important to be left to the marketing department.” Because they
are currently too many goods chasing too few customers, lack of support from other
functional divisions are sure way to close business.
7. Lack of Involvement
Most of the time any activity that carries “strategic” will be an exclusive event for the top
management. This practice has to go especially if you are running a growing small business
firms; where every dollar is very important and resources are scarce. The last thing you want
to do is to plan something that you suddenly realize not going to work only when it reaches
the customer. Big no no.
Unless you are running a super big multinational such General Electric (GE dubbed as the
world’s 5th largest population if it’s a country), then the central (or sometimes call head
quarters) will do the planning. Nonetheless GE placed many sensors in every place they do
business, so it helps a lot when they have such system in place as their marketing
information inputs.
Former General Electric (GE), Chairman and Chief Executive Officer, Jack Welch, in Global
Business Forum 2009 held with University of Miami Alumni quoted, “At GE, the managers
and the employees know exactly what they have to deliver and achieve. They also know
what kind of performance metrics and measures will be used during their assessment. The
employees will rate their managers and vice versa. Top performers will be heavily rewarded
and the underperformers will be fired instantaneously”. GE must have put a lot of efforts to
achieve this level of performance. Unfortunately, not many companies able to do this
especially the small medium businesses.
At least, our strategic marketing planning should look like the following example.
8. When more people get involved in the marketing planning, we will be able to decipher
greater details that tend to be overlooked in smaller crowds. I don’t mean we need to get
everyone on board, but rather every department must be in the meeting. At least for the
first few rounds. We can ask each department to elect 2 persons from their team to be
present at the meeting. These representatives must be able to represent the department
needs and issues to be escalated in the marketing meetings. It is pointless if they are just
there to take notes and unable to speak up.
Talking about speaking up, the higher management or the chairman of the meeting (usually
the senior manager or managing director himself) must be able to open the discussion and
allow it to gel. As long as there is no chair throwing and emotional bashing, we should allow
it to flow. As the chairman, you should manage and don’t get engrossed in the discussion.
You should ask few questions for clarification and make it firm. Other than that you are
doing too much already.
Conclusion
There are many more reasons to screw up a marketing plan and make it more tragic.
Nonetheless, making it tragic benefits no one to the organization. As you can see, some of
the tragic reasons are internally driven factors and can be mitigated early. It can save the
organization marketing dollars and from “wholesale” public humiliation.
Strategic marketing can bring forth a lot of benefits to the organization and its members in
the long run. Benefits such as higher salary, revenue sharing, job security, self pride and
bonuses to name a few. To make sure strategic marketing planning successful, the
organization needs to ensure its members able to work together and synergize their efforts
focusing to the customers. A concerted efforts by each individual is vital in making strategic
marketing planning successful.
9. References
1. “Marketing Management”, Philip Kotler
2. “Chaotics”, Philip Kotler and John A. Caslione, AMACOM, 2009
3. “Entrepreneurship and Innovation”, Peter F. Drucker, Harper & Row Publishers, 1993
4. “Contextual Marketing: The Real Business of Internet”, David Kenny and John F.
Marshall, Harvard Business Review, 2008
5. “Memo to Marketing”, Peter Lorange, MIT Sloan Management Review, Winter 2005
6. “Motivating People, Getting Beyond Money”, McKinsey Quarterly, November 2009
7. http://www.wisdomquotes.com/003120.html , Charles Darwin
8. “Winning”, Jack Welch and Suzy Welch, Harper Collins Publishers, 2007
9. “The Fifth Discipline”, Peter M. Senge, Random House Business Books, 2006