The document discusses marketing fundamentals and the 30-second elevator pitch. It defines marketing and covers the classic 4 P's of marketing. It also outlines 8 steps to create a marketing plan including conducting a situation analysis, setting objectives and strategies, creating a budget, determining tactics, coordinating efforts, measuring effectiveness, and evaluating results. Additionally, it discusses how social media impacts marketing and the importance of a concise 30-second elevator pitch.

1. Market thyself! Marketing fundamentals and the 30-second elevator pitch MaryJane Mudd Full Tilt Communications August 19, 2011

2. we will cover: What’s marketing, anyway? Fundamental questions Eight marketing planning steps Social media’s role in the marketing mix The 30 second elevator pitch Resources

3. What’s marketing, anyway?

4. What is marketing? Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. --The American Marketing Association

5. Classic marketing: the 4 p’s Price Product Placement Promotion

6. Strategic marketing vs. tactical VS.

7. Fundamental questions

8. Fundamental questions What are my primary services or products? Who is my target audience? What’s the pain point for my target audiences? How can I best reach my audiences? How can I differentiate myself or my products/services from competitors? How much can I spend in terms of time and money?

9. Eight marketing planning steps

10. Create a plan! It provides a sense of purpose and direction Acts as a guide to implementation and control

11. EIGHT MARKETING PLANNING STEPS Step 1: Situation Analysis Step 2: Objectives Step 3: Strategies Step 4: Budgeting Step 5: Tactics Step 6: Coordination Step 7: Measure Effectiveness Step 8: Evaluation

12. 1. Situation analysis: target audience Know thy audience! Cultural and social influences, individual differences, decision processes Definition and identification of target groups How? Name recognition surveys Online polling One-on-one interviews Value your own experience Other

13. Situation analysis: next… Segmentation If jewelry, consider various consumers and their needs If IT services, consider various consumers and their needs Competition Who is in your space? Are your products or services better? The same? What’s your value message? SWOT analysis Strengths, Weaknesses, Opportunities, Threats 4 P’s

14. 2. Set Your Objectives Objectives should be SMART: Specific Measurable Attainable Realistic Time limited

15. 3. Determine key strategies for meeting those objectives For example: Objective: Increase awareness of DRC services by 20% in Third Ward, Houston. Strategy: Rely on face-to-face communications channels trusted by the local community. Tactics: Church meetings Town halls Breakfast groups Parent sessions Public festivals Health fairs Art shows…

16. 4. Set Your budget Try to develop a budget to meet your plan, and not a plan to meet your budget Develop the plan, then revise if needed per budgetary constraints, priorities

17. Advertising Social media Blogging Linked In, Twitter, Facebook, other social networks Web sites Articles/publishing Media relations: press releases, media comments Public speaking Outdoor advertising, signage Brochures, collaterals Cause-related marketing Event marketing Networking: Industry events, breakfast clubs, boards 5. determine tactics to reach your audience/segments

18. 6. Coordinate marketing efforts Create a timeline—schedule execution Microsoft Project or other software may help Achieve proper balance between program elements Delegate if possible; use personnel and outside services Revise budgets, elements, as needed

20. Formal surveys

21. Online polls

22. Project evaluations

23. Sales from leads generated through marketing

24. Increased revenues

26. How social media impacts marketing

27. Social Media OMG – Where to Start?

28. How Social Media Works “Turn strangers into friends, Turn friends into customers, And then… do the most important job: Turn your customers into sales people.” - Seth Godin

29. LinkedIn: 120 million users

31. You post tweets for your followers to read

32. Your followers post tweets for you to read

38. Fan page

39. The 30 Second Elevator Pitch

40. 1. Identify what’s really unique

41. 2. Make your heart race

42. 3. Kiss: Keep it simple…

43. 4. Write it out

44. 5. Rehearse, refine, rehearse

45. Marketing Planning Resources http://www.quickmba.com/marketing/plan Essentials of Marketing: A Marketing Strategy Planning Approach, by Perreault, 11th Edition 11 w/CD Guerrilla Marketing For Consultants: Breakthrough Tactics For Winning Profitable Clients, by Jay Conrad Levinson

46. More Resources www.marketingprofs.com www.webmarketcentral.blogspot.com www.ama.org www.technorati.com

47. Thank you! MaryJane Mudd mjm@fulltiltcomm.com www.fulltiltcommunications.com www.twitter.com/MJMudd www.linkedin.com/in/fulltilt http://www.facebook.com/FullTiltComm http://maryjanemudd.wordpress.com Work: 281.589.2256 Cell: 281.562.2954