This document discusses marketing in the chemicals industry. It defines marketing as identifying, anticipating, and satisfying customer requirements profitably. It emphasizes the importance of understanding who your customers are by asking them directly and through online research. It also stresses using various marketing channels like outbound, inbound, digital, mobile, and social media marketing to effectively reach customers. It highlights the need for measurement and an integrated marketing strategy to track output, effectiveness, and business impact over time.

1. Marketing in the
Chemicals Industry
Dawn Spiby

2. Marketing…..What is it?

3. One definition….
“Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably.“
The Chartered Institute of Marketing (CIM).

4. Lots of associations…..

5. A Hyper-Speed Culture
• Speed & responsiveness“The trouble with
McDonald’s is it’s too
bloody slow”
Instant access, instant
response, instant
gratification “living life
through shortcuts” MTV

6. Acceleration of News Agenda
1952
Lynmouth
flood disaster
1988
Piper Alpha
explosion
May 2008
Sichuan
earthquake
Jan 2009
Hudson River
plane crash
2 days 1 hour
30
minutes
Real
Time
Real
Time+
Spring 2011
Live blogging
during Arab
Spring
As it
happens
April 2013
Boston
bombing

7. “People are using technology to get the things they need from each
other, rather than traditional sources, such as corporations.”
Josh Bernhoff, Forrester
Dispersal of Authority & Expertise

8. With an expanding tool box….

9. Powered by New Technology

10. It’s a changing world…..
• Offering value is not enough
• Marketing = attracting &
capturing a share of a limited
attention span
• The art & science of finding
prospects
• Delivering value aligned with
needs
• To convert into real relationships
& ultimately sales

11. The best definition….
“Marketing is getting someone who has a need
to know, like and trust you”
John Jantsch (Duct Tape Marketing)

12. Get it right & marketing can …..
• Build your reputation
• Communicate your value
• Deliver your innovation
• Give you a point of differentiation versus your
competitors
• Drive your revenue & profits
• Businesses win when they focus on customers.

13. Who is your customer?

14. Why it's important?

15. • Current customers - ask them!
• Prospect – use the net!
– Linked In
– Join groups to follow themes and conversations
– SEO and social search in tandem
– Competitors - observe
– “Listening is passive, exploring is active”
• Abby Klanecky, Dow Chemicals
• Collect, analyse and interpret….& tailor
• Bad can be good!!!
Research to know your customer

16. Negatives a source of positive
• Engaging critics/embracing criticism
“We should realise this
is a privilege. We can
see what the problems
are and if we solve it,
thousands of people
know about it.”
Orange brand director, Justin Billingsley

17. How should you reach them?

19. Outbound Marketing
Outbound
Marketing
Tv Ads
Radio
Print Ads
DM/
Fliers
Outdoor
Tele
marketing
SMS
Exhibitions
Email
Marketing
Your web
Trade
Press/PR

20. And there are some great examples

21. Inbound Marketing

22. And there are some great examples

23. Living Colour

24. Direct…..to consumers too?

25. Who does it well?

26. What have these got in common?

27. Ingredient Branding
• Component has an identity
• Trading in commodities
• Product lacks differentiation?
• IB adds quality, colour, distinctiveness & value
• Drives both consumer & customer interest
and purchase
• Association > capability
• Done well can add a premium

28. Countering Regulatory Constraints
• Pharmaceutical market increasing investment
in direct to consumer activity (especially social
media) despite regulatory constraints
Disease awareness campaigns leveraging
Facebook & YouTube

29. New technologies –
Creative & responsive marketing

30. Be Creative – Growth in visual
• Picture says a 1000 words
• Digital video one of the top
online activities
• Creative content appeals
to customer & enhances
corporate appeal
• On SoMe platforms and
other devices
“We must make use of the latest generation of
AV resources (to) open up broad new vistas for dialogue”

31. On the move – O2O
• A mobile world
• 5 x more mobile devices than PC’s
• Websites - optimised for all
formats
• Purchase decisions on
smartphones and tablets
• Highly personalised, real time
channel
• Used for web, search, apps, SoMe,
location, service, prediction etc
• Integration of mobile in digital
campaigns

32. • Instant digital, interactive experience.
• Real world, Instant Visual Information Gratification
• Image recognition platform for smart devices
• Second screen consumer engagement
• Single lens through which push messaging in the real
world can be converted into proactively pulled digital
experiences.
• Further content, interactive on phone experience, m
commerce link and social seeding to enable sharing…

33. • Fastest markerless image
recognition tool
• Instant, seamless and
futuristic
• Any marker …..a building, a
landmark, a logo
• Point, know and buy…
• Used in B2C by Nestle and
P&G
• And also for B2B application

36. Measurement – how & why?

37. Virtuous Circle
of Measurement
Output Effect Impact
The number of
people potentially
exposed to
communication.
i.e. reach
Effect on the
business in terms
of awareness,
consideration,
attitudes etc.
Commercial
impact in terms of
sales, market share
etc.

38. Remarketing

39. Marketing needs to be a habit

40. It’s a must happen – for longevity
• Relationships need work!
• Consistent messages – it
will sink in
• Hot news – keep the
attention
• Creating the interest and
engagement that keep
prospects choosing to
access your content as
they see it as valuable

41. In Summary
Use marketing – it will stop your business from dying!!!
Identify your customer & formulate aligned strategy
Set your targets
Measure & track
Pick the tools and platforms for an integrated plan
Be creative and grab attention
Remarketing

42. Questions?
Special thanks to T: +44 (0)151 236 5755
E: nik@spheredesign.co.uk
www.spheredesign.co.uk