The document discusses marketing and branding strategies. It outlines a 5-step "0to5 Roadmap" for developing marketing plans: 1) conduct research on customers and competitors, 2) define positioning, 3) establish the brand identity, 4) create a marketing plan with strategies and tactics, and 5) set objectives and metrics for the plan. Marketing and PR are no longer separate but integrated, and the options for reaching customers have grown with opportunities online and offline. Planning can help companies change how they approach their business.
Jessie Paul on Frugal Marketing at INC GrowCoPaul Writer
Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.
Structured approach to building a frugal brand plan spanning legacy and new media.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
The talk delivered at the second London LeanStartup Meetup - about having perspective on your stage of customer development. And a couple of lessons learned :)
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
From a talk prepared for the Bath & Bristol Marketing Network on making marketing accountable. Bryony Thomas, from Clear Thought Consulting looks specifically at financial accountability. With practical advice and real life examples, she demonstrates how to use sales funnels to ensure that marketers are rightly seen as money makers not money wasters.
Jessie Paul on Frugal Marketing at INC GrowCoPaul Writer
Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.
Structured approach to building a frugal brand plan spanning legacy and new media.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
The talk delivered at the second London LeanStartup Meetup - about having perspective on your stage of customer development. And a couple of lessons learned :)
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
From a talk prepared for the Bath & Bristol Marketing Network on making marketing accountable. Bryony Thomas, from Clear Thought Consulting looks specifically at financial accountability. With practical advice and real life examples, she demonstrates how to use sales funnels to ensure that marketers are rightly seen as money makers not money wasters.
Brand strategy is one of the most fraught areas of marketing, though also one of the most important. As a Startup it's often the element that gets left behind and not really identified. But how can you tell an investor what business you are in, if you don't really know yourself? It's a vital step in creating the company identity.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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2. You only get one chance to
make a first impression.
2
Wednesday, October 28, 2009
3. What is Marketing?
MARKETING
the profitable identification, attraction,
getting and keeping of good (“okay”)
customers
identify attract keep 3
Wednesday, October 28, 2009
4. Why Market?
Marketing’s role is to condition the
market for sales
Sales
Marketing
Awareness Preference Action
4
Wednesday, October 28, 2009
5. What is a Brand?
BRAND
the comprehensive identity of a company,
product and/or service in the mind of the
buyer
corporate product service 5
Wednesday, October 28, 2009
6. Why be Brand-intentional?
In our experience…
Faster
Speed
to Objectives With a brand and go-to-
market strategy
Slower
Without a brand and go-to-
market strategy
Time Months 1-3 Months 3-6 Year 1 Year 2 Year 3 Year 4 Year 5
6
Wednesday, October 28, 2009
11. Getting the Count Right: The 0to5 Roadmap
The Zer0 to 5ive Roadmap™ is a proven
methodology for formulating go-to-market
strategies for new, expanding and
repositioning brands.
11
Wednesday, October 28, 2009
12. Step 0: Set Objectives
Success begins with setting
objectives that are measurable.
What results do you hope to
achieve from your efforts?
What do you want to learn along
the way?
12
Wednesday, October 28, 2009
13. Step 1: Conduct Research
Who is your competition?
How are they marketing their
products?
What is their value proposition?
Who are your customers?
What are their needs?
What are their pain points?
13
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14. Step 2: Positioning
What category do you fall in?
What is your value proposition?
How are you unlike the
competition?
14
Wednesday, October 28, 2009
15. Step 2: Positioning
For (target customers – beachhead segment)
Who are dissatisfied with (current market alternative)
(Our product) is a (category)
That provides (key problem solving capability)
Unlike (the product alternative)
We have assembled (key whole product features for
your application/service)
Geoffrey Moore: Crossing the Chasm 15
Wednesday, October 28, 2009
16. Step 2: Positioning
B
XYZ
D
Easy –to-use
C
A
XYZ
F
E G
Feature Rich
16
Wednesday, October 28, 2009
17. Step 3: Define Your Brand
What three things do you want
customers to think about your brand?
Is your emphasis more on innovation,
price, service, efficiency or something
else?
What type of brand are you?
How does your brand architecture
support your brand?
17
Wednesday, October 28, 2009
18. Step 4: Establish Your Identity
What image do you want to project?
Are your sales and marketing materials
professional?
Are they consistent?
Does your look and feel align with your
brand strategy?
18
Wednesday, October 28, 2009
19. Step 5: Create Your Plan
Your marketing plan sets the course
for how you go to market or
expand current markets – what is
your strategy for going to market?
What tactics will you use?
19
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21. Writing Your Plan
The marketing plan
defines the strategy,
message and
implementation tactics
to achieve the desired
results
21
Wednesday, October 28, 2009
22. Marketing and PR: A New Day
Marketing and PR are no longer siloed
22
Wednesday, October 28, 2009
23. The Tactical Options Have Grown
Strategy is impacted
Consumer /customer can participate
๏ No longer all push
๏ Brand message harder to control
Buyers are self educating
Little appreciation of difference between blog post and WSJ.com –
however, trusted brands will prevail
More crowded than ever
Marketing needs to be offline and online to change behavior
๏ Google searches for brands
๏ Google search for type
WOM still most valuable
23
Wednesday, October 28, 2009
24. A half day out of the office can change the
way you think about your business.
Planning Kick Start $5K
24
Wednesday, October 28, 2009
25. For more information:
Michelle Pujadas
michelle@0to5.com
25
Wednesday, October 28, 2009