This is not a marketing presentation.
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Marketing 101 basics for your small business.
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This is not a marketing presentation.
- 2. THIS IS NOT A MARKETING PRESENTATION WHAT IS YOUR VISION?
- 3. THIS IS NOT A MARKETING PRESENTATION WHAT IS YOUR MISSION?
- 4. THIS IS NOT A MARKETING PRESENTATION WHAT IS YOUR USP? (UNIQUE SELLING PROPOSITION)
- 5. THIS IS NOT A MARKETING PRESENTATION “LET ME THINK ABOUT IT” - CUSTOMER
- 6. THIS IS NOT A MARKETING PRESENTATION
- 7. THIS IS NOT A MARKETING PRESENTATION DEFINITION OF MARKETING: D N A The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of need-satisfying goods and services.
- 8. THIS IS NOT A MARKETING PRESENTATION “IF THE MARKETER DOES A GOOD JOB OF IDENTIFYING CUSTOMER NEEDS, DEVELOPING APPROPRIATE PRODUCTS, AND PRICING, DISTRIBUTING AND PROMOTING THEM EFFECTIVELY, THESE GOODS WILL SELL VERY EASILY “ – PHILIP KOTLER
- 9. THIS IS NOT A MARKETING PRESENTATION CUSTOMER SATISFACTION
- 10. THIS IS NOT A MARKETING PRESENTATION COST VS BENEFIT
- 11. THIS IS NOT A MARKETING PRESENTATION THE MARKETING P’S 1. PRODUCT 2. PLACEMENT 3. PROMOTION 4. PRICE
- 12. THIS IS NOT A MARKETING PRESENTATION PRODUCT DISTRIBUTION
- 13. THIS IS NOT A MARKETING PRESENTATION THE PRICING TRIANGLE PRICE TIME QUALITY
- 14. THIS IS NOT A MARKETING PRESENTATION HOW DO WE GROW? 1. MARKET PENETRATION 2. PRODUCT DEVELOPMENT 3. MARKET DEVELOPMENT 4. DIVERSIFICATION
- 15. THIS IS NOT A MARKETING PRESENTATION The best marketing is creating a product with such overwhelming value to your customer that they want to share it with their friends. Word of mouth trumps everything. No marketing can compensate for a mediocre product in the long run.
- 16. THIS IS NOT A MARKETING PRESENTATION KEEP INNOVATING
- 17. THIS IS NOT A MARKETING PRESENTATION IF YOU SAY “THIS WILL APPEAL TO EVERYONE” – YOU DON’T UNDERSTAND YOUR MARKET”
- 18. THIS IS NOT A MARKETING PRESENTATION TOP 5 RULES: 1. ITS NOT ABOUT YOU, ITS ABOUT THEM 2. ITS NOT ABOUT YOU, ITS ABOUT THEM 3. ITS NOT ABOUT YOU, ITS ABOUT THEM 4. ITS NOT ABOUT YOU, ITS ABOUT THEM 5. ITS NOT ABOUT YOU, ITS ABOUT THEM
- 19. THIS IS NOT A MARKETING PRESENTATION
Editor's Notes
- Before we start we need to have some other basics in place….
- WHAT WILL YOUR CO LOOK LIKE IN 3 MONTHS / 18 MONTHS. WHAT IS IT YOU WANT TO BE KNOW FOR : BY YOUR STAFF AND YOU CLIENTS DO YOU WANT TO BE THE CHEAPEST, THE FASTEST, THE BEST QUALITY, THE CO THAT DELIVERS THE MOST LEADS ? WHAT DO WE SELL WHEN DO WE WANT TO SELL IT? WHY DO WE EXIST – WHATS OUR PURPOSE? WHO DO WE WANT TO SELL TO ? – DEFINE WHAT YOUR IDEAL CLIENT LOOKS LIKE. – WRITE THEM DOWN. HOW DO WE SELL / DELIVER IT THIS INCLUDES YOUR VALUES AND CULTURE
- HOW DO WE GET THERE? TO THE VISION WHAT DO WE NEED TO GET THERE? WHAT IS IT OUR CUSTOMERS ARE BUYING FROM US? ARE WE GONNA HAVE FUN? OR WE GONNA BE SERIOUS. MISSION DEFINES THE MEASURE OF SUCCESS OF THE VISION DEFINE WHAT YOUR CUSTOMERS NEEDS ARE. CHANGES EVERY 3 MONTHS – OK WHAT CAN WE DO TODAY TO HELP STEP IN THE DIRECTION OF THE VISION?
- WHAT ARE THE BENEFITS OF BUYING FROM US? VP – VALUE PROPOSITION WHY WOULD YOU BUY FROM US RATHER THAN THE NEXT COMMODITY TRADER? WHAT SETS US APART. WHY WOULD CLIENTS SWITCH TO YOU? EG. GUARANTEE THE WORK / CHEAPEST / FASTER / BEST QUALITY / BEST ROI ? HOW DO YOU COMMUNICATE THIS? DON’T BE SHY TO PUFF YOUR CHEST OUT AND CLAIM IT.
- If you customer says “let me think about it” what is he saying: HE IS UNABLE TO SAY NO TO YOUR FACE YOU HAVE NOT SOLD HIM ENOUGH FOOD FOR THOUGHT OR REASON TO BUY YOUR PRODUCT.
- PRODUCT AND COMPANY: STRENGTHS WEAKNESSES OPPORTUNITIES THREATS WHO ARE YOUR OPPOSITION? WHAT ARE THEIR STRENGHTS AND WEAKNESSES?
- THE WHOLE COMPANY NOT JUST THE SALES TEAM. EVERYTHING YOU DO IN YOUR BUSINESS MUST BE RELATED TO CREATING CUSTOMER SATISFACTION. IN THE DNA. YOU MUST DECIDE WHAT YOUR CUSTOMER WANTS BEFORE THEY KNOW. DELIVER ON THEM AND SHOW THEM HOW WELL YOU DELIVERED ON THEM. – EXIT REPORTS Marketing guides the whole BUSINESS
- PHILIP WAS THE MARKETER BEHIND KELLOGS AND SC JOHNSON.
- YOU MUST DEFINE WHAT LEVELS OF SATISFACTION ARE. SET THE EXPECTATIONS AND THEN SURPASS – RUNNING THROUGH THE LINE – HOWARD MANN WHAT IS THE SUPERIOR VALUE OF YOUR PRODUCT AND SERVICE TO YOUR CLIENT. – NOT JUST THE MONEY. CHEAP IS NOT ALWAYS THE ANSWER. KEEP UP WITH EVER CHANGING NEEDS OF THE CLIENT UNDERSTAND A CLIENTS : NEEDS WANTS AND DEMANDS. THE CUSTOMERS YOU HAVE ARE A LOT LESS EXPENSIVE TO SELL TO THAN THOSE YOU DON’T HAVE YET.
- Customer value is the difference between the benefits a customer sees from YOUR PRODUCT and the costs of obtaining those benefits THIS IS NOT ALWAYS A RATIONAL CHOICE A LOW PRICE MAY NOT ALWAYS RESULT IN SUPERIOR VALUE One customer’s view of the benefits and costs of a firm’s PRODUCT / SERVICE may vary from another customer’s view, so firm may not be able to satisfy everybody with the same offering.
- PRODUCT : WHAT ARE THE PHYSICAL GOODS & SERVICES YOU OFFER. THEIR UNIQUENESS , FEATURES , QUALITIES , ACCESSORIES , WARRANTIES ETC EG DOVE SOAPS PLACEMENT : DELIVERY CHANNELS : WHO ARE YOUR CLIENTS, YOUR DISTRIBUTORS, WHERE ARE YOU SELLING GEOGRAPHICALLY AND IN STORE. HOW DO YOU DELIVER / TRANSPORT PROMOTION: HOW DO YOU TRAIN AND MOTIVATE YOUR SALES PEOPLE, WHAT KIND OF ADVERTS / PROMOTIONS DO YOU RUN, WHO ARE YOU TARGETING? PRICE : WHAT ARE YOUR PRICING TARGETS AND PROFIT EXPECTATIONS. ARE YOU FLEXIBLE? DO YOU DISCOUNT AND FOR WHAT IF YOU HAVE THESE IN PLACE FORMALLY THEN YOU CAN SELL WITHIN THE PARAMETERS.
- EITHER YOU ARE B TO B (BUSINESS TO BUSINESS) B TO C (BUSINESS TO CONSUMER) OR BOTH INTERNET SHOPS, RETAIL SHOPS, WAREHOUSES, DIRECT SERVICES ALL FALL INTO ONE OF THESE
- QUALITY SPEED / TIME PRICE CAN ONLY PICK 2 DO YOU KNOW THE DIFFERENCE BETWEEN MARK UP AND MARGIN?
- MARKET PENETRATION – EXISTING PRODUCTS – EXISTING MARKETS PRODUCT DEVELOPMENT – NEW PRODUCTS – EXISTING MARKETS MARKET DEVELOPMENT – OLD PRODUCT – NEW CUSTOMERS DIVERSIFICATION – NEW PRODUCTS – NEW CUSTOMERS HOW BIG IS YOUR MARKET ? HOW MUCH OF IT DO YOU SUPPLY % HOW MUCH DO YOUR OPPOSITION SUPPLY?
- THE MARKET CHANGES EVERY 2 , 4, 6 YEARS. SET THE PACE YOU BE THE “ THOUGHT LEADER “
- Who is them ? CUSTOMERS!
- ANY QUESTIONS?