www.soUNIQ.co.uk<br />
UNIQ Online Marketing Module 6<br />Lesson 1<br />It’s All in the Mix<br />www.soUNIQ.co.uk<br />
Welcome to Module 6! <br />There is no “silver bullet” in marketing.<br />The secret is having the right mix of marketing ...
Know which activities your customers will respond to. <br />Look at it from the perspective of a customer.<br />Is it …Mem...
This Lesson:<br /><ul><li>The definition and description of a marketing strategy and mix
Why it is important
How to choose the right marketing activities
A few words of warning – online versus offline, new shiny things and one-offs</li></ul>www.soUNIQ.co.uk<br />
James Culliton of The American Marketing Association  (1948) saidthe role of a marketing manager is the “mixer of ingredie...
Marketing Mix:<br />A combination of factors that can be controlled by a company to influence consumers to purchase its pr...
Why is the Marketing Mix so Important?<br />You have to invest time, money and resources into your marketing activities. <...
Once Upon A Time…<br />A £10,000 UK-wide marketing promotion with print and TV advertising launched. <br />Call centres we...
Take Two:<br />Paying a beautiful blonde girl £50 to hand out fliers in a busy shopping centre? <br />Cha-ching!<br />www....
How to Choose the Right Marketing Activities for Your Business and Customers<br />Two key elements<br />1. Your aims and o...
Aims and objectives dictate which marketing activities you need to consider. <br />Example<br />Objective: Increase your p...
Through the Eyes of Your Customer<br />Ask yourself, “Would I respond to that if I was a potential customer? Is it excitin...
Get Creative!<br /><ul><li>How will you implement and deliver in a unique and different way?
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Module 6, Lesson 1

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Module 6, Lesson 1

  1. 1. www.soUNIQ.co.uk<br />
  2. 2. UNIQ Online Marketing Module 6<br />Lesson 1<br />It’s All in the Mix<br />www.soUNIQ.co.uk<br />
  3. 3. Welcome to Module 6! <br />There is no “silver bullet” in marketing.<br />The secret is having the right mix of marketing activities delivered at specific times, on a consistent basiscombined with the right message = SUCCESS!<br />www.soUNIQ.co.uk<br />
  4. 4. Know which activities your customers will respond to. <br />Look at it from the perspective of a customer.<br />Is it …Memorable? <br />Eye-catching?<br />Engaging?<br />www.soUNIQ.co.uk<br />
  5. 5. This Lesson:<br /><ul><li>The definition and description of a marketing strategy and mix
  6. 6. Why it is important
  7. 7. How to choose the right marketing activities
  8. 8. A few words of warning – online versus offline, new shiny things and one-offs</li></ul>www.soUNIQ.co.uk<br />
  9. 9. James Culliton of The American Marketing Association (1948) saidthe role of a marketing manager is the “mixer of ingredients” <br />The marketing mix includes price, product, distribution, and promotion and forms the entire promotional campaign.<br />www.soUNIQ.co.uk<br />
  10. 10. Marketing Mix:<br />A combination of factors that can be controlled by a company to influence consumers to purchase its products<br />The more engaging and closer you are to your customers, the more influence you will have over them.<br />www.soUNIQ.co.uk<br />
  11. 11. Why is the Marketing Mix so Important?<br />You have to invest time, money and resources into your marketing activities. <br />Anyone who has been in business for a period of time can tell you about all the marketing and promotional activities that did not work andhow much it cost them. <br />www.soUNIQ.co.uk<br />
  12. 12. Once Upon A Time…<br />A £10,000 UK-wide marketing promotion with print and TV advertising launched. <br />Call centres were on standby raring to go.<br />Day one: no response<br />Day two: no response<br />Day three: no response<br />…Hello? No business.<br />www.soUNIQ.co.uk<br />
  13. 13. Take Two:<br />Paying a beautiful blonde girl £50 to hand out fliers in a busy shopping centre? <br />Cha-ching!<br />www.soUNIQ.co.uk<br />
  14. 14. How to Choose the Right Marketing Activities for Your Business and Customers<br />Two key elements<br />1. Your aims and objectives<br />2. Your customers<br /> <br />www.soUNIQ.co.uk<br />
  15. 15. Aims and objectives dictate which marketing activities you need to consider. <br />Example<br />Objective: Increase your personal brand awareness<br />Activity: Include a photo, video, or any personal information about you in your email campaign <br />www.soUNIQ.co.uk<br />
  16. 16. Through the Eyes of Your Customer<br />Ask yourself, “Would I respond to that if I was a potential customer? Is it exciting or relevant enough for me to engage?” <br />If the answer is no, do NOT do it. <br />www.soUNIQ.co.uk<br />
  17. 17. Get Creative!<br /><ul><li>How will you implement and deliver in a unique and different way?
  18. 18. Avoid copying your competitors – they are not always right!</li></ul>Look for less traditional forms of marketing!<br />www.soUNIQ.co.uk<br />
  19. 19. A Few Words of Warning and Advice<br />Do not be tempted to do online or Internet marketing only. <br />Do not get carried away with new and shiny marketing activities.<br />Proactively market your business – No one-off marketing activities! <br />The worst thing you can do is nothing. <br />NOTHING<br />www.soUNIQ.co.uk<br />
  20. 20. Additional Resources<br />To find out more about your unique selling point, login to www.souniq.co.uk and access exclusive articles from our library:<br />Member’s Library<br />www.soUNIQ.co.uk<br />
  21. 21. For help and support with Module 6, Lesson 1, <br />contact me, Ruth McKay: <br />Email: ruth@souniq.co.uk<br />Tweet: @UNIQ_Academy<br />LinkedIn: UNIQ Discussion Group<br />We’d really like to know what you think of this lesson so please spare us two minutes to answer 5 short questions and tell us what you really think.<br />www.soUNIQ.co.uk<br />

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