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Marketing made manageable


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Marketing made manageable

  1. 1. Don't dabble - do! Nigel Rowlson - MD, the dairy    marketing communications Marketing Made Manageable
  2. 2. Background Nigel Rowlson <ul><ul><li>MD of The Dairy, a marketing, design PR and web agency (est. 2002) </li></ul></ul><ul><ul><li>31 years experience in the world of marketing, advertising, digital and print </li></ul></ul><ul><ul><li>Full member of the Chartered Institute of Marketing and past chairman of the Nottingham branch </li></ul></ul><ul><ul><li>Worked on a wide range of businesses in all sorts of sectors but mainly consumer or business to business  </li></ul></ul>
  3. 3. Background <ul><ul><li>Clients have included: </li></ul></ul><ul><ul><li>- Ford - British Gas </li></ul></ul><ul><ul><li>- Cable and Wireless - Great Universal Stores </li></ul></ul><ul><ul><li>- Armitage Shanks - Boots </li></ul></ul><ul><ul><li>- Church’s Shoes </li></ul></ul><ul><ul><li>More locally and through The Dairy </li></ul></ul>
  4. 4.
  5. 5. <ul><ul><li>... is a huge subject and not one that can be adequately covered in 30 minutes </li></ul></ul><ul><ul><li>The CIM definition of marketing is: </li></ul></ul><ul><ul><li>'The management process for identifying, anticipating and satisfying customer requirements profitably‘ </li></ul></ul><ul><ul><li>Opposite of the 'old British' way </li></ul></ul><ul><ul><li>In recent years growing demand for web sites and digital work </li></ul></ul><ul><ul><li>Very first thing that any business will do: test the market   </li></ul></ul>Marketing …
  6. 6. <ul><li>What marketing is: </li></ul><ul><ul><li>Putting the customer first </li></ul></ul><ul><ul><li>A business ethos </li></ul></ul><ul><ul><li>A planning process </li></ul></ul><ul><ul><li>Core to sustained business success </li></ul></ul><ul><ul><li>Allocating resources to achieve your goals </li></ul></ul><ul><li>What marketing isn't: </li></ul><ul><ul><li>Simply advertising / promotion </li></ul></ul><ul><ul><li>Just a role </li></ul></ul><ul><ul><li>An optional extra </li></ul></ul><ul><ul><li>A function of sales </li></ul></ul><ul><ul><li>Something to dabble in but not take seriously </li></ul></ul>What Marketing is and isn’t
  7. 7. <ul><ul><li>All businesses have to 'do' marketing </li></ul></ul><ul><ul><li>So why do companies dabble? </li></ul></ul><ul><ul><li>Two reasons </li></ul></ul><ul><ul><li>1) cost </li></ul></ul><ul><ul><li>2) and the fact that we all think we can do it! </li></ul></ul><ul><ul><li>Everybody in the company thinks they are a marketer or at least wants to have an input to it </li></ul></ul><ul><ul><li>There are lots of stories about the MD taking the new advertising ideas home to their partner to get an opinion </li></ul></ul>Marketing is a must
  8. 8. Overall … (and if there is one thing you take away today – it is this …) <ul><li>Two of the most important things to remember:- </li></ul><ul><ul><li>You must spend time planning your approach </li></ul></ul><ul><ul><li>And….. </li></ul></ul><ul><ul><li>You must be consistent  </li></ul></ul>
  9. 9. A simple 9 step process <ul><ul><li>Understand your market Get to know your customers! </li></ul></ul>
  10. 10. A simple 9 step process <ul><ul><li>2. Understand the environment How does the market develop? What are the latest innovations and emerging themes? </li></ul></ul>
  11. 11. A simple 9 step process <ul><ul><li>3. Know what you do Analyze your offering and discuss it! </li></ul></ul>
  12. 12. A simple 9 step process <ul><ul><li>Plan 'Fail to plan and plan to fail'. Time spent planning should be seen as an investment. </li></ul></ul><ul><ul><li>Example of a marketing action plan </li></ul></ul>
  13. 13. A simple 9 step process <ul><ul><li>5. Build a Database … if you operate in a B2B or a manageable B2C environment. Split it into three sections - prospects, existing clients and suppliers </li></ul></ul>
  14. 14. <ul><ul><li>Deploy the Plan Communicate with your audience for example through a simple mailer, a series of e-mailers or a complete range of sales literature </li></ul></ul>A simple 9 step process
  15. 15. <ul><ul><li>7. Follow it through You need to make sure your message is everywhere (web site, blog, news section, Facebook site, Twitter account). Ensure you have a google analytics active for your web site </li></ul></ul>A simple 9 step process
  16. 16. A simple 9 step process <ul><ul><li>Evaluate Review your marketing work and draw conclusions from that via direct response sales, follow up calls, telephone market research or web activity through google analytics </li></ul></ul>
  17. 17. A simple 9 step process <ul><ul><li>9. Keep calm – Carry on Stick to your plans </li></ul></ul>
  18. 18. <ul><li>Remember the two most important things:- </li></ul><ul><ul><li>Do some planning </li></ul></ul><ul><ul><li>Keep consistent </li></ul></ul><ul><li>AND: Don't dabble - do! </li></ul>Summary <ul><ul><li>© Dairy Communications Limited 2011 </li></ul></ul>