Marketing. Kurt Foriska The Ohio State University

What is Marketing?

Who’s in Charge of Marketing?

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Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University  Who you are  Who they are  Matching who they are with who you are

Marketing Takeaways: 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story Marketing Takeaways 1 : 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story 1 Fundraising 1 Fundraising

Mission Focused Defines who we are AND (more importantly) who we are not

Mission Focused “We are the low cost airline”

Mission Focused “The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

Mission Focused Long-attention span: Start with Why by Simon Sinek Made to Stick by Chip and Dan Heath Short-attention span: ted.com | search for “Simon Sinek: How great leaders inspire action”

Market Differentiation

Commodities Manufactured Goods Services Experiences Price

Market Differentiation Short Attention Span: ted.com | search: “Joseph Pine: What consumers want”

Segmentation 8

Segmentation Market segmentation is determining what differentiates your various users/customers and delivering different products, services, and programs to meet their needs

Segmentation

Segmentation

Segmentation People are really good at talking about their problems and not as good at coming up with solutions to those problems.

Segmentation It’s not about you, it’s about the customer

Service Marketing Differs from product marketing in 4 ways (4 I’s): 1. Intangible: Often cannot be touched; experiential 2. Inseparable: Production cannot often be separated from consumption; “customer is in the factory” 3. Inconsistent: The service is delivered by people, which introduces variability 4. Inventory: You cannot save services for the future

What the Customer Sees What the Customer Does Not See

Delivery GAP 1: Difference between what customers expect and what the organization thinks they expect Overcome by building relationships with customers – Assessment is key! Communicating about what is happening on the front lines

Delivery GAP 2: Difference between the organization’s understanding of expectations and set service standards Folly of Rewarding A While Hoping for B Set service standards that are clear, but allow flexibility to provide good service – Building pride in the brand- People rise/fall to expectations – Build a sense of community- Provide a context of the org – Hire qualities that are tough to teach THE CUSTOMER DOESN’T CARE

Delivery GAP 3: Difference between the set services standards and service delivery People, in general, want to do the right thing. Employees fail to deliver on standards when they don’t have: – The A bility – R ole Clarity – M otivation THE CUSTOMER DOESN’T CARE

Delivery GAP 4: Difference between the service delivery and what is communicated to customers Over-Promising/Under-Delivering Lack of Communication THE CUSTOMER DOESN’T CARE

Delivery GAP 5: Difference between customer’s expectations and the customer’s perception of service delivered The challenges in the previous gaps manifest themselves in GAP 5 By closing the previous gaps, the organization can increase it’s service to customers

Delivery: New Media Twitter Facebook YouTube A Special Note Web 1.0 (content provider) vs. Web 2.0 (content receiver)

Delivery: Average Open Rate = 20% – Of that 20%-40%, Click through/action is 25%-40% Best time to send – Tuesday/Wednesday/Thursday; Mid-morning Mail Merge = the more personalized a message, the more likely it is to be read Speak in the language of your audience Be concise Have an actionable item

Delivery: Twitter 70+ million users Can “#” your tweet - aka hash tag – categorizes your tweet; other users can search for your tag directs your comment to another user or acts as a reply to another user

Delivery: Twitter Uses: Tweet often, tweet interesting and re-tweet Respond to trends on campus (what’s the buzz?) Learn the language of your segments Use tweets as easy research (#sloopy’sfail) Use tweets as a call to action – Tweet Offers

Delivery: Facebook Operate the page like a personal account: – Post pictures; tag individuals; change profile picture often – Post on your walls to lead to discussion – Be “real” with wall posts – speak the language of your target audience – Use Facebook as a call to action It take a lot of time; a lot of effort

Delivery: YouTube Generate content Hold contests to generate content Leverage potential response and host locally (e.g. embed YouTube videos on your webpage)

H4Y

Delivery: YouTube High Tech – HD Camera [$3,400] – Sound Equipment – Final Cut Pro [$1,000] Low Tech – SD Camera [$275] – Final Cut Express [$200] – iMovie [included on most macs]

Branding

Branding

Branding

Marketing Takeaways: 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story Marketing Takeaways 1 : 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story 1 Fundraising 1 Fundraising

Kurt Foriska

Fundraising Takeaways: 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story Fundraising Takeaways: 1. Mission Focused 2. Market Differentiation 3. Segmentation 4. Delivery 5. Tell Your Story