© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Charles Rapson Colebridge Communications

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Credentials 35 years in product & brand marketing Rover, MG, Mini, Land Rover, BMW, Ford Ran own Marketing & Business consultancy Colebridge Trust Social Enterprises Waterloo Woodwork – sales up 282% Colebridge Communications – up 277%

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple The C word The C word The secret ingredient of Marketing

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Decide who your customers are and get to know them really well The secret ingredient of Marketing

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Customers Get to know who they are, where they are, what they want, how they think, what they do, what they know about you, what they think about you, how they get information, how they buy things, what motivates them, etc … Better than you know your own family

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple The rest is easy

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Research The best way to find out about your customers is to talk to them. Produce a survey – if you must Talk to them one to one or in small groups

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple 6 Key Questions to ask 1.How did you find out about us? 2.What do you think of the service we provide? 3.Are we good or bad value for money? 4.Is it easy or hard to do business with us? 5.What could we do better? 6.Would you recommend us or not? – and why?

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Segment Divide customers into groups based on particular characteristics – e.g. age, geography, industry, lifestyle, interests, etc Whatever feels right Choose which segment(s) you are going to target – prioritise based on profitability

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple The Marketing Mix Old School The 4 P’s Product Price Promotion Place Customer Focussed S-VIA Solution Value Information Access

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple The other P’s People Process Proof BUT the ‘C’ word is the most important

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Solution (Product) How well does the service you provide fit with the needs of the customers you’ve identified? Could it be modified to fit other customers or just fit better?

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Value (Price) Even if it’s free, there is a cost Time & Effort Is it worth it and what’s your service worth Free means its of no value – make the value clear You need to know your competitors

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Information (Promotion) If you understand your customers you will understand how to reach them. What info do they need? What incentive do they need? How do you tell them?

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple You USP Unique selling proposition What’s so special about you that makes you stand out from your competitors?

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Access (Place) Not (just) about wheelchairs. How easy is it to get understandable information about you? How easy is it to find you? How easy is it to join in or buy?

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Ways to communicate Word of mouth Flyers Leaflets Website Direct Mail Networking Social Networking TV Cinema Radio Press Posters Sponsorship Promotions Viral Etc, etc, etc

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Ways to communicate What’s right for you depends entirely on who your customer is, how they get information, how much they know about you, what they think of you, how they want to receive information. Budget is a factor but it’s the last consideration. Marketing done well is an investment, not a cost Spend £1 on advertising, earn £2 in sales profit

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple The Marketing Plan 1.Start with WHO 2.WHAT are you selling & fit to 1 3.HOW are you going to sell it 4.WHERE are you going to sell it 5.WHEN 6.HOW will you know if it worked

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Remember Successful marketing is ALL about understanding the customer. The better you understand them, the better you will do – and the rest WILL be easy

© Charles Rapson, Colebridge Trust 2011 Marketing – keeping it simple Charles Rapson Colebridge Communications