The Knowledge Action Network Programme Marketing Masterclass, Feb 2013 Manchester Metropolitan University Business School This project has been part funded by the European Regional Development Fund

Agenda 09:30 – 09:45 Session Overview 09:45 – 10:00 Thoughts on Marketing 10:00 – 10:15 Your Story 10:15 – 10:45 Pains and Gains 10:45 – 11:45 Value Proposition 11:45 – 12:30 Marketing Communications for you * what experiences can your customers share? Write some down... This project has been part funded by the European Regional Development Fund

Quick intro... Jeff McCarthy Senior Lecturer, Marketing, Operations & Digital Business Business owner >6yrs CIM & IDDM Course Director (Prof. Qualifications & In-Company) Econsultancy trainer Contact: jeff.mccarthy@mmu.ac.uk 0161 247 6751 @jeffmclfc http://uk.linkedin.com/in/jeffmccarthyuk This project has been part funded by the European Regional Development Fund

Objectives for Today To think critically about your business To genuinely understand your customers To communicate your value clearly To develop marketing communications that works for your organisation This project has been part funded by the European Regional Development Fund Image source: www.google.co.uk/imghp, accessed 11.06.12

What is Marketing? Source: http://images.google.co.uk, accessed 24.01.13 This project has been part funded by the European Regional Development Fund

Marketing Brain Dump... Adjectives to describe marketing… If marketing was a person – who would it be? If marketing was a car, what brand & model would it be? If marketing was a TV programme, what would it be? Source: http://images.google.co.uk, accessed 24.01.13 This project has been part funded by the European Regional Development Fund

Share Your Story What is your vision? What are your Corporate Goals/Objectives? What is your story ? Share your 10 second pitch  Source: http://images.google.co.uk, accessed 24.01.13 This project has been part funded by the European Regional Development Fund

Start with the customer Customer Pains Your Claims Customer Gains This project has been part funded by the European Regional Development Fund Image source: www.google.co.uk/imghp, accessed 11.06.12

Understanding Your Value Efficiency Value What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each Cust. Segment? Built around: Accessibility Brand Cost reduction Convenience Customization Design Innovation Performance Risk reduction As maintained for each customer segment, through Acquisition & Retention – plus winback! Type of relationship expected? Are they established & integrated into business process? How costly are they? Activities outsourced/acquired. • Strategic alliances between non-competitors • Coopetition: strategic partnerships between competitors • Joint ventures to develop new businesses • Buyer-supplier relationships to assure reliable supplies What Key Activities do they perform? What Key Resources to they provide? Sales channels, distribution, comms. Customer groups represent separate segments if: • Their needs require and justify a distinct offer • They are reached through different Distribution Channels • They require different types of relationships • They have substantially different profitabilities • They are willing to pay for different aspects of the offer. Achieved through key resources. Production Problem Solving Platform / network Sales channels, distribution, comms. • Raising awareness • Communication, evaluation & delivery of Value Prop • Personalization of products and services • Post-purchase support Assets to deliver Value Proposition, Customer focus, channels, revenue streams Financial, Human, Intellectual, Physical. Built on your internal value chain. Cost driven or based on value creation? Fixed or variable cost? Related to value propositions. One-off or recurring revenues? E.g. License, subscription, rental/lease,. Fixed or dynamic pricing? Where are you adding and losing value for your customers? What data do you need to improve performance? This project has been part funded by the European Regional Development Fund Source: http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf, accessed 11.06.12

Complete Your Own Canvas Efficiency Value Where are you adding and losing value for your customers? What data do you need to improve performance? Source: http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf, accessed 11.06.12

Why Might Customers Leave? 68% Perceived indifference 14% Unresolved issue = 82% you could do something about! Customer Friendly Processes ✓ Employee Commitment Ongoing Dialogue This project has been part funded by the European Regional Development Fund

Value Proposition Canvas Copyright of Business Model Foundry GmbH This project has been part funded by the European Regional Development Fund

WHY? What are customers trying to get done? Task/emotional/social... What pains may your customer face? Cost/time/performance/worries What benefits does your customer expect or anticipate? Source: Business Model Foundry GmbH This project has been part funded by the European Regional Development Fund

WHAT? How do you take away customer pain? What do you offer? How do you add / create customer gains? Source: Business Model Foundry GmbH This project has been part funded by the European Regional Development Fund

Create Your Value Proposition This project has been part funded by the European Regional Development Fund

The Science of Marketing... Source: Altimeter Group, 2012 This project has been part funded by the European Regional Development Fund

Effective Communications Source: Altimeter Group, 2012 This project has been part funded by the European Regional Development Fund

This project has been part funded by the European Regional Development Fund Source: http://www.activitiesabroad.com, https://www.facebook.com/lakelandtrails/photos_stream#!/pages/Activities-Abroad/92524420253?fref=ts, accessed 24.01.13

This project has been part funded by the European Regional Development Fund Source: Lakeland Trails, accessed 24.01.13

Effective Communications Populate this framework with your existing marketing communications / material Source: Altimeter Group, 2012 This project has been part funded by the European Regional Development Fund

Digital Reputation Management How can you monitor your digital reputation? Googling your name, or your URL http://www.googlealert.com How can you manage your digital reputation? Submission http://www.pressbox.co.uk http://www.prweb.com http://www.webwire.com Digital communities, blogs, RSS A digital PR service agency How does our client stack up? This project has been part funded by the European Regional Development Fund Image source: http://www.howsociable.com/, http://www.socialbakers.com/, accessed 24.01.13

Useful Sites for Search Marketing Google Agency Toolkit: http://www.google.com/ads/agency/toolkit.html Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal Traffic Estimating: https://adwords.google.com/select/TrafficEstimatorSandbox Google Trends: http://trends.google.com Alexa.com http://www.alexa.com SEMRush.com: http://www.semrush.com Yahoo Site Explorer alternatives:   http://siteexplorer.co/top-10-site-explorer-alternatives This project has been part funded by the European Regional Development Fund

Recap Clearer on how you add value? Different / better perspective on your customer? Feel you can clearly communicate your Value Proposition? Aware of which marketing communications may be effective? This project has been part funded by the European Regional Development Fund Image source: www.google.co.uk/imghp, accessed 11.06.12

What will you do differently from tomorrow? This project has been part funded by the European Regional Development Fund Image source: www.google.co.uk/imghp, accessed 31.01.13