Marketing Con Stavros

CON STAVROS o o o o o X X X X X 26D 12A E4 ZONE 41X9 RED

CON STAVROS

AgendaAgendaAgendaAgenda  What is Marketing?  Where was it?  Where is it going?  What can we do to help get there?  Positioning  Integrated Marketing Communication  Moments-of-Truth  The Challenge Ahead

CON STAVROS Marketing is Misunderstood just selling just advertising is too expensive is a waste of money is unethical

CON STAVROS EXCHANGE

CON STAVROS The Nature of Marketing ART SCIENCE

CON STAVROS IX

CON STAVROS Our Marketing Mix Product Price Promotion Place People Process Physical Evidence

CON STAVROS The old path of Marketing… Truth Dollars Mind Control Art Competition Interruption ADVERTISER CONSUMERS

CON STAVROS A new direction for Marketing… Perception Deflection Social Acceptance Partnerships Integration Science ADVERTISER CONSUMERS

CON STAVROS Some Suggestions…. Target opinion leaders Put your arm around your audience - don’t lecture them Take the widest possible definition of “media” Integrate the strategy Don’t let your marketing show Use a visual approach

CON STAVROS POSITIONING

CON STAVROS Adventurous Arrogant Authentic Boring Busy Carefree Casual Colourful Compact Cosy Cultural Cutting Edge Different Diverse Distinguished Empty Energetic Fresh Friendly Fun Festive Indulgent Intelligent Leader Mysterious Plain Popular Quality Relaxed Reliable Romantic Safe Slow Sophisticated Spectacular Stylish Traditional Trendy Unique Unspoilt Warm Wild ADELAIDE BRISBANE CANBERRA DARWIN HOBART MELBOURNE PERTH SYDNEY

CON STAVROS Motivation Problem Recognition Search for Information Evaluation of Alternatives Choice Usage/Post-purchase Behaviour

CON STAVROS Behavioural Sequence Model (BSM) Data Inputs (1) What (decision stages) (2) Who (roles) (3) Where (location) (4) When (time & timing) (5) How (description) Need Arousal Purchase Information Search & Evaluation Usage

CON STAVROS Integrated Marketing Communication

CON STAVROS

$ x 2 Equity

CON STAVROS Category Need – Motivations to Enter Positive origin 6. Sensory gratification 7. Intellectual stimulation 8. Social approval Negative or averse origin. 1. Problem removal 2. Problem avoidance 3. Incomplete satisfaction. 4. Mixed approach-avoidance Mildly negative origin 5. Normal depletion Informational Transformational Rational Emotional

CON STAVROS

Moments-of-Truth

We’re predicting the future actually on course only 4% of the time!

Marketing Con Stavros