Marketing: It ’ s Your Business

Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is NOT sales, it leads to sales Marketing is: Marketing is: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” - American Marketing Association (AMA)

Digital Safari Institute GreenBizz Project The Four P ’ s of Marketing Product Product – What you offer is what they need Pricing Pricing – Aligned with sense of value and competition Placement Placement – Make it easy to buy! Promotion Promotion – Express your value proposition!

Branding

Digital Safari Institute GreenBizz Project What is a Brand? “A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ “A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ "Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality." "Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality."

Digital Safari Institute GreenBizz Project What is a Brand? "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…" "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…" "A brand is the most valuable real-estate in the world, a corner of the consumer's mind.“ "A brand is the most valuable real-estate in the world, a corner of the consumer's mind.“ "A brand is a collection of perceptions in the mind of the consumer.“ "A brand is a collection of perceptions in the mind of the consumer.“

Digital Safari Institute GreenBizz Project What is a Brand? Key Points: Key Points: – Brands are not necessarily positive! – Building a positive brand takes effort – It is critical to actively manage and maintain your brand

Digital Safari Institute GreenBizz Project What is Co-Branding? Co-branding is the practice of using multiple brand names together on a single product or service (or a group of products or services) Co-branding is the practice of using multiple brand names together on a single product or service (or a group of products or services) Leveraging one brand to enhance another Leveraging one brand to enhance another Examples? … They’re all around! Examples? … They’re all around!

Digital Safari Institute GreenBizz Project Branding Strategies Goal: To create a brand promise that creates emotional connections Goal: To create a brand promise that creates emotional connections 1. Grounded in the brand’s core values 2. Clearly relevant and engaging to your target market 3. Able to create some sort of positive emotional attachment beyond just being “good”

Digital Safari Institute GreenBizz Project Branding Strategies 4. Repeated internally and externally within your organization 5. Adaptable to the business climate 6. Continually reinforced 7. Consistent across advertising and marketing mediums 8. Known and echoed by business partners

Marketing Communication

Digital Safari Institute GreenBizz Project Marketing Communication: Key Messages for Target Audiences Create awareness Create awareness Make a positive impression Make a positive impression Communicate key information Communicate key information Generate enthusiasm Generate enthusiasm Motivate action Motivate action

Digital Safari Institute GreenBizz Project Keys to Effective Marketing Communication Target your audience Target your audience Define your message Define your message Select the format Select the format Describe the treatment Describe the treatment

Digital Safari Institute GreenBizz Project Expressing Your Business Name of your company Name of your company Tag line Tag line Elevator speech Elevator speech Logo Logo Collateral materials, ads, etc. Collateral materials, ads, etc.

Digital Safari Institute GreenBizz Project Marketing Basics = Web Basics Tag Line Tag Line Value Proposition Value Proposition Sustainable Market Advantage Sustainable Market Advantage Elevator Speech Elevator Speech Site Map Site Map Cool Headings Cool Headings Products/Services Products/Services About Us About Us

Go For It!