Communicating… A Layman’s Guide to Marketing

A Brief History of Marketing Steam power, manufacturing and transportation Henry Ford Mass production Improving communications with your markets

The Definition of Marketing Identifying a need in the market from which you can make a profit Designing and developing the product/service Developing the market – more later Determine the means of distribution –Sell Direct, perhaps from a shop front –Sell via the Web –Sell via Distributors (the Channel) The Marketing Mix and the 4 P’s:- –Product –Price –Packaging –Promotion – Chosen for a competitive advantage Now there are 16 P’s! People, place, process, physicals, policies, publicity, production, penetration, product development, etc.

Marketing Communications Marketing has given us a product to sell, now we must communicate that product to the market Marketing communications include:- –Advertising (Above the Line and Below the Line) –Telephone canvassing –Direct Mail –Personal Selling, cold calling –Word of Mouth (WOM) - Networking –Open Days, Exhibitions and Seminars – Indirect Offers –The Web and Internet marketing –Any other marketing communications opportunity you can think of? –You also need marketing collateral Strategy, Planning and Marcoms Plans - samples The difference between marketing and selling

The Continuum of Behaviour Awareness Interest Knowledge Commitment to –People –Product –Price –Company Decision Customer Advocate

Matching the Continuum of Behaviour with marketing communications opportunities AwarenessAdvertising InterestAdvertising, Press Releases, articles KnowledgeCase studies, brochures, articles Commitment toWord of Mouth, Personal Contact –PeopleDirect Mail, Telephone Canvassing –Product –Price –Company DecisionPersonal contact CustomerPersonal contact AdvocateWord of Mouth

Pipeline Management Where do the leads come from? How much do leads cost? Which leads produce the most sales? Why do leads fall out of the pipeline? Analysing and managing the pipeline

The External (PEST) Factors All business opportunities come from the external factors (PEST & SLEPT) –Political –Economic –Social –Technological The PEST factors can also threaten a company!

Marketing Models SWOT –Strengths and Weakness (Internal factors) –Opportunities and Threats (External factors) Boston Consulting Group –Growth-Share matrix Professor Igor Ansoff –Growth Product/Market Expansion Grid The Product Life Cycle – Remember Continuum of Behaviour and marcoms opportunities!

The Three Most Important Questions What do you sell? –Parker Pens –Rolex watches To whom do you sell? –Market segmentation, A,B,C1’s,C2’s,D, E’s –MOSAIC – Lifestyle based on postcodes –Types of purchaser – Product Life Cycle –Vertical markets – sic codes How do you sell your products? –Which marcoms opportunities?

Designing and Building a Database Database Management Systems – Maximiser! Sources of Data:- –Yellow Pages –Kelly’s –Dunn & Bradstreet –Local Papers Servicing databases by:- –Telephone (List cleaning, research, identifying need and appointments) –Direct Mail (building an image – identifying with need) –Reply Cards (Research questions and convenience) –Direct and Indirect offers

Telephone Canvassing Designing a Script –List Cleaning –Research –Identifying Need –Making an Appointment Employing a Telephone Canvasser Incentivising a Telephone Canvasser

Direct Mail Don’t sell products or services – identify with problems! Have clear objectives for direct mail –Sell more products or services –Sell an indirect offer (Open Day, Seminar, Exhibition) –Build mind share –Build a particular image (quality) –Be in the right place at the right time Consider the use of Reply Cards and collateral One page is enough! Plenty of white space! Use bullet points! Quality of medium should match quality of service

Summary and Close What we have covered –What is marketing –The external factors –The Continuum of Behaviour and Marcoms –Marketing models –The 3 important questions of marketing –Building and servicing a database Any Questions? Thank you for coming!