2. Slide 1 An Introduction to Marketing David Abbott Insight Best Practice David Abbott 07971 962235 david@insight-bp.co.uk

3. Slide 2 SECTION 3 – IDEAS

4. Slide 3 The 4 Ps (and more!) Product Price Place Promotion People Process Physical Evidence

5. Slide 4 Example – Youth Club Product Social venue for 14-22 year olds Indoor sports: pool and table tennis Events: monthly disco Ideas: buy second hand Playstation, run video games tournaments?

6. Slide 5 Example – Youth Club Price Subs currently £2/week Ideas:  discount for annual membership?  negotiate discounts with local sports facilities for £4/week membership

7. Slide 6 Example – Youth Club Place Local church hall No appropriate alternative venues nearby Main hall only just big enough Looking very tired Ideas:  Volunteer to help decorate if church buys the paint  See if the club members will help  Ask if committee room can be used as extra space

8. Slide 7 Example – Youth Club Promotion Put adverts up in local newsagents Ideas:  Ask schools if adverts can be put up  Run mini-exhibition at local college  6 months free membership if you bring a friend who stays for a year

9. Slide 8 Example – Youth Club People Volunteers are in right age bracket to relate to target audience Most recent volunteers not well trained Ideas:  Training sessions  Buddy the new volunteers with older hands

10. Slide 9 Example – Youth Club Process Easy way to join Easy way to pay No published schedule of events Ideas:  Open twitter account to tweet dates  Put dates on website  Sent text to members about upcoming meetings

11. Slide 10 Example – Youth Club Physical Evidence Hall ok, but needs decorating No signage Volunteers dress appropriately but differently Ideas:  Put up clear signs on event days  Volunteers all wear same sweatshirts

12. Slide 11 AIDA Models of Behaviour Awareness Interest Desire Action

13. Slide 12 Example – Youth Club Survey conducted, seems most youth in target age range don’t know what we do – poor awareness Ideas:  Talk to local press, get some coverage  Find out if local radio want to interview us  Offer first three months free to try us out

14. Slide 13 The ‘Customer’ Lifecycle Three Ways to Grow 1.Acquisition 2.Development 3.Retention

15. Slide 14 Example – Youth Club Acquisition Ask schools if adverts can be put up Run mini-exhibition at local college 6 months free membership if you bring a friend who stays for a year

16. Slide 15 Example – Youth Club Development Run Playstation tournaments with a prize and an entry fee Use an ideas box to find out what the club members would like to do

17. Slide 16 Example – Youth Club Retention Speak to every member at least once per 6 months about how satisfied they are and how much they enjoy the club Keep anyone who has left on the text circulation list unless they ask to be removed

18. Slide 17 Workshop 3 Review Ps Review AIDA Define acquisition ideas Define development ideas Define retention ideas

19. Slide 18 Ansoff Current New Market Product/Service

20. Slide 19 Ansoff Market Penetration Service Development DiversificationMarket Development Current New Product/Service Market

21. Slide 20 Ansoff Market Penetration1 Service Development2 Diversification16 Market Development4 Current New Market Product/Service

22. Slide 21 Example – Village Hall Existing  Smaller businesses within a 15 mile radius that need exhibition space  Social organisations such as local charities that need to run functions and fetes Market Development  Sports clubs such as Badminton Clubs

23. Slide 22 Workshop 4 Ansoff