1. THE IMPORTANCE OF AN EFFECTIVE MARKETING STRATEGY Wall To Wall Sunshine - Paul Stevenson
November 16th 2016
© Wall To Wall Sunshine Ltd

2. Contents What is Marketing (and what it is not)
Marketing Strategy Fundamentals
Major Considerations

3. These are the ‘tools’ marketers use to communicate to target audiences
‘Marketing’ is NOT …
Advertising
Graphic Design
Websites PR
Radio
Billboards
Sponsorship
Direct Mail
Brochures
Video
Social Media
These are the ‘tools’ marketers use to communicate to target audiences

4. Marketing IS …
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” *
* Definition Source:

5. Where Marketing ‘Fits’
The ‘board’ – corporate strategy / leadership HR IT
Operations
Marketing
Finance
Agencies
Web PR
Print
Ads
Media
Design

6. Simple framework, but still relevant
The Traditional Marketing Mix
The 4 P’s & 7 P’s (service)
• Product • People
• Price • Process
• Place (distribution) • Physical Evidence
• Promotion
The Establishing Mix – Triple Bottom Line
The New 3 P’s
• People (Social Res.)
• Planet (Environmental Sus.)
• Profit (Society)

7. Marketing IS … (for non-marketers)
Profitably providing the right service/product, to the right people, at the right time, for the right price and communicated in the right way

8. Marketing Strategy Fundamentals

9. OK – let’s get into ‘strategy’
Sun Tzu, philosopher and head of the Chinese army for much of the 5th century BC - The Art Of War
He understood the difference between …
Tactics (which we do every day) and
Strategy (which guides what we do every day)
and he knew what happens if you try using one without the other. He wrote that:
“Strategy without tactics is the slowest route to victory”,
but added it was even worse to get it the other way round,
“Tactics without strategy is the noise before defeat.”

10. 1 – 3 of S.O.S.T.A.C.

11. Understand your business. Objectives - goals/motivation
Understand your business Objectives - goals/motivation Strengths/core competencies

12. Understand your target audience(s) Customers Prospects

13. Understand your marketplace. Political, Economic, Social
Understand your marketplace Political, Economic, Social Technological, Legal, Environmental

14. Understand your competitors. Their market position/strategy
Understand your competitors Their market position/strategy The threat/risk

15. SWOT analysis – a great summary tool
Strengths | What’s great about your business
Weaknesses | What’s fragile in your business
The first two are internal – you need to be honest
Opportunities | How can you grow
Threats | What might prevent you
The second are external – can you influence them?
Can your objectives be met given the results?

16. Major Considerations

17. Your BRAND – and what it is
Product/Service = Physical Assets
BRAND = Emotional Assets
BRAND is the PERSONALITY

18. Why is ‘brand’ so important?
Physical Reasons
Emotional Reasons
Without an emotional connection, you are only appealing to customers with ‘half a voice’
In most cases, 20% of the decision is logical and 80% is emotional*
(* Marketing Profs)
WTWS - Otter Nurseries_

19. The value (£) of a brand
Price ?
Price ?
Candles …
Which would demand the higher price?
Do Waterford make candles? Is this their expertise?
How much more would you pay for the ‘branded’ product?
Convert to a percentage then apply to annual sales

20. The UK enjoys world class communications

21. The market leader is rarely the best product

22. It’s not all about price

23. Explosion of choice

24. Pick a fight you can win

25. Understand the weapons in the armoury

26. Growth requires pace

27. Differentiate or die

28. Make it easy to buy

29. The Consideration Set

30. No quick fixes. Commitment

31. The Rewards Growth Profitability Stability Engaged/motivated employees
Greater customer retention
More resource for development/diversification
More enjoyable

32. Thank You. Any questions?