1. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Would you build a house without a plan ? You don’t build a business without a marketing plan;
Objective
Tasks- research, implement 4 p’s into marketing mix
Situational analysis, swot,
Competitor analysis, target
Do by dates
BSBMKG414A Undertake Marketing Activities

2. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Identify the need for a marketing activity;
To launch a new product/service
Client analysis and retention
To revitalise an existing product/service
To improve market share/sales and subsequent profits
To re position a firm, brand or
product
BSBMKG414A Undertake Marketing Activities

3. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
What marketing activities has the firm undertaken before and how successful were they? New product design, trade show or new promotional strategy ?
BSBMKG414A Undertake Marketing Activities

4. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Identify profile of segment market to target Geographic, demographic, psychographic and behavioural segmentation
BSBMKG414A Undertake Marketing Activities

5. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
What Marketing activities can a firm undertake in the future?;
Trade shows
Product launch
Utilise various forms of;
Media or media vehicles
BSBMKG414A Undertake Marketing Activities

6. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Develop media releases, articles on company, product or
background
Telephone promotions
Online promotions
BSBMKG414A Undertake Marketing Activities

7. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
How to identify and monitor OUTCOMES
from marketing activities;
Increased customers enquiries
Develop procedures for
follow up- swamped response
BSBMKG414A Undertake Marketing Activities

8. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Increased customer data base
Customer Relationship Management
Implement marketing information systems (MKIS)
BSBMKG414A Undertake Marketing Activities

9. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Increased sales and
subsequent service level
Increased inventory
requirements
=Increased
working
capital
BSBMKG414A Undertake Marketing Activities

10. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Examples of Marketing Activities; Marketing isn't as simple as paid advertising on television or in newspapers. Marketing is any technique used to make the public aware of a company and what it has to offer over its competitors. The variations of marketing activities are vast and encompass almost every kind of media and company-initiated outreach.
BSBMKG414A Undertake Marketing Activities

11. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Cold-Calling Whether they call current customers or members of the general public, companies often simply call people up on the phone and offer them services. Although a company may not make a sale as a result of most of these calls, some calls will be successful, and brand loyalty is reinforced in existing customers even if they don't buy anything new. People who were previously unaware of the company might have their interest piqued by the call.
BSBMKG414A Undertake Marketing Activities

12. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Newsletters and Articles
Sending out a newsletter that announces new happenings
in the company, as well as informative articles about the company's industry, are other ways to get the company's message out.
Companies might use either an established list of customers and periodically out the publication,
or they might publish articles in other media with which they have no obvious connection —
for instance, a financial expert
with a weekly advice column in a
local paper in which she invites
inquiries from readers has the intent
to drum up business.
BSBMKG414A Undertake Marketing Activities

13. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Search Engine Marketing
Creating a website that's among the
top results on search engines is another way of
marketing services and products.
BSBMKG414A Undertake Marketing Activities

14. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Businesses structure their websites and infuse them with keywords and phrases. Designed to maximize their search engine ranking and garner the greatest volume of customer inquiries.
BSBMKG414A Undertake Marketing Activities

15. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Trade Shows
Good for entrepreneurs looking to find
retailers to carry their product, trade shows are a form of business-to-business marketing. Owners purchase booth space and sell units of a particular item, sometimes to members of the general public but also to those who can get them shelf space in a large-volume retailer. Even if an entrepreneur doesn't sufficiently impress a retailer at a trade show, the number of units sold to everyday consumers might be enough to convince retailers later on to stock the product.
BSBMKG414A Undertake Marketing Activities

16. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Product Placement in Entertainment
Moviegoers and online game players
often notice products from a part of the
script or scene. Companies pay for this
privilege:
They agree to a payment scheme in return for
the marketing benefits that come as a result
of a Hollywood star using their product.
The same is true of video games,
where everyday players navigate
through a world populated with products they
can find in their local store.
BSBMKG414A Undertake Marketing Activities

17. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Outcomes from Undertaking Marketing Activities
How does a company satisfy the level of new customer enquiry?
Increased interaction with NEW consumers either B2C or B2B.
BSBMKG414A Undertake Marketing Activities

18. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Physical; More staff, more space, more equipment Compliance to legislation ( IR laws) Is there a better way?- can it be outsourced?, can KPI targets be met?
BSBMKG414A Undertake Marketing Activities

19. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Implement systems for potential new clients and new Technology for existing customer retention via, Quality assurance programmes
BSBMKG414A Undertake Marketing Activities

20. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Introduce new/updated software New level of staff required- training More power electricity and IT connectivity
BSBMKG414A Undertake Marketing Activities

21. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
Detailed potential follow up for new customer enquiry
BSBMKG414A Undertake Marketing Activities

22. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
The need to implement new technology to stay in touch e.g.; Anniversary of purchase Product update
BSBMKG414A Undertake Marketing Activities

23. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
What are the best/cheapest methods for your company to reach your target market. What does your target market use to be connected- hearing, seeing and feeling. What are the best /most effective ways to get Your message across to your target market TV, publications or internet
BSBMKG414A Undertake Marketing Activities

24. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
BSBMKG414A Undertake Marketing Activities

25. Apprentice to Business Owner Program (A to B Program)
Northern Beaches College – Business Services
Apprentice to Business Owner Program (A to B Program)
BSBMKG414A Undertake Marketing Activities