1. 2/24/2019
2/24/2019
Marketing Why have marketing at Athenium? 3. Where are we today? 4. Where do we want to be? 5. What does Amy do?
                                      
Amy Westebbe
Marketing
Ext 6310
75 Third Avenue, 2nd Floor
Waltham, MA 1

2. These are our current defining characteristics.
Marketing 101 – The 5 Ps
The 5 Ps of the Marketing Mix
Product: What does the product/service do? What are its benefits (efficient, end-to-end) and features (Web-based, pathing, etc)? Compared to our competitors?
Price: What price makes us competitive and profitable?
Place: Where and how do we deliver our products and services?
People: (1) What kind of relationships do we have with our customers? (2) What are the skills and expertise of our people?
Promotion: What methods do we use to communicate the features and benefits to our target customers?
These are our current defining characteristics.
Then ask…
We know our 5Ps

3. What wants and needs can we solve for customers?
Marketing Customers
What wants and needs can we solve for customers?
Understand their goals and objectives
Understand motivates them to seek/buy – and what doesn’t
Understand their pain points (FUD)
Understand who sees the most value in having that pain removed
Ask: How can we help them remove obstacle to success?
Ask: What problems drive them to find a solution like ours?
Ask: If we go beyond immediate requests, what are they really asking for?
Ask: Do we know who are our best customers and decision-makers?
Then ask…
We know our 5Ps + Customers

4. How do we want the marketplace to view us?
Marketing Viewpoint
How do we want the marketplace to view us?
1. Brand
The sum total of all that is known, thought, felt and perceived about us; a promise to achieve certain results, deliver a certain experience and act in a certain way.
Ask: What does Athenium stand for?
Ask: What makes our business unique?
Ask: How will we communicate this with clarity and consistency?
2. Unique Selling Proposition (USP):
Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands.
3. Positioning
The image we want to create in the mind of the customer within the marketplace.
Then Ask…
We know our 5Ps + Customers + Viewpoint

5. Marketing at Athenium - Goals
Where are we are now, and where do we want to be?
The market doesn’t have a clear perception of who we are
We’re not very visible in the marketplace
Prospects don’t know the level of our product and expertise
We need more qualified leads
Sales doesn’t have all the tools they need to generate interest
Challenges
Goals
Have a well defined brand, UPS and market position
Better visibility and awareness of our solution in the marketplace
Be thought of as a leader in the industry
A lead generation program
Marketing support throughout the sales process
Then Ask…
We know our 5Ps + Customers + Viewpoint + Goals

6. Marketing at Athenium - Strategies
What marketing strategies will help close the gap?
Marketing Mix: Will we need to change our marketing mix to make us more compelling as a product choice?
Communication: What and how should we tell the marketplace about our company and products?
Promotion: What actions will make them aware of us, and move them closer to purchasing from us?
Then Ask…
We know our 5Ps + Customers + Viewpoint + Goals + Strategies

7. Marketing at Athenium - Activities
What activities has Amy been planning and working on?
Developing Strategies
Traditional
Internet and Electronic
Integrated marketing plan
Planning Tactics:
Phased-in Approach
ACE trade show support
Collateral and online content
Claims Product Sheet
Underwriting Product Sheet
Soon: Module Sheets
tbd: White Papers, Case Studies
Determining: Future trade shows & conferences
Identifying: Speaking and editorial opportunities
Web Site development
And More!
The 5 Ps
The market / competition
Brand, USP, Market Position
Benefits and features of Athenium and teamthink
Defining Our Marketing Mix
Planning / Action
We know our 5Ps + Customers + Viewpoint + Goals + Strategies =

8. “It’s not about making them buy;
Marketing at Athenium – Drop By!
“It’s not about making them buy;
it’s about giving them the opportunity to
buy a solution to solve their problem.”
-- Stephen Covey, The 7 Habits of Highly Effective People
Now let’s close our eyes and think wonderful thoughts while marketing sprinkles fairy dust on our product.
You know the company, product and customers.
Have questions?
Have ideas?
Wanna say hi?
I’d love to hear what you have to say.
Amy’s Cubicle!
Just Drop By

9. THANKS! Contacts 2/24/2019 Click to add notes Athenium 9
75 Third Avenue, 2nd Floor
Waltham, MA 9