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Marketing Essentials 2.0 How to be a successful marketer By Tom Patty tompatty@cox.net
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The Big Five Marketing Basics TARGET (it all starts here) Benefit Value Process Growth A process, not a la carte “Ready, aim, fire”
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Target The less money, the more targeted The power of the few (20/80 rule) Goal: the highest return on investment Two questions: What do they do? What do they value?
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Benefit Volvo Ferrari Target Benefit
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Value Value = Benefits divided by cost Only relevant to target Increase benefits/do not reduce cost
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Marketing Purchase Process Funnel Awareness (100%) Consider (40%) Shop (30%) Intend (20%) Buy (10%) Love (5%) (It’s all about conversion) “Where are your strengths,weaknesses?
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Marketing in 3 easy steps 1.The right person 2.The right message 3. The right time
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Marketing Tools (What job needs to be done?) Old New Advertising Broadcast Internet Print (Google) Outdoor Mail Collateral Brochures Website
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Marketing Tools (con’t) Old New Publicity Press release “story” blogs newsletter social media Promotion “sale” add value
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Grow Your Business 1. Get more customers 2. Get more money from customers (What are you going to do that has value to customers?)
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How to Grow Your Business (Most bang for buck) 1.New Products or Services 2.New Distribution 3.New Promotion 4.New Packaging 5.New Value (What is your plan?)
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Resources SCORE seminars, workshops, counseling ecorner.stanford.edu/ (videos) PaulGraham.com (essays) TED.com (videos)
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Summary The Big Five (Targeting) Purchase Funnel (Conversion) Marketing Tools (Right tool for job) How to Grow (Most bang for $)
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