1. ECOMM 2011: Mobility Management needs Maximum Marketing Skills Theo Panayi Welcome

2. Introduction Who am I and what do I do ? Activity 1: Getting to know each other….. –You need to elect a speaker for your table! –Each table member has 30 seconds to convince the rest of their table why they should be chosen as speaker –Once everyone has spoken you have to elect a speaker –Each elected speaker needs to then introduce themselves to the whole group and tell them why they think they got chosen –HIT or MISS …

3. We have all already been marketing…. OURSELVES Do you know who I am and what I do? Do you now know a bit more about others on your table? Do you know who this young lady is and what she does?

4. Why? Please introduce yourself… Do you know who this young lady is and what she does?

5. Objectives for the workshop That you will (at a basic level): –Understand the importance of marketing –Be able to identify the right marketing techniques & tools for a campaign –Know what delivers a successful campaign –Have a bit of fun !

6. Task 1: Marketing principles What is marketing? Marketing is the anticipation and identification of customer needs and requirements so as to be able to meet them, to deliver key organisational objectives or to make a profit. Customers will not buy or use products/services they do not think they want or need!

7. What do your customers want? How are you performing today? How can you meet and exceed requirements? How can you measure success? How can you deliver continuous improvement? How do customers know you have changed? A customer focussed approach

8. Marketing Principles – Getting it right by keeping it simple

9. Examples of marketing techniques & tools Company literature Articles / blogs Press releases/newsletters Internet/viral marketing Social media (facebook/twitter Co-marketing Product sampling / Giving products away Radio or T.V. Seminars/presentations Mobile vehicles Posters / leaflets Banners / bill boards Events word of mouth Networking Recommendation Cold calling Guarantees Celebrity endorsement Sponsorship Direct Mail / e-shots telemarketing Other…

10. Task 1: Sell me! Your table has been given a product Work as a group to propose a marketing campaign You will need to give a short presentation and tell the rest of the group: –Who your customer is; –What your message is; –How you intend to promote the product to your customer; –How much will you charge for the product; –Where your product will be available. You have 10 minutes! HIT & MISS

11. How to develop a successful campaign Once you know what your customer needs are… 1. Define your objectives 2. Focus your campaign 3. Identify your target audience 4.Refine your message 5. Select your marketing technique 6. Agree your budget 7. Measure success

12. What do your customers want? How are you performing today? How can you meet and exceed requirements? How can you measure success? How can you deliver continuous improvement? How do customers know you have changed? A customer focussed approach

13. Task 2: Applying marketing to Mobility Management Your table has been given a mode of transport We have given you a number of key messages Task –Pick a message –Use the project brief sheet to develop a campaign –You will need to give a short 2 minute presentation to the rest of the group on your proposal You have 25 minutes! HIT & MISS

14. Project Brief Objectives Who are you taking to Proposition Key benefits How do you want your audience to feel after seeing your campaign Call to action Detailed deliverables Distribution of format Timing Budget

15. The real HIT / MISS

16. Did we help you to… –Understand the importance of marketing? –Be able to identify the right marketing techniques & tools for a campaign? –Know what delivers a successful campaign? –Have a bit of fun?

17. Thank You