Post on 27-Dec-2015
MARKETING 101the basics
who am i?
who am i?
who am i?
who am i?
who am i?
who am i?
who am i?
who am i?
who am i?
who am i?
Don’t leave home without it.
who am i?
Just do it.
who am i?
Have it your way.
who am i?
Melts in your mouth, not in your hands.
who am i?
Tastes great, less filling.
who am i?
Got milk.
who am i?
It keeps going… and going…and going…
what is marketing?
DEFINITION: Marketing consists of strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer (or company).
In other words…
The right product, at the right place, at the right time, at the right price.
• PRODUCT• PLACE• PROMOTION• PRICE• (PEOPLE)
the 5 P’s of marketing
Where should we be?
• What locations are ready for this type of product?• What is the market like in this location?
What should we offer?
• What kind of services should we have?• What kind of expectations will our guests have of our product?
(place) (product)
How much should we charge?
• What are our competitors charging?• What rates are our customers expecting to pay?
(price)
…in practice.
(promotion)
How, when & what should we tell everyone?
• Where are people looking for information about our products?• What can we offer them to encourage them to pick us over our competition?
…in practice.
(people)
Who should we tell?
• Who is interested in this product?• What do we know about them?• What are their needs?• Where are they from?• What are their other interests?• How do they make decisions?
types of marketingAdvertising(radio, print, TV, web)
Brand Management(logos, taglines, reputation)
Direct Marketing(‘one-to-one’, email)
Event Marketing(tradeshows, grand openings)
Guerilla Marketing(grassroots, word-of-mouth)
Lead Generation(list subscriptions)
Market Research(surveys, focus groups)
Online Marketing(website, SEO, PPC, email)
Promotions(specials & packages)
Public Relations(articles, awards)
what is the difference between sales and marketing?
MARKETING
SALES
generate leads & prospects
convert leads & prospects
Everything you do to reach and persuade prospects
Everything you do to turn a prospect into a customer
step 1
step 2
Both are crucial to the success of any business.
the funnel
COMMITMENT (purchase)
EVALUATION
INTEREST
AWARENESS MARKETING
SALES
referral repeat
roles & responsibilitiesItem Owner Responsibilities (o) Resources Responsibilities (r)
Tradeshows DOM Strategy, research, logistics, budget, communications plan DOS Strategy, logistics
Promo Items DOM Strategy, research, logistics, budget DOS Strategy, feedback
Networking Events DOS Strategy, budget DOM Strategy, collateral
Grand Openings DOM Strategy, logistics, budget,
communications plan DOS Strategy, logistics
Sales Blitzes DOS Strategy, logistics, budget DOM Strategy, communications plan
Collateral DOM Strategy, research, logistics, budget DOS Strategy, feedback
Lead Generation DOM Strategy, research, budget DOS Budget, feedback
Market Research DOM Strategy, research, budget,
internal communications DOS, GMs Strategy, feedback
Specials & Packages DOM Strategy, research,
communications planDOS, DORM,
GMs Strategy, logistics, feedback
mission & goal
With passion, accuracy and excellence, the marketing department will seek to understand and anticipate the needs of each our customers in order to position DKN products and services to meet these needs and exceed their expectations.
Our goal is to sustain profitability and grow DKN’s market share by promoting and informing our markets of DKN’s products and services using channels that yield the greatest return on our investment.
QUESTIONS?