Don't Sink – Swim! Make Your Marketing Matter in an Uncertain World

Spencer CohenSellcomms

Don’t Sink - Swim

Content• Budgets – increasing or decreasing?• Your Brand • Business Intelligence - Does it work• The audience• Marketing 2012• The strategy• Cost cutting

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Budgets• With the downturn in the economy which departments budget is cut first ?

• Which campaign or supplier should you drop?

• Do I need to reduce my head count?

• How much does it cost to generate £1, £100 or even £1,000.

Don’t Sink – Swim by Spencer Cohen

• do not drop your marketing spend – retain or increase in increments – once you fall off the radar it will require triple investment levels to climb back up

Don’t Sink – Swim by Spencer Cohen

Don’t Sink – Swim by Spencer Cohen

Don’t Sink – Swim by Spencer Cohen

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Brand - assumptions• Here’s an assumption for you; the logo is the brand

• The logo is simply a mark

• Not until it consistently signals the kind of opportunities to build relationships with its audience, can it even begin to become a brand

• But yours is not the only brand looking for recognition – its noisy out there; How do you get yourself heard

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Your Brand – More than just a logo

• Consistency builds trust

• Trust builds recognition

• Recognition builds awareness

We need to consistently “tell our story” in a way that is engaging, memorable and relevant

• Brands build businesses/organisations

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Your Brand • Think of a soft drink

• And whilst we are not all “cokes of this world”, we can be recognised for what we offer within our own market place, do not underestimate the

power of consistency

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Don’t Sink – Swim by Spencer Cohen

Deliver on your brand promises

• John Lewis – great customer service and “Never knowingly undersold”

• Natwest – Helpful Banking

• Land Rover – Go Beyond

• Avis – We try harder

Don’t Sink - Swim

Don’t Sink – Swim by Spencer Cohen

Deliver on your brand promises

Build out a relevant brand offering that appeals to your customers – stress test various propositions to see which appeals

Don’t Sink - Swim

Brand Personality – always create a human appeal to the brand – people buy people not companies

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Business Intelligence• How much does it cost to generate £1, £100 or even £1,000.• Research / Analytics and Insight– always carry out focus groups, research groups, surveys so you know what your customers want/need

• Develop products that your customers want and not what the product team / Board / Trustees want to release

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Business Intelligence – Net Promoter Score

Don’t Sink – Swim by Spencer Cohen

Net Promoter ScoreHow willing are you to recommend?

Don’t Sink - Swim The Audience

• Deliver targeted information to your consumer• Never mass market

• Your consumers always have different wants and needs along their journey with you

• One message NEVER fits all!

• Segment your audience and the message you give them

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Marketing 2012• Web

• Web routine

• Social Media Business, Consumer

• Mobile

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

The Strategy• Define your overall objectives• Perform a market analysis• Develop a SWOT analysis• Define your target audience• Examine your resources• Draw up an action plan and budget

The key elements of an integrated marketing strategyare monitoring and adapting your strategy

Don’t Sink – Swim by Spencer Cohen

Don’t Sink - Swim

Cost cuttings

Don’t Sink – Swim by Spencer Cohen

• Review existing suppliers

• Review existing contracts• Draw down on your network

For more information, contact us at:

Conference House Ltd.Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB

Thank you for listening

telephone no. 0208 279 7687

email address . spencer@sellcomms.comwebsite address. www.sellcomms.com

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