Communicating…

An introduction to Marketing

by

Chris Robinson

A Brief History of Marketing• Before steam power!

• Steam power manufacturing

• Steam trains and ships

• Henry Ford

• Improving communications with your

markets

The Definition of Marketing

• Identifying need in a market from which you can profit• Designing and developing the product/service to meet the

need• The Marketing Mix and the 4 P’s:-

– Product– Price– Packaging*– Promotion

• All chosen for a competitive advantage• Now there are 16 P’s! People, place, process, physicals,

policies, publicity, production, penetration, product development, etc.

Positioning Your Company

• Develop a unique Quality position*• Introduce a unique Guarantee• Develop ‘Unique Selling Points’ for

– Your products (Features, Advantages, Benefits)

– Your services– Your marketing

• Be ethical – all descriptions and packaging must match the offer

Marketing Communications

• Marketing has given us a product to sell, now we must communicate that product to the market

• Marketing communications include:-– Advertising (Above the Line and Below the Line)– Telephone canvassing– Direct Mail– Personal Selling, cold calling– Word of Mouth (WOM) - Networking– Open Days, Exhibitions and Seminars – Indirect Offers– The Web and Internet marketing– Any other marketing communications opportunity you can think of?– You also need marketing collateral

• Strategy, Planning and Marcoms Plans• The difference between marketing and selling

The Continuum of Behaviour

• Awareness• Interest• Knowledge• Commitment to

– People– Product– Price– Company

• Decision• Customer• Advocate

Matching the Continuum of Behaviour with marketing communications opportunities

• Awareness Advertising

• Interest Advertising, Press Releases, articles

• Knowledge Case studies, brochures, articles

• Commitment to Word of Mouth, Personal Contact

– People Direct Mail, Telephone Canvassing

– Product Testimonials

– Price

– Company

• Decision Personal contact

• Customer Personal contact

• Advocate Word of Mouth

Pipeline Management

• Where do the leads come from?

• How much do leads cost?

• Which leads produce the most sales?

• Why do leads fall out of the pipeline?

• Analysing and managing the pipeline

The Product life Cycle (PLC)

The Profitability Curve

Marketing Models

• Marketing models are tools that help us gain a clearer view of our business

• Boston Consulting Group (BCG)

• The Ansoff Product Market Growth matrix

• There are many more models

The BCG Matrix

• High Investment

• High Risk

• Need Expert Management

• Low Investment

• Generates a lot of cash

• Limited life time

Cash Cow

Rising Star• Not a success

• Might be!

• Invest time & expertise?

• Consumes money

• Takes up management time

• Divest – sell or scrap?

Problem Children

Dogs

?

Marketing Development

Market Penetration

Diversification Strategy

Product Development

The ‘Ansoff’ Matrix

• Sell more to existing customers

• Increase prices• Find new customers

• Risk factor 1

• Find new markets• Export• Appoint Distributors• Franchise

• Risk factor 8

• Produce higher quality

• Produce lower quality

• Package differently

• Risk factor 4

• Find new products to sell to

• New Markets

• Buy companies

• Risk factor 16

Who do you want to sell too?Business to business

• Vertical market

• Market segmentation

• Decision Making Unit (DMU)

• What motivates the buyer

• Match product to the need in the market

• Remember your USPs and benefits!

Who do you want to sell too?Consumer

• Sex• Age• Position in family (responsibilities)• Problems• Income• Lifestyle• Interests• Remember your USPs and benefits!

Develop a Sales Continuum

• Business to business– Clean database– Qualify prospect– Send information– Follow up asking research

questions & identify need– Make appointment– Send details on course and

prices– Be in the right place at the

right time!– Customer, advocate,

testimonial on your website and in your brochure!

• Consumer– Meet lots of young people

– Make friends

– What makes them tick?

– What are they interested in?

– Help them achieve their goals

– Here to help

– Re-sell benefits of courses and college

– Ask for other students

The Three Most Important Questions• What do you sell?

– Parker Pens– Rolex watches– Indirect offer

• To whom do you sell?– Individuals, corporate or internal markets– Market segmentation, A,B,C1’s,C2’s,D, E’s– MOSAIC – Lifestyle based on postcodes– Types of purchaser – Product Life Cycle– Vertical markets – sic codes + segmentation

• How do you sell your products?– Which marcoms opportunities?

Designing and Building a Database

• Database Management Systems – ACT! Maximiser

• Sources of Data:-– Yellow Pages

– Kelly’s

– Dunn & Bradstreet

– Local Papers

• Servicing databases by:-– Telephone (List cleaning, research, identifying need and appointments)

– Direct Mail (building an image – identifying with need)

– Reply Cards (Research questions and convenience)

– Direct and Indirect offers

Telephone Canvassing

• Designing a Script– List Cleaning

– Research

– Identifying Need

– Making an Appointment

Direct Mail

• Don’t sell products or services – identify with problems!• Have clear objectives for direct mail

– Sell more products or services– Sell an indirect offer (Open Day, Seminar, Exhibition)– Build mind share– Build a particular image (quality)– Be in the right place at the right time

• Consider the use of Reply Cards and fliers• One page is enough! Plenty of white space! Use bullet

points!• Quality of medium should match quality of service

Writing compelling copy for websites, direct mail, brochures and fliers

• What is the IQ of your audience?

• How much time will they give you?

• What motivates/interests them?

• Is your communication easy to read?

• Does it use the same terminology?

• Does your marketing quality match the market?

Start With a Question!

• Do you suffer from headaches?

• Have you got PlayStation III with a Graphics accelerator?

• Have you got an AM DBS V8 with Bosch injection?

• Are you fed up with poor quality office furniture?

• Are you fed up calling Call Centres?

• Would you like your staff to be more productive?

• Are you expanding your business? Opening a new office?

• End with a strong Call to Action

Creating Copy that Sells

• Don’t tell people how wonderful you are! You have already decided:– Who is your market– What are you going to sell them

• Remember your unique:– Quality position– Guarantee– Benefits– USP’s for your products, services and marketing

• Get on with telling them!

Structure - AIDA

• Identify with your market• Identify with the markets problems• Offer solutions• Get commitment to:

– You

– Your offer

– Your company

– Your price – if you must!

• Call to Action – tell them what to do next!

Summary and Close

• We have covered:– What is marketing– The Continuum of Behaviour and Marcoms– Marketing models– The 3 important questions of marketing– Building and servicing a database– Understanding your target market– Writing copy that SELLS!

• Any Questions?• Thank you for coming!

Communicating

Chris RobinsonCommunicating023 8028 2366

www.communicating.co.uk

Chris@communicating.co.uk

My business is marketing