© Lighthouse Ltd 2010 [email protected] 07845 185143
Marketing MattersPresentation for Chartergroup
10 March 2011
Presented by:
Claire Griffiths
Lighthouse Marketing & Communications Ltd
© Lighthouse Ltd 2010 [email protected] 07845 185143
Presented by
Claire Griffiths
Director
Lighthouse Marketing Ltd
• Over 15 years B2B marketing experience• Professional services/finance sector expertise• Offer strategy, planning, implementation• Communications, PR, event management• Traditional and digital/social media marketing• Training for you and your team
© Lighthouse Ltd 2010 [email protected] 07845 185143
Marketing matters
• Four part series.
• Builds to offer practical advice to develop your marketing programmes.
• Interactive sessions.
• Homework required.
© Lighthouse Ltd 2010 [email protected] 07845 185143
Part One
• Session today will cover:
– Marketing role overview
– Defining your firm’s position
– Understanding your current situation
– Competitive knowledge
– Knowing your customers
© Lighthouse Ltd 2010 [email protected] 07845 185143
To follow
• Part Two – 15 June– Marketing planning and budgeting
– Which tools to use when
• Part Three - 14 September– Digital and social media
• Part Four - 7 December– Evaluation and control
– Role of your team in marketing
– TBC topics (evolution)
© Lighthouse Ltd 2010 [email protected] 07845 185143
Marketing’s role
© Lighthouse Ltd 2010 [email protected] 07845 185143
Why start marketing?
• Understand, develop and retain existing clients
• Identify and convert new clients
• Develop new services/markets to meet client needs
• Build a brand identity and stand out in a competitive marketplace
• Focus your team on customer needs
• Develop customer focused systems to enhance the customer experience
• Understand the market you operate in
• Keep ahead of your competition
Customer
Know
Attract
WinDevelop
Keep
© Lighthouse Ltd 2010 [email protected] 07845 185143
Where are you now?
• Services
• Current services offered
• Add any new services planned
• ACTION: Complete service mix handout
• HOMEWORK: define profitable service lines
© Lighthouse Ltd 2010 [email protected] 07845 185143
Where are you now?
• Customers
• Aim to segment customers
• Build a typical customer profile/sector
• Understand needs/purchasing/advocacy
• Grade clients : Top 20 etc
• ACTION: Complete column 2 handout
• HOMEWORK: complete all columns and consider grading of clients
© Lighthouse Ltd 2010 [email protected] 07845 185143
Where are you now?
• Competitors
• Understand your competitors
• Pricing/client base/specialisms
• Method for continual intelligence
• ACTION: agree chosen competitors
• HOMEWORK: research and gather continual intelligence
© Lighthouse Ltd 2010 [email protected] 07845 185143
PEST factors
• Political
• Socio-cultural
• Economic
• Technological
• ACTION: Discuss PEST factors and agree conclusions
© Lighthouse Ltd 2010 [email protected] 07845 185143
The SWOT or TOWS factors
• Analyse your strengths, weaknesses, opportunities and threats
• ACTION: Very individual to each firm, should be part of your business planning process.
• HOMEWORK: develop SWOT and agree TOWS
© Lighthouse Ltd 2010 [email protected] 07845 185143
Results : Marketing Plan
Be able to:
• Create mission statement and share with team
• Agree and share vision and strategy
• Understand your current & future positioning
• Know your customers and targets
• Develop key strategies
© Lighthouse Ltd 2010 [email protected] 07845 185143
Basic marketing tools
• Time & commitment
• Website with CMS
• Database
• Email facility
• Marketing literature
• Wish list– Blog
– Social Media accounts
© Lighthouse Ltd 2010 [email protected] 07845 185143
Part Two – 15 June 2011
• Marketing Planning
• Developing key messages
• Marketing tools to use
• What to use and when
© Lighthouse Ltd 2010 [email protected] 07845 185143
Any questions?
© Lighthouse Ltd 2010 [email protected] 07845 185143
How can I help your firm?
Contact me on:
m: 07845 185143
t: @ClaireGLighthse
l: http://uk.linkedin.com/in/clairegriffithslighthouse
Fixed hourly, daily, project rates so no surprises!
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