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SCORE MORE: Marketing Workshop

SCORE MORE: Marketing Workshop. May 15, 2013. Clarification. Branding: Establishing a significant, differentiated presence in the market that attracts and retains customers Marketing: Using strategic analytical thinking to promote and sell products or services

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SCORE MORE: Marketing Workshop

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  1. SCORE MORE:Marketing Workshop May 15, 2013

  2. Clarification • Branding: Establishing a significant, differentiated presence in the market that attracts and retains customers • Marketing: Using strategic analytical thinking to promote and sell products or services • Advertising: Executing strategic, creative development to promote and sell products and services

  3. Clarification • Effective Marketing is NOT: • A one time event • Achieved instantly or overnight • Reactionary, unexamined, unplanned, haphazard

  4. Clarification • Effective Marketing IS: • Extremely well defined, detailed, examined • Continually evolving • Appealing to specific target audiences • Patient • Strategic

  5. Clarification • Today more than ever, customers have more control on how, when, and where they are exposed to marketing messages • As a result, it is our job to make sure we know exactly how, when, and where to reach them

  6. Part 1: Who Am I?

  7. Part 1: Who Am I? • In order for customers to remember and be attracted to you, they must know precisely who you are • In order for you to tell them, you must know • This is why we must develop our brand

  8. What Is A Brand? • It is NOT a single element. This means: • The Apple brand is not Steve Jobs • Mercedes brand is not the hood ornament • McDonald’s brand is not “I’m loving it” • Nike’s brand is not shoes • New York City’s brand is not the statue of liberty

  9. What Is A Brand? A brand is a totality of all thoughts, feelings, and associations that a customer or potential customer experiences when exposed to a company.

  10. What Is A Brand • It is the representation of your company’s reputation; perceived, non-tangible qualities that distinguish you from your competitors • Your brand is a flag in the sand that says we promise to give you these reasons to pick us over our competitors

  11. Why Brand? • Brands add value that customers are willing to pay more for • Brands stimulate emotions that develop loyalty, which create converts, not mere customers

  12. Where To Start? • You must find and define the elements that distinguishes you from all others. These elements are your: • Brand promise • Brand essence • Brand personality • Brand Attributes • Take out the Brand Plan Worksheet

  13. Brand Promise • This is your unique value proposition • One to two true points that differentiate you from your competitors • Examples: • Disney = Family • Volvo = Safety • Apple = Industry shaping technology

  14. Brand Promise • Your brand promise is a combination of who you are and what customers can expect. • Brainstorm your one and two word responses • Take out the Brand Plan Worksheet • Input and examples from Attendees

  15. Brand Essence • This is the heart and soul of your business • The believable reputation that customers can experience, remember, and respond to • Ex: Disney = “Family fun entertainment”

  16. Brand Essence • Use this formula to help define your brand essence: • Adjective, Adjective, Noun • Simplified Creative: “Simplified accessible advertising” • Examples from Attendees

  17. Brand Personality • This is about you; the benefits of using your company • These attributes create the “person” of the brand • 5 – 10 “personality descriptions” • Simplified Creative: “Easy, accessible, encouraging, bright, creative, fun, experienced, stress-free, appealing” • Examples from Attendees

  18. Brand Attributes • This is about your customers and the reflection of your brand upon them • This is why they want you • Examples: • Mercedes: I have status and money • Apple: I am trendy, smart, and tech savvy • Input and examples from Attendees

  19. Develop Your Brand • Continued input and development of Brand Plan Worksheet with Attendees

  20. Part 2: Who Are They?

  21. Who Are They? • Who are our target audiences? • Why do we define target audiences? • What is the benefit of taking the time to do this definition?

  22. Who Are They? • You can’t be all things to all people • By narrowing down the groups of people you are trying to reach: • Your message has a better chance of being received • You’re reaching the customers who really want and need you • You limit the amount of wasted advertising dollars

  23. Do You Know: • Do you know exactly who your customers are? • Gender, age, location, income, education, careers • What they want and why? What is preventing this? • How can you give them what they want? • Are they (still) who you think they are? • Customer review with sales team • Surveying • Everyday interaction • Are you (still) able to reach them in the same places that you have previously?

  24. Segmenting Audiences • Primary: Your main group of customers; the largest group • Secondary: People related to the Primary audiences who may be inclined to use or communicate about your product/services based on that relationship • Tertiary: Smallest group. Often allies or strategic partners that help you reach Primary and Secondary - perhaps in room right now

  25. Audience Example: Hair Salon • Primary: • Women looking for a new, full-service salon • Secondary: • Existing customers (cross sell; bring a friend) • Spouses/family members (gift certificates) • Teen daughters (develop loyalty to salon) • Tertiary: • Boutiques, nearby shops, hotels, office mgrs

  26. Your Target Audiences • Take out the Target Audience Mind Map worksheet • Examples and input from Attendees • Work on Mind Maps • Goal: Identify at least Primary and Secondary target audiences for your business

  27. Target Audience Matrix • Take out Target Audience Matrix worksheet • Input and examples from Attendees • Complete worksheet

  28. Building Relationships • Now you know your target audiences, building relationships with them is the most important factor for success • How you communicate with them is as important as what you say • “Can’t Buy Me Like”, Doug Levy

  29. Break Time? How about a 10 minute recess or you can come talk with me during the break?

  30. Part 3: What Do I Want Them To Do?

  31. Part 3: What Do I Want Them To Do? • Now that we know WHO we are marketing to, we need to know WHAT we want them to do • This is why we develop marketing objectives • Take out the Marketing Objective Matrix

  32. Finding Your Focus • Acceptance: we all want to sell more, but our products or services are not always needed or wanted all of the time • Timing, economic conditions, customer need, seasonality, etc. impact our ability to sell

  33. Finding Your Focus • By focusing on realistic marketing objectives, you can position yourself to make the sale when your target audience needs/wants you • You can also be proactive, choosing different marketing objectives for different times of need: • Ex: On Season vs. Off Season here in VB

  34. Basic Objectives • Raise Awareness • Brand, product offerings, secondary services • Increase Sales • Specific product or service, new offering, etc. • Brand Management • Maintain presence, “top of mind” • Establish company in industry • Individual product(s) or service(s)

  35. Examples You Know • Campbell’s Soup Company • Get soup off shelf and on table • California Milk Processor Board • Raise awareness of milk as a staple beverage • Apple iPad • Maintain lead presence in copy cat rich market

  36. Marketing Objective Formula Result: “Increase awareness of our award-winning hair coloring staff and products by existing customers by 40% within 6 months.”

  37. Marketing Objective Formula Result: “Increase awareness of our award-winning hair coloring staff and products by existing customers by 40% within 6 months.”

  38. (Side Note) • How you actually, literally, and physically meet your marketing objectives is done with your advertising • We will come back around to developing your advertising in the How Will I Reach Them? section of this workshop

  39. Develop Your Marketing Objectives • Take out the Marketing Objective Matrix • Goal: Develop at least two marketing objectives for at least the Primary and Secondary audiences for the coming year • Examples and input from Attendees

  40. Part 4: What Is My Plan?

  41. Part 4: What Is My Plan? • You now know: • Who you are • Who they are • What you want them to do • Now it is time to create your plan to get them to do this - your Marketing Strategy

  42. Marketing Strategy • Combines all the data from all of the matrices and worksheets we have done today • Enables you to develop a creative “edge” that will appeal to these potential customers • It is the rational thinking that guides your creative appeal

  43. Marketing Strategy Planner • Step by step, let’s create your individual marketing plan • We will develop your marketing strategy for your Main Marketing Objective and Primary Target Audience • Take out the Marketing Strategy Planner worksheet, the Target Audience Matrix, and Marketing Objective Matrix

  44. (Side Note) • Ideally, for each marketing objective that you have, you will create a Marketing Strategy Planner specific to that marketing objective and target audience that you are addressing • This sounds time consuming, but you will find that the more often you do this, the more familiar you become with your goals and the more quickly you can execute it

  45. Break Time • 10 minute break or come talk with me if you have questions • The last portion of our workshop will wrap up everything that we have done today into an actionable plan

  46. Part 5: How Will I Reach Them?

  47. Part 5: How Will I Reach Them? • You now have a Strategic Marketing Planner based on your brand, your target audience, and your marketing objective(s) • You now need to create tangible messaging – advertising - that will fulfill the goals of your plan. The pieces of this advertising are called your marketing tactics.

  48. Your Marketing Tactics • Multiple tactics directed at specific target audiences for greater reach • One marketing objective can employ multiple tactics • Your budget will be your guide • Keep detailed reports on what works/doesn't • Constantly review, tweak, run • Avoid the “we always have” rut

  49. Traditional Tactics • Print advertising • Direct mail, postcards, fliers, coupons, Yellow Pages, Magazines and newspapers, circulars, door hangers, catalogs, packaging inserts, newsletters, • Broadcast advertising • Radio, TV

  50. Traditional Tactics • Bill boards, banners, outdoor signage • Loyalty and reward programs • Point of purchase displays, signage • Trade shows, live events • Networking events, business organizations • Strategic partnerships/sponsorships

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