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Marketing Workshop

Marketing Workshop. 25 th November 2009. Who I am?. Aimi Townsend – Chartered Marketer 13 years experience – public & private sector organisations as well as running my own consultancy business – Aidan Marketing

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Marketing Workshop

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  1. Marketing Workshop 25th November 2009

  2. Who I am? • Aimi Townsend – Chartered Marketer • 13 years experience – public & private sector organisations as well as running my own consultancy business – Aidan Marketing • Diverse range of marketing projects from corporate identity for IT companies to launching childcare facilities for a college • Volunteered on the regional CIM committee for 7 years.

  3. What are we covering today? • What is Marketing & why bother? • An exercise on identifying customers • Ideas for marketing on a shoestring budget • Key marketing principles • Marketing issues affecting you Please feel free to ask questions throughout

  4. What is Marketing? Chartered Institute of Marketing Definition: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Management – should be done at the top level of an organisation (part of strategic planning) Identifying – Who is your target market? Can you describe your typical customer Anticipating – What are their needs? Can you offer something better than competitors? Satisfying - Do your products/ services fully satisfy your customers? How do you know? Profitably – Have you got the pricing right? Have you got a sustainable business?

  5. Why bother with Marketing? • Help you reach your customers more effectively • Help you stand out from competitors • Help you to raise awareness of your organisation • Help you to retain customers • Help you plan for the longer-term

  6. Identifying the Customer Exercise – Who are your customers? Who – Age, gender, occupation...... Where- Do they live, spend their time... What – Are their interests, motivations.... Why – Are they likely to buy from you.... How – Do they access your services, like to be treated....

  7. Targeting & Segmentation • Not all customers are the same • Can you identify different customer groups? • This is basic targeting and segmentation • Different groups will require different promotional messages/ methods of communication • The success of your marketing will depend on the relevance and quality of your messages

  8. Marketing on a Shoestring Public Relations • Low cost to write & send a press release • Must be newsworthy • Must be targeted • Must be timely

  9. Marketing on a Shoestring Writing a press release 5 W’s rule • WHAT is happening? • WHO is doing it? • WHERE is it happening? • WHEN is it happening? • WHY is it happening The first four should come in the first paragraph and the last will just follow in unpacking the story in the second paragraph

  10. Marketing on a Shoestring Public Relations – Writing a press release • Limit release to 1 side of A4 • Opening paragraph/ first line – sell’s it! • Try not to use jargon – explain acronyms • Include a relevant quotations/ any photo opportunities • Make sentences active not passive e.g. ‘it is anticipated..” becomes “we hope that..” • Type body of text in double spacing – use ‘Ends’ to conclude • Include background information on 2nd page under ‘Notes for Editors’ and always include contact details for further information

  11. Marketing on a Shoestring Newsletter – Key Benefits • Keep in touch with your customers on a regular basis • Build customer loyalty and referrals • Unique channel for promotion • Low cost if sent via email • Links back to your website • Encourages customer feedback • Can use for surveys/ finding out information about your customers

  12. Marketing on a Shoestring Customer loyalty schemes • If your product/ service is suitable • Must be credible- offer something of value • Can be low cost to establish • Increase customer spend –ward off competitors • Offer referral schemes • Capture customer data to analyse buyer behaviour • Unique channel for promotion

  13. Marketing on a Shoestring Networking • Many different groups – from no cost to annual fee • Everyone there to do business • Helps increase your confidence – ‘elevator pitch’ • Build relationships overtime and increase referral business • Often out of office hours

  14. Key Marketing Principles • Know your customer – errors can cost you your business • Tailor your promotional messages and materials • Actively seek out PR opportunities • Be aware of your communication channels/ build new ones • Measure customer satisfaction • Ensure you know what the competition are doing and how you can differentiate • Ensure you are easy to get hold of • Always measure the success of any marketing activity e.g. Dedicated promotional telephone number or ‘click-through’ rate

  15. Marketing Issues? Open forum for discussion

  16. Thank you Aimi Townsend aimi@aidanmarketing.com 07970 667821

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