Marketing Basics seminar
- 2. UNCLASSIFIED UNCLASSIFIED Workshop Structure ā¢ 2 hours ā¢ Introductions ā¢ Breaks & Housekeeping ā¢ Networking ā¢ Workbook ļ§ Section 1 : Workshop and Exercises ļ§ Section 2 : Extended Learning ļ§ Section 3 : Useful Information
- 3. UNCLASSIFIED UNCLASSIFIED What you will learn ā¢ What is Marketing ā¢ Setting Marketing Goals ā¢ Customer Segmentation ā¢ Market Research ā¢ Marketing Mix ā¢ Branding ā¢ Customer Service ā¢ Measurement ā¢ Marketing Action Plan
- 4. UNCLASSIFIED UNCLASSIFIED What is marketing Marketing is much more than advertising, selling or having a website! āThe aim of marketing is to make selling superfluousā Peter Drucker
- 5. UNCLASSIFIED UNCLASSIFIED SMART Goals S specific M measured A achievable R realistic and relevant T time-framed
- 6. UNCLASSIFIED UNCLASSIFIED SMART Marketing Goals ā¢ Get ranked in position 1-3 for 3 keywords by end of July ā¢ Attend two networking events each month ā¢ Set up a customer referral program by May ā¢ Presenting a product/service in a new/novel way by November. ļæ Activity: Define your marketing goals
- 7. UNCLASSIFIED UNCLASSIFIED Market Research ā¢ What is Market Research Market Research Customers Competitors External Factors Brian Singer Co-Founder Rip Curl on customer market research ā āWe were the customer!ā ļæ Activity: What research do you need to do?
- 8. UNCLASSIFIED UNCLASSIFIED Customer Research ā¢ Customer Segmentation ļ§ Demographics ļ§ Geographic ļ§ Psychographics ā¢ What are you customers doing online ļæ Activity: Identify Your Customers
- 9. UNCLASSIFIED UNCLASSIFIED Who are your customers? ā¢ One size does NOT fit all Classic Car Insurance Vehicle Insurance General Insurance
- 10. UNCLASSIFIED UNCLASSIFIED Page 9 The competition ā¢ How do you compare to your competitors? ā¢ Is the market crowded with competitors? ā¢ Who are your main competitors? ā¢ What are their offerings? ā¢ What are their strengths and weaknesses?
- 11. UNCLASSIFIED UNCLASSIFIED External Factors ā¢ The economy ā¢ Government policy/legislation ā¢ New competitors entering the market ā¢ Exchange rates ā¢ Fuel costs ā¢ A new school or station being built
- 12. UNCLASSIFIED UNCLASSIFIED Marketing Mix Product Solution Price Value Placement Access Promotion Communication People Relationships Process Service Excellence Physical Brand Image
- 13. UNCLASSIFIED UNCLASSIFIED Branding A brand is more than just a logo, advertising slogan, product or service. It encompasses how you manage your customer relationships and how you are perceived as a business ļæ Activity: Review your brand?
- 14. UNCLASSIFIED UNCLASSIFIED Unique Selling Proposition Why will someone do business with you? A unique selling proposition or competitive advantage exists when a business is able to deliver benefits that exceed those of competing products or services!
- 15. UNCLASSIFIED UNCLASSIFIED Features, Advantages & Benefits HIGH LOW Impact on Customers Contact Contract BENEFITS ADVANTAGES FEATURES (high impact always) (initially high but alwaysfallsoff) (low impact always) Features, Advantages and Benefits across the selling cycle Source: Neil Rackham, 'Spin Selling'
- 16. UNCLASSIFIED UNCLASSIFIED Traditional Marketing ā¢ TV & Radio ā¢ Print Advertising ā¢ Print Material ā¢ Public Relations ā¢ Event Management ā¢ Signage ā¢ In-store ā¢ Face-to-face ā¢ Networking events
- 17. UNCLASSIFIED UNCLASSIFIED Online Marketing ā¢ Website ā¢ Search Engine Optimisation ā¢ Search Engine ā Google Adwords ā¢ eMail Marketing ā¢ Social Media ā¢ Content writing ā¢ Mobile marketing
- 18. UNCLASSIFIED UNCLASSIFIED Customer Service Customer service ā your marketing will get the customer, your customer service will keep them āThe purpose of business is to create and keep customersā So every business needs to organise its service delivery around the needs of its customersā. ā Peter Drucker
- 19. UNCLASSIFIED UNCLASSIFIED Products & Services Information Counter & face-to-face Service Telephone/Online Service Taking Customer Orders Follow-up Documentation Billing & Managing Payments Visiting Customers Making Repairs Handling Complaints Managing the Service culture Service Cycle The ten key service activities
- 20. UNCLASSIFIED UNCLASSIFIED Customer Service Excellence The 7 steps 1. Involve your staff 2. Check for any service āgapsā 3. Develop Customer Service Standards to match your āPromise to Customersā 4. Put in systems as a priority to ensure consistency 5. Ongoing staff training 6. Empower staff to make decisions 7. Regularly monitor and measure your performance
- 21. UNCLASSIFIED UNCLASSIFIED Marketing Budget ā¢ Why do you need a marketing budget ļ§ To know what your financial commitment is ļ§ When the money will be needed ļ§ What resources will each activity need ā people, time etc ļ§ How you can balance all the demands on those resources ļ§ Can you afford it?
- 22. UNCLASSIFIED UNCLASSIFIED Marketing Action Plan ā¢ Marketing Action Plan ļ§ Example Action Plan provided in workbook
- 23. UNCLASSIFIED UNCLASSIFIED Measurement ā¢ āHow did you find out about us?ā ā¢ Google Analytics ā¢ By measuring you find out ļ§ Budget ā what was the ROI ļ§ What activities attracted customers or sales? ļ§ What things worked? ļ§ What things didnāt?
- 24. UNCLASSIFIED UNCLASSIFIED What you learnt ā¢ What is Marketing ā¢ Setting SMART Marketing Goals ā¢ Customer Segmentation ā¢ Market Research ā¢ Marketing Mix ā¢ Branding ā¢ Customer Service ā¢ Measurement ā¢ Marketing Action Plan
- 25. UNCLASSIFIED UNCLASSIFIED Small Business Mentoring Service ā¢ Business mentors help you to identify a clear direction for you and your business. ā¢ Business mentors can also advise you on how to: ļ§ conduct market research ļ§ price and/or cost your products or services ļ§ develop an effective marketing strategy ļ§ use other business management tools To arrange a session with a business mentor go to: www.sbms.org.au
- 26. UNCLASSIFIED UNCLASSIFIED Discussions and questions Thank you for attending Check out business.vic.gov.au/events for more workshop information