The Essential Principles and
Practices of Marketing
Rowan Atkins
Marketing and PR Consultant
nornir
Introductions
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Background to nornir
My experience
Range of sectors
Current clients
What do I do everyday?
Over to you
What will you get from this session?
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Understand the power and benefits of
marketing
Get ready to go to market
Go through the marketing process
Look at implementing marketing tactics
Analyse past marketing
What is marketing?
Any suggestions?
What is marketing?
 Raise
awareness
 Generate interest
 Convert interest into results
Key Considerations
Why do marketing?
 Crucial to long-term success
 Integrate with business strategy
 Marketing mix – holistic approach
 Strategic v tactical
 Acquisition v retention
 Marketing social firms
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What makes effective marketing?
Any suggestions?
What makes effective marketing?
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Shout out loud
Be ready to go to market
Focus & strip away
Think strategically
Deliver
Be creative: brains not budget
Strong relationships
Good management & timing
Attention to detail
Strong brand
What makes a strong brand?
Any suggestions?
What makes a strong brand?
What is a brand?
 Clarify brand values
 Clarify personality & tone of voice
 Clear, consistent visual identity
 Brand protection
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Strategic Thinking
Developing a visioning process
Vision Process
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Product / service
Marketing aims
Analyse your market
Analyse past marketing activity
Target groups
Unique Selling Points
Brand values & personality
Key messages: benefits & reasons to buy
Market Research
What do you want to know?
 How can you find this out?
 Quant. v Qual.
 Interviews
 Questionnaires
 Focus Groups
 Using the results
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Marketing Tactics
What are they?
What should tactics be / do?
 Cost
effective
 Measurable
 Controllable
 Targeting right groups
 On message/ on brand
Marketing Tactics
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PR
Print: design & distribution
Events
Advertising
Direct marketing
Interactive marketing
Copy writing
Partnerships
Advocacy
Measuring success
 Marketing
Evaluation
 Measurable tactics
 Ongoing process
 Use the results
 Evaluation methods