Communicating…
A Layman’s Guide to
Marketing
A Brief History of Marketing
• Steam power, manufacturing and transportation
• Henry Ford
• Mass production
• Improving communications with your markets
The Definition of Marketing
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Identifying a need in the market from which you can make a profit
Designing and developing the product/service
Developing the market – more later
Determine the means of distribution
– Sell Direct, perhaps from a shop front
– Sell via the Web
– Sell via Distributors (the Channel)
• The Marketing Mix and the 4 P’s:-
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– Product
– Price
– Packaging
– Promotion – Chosen for a competitive advantage
Now there are 16 P’s! People, place, process, physicals, policies, publicity, production,
penetration, product development, etc.
Marketing Communications
• Marketing has given us a product to sell, now we must communicate
that product to the market
• Marketing communications include:–
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Advertising (Above the Line and Below the Line)
Telephone canvassing
Direct Mail
Personal Selling, cold calling
Word of Mouth (WOM) - Networking
Open Days, Exhibitions and Seminars – Indirect Offers
The Web and Internet marketing
Any other marketing communications opportunity you can think of?
You also need marketing collateral
• Strategy, Planning and Marcoms Plans - samples
• The difference between marketing and selling
The Continuum of Behaviour
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Awareness
Interest
Knowledge
Commitment to
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People
Product
Price
Company
• Decision
• Customer
• Advocate
Matching the Continuum of Behaviour with
marketing communications opportunities
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Awareness
Interest
Knowledge
Commitment to
– People
– Product
– Price
– Company
• Decision
• Customer
• Advocate
Advertising
Advertising, Press Releases, articles
Case studies, brochures, articles
Word of Mouth, Personal Contact
Direct Mail, Telephone Canvassing
Personal contact
Personal contact
Word of Mouth
Pipeline Management
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Where do the leads come from?
How much do leads cost?
Which leads produce the most sales?
Why do leads fall out of the pipeline?
Analysing and managing the pipeline
The External (PEST) Factors
• All business opportunities come from the external
factors (PEST & SLEPT)
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Political
Economic
Social
Technological
• The PEST factors can also threaten a company!
Marketing Models
• SWOT
– Strengths and Weakness (Internal factors)
– Opportunities and Threats (External factors)
• Boston Consulting Group
– Growth-Share matrix
• Professor Igor Ansoff
– Growth Product/Market Expansion Grid
• The Product Life Cycle – Remember Continuum of
Behaviour and marcoms opportunities!
The Three Most Important Questions
• What do you sell?
– Parker Pens
– Rolex watches
• To whom do you sell?
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Market segmentation, A,B,C1’s,C2’s,D, E’s
MOSAIC – Lifestyle based on postcodes
Types of purchaser – Product Life Cycle
Vertical markets – sic codes
• How do you sell your products?
– Which marcoms opportunities?
Designing and Building a Database
• Database Management Systems – Maximiser!
• Sources of Data:–
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Yellow Pages
Kelly’s
Dunn & Bradstreet
Local Papers
• Servicing databases by:–
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Telephone (List cleaning, research, identifying need and appointments)
Direct Mail (building an image – identifying with need)
Reply Cards (Research questions and convenience)
Direct and Indirect offers
Telephone Canvassing
• Designing a Script
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List Cleaning
Research
Identifying Need
Making an Appointment
• Employing a Telephone Canvasser
• Incentivising a Telephone Canvasser
Direct Mail
• Don’t sell products or services – identify with problems!
• Have clear objectives for direct mail
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Sell more products or services
Sell an indirect offer (Open Day, Seminar, Exhibition)
Build mind share
Build a particular image (quality)
Be in the right place at the right time
• Consider the use of Reply Cards and collateral
• One page is enough! Plenty of white space! Use bullet
points!
• Quality of medium should match quality of service
Summary and Close
• What we have covered
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What is marketing
The external factors
The Continuum of Behaviour and Marcoms
Marketing models
The 3 important questions of marketing
Building and servicing a database
• Any Questions?
• Thank you for coming!