Marketing Presentation
James Lund
Business Link Advisor
Northamptonshire
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Contents:
• Marketing Vs Advertising
• Marketing Mix
• Plan
• Increasing Customers
• Existing Customers
• Conclusion
• Questions
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Marketing & Advertising – What’s the difference
• Marketing – systematic planning, implementation
and control of a mix of business activities
intended to bring together buyers and sellers for
the mutually advantageous exchange or transfer
of products
• Advertising – paid, public, non-personal
announcement of a persuasive message by an
identified sponsor; the non-personal presentation
or promotion by a firm of its products to its
existing and potential customers
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Marketing & Advertising – What’s the difference
• Advertising is a single component of the
marketing process
• Involves getting the word out concerning your
business, product or services you are offering
• Advertising - newspapers, direct mail, billboards,
television, radio, and of course the Internet.
• Advertising is quite often largest expense of
most marketing plans.
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Marketing Mix
• Traditionally the 4 P’s, but now extended to 7 P’s
• Product – brand name, functionality, styling, quality, safety,
packaging, repairs & support, warranty, accessories &
services
• Price – retail price, wholesale price, discounts, offers,
seasonal variations, bundling
• Place – distribution channels, market coverage, warehousing,
order processing, transport, internet
• Promotion – advertising, social media, sales force,
promotions, public relations, communications
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Marketing Mix
• People - use of appropriate staff and people. Recruiting the right staff
and training them appropriately in the delivery of the service is essential
to obtain a form of competitive advantage. Consumers make judgments
and deliver perceptions of the service based on the employees they
interact with. Staff should have the appropriate interpersonal skills,
aptitude, and service knowledge to provide the service that consumers
are paying for.
• Process - systems used to assist in delivering the service. This is the
customer journey; order tracking systems, CRM, communication
systems, invoicing. Banks that send out Credit Cards automatically
when their customers old one has expired require an efficient process
to identify expiry dates and renewal. An efficient service that replaces
old credit cards will foster consumer loyalty and confidence in the
company.
• Physical Evidence - where is the service being delivered? Allows the
consumer to make judgments on the organisation. If you walk into a
restaurant your expectations are of a clean, friendly environment. On an
aircraft if you travel first class you expect enough room to be able to lay
down!
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Review your
sales and marketing plan
Five key strategies to consider when reviewing
your plan:
• Expand your customer base
• Expand your products and services
• Nurture your existing customer base
• Reach new customer
• Raise your profile
• Keep marketing!
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Ansoff Matrix
Existing
Products
New Products
Existing
Markets
Market
Penetration
Product Development
New
Markets
Market
Development
Diversification
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Expand your customer base
Main growth areas are:
• Market penetration - Target audience/
sector
• Market development – Target audience and
sector, Geographical coverage
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Expand your products and
services
Main ways to expand are:
• Product development - Extensions/
peripherals
• Diversification - New products/ services
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Nurture your existing customers
Tactics include:
• Communicating – customer database
• Incentives and promotions
• Cross selling / up selling
• Referral schemes
• Reconnecting
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Reach new customers
Main ways to do this:
• Direct Marketing
• Advertising
• Business Referrals
• Social Media
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Raise your profile
Ways to raise your profile include:
• Networking
• Events
• PR/ Editorials
• E-mail newsletters
• Community involvement
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Keep marketing
• Low cost marketing options include:
• Contra deals
• Direct marketing
• Internet advertising – social media
• Using your website
• Pay per click
• Affiliate schemes/ reciprocal linking
• Free directories / search engines
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Questions?
james.lund@businesslinkem.co.uk
07920 862960
www.businesslink.gov.uk/eastmidlands
0845 058 6644
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