Marketing your Business Training Programme (for client businesses) Overall Aim: Understand the ‘Marketing Process’, which provides a strategic framework for the steps involved in marketing your business. Be able to identify the best target markets for your product or service. Develop a Marketing Plan for your business. Undertake pro-active marketing of your business. Be focused and innovative in marketing your products and services. Objectives At the end of this training programme, your business will be able to – Evaluate the marketplace, including competition, customers, trends and opportunities. Target the market segments that present the greatest opportunity for success. Write a Marketing Plan. Put into practice ongoing pro-active marketing actions, both online and offline. Course Content: The Marketing Process 1. Situation analysis - Understanding the marketplace in which we operate, how the marketing environment affects our business and spotting market trends. Carrying out a S.W.O.T. analysis 2. Marketing research - Knowing the competition and their offer. Using research to identify new market opportunities 3. Target market identification 4. The marketing mix - Understanding market segmentation. Choosing and focusing on clear target markets Introducing “The Four P’s”: Product (including branding and packaging). Price. Place (Distribution). Promotion. Profiling our Customers 1. Who are our customers ? End consumers, intermediaries, or both ? 2. Building a profile of who our end customer is. 3. Building a profile of who our trade partners (distributors, importers, agents, wholesalers, retailers, etc.) are. Offline Promotional Tools Brochures, business cards & flyers, Consumer and trade promotional offers, PR and press, Running competitions, Advertising, Networking, Attending trade and consumer shows, The Sales Process. Online Promotional Tools Digital marketing & social media, concentrating on : Blog-based websites, Search Engine Optimisation (SEO), Facebook, Twitter, Linked In, Video, Online advertising through Google Ads, the Google Display Network and Facebook, E-mail campaigns & E-Newsletters (database permission marketing). Google Analytics, to get the best out of the web for business. The Marketing Plan The role of a marketing plan, why and how to write one. Provision of a template and walking through the process of completion. Planning specific pro-active marketing actions. For further enquires please call 071-9622504 or email us on [email protected] ROLE Skillnet is funded by member companies and the Training Networks Programme, an initiative of Skillnets Ltd. funded from the National Training Fund through the Department of Education and Skills.