MARKETING MAGIC!
Training Session
30th March 2015
PURPOSE
MAKE A BIGGER DIFFERENCE
To help you develop
marketing communications campaigns
to extend your reach and impact
CONJURE UP
A BETTER
RESPONSE
LEARN THE
‘TRICKS OF THE
TRADE’
WHAT WE’LL COVER TODAY
• The depth and breadth of marketing - what it
can do for you
• The range of marketing communications
techniques - how to choose which to use
• Segmentation, Targeting and Positioning setting priorities and focusing resources
• If you can’t do it all – who might help?
• The importance of planning – and being
‘marketing ready’
INTRODUCTIONS
WHAT IS MARKETING?
“The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.”
Chartered Institute of Marketing
THE MARKETING MIX
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•
•
•
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Product
Place
Price
Promotion (marketing communications)
People
Processes
Physical Evidence
WHAT MARKETING CAN HELP YOU DO
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•
•
•
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Identify and attract customers
Raise your profile and build reputation
Change perceptions and behaviour
Grow your organisation sustainably
Make the difference you are ‘in business’ to
make
MAGIC
HAPPENS WHEN
PREPARATION
MEETS
OPPORTUNITY!
What makes the
groups similar in
terms of what they
want or believe, or
how they can be
reached?
WHAT MARKETING CAN’T DO
• Work for you if you don’t get involved
• Create solutions out of nothing
• Provide long term success if the basic
ingredients are not right
CASTING YOUR SPELL
BASIC INGREDIENTS
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•
•
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Market intelligence and analysis
Customer intelligence and analysis
Appropriate channels of communication
Appropriate ‘messages’
MIX WITH
• Creativity
• A willingness to adapt and respond to circumstances
• Good timing
CHANNELS OF COMMUNICATION
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•
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Website
Social media
Printed literature
Advertising
Editorial
Direct mail & email
Telesales
Exhibitions & events
Speaking opportunities &
briefings
• Networking
• Word of mouth
• Merchandise
Selection criteria relate to:
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•
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Degree of control required
Complexity of message
Cost
Level of credibility desired
Nature of target audience – size,
geographical dispersion, etc
Requirement to build relationships
Desire for feedback and interaction
SEGMENTING A MARKET
There are many different ways to segment a
market. Here are some of them:
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•
•
•
•
•
•
•
Age
Gender
Faith
Spending power
Educational level
Location
Specific interests or behaviours
Time of day available
What makes the
groups similar in
terms
ofmakes
what they
What
the
want
or believe,
or
groups
similar in
how
they
bethey
terms
ofcan
what
reached?
want or believe, or
how they can be
reached?
ACTIVITY
• Define the audience groups you want to reach
(Segmentation)
• Rank these ‘audiences’ in order of priority
(Targeting)
KEY MESSAGES
• What do your key target ‘customers’ need to
hear in order to make them engage with you?
• How do you look, feel and sound to them?
• Are you clearly differentiated from your
competitors or partners?
DEVELOPING KEY MESSAGES
• Clear
• Compelling
• Consistent
ACTIVITY
• What key messages do you need to get across
to them? (Positioning)
• Which channels of communication would be
the most appropriate to reach them?
MAKING THINGS HAPPEN
WHAT ARE YOUR PRIORITIES?
• What resources do you need?
IDEALLY, WHAT WOULD YOU LIKE TO DO?
• What resources would you need?
Where might you look for support?
MARSHALLING RESOURCES
PEOPLE
• You/your colleagues
• Volunteers
• Paid professionals
MONEY
• Marketing Communications budget
• Grants or Loans
KNOWLEDGE
• Training courses
• Information online or in books
CONJURING UP A PLAN
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•
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Organisation/Marketing Objectives
Communications Objectives
Target Audiences
Channels of Communication
Key Messages
Strategy and Tactics
Budget/Resources
Timing/Activity Schedule
Methods of Evaluation
YOUR ‘TRICK’ LIST
•
•
•
•
•
•
Set clear objectives
See everything from your customers’ perspective
Focus resources on priorities
Build a strong identity and differentiate your offer
Plan, evaluate and revise
Be sustained in your activity and consistent in
your messages
• Allow yourself to be flexible and creative in
approach
MAGIC
HAPPENS WHEN
PREPARATION
MEETS
OPPORTUNITY!
What makes the
groups similar in
terms of what they
want or believe, or
how they can be
reached?
ANY QUESTIONS?
MARKETING MAGIC!
Training Session © Spot on Marketing & Communications 2015
www.spotonmarketing.org.uk
@SpotOnCIC