Marketing Masterclass

Transcription

1 Marketing

2 Introductions 2 minutes

3 lessons from the what is the purpose of marketing? Q

4 Disrupt or Perfect? World s largest taxi company owns no taxis Largest accommodation provider owns no real estate Largest phone companies own no telco infrastructure World s most valuable retailer has no inventory Most popular media owner creates no content World s largest movie house owns no cinemas Largest software vendors don t write the apps

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6 lessons from the 3 core principles

7 lessons from the principle no.1 marketing is selling

8 Prospects Clients Candidates lessonsmarketing from the Sales Delivery Customers

9 lessons from the marketing has to deliver measurable outcomes

10 lessons from the External calls to action Internal reporting

11 lessons from the what should we be measuring / metrics should we be monitoring and reporting on? Q

12 lessons from the principle no.2 cold calling doesn t work

13 lessons from the Vilfredo Pareto

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15 Traditional cold calling is flawed because lessons from the they, not us, will decide when they are ready to change from a prospect to a customer Prospect Customer 5 Decision Pivot Points

16 Awareness - Exposure to the product / service Even 60 milliseconds of exposure to a brand name can alter consumers subconscious goals. Results suggest that simple exposure to brand names has the potential to activate goals which then influence choices. - University of Chicago Press

17 Awareness - Exposure to the product / service Understanding Knowledge of how the product / service works Question. How easy is it to understand what you actually do and how you go about doing it?

18 Awareness - Exposure to the product / service Understanding Knowledge of how the product / service works Justification - Understand the ROI of the product / service Question. Are we educating customers to understand the long term ROI from using our services, or is the focus still on the initial cost of a placement?

19 Awareness - Exposure to the product / service Understanding Knowledge of how the product / service works Justification - Understand the ROI of the product / service Evaluation - Compare product / service with alternatives When someone makes a choice (hiring, firing, choosing a vendor, buying a soda) they're using some sort of internal logic and reasoning to support that choice. - Seth Godin

20 Awareness - Exposure to the product / service Understanding Knowledge of how the product / service works Justification - Understand the ROI of the product / service Evaluation - Compare product / service with alternatives Alignment - Link product / service with pain points Question. Have we qualified our customers sufficiently to know what their pain points are? Do our USPs align with their pain points?

21 Awareness lessons Understanding from the Justification Evaluation Alignment

22 Bullseye Marketing Awareness lessons Understanding from the Justification Evaluation touch up your customers! Alignment

23 Bullseye Marketing lessons from the touch up your customers!

24 lessons from the what are the ways we can warm up customers and candidates for our consultants? Q

25 principle no.3 lessons from the marketing is about creating emotions

26 lessons from the A company with a price advantage can be undercut. A company with a performance advantage can be outflanked. But a company with an emotional difference can potentially demand a premium forever. - David Ogilvy

27 persuasion

28 Ethos persuasion Logos Pathos people buy from people they trust (ethos) based on emotion (pathos) and justify their decision with fact (logos)

29 Bryan Stevenson - We need to talk about an injustice Bryan Stevenson s talk inspired one of the longest and loudest standing ovations in TED s history In just a few minutes 7 people pledged $100,000 each, 18 pledged $10,000 and more than 100 pledged $1,000.

30 pathos ethos logos

31 lessons from the customer and candidate personas

32 lessons from the

33 lessons from the what does your target customer actually look like? Q

34 case study lessons from the Haydn Morgans Head of Marketing, TRN

35 lessons from the

36 lessons from the what tools do we / should we be using? Q

37 Strategy Measurement

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