Marketing Toolbox What s Right for Your Company?

Transcription

1 Marketing Toolbox What s Right for Your Company? Barbara Shuck, FSMPS, CPSM Wilson & Company, Inc., Engineers & Architects

2 Who Are We? What types of businesses do we have here? Are they B2B or B2C? What would you say is your marketing level? Beginner, Intermediate, Guru What s working well for your business? What are you hoping to learn from this session?

3 Marketing Mix: the 4 (7) P s

4 Product What is the need that is creating this opportunity? What does the customer want? How and where will it be used? What size(s), color(s) and so on should it be? What is it called? How is it branded? How is it differentiated versus your competitors?

5 Price What is the value of the product or service to the buyer? Are there established price points? Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible and so gain you extra profit margin? How does your price compare with your competitors?

6 Promotion Where and when can you get across your marketing message to your target market? How will you reach your audience? Advertising, TV, radio? Using direct mail? Through PR? On the Internet? When is the best time to promote? Is there seasonality in the market? What is the factual argument for why you are superior?

7 Place Where do buyers look for your product or service? If they look in a store, what kind? Do you need to use a sales force? What do your competitors do, and how can you learn from that and/or differentiate?

8 People What is the company s philosophy about customer service? What are the company s practices for recruiting and training the right staff to create competitive advantage? What is the customer experience with your staff, considering it s what they can see and interact with in service delivery? How is the phone answered, questions responded to, face-to-face interactions conducted?

9 Process How are your services delivered? What is your firm s philosophy about quality control? How do you handle customer complaints, identify customer needs and requirements, ordering, etc.?

10 Physical Evidence Where is the service being delivered from? How is your company distinguished from your competitors? Can you charge a premium price for your service? How do you create a positive experience for your customers?

11 In short.. Know Like Trust Pick or Choose Repeat

12 Marketing Resources Outside In, The Power of Putting Customers at the Center of Your Business, Harley Manning, Kerry Bodine The Collapse of Distinction, Scott McKain, Getting to Yes, Roger Fisher and William Ury The Mackay Little Red Book of Selling, Jeffrey Gitomer How to Win Friends and Influence People, Dale Carnegie The Medici Effect, Frans Johansson Built to Last, James Collins and Jerry Porras What they Don t Teach You in Sales 101, Steven Drozdeck, Joseph Yeager, Linda Sommer The Trendmaster s Guide: Get a Jump on What your Customer Wants Next, Robyn Waters First, Break All the Rules, Marcus Buckingham and Curt Coffman

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14 Marketing Toolbox Traditional Digital Social

15 Marketing Toolbox Traditional Digital Social

16 Traditional Marketing Toolbox Print ads Catalog Brochures Direct Mail Telephone Trade Shows Customer Service Billboard Warranty Events Television Advertising Radio Specialty Items Business Cards Public Relations Door Hangers Response Cards Presentations Coupons Product Demos Network Service Delivery Direct Sales Point-of- Sale Displays Expos Loyalty Program Packaging Vehicles Attire Earned Media Tearpads on bulletin boards

17 Traditional Resources The Fusion Marketing Bible, Lon Safko Printing Companies (Brick and Mortar and online) Vistaprint Fedex/Kinkos Walgreens Advertising Firms Marketing Consultants Barter friends with professional benefits

18 Marketing Toolbox Traditional Digital Social

19 Digital Trends

20 Digital Toolbox Website Mobile Optimized Questions Electronic Directories Specials Search Engine Optimization (SEO) Search Engine Marketing (SEM) Mobile Publishing Wiki Podcast Rich Site Summary/ Really Simple Syndication (RSS) (Aggregator) Blogs Ad Words Videos Apps Google Places Google Alerts Texting Ebay & Etsy Reviews (Yelp, Google+) Walk the Web Google Merchant Center Amazon Local

21 Digital Resources (Jay Baer)

22 Social Media Toolbox What are your social media practices? How do you measure results?

23 Marketing Toolbox Traditional Digital Social

24 Social Toolbox Forums Social Networks Facebook LinkedIn Twitter Blogs Video Sharing (Youtube) Photo Sharing (Pinterest) Gaming Virtual Worlds Just Answer, Blurtit, All Experts

25 Social Media Metrics Facebook LinkedIn Twitter Posts Impressions Engagement Likes Post Reach Followers Impressions Unique (daily) Clicks Likes Comments Shares Followers Acquired Engagement % Tweets Following Likes Tweets/Month Impressions Profile Visits Mentions New Followers Total Followers Positional Metrics vs. Relational Metrics

26 Digging Deep: LinkedIn Barbara s LinkedIn Profile

27 LinkedIn Profile Must Haves Professional Picture Unique Headline Summary Experience Company Page Education Certifications Volunteer Experience Skills YOU select them Websites Honors & Awards Causes You Care About Organizations Languages Publications Courses Advice for Contacting You Recommendations

28 LinkedIn - Company Wilson & Company LinkedIn Page

29 Flip Chart Review What? So What? Now What

30 Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. - American Marketing Association