Entrepreneurial Marketing Communication In the City

Transcription

1 Entrepreneurial Marketing Communication In the City

2 Today s Agenda What You Will Learn Awareness entrepreneurial marketing context Knowledge marketing and communication competencies as you represent yourself and Extension in the City Ability engage in the flow of communications with internal and external audiences Action Project & eportfolio You: Google Self Your Organization: Image Audit, Resources, Ignite/TED Talk Collaborative Learning: Discussion, Shared Resources Options for You, Your Team & Your Organization

3 Communication In the City Why is this a Big Deal in the City? Noise more media channels and influence Competition public and private organizations have specialists Capacity we teach programs

4 Entrepreneurial Marketing Entrepreneurial Theory Urban Extension Practice

5 Marketing is Transactions Relationships Viral everything - Jay Conrad Levinson tactics, strategy, culture Tactics: advertising, public relations, Strategy: to position and compete based on what s happening in the market Culture: everyone in the organization values the customer and operates based on buy-in to strategies process (Simerly, 1989) / function Art (Creative, Emotional, Bond with customers) Science (Hypotheses, Test, Evaluate)

6 Marketing Combination Marketing is not only much broader than selling, it is the whole business seen from the customer s point of view. Peter Drucker Environment

7 Selling & Marketing Starting point Focus Means Ends Existing programs Target market Organization Selling and promotion Integrated marketing Success through participation (a) The selling concept Kotler, Philip. (2000) Marketing Management Customer needs Success through satisfaction (b) The marketing concept Marketing culture

8 Communication in the City Marketing Competencies Market Research (informal and formal) (community/needs assessment, issue/opportunity ID) Relationship Marketing & Customer/Market Orientation Messaging & Story Telling (in good times & bad) Working with Media Partnership Marketing Brands - Yours, Extension, University, Programs Listening (including data) Marketing Plan & Management

9 Marketing Competencies

10 Market Research Resources in the Wiki Community Informal and Formal Issue ID Demo Psycho Relationship Advocate People (internal & external) Participants Contributors Influencers Supporter Client Customer Prospect You & Your Organization What s happening

11 Program, Packaging, Place (Innovation) Protection against damage Assist in marketing Education, Brand, Affiliations Standards Cost Effective Electronic accessibility Green, QR Codes

12 Signage in the City Simple, clear message Tough to read ALL CAPS, Fancy Fonts Size of Letters & Color Combinations Color Psychology... Consistency Appropriate Materials (Permanent/Temp) Background Resources:

13 Promotion (Messages: benefits & recall) Basic Print & Electronic Communications Market Partner Communications Owned, Earned, Paid Campaigns Selling Customer Service

14 Consumer Behavior Problem-Opportunity Search / Memory Evaluate Alternatives/Trial complexity, compatibility, risk, relative advantage Purchase Decision whether, what, when, where, how Purchase Act / Transaction completely, partially, not planned Post-purchase Evaluation Satisfaction / Expectations Influence You Competitors Demo/Psycho PEST Trends Political Econ/Environ Social Technology Environment

15 Communication in the City The Flow of Communications Internal Audiences Who External Audiences Who Awareness Trial Customer Friend Fan

16 Sales (Competitive Advantage) Know the audience and sell to them The Perfect Offer Overcome human inertia Attention, urgency, involvement, appeal to greed Bring the product/program to life Benefits, testimonials, demonstration Create effective format for medium Create excitement, interaction Make it a pleasure comfortable, convenient, reassuring (simple decision making) Answer quite concerns (reduce perceived risk)

17 Communication in the City Action Assignment for You How do people know you? How can you be authentic and intentional? google name & name of university Your Social Identity (self-perception) Your F2F & Social Media Identity (self-projection) Affiliation and Reputation

18 Communication in the City With Your Team & Organization (Options) Image Audit New and Various Customers Your Marketing & Communication Processes and Resources (eportfolio) Ignite or TED Talk Audience (what do you know?)/ Message (Connection) Reaction (not just know )/ Call to Action

19 You, Your Team, Your Organization Journal Marketing Experience Mentor & Coach Mentor Elevator Pitch Coach Marketing Goals & Competencies Self-paced Independent Study AMA + Market Research, Messaging, Media, Sales & Negotiations Team Collaboration A Just-In-Time Learning Module, is available on Entrepreneurial Marketing and Communication in the City Work together to develop Elevator Pitches Develop a Campaign to reach a new audience or a comprehensive Marketing Plan Identify current or potential options for incorporating user-generated content in your marketing

20 Julie Fox, Ph.D.