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With a stack of new communication tools marketers still need to focus, in the first instance, on strategy. A well crafted marketing strategy will make it much easier to choose the best new tools and traditional media to promote your business. This slideshow supports a presentation given at the Brew Small Business Expo South Australia. www.thewoo.com.au
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Strategic marketing:
New ToolsTools | Old RulesRules
Perception is more
important than reality
The market is spoiltspoilt for choice
And so are the marketersmarketers.....
Consumer magazines 1990 = 417Consumer magazines 2008 = 1100
"Mobile-phone "Mobile-phone marketing today is marketing today is where Internet where Internet advertising was in advertising was in 1996 -- it's about to 1996 -- it's about to take off...take off...There are already more mobile phones in use worldwide than televisions and computers put together."
Point of sale
All this stuff is just the new tools All this stuff is just the new tools that we can use to communicatethat we can use to communicate
All this stuff is just the new tools All this stuff is just the new tools that we can use to communicatethat we can use to communicate
The old
rules still
apply
1964 Competition entry forms & barrel
Media conference at Essendon Airport
Special edition promo newspaper
A-frame walkers
On pack promotion – Streets Ice Creams
Hot air balloon stunt
Whatever the tool you need to Whatever the tool you need to know how to use it....know how to use it....
Whatever the tool you need to Whatever the tool you need to know how to use it....know how to use it....
Strategy• An overview - what you have to achieve to get
to your goal• Far reaching, broad
Strategic thinking• Focused – VS Scatter gun• Pro-active – VS Re-active• Determined/Decided - VS Ad hoc
Rule number onenumber one
It’s not about you
Age
Lifestage
Demographics
Values
Beliefs
Personality
EmploymentIncome
Role
FriendsFamily
InfluencesMedia
PastimesInterestsHobbiesPolitics
??
• Ask• Research• Internal data• External data• Watch• Listen
Rule
2
It’s not aboutyour product or service
It’s about what it MEANS....Not just what it IS
"In the factory we make cosmetics…
In the store we sell hope"
Product focused
Customer focused
What is the unfulfilled desire that
your product
fills?
RULE 3
It’s not about what you know…. it’s about what they think
In the of your customer
What is the Position of your product?
Where are your competitors?
What is the word you want to own?
Safe car VolvoToothpaste
ColgateDog food
Pal
Safest airline? Number one TV? Hamburgers?
Fun airlineVirgin
Once you have the:
1. Who (your target)2. What (your
product)3. How (your position)
| the strategy |
Your marketing plan will fall into place.......
Promote
• Branding• Advertising• Promotion• Communication
Bambi GordonThe Woo• marketing training for small biz owners M: 0418 47 97 35
Credits....Mobile phone quote: Michael Baker, President, Enpocket,
Digital ad revenue figures: Advertising Age,
May, 2008
PICS: Dreamstime.com
Consumer magazines:Sunday Life, Sept, 08
Hope Quote: Charles Revson, Revlon
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