View
1.194
Download
2
Category
Preview:
DESCRIPTION
Citation preview
www.incisive-marketing.com © Incisive Marketing Limited 2010
Customer Driven Marketing Plans & Strategies
“Strategic Marketing With Everyday Items”
Jeff Bartlett
www.incisive-marketing.com © Incisive Marketing Limited 2010
Marketing is (at least in principle) very simple.....
“Identifying & Satisfying Customer Needs Profitably”
Marketing plans needs to focus on the Customer
– What does our potential customer look like?
– What product (service) do they need or desire?
– How much will they be willing to pay?
– How will we communicate with them to generate opportunities?
– How will we manage & measure the sales journey to derive profit?
Introduction
www.incisive-marketing.com © Incisive Marketing Limited 2010
Cakes....Widgets....Wallets....Jigsaws....Funnels
www.incisive-marketing.com © Incisive Marketing Limited 2010
Cakes: Are for Market Segmentation
Identifying Your Slice of the Cake
B2Consumer: Demographics
– Sex, Age, Social Grade (ABC1C2DE), Location, Marital Status
– Baby Boomers, Generation X, Generation Z, Silver Surfers
B2Business: Firmographics
– Revenues, Employees, Location, Industry (SIC)
Be realistic about your REACHABLE Market
– Satisfy the needs of your slice of the market
www.incisive-marketing.com © Incisive Marketing Limited 2010
Widgets: Are for defining the Product
Delivering the “Must Haves” & Creating Desire
Functionality, Features...
Size, Colour...
Quality, Warranties...
Packaging, Brand Identity...
Service, Delivery...
“Bit of Magic”
www.incisive-marketing.com © Incisive Marketing Limited 2010
Wallets: Are for the Price the Customer will Pay
Use the Pricing Pyramid for “Right Pricing”
Luxury
Niche
Mid-Market
Mass-Market
www.incisive-marketing.com © Incisive Marketing Limited 2010
Cakes....Widgets....Wallets....Jigsaws....Funnels
www.incisive-marketing.com © Incisive Marketing Limited 2010
Jigsaws: Are for Deciding how to Communicate
Clear Message, Right Audience, Engaging Communications
– Less is More in Marketing Communications
www.incisive-marketing.com © Incisive Marketing Limited 2010
“Traditional” Marketing Jigsaw
Sponsorship
Events & Exhibitions
Market Research
Advertising
Point of Sale
Hospitality
Telemarketing
PR & Media
Relations
Direct Marketing
Literature
Promotional
Gifts
Web & New Media
www.incisive-marketing.com © Incisive Marketing Limited 2010
“Digital” Marketing Jigsaw
WEBSITE
Business Social
Media (LinkedIn)
Customer Insight
(Market Research)
Pay Per Click
Advertising
Viral (YouTube)
Consumer Social
Media (Facebook)
Search Engine
Optimisation
On-line Public
Relations
Email Marketing
Broadcast Social
Media (Twitter)
On-line
Directories
Banner Advertising
www.incisive-marketing.com © Incisive Marketing Limited 2010
Funnels: Are for Forecasting, Planning & Measuring
www.incisive-marketing.com © Incisive Marketing Limited 2010
Funnels: B2B Sales Funnel (Forecasting)
www.incisive-marketing.com © Incisive Marketing Limited 2010
Funnels: B2B Traditional Marketing (Planning)
www.incisive-marketing.com © Incisive Marketing Limited 2010
Funnels: B2B Digital Marketing (Planning)
www.incisive-marketing.com © Incisive Marketing Limited 2010
Funnels: B2B Website Activity (Measuring)
www.incisive-marketing.com © Incisive Marketing Limited 2010
Cakes....Widgets....Wallets....Jigsaws....Funnels
www.incisive-marketing.com © Incisive Marketing Limited 2010
The Product Offering of Choice in Your Target Market
Characteristics of Brand Power
– Reputation
– Loyalty
– Referals
– Evangelism
Results of Brand Power
– Gross & Net Profits above the Industry norm
– Continuous Revenue Growth
– Growing Market Share
Delighted Customers: Create BRAND Power
Recommended