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Workshop Structure

• 2 hours• Introductions• Breaks & Housekeeping• Networking• Workbook

Section 1 : Workshop and Exercises Section 2 : Extended Learning Section 3 : Useful Information

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What you will learn

• What is Marketing• Setting Marketing Goals• Customer Segmentation • Market Research• Marketing Mix• Branding• Customer Service• Measurement• Marketing Action Plan

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What is marketing

Marketing is much more than advertising, selling or having a website!

“The aim of marketing is to make selling superfluous”

Peter Drucker

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SMART Goals

S specificM measuredA achievableR realistic and relevantT time-framed

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SMART Marketing Goals

• Get ranked in position 1-3 for 3 keywords by end of July

• Attend two networking events each month• Set up a customer referral program by May• Presenting a product/service in a new/novel way

by November.

Activity: Define your marketing goals

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Market Research

• What is Market Research

Market Research

Customers CompetitorsExternal Factors

Brian Singer Co-Founder Rip Curl on customer market research –

“We were the customer!”

Activity: What research do you need to do?

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Customer Research

• Customer Segmentation Demographics Geographic Psychographics

• What are you customers doing online

Activity: Identify Your Customers

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Who are your customers?

• One size does NOT fit all

Classic Car Insurance

Vehicle Insurance

General Insurance

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The competition

• How do you compare to your competitors?• Is the market crowded with competitors?• Who are your main competitors?• What are their offerings?• What are their strengths and weaknesses?

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External Factors

• The economy• Government policy/legislation• New competitors entering the market• Exchange rates• Fuel costs• A new school or station being built

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Marketing Mix

Product Solution

Price Value

Placement Access

Promotion Communication

People Relationships

Process Service Excellence

Physical Brand Image

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Branding

A brand is more than just a logo, advertising slogan, product or service. It encompasses

how you manage your customer relationships and how you are perceived as

a business

Activity: Review your brand?

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Unique Selling Proposition

Why will someone do business with you?

A unique selling proposition or competitive advantage exists when a business is able to

deliver benefits that exceed those of competing products or services!

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Features, Advantages & Benefits

HIGH

LOW

Impact onCustomers

Contact Contract

BENEFITS

ADVANTAGES

FEATURES

(high impact always)

(initially high butalways falls off)

(low impact always)

Features, Advantages and Benefits across the selling cycle

Source: Neil Rackham, 'Spin Selling'

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Traditional Marketing

• TV & Radio• Print Advertising• Print Material• Public Relations• Event Management• Signage• In-store• Face-to-face• Networking events

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Online Marketing

• Website• Search Engine Optimisation• Search Engine – Google Adwords• eMail Marketing• Social Media• Content writing• Mobile marketing

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Customer Service

Customer service – your marketing will get the customer, your customer service will keep them

“The purpose of business is to create and keep customers” So every business needs to organise its service delivery around

the needs of its customers”. – Peter Drucker

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Products & ServicesInformation

Counter & face-to-faceService

Telephone/OnlineService

Taking Customer Orders

Follow-up Documentation

Billing & ManagingPayments

Visiting Customers

Making Repairs

Handling Complaints

Managing the Service culture

Service Cycle

The ten key service activities

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Customer Service Excellence

The 7 steps1. Involve your staff

2. Check for any service ‘gaps’

3. Develop Customer Service Standards to match your ‘Promise to Customers’

4. Put in systems as a priority to ensure consistency

5. Ongoing staff training

6. Empower staff to make decisions

7. Regularly monitor and measure your performance

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Marketing Budget

• Why do you need a marketing budget To know what your financial commitment is When the money will be needed What resources will each activity need –

people, time etc How you can balance all the demands on

those resources Can you afford it?

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Marketing Action Plan

• Marketing Action Plan Example Action Plan provided in workbook

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Measurement

• “How did you find out about us?”• Google Analytics• By measuring you find out

Budget – what was the ROI What activities attracted customers or sales? What things worked? What things didn’t?

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What you learnt

• What is Marketing• Setting SMART Marketing Goals• Customer Segmentation • Market Research• Marketing Mix• Branding• Customer Service• Measurement• Marketing Action Plan

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Small Business Mentoring Service

• Business mentors help you to identify a clear direction for you and your business.

• Business mentors can also advise you on how to:

conduct market research

price and/or cost your products or services

develop an effective marketing strategy

use other business management tools

To arrange a session with a business mentor go to:

www.sbms.org.au

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Discussions and questions

Thank you for attendingCheck out

business.vic.gov.au/eventsfor more workshop information