Denise Calore October 21, 2008

Phoenix, AZ

Avoiding the Top Ten Deadly Marketing Sins –

Building Dynamic & Effective Marketing Approaches that Work

for ITRC

ITRC State Engagement Workshop

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Quote

Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely. - Jay Conrad Levinson

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Session Overview

• Definition of Marketing • Philip Kotler’s Top Ten Deadly Marketing Sins • Three ITRC Marketing Challenges

• Exercise #1: The ITRC POC Reality Show

• Exercise #2: MIS Project

• Workshop Wrap-Up

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Definition of Marketing

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” - Philip Kotler

What can marketing do for me?

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Branding Quiz

Recognize any of these branding taglines and slogans?

You’re in Good Hands®

i’m lovin it®

King of Beers®

An American Revolution® “To boldly go where no man has gone before” Regulatory Acceptance for New Solutions

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Current Marketing Efforts

•  Printed communication •  Electronic communication •  Event involvement •  One/One interactions

Discussion Point: What have been the most successful POC marketing activities for you?

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Philip Kotler’s Ten Deadly Marketing Sins

1.  Lack of Sufficient Audience Focus and Audience-Driven Approaches 2.  Not Fully Understanding the Target Audience 3.  Need for Better Definition and Monitoring of Competing Activities, Goals and

Interest of the Audience 4.  Stakeholder Relationships Not Managed Properly 5.  Missing or Not being able to Find New Opportunities 6.  Deficient Marketing Planning Processes 7.  Product and Service Processes, Policies and

Procedures Need Tightening 8. Weakness in Brand-Building and Communication

Skills 9. Lack of Organization – Cannot Carry on Effective or Efficient Marketing 10. Not maximizing on Uses of Technology

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Three ITRC Marketing Challenges

Challenge #1 Not Understanding Who the Audience is, What Their Needs are, & Why They Should Care About ITRC (combination of Kotler Marketing Sins #1-3)

Challenge #2 Not being able to Easily and Effectively Get the ITRC Messages Out to the Target Audience (combination of Kotler Marketing Sins #5 & 10)

Challenge #3 Not Taking Advantage of the Opportunity as a POC to Represent the ITRC Brand (variation of Kotler Marketing Sin #8)

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POC Marketing Challenge #1

Not Understanding Who the Audience is, What Their Needs are, & Why They Should Care About ITRC

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POC Marketing Challenge #2

Not being able to Easily and Effectively Get the ITRC Messages Out to the Target Audience

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POC Marketing Challenge #3

Not Taking Advantage of the Opportunity as a POC to Represent the ITRC Brand

got ITRC?

Regulatory Acceptance for New

Solutions

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Exercise #1: ITRC Reality Show

Solution Ranking Criteria •  Is the solution unique? •  Is the solution realistic? •  Is the solution cost-effective & time efficient?

Who Will Be the Next POC Marketing Apprentice?

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Exercise #1: ITRC Reality Show

POC Marketing Challenges – Select one or use your own • Learning more about customer demand for ITRC products

(What product benefits are most important to customers, how can improvements be made to satisfy their needs, how can product testimonials be gathered from customers? ) • Involving the frontline customers in the document review process

(How can customers become partners- not just consumers- in the product development process?) • Establishing greater & more frequent face-to-face contact with the customer

(How can POC’s stay at the top of the customers’ mind & attention? How can POC’s establish more regular, in-person contact with the customer - Lunch & Learns, event attendance, other?)

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In Summary….

People don't want to be "marketed TO"; they want to be "communicated WITH.”

- Flint McGlaughlin

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Exercise #2: MIS Project

State Readiness to Use ITRC Products •  State agency people and roles •  External customer targets •  Site implications •  State regulatory issues

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Workshop Wrap-Up

Write Your Own POC Marketing Success Story! • Understand Your Audience Needs

• Build Successful Customer Partnerships

• Promote the Value of ITRC to the Environmental Community

• Build the ITRC Image, Be the Brand!

Brand of the Year