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Marketing for coops
Cooperative Congress, 23 June 2018
Siôn Whellens
Calverts, Principle Six
www.calverts.coop
www.thehive.coop
What we'll cover in 1 hour!
Introductions
What is marketing?
The marketing plan
Branding and perception
Cooperative identity as a marketing tool
Principle Six referrals and word-of-mouth marketing
The coop Marque and dot cop domain space
Your marketing challenge
Next steps
Introductions
The 90-second pitch:
My name and my coop or startup
Where we are
What we make or do
Why our product or service is great
What I want
What is marketing?
“ Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements, profitably.”
Chartered Institute of Marketing. Or should that read:
“ Marketing is the management process responsible
for maximising profit by identifying, anticipating and
satisfying customer requirements” ?
What is a coop?
“A co-operative is an autonomous association
of persons united voluntarily to meet their
common economic, social, and cultural needs
and aspirations through a jointly-owned and
democratically-controlled enterprise.”
International Cooperative Alliance, 1995
A cooperative definition of marketing?
“Marketing is the management process
responsible for identifying, anticipating and
meeting the needs and aspirations of
members, by trading profitably in
accordance with coop ethics, values and
principles”
What is ‘The cooperative advantage’?
Member loyalty and advocacy
No loss of value to external/passive owners or
investors
Ethical selling points
Principle Six: cooperatives support cooperatives
The seven ‘P’s of marketing
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidence
https://www.cim.co.uk/files/7ps.pdf
Marketing and the business model
canvas
WHY
WHO
HO
HOW
Marketing and the business model
canvas
WHY
WHO
HOW
HOW
12
Defining your market
What’s the size of your pond?
How is it changing?
What size fish are you?
How big can you grow?
Understanding the size of your market
Total market
Serviceable market
Market opportunity
Market share
1
3
Researching your market
Publications Databases
14
Where will your growth come
from?
Market
Penetration
Product
Development
Market
Development
Diversification
(Product &
Market)
PRODUCTS
MARKETS
New
Existing
New Existing
15
Where will your growth come
from?
PRODUCTS
MARKETS
New
Existing
New Existing
The same stuff, to
the same
people… just
more of it!
New stuff, to the
same people
The same stuff, to
new people
New stuff, to new
people
16
Mapping value to customers
Untapped
value
No value
Win: win
value
‘Sleeper’
value
Important
to
customer
17
Important to business
Mapping value to customers
Important
to
customer
1
8
Important to business
Important to them,
unutilised by you
Important to no
one
Important to them,
important to you!
Important to you,
but not to them
Example customer persona
Name: Hipster Harry
Occupation: Bar
Manager
Location: East Dulwich,
London
Purchase needs:
1. Social validation (‘trendy’)
2. New experiences
3. Speed/ease of buying
Purchase method: via
website
Purchases: App download
(with monthly membership)
1
9
The customer journey
Awareness Interest Consideration
Purchase Retention Advocacy
Be
Findable
Be
Reachable
Be
Interesting
Be
Helpful
Be
Dependable Be
Personable
20
There are over 120 channels…
Facebook Twitter
Youtube
Blog
SEO &
Content
Review Affiliate
Online
Retarget
Online
Display
Ads
Print, Radio,
TV Ads
In-Store
PR
Activation
Direct
Sales
Social
Referral
Referral
Offline
Referral
Direct Mail
Mobile
Affiliate
Marketing
Experiential
Telemarketing Location-
Based
Most effective channels (B2C)
2
2
Most effective channels (B2B)
23
Find a marketing PIN number
New contacts Proposals
60-3-1 New client
For your primary channel, find a target PIN
number
to aim for daily/weekly/monthly
A 3-part plan for growth
ACTION
• Audience
• Value
Proposition
• Campaign
• Channels
• Metrics
STRATEGY
• Goals
• Markets
• Success
TIMELINE
• Campaign
• ‘Always on’
• Business as
usual
Know where
you’re going to go
Plan how you’re
going to get there
Keep moving
forward
1. Introduction to brand • How should I think about my brand?
• Where does brand fit within the
BMC?
2. Fundamentals of brand • Positioning
• Personality
• Architecture
• Corporate identity
3. Brands fit for scale-up • The leader as the brand
• Recruitment
4. Brand evaluation • Summary and wrap-up
27
Environment Products/services
2
8
Tried and tested
methodology
The Brew Positioning
Personality
Brand Architecture
Corporate Identity
Behaviour Marketing Communications
Where does brand fit within the BMC?
WHY
HOW
WHO
HOW
29
For (target audience) who want (audience insight)
XYZ is the (service definition) that (benefit)
because (reason to believe)
• Target audience: Who is most likely to buy from you? • Audience insight: What do they need/matters most to them? • Service definition: What is the core thing you are doing? • Benefit: What benefit do you deliver (emotional or rational)? • Reason to believe: What is the main reason to put faith in you?
Template for a brand positioning statement
Analytical
Visual
Kinaesthetic
4
5 Power of storytelling
31
32
Brand Archetypes Archetypes are personified symbols that allow the
conscious mind to identify with, or access,
subconscious meanings and truths. Archetypes
represent our aspirations, not just in a material sense,
but also in a spiritual sense. They instil meaning into
brands and unlike stereotypes they are naturally
genuine and authentic. Archetypes can be used to help
identify key personality traits within organisations and
can help to form the basis of the creation of consistent
communications and behaviours.
33
Exploring brand
archetypes
The Innocent
The Explorer
The Sage
The Hero
The Outlaw
The Magician
The Lover
The Regular Guy/Girl
The Jester
The Caregiver
The Creator
The Ruler
34
The Magician
Shaman, healer, spiritual, holistic,
intuitive; values magical moments and
special rituals; catalyst for change;
charismatic
35
The Innocent
Wholesome, pure
Forgiving, trusting, honest
Happy, optimistic, enjoy simple
pleasures
36
The Outlaw
Rebellious, shocking, outrageous,
disruptive
Feared, powerful
Countercultural, revolutionary, liberated
37
The Lover
Seek True Love, intimacy, sensuality
Passionate, sexy, seductive, erotic
Seek pleasure, to indulge, follow
emotions
38
The Jester
Clown, jester, trickster
Playful, take things lightly, create a little fun/chaos
Impulsive, spontaneous, lives in the moment
39
The Hero
Warrior, competitive, aggressive, winner
Principled, idealist, challenge “wrongs,” improve the
world
Proud, brave, courageous, sacrifice for greater good
40
The Ruler
Manager, organizer, take charge attitude
Efficient, productive
Confident, responsible, role model
The Caregiver
Altruistic, selfless
Nurturing, compassionate, empathetic
Supportive, generous
42
The Regular Guy/Girl
Not pretentious, straight shooter, people-oriented
Reliable, dependable, practical, down to earth
Value routines, predictability, the status quo,
tradition
43
The Explorer
Searcher, seeker, adventurous, restless, desire
excitement
Independent, self-directed, self-sufficient
Value freedom
44
The Creator
Innovative, imaginative, artistic
Experimental, willing to take risks
Ambitious, desire to turn ideas into
reality
45
The Sage
Thinker, philosopher, reflective
Expert, advisor, teacher
Confident, in-control, self-contained,
credible
46
Monolithic Brand
(Branded House) A single brand name that is
used to "masterbrand" all
products or services in a
range. Individual products
are nearly always identified
by alpha or numeric
signifiers. Companies like
Mercedes and BMW favor
such systems.
Endorsed Brand A brand that is supported by
a masterbrand – either
dominantly e.g. Tesco Metro
or lightly e.g. Nestle Kit-Kat.
The element that ‘links’ them
can be very varied, or the
level of endorsement can
vary.
Branded/Freestanding
(House of Brands) A brand name and identity
used for a single product or
service in a portfolio, which
is unrelated to the names
and identities of other
products in the company's
portfolio.
Traditional models of brand
architecture
Cooperation among Cooperatives
Your marketing communication challenge
What particular marketing problem to you
need to solve?
What is the audience?
What is the message?
What do you want people to do?
Next steps
Three things I’m going to do
Write yourself a postcard
Thank you
Siôn Whellens
Calverts, Principle Six
www.thehive.coop
