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Shaping Perceptions. Delivering Results.
Professional Marketing and Public Relations SupportPresented to:
Fairfax County EDA Procurement AcademyNovember 10, 2010
Shaping Perceptions. Delivering Results. 2VARCom Proprietary
Questions to Consider
1. Who are they and what keeps them up at night?
2. What’s going on around here?
3. So, what makes you so special?
4. Hey! Where’d you get that nice suit?
5. Sorry, who are you again?
Shaping Perceptions. Delivering Results. 3VARCom Proprietary
Who are they and what keeps them up at night?
• Clearly define the customers/segments you’re going after • Understand your customers/targets• Know what their key drivers are• Have a feeling for what keeps them up at night or causes them
headaches• Always begin by looking at the world from their perspective• “Don’t tell me how wonderful you are; tell me how you are going to
help me!”• Find unfulfilled needs• Play off Fear Uncertainty and Doubt• Find ways to make the customer a hero• Clearly articulate features and benefits
Market Segmentation and Targeting
Shaping Perceptions. Delivering Results. 4VARCom Proprietary
Who’s the target and what are their drivers?
Shaping Perceptions. Delivering Results. 5VARCom Proprietary
What’s going on around here?
• Nothing occurs in a vacuum• Understand where you fit in the competitive landscape• Who are your customers/prospects using for the
goods/services you offer?• Figure out what’s working for them• Understand what is happening in the business environment• Situational awareness
– SWOT analysis
– PEST analysis
Competitive Analysis
Shaping Perceptions. Delivering Results. 7VARCom Proprietary
So, what makes you so special?
• Define your positioning vis-à-vis the competition• What is your UVP (unique value proposition) and your
SCA (sustainable competitive advantage) - Value being the key word
• Make sure you describe the convenience of buying from you
• What is your messaging? Theme; 3 – 4 message points with supporting details
• The 5 C’s of messaging• Have an “elevator speech” prepared and rehearsed
UVP and Messaging
Shaping Perceptions. Delivering Results. 9VARCom Proprietary
Hey! Where’d you get that nice suit?
• Perception is reality• Make sure the image you want to project is what is
being perceived• This can be measured, shaped and modified• Branding and corporate identity• The goal is to stand out and be remembered with a
positive perception• Remember A-I-D-A
Perception and Branding
Shaping Perceptions. Delivering Results. 10VARCom Proprietary
What is your perception of these brands?
Shaping Perceptions. Delivering Results. 11VARCom Proprietary
Sorry, who are you again?
• Communicate, communicate, communicate• Use an Integrated Marketing Communications
approach• Plan your communications into the future• Builds an ongoing relationship• Keeps you top of mind• Use multiple touch points
Integrated Marketing Communications
Shaping Perceptions. Delivering Results. 12VARCom Proprietary
Bringing the IMC pieces together
CollateralPersonal Selling
Partnering
Trade Promotions
Public RelationsAdvertising
Social Media Website
Branding
CRM
Shaping Perceptions. Delivering Results. 13VARCom Proprietary
Components of Public Relations
• Publicity• Press Releases• Email Marketing• Community Relations• Government
Relations• Public Affairs• Media Relations
• Analyst Relations• Press Conferences• Investor Relations• Crisis Communications• Awards/Nominations• Tours/Open Houses• Thought Leadership
Shaping Perceptions. Delivering Results. 16VARCom Proprietary
What Marketing Can’t Do
• High-quality products or services• Clearly defined and communicated vision, mission and
goals for the organization• Adequate infrastructure (finance, legal, admin, IT, etc.)• Strong management team and workforce• Internal processes and procedures• Effective organizational structure• Hard work, passion, drive, determination... Which you
all clearly already have
However, marketing is not a cure all. You must also have: