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This project has been part funded by the European Regional Development Fund
The Knowledge Action Network Programme
Marketing Masterclass, Feb 2013
Manchester Metropolitan University Business School
This project has been part funded by the European Regional Development Fund
Agenda09:30 – 09:45 Session Overview
09:45 – 10:00 Thoughts on Marketing
10:00 – 10:15 Your Story
10:15 – 10:45 Pains and Gains
10:45 – 11:45 Value Proposition
11:45 – 12:30 Marketing Communications for you
* what experiences can your customers share? Write some down...
This project has been part funded by the European Regional Development Fund
Jeff McCarthy• Senior Lecturer, Marketing, Operations & Digital Business• Business owner >6yrs• CIM & IDDM Course Director (Prof. Qualifications & In-Company)• Econsultancy trainer
Contact:• [email protected]• 0161 247 6751 @jeffmclfc http://uk.linkedin.com/in/jeffmccarthyuk
Quick intro...
This project has been part funded by the European Regional Development Fund
• To think critically about your business
• To genuinely understand your customers
• To communicate your value clearly
• To develop marketing communications that works for your organisation
Objectives for Today
Image source: www.google.co.uk/imghp, accessed 11.06.12
This project has been part funded by the European Regional Development Fund
What is Marketing?
Source: http://images.google.co.uk, accessed 24.01.13
This project has been part funded by the European Regional Development Fund
1. Adjectives to describe marketing…
2. If marketing was a person – who would it be?
3. If marketing was a car, what brand & model would it be?
4. If marketing was a TV programme, what would it be?
Marketing Brain Dump...
Source: http://images.google.co.uk, accessed 24.01.13
This project has been part funded by the European Regional Development Fund
1. What is your vision?
2. What are your Corporate Goals/Objectives?
3. What is your story ?
4. Share your 10 second pitch
Share Your Story
Source: http://images.google.co.uk, accessed 24.01.13
This project has been part funded by the European Regional Development Fund Image source:
www.google.co.uk/imghp, accessed 11.06.12
Customer Pains Your Claims Customer Gains
Start with the customer
This project has been part funded by the European Regional Development Fund
Understanding Your Value
Source: http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf, accessed 11.06.12
1. Where are you adding and losing value for your customers?
2. What data do you need to improve performance?
Sales channels, distribution, comms.• Raising awareness • Communication, evaluation & delivery of Value Prop• Personalization of products and services• Post-purchase support
As maintained for each customer segment, through Acquisition & Retention – plus winback!
Type of relationship expected?Are they established & integrated into business process? How costly are they?
Built on your internal value chain.Cost driven or based on value creation?
Fixed or variable cost?
What value do we deliver to the customer?Which one of our customer’s problems are we helpingto solve? Which customer needs are we satisfying?What bundles of products and services are we offeringto each Cust. Segment?
Built around:• Accessibility • Brand• Cost reduction• Convenience• Customization• Design• Innovation• Performance • Risk reduction
Sales channels, distribution, comms.
Customer groups represent separate segments if:• Their needs require and justify a distinct offer• They are reached through different Distribution Channels• They require different types of relationships• They have substantially different profitabilities• They are willing to pay for different aspects of the offer.
Related to value propositions.One-off or recurring revenues? E.g. License, subscription, rental/lease,.Fixed or dynamic pricing?
Assets to deliver Value Proposition, Customer focus, channels, revenue streams
Financial, Human, Intellectual, Physical.
Achieved through key resources.
ProductionProblem SolvingPlatform / network
Activities outsourced/acquired.
• Strategic alliances between non-competitors
• Coopetition: strategic partnerships between competitors
• Joint ventures to develop new businesses
• Buyer-supplier relationships to assure reliable supplies
What Key Activities do they perform? What Key Resources to they provide?
Efficiency
Value
Complete Your Own Canvas
Source: http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf, accessed 11.06.12
1. Where are you adding and losing value for your customers?
2. What data do you need to improve performance?
Efficiency
Value
This project has been part funded by the European Regional Development Fund
Why Might Customers Leave?• 68%Perceived indifference
• 14%Unresolved issue
= 82% you could do something about!Customer Friendly
Processes✓ ✓
Employee Commitment
✓ ✓
Ongoing Dialogue ✓ ✓
This project has been part funded by the European Regional Development Fund
Copyright of Business Model Foundry GmbH
Value Proposition Canvas
This project has been part funded by the European Regional Development Fund
Source: Business Model Foundry GmbH
1. What are customers trying to get done?
• Task/emotional/social...
2. What pains may your customer face?
• Cost/time/performance/worries
3. What benefits does your customer expect or anticipate?
WHY?
This project has been part funded by the European Regional Development Fund
Source: Business Model Foundry GmbH
1. How do you take away customer pain?
2. What do you offer?
3. How do you add / create customer gains?
WHAT?
This project has been part funded by the European Regional Development Fund
Create Your Value Proposition
This project has been part funded by the European Regional Development Fund
The Science of Marketing...
Source: Altimeter Group, 2012
This project has been part funded by the European Regional Development Fund
Effective Communications
Source: Altimeter Group, 2012
This project has been part funded by the European Regional Development Fund
Source: http://www.activitiesabroad.com, https://www.facebook.com/lakelandtrails/photos_stream#!/pages/Activities-Abroad/92524420253?fref=ts, accessed 24.01.13
This project has been part funded by the European Regional Development Fund
Source: Lakeland Trails, accessed 24.01.13
This project has been part funded by the European Regional Development Fund
Effective Communications
Source: Altimeter Group, 2012
Populate this framework with your existing marketing communications / material
This project has been part funded by the European Regional Development Fund
Digital Reputation Management• How can you monitor your digital
reputation?– Googling your name, or your URL– http://www.googlealert.com
• How can you manage your digital reputation?– Submission
• http://www.pressbox.co.uk• http://www.prweb.com• http://www.webwire.com
– Digital communities, blogs, RSS– A digital PR service agency
• How does our client stack up?Image source: http://www.howsociable.com/,
http://www.socialbakers.com/, accessed 24.01.13
This project has been part funded by the European Regional Development Fund
• Google Agency Toolkit:http://www.google.com/ads/agency/toolkit.html
• Google Keyword Tool:https://adwords.google.com/select/KeywordToolExternal
• Traffic Estimating:https://adwords.google.com/select/TrafficEstimatorSandbox
• Google Trends:http://trends.google.com
• Alexa.com http://www.alexa.com
• SEMRush.com: http://www.semrush.com
• Yahoo Site Explorer alternatives: http://siteexplorer.co/top-10-site-explorer-alternatives
Useful Sites for Search Marketing
This project has been part funded by the European Regional Development Fund
• Clearer on how you add value?
• Different / better perspective on your customer?
• Feel you can clearly communicate your Value Proposition?
• Aware of which marketing communications may be effective?
Recap
Image source: www.google.co.uk/imghp, accessed 11.06.12
This project has been part funded by the European Regional Development Fund
What will you do differently from tomorrow?
Image source: www.google.co.uk/imghp, accessed 31.01.13
