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Take a look at how marketing, PR and social media can improve your business!
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Marketing is not….
An exercise creating beautifully crafted works of art (unless that will get you more business). Marketing is not an intellectually attractive process for stimulating the sensory sensitivities of an artistic director.
(Robert Craven)
Marketing is …
All about communication with potential/existing clients and getting them to buy from you rather than from your competitors. Its getting them to buy profitably.
marketing = profitability (Robert Craven)
Marketing Director?
1. Get more customers2. Get them to buy more 3. Get them to buy more often 4. Stop them leaving 5. So position/budget/target
The New Consumer
Demanding
Discriminating
Sceptical
Less LoyalExperimental
Online users
More likely to complain
Similar
If you want to sell as much as you possibly can and as often as you possibly can, the formula is simple.Find out what your customers really want and sell it to them.
• Make their lives easier.• Make their lives better.• Solve their problems.• Deliver their dreams to their doorsteps.
And watch your company grow beyond belief.[Bob Serling]
• Customers know exactly what they get if they come to us!
• Customers know why we are different from the rest.
• We make everything simple/easy to understand for our customers & for ourselves.
• Decision-making is easy because we are clear about what we are trying to do.
Branding is the messages that leak from you like radiactivity!
• Think about what you want the business to achieve (vision).
• What beliefs and standards will guide all of your actions (values).
• What makes you different and special (key differentiators)
• In what manner you are going to deliver them all (personality).
Your website should: Have a focus
Demonstrate that focus
Have the paraphernalia of an expert you have an effective
website, Facebook page, LinkedIn or twitter account (where
appropriate)
Are known and know the right people
Share views: you speak, blog and tweet
Are recommended by the good and the wise
You have testimonials and endorsements
Social customer
Always connected – uses
smartphone like a computer
Constantly researching (trip adviser/review
sites)
They share what they think
(social networks/review
sites)
Expect brands to engage with
them (Real
time/feedback)
Power to change the purchasing
cycle
PR is not advertising!
• Raises awareness of your brand
• PR is a long term strategy - Positions you in the market - Connects with your target market
In/andrewthelwell
@themarketstall