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