Crash Course in

1
Welcome to
The

• Crash Course in
• Marketing

2
This Presentation Will Teach You How to

• Find your competitive advantage
• Define your purpose
• Create an image
• Implement smart marketing promotions
• Build relationships with customers
• Gain valuable feedback
• Stay effective by adjusting to changes

3
Start Right

• Visiting a doctor
• Proper testing and procedures
• Diagnose before you prescribe
• Strategize before you advertise

4
The 7 Keys to Marketing Genius

• Find Your Advantage
• Define Your Purpose
• Create an Image
• Implement Promotions
• Build Relationships
• Gain Feedback
• Adjust to Changes

5
Find Your Advantage
Key 1

• What are your strengths
• What can you do better than the competition?
• What is your unique competitive advantage?
• SWOT Analysis (strengths, opportunities,
  weaknesses and threats)

6
SWOT Analysis
Key 1

• Perform a SWOT analysis for your current or
  future company
• Share your answers with your group

SWOT
7
SWOT Results
Key 1

• What is your unique, not easily duplicated,
  competitive advantage?
• What is your tagline?

Brand X!
With Kryptonite!
8
Define Your Purpose
Key 2

• Why are you in business?
• What are you trying to accomplish?
• Create a mission statement
• Develop a vision
• Set goals
• How are you going to communicate your purpose to
  stakeholders (owners, employees, customers)?

9
Mission Statement Builder
Key 2

• Follow the guidelines given in the Mission
  Statement Builder to create a mission statement

10
Vision
Key 2

• What you see is what you get
• The Show-Me State
• Modern visual affinity

11
Draw Your Vision
Key 2

• Using the Vision Building Guide, draw a vision

12
Goals
Key 2

• He shoots, he scores
• Measurable
• Attainable
• Challenging

13
Goals Guide
Key 2

• Complete your Goals Guide

14
Alignment
Key 2

• Your employees are your first customers
• Get everyone going in the same direction

15
Create an Image
Key 3

• Visual representation of company
• Consistent look and feel
• Matching colors and logos
• Congruency of marketing elements
• Brand identity/promise
• Personality

Brand X!
16
Consistency
Key 3

• Yes

• No

Brand X
Brand X
Brand X The Space Age Cleaner! www.brandx.com Ent
er to win a trip to Space Camp!
Super Brand XThe Space Age Cleaner! www.brandex.c
om Enter to win a trip to New Jersey!
17
Implement Promotions
Key 4

• One of the four Ps of marketing
• Product- The good or service being sold
• Price- Amount charged
• Place- How and where the product is distributed
• Promotion- Communicating the product message

4P's
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Types of promotion
Key 4

• Advertising
• Public Relations/Publicity
• Sales Promotion
• Personal Selling
• Direct Marketing
• Internet/Interactive

19
Advertising
Key 4

• Create image and awareness
• Targeted at NEW customers
• Promote distinctive competencies

20
Public Relations/Publicity
Key 4

• Use the media
• Newspapers
• Charity events
• Sponsorships
• Be creative
• Compare/contrast with advertising

21
Sales Promotion
Key 4

• Only use to induce trial
• Use in conjunction with advertising and P/R
• Limited time
• On/off quickly
• CRM- Cause Related Marketing

22
Personal Selling
Key 4

• Direct Marketing
• Relationship tool
• Frontline people interacting with customers
• Salespeople have the most information about
  clients

23
Direct Marketing
Key 4

• Target specific
• Customized Message
• Misused tool in the current market

Ideal Customer 123 Relevant Message Target
Market, America 90210
24
Internet/Interactive
Key 4

• Measurable
• Customer sensitive
• Customizable

Brand X
25
Build Relationships
Key 5

• Move target customers down the funnel
• Top is expensive with shallow relationships
• Bottom is less expensive with protected
  relationships

26
Build Relationships
Key 5

• The goal is tohave every customer become an
  advocate
• Protected relationships
• Word of mouth promotion

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Gain Feedback
Key 6

• Listen to customers
• Use surveys, feedback forms and data analysis to
  measure effectiveness
• Take advantage of typically untapped resources
  like staff and front line salespeople

28
Adjust to Changes
Key 7

• Make changes based on feedback
• Show your customers how you listened and adjusted
• Revise strategy from beginning

29
Adjust to Changes
Key 7

• Find Your Advantage
• Define Your Purpose
• Create an Image
• Implement Promotions
• Build Relationships
• Gain Feedback
• Adjust to Changes

30
Learn More!

• Visit the Websites

Read the Books
marketingeniousMarketing consultation and
information
Seven Keys MarketingGet the latest marketing
books
Contact us
The Seven Keys to Marketing Genius The
Complete Guide to Increasing Your Marketing IQ
The Seven Keys to Marketing Genius Companion
Guide
marketingenious_at_daehntrain.com328 BellezzaSt.
Louis, MO 63021636-236-5718