Communicating

1
Communicating

• A Laymans Guide to
• Marketing

2
A Brief History of Marketing

• Steam power, manufacturing and transportation
• Henry Ford
• Mass production
• Improving communications with your markets

3
The Definition of Marketing

• Identifying a need in the market from which you
  can make a profit
• Designing and developing the product/service
• Developing the market more later
• Determine the means of distribution
• Sell Direct, perhaps from a shop front
• Sell via the Web
• Sell via Distributors (the Channel)
• The Marketing Mix and the 4 Ps-
• Product
• Price
• Packaging
• Promotion Chosen for a competitive advantage
• Now there are 16 Ps! People, place, process,
  physicals, policies, publicity, production,
  penetration, product development, etc.

4
Marketing Communications

• Marketing has given us a product to sell, now we
  must communicate that product to the market
• Marketing communications include-
• Advertising (Above the Line and Below the Line)
• Telephone canvassing
• Direct Mail
• Personal Selling, cold calling
• Word of Mouth (WOM) - Networking
• Open Days, Exhibitions and Seminars Indirect
  Offers
• The Web and Internet marketing
• Any other marketing communications opportunity
  you can think of?
• You also need marketing collateral
• Strategy, Planning and Marcoms Plans - samples
• The difference between marketing and selling

5
The Continuum of Behaviour

• Awareness
• Interest
• Knowledge
• Commitment to
• People
• Product
• Price
• Company
• Decision
• Customer
• Advocate

6
Matching the Continuum of Behaviour with
marketing communications opportunities

• Awareness Advertising
• Interest Advertising, Press Releases, articles
• Knowledge Case studies, brochures, articles
• Commitment to Word of Mouth, Personal Contact
• People Direct Mail, Telephone Canvassing
• Product
• Price
• Company
• Decision Personal contact
• Customer Personal contact
• Advocate Word of Mouth

7
Pipeline Management

• Where do the leads come from?
• How much do leads cost?
• Which leads produce the most sales?
• Why do leads fall out of the pipeline?
• Analysing and managing the pipeline

8
The External (PEST) Factors

• All business opportunities come from the external
  factors (PEST SLEPT)
• Political
• Economic
• Social
• Technological
• The PEST factors can also threaten a company!

9
Marketing Models

• SWOT
• Strengths and Weakness (Internal factors)
• Opportunities and Threats (External factors)
• Boston Consulting Group
• Growth-Share matrix
• Professor Igor Ansoff
• Growth Product/Market Expansion Grid
• The Product Life Cycle Remember Continuum of
  Behaviour and marcoms opportunities!

10
The Three Most Important Questions

• What do you sell?
• Parker Pens
• Rolex watches
• To whom do you sell?
• Market segmentation, A,B,C1s,C2s,D, Es
• MOSAIC Lifestyle based on postcodes
• Types of purchaser Product Life Cycle
• Vertical markets sic codes
• How do you sell your products?
• Which marcoms opportunities?

11
Designing and Building a Database

• Database Management Systems Maximiser!
• Sources of Data-
• Yellow Pages
• Kellys
• Dunn Bradstreet
• Local Papers
• Servicing databases by-
• Telephone (List cleaning, research, identifying
  need and appointments)
• Direct Mail (building an image identifying with
  need)
• Reply Cards (Research questions and convenience)
• Direct and Indirect offers

12
Telephone Canvassing

• Designing a Script
• List Cleaning
• Research
• Identifying Need
• Making an Appointment
• Employing a Telephone Canvasser
• Incentivising a Telephone Canvasser

13
Direct Mail

• Dont sell products or services identify with
  problems!
• Have clear objectives for direct mail
• Sell more products or services
• Sell an indirect offer (Open Day, Seminar,
  Exhibition)
• Build mind share
• Build a particular image (quality)
• Be in the right place at the right time
• Consider the use of Reply Cards and collateral
• One page is enough! Plenty of white space! Use
  bullet points!
• Quality of medium should match quality of service

14
Summary and Close

• What we have covered
• What is marketing
• The external factors
• The Continuum of Behaviour and Marcoms
• Marketing models
• The 3 important questions of marketing
• Building and servicing a database
• Any Questions?
• Thank you for coming!