marketing for success

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marketing for success
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craig birch
www.sugarcanecreative.co.uk
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a few thoughts before we start

• this is not a technical presentation
• there might be a test
• If mobile rings you help present next slide
• more questions than answers
• take one thing away

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What is Marketing
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my view marketing is the gap that exists between
my business and my customers. Its a space I
must think carefully about filling with just the
right mix of ingredients.
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Marketing is also like my central heating.
look at whats going on outside. tweak it as
the conditions change everybody uses it
differently if you dont use it for a while it
might not work at all
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whats the point of marketing?

its about attracting new customers its about
retaining existing customers
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what do we use marketing for?

to inform (Virgin Media from Telewest) to
reposition (MS) to reinforce (Magners)
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my view why we market to achieve objectives
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my view why we market
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my view marketing is going beyond what seems
like a good idea or what looks nice to question
why am I doing this and how will I get my money
back?
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who is the marketeer ?
anyone that comes into direct contact with
the client. They are all marketing the
business !
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the marketing
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whats going on in the market?
the mullet a popular hairstyle during the 80s
disclaimer - mullets can be seen as reasonably
fashionable in some circles
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experience
customers now desire anexperience
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Nike try vans uk, France, Italy and Spain,
stocking 1,000 pairs of shoes
convenience experience location
expertise
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getting noticed
you have to make more effort to get
noticed these days
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Charmin brand space in times square in form of
public toilets
convenient advertising gossip
surprise location
certainly meeting customers
needs !
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technology
keep up its faster more competitive than
ever
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(No Transcript)
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In march 2006 the average British internet user
was spending 164 minutes online compared to 148
minutes watching tv. what about now?
mobile phones sat nav mass storage
devices interactive TV

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the economy

the UK has a marketing plan and you are part
of it
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your vision
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where are you heading?
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marketing can be like a river for many people,
they just jump in the river without ever deciding
where they want to end up. They quickly get
caught up in the current, current events, current
challenges, current fears. Then they come to the
forks in the rivers, they don't consciously
decide which way to go, they just go with the
flow of the river (the flow of the majority
instead of being directed by their own values and
goals) and as a result the feel out of control
but continue to drift down stream until one day
the sound of the raging water wakes them up and
they realize they are 5 feet from the falls and
they are in a boat with no oars and then they say
"Oh dear", but its to late. They are going to
take a fall, it may be a financial set back,
loosing a key client or having no demand for
their product, in almost all of the cases the
fall could have been prevented by making better
decisions up stream. ADAPTED FROM WORDS BY
ANTHONY ROBBINS
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my view
80 20 thinking doing
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consider the following a brain surgeon
doesnt say Im not sure, just pass me the
saw? a captain of a ship doesnt say its
that way, I think ! my wife no reason, its
just because I love you
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your vision
Skype aims to delight you by offering free global
telephony, to make unlimited, superior quality
voice calls via its next generation peer to peer
software. Skypes vision is providing a simple,
reliable, and friendly communications tool that
just works. We aim for people to communicate
with friends, families and colleagues more
flexibly, more cost effectively and with better
sound quality than ever previously imagined.
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get some clear objectives

• Action Plan
• New catalogue
• Two new products
• Reposition brand
• New shop open
• Start exporting

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make sure that you involve the decision maker

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communicate your direction
communicate your plans
can all staff please be aware that we need 20 new
clients spending 2,000. rewards for each new
client see Jim
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your strategy
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when pointing the finger notice that three point
back at you and one to heaven for inspiration
my viewmarketing should start with taking a
good look at yourself
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me, me, me, me, me
my viewmarketing is not really all about you
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What do customers really want
Demand
This should determine what you offer
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there is always more than one audience
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whats in it for me ?