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 ,[object Object], ,[object Object], ,[object Object],Marketing for,[object Object],Small Business,[object Object]
‘You cannot control you own future. Your destiny is not in your hands.,[object Object],It is in the hands of the irrational consumer and society.,[object Object],The changes in the needs, desires and demands will tell you where you must go.,[object Object],You must feel the pulse of change on a daily, continuous basis.,[object Object],Intense curiosity, observe events, analyse trends, seek the clues of change,,[object Object],And translate those clues into opportunities.’,[object Object],Michael Karni,[object Object]
Week One,[object Object], ,[object Object],Introduction,[object Object],What is Marketing?,[object Object],Why is Marketing important?,[object Object],Analysis of Historical Data,[object Object],Market Trends & Consumer Insights,[object Object],Competitor Analysis,[object Object],Establishing Business & Marketing Objectives,[object Object],Homework,[object Object]
Introduction,[object Object], ,[object Object],Introduce Yourselves,[object Object],Name,[object Object],Business,[object Object],Business/Work History,[object Object],Family,[object Object],What Your Understanding Of Marketing Is?,[object Object],What Has Your Business Done When It Comes To Marketing?,[object Object],What are your objectives from this course?,[object Object],Something no-one knows about you,[object Object]
About Me ,[object Object],36,[object Object],Born in Bromley, Kent,[object Object],Moved to Australia in 2003,[object Object],Director of TwoCents Group - creative marketing & advertising agency,[object Object],Branding,[object Object],Graphic Design,[object Object],Marketing Consultancy,[object Object],Advertising Campaigns,[object Object],Social Media,[object Object],Previous jobs,[object Object],Marketing, branding and advertising,[object Object],Social networking ,[object Object], ,[object Object]
What is Marketing?,[object Object]
What is Marketing?,[object Object], ,[object Object],Definition,[object Object],7Ps,[object Object],[object Object]
Price – determined by numerous things – market share, competition, costs, branding and customers perceived value
Place – distribution channels
Promotion – this is why we’re here!
People – all stakeholders
Process – the procedure by which the services are used
Physical Evidence – the circumstances in which the product or service is delivered.Marketing Misconceptions,[object Object],[object Object]
Marketing supports manufacturing,[object Object]
My definition,[object Object], ,[object Object],Marketing is the process of communication between a brand or a company and all of its stakeholders.,[object Object]
Why is communication so important?,[object Object], ,[object Object],Human beings have an in-built need to communicate. ,[object Object],1st Information Communication Revolution: pictographs, carved on stone, too heavy to move,[object Object],2nd Information Communication Revolution: alphabets, paper, wax, uniform language across large distances; printing press,[object Object],3rd Information Communication Revolution:  information transferred through waves and electronic signals,[object Object]
Marketing for Small Business
Email,[object Object],Marketing,[object Object],Digital,[object Object],Networking,[object Object],Social,[object Object],Media,[object Object],Partners,[object Object],PR,[object Object],Advertising,[object Object],Internal,[object Object],Brand,[object Object]
Marketing Concepts,[object Object], ,[object Object],Segmentation,[object Object],Targeting,[object Object],Positioning,[object Object],Needs,[object Object],Wants,[object Object],Demand,[object Object],Offerings,[object Object],Brands,[object Object],Value and satisfaction,[object Object],Exchange,[object Object],Transactions,[object Object],Relationships and networks,[object Object],Channels,[object Object],Supply Chain,[object Object],Competition,[object Object],Environment,[object Object],Marketing programs,[object Object]
Key Processes,[object Object], ,[object Object],Indentify opportunity,[object Object],New Product Development,[object Object],Attracting customers,[object Object],Customer retention and loyalty building,[object Object],Order fulfillment,[object Object]
Core Marketing Principles,[object Object],The centre of all marketing planning are the customers, the competition and your suppliers.,[object Object],Apply segmentation to your market and go after the promising segmentation,[object Object],For each target market, research needs, perceptions, preferences and buying processes,[object Object],Win by carefully defining, creating and delivering a superior value promise.,[object Object]
Why is Marketing important?,[object Object], ,[object Object],Marketing must play lead role in developing business strategy,[object Object],“A company has only two basic functions: innovation & marketing” – Peter Drucker,[object Object],Marketing senses people’s unfulfilled needs and creates new and attractive solutions – iTunes – in some circumstances, marketing senses needs that consumers haven’t even thought of as a need.,[object Object]
Analysis Of Historical Data,[object Object], ,[object Object],To know where you’re going, look where you’ve been.,[object Object]
Market Trends & Consumer Insights,[object Object], ,[object Object],Power has shifted from suppliers to consumers – why?,[object Object],What is your market worth?,[object Object],Is it increasing or decreasing?,[object Object],What is your share worth? Locally? Nationally?,[object Object],What is a trend?,[object Object],	Local trends,[object Object],	Megatrends,[object Object],Trend change is becoming faster – how do you stay on top of them?,[object Object],What is a consumer insight?,[object Object],	Example: Golden age spending,[object Object]
Competitor Analysis,[object Object], ,[object Object],Why analyse your competitors?,[object Object],Benchmarking,[object Object],	Definition,[object Object],Direct & Indirect competitors,[object Object],SWOT Analysise,[object Object]
Establishing Business &,[object Object],Marketing Objectives,[object Object], ,[object Object],What are your business objectives?,[object Object],What are your marketing objectives?,[object Object]
Homework,[object Object], ,[object Object],Detail your top five business objectives,[object Object],[object Object]
For the next 5 yearsCompetitor Analysis,[object Object],[object Object]
SWOT analysis of one competitorMarket Trends,[object Object],Consumer Insights,[object Object]
People trust 'real friends' for recommendations,[object Object], ,[object Object], ,[object Object], ,[object Object],http://www.helphive.com/business-central/tag/customer-recommendations/,[object Object]
Week Two,[object Object], ,[object Object],Review,[object Object],Market Research,[object Object],Brand Pillars,[object Object],Value Proposition & Brand Values,[object Object],Mission Statement,[object Object],Competitive Advantage,[object Object],Target Markets,[object Object],Bullseye Customers,[object Object]
Market Research,[object Object],What is market research?,[object Object],Organised effort to collect data about markets or customers, includes social or opinion research to gain insight to support decision-making.,[object Object],Why do market research?,[object Object],Gain Insight. Support Decision-Making.,[object Object],Save Money.,[object Object],What can you find out?,[object Object],Market information. Market segmentation. Market Trends.,[object Object],How?,[object Object],Risk analysis. Competitor analysis. Mystery Shoppers. ,[object Object],Customer analysis. Product research.   ,[object Object],Other areas of note.,[object Object],Choice modeling. ,[object Object],A/B testing.,[object Object],Advertising tracking.,[object Object]
Market Research,[object Object],Exercise,[object Object],Pick one business.,[object Object],What would be some of the useful data we could collect about that business?,[object Object],How would we collect it?,[object Object],What benefits would it make to us by knowing that information? What future decisions would benefit?,[object Object],List 10 questions we’d like to ask.,[object Object],What tools can we use for market research?,[object Object]
Market Research,[object Object],Tools for Market Research,[object Object],Printed questionnaires.,[object Object],Online surveys – www.SurveyMonkey.com,[object Object],Polls,[object Object],BizStats.com,[object Object],Economy.com,[object Object],One-to-one interviews,[object Object],Phone interviews,[object Object]
Why is a strong brand important?,[object Object],Multiple Reasons,[object Object],Value – brand value is vital,[object Object],Repeat Business,[object Object],Recommendations,[object Object],Better performing vs. competition,[object Object],Higher price,[object Object],Marketing becomes more effective,[object Object],What brands do you continue to engage with every day?,[object Object]
Brand Pillars,[object Object],What are brand pillars?,[object Object],Three (or four) core words (or very short phrases) that sum up your business. The words should be emotive and abstract, rather than static and specific.,[object Object],Why do I need brand pillars?,[object Object],Set the tone for the business. Builds a platform for future marketing. Helps communicate to staff and clients.,[object Object],How do I work out my brand pillars?,[object Object],Staff Workshop? Talk one-on-one to close customers.,[object Object],Avoid,[object Object],Generic words. Over-used phrases.,[object Object],Look for emotive words. Concepts rather than specifics.,[object Object],TwoCents Brand Pillars,[object Object],Ingenuity.,[object Object],Method.,[object Object],Perspective.,[object Object]
Brand Pillars,[object Object],Exercise,[object Object],If my business was a…,[object Object],Car,[object Object],Actor/,[object Object],Actress,[object Object],Band,[object Object],My,[object Object],Business,[object Object],Item Of,[object Object],Clothing,[object Object],Holiday,[object Object],Destination,[object Object],City,[object Object],Piece Of,[object Object],Furniture,[object Object],Night Out,[object Object]
 Value Proposition & Brand Values,[object Object],What is your value proposition?,[object Object],The quantifiable benefits that your organisation making an offer promise to deliver. These can often be referred to as brand values.,[object Object],Why do I need brand values?,[object Object],A stronger sense of what your organisation has/will offer to clients from goods to service,[object Object],How do I work out my brand values?,[object Object],Just list all the things you want your organisation to promise.,[object Object],Target,[object Object],More detail. Don’t be afraid to include ‘big’ promises.,[object Object],Evolving list.,[object Object]

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Editor's Notes

  1. Who might Tweet if they lived in the modern age?