Vision Statement

Value Statement

SWOT

Mission Statement

Culture

Stakeholder Values

Shareholder Values

SW

Internal Assessment

OT

External Assessment

Long Term Objectives

Tactics & Goals

Financial Projections

Strategic Analysis & Choice

Strategic Plan

CSF, Controls & Evaluation

THE 4 P’s OF MARKETING

Issues… with the 4P’s

►Outsourcing Product Development

►Predatory Pricing

►Price vs.Value

►Evolving Marketplace

►Declining Brand Loyalty

How Do We Go Beyond the 4P’s?

SAY HELLO to…The Four R's

Successful marketing campaigns in today’s economy need to go beyond the Four P's of

marketing, and capitalize on the Four R’s…

ProducProducttPlacePlace

PricePrice

PromotionPromotion RelationshiRelationshipp

RetrenchmentRetrenchment

RelevancRelevancyy

RewarRewardd

SAY HELLO to…Relevancy

Relevancy: ►Identify and Retain Customers

►Become a Trusted Source of Information

►Intelligently Targeted Products & Services

►Small Businesses have the advantage

►Customer Relationship Management

- The Mackay 66

The Mackay 66

Customer Profile 66 Questions

www.harveymackay.com

SAY HELLO to…RelationshipRelationship:

►Delight the Customer

►Touch Points

►Meet Wants & Needs

►Sell the Experience

- Disney

SAY HELLO to…Retrenchment

Retrenchment:

►Baby Boomers are beginning to retire

►Gen X – Filling the Void

►Generation Y – The Millenials

►Go to your Customers

►Use Technology

SAY HELLO to…Reward

Reward:

►Know your Customer’s Values

►Design Rewards Accordingly

►Rewards Can Be:

Money, Time, Recognition, Fun

Remember the Four R's

ProducProducttPlacePlace

PricePrice

PromotionPromotion RelationshiRelationshipp

RetrenchmentRetrenchment

RelevancRelevancyy

RewarRewardd

SAY HELLO to… Concierge Marketing

As a result, one-to-one marketing will be a must for most businesses. The winners tomorrow will be the companies that figure out how to take steps using personal attention, online and other technologies to improve, enhance, personalize, and deepen customer relationships. This is Concierge Marketing.

"In fact, the age of concierge marketing is ideal for small and midsized businesses. Their flexibility and ability to customize make small businesses especially suited to this style of business -- far more so than the traditional, large Fortune 500 Company." Elliot Ettenberg

Thought

"Smart advertisers are those who set out to win the customer's heart long before he/she needs their product. Their only goal is to be the company that he/she thinks of first and feels the best about whenever their need arises. Smart advertisers make no attempt to predict the moment of the customer's need but buy enough repetition to ensure they will immediately spring to mind whenever such need arises." Roy H. Williams

Remember

Marketing is your face to the world…

Marketing Strategy

Use the SWOT Long-Term Objectives Identify Target Markets Position Yourself Set Measurable Goals Communication

READY

AIMFIRE

Target Market

Demographics Age, Income, Race Zip Code, Sex, etc

Psychographics Likes & Dislikes Motivations Activities

PositioningSegmentation + Differentiation

Demographics + PsychographicsAbility to Buy + Reason to Buy

How you POSITION your product makes all the difference

Branding - What is a Brand

Old-School Branding

Corporate Branding

Branding Defined

A System of Shared Values.

A Promise of expected Product, Service or Experience

Don’t Break PromisesTo Customers

Branding Identity

The outward expression of the brand, including its name and visual

appearance.

The brand's identity is the means of consumer recognition & is the symbol

of the brand's differentiation from

competitors.

1. Coca-Cola, 2. IBM, 3. Microsoft, 4. General Electric, 5. Nokia6. Toyota, 7. Intel, 8. McDonalds, 9. Disney, 10. Google

$67 Billion

$59 Billion

$59 Billion

Branding-Top Worldwide Brands

What Does Your Brand Represent?What is Your Brand Worth?

WHAT WOULD YOULIKE IT TO BE?

Branding

Marketing Communications (MARCOM)

Medium Reach Frequency

Rate CPM = costo per

milleCost per Thousand

THE EXECUTION OF YOUR MARKETING STRATEGY

Relationship Marketing

Direct Selling Public

Relations Promotions Online Advertising

Direct Selling

Best Form of Relationship Marketing

Not Always Possible Directly Engages Customers

Public Relations

Not Paid For Brand Awareness Credibility Events Media Press Releases

Promotions

Give-away POP Events

Online Your Website Industry Sites Blogs Sponsorship Links Video Social

Networking

Advertising

Concept USP Headline Copy Offer Call to

Action

A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.

Donny Deutsch

Advertising Mediums

TV Magazine Newspaper Outdoor Radio Direct Mail POP Displays Internet

Pros & Cons

To Each

Questions…