marketing on a mission
Post on 08-Jul-2015
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Marketing on a Mission
Three touchstones
Creating a match between your business and your market.
Mission
Traditional standards still hold:
• What business are you in – for your customers
• Motivational for all stakeholders
• Unique to your business and plays to your
strengths
• Credible now, future capacity
“Business should start from a good mission”Peter Drucker
Marketing 3.0Kotler, Kartajaya, Setiawan
• Authentic• About change, transformation and making a
difference• Simple, to allow for flexible business scoping
• “Small ideas that make a big difference”
“Business should start from a good mission”Peter Drucker
We help people trade practically anything on earth
To organise the world's information and make it universally accessible and useful
Currently credible
Future capacity
Outward looking
Unique strengths
We help people trade practically anything on earth
To organise the world's information and make it universally accessible and useful
Authentic Transformative Simple & Flexible
Vision
• Long term shareholder value requires vision of sustainability
• Satisfy all stakeholders in your “ecosystem”• Expresses confidence in ability to deliver mission• Gives resilience to plans• Distinctive and specific• 5-10 years away – timed
“The mental model of the future is the corporate vision”Collins and Porras
Giving vision a bad name…
“To develop, deploy, and manage a diverse set of scalable and strategic knowledge management tools to serve our customers, improving the possibility of overall satisfaction among our diverse customer profiles.”
“The mental model of the future is the corporate vision”Collins and Porras
John F Kennedy“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to the Earth.”
“The mental model of the future is the corporate vision”Collins and Porras
What is your business going to look like…… and how are you going to know?
“The mental model of the future is the corporate vision”Collins and Porras
Values
Giving values a bad name…
• Communication• Integrity• Respect• Excellence
• “America’s most innovative company” for 6 years
“Most values statements are bland, toothless or just plain dishonest.”
Patrick Lencioni
Ethical
business
Sustainable
business
Empowered
customers
Shared Values =
Shared Value
(not just
Shareholder Value)
“A brand needs to be good at something that is good for people.”
Edwards and Day, Brand Passion
An inspiring belief
• Persil believes that dirt is good!• Integrity, optimism, care• Let your kids learn about the world,
experiment and have fun• Values driven and evidence based• Underpins sponsorship around the
world – an active belief
“A brand needs to be good at something that is good for people.”
Edwards and Day, Brand Passion
• “Cadbury wants children to eat two million kg of fat – to get fit!”Get Active, 2003
• Pizza Hut – unlimited free saladPopular on savings sites – but it’s still pizza
• Colgate Smile – social sharing, mobile apps, widgets, Flickr group
A good fit?
Authentic values
• It’s not necessarily what you do but how you do it.• Think about what you are not.• “The code by which your brand lives”.• Dig deeper – how are you going to express those
values in your business?• What compromises would you make – under what
circumstances?
Mission/Purpose
Vision
Values
To make natural, delicious food and drink that helps people live well and die old
To become the earth’s favourite little food company
Be natural, entrepreneurial, responsible, commercial, and generous
Surprise, surprise!
ValuesHarnessing
for competitive advantage
• Small, local independent coffee shop business
• Faced with competition from big global brands
• Lower budgets
• Lower brand awareness
What do they do?
• Find like-minded competitors…
• Identify shared values…
• Find common ground that can strengthen these…
• Whilst maintaining their own points of difference…
• And, indeed, capitalising on them!
Thank you
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