avi marketing mix services
TRANSCRIPT
Does your marketing mix align to your objectives?
How to make smaller budgets work in today’s fragmented channels.
As if your marketing mix…
Product (or service)• Customer needs/expectations• Look, feel, features• Branding, naming, packaging• How and where will it be used• Differentiation
Price• Value add• Established price points• Customer price sensitivity• Discounts• Price comparison to competition
Place• Where customers shop• Type of commerce• Distribution channels• Sales force and
channels• Competitive landscape
Promotion• Marketing messages• Who is audience• Where/when to get to
target • Advertising reach • Timing of promotion
activities• Competitive landscape
…wasn’t complex enough
Have disrupted your traditional marketing model
…and the budget is tight
Sure these venues are close to free, but they require:
…when deployed properly = high returns
Web 2.0 and Social Media…
• Strategy
• Thought
• Copious amounts of human capital
Extend reach to build awareness?
Target the buyers and nurture the learners and shoppers?
Choose the tactics that do the above within your budget and staff availability?
What can you do to:
Revaluate your market plan
SWOT
objectives
strategy
tactics
execution
measurement
vision/mission
The detailed steps
represented by this model progress the team through the planning needed to determine
where to put the time and
dollars.
Simple methods to prioritize budget and time
Customer status Budget Impressions Prospect New Customer Repeat Steady Advocate
Objective % acquire convert retain grow recruit amplify
Web Content 8 x x x x x x
SEO 10 x x
SEM 5 x x
User ContentCommentsMessage boards
1 x x x x x x
Social Media 1 x x x x x x
Trade Shows 10 x
PR Content 20 x
Advertising 20 x x
Media Placement 15 x
List Build 5 x x x x x
Analytics 5
Contact us to find out how we’ve used these methods to help our clients:
• E-marketing Planning and budgeting• Marketing mix roadmap development• Strategies to meet objectives through low cost methods such
as email and social media• Tactical execution by our specialist teams and partners• Competitive research and analysis• Search marketing, content targeting and advertising
Follow us: http://tinyurl.com/AVItwitterVisit us: http://www.aviconsulting.comContact Dominick: [email protected]