Vision Mission CV

Vision

Mission

Goals

Core

Val

ues/

Prin

cipl

es

Marketing 101 The Refresher Course

•Vision• Where are you going?• Clear vision of the future• Helps decision making• The essence of your organization• Your future position in the marketplace• A goal worth stretching for• Bold, challenging, exciting & inspiring

•Mission• Who you are now• What you do• Who you serve• What needs you fulfill• What you stand for• Your purpose for being• A precise statement

Vision and Mission Statements

•Should be SMART• Specific• Measurable• Attainable• Realistic• Tangible

•Why are they important?• Strong motivational statements• Build consensus• Solidifies an organization• Creates an image for clients• Becomes a rally cry

Vision Statement ExamplesTo provide a fast, fun and friendly environment for our guests.

To make a contribution to the world by making tools for the mind that advance humankind.

Is focused for the target audience (clients / customers, constituents, employee, shareholders, etc.)

Written in clear and simple terms

Represents the collective thinking of the executive management team

Resonates within the entire organization

Is memorable and easy for anyone to articulate

Inspires and evokes the passion of the organization’s purpose

Good GreatGreat Mission Statements

Great Mission Statement

To ensure a stress-free rental experience

by providing safe, dependable vehicles

and special services designed to win customer loyalty.

• Why You Are Unique• What You Do

• Who You Serve

• What Needs You Fulfill

• What You Stand For

• Passion & Purpose For Being

Vision vs Misson

VisionTo be the preferred shopping choice for middle America

MissionTo be our customer's first choice for affordable fashion

and quality as we enhance the quality of her life by being Bigger, and Bolder.

SWOTTStrengths Weaknesses

Opportunities Threats

Trends

Marketing StrategiesPorter Generic Strategies• Cost leadership (low cost)

• Product Differentiation• Market Segmentations

Market Dominance• Leader

• Challenger• Follower• Nicher

Innovation• Pioneer

• Close Follower• Late follower

Warfare• Offensive• Defensive• Flanking• Guerrilla

Aggressive• Scarcity • Relationship

• Undercover • Cause• Alliance • Reaction

• Growth

Research 101

•Focus Groups•Internet searches•Secret shoppers•Competition analysis•Surveys/interviews•Test markets

Return on Investment (ROI)

•Measure, Measure, Measure•Keep detailed records•Always ask new client where they came from•Reassess advertising plan with ROI records

Branding• Not just your logo

• Everything you do everyday

• Follows your vision and mission

• Follow your graphic standards—the more you do, the more power your brand will have

• Fonts, colors, images all must follow your brand

• Creates a strong association in the mind of your customer

Branding Your Company• Name of your business

• The best name for a business is one customers can easily remember and is associated with what you do

• All copy and messages must be consistent with your brand image

• Less is more!

• Words that give a good feeling about your business

• Tag line—Examples

Brand Aid

Do You Have a Marketing Plan?•Vison, mission, core values•Market analysis/competition analysis•Target market designation•Product development•Packaging , branding and design•Print, design and web plan•Budget and plan

•Marketing strategy•Reasonings & Methodology•Marketing Calendar•Internal communications plan•Internal & external voice•Literature plan•PLAN FOR USING THE PLAN!

Advertising vs Marketing•Marketing is the research and planning• What are you going to do?• How are you going to do it?

•Advertising is the action• Put it in front of your customer• Great message• Make it pleasing

Marketing vs Sales•Marketing is the research and planning• How you reach your potential customers• The messages

•Sales is the conversion• Turning leads into customers

•Both must work in tandem•One cannot be successful without the other•Everyone must be on board

6 Principles of Marketing

Investigate Solve

Develop Plan

Create Apply

Investigate

•Who is your competition?•What are they doing?•What do you do different/better?•What is your business focus?•Where are your customers?•How much does your product cost

compared to your competition?

Solve

•How will you differentiate your product to your customer?•What will your message be to your customer?• Might there be several different customer types with differing messages?

•What is the best way to get in front of your customer?•How do you move things to the left in your SWOTT?•What is the best type of marketing for your business?•Are your ideas attainable goals?

Develop•Create a budget with a good marketing mix•Write copy that gets attention (a call to action)•Create brand standards for your logo and ALL collateral•Create internal communications plan•Research and write a tag line•Decide on offers/specials•Write reasonings & methodologies•Decide how many different campaigns you will use• Dependent on market segment and consumer differentiation

Plan•Research and finalize any Trademarks•Create 6 or 12 month budget and plan of action•Create a customer organization/procedure chart•Create ROI tracking protocol•Organize, organize, organize•Create a literature matrix for complex sales tools•Communicate with all sales staff

Create•Decide on color pallet and STICK TO IT!•Less is more•Think outside the everyday•Get inside the consumer’s brain•Use compelling imagery•Repeat, repeat, repeat•Be witty, creative, funny, interactive, helpful, friendly

Color psychologyBlackAuthority and power, stylish and timeless, implies submission, can also be overpowering, or seem aloof or evil. WhiteInnocence and purity, reflects light, clean, neutral, and goes with everything, shows dirt, implies sterility. RedEmotionally intense color, stimulates a faster heartbeat and breathing, the color of love, gets noticed, valor, appetite stimulant, heartiness, will attract attention. Red is an extreme color, not good for negotiations or confrontations. PinkRomantic color, tranquilizing, feminine, soft, delicate or sometimes weak.

BlueSky and the ocean, justice, vigilance, loyalty, and productivity. Blue is a popular color, opposite reaction of red. Peaceful, tranquil, produce calming chemicals, can be cold and depressing, unappetizing. GreenNature. It is the easiest color on the eye and can improve vision, calming, refreshing, relaxing, represents fertility. Dark green is masculine, conservative, and implies wealth. YellowCheerful sunny, attention getter, optimistic color, enhances concentration, speeds metabolism. Tends to aggravate temper. It is the most difficult color for the eye to take in, can be overpowering,. PurpleRoyalty, luxury, wealth, sophistication, feminine and romantic. Can be considered artificial. BrownSolid, reliable earthy, nature, masculine, can also be sad and wistful. Light brown implies genuineness.