marketing your business - staying agile in a changing world
TRANSCRIPT
MARKETING YOUR BUSINESSSTAYING AGILE IN A CHANGING WORLD
STRATEGY MARKETING MIX
ONLINE TACTICS
ARE YOU PUTTING THE CART BEFORE THE HORSE?STRATEGY FIRST, THEN TACTICS.
HUH?
1. BUSINESS STRATEGY • increase revenue in off-season
2. BRAND STRATEGY • exceed your expectations • you’re one of the family
3. MARKETING STRATEGY • build relationships & referrals • bundle products with services
4. ONLINE STRATEGY • seasonal blog & social media posts • easy online bookings • offers via regular e-newsletters
SHOW ME AN EXAMPLE…
YOUR MARKETING PLAN
1. OBJECTIVES
2. BRAND POSITIONING • our core values • key differentiators (USPs)
3. MARKET RESEARCH • sectors, trends, issues, growth potential • customers, competitors, associates • market position of our products & services
4. MARKETING MIX
5. ACTION PLAN
LESS IS MORE.
IN SURVIVAL MODE?YOUR OBJECTIVES MIGHT BE…
Objectives 1. Get more
customers
2. Keep existing customers
3. Get more revenue from existing customers
WHY PLAY SAFE?
Objectives 1. Be known as the best in our area
or specialism 2. Get customers to sell for us
(more referrals) 3. Reduce admin time/costs 4. Convert more enquiries to sales/
bookings 5. Attract & retain good staff 6. Get industry accreditation or
increase learning/development 7. Add value with a view to selling
business 8. Boost the fun factor!
YOUR MARKETING PLAN
1. OBJECTIVES
2. BRAND POSITIONING • our core values • key differentiators (USPs)
3. MARKET RESEARCH • sectors, trends, issues, growth potential • customers, competitors, associates • market position of our products & services
4. MARKETING MIX
5. ACTION PLAN
✔
WHY
HOW
WHAT
BRAND STRATEGYHOW DO YOU TALK ABOUT YOUR BUSINESS?
We make widgets
We provide a mobile accounting service
We run a pet boarding facility
WHAT DO YOU DO?
We use the latest production techniques
We come to your home or workplace
Our kennels are clean and in a lovely setting
HOW DO YOU DO IT?
Our widgets let you do amazing things
We help make peoples’ lives easier
We love pets and want them to be happy
WHY DO YOU DO IT?
WHAT
HOW
WHY
BRAND STRATEGY
“People don’t buy WHAT you do, they buy WHY you do it”
Simon Sinek
We love pets and want them to be happy, so…
…we provide a lovely setting with lots of care and attention from
qualified, friendly staff…
… to care for, nurture and pamper your pet when you’re away for work or leisure.
WHY > HOW > WHAT
WHY ARE YOU IN BUSINESS?
?
HOW DO YOU DO THINGS?
• always go the extra mile • put passion into everything we do • listen, respond, act • keep a smile on our face • care about details • look after & develop our people • make things as easy as possible • take a sustainable approach • educate & promote pet welfare • (etc)
?
WHAT DO YOU DO?
• someone to look after my pet • reassurance and security • value for money • convenience
?PROVIDE ANSWERS TO NEEDS…
YOUR MARKETING PLAN
1. OBJECTIVES
2. BRAND POSITIONING • our core values • key differentiators (USPs)
3. MARKET RESEARCH • sectors, trends, issues, growth potential • customers, competitors, associates • market position of our products & services
4. MARKETING MIX
5. ACTION PLAN
✔
✔
WHO ARE YOUR CUSTOMERS?MARKET DEMOGRAPHICS ARE USEFUL… BUT NOT VERY.
Let’s try looking at ‘personas’ instead…
THE OWNER WHO BELIEVES THEIR PET IS HUMAN.
1PERSONA
THE FANATIC.
2PERSONA
THE RELUCTANT OWNER.
3PERSONA
THE LONER.
4PERSONA
THE ACCESSORISER.
5PERSONA
THE REALIST.
6PERSONA
21 3
54 6
WHAT MOTIVATES EACH OF THEM?
cost/value
convenience
managing risk
attention to detail
quality of care
staff friendliness
sustainable approach
location/setting
excitement/variety
reputation
high tech extras
guilt!!!
REMEMBER, YOU WANT TO ADDRESS THEIR NEEDS
YOUR MARKETING PLAN
1. OBJECTIVES
2. BRAND POSITIONING • our core values • key differentiators (USPs)
3. MARKET RESEARCH • sectors, trends, issues, growth potential • customers, competitors, associates • market position of our products & services
4. MARKETING MIX
5. ACTION PLAN
✔
✔
✔
OFFLINE CHANNELS
ONLINE CHANNELS INDUSTRY LINKS ONLINE MARKETING MOBILE APPS
SEO E-NEWSLETTERS ONLINE TOOLS
WEBSITE SOCIAL MEDIA EMAILS
ONLINE CHANNELS
WEBSITE YOU TUBE EMAIL SIGNATURE
FACEBOOK TWITTER GOOGLE BUSINESS
KEEP A CONSISTENT APPROACH
ONLINE CHANNELS ADD VALUE - BUILD BRAND AWARENESS
BRANDED FACEBOOK MEMES
GIVING AWAY FREE INFORMATION
WEBSITE HEALTH CHECK
1. Device compatibility
2. Social media integration
3. Navigation
4. Content relevance
5. Content freshness
6. SEO performance
7. Conversion rate
8. Branding
9. Design
10. Competitiveness
IN SUMMARY…
1. Define your strategy: WHY, HOW, WHAT
2. Know WHO your customers are
3. Choose the right marketing mix
4. Continue to review & refresh your online presence
AND FINALLY… KEEP ON YOUR TOES.
