score - marketing toolbox
TRANSCRIPT
Marketing ToolboxWhat’s Right for Your Company?
Barbara Shuck, FSMPS, CPSMWilson & Company, Inc., Engineers & Architects
[email protected]@barbarashuck
Who Are We?
• What types of businesses do we have here?• Are they B2B or B2C?• What would you say is your marketing level?
– Beginner, Intermediate, Guru
• What’s working well for your business?• What are you hoping to learn from this session?
Marketing Mix: the 4 (7) P’s
Product
• What is the need that is creating this opportunity?• What does the customer want?• How and where will it be used?• What size(s), color(s) and so on should it be?• What is it called?• How is it branded?• How is it differentiated versus your competitors?
Price
• What is the value of the product or service to the buyer?
• Are there established price points?• Is the customer price sensitive?
– Will a small decrease in price gain you extra market share?
– Or will a small increase be indiscernible and so gain you extra profit margin?
• How does your price compare with your competitors?
Promotion
• Where and when can you get across your marketing message to your target market?
• How will you reach your audience? Advertising, TV, radio? Using direct mail? Through PR? On the Internet?
• When is the best time to promote? Is there seasonality in the market?
• What is the factual argument for why you are superior?
Place
• Where do buyers look for your product or service?
• If they look in a store, what kind?• Do you need to use a sales force?• What do your competitors do, and how can you
learn from that and/or differentiate?
People
• What is the company’s philosophy about customer service?
• What are the company’s practices for recruiting and training the right staff to create competitive advantage?
• What is the customer experience with your staff, considering it’s what they can see and interact with in service delivery?
• How is the phone answered, questions responded to, face-to-face interactions conducted?
Process
• How are your services delivered?• What is your firm’s philosophy about quality
control?• How do you handle customer complaints,
identify customer needs and requirements, ordering, etc.?
Physical Evidence
• Where is the service being delivered from?• How is your company distinguished from your
competitors?• Can you charge a premium price for your
service?• How do you create a positive experience for
your customers?
In short…..
Know
Like
TrustPick or Choose
Repeat
Marketing Resources
• www.ama.org• Outside In, The Power of Putting Customers at the Center of Your Business, Harley
Manning, Kerry Bodine• The Collapse of Distinction, Scott McKain, www.scottmckain.com• Getting to Yes, Roger Fisher and William Ury• The Mackay 66 - www.harveymackay.com• Little Red Book of Selling, Jeffrey Gitomer• How to Win Friends and Influence People, Dale Carnegie• The Medici Effect, Frans Johansson • Built to Last, James Collins and Jerry Porras• What they Don’t Teach You in Sales 101, Steven Drozdeck, Joseph Yeager, Linda
Sommer• The Trendmaster’s Guide: Get a Jump on What your Customer Wants Next, Robyn
Waters• First, Break All the Rules, Marcus Buckingham and Curt Coffman• www.Fastcompany.com
Marketing Toolbox
Traditional Digital
Social
Marketing Toolbox
Traditional Digital
Social
Traditional Marketing Toolbox
• Print ads• Catalog• Brochures• Direct Mail• Telephone• Trade
Shows• Customer
Service• Billboard• Warranty
• Events• Television
Advertising• Radio• Specialty Items• Business
Cards• Public
Relations• Door Hangers• Response
Cards• Presentations• Coupons
• Product Demos
• Network• Service
Delivery• Direct
Sales• Point-of-
Sale Displays
• Expos• Loyalty
Program• Packaging
– Vehicles– Attire
• Earned Media• Tearpads on
bulletin boards
Traditional Resources
• The Fusion Marketing Bible, Lon Safko• Printing Companies (Brick and Mortar and
online)• Vistaprint• Fedex/Kinkos• Walgreens• Advertising Firms• Marketing Consultants• Barter – friends with professional benefits
Marketing Toolbox
Traditional Digital
Social
Digital Trends
https://www.youtube.com/watch?v=l_Ei7CxXwuo
Digital Toolbox
• Website– Mobile
Optimized– Questions– Electronic
Directories– Specials
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Mobile• Email
• Publishing• Wiki• Podcast• Rich Site
Summary/Really Simple Syndication (RSS) (Aggregator)
• Blogs• Ad Words• Videos• Apps• Google Places• Google Alerts• Texting• Ebay & Etsy• Reviews (Yelp,
Google+)• “Walk the Web”
• Google Merchant Center
• Amazon Local
Digital Resources
• www.ContentMarketingInstitute.com• www.Hubspot.com• www.ConvinceandConvert.com (Jay Baer)• www.wordpress.com• www.Weebly.com
Social Media Toolbox
• What are your social media practices?
• How do you measure results?
Marketing Toolbox
Traditional Digital
Social
Social Toolbox
• Forums• Social Networks
– Facebook– LinkedIn– Twitter
• Blogs• Video Sharing
(Youtube)
• Photo Sharing (Pinterest)
• Gaming• Virtual Worlds• Just Answer, Blurtit,
All Experts
Social Media Metrics
Facebook LinkedIn TwitterPostsImpressionsEngagementLikesPost Reach
FollowersImpressionsUnique (daily)ClicksLikesCommentsSharesFollowers AcquiredEngagement %
TweetsFollowingLikesTweets/MonthImpressionsProfile VisitsMentionsNew FollowersTotal Followers
Positional Metrics vs. Relational Metrics
Digging Deep: LinkedIn
Barbara’s LinkedIn Profile
LinkedIn Profile Must Haves
• Professional Picture• Unique Headline• Summary• Experience• Company Page• Education• Certifications• Volunteer Experience• Skills – YOU select them
• Websites• Honors & Awards• Causes You Care About• Organizations• Languages• Publications• Courses• Advice for Contacting
You• Recommendations
LinkedIn - Company
Wilson & Company LinkedIn Page
Flip Chart ReviewWhat?
So What?Now What
Marketing – is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
- American Marketing Association