think different about marketing | ed field - digino
DESCRIPTION
Enterprise Ireland - eMarketing Event - Galway - July 2013TRANSCRIPT
Think different about marketing?
Challenge
core communications +
reach =
marketing engine
Your company cannot achieve its full potential without an excellent
marketing engine.
Now the opportunity & threat has been hugely magnified.
Essential to re-think and re-craft marketing comms and tactics.
Is excellence in marketing as important as excellence in product, service,
people and finance?
core communications +
reach =
marketing engine
It is your pitch and your personality fully brought to life in all your
communications +
+
A set of market tactics that are proven to reach, and engage those who have a compelling need for your offering.
= marketing engine
Re-developing the engine:
1. Research 2. Purpose 3. Position 4. Pitch 5. Marketing strategy & plan 6. Brand – style & personality 7. Create all copy, images, video 8. Create website, brochure,
PowerPoint etc.
Was that the path you took?
Research The 3C’s. Insights.
Purpose Why does the business exist?
Position What space do you want to own in the prospects mind?
Pitch Craft a simple, short, engaging pitch. All comms will flow from this.
Re-developing the engine:
1. Research 2. Purpose 3. Position 4. Pitch 5. Marketing strategy & plan 6. Brand – style & personality 7. Create all copy, images, video 8. Create website, brochure,
PowerPoint etc.
Reach
A set of market tactics that are proven to reach,
and engage those who have a compelling need for your offering.
Can we use online to generate a
sustained flow of international sales leads for significant projects?
From people who have never heard of
our little company and who usually buy from Cisco?
Can we cut enquiry calls from an average of 20 minutes to 1 minute?
While increasing our enquiry to
booking rate?
With only a website and some digital marketing can you sell a two year,
€12,000, online masters?
To people who have never heard of UL and live 6,000 miles away?
Can we persuade students to choose UL rather than Peen State, Harvard
and others?
Our Irish market has taken a huge hit.
With a website and some digital marketing could we jump into the UK
market?
UK customers coming from Google
Huge opportunity to fire up our marketing engines.
What hold’s us back?
Principles:
Focus
Be true
Be simple
Be persuasive
Be brave
Be remarkable
Thinking different about marketing?
