Welcome

Introduction

What do you hope to learn in the next 3½ hours?

Burning issues?

Opportunity to network

Have fun!

Setting your business & marketing goals

Knowing your customers better

Improving your offer – things that count

Measuring your growth and success

Main Topics

Business Goals & Marketing Goals

What are your business goals?

Possible Business & Marketing Goals

Improve sales by % or $

Increase customer numbers

Increase profitability

Expand services

Expand to a new market/area

ACTIVITY

Write down your business goals Page 2

Matching Business Growth with Marketing Success – FIVE Areas of SUCCESS

Market Research

Customer Segmentation

Meeting Customer Needs

Branding & Communication

Monitoring & Evaluation

Page 3

1. What is Marketing Research?

The process of gathering and analysing information to help identify and define marketing opportunities and problems,

as well as generate sales

Pamela Wakefield-Semmens

What Sort of Research Should I Do?

Demand for new product and service

Preference & needs of customers

Size of market or pool of potential customers

Competitor research

You can use this information to develop your SWOT analysis (Page 7)

Your Research Needs

ACTIVITY

What information will you need to meet your business objectives?

How are you going to find this information?

Page 7

2. Segmenting Your Customers

What are the different groups of customers that you have?

Which customers are your most profitable?

Who are your dream, cream & bread & butter customers?

Is there a group of potential customers missing?

Customer Segments

ACTIVITY

Complete the exercise on Customer Segments & Profitability

Complete the worksheet on Cream, Dream & Bread and Butter Referrals

Pages 10-11

3. Matching to Customers

Product – how can you improve for a better match?

Price – what is important to each customer group?

Place – are there new ways you can better service customers e.g. online sales?

Promotion – what methods suit each group?

How can you better match what you do to meet customer needs?

Getting a Good Match

PRODUCTPRICEPLACEPROMOTION

to better match your target customers?

ACTIVITY

Review your marketing mix. How can you improve:

Page 12

4. What is a Brand?

A brand is more than just a logo, advertising slogan, product or service. It

encompasses how you manage your customer relationships and how you are

perceived as a business

Your Brand

ACTIVITY

Quick Brand Check

Review your Image, Packaging, Presentation

Pages 16-18

5. Monitoring and Evaluation

Monitoring Your Marketing Activities

Evaluate Effectiveness and

Impact on Business

Evaluation

Financial Performance Measures

Sales Performance Measures

Specific Marketing Performance Measures

Business Performance Measures

Marketing Budget

Page 21

Monitoring & Evaluation

ACTIVITY

How will your business look if your marketing is successful?

How will you monitor your marketing activities?

What measurements are you going to use to evaluate performance?

Pages 19-20

Planning after the Workshop

If you would like to formalise your marketing and business plan, you can

use the template in the back of the workbook to document your ideas and

strategies more completely.

Small Business Mentoring Service

Business mentors help you to identify a clear direction for you and your business.Business mentors can also advise you on how to:

conduct market researchprice and/or cost your products or servicesdevelop an effective marketing strategyuse other business management tools

To arrange a session with a business mentor go to:

www.sbms.org.au

Discussion and Questions

Thank you for attending

Check outbusiness.vic.gov.au/workshops

for more workshop information