1. WWW.SOCIALSTAR.COM.AU Marketing

2. WWW.SOCIALSTAR.COM.AU Agenda PART 1: Marketing Overview Break PART 2: New Marketing 3. WWW.SOCIALSTAR.COM.AU Part 1 Marketing Overview What is Marketing? 4. WWW.SOCIALSTAR.COM.AU What is Marketing? 5. WWW.SOCIALSTAR.COM.AU What is Marketing? Marketing is... 6. WWW.SOCIALSTAR.COM.AU What is Marketing? Definition from Kotler textbook an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 7. WWW.SOCIALSTAR.COM.AU What is Marketing? Definition Andrew Ford Every interaction you have with a customer = Perception 8. WWW.SOCIALSTAR.COM.AU 8 The Marketing Process Review and Refine Implementation, Control and Measurement How do you reach your target customers? Your Products Your Customers Feedback Planning 7 Ps 9. WWW.SOCIALSTAR.COM.AU Marketing Mix: 7Ps 10. WWW.SOCIALSTAR.COM.AU 10 Understanding your Product - What the consumer swaps for money - Can be a product or service - Needs to be different from your competitors - Includes tangible and intangible factors - Includes packaging 11. WWW.SOCIALSTAR.COM.AU 11 Understanding your Price - The perceived value compared to perceived cost - Lowest isnt necessarily best - Includes more than just money - Risk - Time - Peer judgment $9 | $11 | $15 |$8.75 12. WWW.SOCIALSTAR.COM.AU 12 Understanding your Promotion - Sales is part of promotion - Traditional media Vs new media - High touch Vs low touch - Branding Vs Sales 13. WWW.SOCIALSTAR.COM.AU Marketing Vs Sales 14. WWW.SOCIALSTAR.COM.AU 14 Understanding your Place - Where does the consumer get your product - Includes website and brochures for services - How does your customer perceive you based on where they buy it? 15. WWW.SOCIALSTAR.COM.AU 15 Understanding your People - What do your people say about your brand? - Every person a customer interacts with is part of the product - For services this is especially critical 16. WWW.SOCIALSTAR.COM.AU 16 Understanding your Process - How do you service the client? - Who does what, when and how - More critical for services - Documentation is paramount 17. WWW.SOCIALSTAR.COM.AU 17 Understanding your Physical Environment - What do your office say about your brand? - If not your office, where your client meets your product - Can you control it? 18. WWW.SOCIALSTAR.COM.AU 18 How to create a Marketing Plan 19. WWW.SOCIALSTAR.COM.AU Marketing Planning 20. WWW.SOCIALSTAR.COM.AU Marketing Planning 21. WWW.SOCIALSTAR.COM.AU 1. Understand Your Products 22. WWW.SOCIALSTAR.COM.AU 22 2. Understand Your Customer - Who is your target market? (Demographic, psychographic) - What pain points are they facing? - What is their ideal state/lifestyle? - Which channels are they hanging out at? - Think of the perfect individual 23. WWW.SOCIALSTAR.COM.AU 3. Understand Your Market 24. WWW.SOCIALSTAR.COM.AU 4. Understand Your Competition 25. WWW.SOCIALSTAR.COM.AU 5. Understand Your S&W 26. WWW.SOCIALSTAR.COM.AU 6. Define Marketing Mix 27. WWW.SOCIALSTAR.COM.AU 7. Communicate 28. WWW.SOCIALSTAR.COM.AU 8. Listen, Measure and Revise 29. WWW.SOCIALSTAR.COM.AU Marketing Exercise 10 minutes create, then present Team 1: Create a SWOT for S&W Team 2: Create a Perceptual Map for S&W 30. WWW.SOCIALSTAR.COM.AU 30 Useful Marketing Tips 31. WWW.SOCIALSTAR.COM.AU Marketing Budget Strategies: Percentage of sales Competition based Outcome driven 32. WWW.SOCIALSTAR.COM.AU 32 Marketing in Big and Small Companies Big company Bigger budget Have a long lasting brand reputation Can afford traditional media (eg.TV) Reach a more larger customer base, Less personal, customized, and targeted Have a multiple brand strategy (e.g. Apple), Economies of scale Small company Less budget Trust issue. Need to build an authentic brand Use more digital media platforms Need more creative approaches to stand out Single products and strategy Cant compete on big scale, 33. WWW.SOCIALSTAR.COM.AU Marketing Forecast Factors to consider: 34. WWW.SOCIALSTAR.COM.AU Marketing Measurement Sales Monthly Budget Number of phone calls Number of appointments Number of deals/sales Revenue Profits Marketing Individual KPI Leading Indicators Outcome Adwords ROI 35. WWW.SOCIALSTAR.COM.AU Final Thought Marketing is about people 36. WWW.SOCIALSTAR.COM.AU Break Time 37. WWW.SOCIALSTAR.COM.AU Part 2 New Marketing 38. WWW.SOCIALSTAR.COM.AU Service Sales Process 39. WWW.SOCIALSTAR.COM.AU How to stand out in a noisy world? 40. WWW.SOCIALSTAR.COM.AU Shout the Loudest 41. WWW.SOCIALSTAR.COM.AU Attract rather than Seek 42. WWW.SOCIALSTAR.COM.AU 43. WWW.SOCIALSTAR.COM.AU 80 million people are Googled every day Ruby Media Group 44. WWW.SOCIALSTAR.COM.AU Change in Thinking Push Marketing Advertising Marketing Ads Google SEM Social ads Push Money Quick and stop Attraction Marketing Branding Networking Content Google SEO Social posts Attraction Effort Slow and continued 45. WWW.SOCIALSTAR.COM.AU Lead people to you 46. WWW.SOCIALSTAR.COM.AU 47. WWW.SOCIALSTAR.COM.AU Personal Branding 48. WWW.SOCIALSTAR.COM.AU Branding Process LeverageUnderstand Build 49. WWW.SOCIALSTAR.COM.AU Essential Brand Assets Tagline Biography Website Photography Social Media 50. WWW.SOCIALSTAR.COM.AU Step 1 - Photography 51. WWW.SOCIALSTAR.COM.AU Step 2 - Tagline 52. WWW.SOCIALSTAR.COM.AU Step 3 - Biography 53. WWW.SOCIALSTAR.COM.AU Step4 Social Media 54. WWW.SOCIALSTAR.COM.AU Step 5 Website 55. WWW.SOCIALSTAR.COM.AU Your Perfect Pitch Four Step Process 1. What is the problem you solve 2. What is the solution to that problem you offer 3. Why you credibility and emotion 4. Whats next 56. WWW.SOCIALSTAR.COM.AU Make An Impact! 57. WWW.SOCIALSTAR.COM.AU Websites www.socialstar.com.au www.andrewford.com.au www.About.me/fordy Connect With Me Social Media LinkedIn : sirford Facebook : andyjford Twitter : @sirford Instagram : sirford Youtube : Andrew Ford Google + : Andrew Ford 58. WWW.SOCIALSTAR.COM.AU Marketing Measurement Metrics