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Athenium Marketing: Achieving Success in Today's Marketplace

Discover why marketing is essential for Athenium and how it can help us reach our goals. Learn about our product, pricing, place, people, and promotion strategies, as well as our unique selling proposition and desired market viewpoint. Explore our goals and strategies to bridge the gap between where we are now and where we want to be. Get an overview of the marketing activities planned and executed by Amy, our marketing expert. Drop by Amy's cubicle if you have any questions, ideas, or just want to say hi!

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Athenium Marketing: Achieving Success in Today's Marketplace

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  1. Marketing 1012. Why have marketing at Athenium?3. Where are we today?4. Where do we want to be?5. What does Amy do? Amy Westebbe Marketing Ext 6310 awestebbe@athenium.com 75 Third Avenue, 2nd Floor Waltham, MA 02451

  2. Product: What does the product/service do? What are its benefits (efficient, end-to-end) and features (Web-based, pathing, etc)? Compared to our competitors? Price: What price makes us competitive and profitable? Place: Whereand howdo we deliver our products and services? People: (1)What kind of relationships do we have with our customers? (2) What are the skills and expertise of our people? Promotion: What methodsdo we use to communicate the features and benefits to our target customers? Then ask… We know our 5Ps Marketing 101 – The 5 Ps The 5 Ps of the Marketing Mix These are our current defining characteristics.

  3. Understand their goals and objectives Ask: How can we help them remove obstacle to success? Understand motivates them to seek/buy – and what doesn’t Ask: What problems drive them to find a solution like ours? Understand their pain points (FUD) Ask: If we go beyond immediate requests, what are they really asking for? Understand who sees the most value in having that pain removed Ask: Do we know who are our best customers and decision-makers? Then ask… We know our 5Ps + Customers Marketing 101 - Customers What wants and needs can we solve for customers?

  4. 2. Unique Selling Proposition (USP): Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. Ask: What does Athenium stand for? Ask: What makes our business unique? Ask: How will we communicate this with clarity and consistency? We know our 5Ps + Customers + Viewpoint Then Ask… Marketing 101 - Viewpoint How do we want the marketplace to view us? 1.Brand The sum total of all that is known, thought, felt and perceived about us; a promise to achieve certain results, deliver a certain experience and act in a certain way. 3. Positioning The image we want to create in the mind of the customer within the marketplace.

  5. Goals Challenges • Have a well defined brand, UPS and market position • Better visibility and awareness of our solution in the marketplace • Be thought of as a leader in the industry • A lead generation program • Marketing support throughout the sales process The market doesn’t have a clear perception of who we are We’re not very visible in the marketplace Prospects don’t know the level of our product and expertise We need more qualified leads Sales doesn’t have all the tools they need to generate interest We know our 5Ps + Customers + Viewpoint + Goals Then Ask… Marketing at Athenium - Goals Where are we are now, and where do we want to be?

  6. Then Ask… We know our 5Ps + Customers + Viewpoint + Goals + Strategies Marketing at Athenium - Strategies What marketing strategies will help close the gap? • Marketing Mix: Will we need to change our marketing mix to make us more compelling as a product choice? • Communication: What and how should we tell the marketplace about our company and products? • Promotion: What actions will make them aware of us, and move them closer to purchasing from us?

  7. Planning Tactics: Phased-in Approach Defining Our Marketing Mix • The 5 Ps • The market / competition • Brand, USP, Market Position • Benefits and features of Athenium and teamthink • ACE trade show support • Collateral and online content • Claims Product Sheet • Underwriting Product Sheet • Soon: Module Sheets • tbd: White Papers, Case Studies • Determining: Future trade shows & conferences • Identifying: Speaking and editorial opportunities • Web Site development • And More! Developing Strategies • Traditional • Internet and Electronic • Integrated marketing plan Planning / Action We know our 5Ps + Customers + Viewpoint + Goals + Strategies = Marketing at Athenium - Activities What activities has Amy been planning and working on?

  8. You know the company, product and customers. Have questions? Have ideas? Wanna say hi? I’d love to hear what you have to say. Marketing at Athenium – Drop By! Amy’s Cubicle! Just Drop By “It’s not about making them buy; it’s about giving them the opportunity to buy a solution to solve their problem.” -- Stephen Covey, The 7 Habits of Highly Effective People Now let’s close our eyes and think wonderful thoughts while marketing sprinkles fairy dust on our product.

  9. Contacts THANKS! Athenium 75 Third Avenue, 2nd Floor Waltham, MA 02451

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