Marketing Presenter: Jenne Meyer Challenges 5 minute discussion on what your challenges are Marketing
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“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of idea, goods, and services to create exchanges that satisfy individual and organization goals.” (AMA)
In order to service both buyers and sellers, marketing seeks:
“A Brand is a name, term, symbol, sign, or design, or a combination of them, intended to identify the goods or services of one seller to differentiate them from goods or services for the competition.” (AMA)
Is the unique combination of benefits received by target buyers that include:
* Cannot have all 3
The benefits or customer value received by users of the product or service:
Marketing creates utility by bridging space (place) and hours(time) to provide products (form) for consumers to own and use (possession)
WIFM - Marketing yourself. Remember your audience. Tailor messages to your audience (internal and external)
Setting Strategic Direction:What is Important?
Guidelines for an Effective Marketing Plan:
Implementing a PlanPresenter:Shelley Beere
1. Define an objective
What do you want to accomplish?
Tips of the TradeFocus and prioritize what you want to accomplish. Every plan should have it’s own singular objective.
2. Define your target audience
Who should you be talking to in order to meet your
Tips of the Trade With limited resources, it’s important to focus and prioritize your target audiences to just a few.
3. Where is the best place to reach your target?
Where do they hang out?
Tips of the Trade Think of locations where target audience density is highest.
4. When is the best time to reach your target?
When is your target most
interested in your message?
Tips of the TradeFocus your communications during peak times when your target audience is most likely to listen.
4. What is the best medium to use to communicate with them?
Tips of the Trade Select mediums based on who your target is and where/when is the best time to reach them.
5. What is the message you want to communicate with them?
resonate with your target
audience. Utilizing the right
time, place, and medium
means nothing, if you’re not
saying the right thing.
Tips of the Trade If you don’t know what to say or how your target audience feels, conduct informal research and find out.
6. Brainstorm strategies and tactics to meet your objective.
Various ways in which you
can meet your objective.
How, specifically, you are
going to implement that
Awareness Month to
Tips of the Trade Brainstorm lots of ideas; then edit. Keep your target audience, best time, best place, and medium in mind.
Motorcycle Safety Program.
2. TARGET AUDIENCES:
3. BEST PLACE TO FIND TARGET:
Awareness Month to
Partner with other motor-
cycle organizations to
maximize support and
help raise money.
Definition: A non-paid form of publicity
Little bit of effort. Big results.
Tips of the Trade All promotional tactics should be supported by public relations or another type of medium.
Want to get names and news from your business in
the local newspaper? It may be easier than you think.
Don’t have news to report? Create some and write a
press release about it:
Tips of the Trade Submit press releases to local penny-savers and weeklies. They typicallywill publish business news of this sort.
Create a Public Service Announcement
and get free air time on radio or television.
PSAs are “non-commercial” announce-
ments prepared to provide information to
Non-commercial: information that benefits
Its intended audience, rather than the
company that created it.
PSAs are used by organizations to:
Tips of the Trade Non-profit organizations and/or non-commercial materials can utilize alternate sources for low-cost PSA production.
Partner with another organization and co-sponsor a
cause-marketing campaign to increase motorcycle
safety awareness nationwide and raise money.
Attract the attention of the
media or your target audience
by staging a special promotional
Tips of the Trade Your event should tie directlyto your objective and the target audience you are trying to reach.
Everyone loves to get free advice.
Tips of the Trade By personally connecting with motor-cycling groups and enthusiasts, your business will create good will, positive word of mouth, and form partnerships that will help you down the road.
Tips of the Trade Strengthening relationships via charitable donations or actions, will have a positive effect on your business.
Find a contest theme that tiers into your business and
offer a desirable or unique item as contest prizes.
People love to receive “Free” items,
especially items they can use to gain
knowledge or improve their lives.
Once you begin establishing a
committed clientele, gather their
names on a mailing list.
The Planning Process:10 Steps to Implementing your Plan
Define your objective and target audience
5) Compile Target Audience ListsCreate an up-to-date mailing/e-mail list of your target audience (both current targets and prospects)
6) Research Gather info to put your plan into action. Interview target audiences. Write press releases. Research locations to hold an event. Research co-sponsors.
7) Prepare/PlanMake necessary arrangements to execute the plan; create a detailed schedule w/ action items and deadlines.
8) Contact/InformSend press releases to media contacts and/or appropriate communications to target audiences.
9) Follow-upBased on interest, follow-up on media contacts and target audience communications. Provide support information (if needed).
Execute and Follow-through Execute the tactic and evaluate the results.