Marketing Essentials 2.0How to be a successful marketer By Tom Patty firstname.lastname@example.org
The Big FiveMarketing Basics • TARGET (it all starts here) • Benefit • Value • Process • Growth A process, not a la carte “Ready, aim, fire”
Target The less money, the more targeted The power of the few (20/80 rule) Goal: the highest return on investment Two questions: What do they do? What do they value?
Benefit Volvo Ferrari Target Benefit
Value Value = Benefits divided by cost Only relevant to target Increase benefits/do not reduce cost
Marketing Purchase ProcessFunnel Awareness (100%) Consider (40%) Shop (30%) Intend (20%) Buy (10%) Love (5%) (It’s all about conversion) “Where are your strengths,weaknesses?
Marketing in 3 easy steps • The right person • The right message 3. The right time
Marketing Tools(What job needs to be done?) • Old New Advertising Broadcast Internet Print (Google) Outdoor Mail Collateral Brochures Website
Marketing Tools (con’t) Old New Publicity Press release “story” blogs newsletter social media Promotion “sale” add value
Grow Your Business 1. Get more customers 2. Get more money from customers (What are you going to do that has value to customers?)
How to Grow Your Business(Most bang for buck) • New Products or Services • New Distribution • New Promotion • New Packaging • New Value (What is your plan?)
Resources SCORE seminars, workshops, counseling ecorner.stanford.edu/ (videos) PaulGraham.com (essays) TED.com (videos)
Summary • The Big Five (Targeting) • Purchase Funnel (Conversion) • Marketing Tools (Right tool for job) • How to Grow (Most bang for $)