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Integrated Marketing National Wetlands Symposium March 2012 PowerPoint Presentation
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Integrated Marketing National Wetlands Symposium March 2012. Today’s Discussion. Marketing or magic? Elements of the marketing mix So what?. What is marketing?. Smooth talking salesmen? Media releases and advertising? Mind reading and magic?. What is marketing?. A philosophy

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Presentation Transcript
slide1

Integrated Marketing

National Wetlands Symposium

March 2012

today s discussion
Today’s Discussion
  • Marketing or magic?
  • Elements of the marketing mix
  • So what?
what is marketing
What is marketing?
  • Smooth talking salesmen?
  • Media releases and advertising?
  • Mind reading and magic?
what is marketing1
What is marketing?
  • A philosophy
  • Returns achieved by satisfying customer needs
the traditional marketing mix
The traditional marketing mix

Product/ Service/ Experience

Place

Target

Market

Promotion

Price

Underpinned by research & competitor analysis

an extended marketing mix

Product/ Service/ Experience

Positioning

Partners

Target

Market

Place

People

Price

Promotion

An extended marketing mix

Underpinned by research & competitor analysis

so what
So what?
  • Provides a sense of purpose and direction
  • A check point for any ideas we come up with
  • Saves time and money
how do i apply this
How do I apply this?
  • Social marketing
    • Focus on behaviours
    • Exchange of costs and benefits
  • Targeting
  • Customer perspective
  • Identify barriers
  • Strategy first, tools second
  • Promote doable actions and behaviours
  • Integrated communications
  • Take advantage of successful campaigns
where are your customers at
Where are your customers at?

Remind of experience and benefits, offer similar experiences

Emails etc.

Sustained Behaviour Change

Reduce barriers to enjoyment

On site

Stimulate action, Provide logistical information, remove barriers action, must-have effect

Special/trial offers,

Behaviour Change

Attitude Change

Raise interest, increase knowledge, identify barriers, credibility, communicate benefits, create desire

Trial, WOM, testimonials, reviews,

Media release, website, shows, WOM

Awareness and Education

Get attention, raise awareness, recommend a solution and get them started planning

what might a marketing strategy look like
What might a marketing strategy look like?
  • Situation Analysis – where are we now?
    • Organisation analysis – who are we and what are we offering? (7ps)
    • Customer analysis – who’s our customer?
    • Competitor analysis – what are others offering? (7ps)
    • Climate analysis– what’s going on that could influence?
  • Objectives & measurement – where to we want to be?
  • Strategies & tactics – How will we get there?
    • Target audience/s
    • 7p’s
  • Budget
  • Schedule
  • Evaluation
slide15

Product/ Service/ Experience

Positioning

Partners

Target

Market

Place

People

Price

Promotion