Resources from Business Victoria's workshop on marketing your business more effectively.

1. UNCLASSIFIED
UNCLASSIFIED

2. UNCLASSIFIED
UNCLASSIFIED
Workshop Structure
• 3.5 hrs
• Introductions
• Breaks & Housekeeping
• Networking
• Workbook
 Section 1 : Workshop and Exercises
 Section 2 : Extended Learning
 Section 3 : Useful Information

3. UNCLASSIFIED
UNCLASSIFIED
What you will learn
• Setting Goals
• Customer Research
• Market Research
• Marketing Mix
• Customer Service
• Branding
• Measurement
• Marketing Action Plan

4. UNCLASSIFIED
UNCLASSIFIED
SMART Business Goals
• Increase sales by 15% by financial year end
• Find skilled staff to fill the current vacancies
by financial year end
• Reduce overheads by 8% by financial year
end
• Increase profitability by 15% by year end
 Activity: Define your business goals

5. UNCLASSIFIED
UNCLASSIFIED
SMART Marketing Goals
• Increase search engine rankings to
generate website traffic
• Attend two networking events each month
• Set up a customer referral program
• Presenting a product/service in a
new/novel way.
 Activity: Define your marketing goals

6. UNCLASSIFIED
UNCLASSIFIED
Customer Research
• Customer Segmentation
•  Activity: Identify Your Customers
• Customer Personalities
•  Activity: What would be important to a squirrel
• Customer Profiling
•  Activity: A Grade Traits
• What are your customers doing online
•  Activity: A Grade Customer keywords
• Focus Customers
•  Activity: Which customers should you focus on?

7. UNCLASSIFIED
UNCLASSIFIED
Market Research
The process of gathering and analysing
information to help identify and define
marketing opportunities and problems, as
well as generate sales
Pamela Wakefield-Semmens

8. UNCLASSIFIED
UNCLASSIFIED
Market Research
• What to research
• Research Methods
• Six Step Approach to Market Research
Define the problem
Making an Initial Investigation
Planning the Research
Gather Information
Interpreting the Data
Reaching a Conclusion
 Activity: What information do you need to help grow your business?

9. UNCLASSIFIED
UNCLASSIFIED
Matching Your Offering
• Product
• Price
• Place
• Process
• People
• Presentation
• Promotion
 Activity: 7P Marketing Mix

10. UNCLASSIFIED
UNCLASSIFIED
Brand
A brand is more than just a logo,
advertising slogan, product or service. It
encompasses how you manage your
customer relationships and how you are
perceived as a business
 Activity: Key brand features
 Activity: Quick Brand Check

11. UNCLASSIFIED
UNCLASSIFIED
Customer Service Quality
• Reliability
• Tangibles
• Responsiveness
• Assurance
• Empathy

12. UNCLASSIFIED
UNCLASSIFIED
Monitoring
• Offline Monitoring
Ask your customers
• Online Monitoring
Statistics eg. Google Analytics
eMail Marketing Statistics
Discount codes

13. UNCLASSIFIED
UNCLASSIFIED
Evaluation
• Marketing Activities ROI
NB: Return on Investment Template
• Other forms of Evaluation
Financial Performance Measures
Sales Performance Measures
Specific Marketing Performance Measures
Business Performance Measures
Marketing Budget
  Activity: Marketing Evaluation

14. UNCLASSIFIED
UNCLASSIFIED
Budget
• How much should I spend on marketing
• Calculating your marketing spend
• Can then measure ROI
 NB: Chapter 9. Return on Investment Template
 NB: Chapter 10. Marketing Activities ROI Table

15. UNCLASSIFIED
UNCLASSIFIED
Marketing Action Plan
• Keep marketing activities on track
• Manage team
• Measure ROI
• Marketing Action Plan Template
 Example of marketing action plan

16. UNCLASSIFIED
UNCLASSIFIED
Planning after the Workshop
Would you like to formalise your marketing
and business plan to document your ideas
and strategies more completely?
SECTION 3 : Useful Information
Business and Marketing Plan Template

17. UNCLASSIFIED
UNCLASSIFIED
What you have learnt
• Setting Goals
• Customer Research
• Market Research
• Marketing Mix
• Customer Service
• Branding
• Measurement
• Marketing Action Plan

18. UNCLASSIFIED
UNCLASSIFIED
Small Business Mentoring Service
• Business mentors help you to identify a clear
direction for you and your business.
• Business mentors can also advise you on how to:
 conduct market research
 price and/or cost your products or services
 develop an effective marketing strategy
 use other business management tools
To arrange a session with a business mentor go to:
www.sbms.org.au

19. UNCLASSIFIED
UNCLASSIFIED
Questions
Thank you for attending
Check out
business.vic.gov.au/events
for more workshop information