Ten Top Marketing Tips Growing Gloucestershire conference 2013
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Fiona covered 10 top tips around the theme of putting marketing at the heart of the business.
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Ten Top Marketing Tips Growing Gloucestershire conference 2013
- 1. Growing Gloucestershire Conference June 12th 2013 Ten Top Marketing Tips Speaker Fiona Spencer
- 2. Put Marketing at the heart of the business1
- 3. Put Marketing at the heart of the business1 Marketing is: ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably’ Chartered Institute of Marketing 2009
- 4. Put Marketing at the heart of the business1 Central to what the business is and how it relates to customers Key driver of success Not just the fluffy stuff!
- 6. 2 Understand the Market We make widgets We are in the widget market ?
- 7. 2 Understand the Market Commodity market? Is the market wider than widgets? Market context Market specifics
- 8. 2 Understand the Market Why does it matter? Decision making Focusing effort Message & Targeting Differentiation New product/service development Money Direction
- 9. 3 Understand the Market Understand your Customers
- 10. 3 Understand Your Customers Existing and Potential Customers or Consumers or Both? How well do you know them? Could you know them better? Can you excite them? How can you influence them?
- 11. 3 Understand Your Customers Put yourself in your customers' shoes Ask your customers what they think Act on it Existing customers - easier to sell to than find new ones? Engage but don’t bombard Data Record it, share it, keep it, use it
- 12. 4 Understand the Market Understand your Brand Understand Your Customer
- 13. 4 Understand your Brand
- 14. 4 Understand your Brand "Big names spend money on branding, small companies just get on with the job" Really? Greatest business asset Not just the logo Develop brand identity Standing out from the crowd Then find the best ways of showing this..
- 15. 5 Understand the Market Have a Plan Understand Your Brand Understand Your Customer
- 16. 5 Have a Plan
- 17. 5 Have a Plan Provides a framework and focus for the business Allows you to set measurable objectives Saves wasted time, money and effort Write it down and share it – even in the paperless office
- 18. 5 Have a Plan What should the plan contain? CONTEXT Market Customers Competitors Economy INSIGHT & RESEARCH What have you learnt OBJECTIVES MARKETING STRATEGY Targeting Product/Service Offer Pricing Brand & Message ACTIVITY PLAN Incl. measurement criteria BUDGET
- 19. 6 Understand the Market Measure Understand Your Customer Understand Your Brand Have a Plan
- 20. Measure the success of marketing actions Versus objectives set in the plan and decided before activity starts Measurable by numbers where possible Can be subjective (with care) Know what success looks like 6 Measure
- 21. 7 Understand the Market Embrace new ideas Understand Your Brand Understand Your Customer Have a PlanMeasure
- 22. 7 Embrace new ideas Social Media - although is it really new any more? Facebook Twitter LinkedIn YouTube Pinterest Daily active users have reached 665 million, monthly active users have passed 1.1 billion One out of every seven minutes spent online is spent on Facebook 300 million photos are uploaded every day There are more than 500 million likes each day 77% of B2C companies and 43% of B2B organisations say they have acquired customers from Facebook Over 500 million registered accounts 288 million monthly active users (10+ million in the UK) Twitter’s fastest growing age demographic is 55 to 64 year olds 70% of brands ignore complaints on Twitter Over 200 million users (10+ million in the UK) 2 new users join it every second 64% of users are outside the USA More than 2.6 million companies have LinkedIn Company Pages There are more than one million groups on LinkedIn YouTube tops over 800 million unique user visits each month 6 billion hours of videos are watched every month 50% more hours of video are watched in March 2013 compared to last August when it was 4 billion hours a month and last May when it was 3 billion 72 hours of video are uploaded to YouTube every minute 70% of YouTube traffic comes from outside the US The network now has more than 25 million registered users 79% of all members are female Since 2012, 1.2 billion minutes have been spent using Pinterest on the Web In the UK the five most popular topics on Pinterest are Venture Capital, Blogging Resources, Crafts, Web Analytics and SEO/Marketing
- 23. 7 Embrace new ideas Content Marketing – is it for you? ‘Content marketing is any marketing format that involves the creation and sharing of media and publishing in order to acquire customers. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, on-going valuable information.’ Content Marketing Institute 2013
- 24. 7 Embrace new ideas But don’t throw away the old ideas and techniques • If they work • If they are right for your brand and your customers • If they differentiate you Keep up to date with new ideas of finding, keeping and communicating with customers Don’t dismiss, make a decision to use or not
- 25. 8 Understand the Market Guard your Reputation Understand Your Brand Understand Your Customer Have a PlanMeasure Embrace new ideas
- 26. 8 Guard your Reputation Any publicity is good publicity? … It is how it is handled that matters
- 27. 8 Guard your Reputation Bad publicity could lead to positive change Recent US research suggests that bad publicity can lead to companies making strategic changes for the better. Researchers from two American universities tracked the media coverage of 250 top firms and found that negative media coverage could be the impetus needed to change strategy. Press scrutiny can highlight a firm's failures or misdeeds and amplify the criticisms of stakeholders. CEOs and directors are warned not to ignore the warning signs. Public Relations Tactics, May 2013
- 28. 8 Guard your Reputation Anyone can say anything they like publically about you • Monitor it • Manage it suitably • Deal with it speedily Consider the short and long term damage Consumer backlash – although is it a myth? Fundamentally a part of customer service
- 29. 9 Understand the Market Get the message right Understand Your Brand Understand Your Customer Have a PlanMeasure Embrace new ideas Guard your Reputation
- 30. 9 Get the message right You know your market You know your customers You understand your brand The knowledge is shared across the company Develop a message that works across all requirements Be consistent Simple Concise Straightforward Only promise what you can deliver
- 31. 9 Get the message right Everyone will have their own opinion no doubt on great marketing… Well targeted Simple idea Creating a wish to buy
- 32. 9 Get the message right Clever delivery
- 33. 9 Get the message right And reinforce it
- 34. 9 Get the message right Remember your reputation Don’t offend Don’t patronise Don’t assume If in doubt check it out If you get it wrong – make it right
- 35. 9 Get the message right BIC - Pens For Her!
- 36. 10 Understand the Market Proof Read Understand Your Customer Understand Your Brand Get the message right Measure Have a Plan Embrace new ideas Guard your Reputation
- 37. 10 Proof Read Spelling and grammar still matter especially if linked to what you do Don’t rely on spellcheck There / Their / They're Its / It’s Pray / Prey Dairy / Diary Manage / Mange
- 38. 10 Proof Read Special skills: Thyping I am very detail-oreinted I have a known track record and excellent experience with accurancy and fixing erors Instrumental in ruining entire operation for a Midwest chain store Hope to hear from you, shorty Seeking a party-time position with room for advancement I speak fluent English and Spinach
- 39. 10 Proof Read When you pride yourself on getting the detal right!
- 40. 10 Proof Read Would you buy that special cake from these people?
- 41. 10 Proof Read Who needs to go back to school?
- 42. 10 Proof Read Spelling and grammar still matter especially if linked to what you do Don’t rely on spellcheck There / Their / They're Its / It’s Pray / Prey Dairy / Diary Manage / Mange Not just spelling - does it make sense?
- 43. 10 Proof Read
- 45. 10 Proof Read
- 46. 10 Proof Read
- 47. 10 Proof Read
- 48. 10 Proof Read
- 49. 10 Proof Read
- 50. Understand the Market Proof Read Have a Plan Understand Your Brand Understand Your Customer Get the message right Embrace new ideas Measure Guard your Reputation
- 52. Join our LinkedIn group – Chartered Institute of Marketing South West Region Follow us on Twitter - @CIM_SW #cimglos Look out for future events - www.cim.co.uk/events