The iSpace Women
Entrepreneurs Program
Sir Eric Seyram A.
www.yourpersonalinnovation.com |
consulting@sirericseyram.com| +233 (0) 243062198

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Carving Your Marketing Strategy

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My Brief:
How can this ladies create a winning
strategy in an overworked territory?
What are some of the creative ways
others are doing?

Our initial Conversation Today
Marketing and Branding on a shoe string Budget.
How to maximize your impact in the market, ensure sustainability and ROI
 The basic principles of marketing as they apply to small budget
organisations
 The importance and the process of undertaking a marketing audit to
ensure effective, result oriented marketing decision making.
 The concept of branding, carving a niche, a unique differentiator and
competitive edge.
 A case of recognising the constraints and then trying to be sharper,
faster, more focused and more creative than your competitors
 And some Lessons from the winners (and the losers) in the days of
volatility.

Our task
Find answers to the most straight forward marketing questions ever devised:
 Why should any one bother dealing with us?
 What are we capable of offering that will be of interest?
 How does it differ from what everyone else is doing?
 How do we generate value for the shareholder?
And that gives us the definition for marketing.
 ‘The management process that identifies, anticipates and
satisfies customer requirements PROFITABLY’
The Chartered Institute of Marketing
Marketing = Value creation (customer/ shareholder/ means to competition)

THE NEED
Societal Marketing and Social
Entrepreneurship is the way forward.

Go Opposite
To See Invisible
Opportunities
our biggest challenges are often quite different from
what we think our biggest challenges are.
Doing the opposite has always been a smart strategy for
breakthrough.
Make a list of everything your competitors are doing. Look
at each item on the list
ask yourself, “How can I gain an advantage by doing the
opposite?”

Implications for marketing
Who are our existing / potential customers?
What are their current / future needs?
How can we satisfy these needs?
Can we offer a product/ service that the customer would value?
Can we communicate with our customers?
Can we deliver a competitive product or service?
Why should customers buy from us?
How do we remain in business?

AVOID MARKETING
MYOPIA.
(management’s failure to
recognise the scope of its
business)
Define your organizational
goals oriented towards
consumer needs, making you
stand out in highly competitive
environments.
APIC.
ANALYSIS
PLANING
IMPLEMENTATION
CONTROL

Are you
practicing a
WANA BE/
Surface/
Cosmetic
marketing
or A Real
Holistic Result
Oriented
Marketing?
TOP DOWN

Innovate
or die
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSISCAL EVIDENCE

SERVICE
QUALITY AND
TOTAL QUALITY
MANAGEMENT
Quality is what customers say it is.
QUALITY: WHEN CUSTOMER EXPECTATION MEETS HIS
PERCEPTION.
Close the Service quality Gaps.
To Improve service quality
1. Actual customer expectation and management perception of
customer perception
2.Management perception of customer expectation and
service quality specifications
3. Service quality specification and the actual service delivered
4. Service delivery and what is communicated about the
service to customers
5.Customer expectations and perceptions of what is actually
received. This gap is influenced by the first four.
Use BENCH MARKING to close the gaps.

Build Quality,
Sustainable,
Beneficial
Relationships
The Shift from
Transaction based
marketing to
Relationship
Marketing
CRM
mass marketing Aimed at individuals
= External and internal relationships
= Accountability of managers
= Projects an image and style
= Ethical responsibilities towards consumers
= Social responsibility
= Dishonest marketing and promotion
= The abuse of power
= The availability of information

Transform
or Perish
Today, embracing
change is no longer enough; we need to
transform.
Its good everyone has been touting the phrase
“think outside the box”
The problem isn’t that we
need new ways to simply step outside the
box—we need to completely transform the
box itself.
In fact, whatever your box is—your job,
company, career, situation—it is going to
transform whether you like it or not.

Some 10 “Early Bird” take away Tips
 Customers can not tell you what they need. ( if u wana change the
world)
 Just plant the seed. Believe and U will See (Believe, begin,
become)
 Start with solving little problems and hope many people have that little
problem
 Don’t wait till its all perfect. (take it to market, promote and improve on it)
 Design counts (Even when customers talk about price)
 Value is different from price ( it can be cheaper elsewhere but
create value (be unique and don’t compete on price)
 Today, You need to jump curves to be successful (not 10% better
but ten times better) be remarkable if you wana change the world.
 Hire A+ Players if you are an A player. (be proud to say my marketing
guy is a genius or I have a rock star team)
 Don’t stuck with or worship a religion.
 Real CEOs can PITCH/DEMO/ SELL.

People Are
The Brand.
What matters most
in business is people.
Without committed
employees, loyal
customers and hard-
working partners,
you really don’t have
much.

Some
lessons from
the small
budget
winners.
Lesson 1
Lesson 2:
Lesson 3:
Lesson 4:
Lesson 5:
Lesson 6:
Lesson 7:
Lesson 8:
Lesson 9:
Lesson 10:
Lesson 11:
Lesson 12:
Lesson 13:
Lesson 14:
Lesson 15

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The Pitch
• What do you believe in, what are you passionate about, what is or has
been your frustration, what confuses you about the world?
• Summarize your target market in one sentence.
• Identify and summarize the three biggest and most critical problems
that your target market faces.
• List how you solve these problems and present clients investable op-
portunities.
• Demonstrate the Number One most relevant result you help your
clients achieve.
• Reveal the deeper core benefits your clients experience.

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The foundation of your business.
• Mission
• Vision
• Value statements
• Tagline

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Mission(Purpose/why)
• Purpose
“Figure out what you love to do as young as you can, and the organize your life around
figuring how to make a living at it”
Pat Williams, Author and Sports Administrator
• Ask you self this question. “What is my life about “?
• Each of us is born with a life purpose
“ Learn to get in touch with the silence within yourself and know that everything in life has
a purpose”
Elizabeth Kubler-Ross, M.DPsychiatrist and author
Identifying, acknowledging and honoring this purpose is perhaps the most important
action successful people take. To be on purpose means you are doing what you love to
do, doing what you are good at and accomplishing what is important to you

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Vision
“The indispensable first step to getting the things you want out life is this: decide
what you want” Ben Stein – Actor and Author
• Ask yourself these questions. “What do I want to create”? “What do I want to
contribute”?
• Vision is your imagination of the future. It Is what you desire to accomplish in
the future. What is your dream?
“The greater danger of most of us is not that our aim is too high and we miss it,
but that it is too low and we reach it “
• Michelangelo
• It is a big picture that tends to be linked with your purpose in life. What will
you do if money or resource is not an issue? What do you want to be your
legacy?

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Values
• Ask your self. What do I hold to be true or
what is important to me in life?
• What are your beliefs? what are you
commitment to, what is your world view?
• This is the emotional connection to your
brand.

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Tagline
A. short phrase that communicates and promotes you
instantly to your target audience
You want to use this statement as a tool of promotion that
sticks in the minds of your target audience. If it resonates with
them, that will be how they will refer to you.
You want a statement that would be used to introduce you
anytime you are to be introduced.
My personal brand taglines are:
• Empowering you to succeed
 Igniting your personal brand power.
• Live your life as a love story.

How is my offer different from the
competition?
What value am I creating for the
customer?
Will this create and continue to
create more value for the
shareholder? ROI
Always ask your self these three key questions.