The document discusses the importance of developing an effective marketing mix or strategy. It explains that the marketing mix includes the right combination of price, product, distribution, and promotion activities delivered consistently over time. Choosing the right mix involves understanding customer aims and objectives as well as considering activities from the customer's perspective that are memorable, eye-catching and engaging. The key is avoiding one-off activities and having a mix of online and offline tactics.

1. www.soUNIQ.co.uk

2. UNIQ Online Marketing Module 6 Lesson 1 It’s All in the Mix www.soUNIQ.co.uk

3. Welcome to Module 6! There is no “silver bullet” in marketing. The secret is having the right mix of marketing activities delivered at specific times, on a consistent basiscombined with the right message = SUCCESS! www.soUNIQ.co.uk

4. Know which activities your customers will respond to. Look at it from the perspective of a customer. Is it …Memorable? Eye-catching? Engaging? www.soUNIQ.co.uk

6. Why it is important

7. How to choose the right marketing activities

8. A few words of warning – online versus offline, new shiny things and one-offswww.soUNIQ.co.uk

9. James Culliton of The American Marketing Association (1948) saidthe role of a marketing manager is the “mixer of ingredients” The marketing mix includes price, product, distribution, and promotion and forms the entire promotional campaign. www.soUNIQ.co.uk

10. Marketing Mix: A combination of factors that can be controlled by a company to influence consumers to purchase its products The more engaging and closer you are to your customers, the more influence you will have over them. www.soUNIQ.co.uk

11. Why is the Marketing Mix so Important? You have to invest time, money and resources into your marketing activities. Anyone who has been in business for a period of time can tell you about all the marketing and promotional activities that did not work andhow much it cost them. www.soUNIQ.co.uk

12. Once Upon A Time… A £10,000 UK-wide marketing promotion with print and TV advertising launched. Call centres were on standby raring to go. Day one: no response Day two: no response Day three: no response …Hello? No business. www.soUNIQ.co.uk

13. Take Two: Paying a beautiful blonde girl £50 to hand out fliers in a busy shopping centre? Cha-ching! www.soUNIQ.co.uk

14. How to Choose the Right Marketing Activities for Your Business and Customers Two key elements 1. Your aims and objectives 2. Your customers www.soUNIQ.co.uk

15. Aims and objectives dictate which marketing activities you need to consider. Example Objective: Increase your personal brand awareness Activity: Include a photo, video, or any personal information about you in your email campaign www.soUNIQ.co.uk

16. Through the Eyes of Your Customer Ask yourself, “Would I respond to that if I was a potential customer? Is it exciting or relevant enough for me to engage?” If the answer is no, do NOT do it. www.soUNIQ.co.uk

18. Avoid copying your competitors – they are not always right!Look for less traditional forms of marketing! www.soUNIQ.co.uk

19. A Few Words of Warning and Advice Do not be tempted to do online or Internet marketing only. Do not get carried away with new and shiny marketing activities. Proactively market your business – No one-off marketing activities! The worst thing you can do is nothing. NOTHING www.soUNIQ.co.uk

20. Additional Resources To find out more about your unique selling point, login to www.souniq.co.uk and access exclusive articles from our library: Member’s Library www.soUNIQ.co.uk

21. For help and support with Module 6, Lesson 1, contact me, Ruth McKay: Email: ruth@souniq.co.uk Tweet: @UNIQ_Academy LinkedIn: UNIQ Discussion Group We’d really like to know what you think of this lesson so please spare us two minutes to answer 5 short questions and tell us what you really think. www.soUNIQ.co.uk