Developing a Marketing Plan or Campaign - Ferraro
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Presentation on marketing, marketing management, and branding I gave to career Marines and Navy personnel. They are exiting the military within the next year and are trying to learn as much as they can about civilian life, business, and future careers.
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Developing a Marketing Plan or Campaign - Ferraro
- 2. What is Marketing? AMA Definition: Marketing is the activity, insight, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. What Does That Mean? Insights, strategies and tactics to understand what people and companies need and get them to buy it again and again!
- 4. How Does Marketing Work?
- 5. Marketing As a System
- 6. What is The Marketing Mix? (7Ps)
- 7. What Are Typical Marketing Goals?
- 8. Marketing is Not Sales
- 9. Big “M” vs. Little “m” Orientation
- 10. 8 Key Marketing Concepts • Product/Service Offering • Segmentation • Value Proposition • Marketing Plan & Metrics • Social Networks • Marketing is Warfare • Pricing • Branding
- 11. What is a Product?
- 13. Creation of the Product Offer
- 14. Segmentation - Many Ways to Slice the Pie
- 15. Four Ways to Segment
- 16. Who Are You and Do I Know You?
- 18. Value Wedge Components Must Pass 3 Tests • Unique to you • Important to the customer • Defensible
- 19. Find Your Unique Value Proposition
- 20. What Is a Marketing Plan?
- 21. Marketing As A System
- 22. Inbound vs. Outbound Marketing
- 24. Tactics Vary By Business Type
- 25. Across Value Chain Aware Educate Engage Renew Trade press/PR Referral Analyst sites Complementary site links Advertising Trade shows Web Message Boards Webinars Conferences Social Media Case Studies Case studies New Applications Technology demos Emails/ newsletters RSS feeds Promotions New products New partners New applications Referrals
- 27. Balancing Strategic and Tactical Programs Strategic Brand Development Product Portfolio Management Market Strategy and Planning Market Assessment Competitive Positioning Priority Planning Channel Strategy Partnerships Acquisitions Brand Development Brand Architecture Brand Imagery Tag Lines Associations Eco-System Voice of the customer Product Strategy Service Strategy New Product Development Product Management
- 28. Different Levels of Marketing • A goal is a broad primary outcome. • A strategy is the approach you take to achieve a goal. • An objective is a measurable step you take to achieve a strategy. • A tactic is a tool you use in pursuing an objective associated with a strategy. Example for Intel’s line of Core processors: Goal: Make our Core PC microprocessors a category leader in sales revenue by year X. Strategy: Persuade buyers that our Core processors are the best on the market by associating with large, well-established PC manufacturers. Objective: Retain 70 percent or more of the active worldwide PC microprocessor market, according to Passmark’s CPU benchmark report. Tactic: Through creative that underlies our messaging, leverage hardware partner brand awareness to include key messages about the Intel Inside program.
- 29. Measurement Template Organization Department Goal Owner (A) Email Telephone Objective Typically two or three paragraphs long. What is trying to be accomplished. References – to specific marketing plan element Comments – additional information about the objective including Call to Action. _______________________________________________________________________________________________________________________ Specific Tasks Start Completion Status R/Y/G Metric name for Balanced Scorecard or Executive Dashboard Metric Description – description of the measure, include its intent, data source, and organization responsible for providing measure data. This will appear in the pop-up window when you mouse over the measure in the Balanced Scorecard. Data Source: how to get data Metric Target Metric Result R/Y/G Corrective Action Minimum Value ROMI (if applicable Scorecard Perspective Name Date Confidential and Proprietary- for disribution only by consent of author
- 31. Active Users for Top 5 Networks
- 32. Different Roles for Each Network
- 34. Marketing is Like Warfare Concept Military Model Marketing Model Target Competitors =Enemies Customers are Friends Enemies = Competition Purpose Destroy Target Capture Terrain Appeal to Target Destroy Competition Capture Market Share Strategy Flanking, Confront, Surprise, Offensive, Defensive, Positioning Flanking, Confront, Surprise, Offensive, Defensive, Positioning Tools Supply/Logistics Loyal Soldiers Exploit Weaknesses of Enemy Demand/Supply Chain Loyal Fans Exploit Weaknesses of Competition Attitude War/ Hatred Peace/Love Weapons Ships, troops, missiles, drones, bombs The Marketing Mix (7Ps)
- 36. Example - Four Types of Marketing Warfare
- 37. What is Pricing? Definition: What you think a product is worth to that customer at that time • The amount you charge is based on several factors – uniqueness of product, available supply, demand, profit requirements, substitute products • Some pricing is negotiable while other pricing is fixed. • Pricing can be seasonal or time based (Christmas ornaments) • Pricing can be variable (Airlines) • Pricing can be temporary (rebates, incentives) • Pricing can be based to business model • Pricing can be tied to business cycles
- 38. 4C’s of Pricing What is the highest price I can charge and still make the sale? • Customers • Competitors Am I willing to sell at that price? • Costs • Constraints
- 39. Pricing Goal – Maximize R & P
- 42. Branding vs. Marketing vs. PR vs. Ads
- 43. What is a Brand?
- 44. What Does a Brand Do?
- 45. A Brand is Not A Logo!
- 46. YOU Have a Brand – So Manage It! Optimize the intersection
- 47. Your Goal – Build Your Brand!
- 48. Exercise 1 – Positioning Statement
- 49. Once You Have a Brand You need a process (marketing) to raise your profile and showcase your talents to a wider audience
- 50. Exercise 2 - Marketing Your Brand List 5 things you are going to do to generate more awareness, preference & promotion for your personal brand? 1. _______________________________ 2. _______________________________ 3. __________________________________ 4. __________________________________ 5. __________________________________
- 51. What To Do Now! • Build your personal brand and marketing plan. • Leverage your military experience through stories -personal and SAR stories. Write them down, collect data, etc. • Many employers are vet-friendly. Take unfair advantage of their open door. • Be passionate about what you want • Realize your competition are also strong leaders and managers, so differentiate yourself in a more meaningful way • Invest in a well-written resume & cover letter • Begin to build your social networking profiles (starting with LinkedIn) • Get comfortable with and start networking – friends, associates, events, etc. • Enjoy the journey!