1. The Knowledge Action Network Programme Marketing Masterclass, Feb 2013
Manchester Metropolitan University Business School
This project has been part funded by the European Regional Development Fund

2. Agenda 09:30 – 09:45 Session Overview
09:45 – 10:00 Thoughts on Marketing
10:00 – 10:15 Your Story
10:15 – 10:45 Pains and Gains
10:45 – 11:45 Value Proposition
11:45 – 12:30 Marketing Communications for you
* what experiences can your customers share? Write some down...
This project has been part funded by the European Regional Development Fund

3. Quick intro... Jeff McCarthy
Senior Lecturer, Marketing, Operations & Digital Business
Business owner >6yrs
CIM & IDDM Course Director (Prof. Qualifications & In-Company)
Econsultancy trainer
Contact:
@jeffmclfc
This project has been part funded by the European Regional Development Fund

4. Objectives for Today To think critically about your business
To genuinely understand your customers
To communicate your value clearly
To develop marketing communications that works for your organisation
This project has been part funded by the European Regional Development Fund
Image source: accessed

5. What is Marketing?
Source: accessed
This project has been part funded by the European Regional Development Fund

6. Marketing Brain Dump... Adjectives to describe marketing…
If marketing was a person – who would it be?
If marketing was a car, what brand & model would it be?
If marketing was a TV programme, what would it be?
Source: accessed
This project has been part funded by the European Regional Development Fund

7. Share Your Story What is your vision?
What are your Corporate Goals/Objectives?
What is your story ?
Share your 10 second pitch 
Source: accessed
This project has been part funded by the European Regional Development Fund

8. Start with the customer
Customer Pains
Your Claims
Customer Gains
This project has been part funded by the European Regional Development Fund
Image source: accessed

9. Understanding Your Value
Efficiency
Value
What value do we deliver to the customer?
Which one of our customer’s problems are we helping
to solve? Which customer needs are we satisfying?
What bundles of products and services are we offering
to each Cust. Segment?
Built around:
Accessibility
Brand
Cost reduction
Convenience
Customization
Design
Innovation
Performance
Risk reduction
As maintained for each customer segment, through Acquisition & Retention – plus winback!
Type of relationship expected?
Are they established & integrated into business process?
How costly are they?
Activities outsourced/acquired.
• Strategic alliances between non-competitors
• Coopetition: strategic partnerships between competitors
• Joint ventures to develop new businesses
• Buyer-supplier relationships to assure reliable supplies
What Key Activities do they perform?
What Key Resources to they provide?
Sales channels, distribution, comms.
Customer groups represent separate segments if:
• Their needs require and justify a distinct offer
• They are reached through different Distribution Channels
• They require different types of relationships
• They have substantially different profitabilities
• They are willing to pay for different aspects of the offer.
Achieved through key resources.
Production
Problem Solving
Platform / network
Sales channels, distribution, comms.
• Raising awareness
• Communication, evaluation & delivery of Value Prop
• Personalization of products and services
• Post-purchase support
Assets to deliver Value Proposition, Customer focus, channels, revenue streams
Financial, Human, Intellectual, Physical.
Built on your internal value chain.
Cost driven or based on value creation?
Fixed or variable cost?
Related to value propositions.
One-off or recurring revenues? E.g. License, subscription, rental/lease,.
Fixed or dynamic pricing?
Where are you adding and losing value for your customers?
What data do you need to improve performance?
This project has been part funded by the European Regional Development Fund
Source: accessed

10. Complete Your Own Canvas
Efficiency
Value
Where are you adding and losing value for your customers?
What data do you need to improve performance?
Source: accessed

11. Why Might Customers Leave?
68% Perceived indifference
14% Unresolved issue
= 82% you could do something about!
Customer Friendly Processes ✓
Employee Commitment
Ongoing Dialogue
This project has been part funded by the European Regional Development Fund

12. Value Proposition Canvas
Copyright of Business Model Foundry GmbH
This project has been part funded by the European Regional Development Fund

13. WHY? What are customers trying to get done? Task/emotional/social...
What pains may your customer face?
Cost/time/performance/worries
What benefits does your customer expect or anticipate?
Source: Business Model Foundry GmbH
This project has been part funded by the European Regional Development Fund

14. WHAT? How do you take away customer pain? What do you offer?
How do you add / create customer gains?
Source: Business Model Foundry GmbH
This project has been part funded by the European Regional Development Fund

15. Create Your Value Proposition
This project has been part funded by the European Regional Development Fund

16. The Science of Marketing...
Source: Altimeter Group, 2012
This project has been part funded by the European Regional Development Fund

17. Effective Communications
Source: Altimeter Group, 2012
This project has been part funded by the European Regional Development Fund

18. This project has been part funded by the European Regional Development Fund
Source: accessed

19. This project has been part funded by the European Regional Development Fund
Source: Lakeland Trails, accessed

20. Effective Communications
Populate this framework with your existing marketing communications / material
Source: Altimeter Group, 2012
This project has been part funded by the European Regional Development Fund

21. Digital Reputation Management
How can you monitor your digital reputation?
Googling your name, or your URL
How can you manage your digital reputation?
Submission
Digital communities, blogs, RSS
A digital PR service agency
How does our client stack up?
This project has been part funded by the European Regional Development Fund
Image source: accessed

22. Useful Sites for Search Marketing
Google Agency Toolkit:
Google Keyword Tool:
Traffic Estimating:
Google Trends:
Alexa.com
SEMRush.com:
Yahoo Site Explorer alternatives:  
This project has been part funded by the European Regional Development Fund

23. Recap Clearer on how you add value?
Different / better perspective on your customer?
Feel you can clearly communicate your Value Proposition?
Aware of which marketing communications may be effective?
This project has been part funded by the European Regional Development Fund
Image source: accessed

24. What will you do differently from tomorrow?
This project has been part funded by the European Regional Development Fund
Image source: accessed