2/24/2019 2/24/2019 Marketing 101 2. Why have marketing at Athenium? 3. Where are we today? 4. Where do we want to be? 5. What does Amy do?                                        Amy Westebbe Marketing Ext 6310 awestebbe@athenium.com 75 Third Avenue, 2nd Floor Waltham, MA 02451 1

These are our current defining characteristics. Marketing 101 – The 5 Ps The 5 Ps of the Marketing Mix Product: What does the product/service do? What are its benefits (efficient, end-to-end) and features (Web-based, pathing, etc)? Compared to our competitors? Price: What price makes us competitive and profitable? Place: Where and how do we deliver our products and services? People: (1) What kind of relationships do we have with our customers? (2) What are the skills and expertise of our people? Promotion: What methods do we use to communicate the features and benefits to our target customers? These are our current defining characteristics. Then ask… We know our 5Ps

What wants and needs can we solve for customers? Marketing 101 - Customers What wants and needs can we solve for customers? Understand their goals and objectives Understand motivates them to seek/buy – and what doesn’t Understand their pain points (FUD) Understand who sees the most value in having that pain removed Ask: How can we help them remove obstacle to success? Ask: What problems drive them to find a solution like ours? Ask: If we go beyond immediate requests, what are they really asking for? Ask: Do we know who are our best customers and decision-makers? Then ask… We know our 5Ps + Customers

How do we want the marketplace to view us? Marketing 101 - Viewpoint How do we want the marketplace to view us? 1. Brand The sum total of all that is known, thought, felt and perceived about us; a promise to achieve certain results, deliver a certain experience and act in a certain way. Ask: What does Athenium stand for? Ask: What makes our business unique? Ask: How will we communicate this with clarity and consistency? 2. Unique Selling Proposition (USP): Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. 3. Positioning The image we want to create in the mind of the customer within the marketplace. Then Ask… We know our 5Ps + Customers + Viewpoint

Marketing at Athenium - Goals Where are we are now, and where do we want to be? The market doesn’t have a clear perception of who we are We’re not very visible in the marketplace Prospects don’t know the level of our product and expertise We need more qualified leads Sales doesn’t have all the tools they need to generate interest Challenges Goals Have a well defined brand, UPS and market position Better visibility and awareness of our solution in the marketplace Be thought of as a leader in the industry A lead generation program Marketing support throughout the sales process Then Ask… We know our 5Ps + Customers + Viewpoint + Goals

Marketing at Athenium - Strategies What marketing strategies will help close the gap? Marketing Mix: Will we need to change our marketing mix to make us more compelling as a product choice? Communication: What and how should we tell the marketplace about our company and products? Promotion: What actions will make them aware of us, and move them closer to purchasing from us? Then Ask… We know our 5Ps + Customers + Viewpoint + Goals + Strategies

Marketing at Athenium - Activities What activities has Amy been planning and working on? Developing Strategies Traditional Internet and Electronic Integrated marketing plan Planning Tactics: Phased-in Approach ACE trade show support Collateral and online content Claims Product Sheet Underwriting Product Sheet Soon: Module Sheets tbd: White Papers, Case Studies Determining: Future trade shows & conferences Identifying: Speaking and editorial opportunities Web Site development And More! The 5 Ps The market / competition Brand, USP, Market Position Benefits and features of Athenium and teamthink Defining Our Marketing Mix Planning / Action We know our 5Ps + Customers + Viewpoint + Goals + Strategies =

“It’s not about making them buy; Marketing at Athenium – Drop By! “It’s not about making them buy; it’s about giving them the opportunity to buy a solution to solve their problem.” -- Stephen Covey, The 7 Habits of Highly Effective People Now let’s close our eyes and think wonderful thoughts while marketing sprinkles fairy dust on our product. You know the company, product and customers. Have questions? Have ideas? Wanna say hi? I’d love to hear what you have to say. Amy’s Cubicle! Just Drop By

THANKS! Contacts 2/24/2019 Click to add notes Athenium 9 75 Third Avenue, 2nd Floor Waltham, MA 02451 9