Stafford Rhodes Group Village Shops Marketing Caroline Collings

Stafford Rhodes Group Introductions Who are you? Who are you? What do you do? What do you do? How long have you been doing it? How long have you been doing it? Where are you with your marketing plan? Where are you with your marketing plan? What’s your biggest business challenge right now? What’s your biggest business challenge right now?

Stafford Rhodes Group Objectives Proposed agenda Marketing plan Marketing plan Targetting/profiling Targetting/profiling Retention techniques Retention techniques Collaboration Collaboration Brainstorm marketing ideas Brainstorm marketing ideas Financials Financials Mediums Mediums Publicity and copy tips Publicity and copy tips What do you want from today? What do you want from today?

Stafford Rhodes Group Marketing Plan Why plan? Why plan? –SWOT analysis –Setting SMART objectives –Strategy and tactics –Resource –Timescale and measurement

Stafford Rhodes Group Marketing Plan SWOT Objectives Strategy Tactics Contingency Financial summary

Stafford Rhodes Group Target Market Profiling Profiling –Who are they –Where are they –How old are they –Are they male/female –Where do they work –Where do they shop –What do they read –What radio station do they listen to –What circles do they mix in –What might they enjoy socially

Stafford Rhodes Group Profiling Fact 75% of gent’s underwear is purchased by… …. WOMEN

Stafford Rhodes Group Acquisition vs Retention In some instances it is proven that acquiring new customers is at least four times more expensive than retaining current ones…

Stafford Rhodes Group Customer Focus for Retention Complacency Complacency Danger of familiarity Danger of familiarity Diversifying Diversifying Communication Communication Loyalty Loyalty Member get member Member get member Rewarding referrals Rewarding referrals Testimonials Testimonials Up/cross selling Up/cross selling

Stafford Rhodes Group Market Research Competitor analysis Competitor analysis Mystery shop Mystery shop Client satisfaction Client satisfaction New product introduction New product introduction Perceived value Perceived value

Stafford Rhodes Group Collaborative Marketing Who shares your market Who shares your market How can you collaborate How can you collaborate How can you promote it How can you promote it What’s in it for the customer What’s in it for the customer What can you offer each other’s customers to add value What can you offer each other’s customers to add value

Stafford Rhodes Group Events Calander Events Calander for 2011 JanuaryFebruaryMarchAprilMayJune Sale of Xmas StockValentines DayMothers DayEasterMay DayFathers Day Detox and Diet000 Ladies Night Spring into Summer0 Dinner for two £ Bank Holiday

Stafford Rhodes Group Events Calandar Events occurring this month Events occurring this month Events to market this month Events to market this month

Stafford Rhodes Group Financials Pricing Pricing Budgeting Budgeting Testing and piloting Testing and piloting Monitoring Monitoring Return on investment Return on investment Projections Projections

Stafford Rhodes Group Mediums

Creative Writing Letters/ /mail shots Letters/ /mail shots –Length –PS line –Benefit led –Personalise –Relevance –Ask specifically for what you want –Action with urgency Press release Press release –Newsworthy and non commercial –Succinct and easy to publish –Relevant/supportive of current affairs –Community, environment, charity –Bullet points, early hooks, format to flow

Stafford Rhodes Group Advertising Tips Magazine and newspaper advertising Magazine and newspaper advertising –Early page –Right hand –Mono or colour –Text colour –Human eyes/face –Impact and hold attention –Urgency to action –Response mechanism –Negotiate  Position  Price  Terms  Advertorial

Stafford Rhodes Group Revisit Objectives Did we meet our objectives Did we meet our objectives One learning that you will take away One learning that you will take away Opportunity for open question/answers Opportunity for open question/answers