Vision Statement Value Statement SWOT Mission Statement Culture Stakeholder Values Shareholder Values SW Internal Assessment OT External Assessment Long Term Objectives Tactics & Goals Financial Projections Strategic Analysis & Choice Strategic Plan CSF, Controls & Evaluation

THE 4 P’s OF MARKETING

Issues… with the 4P’s ► Outsourcing Product Development ► Predatory Pricing ► Price vs.Value ► Evolving Marketplace ► Declining Brand Loyalty

How Do We Go Beyond the 4P’s?

SAY HELLO to…The Four R's  Successful marketing campaigns in today’s economy need to go beyond the Four P's of marketing, and capitalize on the Four R’s… Product Place Price Promotion Relationship Retrenchment Relevancy Reward

SAY HELLO to…Relevancy Relevancy: ► Identify and Retain Customers ► Become a Trusted Source of Information ► Intelligently Targeted Products & Services ► Small Businesses have the advantage ► Customer Relationship Management - The Mackay 66

The Mackay 66  Customer Profile  66 Questions 

SAY HELLO to…Relationship Relationship: ► Delight the Customer ► Touch Points ► Meet Wants & Needs ► Sell the Experience - Disney

SAY HELLO to…Retrenchment Retrenchment: ► Baby Boomers are beginning to retire ► Gen X – Filling the Void ► Generation Y – The Millenials ► Go to your Customers ► Use Technology

SAY HELLO to…Reward Reward: ► Know your Customer’s Values ► Design Rewards Accordingly ► Rewards Can Be: Money, Time, Recognition, Fun

Remember the Four R's Product Place Price Promotion Relationship Retrenchment Relevancy Reward

SAY HELLO to… Concierge Marketing  As a result, one-to-one marketing will be a must for most businesses. The winners tomorrow will be the companies that figure out how to take steps using personal attention, online and other technologies to improve, enhance, personalize, and deepen customer relationships. This is Concierge Marketing.  "In fact, the age of concierge marketing is ideal for small and midsized businesses. Their flexibility and ability to customize make small businesses especially suited to this style of business -- far more so than the traditional, large Fortune 500 Company." Elliot Ettenberg

Thought  "Smart advertisers are those who set out to win the customer's heart long before he/she needs their product. Their only goal is to be the company that he/she thinks of first and feels the best about whenever their need arises. Smart advertisers make no attempt to predict the moment of the customer's need but buy enough repetition to ensure they will immediately spring to mind whenever such need arises." Roy H. Williams

Remember Marketing is your face to the world…

Marketing Strategy  Use the SWOT  Long-Term Objectives  Identify Target Markets  Position Yourself  Set Measurable Goals  Communication READY AIM FIRE

Target Market  Demographics  Age, Income, Race Zip Code, Sex, etc  Psychographics  Likes & Dislikes  Motivations  Activities

Positioning Segmentation + Differentiation Demographics + Psychographics Ability to Buy + Reason to Buy  How you POSITION your product makes all the difference

Branding - What is a Brand

Old-School Branding

Corporate Branding

Branding Defined A System of Shared Values. A Promise of expected Product, Service or Experience Don’t Break Promises To Customers

Branding Identity The outward expression of the brand, including its name and visual appearance. The brand's identity is the means of consumer recognition & is the symbol of the brand's differentiation from competitors.

1. Coca-Cola, 2. IBM, 3. Microsoft, 4. General Electric, 5. Nokia 6. Toyota, 7. Intel, 8. McDonalds, 9. Disney, 10. Google $67 Billion $59 Billion Branding-Top Worldwide Brands

What Does Your Brand Represent? What is Your Brand Worth? WHAT WOULD YOU LIKE IT TO BE? Branding

Marketing Communications (MARCOM)  Medium  Reach  Frequency  Rate  CPM = costo per mille Cost per Thousand THE EXECUTION OF YOUR MARKETING STRATEGY

Relationship Marketing  Direct Selling  Public Relations  Promotions  Online  Advertising

Direct Selling  Best Form of Relationship Marketing  Not Always Possible  Directly Engages Customers

Public Relations  Not Paid For  Brand Awareness  Credibility  Events  Media  Press Releases

Promotions  Give-away  POP  Events

Online  Your Website  Industry Sites  Blogs  Sponsorship  Links  Video  Social Networking

Advertising  Concept  USP  Headline  Copy  Offer  Call to Action A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad. Donny Deutsch

Advertising Mediums  TV  Magazine  Newspaper  Outdoor  Radio  Direct Mail  POP Displays  Internet Pros & Cons To Each

Questions…