1. Developing a Marketing Culture

2. Evolution of our business environment
Product Centred
Sales Centred
Client Centred
MARKET TRANSITION
Mass
Individualisation
Placing Client Needs at the
centre of our objectives
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Developing a Marketing Culture

3. Agenda - Answering the questions
What does marketing mean to my business?
Have I defined the client I want?
What is the cost of losing a client?
Is price a differentiator?
How do I create a marketing culture?
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Developing a Marketing Culture

4. The future is now
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Developing a Marketing Culture

5. Differentiation Differentiation is the basis of great Marketing”
Robert E. Krumroy
Brilliant Strategies & Fatal Blunders
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Developing a Marketing Culture

6. What is marketing?
“Marketing is the whole business seen from the point of view of its final result, that is, from the customers point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise”
Peter Drucker (1954)
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Developing a Marketing Culture

7. Creating a corporate marketing culture
“Those organisations responding to the needs of the new market place are transforming themselves into selling organisations, BUT not without first questioning basic assumptions about how they communicate internally, whom they hire and why.”
Dinah Daniels 1999
President PI Worldwide
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Developing a Marketing Culture

8. Organisational Culture Types
Organic Processes (flexibility, spontaneity)
TYPE: CLAN
DOMINANT ATTRIBUTES:
Cohesiveness, participation, teamwork, sense of family
LEADER STYLE:
Mentor, facilitator, parent-figure
BONDING:
Loyalty, tradition, interpersonal cohesion
STRATEGIC EMPHASIS:
Developing human resources, commitment, morale
TYPE: ADHOCRACY
DOMINANT ATTRIBUTES:
Entrepreneurship, creativity, adaptability
LEADER STYLE:
Entrepreneur, innovator, risk taker
BONDING:
Entrepreneurship, flexibility, risk
STRATEGIC EMPHASIS:
Innovation, growth, new resources
External
Positioning
(Competition, differentiation)
Internal Maintenance
(Smoothing activities, integration)
TYPE: HIERARCHY
DOMINANT ATTRIBUTES:
Order, rules and regulations, uniformity
LEADER STYLE:
Coordinator, administrator
BONDING:
Rules, policies and procedures
STRATEGIC EMPHASIS:
Stability, predictability, smooth operations
TYPE: MARKET
DOMINANT ATTRIBUTES:
Competitiveness, goal achievement
LEADER STYLE:
Decisive, achievement-oriented
BONDING:
Goal orientation, production, competition
STRATEGIC EMPHASIS:
Competitive advantage and market superiority
London Business School
Centre for Marketing
Research Paper 1996
Sean Meehan & Patrick Barwise
Mechanical Processes (control, order, stability)
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Developing a Marketing Culture

9. Creating a corporate marketing culture
“We can’t think outside the box because someone’s sitting on the lid”
Guy Browning Innervation - Redesign yourself for a smarter future
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Developing a Marketing Culture

10. The Marketing Committee
appointed by managing partner
includes cross section of management & staff
has authority to make & Implement plans
sets objectives for everyone
has realistic & practical guidelines
creates monthly marketing activities for principals & staff
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Developing a Marketing Culture

11. Make marketing a priority
“Marketing is no longer a skill-module to be mastered after you have been in sales for a period of time. Marketing will become your new business foundation, the universe around which every other system rotates, if you expect to be successful in the future”
Robert E Krumroy
Identity Branding:
Distinct or Extinct?
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Developing a Marketing Culture

12. Make marketing a priority
“Financial planners, lawyers & accountants take note … professionals learn everything at university except how to run a business.”
An abridged excerpt from Martin Grunstein
author of ‘Marking Profits in Changing Times’
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Developing a Marketing Culture

13. Building client relationships
What Do You Want Your Clients to Look Like?
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Developing a Marketing Culture

14. Client line of sight
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Developing a Marketing Culture

15. Client score card
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Developing a Marketing Culture

16. The importance of client retention
It’s hard to get them, let alone keep them... 9%
14% 3% 5%
69%
Move Away
Develop New
Price
Product
You
Michael Le Boeuf How to Win and Keep Customers
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Developing a Marketing Culture

17. The importance of client retention
Of the 100% of clients we lose,
we hear from 4% of dissatisfied clients;
96% just quietly go away; &
91% will NEVER come back
Michael Le Boeuf
How to win and Keep Customers
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Developing a Marketing Culture

18. The importance of client retention
Let’s Do the Math……
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Developing a Marketing Culture

19. Is price a differentiator?
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20. Is price a differentiator?
“Price only differentiates when sameness exists”
Brad Collins
National Manager
Sales and Professional Development
AXA Australia
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Developing a Marketing Culture

21. Don’t discount your value
NO PRICE OFFS “I prefer to chuck product or give it away than to cut the price at the end of the day”
Tom O’Toole
Beechworth Bakery
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Developing a Marketing Culture

22. Creating a value perception
“Don’t Sell What YOU want to Sell, Sell What the client WANTS to Buy.”
Derived from Tom Hopkins
How to Master the Art of Selling
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Developing a Marketing Culture

23. What’s in it for the client?
“In the new economy you need to think first, use information second and always remember that information is no substitute for imagination, intuition and pure thought.”
Guy Browning Innervation - Redesign yourself for a smarter future
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Developing a Marketing Culture

24. What’s in it for the Adviser?
Do Market Oriented Businesses Perform Better?
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Developing a Marketing Culture

25. Getting a head start
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Developing a Marketing Culture

26. Thank You… Any Questions ?
Conclusion
Thank You… Any Questions ?
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Developing a Marketing Culture