Welcome to

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‘The best thing since sliced bread’

David Watkins

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How will you achieve your price objectives?

Same price for all

Start low – introductory offerStart high - discounting

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No demand

No production capabilityInsufficient finance

Bad timing

Feature – what it has

Advantage – this meansBenefit – what it does for you

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No compatibility with existing product or service

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Over enthusiasm

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No demand

No production capabilityInsufficient finance

Bad timing

No compatibility with existing product or service

Over enthusiasm

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©Pink Elephant Training

©Pink Elephant Training

©Pink Elephant Training

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What is the brand definition for my

business?A brand is more than just identifying or differentiating

products

Brands add value

Brands deliver a promise

Brands mean something

Brands create loyalty.

A brand name provides an image in the customer’s

mindValue for money

Reassurance

Long term reliability

Nice people to deal with

5 points to brand definition# Is it focussed?

# Is it different enough from competitors?

# Will it motivate customers to respond to your advertising?# Can you lay claim to ownership?# What is the time period before it needs tweaking?

A brand name should provide long term

value

Selling through your name

Computer operating system?Computer spreadsheet?

Computerised accounts program?

Solid emulsion?Baked beans?

COKE IS IT!

Act local - think Global

Visual imagery

Name should be short / easy to spellNames should use few letters

Names should suggest what you doNames should be uniqueNames should alliterate

Names should be pronounceableNames should surprise not offendMixing names and numbers – difficult to remember.

Names must be memorable, easy to pronounce and not

offensive in other languages

Mitsubishi PajeroFord Pinto

PshittPissKrapp.

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www.newlabour.co.uk

Register your name.

Register your

name.

www.dti.orgwww.dti.gov.uk

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Is marketing an art or a science?

Marketing is a TOTAL philosophy – through every

aspect of your business

Key elements:

Know your customers – their likes, dislikes, expectations etc

Know your competitors – their strengths and weaknesses

Marketing is ensuring the business makes what the customer wants to buy

Selling is ensuring customer buys what the business produces

Are you meeting an unmet need?

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‘Build it and they will come’

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Next Hot Ticket - Monday 10 October

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The next Hot Ticket aims to take the fear out of making a speech or presentation using a structured format – POPTA - plus easy to adopt techniques to

enable you make your next presentation completely naked.

ThanK You© Written

and Presented by

David Watkins.

www.pinkelephanttraining.co.ukinfo@pinkelephanttraining.co.ukP:(0114) 288 5951

How to become a resource of choice

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