How to Make Your Marketing Initiative Matter to Senior Management: Moving from Tactical to...
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Transcript of How to Make Your Marketing Initiative Matter to Senior Management: Moving from Tactical to...
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How to Make Your Marketing Initiative Matter to Senior
Management: Moving from Tactical to
Strategic Relevance Presented By: Jim Mintz
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Maketing QuoteMarketing takes a day to learn. Unfortunately it
takes a lifetime to master Phil Kotler
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Our World is Changing Rapidly...
technology
social values
health
economics
demographics
environment
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If marketing is so great why don’t more public sector and non profit organizations embrace it?
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Marketing …Why now? Why should you care?
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Marketing is much more than promotion, advertising, communications or public education…
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M What are the marketing functions in public sector and non-profit organizations ?
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Marketing /promoting programs and policies
Executing marketing communications campaigns
Executing social marketing campaigns
Digital Marketing & Social Media Engagement
Marketing Research
Event Marketing
Branding
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• Revenue generation, alternative revenue strategies through sponsorships and commercial partnerships
• Defining what product/program/service organization can offer to its clients
• Developing pricing strategies for organization’s products and services
• Getting customers/clients to buy or use programs/products/ services
• Recruitment
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CEPSM/Phase 5 studied close to 600 organizations assessing the health of marketing in the public and non-profit sectors in Canada.
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0 10 20 30 40 50 60 70 80 90 100
Index Rating
Results & Outputs
Resources
Marketing Information &Measurement
Knowledge & Skills
Management
Planning
Organization
Culture
Rating of Public and Non-Profit Organizations Based on Key Marketing Health Indices
Non-Profit Sector (n=275) Government Sector (n=300) Total (n=575)
AgreeDisagree
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Characteristics of Effective MarketingOrganization
Focus on client and not itself Not bureaucratic Rely heavily on mktg. research Focused on integrated programs Bias towards segmentation Define competition broadly
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Characteristics of Effective Marketing Organizations
Focus on branding/positioning Strategy before tactics “Big Picture” thinking Commitment to Planning Strategies involve all 4 p’s Committed to measurement Willingness to take reasoned risks
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Does your marketing group have a brand?
Do you have a reputation within your organization?
If I asked the people in your organization what they thought marketing did, what would they say?
If I asked your executive team how to describe marketing’s contribution to your organization how would they answer?
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If your colleagues, clients, think that you are ineffective then that’s their reality. That’s your brand. If the senior management thinks you’re mostly about “fluff” that is their reality.If you want to be seen as a provider of solutions, you need to do more than talk about it. You need to make sure your priorities, your team, your actions are all focused on getting results.
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Nobody likes spending time on internal politics, but it’s a reality in government and non profits. Your ability to achieve, execute and get results is directly related to how successfully you’ve marketed the marketing team’s role and contribution to your organizations priorities & objectives.
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“My major challenge is convincing management to allocate adequate resources to support marketing”
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What skills do you need
• Policy and Decision Making Process • Understanding your environment , audiences,
clients and stakeholders• Agility, responsiveness, adaptability and
patience• Providing measured advice and “challenge”• Strategic thinking and planning• Working in teams• Managing in adverse conditions
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How to Make Your Marketing Initiative Matter to Senior Management:
How to Make Your Marketing Initiative Matter to Senior Management:
10 things you need to do to make marketing matter in your organization
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THINK LIKE A MARKETER TALK LIKE A MARKETERACT LIKE A MARKETER
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KNOW YOUR STUFF
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BUILD POSITIVE RELATIONSHIPS WITH
INTERNAL CLIENTS
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BE THERE WHEN THEY ARE SPLITTING UP THE CASH
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MAKE SURE THE SOLUTIONS YOU OFFER ARE
MARKETING BASED AND NOT COMMUNICATIONS OR
PUBLIC RELATIONS
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UNDERSTAND THE CULTURE OF BOTH YOUR
ORGANIZATION AND YOUR INTERNAL CLIENTS
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TUNE IN OR YOU WILL BE TUNED OUT
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NOTHING SUCCEEDS LIKE SUCCESS
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MAKE SURE YOU ARE AWARE OF ALL MARKETING
ACTIVITES GOING ON IN YOUR ORGANIZATION
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CONSTANTLY MARKET YOUR ORGANIZATION AND
YOURSELF TO INTERNAL CLIENTS
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YOU ARE ONLY AS GOOD AS YOUR LAST CAMPAIGN
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“Marketing is not an event, but a process . . .
It has a beginning, a middle, but never an end, for it is a process.
You improve it, perfect it, change it, even pause it. But you never stop it completely.”
Jay Conrad Levinson
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Jim MintzManaging Partner CEPSM
E-mail: [email protected]: 613.731.9851 ext.18Fax: 613.731.2407Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintzLinkedin: http://ca.linkedin.com/in/jimmintz2487 Kaladar Avenue, Suite 214Ottawa, ON K1V 8B9