MARKETING MAGIC!Training Session

30th March 2015

PURPOSE

To help you develop marketing communications campaigns

to extend your reach and impact

MAKE A BIGGER DIFFERENCE

CONJURE UPA BETTER RESPONSE

LEARN THE ‘TRICKS OF THE

TRADE’

WHAT WE’LL COVER TODAY

• The depth and breadth of marketing - what it can do for you

• The range of marketing communications techniques - how to choose which to use

• Segmentation, Targeting and Positioning - setting priorities and focusing resources

• If you can’t do it all – who might help?• The importance of planning – and being

‘marketing ready’

INTRODUCTIONS

WHAT IS MARKETING?

“The management process responsible for identifying, anticipating and satisfying

customer requirements profitably.”

Chartered Institute of Marketing

THE MARKETING MIX

• Product• Place• Price• Promotion (marketing communications)• People• Processes• Physical Evidence

WHAT MARKETING CAN HELP YOU DO

• Identify and attract customers• Raise your profile and build reputation• Change perceptions and behaviour• Grow your organisation sustainably• Make the difference you are ‘in business’ to

make

What makes the groups similar in terms of what they want or believe, or how they can be reached?

MAGIC HAPPENS WHEN

PREPARATION MEETS

OPPORTUNITY!

WHAT MARKETING CAN’T DO

• Work for you if you don’t get involved• Create solutions out of nothing • Provide long term success if the basic

ingredients are not right

CASTING YOUR SPELL

BASIC INGREDIENTS• Market intelligence and analysis• Customer intelligence and analysis• Appropriate channels of communication• Appropriate ‘messages’

MIX WITH• Creativity• A willingness to adapt and respond to circumstances• Good timing

CHANNELS OF COMMUNICATION• Website• Social media• Printed literature• Advertising• Editorial• Direct mail & email• Telesales• Exhibitions & events• Speaking opportunities &

briefings• Networking• Word of mouth• Merchandise

Selection criteria relate to:• Degree of control required• Complexity of message• Cost• Level of credibility desired• Nature of target audience – size,

geographical dispersion, etc• Requirement to build

relationships• Desire for feedback and

interaction

SEGMENTING A MARKET

There are many different ways to segment a market. Here are some of them:

• Age• Gender• Faith• Spending power• Educational level• Location• Specific interests or behaviours• Time of day available

What makes the groups similar in terms of what they want or believe, or how they can be reached?

What makes the groups similar in terms of what they want or believe, or how they can be reached?

ACTIVITY

• Define the audience groups you want to reach (Segmentation)

• Rank these ‘audiences’ in order of priority (Targeting)

KEY MESSAGES

• What do your key target ‘customers’ need to hear in order to make them engage with you?

• How do you look, feel and sound to them?

• Are you clearly differentiated from your competitors or partners?

DEVELOPING KEY MESSAGES

• Clear

• Compelling

• Consistent

ACTIVITY

• What key messages do you need to get across to them? (Positioning)

• Which channels of communication would be the most appropriate to reach them?

MAKING THINGS HAPPEN

WHAT ARE YOUR PRIORITIES?• What resources do you need?

IDEALLY, WHAT WOULD YOU LIKE TO DO?• What resources would you need?

Where might you look for support?

MARSHALLING RESOURCES

PEOPLE• You/your colleagues• Volunteers• Paid professionals

MONEY• Marketing Communications budget• Grants or Loans

KNOWLEDGE• Training courses • Information online or in books

CONJURING UP A PLAN

• Organisation/Marketing Objectives• Communications Objectives• Target Audiences• Channels of Communication• Key Messages• Strategy and Tactics• Budget/Resources• Timing/Activity Schedule• Methods of Evaluation

YOUR ‘TRICK’ LIST

• Set clear objectives• See everything from your customers’ perspective• Focus resources on priorities• Build a strong identity and differentiate your offer• Plan, evaluate and revise• Be sustained in your activity and consistent in

your messages• Allow yourself to be flexible and creative in

approach

What makes the groups similar in terms of what they want or believe, or how they can be reached?

MAGIC HAPPENS WHEN

PREPARATION MEETS

OPPORTUNITY!

ANY QUESTIONS?

MARKETING MAGIC!Training Session © Spot on Marketing & Communications 2015

www.spotonmarketing.org.uk@SpotOnCIC