Marketing Principles Session 1 – Role and Function of Marketing.
Marketing Role
Transcript of Marketing Role
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marketing
2014
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marketing 2014
WHY
AIESEC
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Drive MORE
CUSTOMERS
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What is a Customer Flow?
This is the process we pull strangers through in order to make them our
customers. Otherwise known as inbound marketing, this flow allows the
organization to pull strangers through our online systems faster.
THIS MEANS WE CAN HAVE:
FASTER RAISING & MATCHING
F ocused INBOUND
MARKETING
S i m p l e INTERNAL PROCESSES
More Customers than ever before!
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What is AIESEC’s Customer Flow?
It describes the process AIESEC goes through to develop relevant
exchange products for our market and deliver them with excellent customer
experiences
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PLANNING COMMUNICATION STRATEGIES
GOAL
TARGET
CHANNEL
MESSAGE
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Main Marketing are focused on the first 3 steps
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ATTRACT From Stranger to Visitor
Driving user traffic to our
channel and building
engagement within platforms and
communities
A STRANGER is someone who has not heard
of AIESEC
A VISITOR
is someone who goes to AIESEC.org or a national
AIESEC website
Social Media Online
Advertising
EwA Events
Word of Mouth
On the ground
Promotions
and more...
Blogs
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CONVERT From Visitor to Lead
Online content and physical
activities to drive people to
sign up and became a promoter
or customers of AIESEC
A VISITOR is someone who goes to
AIESEC.org or to a national AIESEC website
A LEAD is someone who registers or applies to join one of
AIESEC’s ELD programmes
Compelling and relevant
content
Show casing the
best stories
High quality
videos and design
Clear Calls to Action
Accessible information
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CLOSE From Lead to Customer
A Lead is someone who registers or applies to join one of
AIESEC’s ELD programmes
A Customer is someone who takes part in one of our AIESEC ELD
programmes
We close our leads by:
Meeting them in person
Giving them more
information
Taking them through the
selection process The Global
Online Registration
System
The Opportunity
Portal
Improving and optimising selection
process and sing-ups management to
raise as members or EPs
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The Opportunity
Portal
Customer Servicing
Global Social Media
Physical promotion
Website
Information
Designs
Showcasing
Email Mkt
Info sessions
MKT Responsibilities
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The Opportunity Portal
The Global/National ORS
Culture-shock
AIESEC Blog