SDMN Customer Driven Marketing Plans & Strategies

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www.incisive-marketing.com © Incisive Marketing Limited 2010 Customer Driven Marketing Plans & Strategies Strategic Marketing With Everyday Items” Jeff Bartlett

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Transcript of SDMN Customer Driven Marketing Plans & Strategies

Page 1: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Customer Driven Marketing Plans & Strategies

“Strategic Marketing With Everyday Items”

Jeff Bartlett

Page 2: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Marketing is (at least in principle) very simple.....

“Identifying & Satisfying Customer Needs Profitably”

Marketing plans needs to focus on the Customer

– What does our potential customer look like?

– What product (service) do they need or desire?

– How much will they be willing to pay?

– How will we communicate with them to generate opportunities?

– How will we manage & measure the sales journey to derive profit?

Introduction

Page 3: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Cakes....Widgets....Wallets....Jigsaws....Funnels

Page 4: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Cakes: Are for Market Segmentation

Identifying Your Slice of the Cake

B2Consumer: Demographics

– Sex, Age, Social Grade (ABC1C2DE), Location, Marital Status

– Baby Boomers, Generation X, Generation Z, Silver Surfers

B2Business: Firmographics

– Revenues, Employees, Location, Industry (SIC)

Be realistic about your REACHABLE Market

– Satisfy the needs of your slice of the market

Page 5: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Widgets: Are for defining the Product

Delivering the “Must Haves” & Creating Desire

Functionality, Features...

Size, Colour...

Quality, Warranties...

Packaging, Brand Identity...

Service, Delivery...

“Bit of Magic”

Page 6: SDMN Customer Driven Marketing Plans & Strategies

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Wallets: Are for the Price the Customer will Pay

Use the Pricing Pyramid for “Right Pricing”

Luxury

Niche

Mid-Market

Mass-Market

Page 7: SDMN Customer Driven Marketing Plans & Strategies

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Cakes....Widgets....Wallets....Jigsaws....Funnels

Page 8: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Jigsaws: Are for Deciding how to Communicate

Clear Message, Right Audience, Engaging Communications

– Less is More in Marketing Communications

Page 9: SDMN Customer Driven Marketing Plans & Strategies

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“Traditional” Marketing Jigsaw

Sponsorship

Events & Exhibitions

Market Research

Advertising

Point of Sale

Hospitality

Telemarketing

PR & Media

Relations

Direct Marketing

Literature

Promotional

Gifts

Web & New Media

Page 10: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

“Digital” Marketing Jigsaw

WEBSITE

Business Social

Media (LinkedIn)

Customer Insight

(Market Research)

Pay Per Click

Advertising

Viral (YouTube)

Consumer Social

Media (Facebook)

Search Engine

Optimisation

On-line Public

Relations

Email Marketing

Broadcast Social

Media (Twitter)

On-line

Directories

Banner Advertising

Page 11: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Funnels: Are for Forecasting, Planning & Measuring

Page 12: SDMN Customer Driven Marketing Plans & Strategies

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Funnels: B2B Sales Funnel (Forecasting)

Page 13: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Funnels: B2B Traditional Marketing (Planning)

Page 14: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Funnels: B2B Digital Marketing (Planning)

Page 15: SDMN Customer Driven Marketing Plans & Strategies

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Funnels: B2B Website Activity (Measuring)

Page 16: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

Cakes....Widgets....Wallets....Jigsaws....Funnels

Page 17: SDMN Customer Driven Marketing Plans & Strategies

www.incisive-marketing.com © Incisive Marketing Limited 2010

The Product Offering of Choice in Your Target Market

Characteristics of Brand Power

– Reputation

– Loyalty

– Referals

– Evangelism

Results of Brand Power

– Gross & Net Profits above the Industry norm

– Continuous Revenue Growth

– Growing Market Share

Delighted Customers: Create BRAND Power