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
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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.
How to become a resource of choice
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