randomperson52
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MARKETING

GENERAL

  • 3 Key Elements: Image, Context & Promotion
  • Balance expectations with the reality of operating environment.
  • Needs to be Integral to the Business Plan
  • Wider (right) audience = more business = more profit.




IMAGE



  • Image, Branding & The Marketing Mix
    • Define/Position Yourself; Price, Place, Product (High Low? Expensive?)
    • What Image do we want to have?
    • What values do we espouse?
    • What is the USP?


CONTEXT



  • Context A: Environmental Scanning
    • Factors: STEEPLE (Social, Technological, Economic, Ethical, Political, Legislative, Environmental)
    • With respect to SWOT.




  • Context B: Client & Users
    • o Understand them. Improve your brand and product to their needs = MORE VALUE
    • o Client Surveys
    • o Focus Groups
    • o Informal Evidence / Conversations




  • Context C: Competitors
    • o Who are they?
    • o How do we compare? Price? Value?
    • o How are we better?




PROMOTION



  • Critical to Deliver Return on Investment; must be targeted.
    • o Direct Advertising. Expensive. Blunt Instrument. Unsuitable.
    • o Personal Recommendation. Free. Extremely Effective. Targeted.
    • o Editorial Content. Balanced. But must be targeted carfefully.
    • o Social Media. Risky.
    • o PR. Expensive, but effective and targeted to business needs.
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