Marketing Is A Process of Continuous Improvement

Class 5: Leveraging Marketing for You & Your Business

presented byStirling Morris

Great Marketing Is A Process

Learning Objectives:

● Marketing for Business Development, Sales, & Operations

● Improving Marketing strategies from the customer's POV (point-of-view)

● Marketing for Social Change & the Social Good● Leveraging Marketing with up-to-date tools &

resources● Continuous improvement through Marketing Plan

updates

Marketing for Business Development

Business Development works as the bridge between marketing efforts and sales & operations.

Marketing & Business Development work hand-in-hand to implement growth opportunities

Improving Marketing Strategies

Marketing Strategies are the stepsto bring the marketing plan to life:

● Performing situational analyses● Setting objectives & goals● Allocation of resources (financial,

personnel, & tools)● Structuring teams & assigning responsibilities● Managing, monitoring, evaluating the process● Developing the process through training & integration

Performance will be recognized when the Marketing objectives of the Marketing Plan are realized.

Developing Strategies from the Customer's POV

Effective Marketing today is dependent on the Social Customer. There are two critical components to develop marketing strategies when engaging the Social Customer:

■ What are they finding about you & your business? Be transparent!

■ How are you addressing the Social Customer's needs?

When was the last time you distributed a formalized survey or evaluation to your audience?

Marketing for Social Change

Why is Social Change critical to Marketing? Social Change is driven by:

● culture● religion● economy● science● technology

These global forces impact how we interact as individuals, groups, and businesses

Marketing for Social Good

A Social Good is a good or service that benefits the largest number of people in the largest possible way. When marketing your business, think:

● Locally● Regionally● Globally

We are each other's audience withtoday's marketing options. Thinkglobally and act locally.

Marketing Tools & ResourcesWhat tools and resources are available to leverage marketing?

● CRM (Customer Relationship Management) Resources● Analytical Resources● Team Involvement & Technological Resources● Advisors & Networks

Having the right tools & resources will ensure success. What's in your bag?

Marketing Plan Continuous Improvement

Make Marketing Plan updates annually to coincide with Business Plan updates

Regular marketing assessment & evaluation is needed regardless of updating the Marketing Plan

The Takeaway

● Business Development through MarketingEffective marketing is realized through business growth

● Marketing from the customer's point-of-viewBe transparent and address your customer's needs

● Marketing for Social Change & Social GoodThink locally. Act globally.

● Marketing tools for continuous improvementTools & resources that benefit both staff & customers

● Marketing Plan updatingPerform regular evaluations as well as annual updates

Looking Ahead . . .

In 2013, expect:● Marketing classes for varying levels of learners● Marketing classes that are geared to specific marketing

options rather than being all-encompassing

What questions do you have for me?