marketing principles6 4-2013
TRANSCRIPT
Marketing Principles
Ellen Treanor
Personal Branding Pros
Professional in Residence SUU
818-731-4880
Personalbrandingpros.com
Overview
• Exchange/Value
• Push/Pull
• What business are you (really) in?
• Abraham’s 3 ways to grow
Overview
• SWOT
• Branding
• Brand salience
• Disruptive force of Social Media
Four P’s
• P• P• P• P
Exchange/Value
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Exchange/Value
• Customer– Needs– Wants– demands
• Offerings• Value and satisfaction• Exchanges and relationships
Exchange/Value
Market segmentation refers to dividing the markets into segments of customers
Target marketing refers to which segments to go after
Exchange/Value
• The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs
Push/Pull
Push/Pull Promotion
What Business Are You In?
Business?
• What business are you REALLY in?
• What business do you need to be in to remain relevant?
Business?
• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
• What
• How
• Why
• I do __x__ for _y__ so they can _z__.
Business?
• Identify GAPS – Where you are– Where you need to be
Create compelling future, 30-300% growth plan
Add more VALUE
Growth
Jay Abrahams 3 ways to grow
• Increase the number of customers (clients)
• Increase the average transaction value
• Increase the frequency of repurchase
SWOT
Branding
Branding
Branding
Branding
Brand Associations
• Thoughts +Thoughts +• Feelings +Feelings +• Perceptions +Perceptions +• Images +Images +• Experiences +Experiences +• Beliefs +Beliefs +• Attitudes Attitudes
• = BRAND Experience= BRAND Experience
Brand Elements
• NameName• LogoLogo• TaglineTagline• ShapeShape• GraphicGraphic
• ColorsColors• SoundsSounds• SmellsSmells• TastesTastes• MovementMovement
Brand Salience
Brand Salience
• When telling your brand story, use these guidelines:
1. How you define yourself
2. What problem do you help solve
3. Emotional context- tell a significant story
4. Leave no room for questions in the minds of those in your audience
Brand Salience
Who is your target audience?
Who is already with you, who would you like to have, and who do you think wants your service?
Who are your competitors What do they do better and what do you do better?
What is your USP?
Disruptive force of Social Media
Disruptive force of Social Media
?