Old Marketing, New Marketing

Amy Sauers, Ph.D.College of Technology & Management

St. Petersburg College

Overview

What is Marketing?Old MarketingMarketing in CrisisNew MarketingOld vs. New MarketingRelationship MarketingCustomer Relationship DevelopmentEmotions as Motivators

What is Marketing?Video http://www.youtube.com/watch?v=vj29qmLnBiE Your Turn: What do you think of when you think of marketing?

Old Marketing: The Marketing Process

1) Identify target.2) Sample them.3) Shout message at them.4) Measure sales.

Old Marketing: 4P’s

1) Product2) Place 3) Price4) Promotion

Your Turn: Why would this way of marketing be the old way?

Marketing in Crisis

“Marketing has overspent and underdelivered.”What do you think of when you hear the word “marketing?”

Marketing in CrisisCustomers are not on/off switches.You do not “target” your friend.Win-lose relationships always end up as lose-lose.

New Marketing

Customers are volume dials.

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5

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# Customers

# Purchases

New Marketing

Each customer is a niche target of 1.Use a DB to keep track of customer data.Co-create products along with customers.Of the customers, by the customers, and for the customers.

Old vs. New

Old Marketing: “We make, you take.”New Marketing: “We both make.”

New Marketing is…

SocialInteractiveAdaptiveUniqueAll about building relationships

Your Turn: Can you give an example of new marketing?

New Marketing is…

Relationship MarketingYour Turn: What is a good relationship like?What is the basis of a good relationship?Do good relationships start good and become great? How?Have marketers acted like good partners in a relationship?

Customer Relationships Develop in Stages

STAGE

4= Commitment3= Growth2= Exploration1= Awareness

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Issue: Keeping it Real

Marketers reach customers with DB information, but…The communication is not genuine.Your Turn: Can you give an example where this happened to you?

Relationships going bad…

Your Turn: What is it like when your relationships go bad?Dysfunctional marriage modelDifferent from functional relationship development model

What to do?

Meet customers “where they are” in the relationship stages.Clip: Genuine communication http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2241

What Motivates?

Your Turn: What motivates you? What motivates you to spend more time with someone?Emotions

What Motivates?

Brain formed in layers through evolutionReptilian – emotion?Mammalian – emotion?Homo Sapien – emotion?

Understand Customer Emotional Stages

Emotions motivate customers to go to the next stage.Clip: It’s always been a matter of trust. http://www.youtube.com/watch?v=6yYchgX1fMw

Conclusion

What is Marketing?Old MarketingMarketing in CrisisNew MarketingOld vs. New MarketingRelationship MarketingCustomer Relationship DevelopmentEmotions as Motivators

Conclusion"The key to this business is personal

relationships. Suddenly it was all clear. The answer was fewer clients. Caring for them, caring for ourselves, and the games too... We must crack open the tightly clenched fist and give back a little for the common good, we must simply be the best versions of ourselves... that goodness will be unbeatable and the money will appear" (Crowe, C., Jerry Maguire, 1996)