the marketing function · the marketing function “half the money i spend on advertising is...
TRANSCRIPT
the Marketing Function
“Half the money I spend on advertising
is wasted; the trouble is I don’t know
which half.”
advertising
John Wanamaker – 1838 - 1922
“Pioneer of Marketing”
2014 version
the Change
Convergence of three forces:
People now control the brand.
2014 is the age of the customer.
3. Internet is ubiquitous
1. People research online before buying
2. People no longer trust company-sponsored
advertisements
the Opportunity
The “new paradigm” is not about doing the same
things through the new digital channels. It’s still
about
The new paradigm simply provides more powerful
and cost-effective methods for communicating the
big idea.
communicating the big idea.
the Concept
Jack Trout and Al Ries – Positioning:
The Battle for Your Mind, 1976
“Positioning is about owning a space in the
mind of your customer.”
the Challenge
It’s the single, greatest challenge of small to mid-market enterprises.
the Challenge
… to focus on customer acquisition tactics that
AREN’T aligned to the core of their go-to-market
activities … their positioning and brand strategy
It’s common for SMEs …
… to NOT be able to clearly identify their
competitive advantages in the marketplace
the Challenge
Difficulty beating the
competition
This creates…
Unpredictable revenue
growth
Marginal return on marketing
investments
INVESTMENT
RETURN
the Solution
The easiest way to improve the results of ALL marketing and sales activities is to …
Clearly define your positioning
Align your brand strategy to support it
the Solution
the Solution
Put your stake in the ground …
Be known for a certain “something” …
Communicate it well …
Communicate it often …
Win mindshare …
Influence your market.
an Example
All natural tea, and honest relationships with
customers, suppliers, and the environment
the Program
Determine current market positioning, value delivered, and future mindshare to own.
Analyze how you rate against the competition.
Determine your competitive advantages.
Clarify your purpose and long-term goals.
Create your brand strategy.
Align your marketing and sales tactics to your strategy.
Position
Compare
Differentiate
Inspire
Define
Execute
Six modules, delivered over six weeks.
Guided tools + facilitation by SME positioning and branding experts for a fresh, objective perspective.
’the Audience
Leadership teams of small to mid-size
enterprises (typically $1 million to
$100 million in revenue)
CEOs, VPs and Directors of
Marketing and Sales,
Stakeholders
the Program
The foundation of a strong positioning strategy is a detailed market analysis. What market share do you already own? Why do your customers buy from you? What opportunities are available in the market? How can you take advantage? What mindshare do you want to own? What can you own?
An objective competitive analysis allows you to understand the challenges ahead for beating your competition and winning that mindshare. How do you stack up against the competition? What do you have to do differently to win?
How are you differentiated from your competition? What strengths truly differentiate you? How can you turn those strengths into competitive advantages in the marketplace?
What is your true purpose? How do connect with people to inspire your team and your market? Why should they care?
How well does your brand truly represent an experience ?
What is your plan for owning mindshare?
Framework uses proven best practices, starting with positioning.
the Ahas
Clarity on how to influence your target market and beat
the competition.
Understanding of how to improve marketing assets and align them to your positioning.
Identification of the best activities and mediums for communicating
with the marketplace.
CONTENT
MARKETING
SEARCH
MARKETING
FA
CE
BO
OK
INF
OG
RA
PH
ICS
PR
ES
S
BLOGGING
Clarity on who to target, what to say, how to say it, and what to deliver. Clarity on who to target, what to say, how to say it, and what to deliver.
the Ahas
A unified approach for
influencing the market
Leverage from your
marketing and sales
Increased ROI from your
marketing investments
Increased value of your
brand asset
Accelerated revenue growth
the People
We provide:
Owning Market Mindshare program for leaders of SMEs, Marketing MO planning and management web
app, and The Strategic Marketing Process book.
the People
