Marketing 101 BREAKFAST SESSION - WELL Presentation Stephen Beamish Follow me on Twitter: @blacktusk_bsi
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Marketing 101
WELL Presentation
BREAKFAST SESSION
Stephen Beamish
stephen.beamish@launchlab.ca
613.240.6451
Follow me on Twitter: @blacktusk_bsi
AGENDA
Introductions
What is marketing?
Case study
Three stages of marketing
Primary components of marketing
The 4 P’s
END OF BREAKFAST SESSION
ONLINE MARKETING SESSION
Social Marketing
Website
Twitter
Facebook
Google+
LinkedIn
Key Performance Indicators (KPIs)/Analytics
Pitfalls
Introductions
Backgrounds &
Experience
Goal of the session
What is marketing?
Creating It is more then just telling your story
It is solving a problem
Differentiation It is showing how you are different (not always better!)
Is not a slogan or a name
Brand Is what your customers perceive of you
“the conversation”
Your The greatest advocate of your brand
customers The journey of the customer
A daily act
Flawless/consistent A never ending process
execution Not to be the last effort of your strategy
Case Study Betamax vs. VHS
Betamax vs. VHS
Case Study
The Players • SONY – inventors of magnetic tape (inventors)
SONY • Inventor of Betamax
• Betamax invented before VHS
The Players • Panasonic – efficiency & distribution (followers)
Panasonic/JVC • Inventor of VHS
• Winner over Betamax vs. VHS
Betamax vs. VHS
Case Study
è SONY solved a
problem
è Solved the reel-to-reel problem with cassette which became
Betamax
è SONY goes to Panasonic
è Sony needed partners to establish Betamax as a universal format
è Panasonic recognize a fault: only 1 hr. of taping. SONY don’t agree
created
è Panasonic creates the VHS differentiation
è Having not formally protecting themselves, VHS create a 3 hour tape
builds
è Panasonic pushes differentiation brand/
flawless
execution
è Video stores move Betamax to the corner
Three Stages of Marketing
Three Stages to
Marketing Conversion
Lead
Generation
PHASE 3
MARKETING STRENGTH
Awareness PHASE 2
Ø Qualified lead to sale
Ø Nurture the sale
PHASE 1 Ø Strengthen customer advocacy
Ø Achieving critical mass
Ø Build lots of varied collateral
Ø Who are you?
Ø Nurture your leads
Ø Building subject expertise
Ø Push 3rd party validation
TIME
Components of Marketing
The 4 P’s
Product Price Place Promotion
à A narrower focus that is specifically directed to the product or service
à Addresses
à Problem it solves
à Product/service features
à Key differentiators
PRODUCT
VS.
SOLUTION
?The 4 P’s
Product Price Place Promotion
à Key points to consider when pricing a product:
à Will it sustain a sizeable margin today and tomorrow?
à Where do you fit in the competitive field?
à Are all costs taken into consideration when building your pricing?
à Will you use a lost leader approach?
PRICE IS NOT
A
DIFFERENTIATORThe 4 P’s
Product Price Place Promotion
à How will your product be distributed? Direct? Indirect?
à Key points to consider:
à Is your strategy built around one-to-one or one-to-many?
à If one-to-many, does your distribution strategy scale?
à Key differentiators
YOU NEED TO
MARKET TO
YOUR
DISTRIBUTORSThe 4 P’s
Product Price Place Promotion
à Objective is: Raise customer awareness of a product/service,
generating sales and driving continued brand loyalty.
à Your social media avenue to promotion:
à Twitter
à Facebook
à Google+
à LinkedIn ADDITIONAL
SOCIAL MEDIA
CHANNELS
?QUESTIONS?
Marketing 101
WELL Presentation
ONLINE MARKETING SESSION
Stephen Beamish
stephen.beamish@launchlab.ca
613.240.6451AGENDA
ONLINE MARKETING SESSION
Social Marketing
Website
Twitter
Facebook
Google+
LinkedIn
Key Performance Indicators (KPIs)/Analytics
PitfallsYOUR WEBSITE
SOCIAL MEDIA CHANNELS
SOCIAL MEDIA
CHANNEL
brand expansion
instant
one-to-many
awareness free
spammers
on topic
consistency
time
dedicationSOCIAL MEDIA
CHANNEL
geographical unlimited
B2C
facebook email
targeted free
ads
buying ‘likes’
consistency
time
fake profilesSOCIAL MEDIA
CHANNEL
free B2B
SEO
relevance
User friendliness
poorly attended
commitmentSOCIAL MEDIA
CHANNEL
extensive use B2B
blogging
groups
ease of use
poor B2C
time commitmentHow To Measure
Success?
Key Performance Indicators (KPI)
KPI’s evaluate the success of a
marketing campaign or marketing
activity like social mediaClearly Articulate Goals and Set Definition for
Success
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
2Q13 3Q13 4Q13 1Q14 2Q14
If you want 20% increase web traffic in Year 1 – make sure you set
your KPI’s
Measure your performance on a monthly basis review quarterlyKPI’s are measured through
analytics
è Analytics are available with the web and all social
media platforms
è Analytics are critical to understanding how well you
are performing to the goals you set
è Don’t be afraid to pivot!Pitfalls
High 5 Syndrome Your launch is the start of your marketing,
not the end
No Action Plan Document ownership, deliverables and dates and
review weekly
Without any key performance indicators, you
No KPI’s have no way of knowing if your actions are
leading to successSUMMARY Your customers must feel and believe that you are different Must be consistent, must be well executed Remember, it is not B2B or B2C, it is human-to-human Execution will always be your biggest challenge. Don’t be afraid to pivot Social media is free! Use it well and measure! Avoid the “high 5” syndrome Stay focused, because when it works…it really works…
QUESTIONS?
Thank you Stephen Beamish stephen.beamish@launchlab.ca 613.240.6451
You can also read
