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Marketing 101

Marketing Tools for the New Millennium


“Marketing is the process of finding, then keeping your customers.” Jonathan Trivers


Format: 1 hour keynote-3 hour training session

The rules are changing and the tools for marketing your products and services are as well. You need to market smarter, not harder.  Having a wonderful product or a fabulous service does not guarantee success.  Your winning ideas need to be combined with a professional forward looking marketing plan.

This seminar is designed for entrepreneurs ready to take the next step, people engaged in marketing, professionals looking for ways to develop a clientele and anyone interested in increasing revenues.  It will be a refresher for some and a primer for others.  Everyone involved in moving a product or service from its source to its final consumer will be interested in what Elaine has to say.

INTEGRITY

The fundamental and universal foundation for successful marketing is honesty.  Although this appears to be simple and obvious, it must be the hallmark of your dealings with your customer or all other efforts will be fruitless and success will be temporary.

NICHE STRATEGIES WORK

Smaller organizations, with modest ideas and limited product offerings can be extremely successful when dominating the market.  Even though it can be a vulnerable position, quick entry into a market trend can reap excellent results.  Accessible, easily identifiable market segments make niche marketing more viable now than ever before.

VALUE ADDED

Customers are very value conscious.  They are willing to pay extra for extras.  Consider adding something of value to your existing line. 

CROSS-PROMOTION

Attach yourself to another related product.  Negotiate with another organization to promote your products together.  It can create excitement, interest and increased sales.

EXPOSURE

Donate your products and services to high profile people or to high profile events.  If there are 1,500 people wearing your logo on a T-shirt at an event, it is like having a walking billboard.  Not to mention the good will and good work that results.

BE UP-TO-DATE

A savvy consumer will recognize a company that doesn’t respond to overall social, political, economic or technical trends. Don’t rely on a feeling of nostalgia to compensate for an old fashioned, out-of-date strategy.

QUALITY

A high quality product and a reputation for distinctive service are more critical than ever.  Be sure there is quality in everything you offer and remember everyone is involved in the satisfaction of customers.

CONSIDER MULTIPLE CHANNELS

Direct mail, catalogers, agents, dealers, distributors, retailers can all increase your market share.  They come with a cost that must be measured against revenues.

ADD CONVENIENCE TO YOUR PRODUCT OR SERVICE

At one time, we spent time to save money...now we spend money to save time.  Delivery, communication, responsiveness, service that is timely can be a critical advantage in the marketplace. 

 TRANSFORM CUSTOMERS INTO SALESPEOPLE

Your customers can be your greatest sales force. Traditionally, 95% of marketing dollars is spent on prospecting and attracting new customers and only 5% is spent on maintenance and developing the buyer into an Advocate.  Your best sales force can be an uncompensated assembly of delighted consumers.  Buyers go through the following stages.

At least 30% of your marketing budget should be spent on the Buyer, Friend and Advocate.

NARROW CASTING AND DOMINANCE

Do an in-depth analysis of your customer base.  Concentrate on the top 20% of your customers.  Those that are not profitable should be steered in the direction of other organizations that can meet their needs more efficiently.

TECHNOLOGY

While it is absolutely critical to most organizations to introduce technology into all aspects of marketing, be sure it has a purpose.  Do not be intimidated by technology.  Remember that you do not have to know how it works in order to use it.  The telephone was, at one time, an incredible piece of new technology. 

TRAIN, TRAIN, TRAIN YOUR CUSTOMER AND YOUR TEAM

The purpose of training is two-fold.  First of all, you want knowledgeable, competent people using your product or service to its full advantage.  The second purpose is to communicate the passion for the unique nature of your product or service.  Excitement is contagious and part of your training should be the transfer of commitmen

SOCIAL NETWORKING

How does today’s customer find out about your product? Social networking sites provide an opportunity to reach millions of potential customers in your target market. It’s also a way of staying in touch with very little invested. Word of mouth is a very powerful method of selling and the social networks have made word of mouth global in seconds.

MARKETING IS AN INVESTMENT

Each marketing tool has a price tag.  While this may at first glance look like an expense, consider it an investment.  The old adage, “You must first spend money to make money” is as true today as it ever was.  Perhaps it is even more critical.  In today’s fast paced marketplace, the investment is for survival as well as growth.

THE MARKETING AUDIT

Periodically your organization should conduct a marketing audit.  This is a back-to-basics approach that will cover all the principles of marketing and determine if there are any obvious gaps in the organization’s marketing program

 

 


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