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Marketing Essentials 2.0 How to be a successful marketer

Marketing Essentials 2.0 How to be a successful marketer. By Tom Patty tompatty@cox.net. The Big Five Marketing Basics. TARGET (it all starts here) Benefit Value Process Growth A process, not a la carte “Ready, aim, fire”. Target.

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Marketing Essentials 2.0 How to be a successful marketer

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  1. Marketing Essentials 2.0How to be a successful marketer By Tom Patty tompatty@cox.net

  2. The Big FiveMarketing Basics • TARGET (it all starts here) • Benefit • Value • Process • Growth A process, not a la carte “Ready, aim, fire”

  3. Target The less money, the more targeted The power of the few (20/80 rule) Goal: the highest return on investment Two questions: What do they do? What do they value?

  4. Benefit Volvo Ferrari Target Benefit

  5. Value Value = Benefits divided by cost Only relevant to target Increase benefits/do not reduce cost

  6. Marketing Purchase ProcessFunnel Awareness (100%) Consider (40%) Shop (30%) Intend (20%) Buy (10%) Love (5%) (It’s all about conversion) “Where are your strengths,weaknesses?

  7. Marketing in 3 easy steps • The right person • The right message 3. The right time

  8. Marketing Tools(What job needs to be done?) • Old New Advertising Broadcast Internet Print (Google) Outdoor Mail Collateral Brochures Website

  9. Marketing Tools (con’t) Old New Publicity Press release “story” blogs newsletter social media Promotion “sale” add value

  10. Grow Your Business 1. Get more customers 2. Get more money from customers (What are you going to do that has value to customers?)

  11. How to Grow Your Business(Most bang for buck) • New Products or Services • New Distribution • New Promotion • New Packaging • New Value (What is your plan?)

  12. Resources SCORE seminars, workshops, counseling ecorner.stanford.edu/ (videos) PaulGraham.com (essays) TED.com (videos)

  13. Summary • The Big Five (Targeting) • Purchase Funnel (Conversion) • Marketing Tools (Right tool for job) • How to Grow (Most bang for $)

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