Marketing Strategy, Approach, Tactics, Marketing Mix, Channel Marketing, Vision, Mission, Values, Brand, Campaigns, Marketing Funnel

1. FINANCIAL SERVICES MARKETING –
BUILDING A NETWORK OF PARTNERS,
CAMPAIGNS AND THOUGHT LEADERSHIP
Martina Macpherson, Managing Partner, Sustainable Investment Partners

2. CONTENT
• Introducing Marketing
• Defining Marketing
• Building a Brand
• Vision, Mission, Values -…
• …Strategy
• Approach
• Old versus New
• Tactics
• Measuring Success (ROI)
• From Theory…
• …To Success
• Further Reading

3. INTRODUCING MARKETING
• How do you Describe the DNA of Successful Businesses:
• Innovative.
• Nimble.
• Obsessively focused on customers.
• Great story tellers.
• And What about Marketing ???

4. DEFINING MARKETING
1st: What Type of…
Marketing?
2nd: And How to Get
Started…?

5. BUILDING A BRAND
What’s a Successful Brand?
• Successful brands don’t just sell a product –
They also sell an identity.
• Brand is the identity that an organisation or product
presents to the world -
It goes beyond just a logo.
• From a consumer’s perspective, brands are about
personality -
Who? What? How?
• A successful brand promise meets its target
audience(s) –
Who? (‘Audience’) –
What? (‘Strategy statement’)?

6. VISION, MISSION, VALUES - …
How Do you Get Everyone Involved – And on Board?
• Mission –
Goals and core purpose in the organization‟s „domain.
• Vision -
Aspiration for the business - in serving the mission.
• Values -
Significant contributors to the mission & vision
(= „organization‟s culture‟).
• Strategic Beliefs – Premises
• Strategic Enablers - Tools
• Strategic Norms - Policies
• Strategic Initiatives - Actions
STRATEGY

7. …STRATEGY
• What are Marketing Strategies about?
• Marketing Plans –
• Filling market needs and reach marketing
objectives.
• Multi-year plans, with a tactical plan detailing
specific actions & tested for measurable results.
• Internal and External Environments –
• Internal = „Marketing Mix‟ to determine the
marketing budget and how to allocate across
the „Mix‟, plus performance analysis and
strategic constraints.
• External = customer analysis, competitor analysis,
target market analysis.
• A company's overarching Mission Statement.

8. APPROACH
• Marketing Planning – What are the First Steps?
• Situation Analysis –
understand your customers
• (SWOT) Analysis / Marketing Audit -
where are we now?
• Objectives - Create sustainable Objectives:
where do we want to go?
• Strategy: Segmentation -
segment your customer base
• Strategy: Positioning -
target new customers & position the business
• Tactics and Action –
create the marketing action plan
• Control –
monitor, manage and improve
MARKETING MIX

9. OLD VS NEW
Rethinking the ‘Marketing Funnel’• Marketing – A ‘Hierarchy of Effects’?
• Awareness (of the „Product Category‟)
• Consideration (of a future „Purchase‟)
• Preference (for a model or „Brand‟)
• Action (making the „Purchase‟).
• As the importance of customer retention
became better understood, a fifth stage
has been added: Loyalty.
• Today, engaged customers take on the
role of brand ambassadors and spread
their own positive messages online:
Advocacy.

10. TACTICS
What are ‘Successful Tactics’?
• Strategic Partners & Networks -
across sectors, geographies & segments
• (Online) Campaigns & Events –
including Brand, Sales, Product and Thematic
Campaigns
• Thought Leadership & PR –
to establish, communicate and maintain a
strong message
• Don’t forget… Strong Visuals – „a picture
speaks more than a 1000 words‟…

11. MEASURING SUCCESS (ROI)
How Can We Measure Success?
• Although cross-channel
attribution is a nascent market,
Forrester* has identified providers
that support it:
• Adobe, ClearSaleing, Convertro,
GroupM, and Visual IQ
• In addition, some providers offer
(free) online analytics stats:
• Google Analytics
• LinkedIn Analytics
• Topsy (Social Media Analytics)
Stats, Stats, Stats…
*The Forrester Wave™: Interactive Attribution Vendors, Q2 2012 Report

12. FROM THEORY…
Who, What, Where, How… Some Marketing Theories:
1. Value Innovation and The Value Curve – how to innovate change.
2. Porter's Five Forces of Competition Framework – market entry strategy.
3. Market-Oriented Ethnography – observing consumer behaviour.
4. Brand Personality Dimensions Framework – measuring brand personality.
5. Hierarchy of Effects Models – the effect of ads on consumers.
6. Service Mapping – how to improve customer service.
7. Brand Relationship Spectrum – how to manage branding strategies.
8. Change Equation - changing the culture to match the brand promise.
9. Doyle's Five Criteria for Segmentation - criteria for market segmentation.
10. Conjoint Analysis – what attributes & factors are most important.

13. …TO SUCCESS
So how can we Define ‘Successful Marketing’?
• ACCESS - be faster, be easier, be everywhere, be
always on.
• ENGAGE - become a source of valued content.
• CUSTOMIZE - make your offering adaptable to your
customers' needs.
• CONNECT - become a part of your customers'
conversations.
• COLLABORATE - involve your customers at every
stage of your enterprise.
• Last but not least, PAY ATTENTION – to build a
sustainable, impactful and long-term marketing
strategy.

14. FURTHER READING
STRATEGIC NETWORKS. CAMPAIGNS. THOUGHT LEADERSHIP.
• David L. Rogers, The Network Is Your Customer: Five Strategies to Thrive in a Digital Age, 1st edition, Yale
University Press, 2011
• Eric Worre, Go Pro - 7 Steps to Becoming a Network Marketing Professional, Network Marketing Pro Inc., 1st
edition (May 1, 2013)
• David Meerman Scott, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile
Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, Wiley; 4 edition (July 1, 2013)
• Jay Conrad Levinson, Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small
Business, Houghton Mifflin, 4th Upd Exp edition (May 22, 2007)
• Al Ries and Jack Trout, Positioning: The Battle For Your Mind, McGraw-Hill; 1st edition (December 13, 2000)
• Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free
Press; 1 edition (June 1, 1998)
• Sean Platt and Johnny B. Truant, Write. Publish. Repeat. (The No-Luck-Required Guide to Self-Publishing
Success), Sterling & Stone (January 1, 2014)
• Philip Kotler and Kevin Keller, Framework for Marketing Management, Prentice Hall; 5th edition (March 3, 2011)

15. “
”
BUSINESS HAS ONLY TWO FUNCTIONS –
MARKETING AND INNOVATION. MILAN KUNDERA.
MARKETING IS THE ART OF GETTING PEOPLE TO CHANGE
THEIR MINDS. JAY CONRAD LEVINSON.
Thank you – for further information, please contact martina.macpherson@gmail.com