1. Inverness Royal Academy
20th September 2012
Marketing

3. What is marketing???

4. • Marketing - Creating, communicating, and
delivering value to the customer.
• Marketing is not sales! Marketing is
everything you do to reach and persuade
customers. The sales process is everything
you do to close the sale. Marketing creates
opportunities, and sales brings about
outcomes. Marketing focuses on long
term concerns while sales is related with
short term focus.
• Marketing will make your business seen and
help identify your customers.

5. Marketing – What’s Included:
• Branding
• Advertising
• Printed Materials – Leaflets, business cards, etc
• Signage/livery
• Public Relations (PR)
• Website
• Research
• Feedback/Reviews
• Social Media
• And much more…

6. BRANDING
What’s it all about?

7. In 1970 you would
see on average
500
marketing messages
every day

8. Today, we are
bombarded with over
5,000
marketing messages…
EVERY DAY!

15. Strong Local Branding

16. What is a logo?
• A logo is a design symbolising a business.
• It’s a tool for instant recognition, a visual identity.
• It distinguishes businesses from competitors.
• It should reflect the essence/feel of the business
through the use of shape, font and colour.
• It can either be a graphic (symbol or icon) or a
piece of typography where the name is the logo.

17. Why a business needs a logo…
• It’s a way of your customers instantly recognising them.
• It shows that it’s a legitimate, trustworthy and credible
business.
• A logo can ‘say’ what the business is and does without
actually describing it.
• A logo is a valuable symbol and it can add value to a
business.
• It allows the business to stand out from competition.
• A professionally designed logo will grab peoples
attention.

18. What makes a good logo?
• Simple – Keeping it simple with a logo is the key; you want it to be
easily recognised. Don’t try to use too many colours and make sure
it remains eye-catching.
• Describable – If you can’t describe your logo then it’s too
complicated! This comes back to keeping it ‘simple’.
• Memorable – Goes hand in hand with ‘simple’ and ‘describable’,
you want your logo to be remembered, it needs to have impact but
doesn’t need to be over the top.
• Versatile – Your logo needs to be recognisable across various
mediums and applications. You should be able to use it in black and
white and also be able to scale it down and still see it.
• Relevant – Your logo must be relevant to your business and your
target market. This requires research into your industry, including
making sure it won’t be too similar to close competitors.
• Timeless – You need to make sure your logo is still going to be
relevant in the future and can cope with growth of your business.
Avoid following trends and remember rebranding can be costly!

19. Straplines…

20. Strapline (Slogan) Quiz
• Just Do It
• Sail the Loch, live the Legend
• Every little helps
• Simples!
• Because I’m worth it
• Finger lickin’ good
• It’s good to talk
• The ultimate driving machine
• Let your fingers do the walking
• Snap, crackle, pop!
• Probably the best lager in the world
• The best a man can get
• Think different
• Vorsprung durch technik
• The happiest place on earth

21. Why have a strapline?
• Increase brand awareness
• Instant recognition
• Show customers your aims and qualities
• Differentiate you from competitors
• Highlight benefits of your product
• Helps communicate to a new market
• Adds another dimension to marketing materials

22. Consistency
Consistency
Consistency

23. COCA-COLA

24. APPLE

25. INNOCENT

26. Getting it right online…
P.S. Consistency, consistency, consistency!

27. NIKE
Facebook Twitter

28. Coca-Cola
Facebook Twitter

29. FINDOCHTY HOLIDAY COTTAGE
Facebook Twitter

30. HYPER ARTS
Facebook Twitter

31. AMSTERDAM PRINTING
Facebook Twitter

32. Social Media
Using social media for business has a lot
of benefits but it must be done in a
controlled, professional and consistent
manner! It must also tie in very closely
with all other marketing undertaken
within the business.

33. Why use social media for business?
• Raise brand awareness
• Increase traffic to website
• Its cheap and its fast
• SEO (search engine optimisation)
• Your customers are using it!
• To find new customers
• Widen your target market and potential reach
• Build strong relationships with customers
• Build strong relationships with local businesses
• Market research
• And much more…

34. Letting customers know you are
using social media…
• Icons/links on website
• Icons/links within your blog
• Links from other social media accounts
• Icons on printed marketing materials
• Links within email newsletters
• Links on email signatures
• Tent cards within your business premises
• Window stickers within your business premises
• Mention it to customers in conversation

36. www.snowmarketing.co.uk
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