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Chris West - Marketing on a Beermat from the Sales & Marketing Workshop held on Thursday 22nd April 2010

Business
1 of 56
Marketing on a Beermat ,[object Object]
What kind of Business are you? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Three Aspects of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Mindset 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Mindset 2 ,[object Object],[object Object],[object Object],[object Object]
Five Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Products ,[object Object],[object Object]
Positioning ,[object Object],[object Object],[object Object],[object Object]
Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object]
Elevator Pitch ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning 2 ,[object Object],[object Object],[object Object]
Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Features, Benefits, Value and Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing ,[object Object],[object Object],[object Object],[object Object]
Product Range ,[object Object],[object Object],[object Object],[object Object]
‘ Whole products’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Adoption Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
‘ The Chasm’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ways to research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Your customers (current and potential) ,[object Object]
Brand and Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
For many small Service Businesses… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More important than brand… ,[object Object],[object Object],[object Object]
‘ Routes to market’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some popular routes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Allies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Starting to talk to the market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Three Questions of Market Communication ,[object Object],[object Object],[object Object]
Traditional communication methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Basic rules of PR ,[object Object],[object Object],[object Object],[object Object]
PR ,[object Object],[object Object],[object Object],[object Object]
Case Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Making News ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Press Releases ,[object Object],[object Object],[object Object],[object Object],[object Object]
How not to do a press release ,[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Your Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search Engine Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Email Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blogging ,[object Object],[object Object],[object Object],[object Object],[object Object]
Videos ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GoogleAds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Networking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A caveat… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Value of Existing Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Your top flight customers ,[object Object],[object Object],[object Object],[object Object]
And the other levels? ,[object Object],[object Object],[object Object]
Marketing initiatives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
For every campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing and the Recession ,[object Object],[object Object],[object Object],[object Object]
To conclude… ,[object Object],[object Object]
Any questions? ,[object Object],[object Object],[object Object]

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