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Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing
Mastering marketing in 40 mins or there about ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why marketing is more important than ever! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing is more than just advertising.
Marketing ‘ The process of identifying customer needs and then bringing together business resources to satisfy those needs and provide an opportunity for optimising returns’.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The marketing process
What does your market really look like? Where’s your Wally? ‘ A market is an aggregation of all the alternative goods or services which customers regard as being capable of satisfying the same customer need ’
A segment not the whole orange ,[object Object],[object Object]
A clear vision and strategy ,[object Object],[object Object]
Clarity on internal marketing and common message ,[object Object]
Not about turning the tap on and off ,[object Object]
Route to market ,[object Object],Consumers/ Customers Business  Intermediaries/ Distributors / Retailers Influencers - media, trade members and other professionals Multiple decision makers/ specificiers
Selling the sizzle ,[object Object]
Speak in the language of your customer ,[object Object]
Doing the business the way your customer want ,[object Object]
Does your sales approach close more doors than it opens ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keeping in touch ,[object Object],[object Object],‘ It costs seven times as much to generate a new client than it does to sell to an existing customer’
How much should you spend on marketing – setting a budget ,[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring the return on your marketing 50% of my advertising/ marketing activity works But I am not sure which 50% Marketing activity is and should be measurable – if you set objectives and defined outcomes
Using the marketing  tool kit   Maximum return for minimum investment :  Inexpensive Staff time/CRM Direct sales activity Tele Marketing Media Relations Networking Literature Newsletters New-media Corporate Identity Branding Corporate Hospitality Exhibitions Advertising Expensive Highly targeted and measurable Hit and miss and less measurable
Recruit or use marketing people ,[object Object],[object Object]
Networking – not working ,[object Object],[object Object],[object Object],[object Object]
Be innovative in your marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Looking ahead embracing marketing to stimulate enterprise and prevent us becoming a nation of bonsai growers
Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing Telephone 07710 525746 Email jpinchbeck@streetsweb.co.uk

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mastering marketing in 40mins or there about

  • 1. Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing
  • 2.
  • 3.
  • 4. Marketing is more than just advertising.
  • 5. Marketing ‘ The process of identifying customer needs and then bringing together business resources to satisfy those needs and provide an opportunity for optimising returns’.
  • 6.
  • 7. What does your market really look like? Where’s your Wally? ‘ A market is an aggregation of all the alternative goods or services which customers regard as being capable of satisfying the same customer need ’
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Measuring the return on your marketing 50% of my advertising/ marketing activity works But I am not sure which 50% Marketing activity is and should be measurable – if you set objectives and defined outcomes
  • 20. Using the marketing tool kit Maximum return for minimum investment : Inexpensive Staff time/CRM Direct sales activity Tele Marketing Media Relations Networking Literature Newsletters New-media Corporate Identity Branding Corporate Hospitality Exhibitions Advertising Expensive Highly targeted and measurable Hit and miss and less measurable
  • 21.
  • 22.
  • 23.
  • 24. Looking ahead embracing marketing to stimulate enterprise and prevent us becoming a nation of bonsai growers
  • 25. Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing Telephone 07710 525746 Email jpinchbeck@streetsweb.co.uk