© charles rapson, colebridge trust 2011 marketing – keeping it simple charles rapson colebridge...

© Charles Rapson, Colebridge Trust 2011

Marketing – keeping it simpleMarketing – keeping it simple

Charles RapsonColebridge Communications

www.colebridgecommunications.co.uk

[email protected]


Marketing – keeping it simpleMarketing – keeping it simpleCredentials35 years in product & brand marketing

Rover, MG, Mini, Land Rover, BMW, Ford

Ran own Marketing & Business consultancy

Colebridge Trust Social Enterprises

• Waterloo Woodwork – sales up 282%

• Colebridge Communications – up 277%



The

Cword

The

Cword

The secret ingredient of Marketing



Decide who your customers are

and get to know them really well

Decide who your customers are

and get to know them really well

The secret ingredient of Marketing


Marketing – keeping it simpleMarketing – keeping it simpleCustomersGet to know who they are, where they are, what they want, how they think, what they do, what they know about you, what they think about you, how they get information, how they buy things, what motivates them, etc …

Better than you know your own family



The rest is easy


Marketing – keeping it simpleMarketing – keeping it simpleResearchThe best way to find out about your customers is to talk to them.

Produce a survey – if you must

Talk to them one to one or in small groups


Marketing – keeping it simpleMarketing – keeping it simple6 Key Questions to ask1. How did you find out about us?

2. What do you think of the service we provide?

3. Are we good or bad value for money?

4. Is it easy or hard to do business with us?

5. What could we do better?

6. Would you recommend us or not? – and why?


Marketing – keeping it simpleMarketing – keeping it simpleSegmentDivide customers into groups based on particular characteristics – e.g. age, geography, industry, lifestyle, interests, etc

Whatever feels right

Choose which segment(s) you are going to target – prioritise based on profitability


Marketing – keeping it simpleMarketing – keeping it simpleThe Marketing Mix

Old School

The 4 P’s

Product

Price

Promotion

Place

Customer Focussed

S-VIA

Solution

Value

Information

Access


Marketing – keeping it simpleMarketing – keeping it simpleThe other P’sPeople

Process

Proof

BUT the ‘C’ word is the most important


Marketing – keeping it simpleMarketing – keeping it simpleSolution (Product)How well does the service you provide fit with the needs of the customers you’ve identified?

Could it be modified to fit other customers or just fit better?


Marketing – keeping it simpleMarketing – keeping it simpleValue (Price)Even if it’s free, there is a cost

Time & Effort

Is it worth it and what’s your service worth

Free means its of no value – make the value clear

You need to know your competitors


Marketing – keeping it simpleMarketing – keeping it simpleInformation (Promotion)If you understand your customers you will understand how to reach them.

What info do they need?

What incentive do they need?

How do you tell them?


Marketing – keeping it simpleMarketing – keeping it simpleYou USPUnique selling proposition

What’s so special about you that makes you stand out from your competitors?


Marketing – keeping it simpleMarketing – keeping it simpleAccess (Place)Not (just) about wheelchairs.

How easy is it to get understandable information about you?

How easy is it to find you?

How easy is it to join in or buy?


Marketing – keeping it simpleMarketing – keeping it simpleWays to communicate• Word of mouth

• Flyers

• Leaflets

• Website

• Email

• Direct Mail

• Networking

• Social Networking

• TV

• Cinema

• Radio

• Press

• Posters

• Sponsorship

• Promotions

• Viral

• Etc, etc, etc


Marketing – keeping it simpleMarketing – keeping it simpleWays to communicateWhat’s right for you depends entirely on who your

customer is, how they get information, how much they know about you, what they think of you, how they want to receive information.

Budget is a factor but it’s the last consideration.

• Marketing done well is an investment, not a cost

• Spend £1 on advertising, earn £2 in sales profit


Marketing – keeping it simpleMarketing – keeping it simpleThe Marketing Plan1. Start with WHO

2. WHAT are you selling & fit to 1

3. HOW are you going to sell it

4. WHERE are you going to sell it

5. WHEN

6. HOW will you know if it worked



RememberSuccessful marketing is ALL about understanding the customer. The better you understand them, the better you will do – and the rest WILL be easy



Charles RapsonColebridge Communications

www.colebridgecommunications.co.uk

[email protected]

© charles rapson, colebridge trust 2011 marketing – keeping it simple charles rapson colebridge...

Documents

marketing plan

successful marketing

simple customers

easy slide

simple ways

simple credentials

simple research

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