bmbt workshop #7a - "marketing & promotion"
Post on 16-Aug-2015
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# 7A – MARKETING, # 7A – MARKETING, PROMOTIONPROMOTION
Marketing is not SalesMarketing is not Sales ““Biggest Bang For Your Biggest Bang For Your
Buck”Buck” Freebies are BestFreebies are Best Multipliers and FeedersMultipliers and Feeders Learn to NetworkLearn to Network Branding and ImagingBranding and Imaging Co operativesCo operatives Marketing MaterialsMarketing Materials Customer ServiceCustomer Service
MARKETING IS THE ART MARKETING IS THE ART OF REACHING YOUR OF REACHING YOUR
AUDIENCEAUDIENCE
““Some believe Some believe that that
‘marketing’ is ‘marketing’ is the greatest art the greatest art
form of the form of the modern era.”modern era.”
MARKETING IS MARKETING IS NOTNOT SALES SALES
““Job Offer : Marketing. Job Offer : Marketing. Must have own car and Must have own car and
good personality. good personality. Commission based. Commission based.
Apply…..”Apply…..”
MARKETING MARKETING Packaging a product or servicePackaging a product or service Branding, making it quickly Branding, making it quickly
recognizable and memorablerecognizable and memorable Colors, designs, logos, displaysColors, designs, logos, displays Advertising Advertising Promotion, getting knownPromotion, getting known Building networksBuilding networks Social media, web promotionSocial media, web promotion Makes selling easierMakes selling easier
SALES SALES DeliveringDelivering on marketing ideas on marketing ideas Getting orders, Securing contractsGetting orders, Securing contracts Selling, generating revenuesSelling, generating revenues Building a sales teamBuilding a sales team Setting up distributors, Setting up distributors,
representativesrepresentatives Getting shelf space (retail)Getting shelf space (retail) Any activities that directly Any activities that directly generate $$$$$$$$$generate $$$$$$$$$
LET’S BE CLEAR LET’S BE CLEAR MarketingMarketing
comes before comes before salessales
Marketing is the Marketing is the creative, creative, outreach, outreach, awareness awareness building partbuilding part
Marketing Marketing targets your targets your marketmarket
SalesSales brings brings business through business through the doorthe door
Sales uses the Sales uses the tools developed tools developed in marketingin marketing
Sales creates Sales creates cash flowcash flow
Cash flow is Cash flow is lifeblood lifeblood
KNOW YOUR AUDIENCE KNOW YOUR AUDIENCE
““50% of my 50% of my advertising advertising
investment is investment is completely wasted. completely wasted.
Unfortunately, I Unfortunately, I don’t know which don’t know which
50%!”50%!”
GET TO KNOW CLIENTS GET TO KNOW CLIENTS Put yourself in customers’ Put yourself in customers’
shoesshoes Your own opinion does NOT Your own opinion does NOT
matter. You are NOT the matter. You are NOT the buyer.buyer.
Good marketing provides Good marketing provides customer with choicescustomer with choices
Strive for repeat clientsStrive for repeat clients Identify their needsIdentify their needs Act on your market researchAct on your market research
ALWAYS THINK OF THE ALWAYS THINK OF THE MESSAGE, AND IMPACTMESSAGE, AND IMPACT
““Where’s the Beef ?!”Where’s the Beef ?!”
Best ad, worst ad Best ad, worst ad EVEREVER
ELEMENTS OF ELEMENTS OF MARKETING MARKETING
AWARENESSAWARENESS. Get the market to . Get the market to know you. Don’t be shy to hype know you. Don’t be shy to hype successes.successes.
CREDIBILITYCREDIBILITY. Establish that you . Establish that you can do / deliver, what you say can do / deliver, what you say you canyou can
IMAGEIMAGE. Make yourself . Make yourself recognizablerecognizable
CONTINUITYCONTINUITY. Let people know . Let people know you are ‘still here’, ‘here to stay’you are ‘still here’, ‘here to stay’
NETWORKING, ETCNETWORKING, ETC. keep . keep generating new leads, interest, generating new leads, interest, multipliers multipliers
BUSINESS IS ‘PEOPLE’ BUSINESS IS ‘PEOPLE’
Understand people, understand how Understand people, understand how to reach themto reach them
Know your audience…everything Know your audience…everything about themabout them
Focus down…not selling to everyoneFocus down…not selling to everyone Recognize their needsRecognize their needs Use opportunities to ‘advance your Use opportunities to ‘advance your
cause’cause’ Be a little shameless in your efforts Be a little shameless in your efforts
WHAT TRIGGERS PEOPLE? WHAT TRIGGERS PEOPLE? Filling a needFilling a need GreedGreed Recognition of a Recognition of a
good good idea/businessidea/business
FlatteryFlattery Pride, egoPride, ego Price, bargainsPrice, bargains Choices Choices
A simple ‘rule of A simple ‘rule of thumb’thumb’
Everyone acts out Everyone acts out of their own self of their own self interest… not yours, interest… not yours, but theirsbut theirs
If it makes them If it makes them feel good, feel feel good, feel right, feel fulfilled, right, feel fulfilled, they will act. they will act.
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