the new reality of marketing

The New Reality of Marketing Bart Foreman

Group 3 Marketing

Wayzata, MNwww.group3marketing.com

Group 3 Marketing

• Founded in 1988• Pioneer in database and

loyalty Marketing• Full service marketing

agency focusing on helping specialty retailers and B2B marketers maximize their marketing (and sales) growth potential

An introduction

Three Truths

Change is inevitable

• It always has been

(From Gutenberg to Zuckerberg)

Change is constant

• It always has been and

will be

You can’t keep up

• But you can manage the

process and we can help

Reality 101

Author and marketing guru Seth Godin said it best…

IF YOU GO OUT OF BUSINESS TOMORROW

NO ONE WILL CARE, SO DO SOMETHING

REMARKABLE, OR QUIT.

Technology• Multi-dimensional• Rollercoaster ride• Light Speed

Consumers (B2B & B2C)• Multi-dimensional• Rollercoaster ride• Light Speed

Marketing• Multi-dimensional• Rollercoaster ride• Light Speed

The New Reality

Your Real World Marketing Reality

Points of Pain

Greatest Marketing

Opportunities

Failure to look under

the rug

Failure to grasp the situation

Let’s Define MARKETING

#1 Takeaway

Marketing:

It’s what w

e do to IN

FLUENCE

the next sale

Marketing’s four primary challenges in 2012

• Determine what motivates consumers to buy in our categories

• How to build the story• How to deliver the story• How to prove the business case –

measuring results

Takeaway #2: It’s Complicated – It’s Personal

Why Marketing Channels Matter

They are ALL important

They do different things to influence the next sale• Website• E-mail• Mobile & Social Marketing• E-commerce• Direct Mail• Mass Media

They meet specific marketing needs• Acquisition• Retention• Growth• Defections

They meet the customer where she or he wants to be met• It’s a complicated marketplace• It’s personal

Database Driven – Now it gets personal

Data mining is the cornerstone of brand and store marketing campaigns

POS system tracks customers’ store sales

Every customer is tracked based on total sales, brand sales and SKU sales• Every customer has an RFM and decile ranking• Marketing knows the value of every customer

Promotions are created based on the insights we learn from sales data

• At Risk Groups• Potential

Defectors• Declining sales

• Welcome Groups• High Value Groups

Customer Marketing

• Underperforming stores

• Competitive pressures

• New distribution

Store Marketing

Brand Marketing

• Who’s buying• Who’s not buying• Who should be buying

Segmentation – The art of database management

Data is KING Marketing initiatives will

not succeed without data about every customer Personal demographics Sales history

Data that is Knowledge based Insightful Actionable Timely

Content is QUEEN The message is critical

Not product focused Not service focused Customer focused

Segmentation creates relevant messages Up close and personal Specific triggers that

influence the next sale

Takeaway #3

Focus on your customers Where are they in their lifecycle

with your brand Active and growing Active but not growing Inactive – a lost cause?

Almost all are“underperforming” Here’s the opportunity

to influence ORGANIC GROWTH

Almost all are Hungry They want information They want knowledge

Takeaway #4 – A Freebee

MOT - A P&G Concept FMOT SMOT

ZMOT – A Google Concept Zero Moment of Truth Critical new concept First step of engagement

Old Media The first ZMOT

(and printing is there) New Media

The buying decision journey has changed What once was a message is now a conversation Word of mouth is stronger than ever and it’s digital No MOT is too small

Takeaway #5 – Another Freebee

Remember the G3M

Definition of Marketing.

Dangerous Curves Ahead – Takeaway #6The New Reality of Marketing

Resist temptation to do everything All these channels do not

always apply to your businessBe in “Their Space”

Know your customers Know where they are Where they want YOU to be

Be relevant To your business To your customers

It’s not about you It’s about your customers

Meet their needs Satisfy their wants

Pay attention to change