© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
Charles RapsonColebridge Communications
www.colebridgecommunications.co.uk
© Charles Rapson, Colebridge Trust 2011
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%
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
The
Cword
The
Cword
The secret ingredient of Marketing
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
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
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
The rest is easy
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
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?
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simpleThe other P’sPeople
Process
Proof
BUT the ‘C’ word is the most important
© Charles Rapson, Colebridge Trust 2011
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?
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
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?
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simpleYou USPUnique selling proposition
What’s so special about you that makes you stand out from your competitors?
© Charles Rapson, Colebridge Trust 2011
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?
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simpleWays to communicate• Word of mouth
• Flyers
• Leaflets
• Website
• Direct Mail
• Networking
• Social Networking
• TV
• Cinema
• Radio
• Press
• Posters
• Sponsorship
• Promotions
• Viral
• Etc, etc, etc
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
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
© Charles Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
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 Rapson, Colebridge Trust 2011
Marketing – keeping it simpleMarketing – keeping it simple
Charles RapsonColebridge Communications
www.colebridgecommunications.co.uk