marketing matters chartergroup part one

© Lighthouse Ltd 2010 [email protected] 07845 185143

Marketing MattersPresentation for Chartergroup

10 March 2011

Presented by:

Claire Griffiths

Lighthouse Marketing & Communications Ltd


Presented by

Claire Griffiths

Director

Lighthouse Marketing Ltd

• Over 15 years B2B marketing experience• Professional services/finance sector expertise• Offer strategy, planning, implementation• Communications, PR, event management• Traditional and digital/social media marketing• Training for you and your team


Marketing matters

• Four part series.

• Builds to offer practical advice to develop your marketing programmes.

• Interactive sessions.

• Homework required.


Part One

• Session today will cover:

– Marketing role overview

– Defining your firm’s position

– Understanding your current situation

– Competitive knowledge

– Knowing your customers


To follow

• Part Two – 15 June– Marketing planning and budgeting

– Which tools to use when

• Part Three - 14 September– Digital and social media

• Part Four - 7 December– Evaluation and control

– Role of your team in marketing

– TBC topics (evolution)


Marketing’s role


Why start marketing?

• Understand, develop and retain existing clients

• Identify and convert new clients

• Develop new services/markets to meet client needs

• Build a brand identity and stand out in a competitive marketplace

• Focus your team on customer needs

• Develop customer focused systems to enhance the customer experience

• Understand the market you operate in

• Keep ahead of your competition

Customer

Know

Attract

WinDevelop

Keep


Where are you now?

• Services

• Current services offered

• Add any new services planned

• ACTION: Complete service mix handout

• HOMEWORK: define profitable service lines


Where are you now?

• Customers

• Aim to segment customers

• Build a typical customer profile/sector

• Understand needs/purchasing/advocacy

• Grade clients : Top 20 etc

• ACTION: Complete column 2 handout

• HOMEWORK: complete all columns and consider grading of clients


Where are you now?

• Competitors

• Understand your competitors

• Pricing/client base/specialisms

• Method for continual intelligence

• ACTION: agree chosen competitors

• HOMEWORK: research and gather continual intelligence


PEST factors

• Political

• Socio-cultural

• Economic

• Technological

• ACTION: Discuss PEST factors and agree conclusions


The SWOT or TOWS factors

• Analyse your strengths, weaknesses, opportunities and threats

• ACTION: Very individual to each firm, should be part of your business planning process.

• HOMEWORK: develop SWOT and agree TOWS


Results : Marketing Plan

Be able to:

• Create mission statement and share with team

• Agree and share vision and strategy

• Understand your current & future positioning

• Know your customers and targets

• Develop key strategies


Basic marketing tools

• Time & commitment

• Website with CMS

• Database

• Email facility

• Marketing literature

• Wish list– Blog

– Social Media accounts


Part Two – 15 June 2011

• Marketing Planning

• Developing key messages

• Marketing tools to use

• What to use and when


Any questions?


How can I help your firm?

Contact me on:

m: 07845 185143

e: [email protected]

t: @ClaireGLighthse

l: http://uk.linkedin.com/in/clairegriffithslighthouse

Fixed hourly, daily, project rates so no surprises!

marketing matters chartergroup part one

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