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TRANSCRIPT
Copyright 2010 Bruce Kirby©
Marketing For Your Brand
Copyright 2010 Bruce Kirby©
A Recession Unlike OthersCompared with previous recessions, the U.S. federal budget has deteriorated far more rapidly.
Partly due to the first economic stimulus and bank bailouts.
The current stimulus implies an even larger and more prolonged deficit in the future.
Source: www.cfr.org
Copyright 2010 Bruce Kirby©
Economic InstabilityFor the whole of 2009, consumer spending fell 0.4% - its biggest drop since 1938.
High unemployment and fears of a v-shaped recovery are curbing spending.
Consumer confidence is rebounding … slowly.
Source: Conference Board
Copyright 2010 Bruce Kirby©
How Will It Affect You?More companies will be fighting over a smaller piece of the North American economic pie
Reduced spending by heavily in-debt consumers will lead to a reduction in spending power and less conspicuous consumption
Government spending will be inconsistent and inadequate
Higher returns on investment
Copyright 2010 Bruce Kirby©
Business as unusual
Urbany
Real-Time Reviews
Luxury
Mass Mingling
Ten Trends For 2010Eco-Easy
Tracking & Alerting
Embedded Generosity
Profile Myning
Maturalism
Source: www.trendwatching.com
Copyright 2010 Bruce Kirby©
Going International, Yes or No?Do you have the resources in place?
Which countries should I concentrate on?
Who are my target customers?
What strategy should I follow?
Copyright 2010 Bruce Kirby©
What You Can Start DoingGovernment grants and loans for international market expansion
Agent recruitment - finding new distribution channels
International market studies and marketing research
Market study - How big is your target market?
Copyright 2010 Bruce Kirby©
SME’s Emphasis on Innovation According to a poll taken in January of Canadian
small businesses :55% of small business owners say the recession has forced them to accelerate their efforts to innovate 87% found innovation important to attract new customers 80% found it very important to improving products or services
Source: Angus Reid
Copyright 2010 Bruce Kirby©
New Product Development RealitiesFor each 65 ideas generated:
7 will be considered seriously
4 will reach development stage
1 idea will succeed!
Copyright 2010 Bruce Kirby©
Best Practices For InnovationNew product development conferences (brainstorming )
Customer need identification (surveys, focus groups)
Stage-gate process product development (establishing process)
Metrics evaluation & tracking - SMART goals (execution)
Copyright 2010 Bruce Kirby©
What’s Your Brandwidth?What do your products say to your customers and/or potential customers?
What are its benefits?
What is its (USP) unique selling proposition?
What are your products’ positioning?
Copyright 2010 Bruce Kirby©
Marketing For Your NeedsE-Business strategy
Online marketing (SEM & SEO)
Advertising campaigns & promotions
Integrated marketing plan
Product management
Sales Forecasting
Copyright 2010 Bruce Kirby©
How Will Your Business Grow?What drives the industry?
Who drives the market?
Who are my competitors?
Who are my customers?
What are my capabilities and opportunities?
Copyright 2010 Bruce Kirby©
Management ServicesBusiness plans
Competitive analysis
PEST(Political, Economic, Social, Technological) analysis
SWOT(Strengths, Weaknesses, Opportunities, Threats) analysis
Balanced scorecard business evaluation
Copyright 2010 Bruce Kirby©
Thank You For Your TimeIf you're seeking a fresh approach to your marketing and need a professional that will exceed your objectives, don't hesitate to contact me , Bruce Kirby at:
450-699-4600
514-452-4600