ECOMM 2011: Mobility Management needs Maximum Marketing Skills

Theo Panayi

Welcome

Introduction

• Who am I and what do I do ?

• Activity 1: Getting to know each other…..– You need to elect a speaker for your table!

– Each table member has 30 seconds to convince the rest of their table why they should be chosen as speaker

– Once everyone has spoken you have to elect a speaker

– Each elected speaker needs to then introduce themselves to the whole group and tell them why they think they got chosen

– HIT or MISS …

We have all already been marketing….

OURSELVESDo you know who I am and what I do?

Do you now know a bit more about others on your table?

Do you know who this young ladyis and what she does?

Why?

Please introduce yourself…

Do you know who this young ladyis and what she does?

Objectives for the workshop

•That you will (at a basic level):

–Understand the importance of marketing

–Be able to identify the right marketing techniques & tools for a campaign

–Know what delivers a successful campaign

–Have a bit of fun !

Task 1: Marketing principles

What is marketing?

Marketing is the anticipation and identification of customer needs and requirements so as to be able to meet them, to deliver key organisational objectives or to make a profit.

Customers will not buy or use products/services they do

not think they want or need!

A customer focussed approach

Marketing Principles – Getting it right by keeping it simple

Examples of marketing techniques & tools

• Company literature

• Articles / blogs

• Press releases/newsletters

• Internet/viral marketing

• Social media (facebook/twitter

• Co-marketing

• Product sampling / Giving products away

• Radio or T.V.

• Seminars/presentations

• Mobile vehicles

• Posters / leaflets

• Banners / bill boards

• Events

• word of mouth

• Networking

• Recommendation

• Cold calling

• Guarantees

• Celebrity endorsement

• Sponsorship

• Direct Mail / e-shots

• telemarketing

• Other…

Task 1: Sell me!

• Your table has been given a product

• Work as a group to propose a marketing campaign

• You will need to give a short presentation and tell the rest of the group:

– Who your customer is;

– What your message is;

– How you intend to promote the product to your customer;

– How much will you charge for the product;

– Where your product will be available.

You have 10 minutes!

HIT & MISS

How to develop a successful campaign

Once you know what your customer needs are…

1. Define your objectives

2. Focus your campaign

3. Identify your target audience

4 .Refine your message

5. Select your marketing technique

6. Agree your budget

7. Measure success

A customer focussed approach

Task 2: Applying marketing to Mobility Management

• Your table has been given a mode of transport

• We have given you a number of key messages

• Task– Pick a message

– Use the project brief sheet to develop a campaign

– You will need to give a short 2 minute presentation to the rest of the group on your proposal

You have 25 minutes!

HIT & MISS

Project Brief

• Objectives

• Who are you taking to

• Proposition

• Key benefits

• How do you want your audience to feel after seeing your campaign

• Call to action

• Detailed deliverables

• Distribution of format

• Timing

• Budget

The real HIT / MISS

Did we help you to…

–Understand the importance of marketing?

–Be able to identify the right marketing techniques & tools for a campaign?

–Know what delivers a successful campaign?

–Have a bit of fun?

Thank You