Post on 21-Feb-2017
transcript
Situation
• Where are we now ?
• Where do we want to be ?
• How do we get there ?
• Strengths and Weaknesses ?
• Opportunities and Threats ?
• ‘The point of any marketing is to increase demand for your products and services’
• Your best business comes from your existing customers
Objectives
• Customer Retention• Existing Customer Growth • New Customers • Brand awareness • Local Profile
Objectives
Marketing Mix The 4 P’s and the 4 C’s
• Product Consumer• Product Choice
• Price Cost
• Place Convenience
• Promotion Communication
Ansoff MatrixProducts
Established Products
New
Established
Markets Market Development Product Development
NewMarkets
Market Extension Diversification
Tactics - Communications Mix
• Advertising
• Website
• Public Relations
• Social Media
• Sales Promotion
• Direct Marketing
• Personal Selling
Decision Making Process• Problem Recognition• Search for Information• Evaluation of Alternatives• Purchase Decision• Post-Purchase Confirmation
Barriers to Communication
• Physical Noise• Technical Noise• Lack of Interest• Making Assumptions• Emotional Reactions
Measuring SuccessIncrease in sales ?
Increase in enquiries ?
Increase in footfall ?
Increase in unique visitors ?
Improved customer retention ?
Number of new customers ?
Summary
• Identifying / Anticipating / Satisfying
• Complete Customer Interaction
• External and Internal
• Integral part of the business plan
And finally remember ......
• Make it easy to buy
• Your best business comes from your existing customers
• Revolve around your customers not your processes
• Make it fun !