Transcript
Market Research and Marketing
Joanne Morley Brighter Marketing
Brighter Marketing
Before You Get Started Before you make any decisions about how to market and sell your products and services you need to make sure you know where you are heading, what you are selling and if there is a market for it…
First of All Research?
Just because you have a great idea…It doesn’t mean there is a market for it..
Market research is finding out if there is a market before you go ahead and develop your bike for
fishes…
Business to Business
Vertical Sector
Employees – 1to 20,000
Turnover - £1 to £Millions
Geographical – West Yorkshire
Buyer – MD, Marketing Manager
etc
Who Are You Selling To?
Business to Consumer
Age
Sex
Location
Lifestyle
Income
Occupation
Family status
Who is doing the
buying?
Who is your ideal customer?
Who Are You Selling To?
Describe the characteristics of your ideal client?
Who is your ideal client?Why would your product/service appeal to them?
What Are You Selling?
Many companies sell the physical product
Overwhelm the prospect with
Technical messages
Complexities
How it works
How long it lasts
What speed it runs at
Major Shift in Thinking
Nobody who bought a drill actually wanted a drill
They wanted a hole
Therefore, if you want to sell drills, you should advertise information about making holes
NOT information about drills
The Definitive Guide to
Drilling Success
Make Perfect Holes Every Time with the
X500
What are You Really Selling
“I don’t sell cosmetics…
…I sell HOPE”
Elizabeth Arden
The Mind Battle
+ =Saturation
The average mind is a dripping sponge…yet we continue to pour more information into the supersaturated sponge & are
disappointed when our marketing messages fail to get through… Jack Trout
The answer KEEP IT SIMPLE
Describe Your Business?
Who?
What?
How?
Think benefits and what’s in it for them
What Are You Really Selling?
Increase
Improve
Enhance
Reduce
Save
Gain
Better products don’t always win…better perceptions tend to be winners
Text
Picture
Four Questions
1. Why should I listen to you?
2. Why should I believe what you have to say?
3. Why should I do anything about what you’re offering?
4. Why should I act now?
What is a Brand?
Not just multi nationals
Not just a logo - values
Differentiates
Linked to what is in your clients head…
They associate one or two words to it…
They make assumptions…
…it is much more than just a logo…
Selling Tool Box
Advertising
Direct mail
Website
Google PPC
Optimisation
PR
Your network
Flyers
SEO
Promotional Items
Testimonials
Blogs, pods…
Guides
Word of Mouth
Web 2.0 Twitter etc
Telemarketing
Hospitality
Viral Marketing
To Sum Up
What is your vision? Who are you selling to ? What are you selling? What are you really selling? What does your brand say about you? What are your selling tools? And…
Brighter Marketing
Any Questions
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