How to Make Your Marketing Initiative Matter to Senior Management: Moving from Tactical to Strategic Relevance

How to Make Your Marketing Initiative Matter to Senior

Management: Moving from Tactical to

Strategic Relevance Presented By: Jim Mintz

Maketing QuoteMarketing takes a day to learn. Unfortunately it

takes a lifetime to master Phil Kotler

2

4

5

6

Our World is Changing Rapidly...

technology

social values

health

economics

demographics

environment

If marketing is so great why don’t more public sector and non profit organizations embrace it?

Marketing …Why now? Why should you care?

10

11

Marketing is much more than promotion, advertising, communications or public education…

M What are the marketing functions in public sector and non-profit organizations ?

Marketing /promoting programs and policies

Executing marketing communications campaigns

Executing social marketing campaigns

Digital Marketing & Social Media Engagement

Marketing Research

Event Marketing

Branding

• Revenue generation, alternative revenue strategies through sponsorships and commercial partnerships

• Defining what product/program/service organization can offer to its clients

• Developing pricing strategies for organization’s products and services

• Getting customers/clients to buy or use programs/products/ services

• Recruitment

CEPSM/Phase 5 studied close to 600 organizations assessing the health of marketing in the public and non-profit sectors in Canada.

0 10 20 30 40 50 60 70 80 90 100

Index Rating

Results & Outputs

Resources

Marketing Information &Measurement

Knowledge & Skills

Management

Planning

Organization

Culture

Rating of Public and Non-Profit Organizations Based on Key Marketing Health Indices

Non-Profit Sector (n=275) Government Sector (n=300) Total (n=575)

AgreeDisagree

Characteristics of Effective MarketingOrganization

Focus on client and not itself Not bureaucratic Rely heavily on mktg. research Focused on integrated programs Bias towards segmentation Define competition broadly

Characteristics of Effective Marketing Organizations

Focus on branding/positioning Strategy before tactics “Big Picture” thinking Commitment to Planning Strategies involve all 4 p’s Committed to measurement Willingness to take reasoned risks

Does your marketing group have a brand?

Do you have a reputation within your organization?

If I asked the people in your organization what they thought marketing did, what would they say?

If I asked your executive team how to describe marketing’s contribution to your organization how would they answer?

If your colleagues, clients, think that you are ineffective then that’s their reality. That’s your brand. If the senior management thinks you’re mostly about “fluff” that is their reality.If you want to be seen as a provider of solutions, you need to do more than talk about it. You need to make sure your priorities, your team, your actions are all focused on getting results.

Nobody likes spending time on internal politics, but it’s a reality in government and non profits. Your ability to achieve, execute and get results is directly related to how successfully you’ve marketed the marketing team’s role and contribution to your organizations priorities & objectives.

“My major challenge is convincing management to allocate adequate resources to support marketing”

24

What skills do you need

• Policy and Decision Making Process • Understanding your environment , audiences,

clients and stakeholders• Agility, responsiveness, adaptability and

patience• Providing measured advice and “challenge”• Strategic thinking and planning• Working in teams• Managing in adverse conditions

25

How to Make Your Marketing Initiative Matter to Senior Management:

How to Make Your Marketing Initiative Matter to Senior Management:

10 things you need to do to make marketing matter in your organization

THINK LIKE A MARKETER TALK LIKE A MARKETERACT LIKE A MARKETER

KNOW YOUR STUFF

BUILD POSITIVE RELATIONSHIPS WITH

INTERNAL CLIENTS

BE THERE WHEN THEY ARE SPLITTING UP THE CASH

MAKE SURE THE SOLUTIONS YOU OFFER ARE

MARKETING BASED AND NOT COMMUNICATIONS OR

PUBLIC RELATIONS

UNDERSTAND THE CULTURE OF BOTH YOUR

ORGANIZATION AND YOUR INTERNAL CLIENTS

TUNE IN OR YOU WILL BE TUNED OUT

NOTHING SUCCEEDS LIKE SUCCESS

MAKE SURE YOU ARE AWARE OF ALL MARKETING

ACTIVITES GOING ON IN YOUR ORGANIZATION

CONSTANTLY MARKET YOUR ORGANIZATION AND

YOURSELF TO INTERNAL CLIENTS

YOU ARE ONLY AS GOOD AS YOUR LAST CAMPAIGN

“Marketing is not an event, but a process . . .

It has a beginning, a middle, but never an end, for it is a process.

You improve it, perfect it, change it, even pause it. But you never stop it completely.”

Jay Conrad Levinson

Jim MintzManaging Partner CEPSM

E-mail: jimmintz@CEPSM.caPhone: 613.731.9851 ext.18Fax: 613.731.2407Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintzLinkedin: http://ca.linkedin.com/in/jimmintz2487 Kaladar Avenue, Suite 214Ottawa, ON  K1V 8B9