Transcript
MAKE MARKETING
MATTER 2016
Grant Hamel’s
A modern look at marketing and
practical ways to apply marketing
Presented By
Grant Hamel (BCom Hons, NLP Trainer)
Sow a thought, reap an action Sow a action, reap a habit Sow a habit, reap a character Sow a character, reap a destiny. - Seneca
Welcome
Why Marketing Fails?
Old School vs New School Marketing
Practical Marketing Strategy
Conclusion
4
Why marketing fails?
Old School vs New School Marketing
Practical Marketing Strategy
We are overwhelmed, procrastinate and hesitate
We are not consistent
We try to market to everyone
Rise of the Buyer
Ma r k e t i n g S a l e s
Buyer
expects marketing to
be targeted and personalized on
their terms expects sales to help
in addition to sell
#Account-Based Marketing
#Social Selling
Marketing is about influencing people who might buy your product or service, using messaging that conveys value.
Old school marketing used traditional channels such as broadcast and print to communicate with the target market.
New school marketers have kept the traditional methods that still work, and have combined them with digital technology to communicate with consumers on a different and deeper level.
New school marketing relies heavily on such Internet channels as Web sites, blogs and social networks.
I never complain… I never grumble at the poor service I get. I’ll stand at the cashier's window while she chats with the typist about last night’s date. I don’t scowl when kept waiting, and if the salesperson who finally wanders over to see what I want is impatient or discourteous, I don’t complain, I’m very tolerant. When I ask a simple question and get a curt answer, do I call the manager? No, I just tolerate the situation. I like to be nice to people because – well, that’s the way I am. I never moan, I never fuss, I never criticize, I’d hate to make a scene like I have seen others do, I think that’s just awful. No, I’m a nice customer. But I’ll tell you something else too : I’m the customer who doesn’t come back. That’s my defence against being pushed around. You don’t care ? What does one more or less matter? But multiplied… I can ruin any business. That’s why I can sit back and laugh when I see you spending all that money on advertising to get me back when you could have kept me in the first place with a smile, a few kind words, a little service.
Shifting Focus
Four Ps vs Six Cs
Outbound vs Inbound Marketing
Interruption vs Permission
Old school marketing put prospecting at the widest part of the funnel.
Finding customers now occupies the narrowest part of the funnel
New school marketers devote significant resources to maintaining relationships with those loyal customers
Value proposition (product, price, placement and promotion) The traditional marketing mix included the four Ps ,measurable, company-centric tactics that could be emphasized and deemphasized individually to form a customized value proposition
Consumers (contact, connect, conversation, consideration, consumption and community) The new school's six Cs focus on consumers. Beyond awareness you establish a connection with them through meaningful contact.
Outbound Marketing (activity centric) Outbound, or push, marketing thrusts messaging on consumers via such channels as mailing lists, cold calls and advertising -- channels consumers increasingly filter due to overload.
Inbound Marketing (customer centric) Inbound, or pull, messages draw consumers in. Inbound marketers make it easy for consumers to find them when those consumers are searching for products or services they need, at the time they need them. Web sites, blogs and social media networks give marketers visibility, but on consumers' terms.
Reference: May 2016 Social Media Marketing Industry Report 2016.pdf Stelzner, MA
Interruption (ignores customer preferences) Push marketing is on old school strategy that interrupts consumers at times of the marketers' choosing -- while consumers are watching TV, for example. It's a very hit-or-miss method of reaching out. Most of the people marketers interrupt have no interest at all in the marketers' products.
Permission (subscribed clients only) Permission marketing is a new school approach and is defined as the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. Permission-based messages are only sent to consumers who are interested in them.
Shifting Focus Finding new clients to building relationships
Four Ps vs Six Cs
Value proposition to meaningful contact
Outbound vs Inbound Marketing
Push marketing to customer centric
Interruption vs Permission
Interrupting customers to permission based
Choose your customer Building relationships with people you want to do business with.
Customer centric approach Being available when someone is searching for your product or service
Conversations that are meaningful Using the customers language
Permission to contact An ounce of pre-framing is worth a ton of reframing
Marketing works best when we CCCP choose customer conversations permissively
– Grant William Hamel, 2016
Follow a consistent strategy to get your marketing results
Know – Like – Trust
Get Clients Now ◦ Choose your Strategy
◦ Clarify where you are stuck
◦ Decide on actions to take
People need to:
Know you
Like you
Trust you
Why marketing fails?
Old School vs New School Marketing
Practical Marketing Strategy
Marketing is in overwhelm
Choose customer conversations permissively
Follow a strategy consistently
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