Marketing Is A Process of Continuous Improvement Class 5: Leveraging Marketing for You & Your Business presented by Stirling Morris
Oct 21, 2014
Marketing Is A Process of Continuous Improvement
Class 5: Leveraging Marketing for You & Your Business
presented byStirling Morris
Great Marketing Is A Process
Learning Objectives:
● Marketing for Business Development, Sales, & Operations
● Improving Marketing strategies from the customer's POV (point-of-view)
● Marketing for Social Change & the Social Good● Leveraging Marketing with up-to-date tools &
resources● Continuous improvement through Marketing Plan
updates
Marketing for Business Development
Business Development works as the bridge between marketing efforts and sales & operations.
Marketing & Business Development work hand-in-hand to implement growth opportunities
Improving Marketing Strategies
Marketing Strategies are the stepsto bring the marketing plan to life:
● Performing situational analyses● Setting objectives & goals● Allocation of resources (financial,
personnel, & tools)● Structuring teams & assigning responsibilities● Managing, monitoring, evaluating the process● Developing the process through training & integration
Performance will be recognized when the Marketing objectives of the Marketing Plan are realized.
Developing Strategies from the Customer's POV
Effective Marketing today is dependent on the Social Customer. There are two critical components to develop marketing strategies when engaging the Social Customer:
■ What are they finding about you & your business? Be transparent!
■ How are you addressing the Social Customer's needs?
When was the last time you distributed a formalized survey or evaluation to your audience?
Marketing for Social Change
Why is Social Change critical to Marketing? Social Change is driven by:
● culture● religion● economy● science● technology
These global forces impact how we interact as individuals, groups, and businesses
Marketing for Social Good
A Social Good is a good or service that benefits the largest number of people in the largest possible way. When marketing your business, think:
● Locally● Regionally● Globally
We are each other's audience withtoday's marketing options. Thinkglobally and act locally.
Marketing Tools & ResourcesWhat tools and resources are available to leverage marketing?
● CRM (Customer Relationship Management) Resources● Analytical Resources● Team Involvement & Technological Resources● Advisors & Networks
Having the right tools & resources will ensure success. What's in your bag?
Marketing Plan Continuous Improvement
Make Marketing Plan updates annually to coincide with Business Plan updates
Regular marketing assessment & evaluation is needed regardless of updating the Marketing Plan
The Takeaway
● Business Development through MarketingEffective marketing is realized through business growth
● Marketing from the customer's point-of-viewBe transparent and address your customer's needs
● Marketing for Social Change & Social GoodThink locally. Act globally.
● Marketing tools for continuous improvementTools & resources that benefit both staff & customers
● Marketing Plan updatingPerform regular evaluations as well as annual updates
Looking Ahead . . .
In 2013, expect:● Marketing classes for varying levels of learners● Marketing classes that are geared to specific marketing
options rather than being all-encompassing
What questions do you have for me?