Marketing overview presented in Chesterville

1. • Marketing your value proposition
• Marketing strategies and the 4 Ps
• Internal and external marketing
• Which communications channel are best?
• Marketing takeaways

2. Value Proposition
Answers the question:
Why should your customer buy
from you rather than your
competitors?

3. Value Proposition
A value proposition is a positioning statement that explains what
benefit you provide, for who, and how you do it uniquely well.
It describes your target buyer, the pain point you solve, and why
you’re distinctly better than the alternatives.

4. Put yourself in your customer’s
shoes
• Don’t fall in love with your product or service.
• Your customer’s needs must be satisfied.
• Step back from daily operations and scrutinize their needs. (only
3% of people return to a restaurant for the food)
• Unique might be: quality, convenience, reliability, friendliness,
cleanliness, courtesy or customer service.
• Price is never the only reason people buy.

5. Know what motivates your customers’
behaviour and buying decisions.
• Be an amateur psychologist to know what motivates customers.
• Go beyond traditional demographics (age, gender, race, income,
location) to internal and external motivations.
• Consider learned behaviour, attitude, culture, peer pressure,…
• People buy based on their desires. Cosmetics and liquor companies
know the value of psychologically oriented promotion.

6. Communicating your Value
proposition - Elevator pitch
• It’s OK to sound sales-y as long as the concept is clear.
• You can use words like original, pioneering, certified, leading,
market leader, etc.

7. Communicating your Value
proposition - Elevator pitch
Avoid STOP words or expressions that make people take a pause.
“We provide full stack integrated marketing solutions to
SME’s in Canada and the US.”

8. Communicating your Value
proposition - Elevator pitch
Avoid buzzwords, corporate jargon and whatever the latest marketing
trend happens to be.
Outside the box, streamline, push the envelope, synergy,
paradigm shift, content marketing,…

9. Communicating your Value
proposition - Elevator pitch
Use a question in your pitch.
Do you have a steady stream of new customers?
I am in the business of finding your customer. I help you
understand their needs, write messaging that will clearly
communicate your ability to satisfy those needs for them,
and chose the best media channels so they will know you
exist and where to find you.
Marketing mix

10. MARKETING MIX.
Refers to all the controllable actions and tactics a company can
use to promote its brand, product or service. This involves some
variations on PRICE, PRODUCT OR SERVICE, PLACE and
PROMOTION.
MARKETING STRATEGIES AND THE 4P’S.

11. price
Directly linked to your positioning IE: how consumers perceive your
offering.
If you offer leadership or high end products or services, you shouldn’t
discount or compete on price. You should also avoid price wars with
competitors.
If you are perceived as a commodity, you must either change the
perception via new positioning (if it is incorrect) or compete on price.

12. product or service
The best marketing is having a strong
product or service
It must solve the customer’s
problems and make their lives better.
You are not selling a product, you are
selling the benefits it provides.

13. place
Refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for them to buy it, is the main objective
of a good distribution strategy.
IE: Location, location , location.

14. promotion
Refers to all communications activities used to make the product or
service known to customers.
Advertising, word of mouth, press reports, incentives, direct
marketing, contests,…

15. Internal/external

16. Internal and external
marketing
What is the difference between internal and external marketing?

17. external marketing
External marketing is the
action or business of
promoting and selling
services or products,
including market research
and advertising to clients
and potential clients.

18. external marketing
• Target group is customers
• Communication between firm and customers
• Includes advertising, newsletters, word of mouth
• Increase customer satisfaction/experience
• Public relations
• Keyword: relationship and nurturing
• Customer retention is vital
• Requires analysis, control and feedback
• Operational

19. Internal marketing
With an internal marketing strategy,
employees are treated as “internal
customers” who must be convinced
of a company’s vision and worth just
as aggressively as “external
customers”.

20. internal marketing
• Target group is employees
• Communication between firm and employees
• Features may include salary increase, transfers, staff benefits,
recognition…
• Increase job satisfaction
• Keyword: Partnership
• Retention of employees is vital
• Requires vision and planning
• Strategic and tactical
Best media

21. which media is the best?
Confidence in advertising
Traditional media vs digital

22. Confidence in advertising
Forrester research estimates Ad fraud alone led to an estimated $7.4
billion in losses just in 2016, and they estimate it will grow to $11
billion by 2021 if steps are not taken to prevent fraudulent online
advertising activity.
Make your product the best it can be
Make sure your messaging is authentic
Treat everyone with respect
Get your customers to talk about you.

23. Confidence in advertising

24. Confidence in advertising
Didi not identify the fact that
she was paid for this
advertisement.
#ad #spon

25. Confidence in advertising
Well under half (41%) of Facebook users
trust them to obey privacy laws and
adequately protect personal data
Traditional vs digital

27. traditional media
Trade Shows
Cold calls
Face to face (still the best available!)
Direct mail
Print media
Television
Radio

28. digital media
Web
Social media
Email marketing
Pay per click /Pay per impression
Buzz marketing
Native advertising
Online directories (nearest.com)

29. traditional advertising
Measured by volume: How many people can I reach?
What is the newspaper’s readership?
How many people listen to this radio station?
What is the viewership for that TV station?
Ads are purchased based on how many people you can reach.

30. digital advertising
Targeted to a specific persona instead of a blanket message for a mass
audience…
Tailor your message and get it in front of the exact audience you want.
Then, you can literally follow them around the internet with
retargeting, geo-targeting, and other tools

31. pairing digital and traditional
Some reports conclude that digital media is far less effective than
traditional media when it comes to brand recall.
Digital ad recall – 30%
Television ad recall – 60%
Purchase intent increases to as much as 80% when consumers are
exposed to brands across multiple platforms.
A successful media strategy is one that combines traditional and digital
media.

32. pairing digital and traditional
Digital and traditional advertising can easily coexist in your strategy
without crossing paths.
But they are even more impactful when you use them to complement
each other.

33. print and display
If running a campaign in a local
paper, you should mirror the
distribution with a digital
campaign. You will reach
readership in print and online.
Ad saturation will reach the same
market multiple times

34. transit and mobile
Transit ads are an excellent
method of saturating a geographic
market.
Commuters access their mobile
devices. Through geo-targeting we
can reach them with supporting
ads.

35. TV and programmatic
Run condensed versions of TV ads
on related websites.
Have viewers interact with you
while they are watching.

36. billboard and banner
Banners are the billboard of the
internet.
Strategy: grab attention with eye
catching graphic and a few
carefully chosen locations.
Message must be clear and
memorable in both mediums.
takeaways

38. Marketing is a game of
assumptions
“ The less we assume and the more we ask, the more we succeed”
Create a campaign (email, social media, phone) to ask your customers
and prospects what they want and need from you.

39. Don’t underestimate the power
of a community
To build trust and help people, investing in a community is a no-brainer.
Find ways to build a following of people who help each other and help
you. Need ideas for content? Need intel on a competitor ? Ask the
community.

40. Video is the present
If you are not investing in video as a core part of your marketing efforts
to build awareness of your brand, be helpful to your customers and
prospects by giving them valuable information and engage with them
during all steps in the sales process, you will be left behind by the
competition.

41. Content marketing favors the bold
The world is increasingly competitive when it comes to
fight for attention.
Be bold and creative with your content. Don’t do the
same old boring content. It doesn’t grab attention
anymore.

42. Helpfulness should be in every Value
Proposition
You must be willing to share information to help your
core audience of prospects and customers succeed.
Once people genuinely trust that you’re here to help
them, that’s when the real sales process begins.

43. Bernard Charlebois
Boumstrategies
613 720-0248
text “marketing” to 613 900-2070 for
a copy of this presentation