Grain Creative on Branding, taken from the Hidden Art Forum 2011: Making Sales

1. Steps to Better Marketing Jo Sealy 1

2. Aims for Today To understand what marketing is To consider the full range of marketing activities To decide why you are undertaking marketing activity – what do you want to achieve? To decide upon three approaches you might adopt 2

3. What is Marketing? Its purpose is to create the opportunity to sell It's simply about underpinning the sales process "Marketing" is an all-encompassing term. 3

4. 4 Why Market Your Product/Service? Increase sales Increase market share Reinforce branding Launch a product Influence stakeholders

5. Key Principles Product Price Promotion People Combined, these constitute the BRAND 3

6. 6 Product

7. 7 Price

8. 8 Promotion

9. 9 People

10. 10 Branding Signs by which you are known and remembered A bundle of explicit/implicit promises A reflection of personality A statement of position

11. 11 People as brands

12. 12 People as brands

13. 13 People as brands

14. 14 Company brands

15. 15 Company brands

16. 16 Company brands

17. Marketing Plan Purpose How do the key principles fit in? Internal factors vs external factors 8

18. 18 Better Marketing Tune Into Your Market and Understand the Competition What does your customer have for breakfast? Think Small to Get Big Got The Right Message? What’s Your Route To Market? Keep Your Eyes On the Main Prize Speculate to Accumulate

19. Introduction Track Record The Market Competitors Target Markets Marketing Message Pricing Marketing Media Sales Goals Marketing Goals Marketing Activity Plan 9

20. Have We Achieved our Aims for Today? To understand what marketing is To consider the full range of marketing activities To decide why you are undertaking marketing activity – what do you want to achieve? To decide upon three approaches you might adopt 11

21. 21 Thank you! Contactjo@to-market.co.uk for your free e-book: Better Marketing in Just 7 Days