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Downtown Port Hope
Building a Successful Marketing Toolkit to Grow Your Business
Back To Basics
Session 1
Albert Mastromartino
Copyright © 2015 Albert Mastromartino; Sir Sandford Fleming College; Other Rights holders as indicated. All Rights Reserved.
Objective:
 To explore a practical, business-building
approach to marketing in our current
environment
 Exploring the realities and limitations of
marketing as a functional resource
 Learning to use the right tool for the job
 Understanding basics as a platform for Direct
and Online/Digital marketing
Agenda
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Marketing is…
Environmental Analyses
The Customer (CRM Video Case)
Competition
Case: Part A
Planning and Segmentation
Marketing Communications
Real Life Cases: Your Business in Port Hope
Case: Part B
Wrap-up
MARKETING IS…
Marketing Is…
Organization’s
Needs
Customer’s
Needs
MARKETING
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Marketing Is…
Anything and everything that:
• Identifies Customer wants/needs
• Satisfies Customer wants/needs
• Satisfies Our Organization’s needs
(All three necessary)
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The Marketing Mix
Needs
Product
Price
Marketing
Communications
Distribution
(Promotion)
(Place)
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The Opportunity Chain
Internal
Analysis
Identify
Organizational
Need
INTERNAL
Environmental
Scan
Identify
Market
Need
Market
Opportunity/
Feasibility
To Market
EXTERNAL
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The Marketing Mix
ENVIRONMENTAL SCAN
Needs
Product
Price
Marketing
Communications
Distribution
(Promotion)
(Place)
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MARKETING ENVIRONMENT
Environmental Scan…
Process: Environmental Analysis:
 External
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Political
Economic
Social
Technological
Competition
Customer Trends
SWOT: Opportunities/Threats
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Environmental Scan…
Process: Environmental Analysis
 Internal
 Resources:
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
Human
Capital
Time
Expertise
Network
Systems
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Responding to the needs …
 Internal
 Goals
 Objectives
 Mission
 Profit
 Strategic intentions
 Short-Term vs. Long-term
 Management Preferences
 Resources/Capabilities
SWOT: Strengths/Weaknesses
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PEST
 Political
 Economic
 Social
 Technological
Porter’s 5 Forces
http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1
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Competitive Analysis
Product /
Positioning
Pricing
Promotion
Competitor A
Competitor B
Competitor C
All Others
(Incl. Porter Forces)
US
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Distribution
Other
Key Customer Trends
 Used to be…
 Now…
Topical Trends…
SWOT
 Opportunities
 Threats
SWOT
 Strengths
 Weaknesses
One new strategic commitment…
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ROBIN’S CASE: PART A
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THE CUSTOMER
Customer Profile
Demographics
Customer
Profile
Target
Market
Psychographics
Geographics
Behaviour Response
The Customer:
Marketing for Profit (vs. Revenue)
SHARE OF WALLET vs. SHARE OF MARKET?
 Customer always right?
 Pareto principle 80/20
 6-8 times more expensive to acquire new customer
than selling more to existing customer
Profit Generated by a Customer Over Time
Strategic Priorities
1. Retention and enhancement of customer
relationships (DEFENSIVE STRATEGY)
2. Attraction of new customers (OFFENSIVE
STRATEGY)
CRM: CUSTOMER RELATIONSHIP MARKETING
Customer Goals of Relationship Marketing
SEGMENTATION
Segmentation
Regular
Percolated
Coffee
Regular
Percolated
Coffee
Regular
Percolated
Coffee
Regular
Percolated
Coffee
Flavoured
Percolated
Coffee
Regular
Instant
Coffee
Decaffeinated
Percolated
Coffee
Decaffeinated
Percolated
Coffee
Flavoured
Decaffeinated
Percolated
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Coffee
Regular
Instant
Coffee
Regular
Instant
Coffee
Flavoured
Regular
Instant
Coffee
Decaffeinated
Instant
Coffee
MARKET RESEARCH
Things to think about…
 Why research?
 What to research?
 How do we figure out what we want to search?
 What questions do we have?
 What research options do we have?
Marketing Research Process
Step 1: Defining the Business Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
The Problem
Defining the Problem
1. Define Key Business Issue
2. Define Management Problem
3. Define Research Problem
FIVE WHY’s?
OPTIONS
Qualitative and Quantitative
SECONDARY RESEARCH
PRIMARY RESEARCH
FOCUS GROUPS
SURVEYS
RECALL
EXPERIENTIAL
TEST MARKETS
TRACKING
OTHERS
OTHERS
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OTHERS
Data Collection Methods
Survey
Structured questionnaire
www.SurveyMonkey.com
Observation
Personal or electronic (Web
cookies)
Experiment
Simulated or market test
Online Analytics
http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html
On taking risks…
“To avoid criticism say
nothing, do nothing, be
nothing.”
― Aristotle
Testing…
Control
Test
Cell
Cell
(Status Quo)
(New Experiment)
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Test Measurement
 Keep variables to a minimum
 Test and Control cells
Cell A
(Control)
2016
2015
% Change
Cell B
(Test)
DIFFERENCE
PLANNING
Planning components
Objective
Strategy
Tactics/
Executions
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Planning components
Objective
Strategy
- Direct
- Interactive
- Digital
Tactics/
Executions
- Mail
- Social Media
- Website
- Mobile
- Augmented Reality
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MARKETING COMMUNICATIONS
(PROMOTION)
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The Marketing Communications Mix
Needs
Marketing
Communications
Advertising
Direct
Product Placement
Cause/Social
Interactive
Sales Promotion
Personal Sales
Public Relations
Events/Sponsorship
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LET’S TALK ABOUT YOU…
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The Marketing Communications Mix
Needs
Marketing
Communications
Advertising
Direct
Sales Promotion
Interactive
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“AND SHE’S BUYING …”
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“AND SHE’S BUYING …”
INVESTMENT
LEVEL
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ROBIN’S CASE: PART B
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POSITIONING
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Creative Strategy
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ADVERTISING OBJECTIVE
TARGET AUDIENCE
BENEFIT
SUPPORT
TONE
EXECUTIONAL CONSIDERATIONS
WRAP-UP
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Next time?
Precision Marketing: Direct/Interactive
 The road from sales to mass marketing to digital
 Introduction to Direct: Foundation of modern
interactive marketing success
 Direct marketing principles you can apply in either
analogue or digital business-building programs