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Marketing Presentation 21st September 2011 - click for:

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Our marketing manager can look at all your management processes and implement changes that will enable you to supply your customers more effectively and profitably.

This can be a wide as a full marketing plan.

By going through a marketing plan process you will:

Know your objectives and market position
Know what activity to do that drives towards theses objectives
Be able to look at areas that block progress towards these objectives
Know the issues that are key to you at present, and need addressing
Know your target market

The process we will take you through includes:

External Key Issues - Understand what these are and how they might affect you and your business:

Competitors - who are they, where are they, what is their positioning on price, customer service etc
Suppliers
Professional bodies
Social changes
Technology
Education
Environment
Political
Economical

Internal Key Issues:

Distribution, market size, current market penetration
Staff/team
Processes - the whole customer journey - first contact to paying the bill, dealing with a complaint etc
Pricing
Products, have you got an introduction product and an upgrade and cross sell programme

Marketing includes all your internal processes - Every interation the customers has with you or your team

How you deal with a customer enquiry
How you handle a purchase
How the process of your invoicing works
How you handle complaints

The idea is to make all these practices, processes and behaviors that make up your processes more effective in getting and keeping customers.

Understanding your customers:

New business growth
Repeat business
Upgrade/cross sell
Lost customers
Average profit
Average revenue
Data held and how used
Communication methods

The most effective way to use marketing spend is with your existing customers”

They can buy again
They can buy more
They can buy something different
They can refer a new client

A key SWOT will be produced for the following areas:

- Pricing
- Products
- Services
- Distribution method
- Promotion
- Team/people

Strategies and objectives are needed in the following areas:

Processes
Staff/team
Customer
Product
Distribution
Pricing
Promotional

General Marketing Principles and advice:

The only reason you should spend money on marketing is to increase your revenue or profit. Revenue is increased by bringing in new clients. Revenue AND PROFIT is increased by ultilising your existing customer base.

Databases and collecting good customer information is always key, and how to use it effectively is vital
Upgrading and cross selling to existing customers is generally more cost effective than getting a new customer
Understanding why, and stopping customers leaving is generally more cost effective than getting new customers
Communicate with your existing customers at leave 4 times and year
Only promise what you can deliver, and position yourself truthfully (if you don't give good service don't t say that you do)
Monitor complaints - generally a good indicator of a key issue in your business
Website and on line marketing is becoming more and more important, and is very cost effective
Generally advertising is not a good spend of marketing budget - think much wider
Don't be tactical and knee jerk into promotion and advertising - it rarely works, it may be far more effective to train your staff, or update your database.

Promotional/communication methods include:

Brand Image
Direct marketing
Telesales
Press releases
Sponsorship
Events
Training (customers)
Website/shout email
On line social marketing
Text messages
Newsletters
Email
Brochures
DL leaflets
Testimonials
Member get member
Competitors
Incentive program

Accounting Services / Growing your Business / Benchmarking

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