MAKE MARKETING

MATTER 2016

Grant Hamel’s

A modern look at marketing and

practical ways to apply marketing

Presented By

Grant Hamel (BCom Hons, NLP Trainer)

Sow a thought, reap an action Sow a action, reap a habit Sow a habit, reap a character Sow a character, reap a destiny. - Seneca

Welcome

Why Marketing Fails?

Old School vs New School Marketing

Practical Marketing Strategy

Conclusion

4

Why marketing fails?

Old School vs New School Marketing

Practical Marketing Strategy

We are overwhelmed, procrastinate and hesitate

We are not consistent

We try to market to everyone

Rise of the Buyer

Ma r k e t i n g S a l e s

Buyer

expects marketing to

be targeted and personalized on

their terms expects sales to help

in addition to sell

#Account-Based Marketing

#Social Selling

Marketing is about influencing people who might buy your product or service, using messaging that conveys value.

Old school marketing used traditional channels such as broadcast and print to communicate with the target market.

New school marketers have kept the traditional methods that still work, and have combined them with digital technology to communicate with consumers on a different and deeper level.

New school marketing relies heavily on such Internet channels as Web sites, blogs and social networks.

I never complain… I never grumble at the poor service I get. I’ll stand at the cashier's window while she chats with the typist about last night’s date. I don’t scowl when kept waiting, and if the salesperson who finally wanders over to see what I want is impatient or discourteous, I don’t complain, I’m very tolerant. When I ask a simple question and get a curt answer, do I call the manager? No, I just tolerate the situation. I like to be nice to people because – well, that’s the way I am. I never moan, I never fuss, I never criticize, I’d hate to make a scene like I have seen others do, I think that’s just awful. No, I’m a nice customer. But I’ll tell you something else too : I’m the customer who doesn’t come back. That’s my defence against being pushed around. You don’t care ? What does one more or less matter? But multiplied… I can ruin any business. That’s why I can sit back and laugh when I see you spending all that money on advertising to get me back when you could have kept me in the first place with a smile, a few kind words, a little service.

Shifting Focus

Four Ps vs Six Cs

Outbound vs Inbound Marketing

Interruption vs Permission

Old school marketing put prospecting at the widest part of the funnel.

Finding customers now occupies the narrowest part of the funnel

New school marketers devote significant resources to maintaining relationships with those loyal customers

Value proposition (product, price, placement and promotion) The traditional marketing mix included the four Ps ,measurable, company-centric tactics that could be emphasized and deemphasized individually to form a customized value proposition

Consumers (contact, connect, conversation, consideration, consumption and community) The new school's six Cs focus on consumers. Beyond awareness you establish a connection with them through meaningful contact.

Outbound Marketing (activity centric) Outbound, or push, marketing thrusts messaging on consumers via such channels as mailing lists, cold calls and advertising -- channels consumers increasingly filter due to overload.

Inbound Marketing (customer centric) Inbound, or pull, messages draw consumers in. Inbound marketers make it easy for consumers to find them when those consumers are searching for products or services they need, at the time they need them. Web sites, blogs and social media networks give marketers visibility, but on consumers' terms.

Reference: May 2016 Social Media Marketing Industry Report 2016.pdf Stelzner, MA

Interruption (ignores customer preferences) Push marketing is on old school strategy that interrupts consumers at times of the marketers' choosing -- while consumers are watching TV, for example. It's a very hit-or-miss method of reaching out. Most of the people marketers interrupt have no interest at all in the marketers' products.

Permission (subscribed clients only) Permission marketing is a new school approach and is defined as the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. Permission-based messages are only sent to consumers who are interested in them.

Shifting Focus Finding new clients to building relationships

Four Ps vs Six Cs

Value proposition to meaningful contact

Outbound vs Inbound Marketing

Push marketing to customer centric

Interruption vs Permission

Interrupting customers to permission based

Choose your customer Building relationships with people you want to do business with.

Customer centric approach Being available when someone is searching for your product or service

Conversations that are meaningful Using the customers language

Permission to contact An ounce of pre-framing is worth a ton of reframing

Marketing works best when we CCCP choose customer conversations permissively

– Grant William Hamel, 2016

Follow a consistent strategy to get your marketing results

Know – Like – Trust

Get Clients Now ◦ Choose your Strategy

◦ Clarify where you are stuck

◦ Decide on actions to take

People need to:

Know you

Like you

Trust you

Why marketing fails?

Old School vs New School Marketing

Practical Marketing Strategy

Marketing is in overwhelm

Choose customer conversations permissively

Follow a strategy consistently

www.latitudetraining.co.za