Marketing Purpose – How “marketing” things have developed
Marketing Purpose over time
Background: Since the global economic challenges and changes of the last twenty years we can no longer continue just doing the “same old same old”. We now need to make sure that marketing benefits are clearly communicated and understood.
Fact: When the sense of purpose is big enough people will do amazing things. Just think of of a major incident and how it can pull people (who previously seemed disparate together) e.g. In the Queensland floods the Premier called for 6,000 volunteers and got 80,000.
The marketing reason provided a common goal that everybody could work towards.
Marketing Purpose – Value and Values
In an interesting book Spend Shift by John Gerzema” following extensive research he observed. “We believe that the future face of capitalism will be defined by delivering value and values” followed by “Those that embrace this reality and adapt will find extraordinary opportunities”
A snapshot of some of the observations
- People have a new found sense of purpose
- 88% of people said that possessions did not have much to do with happiness
- Generosity is now the glue that binds a company and provides marketing purpose
The 6 key elements to marketing purpose
- Authenticity – say and do what you believe in
- Transparency – be transparent in everything that you do
- Clarity – Give simple answers – why make it complicated if it doesn’t need to be
- Trust – Make it easy for people to trust
- Generosity – in an uncertain future we need to be giving not just taking. Some of the issues currently around giving
- Its quite often Ad Hoc so there’s no connection
- Most giving is designed to make people feel guilty, the trouble with this is it’s not sustainable
- Therefore need to make giving habitual, effortless and provide a connection
- Now I will talk more about marketing purpose and generosity in future posts
- Certainty – as in the certainty of outcome ‘Will I get what I expect’
Is Marketing Training a good use of time?
- Over the past couple of years I have noticed a significant increase in the number of FREE ‘marketing related’ training events that are available.
- A continued de valuing perception within companies in relation to marketing activities
- Non professional / Non expert delivery relating to critical marketing issues
- People using training events as a mechanism to sell specific marketing products –
- Social Media Services
- Graphic Design
- Website Design
- Print, radio and web etc
- In summary events purporting to offer training but in fact just providing a platform to sell
- These training events on marketing are possibly not a good use of time
What Constitutes Useful Marketing Training
Having been involved in marketing for over 20 years and been fortunate to watch some truly great marketing professionals deliver some great marketing training. Marketing professionals such as Professor Malcolm Mcdonald, Nigel Piercey, Robert Craven, Bob Hogg, Joe Polish, Richard Groom, Mike Koenigs, Howie Jacobson, Paul Fifiled you leave an event
- With practical nuggets of wisdom that you can apply immediately
- With knowledge born out of sound research or thorough implementation within industry
- With questions in your mind as to how you can apply this ‘marketing’ wisdom
- Remembering that you don’t know , what you don’t know
- That business is developing rapidly and you need to be constantly learning and adapting to keep pace
What to look out for from training
- Is it being UK delivered by practical knowledgeable CIM qualified people
- Does it provide the opportunity for a formal CIM marketing qualification (whether its introductory certificate, professional certificate, or professional diploma)
- Will it provide you with a good return on investment (either cost or time)
- Will you leave with a series of nuggets / actions that you can apply into your business
- Will it challenge your perceptions, thoughts and overcome the don’t know challenges
Looking for training that will improve the performance of your employees
Marketing Ability LLP deliver CIM accredited training in Peterborough, Norwich and Watford at certificate and diploma levels.
If you have staff who are performing sales / marketing roles but have no experience the Introductory Certificate provides an invaluable professional first step up the marketing ladder.
If you have employees who have been performing marketing roles for some time but who have no formal marketing qualifications then the professional certificate in marketing provides a valuable insight into the bigger picture of marketing.
If you have talented staff who are marketing professionals and would welcome a professional challenge through training that provides assignments based around the workplace then the professional diploma could be appropriate.
Training in Marketing
If you would like more information on practical training in marketing including our marketing stimulation sessions then click here Andrew Goode at Blue Dolphin on 01733 361729 . If you would like more information on professional marketing services click here
Business presentation – Why 80% of them fail
Reason’s for business presentation failure
Often we develop a business presentation format (content, tone, style, format etc) and expect to be able to replicate delivery of this set presentation. The challenge – You cant deal with everybody the same way
So how does this manifest itself in the business presentation situation
- Firstly – individuals listen / follow differently.
- This is a really simple example “No Problem” could mean there is no problem or could mean “No; Problem” i.e. No we cant do, that it would be a problem. The challenge exists of miss communication where I say one thing and you interpret something completely different
- Listening abilities; apparently we think at 500 words per minute.
- So we start a presentation,
- In presenting ideas the recipient is processing the ideas and information provided and working out what you said.
- During this processing stage they miss some of the key content
- The process of persuasion varies i.e.
- what gets the Financial Director excited, possibly wont excite the Sales & Marketing Director.
- The challenge being “What’s in it for me” and if there are different people involved appealing to them all
Considering the sequence of persuasion in a business presentation
- What is the end game? Are we looking to close the sale or build a relationship. The process of consultative selling will be explored in future articles
- At the attention stage what impression are you creating through your business presentation
- Your business cards – a simple business tool but what does your business card say about you
- Forms of address – polite / aggressive / confident
- The formality that you show – rigid / this is what I want to talk about and nothing will distract me
- The pace of your delivery
- Simple introductory greetings
- Through the interest and desire stages how are we delivering
- Facts and evidence that support our business case
- Emotion and passion
- Once the business presentation has finished what do you want the person to do
- How will you respond to questions
- What support information do you have
- How do you establish the next steps.
- How do you establish that the person has fully understood
Communicating Complex Product Or Service Messages
Communicating Complex Product Or Service Messages Is Animation the Answer
Now the process is way more than just drawing!!
Understand the buyer
As with all good communication, there needs to be a beginning, middle and end. This is achieved by trying to focus on 7 to 10 key elements that you want to cover and focusing on a single topic. In the above example the message is focused on just concentrating peoples mind on the purpose of their website. It is therefore crucial that you understand exactly what messages you want to communicate and what triggers you want to tap into. This process requires significant understanding of your customers (and also people who use your product or service but don’t currently buy from you).
Its not a Hollywood epic
The whole video should only last about 2 to 3 minutes before getting to a call to action. The rationale behind this being that if they are interested they will call, ask for more information, visit you etc etc. At which point you will start to build the relationship and continue the sales process.
So the purpose of the animated video is just to make it easier for your potential customer to start to understand the benefits of what you provide. To make it easier for your to continue the sales process.
Inspiring Enterprise – The Key Components
Three keys to an inspiring enterprise
At a recent event I attended the speaker identified 3 keys that go towards developing an inspiring business for the 21st century and the marketing benefits provided
The three keys to an inspiring enterprise
- Adding speed
- Adding purpose
- Changing lives
1: Adding speed
- Back in 2000 Google didn’t even exist, now it is a leading global company
- The quantity of additional information that we get now compared to 10 years ago is astronomical , e mails, texts, Facebook etc
- According to Google the information now in 48 hours will be 4 hours in 2020
- The need for being able to communicate effectively and fast has never been greater “we are in the age of acceleration of everything”
- The challenge – can you rapidly communicate your business plan
2: Adding purpose
- One of the simplest but most powerful questions “Why on earth do we do what we do”?
- So when you are asked this question “This is why we …” is this a compelling message that has real purpose
3: Changing lives
- If you are running a business then you have the power to change lives.
- The lives of your
Ambush Marketing And The Law – Be Careful And Stay Out Of Jail
Ambush marketing some classic examples
Ambush marketing is defined by the Macmillan English Dictionary as “a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee”. So lets consider some of the real life examples of ambush activities in action
Los Angeles Olympics. For this major sporting event Fuji (the camera manufacturer) were a major official sponsor. There major competitor ran prime time adverts during the Olympics and sponsored a specific team. Classic ambush marketing in that through the advertising it blurred the lines for the customer as to who was the official sponsor
World cup in South Africa and Budweiser the brewer was a main sponsor. Dutch brewer Bavaria performed some very creative (getting 36 very good looking, orange mini clad wearing supporters into key matches – where they got featured on the television. the outfits were designed by Bavaria and later offered for sale.
Atlanta Olympics. The official sponsor for the games was Reebok. Linford Christie the 100 metre runner attended a press conference wearing Puma contact lenses. needless to say the next day in all the newspapers were pictures of Linford Christie with the Puma logo
So while ambush marketing may be seen as
- Clever – some of the ideas are truly innovative to overcome the various rules and guidelines
- Light hearted – in the case of the beer and contact lenses a definite case of making people smile
- Cheeky – with a David versus Goliath approach of a smaller company taking on an international force
- A great lower cost way of increasing brand awareness,
Ambush Health Warning – it may potentially result in brand damage, civil law suits and at worst criminal prosecutions
The Chartered Institute of Marketing have produced a fantastic information booklet which covers both ambush issues and looks at implications of the Olympics act. To find out more about ambush marketing click here
Marketing Benefits to Business , Marketing Metrics and Analytics
If you would like to know more about marketing benefits to business contact Andrew Goode MBA, MSc, FCIM Click here to arrange a call
Other articles linked with marketing metrics that may provide additional insight. Marketing metrics and analytics, marketing ROI Planning , marketing revenue analytics and Marketing Measurement Metrics and for information on website design Peterborough click here