Marketing
The marketing secrets that experts and top professionals use.Get results fast with this quick, easy guide to the fundamentals of MarketingIncludes how to:• Position your product for a target market• Build a brilliant marketing plan• Create stunning branded marketing materials• Use memorable publicity to build market interest• Take advantage of new technology
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Marketing
Secrets
The experts tell all!
Peter Spalton
Table of Contents
Marketing covers all parts of your business
1.1 Marketing is about customers
1.2 Marketing is definitely not selling
1.3 Adapt and adopt, learn and evolve
1.4 Customers need to be seduced
2.2 Define your ideal customer
2.3 Understand how and why they buy
2.4 Look at who really makes the decisions
2.5 Know your strengths and weaknesses
2.6 Define your proposition and values
2.8 Analyse market trends and forces
2.9 Estimate market size and potential
3.1 Identify features and benefits
3.2 Understand your competitive edge
3.3 Get the mix right to manage life cycles
3.5 Match perceived value and price
3.6 Use discounts and warranty wisely
3.7 Look at added-value and value-added
3.8 Create great packaging and design
3.9 Badge to reach new markets
4.1 Think beyond bricks and mortar
4.2 Identify where your customers will go
4.3 Multiple channels will get you in
5.1 âShoot with a rifle, not a shotgunâ
5.4 Design posters and advertising
5.6 Create press releases and drip feeds
5.7 Connect to buyers at trade events
5.8 Network with movers and shakers
5.10 Always support your brand
6.7 Set up third party schemes
7.1 Be clear about your ambition
7.2 Create a thorough long-term plan
7.3 Always know how well you are doing
7.4 Not all customers are equal
Most people think that marketing is mainly about advertising. A salesperson might regard marketing people as those who do the brochures and look after the website. But both views are only part of the picture, because marketing actually covers almost every aspect of a business.
Iâve been in marketing for 30 years and have worked as a brand manager, marketing director and freelance consultant in almost every type and size of business. And Iâve discovered that, although theory underpins what we all do, marketing is about innovation and the ability to learn from oneâs mistakes.
This book has some classic marketing theory written in an easy way. I have split it into seven chapters with 50 secrets that cover all the practical aspects of marketing. You must read them all, even if you think theyâre not all relevant to you. Be inquisitive and see what marketing people do elsewhere. Open your mind and ask yourself how each secret could work in your business.
Marketing is a philosophy. You must get yourself into the habit of thinking like a marketing person. Open your mind and imagine how you could seduce your customers and outwit your competition.
Identify markets. Everything starts with the customers and you must understand what makes them tick. To do this you need to be a bit of a clairvoyant and a psychologist, and to learn from experience.
Create what people want. At the end of the day someone must buy something, otherwise you have no reason to be in business. You must create what people want so they will choose you above your competitors.
Look where people buy. These days people donât just buy from a shop or a salesperson. You must make sure that they can get your product wherever they would expect it to be available.
Devise your promotional mix. There are literally hundreds of ways to promote your business and products. You must pick the tool thatâs right for the customer at each stage of the buying process.
Get on the Internet. You donât need to be an Internet expert or be able to program a computer. But you must have an open mind and the imagination to see what the Internet could do for your business.
Make an achievable plan. At some point someone will ask you to write down what youâre going to do and why. Planning is rarely fun, but it helps you to clarify your thinking and justify what you intend to do.
When youâve read these 50 secrets youâll know more about marketing than anyone else in your organization. Then again, Iâve been in marketing for 30 years and Iâm still learning!
Marketing starts with your customer and ends in profit.
Marketing is much more than just advertising or PR. Itâs a culture, a way of doing things that starts with a potential customer and ends up with a profit. In the middle are your competitors who are after the same customers and same profits. Your job, as a marketing person, is to use some proven tools and techniques to attack the competition and gain the customers. Itâs about predicting the future and using your imagination.
