The Essential Principles and Practices of Marketing

Rowan Atkins Marketing and PR Consultant nornir

Introductions       Background to nornir My experience Range of sectors Current clients What do I do everyday?

Over to you

What will you get from this session?

     Understand the power and benefits of marketing Get ready to go to market Go through the marketing process Look at implementing marketing tactics Analyse past marketing

What is marketing?

Any suggestions?

What is marketing?

 Raise awareness  Generate interest  Convert interest into results

Key Considerations        Why do marketing?

Crucial to long-term success Integrate with business strategy Marketing mix – holistic approach Strategic v tactical Acquisition v retention Marketing social firms

What makes effective marketing?

Any suggestions?

What makes effective marketing?

          Shout out loud Be ready to go to market Focus & strip away Think strategically Deliver Be creative: brains not budget Strong relationships Good management & timing Attention to detail Strong brand

What makes a strong brand?

Any suggestions?

What makes a strong brand?

 What is a brand?

 Clarify brand values  Clarify personality & tone of voice  Clear, consistent visual identity  Brand protection

Strategic Thinking Developing a visioning process

Vision Process         Product / service Marketing aims Analyse your market Analyse past marketing activity Target groups Unique Selling Points Brand values & personality Key messages: benefits & reasons to buy

Market Research  What do you want to know?

 How can you find this out?

 Quant. v Qual.

 Interviews  Questionnaires  Focus Groups  Using the results

Marketing Tactics What are they?

What should tactics be / do?

 Cost effective  Measurable  Controllable  Targeting right groups  On message/ on brand

Marketing Tactics          PR Print: design & distribution Events Advertising Direct marketing Interactive marketing Copy writing Partnerships Advocacy

Measuring success  Marketing Evaluation  Measurable tactics  Ongoing process  Use the results  Evaluation methods