|
Main
Topic
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Sub-Topics
Discussed
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| What
is marketing?
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- "
the purpose of marketing is to satisfy needs and
wants"
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| Knowing
your market (use inexpensive research to know
who your customers are and what they want)
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- primary
vs. secondary research
-
advertising research
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| How
to develop a marketing plan (the basics of your
strategic marketing plan)
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-
the four P's (promotion, place, promotion, price)
-
outline of a marketing plan
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| How
to establish an image for your firm (decide who
you are and project that image to the public)
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-
Q, S & P (quality, service and price), and the tradeoffs
between the three (in other words, you can offer
high quality and service, but the tradeoff will
be a high price as well - low quality and low service
would require a low price)
-
the mission statement
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promotion of a product image vs. a corporate image
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name awareness
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communicating your image to customers
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choosing an ad agency (evaluating the various functions
of an agency - research, media, copywriting, production)
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| Generating
good marketing ideas (apply your imagination
to the marketing plan)
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-
the 'Four I's' process (information, incubation,
inspiration, implementation)
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the creative process: techniques for thinking 'laterally'
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use of testimonials
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| Ten
commandments of good copywriting (captivate your
customers with words that capture their imagination
and sell product)
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-
start with a good headline
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make your copy interesting
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sell the primary benefit, fast
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sell only one thing
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use plenty of facts
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use testimonials
-
thou shalt not lie
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ignore awards (concentrate on effectiveness in the
marketplace, rather than peer admiration)
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tell them where and when to buy
-
review your ad for three key elements: does it have
impact? is it focused? is it honest?
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| Layout
and design (use visual elements to maximize your
advertising impact)
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-
illustrating your ad: rules of thumb
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laying out the copy
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using billboards
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| How
to make the most of media (market your company
or product using mass media)
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-
newspaper advertising
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magazines
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radio advertising
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television advertising
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cable television
-
reach vs. frequency
-
flighting and front loading
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multiple impressions
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the world wide web
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| Using
publicity to stretch your marketing budget (get
you name in the paper without having to pay for it)
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- what
should be publicized?
-
choosing a public relations agency
-
charitable and philanthropic activities
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| Introducing
a new product (improve your chances for success)
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- the
right product
-
the right timing
-
the right people (i.e. ignoring the early and late
adopters of a product - who will buy it anyway if
it is the right product - and focus on the middle
group)
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| Selling
(coordinate personal selling as a key part of the
marketing mix)
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-
hunting vs. farming
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suggestive selling (or 'upselling')
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maintaining a sales force
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sales letters with impact
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mailing lists
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merchandising and point-of-purchase selling
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| Inexpensive
marketing tactics that work (a variety of simple
yet effective marketing tactics designed to return the
greatest profit)
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- business
cards
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collateral materials
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door hangers
-
forms
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on-hold commercials
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customer questionnaire
-
sponsor a little league team
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uniforms
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| Tricks
of the trade show (tactics to maximize your company's
trade show experience)
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-
building your booth
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attracting customers to your booth
-
some 'dos' and 'don'ts'
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| How
to establish your marketing budget (how much
should you spend on promoting your business?)
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-
percent-of-sales method
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objective-task method
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