7 Step Marketing Toolkit: East Midlands Members Day 19th March 2014
Download as PPT, PDF1 like354 views
The document outlines a 7-step marketing toolkit. Step 1 involves establishing strategic priorities. Step 2 identifies overall service offers. Step 3 segments and profiles customers. Step 4 defines targeted service offers for each segment. Step 5 transforms offers into benefits for each segment. Step 6 translates benefits into targeted messages. Step 7 communicates messages through conversations. The toolkit is demonstrated through activities defining segments, offers, and benefits for different customer groups like students or library users.
7 Step Marketing Toolkit: East Midlands Members Day 19th March 2014
- 2. What is marketing? ‘A dialogue over time with a specific group of customers whose needs you understand in depth, and for whom you develop a specific offer with an advantage over the offers of your competitors’ McDonald
- 3. What can a marketing plan do for us? • Ensure we know who our customers are and what they need • Plan services that fulfil our customers’ needs • Effectively communicate the benefits of our services • Ensure customers are motivated to use our services • Ensure customers make most of our services • Demonstrate the difference we make and the impact we have
- 4. Today’s workshop 1.Introduce the 7 steps 2.3 group activities to try out key techniques 3.Share & feedback
- 5. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 6. Step 1. Establish where you– your strategic direction & priorities Internal • Mission statement • Values / culture • Vision / strategy External Vision / outlook of: • Wider organisation • Sector • Nationally
- 7. Step 2. Identify your service offers SWOT • Strengths • Weaknesses • Opportunities • Threats See Step 2 page 9 List your offers/products today and those you may be planning for the future
- 8. Step 3. Identify, segment and profile your customers Why segment? •Everyone is different •One-size does not fit all •Bespoke is often not possible •It makes it manageable How? •Use what you already know •Have conversations with them •Group those with similar needs, wants, motivations and characteristics •Profile them so that you know all about them •Make sure everyone involved knows who they are ‘The identification of individuals with similar characteristics and wants ’Jobber Why? Need to know who your customers are and what they need before you can begin to provide it. You need to know them so that you know how best to have conversations and build a relationship with them. See Step 3 page 12
- 9. Tourism Queensland customer segments Active Explorers Holidays...where they can be challenged and feel alive Stylish Travellers Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life Self Discoverers Holidays...where they can enrich their mind and nourish their body Unwinders Holidays...where they can reflect and recharge at their own pace Connectors Holidays...where they can bond with family and friends Social Fun-seekers Holidays...where they can share good times with friends, new and old
- 10. ULS Customer Segments • Researchers • Disability • Public • Emeritus Professors • Alumni • Students on campus / off campus / overseas full time / part time final year / dissertation • Staff new academic existing academic retired
- 11. The Active Explorers segment profile Accommodation • not bound to a particular type of accommodation • segment most open to staying in backpacker hostels, eco-lodge resorts or camping grounds • may stay with friends and relatives in a luxury hotel /resort or standard motel • just needs to be clean and comfortable Getting around • likely to drive, but will sometimes take a caravan • may fly, yet prefer to avoid airports • of all segments, most likely to visit multiple locations during a holiday • unlikely to go on daytrips Dining • not looking for quality dining options • prefer accessible food - so local pub and club food is fine • venue isn't so important, the chance to experience different tastes is what it’s all about Social interaction • enjoy meeting and mixing with others • mostly travel with their partners, but travel with family is an option Holiday patterns • more likely than other segments to think limited holiday time restricts the distance that can be travelled • enjoy weekend breaks • will take the opportunity to build holidays around sporting or other events What they look for in a perfect holiday
- 12. Customer Segment Example Final year Dissertation students • search / research skills • familiarity with e-resources • knowledge of using other libraries/ILL • know how to find subject support help • may have left everything until last minute • may be mainly based in work-place or off campus • familiarity with flexible services • familiarity with collections and library services • know about secure saving, printing options • referencing, bibliographical tools e.g. Endnote
- 14. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 15. Step 4. Define a targeted service offer for each customer segment (The 4 Ps) Define a targeted service offer based on your segment’s needs and preferences. Thinking about: •Product? Which services can you offer to meet their needs? •Place? Where and when can the customer use those services to best meet their needs? •Price? What does the customer have to give up in order to use your services? •Competition? Who else provides what they need? See Step 4 page 18 ‘To implement the marketing concept successfully and satisfy customer needs, different product offerings must be made to diverse customer groups.’ Jobber
- 16. Activity 2 Define your service offers to meet your segment’s needs
- 17. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 18. Step 5. Transform your service offers into customer benefits For each service offer to each segment identify the specific benefit of that service offer to them. Define: •The difference the service will make to them •Why the price is worth it •Why your service is better than the competition •The overall benefit of your service offer Benefit: ‘An offer of some entity in which they get more than they give up as perceived by them and in relation to alternatives including doing nothing.’ Perla
- 21. Activity 3 Transform your service offers into benefits & differences for your segment
- 22. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 23. Share & Feedback
- 24. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
Editor's Notes
- #4: A marketing plan enables you to document your approaches to this, it helps to clarify the process and to communicate it consistently – ensuring everyone know what you are doing and you are all pulling in same direction
- #7: Make sure you all know what you are aiming for. Ensure that your marketing plan is consistent with your service/organisational vision eg. Equity of experience at Sunderland
- #8: May be obvious but is a helpful process ….and makes sure everyone starts from the same point
- #9: Holiday example …
- #16: This may be a range of service offers eg. bundles of services for researchers or you may be focussed on one eg Live Chat
- #19: THIS IS THE KEY … what is a benefit to me may not be a benefit to you – READ OUT DEFINITIONS