Marketing Excellence

Marketing Excellence

• 2.
  A PRACTICAL GUIDE MLGD Consultancy Wework with entrepreneurs, making sure that at each stage of their business development they receive the services they need to realize their business ambitions. ‘We are successful in achieving results because we not only tell our customers what the pathway to create value and growth is, we actively support and guide our customers getting there! Write: [email protected] Web: mlgd-consultancy.com
• 3.
  MARKETING EXCELLENCE What isit?
• 4.
  Creating Superior CustomerValue IT’S A JOURNEY AND 70% FAIL Create the promise (innovation & customer insights) Keep the promise (internal and external engagement) Putting marketing (& sales) in the center of your organization Marketing triggers your profitability metrics, it affects acquisition, retention and brand value. Marketing drives margin, ROI and EBITDA. Marketing helps to find new ways to organic growth, sustainably and profitably.
• 5.
  1. The customerpromise as the heart of your strategy (compelling vision and strategy) 2 STEPS TO START THE JOURNEY 2. Make marketing your organization engine, your ‘power center’ An excellent marketing manager should be capable to cover the following disciplines; product development, product launch, positioning, distribution, go to market strategies, advertising, brand management, promotion, innovation, market selection, customer service, pricing, social media, lead generation, stock market performance, customer relationship management, market research, competitive intelligence
• 6.
  IT IS APROCESS!
• 7.
  •  ‘No onehas ever won a game of chess by taking only forward moves. Sometimes you have to move backward to get a step forward’ BEFORE YOU START •  ‘If you think it’s expensive to hire a professional, wait until you hire an amateur’ •  ‘An unwritten strategy is not a strategy, that’s a dream’ (and sadly most dreams don’t come true)
• 8.
  1.  Analyze yourcurrent marketing (team) effectiveness 9 STEPS •  Objectives & targets (marketing audit) •  To only make new mistakes! •  To solve the problem you have to understand the problem •  Every good conversation starts with good listening!
• 9.
  2.  Gain aprofound understanding of your market-place LOOK, LISTEN AND UNDERSTAND •  Collect data •  Understand buying behaviour (B2C, B2B) •  Customer insights, Market insights, Competitor insights •  Market research
• 10.
  3.  Select andsegment your audience (segmentation strategy) TALK TO YOUR CUSTOMERS •  Customer insights •  Customer Data management •  Defines your target audience
• 11.
  4.  Brand developmentand competitive positioning TO BE OR NOT TO BE •  Brand Strategy •  Positioning Strategy •  Differentiation!
• 12.
  5.  Marketing Planning VALUEPROPOSITION •  Marketing Plan à Marketing Mix à Communications Strategy •  Product development, product portfolio, pricing strategy, distribution channels •  What is your proposition (add value!) •  Budget
• 13.
  6.  Aligned withsales strategy STRATEGY & TACTIC •  Customer recruitment / acquisition •  Customer management •  Customer retention
• 14.
  7.  Integrated MarketingCommunications Planning PRIORITIZE AGAIN AND AGAIN •  Content Strategy •  Media Strategy •  Production •  DIY versus Outsourcing Mobile, video, digital, website, social, SEO, PPC, email marketing, e-commerce, events, sponsorships, promotions, direct marketing, brand campaigns, discounts, loyalty cards, digital advertising, print advertising, TV, outdoor advertising, PR, in- store promotion, training, pop- up stores and so on…...............
• 15.
  8.  Analysis ofyour business performance by KPIs THE BIT NO ONE LIKES… •  Review your marketing plan •  If it cannot be measured, it cannot be managed •  Don’t over-complicate •  Easy to understand, measurable, up to date
• 16.
  9.  Develop YourOrganization PEOPLE MAKE YOUR BUSINESS •  Champion the High Performers •  Invest in skills development •  Reward & pay-review
• 17.
  MANAGING THE CHANGE
• 18.
  1. The customerpromise as the heart of your strategy DURING THE JOURNEY 2. Make marketing your organization engine, your ‘power center’ 3. Communicate internally (top down & bottom up) & externally 4. Pick the right battles as no one became world-class overnight 5. Lead by example 6. Build coalitions for change 7. Foster talent (and don’t be afraid to cut) 8. Reward success
• 19.
  MLGD CONSULTANCY We workwith entrepreneurs, making sure that at each stage of their business development they receive the services they need to realize their business ambitions. ‘We are successful in achieving results because we not only tell our customers what the pathway to create value and growth is, we actively support and guide our customers getting there! Write: [email protected] Web: mlgd-consultancy.com