What is marketing?

• A Business Philosophy

• To identify and satisfy market needs profitably

• Customer satisfaction is key to successful trading

 

Some basic principles of marketing

• Market research – who are our customers?

• Target market – where are our customers?

• Market Segmentation – niche is best

• Innovation – (not 'me too' products and services) - the BIG idea!

• Image and branding - Positioning

• Price point- Competitive pricing

• Targeted Cost effective promotion

 

The Marketing Plan

• How will you reach your customers?

• The marketing mix

 

The Marketing Mix

• Networking

• Brochures

• Leaflets

• Mail shots

• Telesales

• Websites

• Press relations

• Media

• Advertising Promotional gifts etc.

• e-marketing

• Exhibitions

 

Online Marketing – The Basics

• Market research

• Competitive analysis

• Email campaigns

• Website - online brochure

 

Getting a Website

• A web presence is important

• A relatively cheap way of promoting your business

• Reaches a global audience

• Allows you to sell online

• Easy to change content as your business develops

 

Marketing Your Website

• Website address on everything

• Leaflets and postcard mail shots

• Search engine registration

• Email shot

• Sector magazine advertorial

• Sponsored advertising e.g. Google AdWords: