marketing a beginner’s guide
the
definition marketing is a process that uses research, strategy, psychology and creativity to sell products or services to a select market (consumer).
the
process marketing identifies the what, which leads to the how. From this, a strategy, a plan, and an objective is developed.
the
process The strategy is the thinking, and the planning is the doing. Sample Objective: To gain a broader market for our running shoes. Marketing Strategy: Introduce shoes to generation X. Marketing Plan: Outlines the advertising strategy to reach this target market.
five divisions of marketing 01. Research - competition analysis, customer analysis, SWAT, costs analysis 02. Segmentation - geographic, demographic, psychographic and behavior sets/AUDIENCE 03. Marketing Mix - 7Ps, branding, strategy, advertising, social media, PR, sales/STRATEGY 04. Implementation - marketing design, execution and scheduling are turned into action 05. Control - measurement, evaluation and monitoring all outcomes
most noted area 01. Research - competition analysis, customer analysis, SWAT, costs analysis 02. Segmentation - geographic, demographic, psychographic and behavior sets/AUDIENCE 03. Marketing Mix - 7Ps, branding, strategy, advertising, social media, PR, sales/STRATEGY 04. Implementation - marketing design, execution and scheduling are turned into action 05. Control - measurement, evaluation and monitoring all outcomes
marketing mix 7Ps includes: Product, Price, People, Physical Env., Place, Process, Promotion*
7Ps
the TO MARKETING
marketing mix Promotions includes:
advertising, branding, social media, PR, sales
Advertising refers to the process of promoting your product or service to your target market through the methods of a campaign*.
marketing mix Promotions includes:
THE CAMPAIGN
A campaign is a series of advertisement messages that share a single idea and theme. Advertising campaigns can be communicated through numerous venues, television, radio, or online. 1 item/product/service to 1 type of person for a specified amount of time.
methods used in campaigns Marketing Psychology
Advertising campaigns use marketing psychology to help businesses effectively promote a product or service. More specifically, this branch of psychology focuses on developing advertisements (ads) that persuade consumers to purchase specific items. The two categories include EMOTIONAL and RATIONAL.
methods used in campaigns Marketing Psychology
EMOTIONAL Romantic
Adventurous Appeal
Social Appeal
Empathy
Fear
Musical Appeal (music played over the message)
Endorsement Sexual Appeal Youth Appeal
Popularity Appeal Brand Appeal (everyone is doing it Statistic Appeal (appeal to rational target group)
methods used in campaigns Marketing Psychology
RATIONAL Pain solution
Status Appeal
Scarcity Appeal (limited offer)
Transparent Appeal
Testimonial Appeal
Beauty Appeal (beauty of the product)
Contrasting Appeal
Natural Appeal (natural beauty)
methods used in campaigns Marketing Storytelling
Storytelling is the process of making a connection with the customer first, and selling a product second. This method of marketing is contrary to most advertising programs, and often seems more like a creative writing program than a marketing strategy.
methods used in campaigns Marketing Psychology & Storytelling
Advertising campaigns use marketing psychology to help businesses effectively promote a product or service. More specifically, this branch of psychology focuses on developing advertisements (ads) that persuade consumers to purchase specific items. The two categories include EMOTIONAL and RATIONAL. https://youtu.be/2YBtspm8j8M Gen X
https://youtu.be/KG_i7oWzTyU
methods used in campaigns Marketing Psychology & Storytelling
Nike https://www.youtube.com/results?search_query=nike+shoe+commercial+2018+
methods Marketing Psychology & Storytelling
Nike Blowout https://www.cnbc.com/2019/02/21/duke-player-zion-williamson-injured-when-nike-shoe-blowsapart-in-game.html
methods
Marketing Psychology & Storytelling
The Fix The world’s largest athletic brand, which pays Duke millions each year to outfit stars like Williamson, spared little expense in righting the error. They sent their techs to China for research and development and create the Kyrie 4 model. Nike publicly speaks with Zion Williamson about the Kyrie 4. “The shoes were incredible,” he told reporters. “I want to thank Nike for making these.” https://www.bloomberg.com/news/articles/2019-03-15/nike-sent-a-team-to-china-to-fix-zion-williamson-s-sneakers
methods
Marketing Psychology & Storytelling
The Campaigns Kyrie 4 Website https://www.nike.com/us/en_us/c/basketball/kyrie-4
Kyrie 3 Website https://www.nike.com/us/en_us/c/basketball/kyrie-3
the
real deal
the
campaign “that changed history”
the
product 01. unknown product nationally until 2004 02. had been on the market for 4 years 03. had been in development for 46 years
OBAMA The 2008 presidential campaign of Barack Obama, then junior United States Senator from Illinois, was announced on February 10, 2007 in Springfield, Illinois.
the
research 01. collecting data 02. interpreting data
RESEARCH collecting data on voters
The Obama used data analytics to assemble information on the voters OPINION POLLING NBC News/Wall Street Journal (among likely voters) Newsweek Daily Tracking (among “like” voters) USA Today Fox News Gallup (among traditional likely to voter) Gallup (with undecided voters)
OBOMO’S SERVEY MANAGER Obama’s team created software, called SURVEY MANAGER which counted every vote independently vs placing voters into defined demographics. This method revealed a discrepancy if how the opinion polls were predicting.
Web platform called DASHBOARD gamified volunteer activity by ranking the most active supporters and “TARGETED SHARING” With this information, it was time to establish those most likely to vote for Obama
the
segmentation 01. establishing your target market 02. establishing secondary market 03. establishing demographics
SEGMENTATION determine your voter
Obama used data analytics to establish potential voters- UNIQUE SEGMENT 01. LATINO
02. AFRICAN-AMERICANS
economy immigration reform education
economy healthcare voter ID laws education
03. WOMEN
04. COLLEGE AGE STUDENT
economy healthcare
cost of college/scholarship student loans under employment
the
strategy
the
strategy
CREATIVE THE STRATEGY
01. what is your plan 02. determine methods 03. create the brand 04. advertising plan
05. determine content 06. choose channels 07. determine financial outcome 08. determine sales
the
brand identity 01. brand ID establishes how a business is perceived 02. components include name, logo, tone, tageline, color and typeface 03. the brand should identify with your customers 04. consistency is key to brand identity
BRANDING creating the message for your audience
branding / style guide / logo
BRANDING creating the message for your audience
brand logo
BRANDING creating the message for your audience
brand tag lines
“Hope” “Yes We Can” “Change”
the
advertisements CAMPAIGN: creating the message for your audience
01. print 02. social media 03. TV / RADIO 04. PR, email 05. events 06. merchandise
CAMPAIGN creating the message for your audience
MARKETING MIX creating the message for your audience
print advertising
Shepard Fairey
“Imitation is the sincerest form of flattery.” Charles Caleb Colton
MARKETING MIX creating the message for your audience
celebrity endorsement
MARKETING MIX creating the message for your audience
merchandise
the
Implement 01. execution and scheduling are turned into action
social media 01. Facebook 02. twitter 03. Myspace 04. youtube 05. 12 other social media outlets
MARKETING MIX creating the message for your audience
**social media marketing objective • fundraising • customize message to fit target market’s needs • rally voters • expand message on healthcare and taxation • engage people in conversations • attract people to volunteer for campaign • show Obama as intimate, informal and personable
• share content • encourage voters
MARKETING MIX creating the message for your audience
social media channels • constantly changing • monitored closely • primary forms of conversation • app were created to help • thank voters • thank volunteers • encourage conversations
MARKETING MIX creating the message for your audience
Targeted Sharing / Message
Social media message changed with the target audience.
MARKETING MIX creating the message for your audience
Show Obama as intimate, informal & personable
the
controls 01. metrics 02. data content 03. marketing projections 04. future prospects 05. fi nance
CONTROL metrics
What was measured and accomplished • 3 million social media profiles created • 3.9 million dollars donations on Facebook • 13 million email subscribers • 200,000 offline events planned
• 3.2 Facebook friends created • 640 million dollars donated overall • 35,000 groups created • 5 million volunteers targeted audience
• more than 1 billion emails were sent with 7000 different messages targeted to specific audiences • analytical software predicted congressional races with a margins of 2.5 percent