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Marketing Study Lab - Actionable Marketing Knowledge


Hello, I’m the Lego Master of Marketing! 

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand a marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this. 

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer by developing the skills needed to confidently create successful, long-term marketing strategies that generates business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, does not only carve out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This change your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches.

Happy Marketing,
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Jul 9, 2019

Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
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https://twitter.com/cousinp81
(@cousinp81)

Intro

We all seem to be focusing on the Digital elements of not only our Marketing, but our business and social lives as well. Sometimes it’s easy to forget the real world in all of this and how Physical Evidence can play a huge part in your Marketing Mix. More on that later.

First, it’s time to chat with Michael Field about all things B2B (business to business). It’s so easy to focus on the B2C (business to consumer) elements of Marketing as they are all around us and impact us every day, but the majority of us will ply our trade within the B2B sector and Michael is the perfect person to guide us through what we should be doing here.

Michael, who was also a guest lecturer at Edith Cowan University for a number of years, now focuses on developing competitive strategies for medium sized businesses for EvettField Partners. Michael specializes in helping his clients gain market share, build compelling value propositions, identify value drivers and develop meaningful, evidence-based and actionable strategic plans. Now this may all sound very buzz-wordy but believe me, when Michael talks, you listen as there is theory and analysis behind what he offers, building the solid foundations of Marketing that are so badly missing in many organisations Strategy.

 

Takeaways

- Why is marketing important. As Michael points out, it can help companies grow and break through that plateau that other functions, such as sales cannot do alone. But it needs careful consideration backed by proper analysis. Basically, its more than just your logo, literature and a website – what are the strategic implications. 

- This leads on nicely to not forgetting about the fundamentals of marketing. These are the bits that people can’t see, or don’t want to see. The research and analysis that is required to base any type of Marketing tactics on top of. These are the foundations of good Marketing.

- When thinking about the various channels we now have at our disposal, it doesn't mean we should be on all of them or spread ourselves to thin. No, we go where the market is. Consumer buying behavior has driven our need for Digital Marketing, Digital Marketing didn't drive the need for customer to be on these platforms. It is down to us as Marketers to understand where our customers are and be there when they need us.

 

Top Tip- 7 P's - Physical Evidence

Within the extended or digital marketing mix sits physical evidence. What do we mean by this and why is it a consideration? After all, for many businesses e-commerce is the only platform and thus, physical evidence is an non-entity…. Wrong.

Yes, physical evidence is far more prevalent within the service industry. Take a salon or a butchers for example, the smells, sound, décor, ambiance, cleanliness, colours, clothing and even equipment is vitally important as an indicator to the quality of the service that will and is provided.

But even for those organisations with very little by way of physical evidence, it is an important factor as including the physical in what is a none physical landscape can be a game changer.

What the heck am I talking about. Take Amazon for example, their physical evidence is exceptional irrespective of their digital presence, lets take a look at some key elements:

Packaging – usually branded and even the tape they use to seal the packaging is either branded or utilised in some promotional way

Warehouses – Those massive things you see on the side of the road, yep, they play their part as an indicator to the vast delivery network that can get a packaging to you in under 24 hours

Drones – They may not be quite there yet, but the fact that this is even a possibility highlights that the company is a thought leader in their industry, pioneering new technology and looking at ways to better serve their customers

I’m off to order Good Strategy, Bad Strategy by Richard Rumelt as I need it tomorrow…. No, NOW! By drone please!

 

Links
Michael Field: https://www.linkedin.com/in/michaelfieldcom/
https://www.evettfield.com

Books:
Good Strategy, Bad Strategy – Richard Rumelt: https://amzn.to/2ZEC2ha

App:
Slack: https://slack.com/intl/en-gb/

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License