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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 at 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's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate 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 to 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, not only carves 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 changes 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

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
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Jun 4, 2019

Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)

The Total Product Concept is something that can really help you out when reviewing the elements of a product that consumers may be attracted to. More of that later. But first, let’s meet out guest, the wonderful Hala Taha.

Hala, not only has the best name in the world, but hosts theYoung and Profiting Podcast and is also Growth Marketing Operations Manager at Disney Streaming Services. But this is only part of Hala’s story, from radio to running an all-female team of bloggers and working for a Fortune 50 company. Hala’s passion is infectious and from just listening to the podcast you can tell her desire to succeed at what is in front of her makes Hala stand out from the rest. So what better person to chat to and provide a wealth of knowledge AND motivation for you to nail your Marketing Qualification.

 

 

Takeaways

- Don’t waste your time! Take a seat and write down your daily or weekly activities. Now take a look at those elements where you could be more productive and work to enhance your efficiency for ‘getting stuff done’ during those periods.

- Start with an end goal in mind and work back from there as to what needs to be achieved. This can work very well in business and also for your studies.

- It’s never to late. You can always pivot (and by pivot we mean change the course of your future by doing things different to what you do now). The door is never shut, so if it feels right… take that chance and by putting one step in front of the other, do the pivot.

 

Top Tip – Total Product Concept

So what’s this thing we call a Total Product Concept?

Well the actual model and the theory behind it can be broken down into four key areas, all important as you’ll see:

Core

The core is that element of the product that is why it exists and meets the need of a target market. The core benefit.

Expected

The expected elements are the things that your target market almost take for granted. The colours, brand, packaging, features, accessibility, usability, for example.

Without these the products just wouldn’t sit right with those you are trying to have an influence on.

Augmented

The augmented part of a product is the part that is bonus. Those elements that aren’t expected, but can make a difference and differentiate your product from the rest. This could be anything from an extended guarantee, exceptional customer service or added bonuses.

The product doesn’t need these elements to exist, but your target market may thank you and remember you for providing these.

Potential

And finally, potential, which as you may expect are those facets that a product could ‘potentially’ have in the future. A longer battery life or a variety of colours for example. This is the part where innovation and creativity can help move a product and even a company forward and ahead of the competition.

 

Links
Hala Taha
https://www.youngandprofiting.com
LinkedIn: https://www.linkedin.com/in/htaha/
@yapwithhala: https://www.instagram.com/yapwithhala/
@ youngandprofiting: https://www.instagram.com/youngandprofiting/

Books:
The Like Switch - Jack Schafer: https://amzn.to/2EAhG0b

 

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