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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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Sep 17, 2019

Guest and Episode Links
Patrick Ward
https://www.linkedin.com/in/patrickjamesward/
https://highspeedexperts.com/

Books:
The 4-Hour Work Week – Tim Ferriss: https://amzn.to/31SO9rZ

Enjoy the Episode - Happy Marketing!

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

Intro

What type of company do you work for and what does this actually mean? Not what you may think, but more about that later.

Let’s meet Patrick Ward, currently the Editor-in-Chief at High Speed Experts, a broadband connectivity search engine and IT industry education platform. Patrick is a writer by trade and has worked extensively across the insurance, real estate, finance, travel, and tech industries, with notable clients including Allianz and Cathay Pacific and is currently a member of the Forbes Communication Council.

The main reason I invited Patrick on today is because of his rise through the ranks within the Marketing Profession, to provide you with an insight into the how, what and why of a career in Marketing. 

Takeaways

- When starting or in the middle of your career you need a path. It doesn’t have to be perfect, but what do you want the next 10 years to be like and do you have a plan to achieve this. It’s like most things – failing to plan, is planning to fail!

- When considering career progression, Patrick pointed out that there are three things that will help you, always – people, communication and interaction, which kinda makes sense as these are the three things that are essential when implementing a Marketing Strategy

- And finally, Partick reminded us that learning on the job is so important, but…. Don’t forget that your Marketing qualification will form the bedrock of this learning, which you then can apply to your daily duties. This will not only assist you in becoming a better marketer, but also help you find out what type of Marketer you want to become.

 

Top Tip - Which company are you?

It’s important as a marketer that we understand what type of company we are marketing. At its core it can be a number of different types. Here’s a rundown of these types and what this may mean:

Selling Orientation: This focusses on the actual selling of what exists rather than satisfying customer needs and wants. Usually comms are focused around short term promotions, rather than long term stability.

Production Orientation: This process looks to maximise output and thus profit, which is all about economies of scale. Quicker, faster, cheaper. An internal approach.

Product Orientation:Whereas production concentrates on economies of scale, the focus here is on the product / service itself, designed to what is ‘thought’ to be the best solution. This however may ignore actual customer tastes and needs and you may end up focusing your efforts on features and benefits that are not important.

Marketing Orientation:  As you would expect, customers requirements are embedded into all activities. Customers are at the core of everything that is done. The trick here is to understand your market. If this isn’t correct, the orientation may fail as the strategy will be incorrect.

There is one more type I want to cover here and that is Societal Marketing, which means a company is looking to balance the needs of its customer, society and the company itself which means a more ethical stance on your strategic approach. 

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