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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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Aug 13, 2019

 Links
Victoria Doxat
https://www.linkedin.com/in/victoria-doxat/
https://victoriadoxat.com

Books:
Influence – Robert Cialdini: https://amzn.to/2ITaRtf

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)

 

The communications mix and the marketing mix are two very different things, but they are also intertwined, which we’ll find out about later on.

First, let’s meet Victoria Doxat, a copywriter who specialises copy, - or should that be content…… Victoria will explain the difference in a minute - for B2B clients ranging from entrepreneurs and SMEs, to large corporations. It takes a special kind of person to be able to go deep into topics that others may find boring and turn them into readable and valuable content, but Victoria does this by producing articles, case studies and even white papers and is anything but boring.

Oh, Victoria is also a Philosophy Lecturer, as you do, with all that free time, because copywriting is easy, right?

 

Takeaways

- So it seems there is a bit of a difference between content and copy. Victoria explained that copy aims to sell something, whereas content provides the audience with the information they need to make a valid decision….. but is there a real difference? I’ll let you decided. As long as it has good intentions, it’s all good for me.

- There are some tips that Victoria kindly shared with us that can be used in most writing situations. Including Marketing Assignments:
- Write for a specific purpose and remember this (always have the brief, task or question in from of you)
- Use headings and structure to make your writing easy to follow and a basis for the main topics you want to cover
- Then , do your research – research the simple things first. Remember Google is your friend for this in most instances
- Start to slot your findings under each appropriate heading
- And finally, once you have done this, you can start to structure your assignment or content and make it readable. This doesn't have to be done until the other steps are complete, so don’t think you have to get it right first time or that it can’t change later on. It’s a process, not carved in stone.

- When writing assignments or in an exam, make sure you are making it interesting and don't be afraid to get creative. We’ve heard this before but it’s worth reiterating – Remember who is reading your content and make sure it resonates with them, but in our own language, our tone, so it is undeniably yours.

 

Top Tip – The Comms Mix and Marketing Mix Confusion

This is a very brief, but massively important tip and its about, what so many do without noticing it and this is confusing the Extended / Digital Marketing Mix (7P’s) with a Marketing Communication Mix.

Now they are intrinsically linked and you cant have one without the other, but in short:

Extended / Digital Marketing Mix = 7Ps. Covering all elements such as price and people which we have been discussing on the previous eight episodes (no I haven’t gone mad, one was a round-up of the 7P’ s).

Marketing Communications Mix = Is part of the Promotional element of the 7Ps. Think of this as the elements that your consumers actually see and are engaged by – the tip of the marketing mix iceberg – your content, communication channels and calls to action if you like.

Don't get the two mixed up or confused. The world won’t end, but I’m not prepared to try it to see if it would!

 

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