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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

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May 21, 2019

 

Episode Links
Janine Coombe
LinkedIn: https://www.linkedin.com/in/janinecoombes/
YouTube: https://www.youtube.com/channel/UC8BWALizli9ioklqzrt8l8w

Books: 
Mindset - Dr Carol Dweck: https://amzn.to/2X2iIJ4

Pearls of Marketing Wisdom

Who would you go to if you wanted to understand the importance of a marketing plan? We’ll be chatting to just that person in a minute and later on in this episode we’ll also discuss what SOSTAC stands for – spoiler alert – its something to do with a marketing strategy!

Right, back to our amazing guest this week, Janine Coombes. Janine is a marketer that helps small businesses develop and execute their own marketing plans, with simple, easy to follow strategies. And Janine does all this in a lighthearted way that is infectious, just check out her videos!

 

Takeaways

- So many people mistaken marketing communications for a full marketing mix. As Janine pointed out, the communications part of a marketing plan is just one element and although vita, this is a step that comes after all the planning, setting objectives and the strategic direction stages of a marketing strategy. Without these it’s impossible to know who your communications are aimed at and which channels these comms should be designed for – let alone the overall direction of the organisation.

- Ever heard of Ansoff’s Growth Matrix, no? Check it out. Although it was originally designed in 1957 and published in the Harvard Review, it still holds relevance in today’s marketing planning. It helps to highlight the strategic direction a company should or could take and the risks that come with this change in direction. Janine also uses this model to highlight where a company may be spreading themselves to thin and pulling in different directions with no strong singular vision, which is an excellent use of this model. 

- And finally, Janine’s own style of comms. Janine uses LinkedIn and YouTube to provide followers with a unique and true to her own personal brand style of video, using characters to describe certain aspects of Marketing, aspects that Janine herself is an expert in, in her own way.

This only has any success however, if the comms style matches the person or business. Imagine turning up to a meeting you thought was going to be formal and corporate (due to the messages you’d been receiving), to only find out that it is a relaxed and care free culture, the two wouldn’t match, a false impression is given and trust will be lost…. Not a great start!

 

Top Tip - SOSTAC

This is my favorite marketing model, yep, I’m that geeky I’ve got a favorite marketing model. And I was so fortunate to chat with its create PR Smith in Episode 10 of Marketing Study Lab, where PR Smith described how it has been used for planning marketing strategies as well as other large projects, including a wedding!

So why is it my favourite?

Simple. Because it’s simple, versatile and provides a complete vision of the now, the future and how to get there.

So very briefly, how do you use it:

Situation Analysis

The where are we know, a review of the internal and external environments so you know exactly where you fit within the wider market, what impacts and influences are effecting you and how internal aspects shape an organisation

Objectives

Where you want to go. Now you know your situation, it’s time to set some objectives in terms of where you want to be! This can be as long or as short as it needs to be; 1 year, 3 years, 5 years, even 10 years.

Strategy

The strategy is the overall direction that you need to go to meet your objectives. Think about it like taking a road trip. You know you want to get from A to B, the strategy tell you how you will get there, without the specifics.

Taking a train, driving, getting a taxi, etc

Tactics

Sticking with the car analogy, it’s the tactics that will specifically describe how you will get from A to B.

Take this road, then that road.
The train leaves at such a time and your seat number is this.
The taxi is booked, your driver is Dave and it’s just around the corner.

Tactics should also include your Marketing Mix, which as we’ve discussed, is different to your communications.

Action

Now is the time to take action and this describes the who, what and when, usually within a Gantt chart or similar. This would be your map en-route, telling you when to turn left or stop to get petrol.

Control

And finally the control. The part of your strategy that makes sure you are on course to achieve your objectives. The control part will monitor the tactics and the actions, highlighting if there are issues or problems that mean a change in strategic direction in order to achieve the objectives set. It could even mean a change in objective due to circumstances out of your control.

Think of this as your sat nav, highlighting road blocks, delays and…. of course speed cameras.

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

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