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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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Aug 6, 2019

Links
Krista Fabrick
https://www.linkedin.com/in/krista-fabrick/
https://www.instagram.com/kristafabrick/

Books:
Known - Mark Schafer: https://amzn.to/2J4TpAM

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)

As we round up our look at the Extended Marketing Mix (7P’s), it seems fitting that this week we talk to a Marketing Consultant and Professor.

Let’s meet Krista Fabrick. Krista teaches Marketing and Social Networking through both the theoretical side and the more practical elements, utlising the many social platforms in what she teaches. This also transfers onto startups and small businesses, who simply haven’t the time to sit down, learn, develop and implement a marketing strategy.

Not only that, but Krista is also pursuing a Doctorate in Business Admin and Marketing with a specific view on social media. More on that later.

 

Takeaways

- As we heard last week with our chat with Mark Shaw, you need to understand the platforms to use them successfully. Krista takes this one step further with the premise that you need to understand the history, the principals, strategies, frameworks and foundations of each platform to early gain a competitive advantage when using them. Without this knowledge you are starting right at the bottom with a long way to go!

- Consistency, consistency, consistency. Showing up regularly and getting into the habit of this being part of your daily life. Yes there are other comms channels we need to consider, but they are just they same. We all need consistency in what we do, which leads onto the final takeaway.

- Learn the theory and practice this in the real world. It what good marketing is all about. Many don't want to do the theory and go straight to the practical, which can work, but in my opinion, it takes twice as long and not documenting your progress can start to make you make decisions based on intuition alone. Not a good long term strategy.

 

Top Tip - The 7P's round up

I just want to wrap up our look at the 7 P’s, the extended marketing mix and why it’s important that you always consider every element. They are all linked together. If you change one element it will have an effect on others. Lets take a look at an example of how this would work.

Let's start with Price – And you increase the price of a service dramatically.

This will have an effect on the People as your customer will expect a higher level of service for a higher price.

Your Physical Evidence will probably have to be updated to highlight the additional quality you now include. 

And your Promotional material will need to mirror the change in both physical evidence and pricing structure.

That is the complexity of the Marketing Mix and why it should never be placed in the background. It should be front and center in your tactical Marketing approach.

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