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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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Jun 11, 2019

 

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)

Segmentation, Targeting and Positioning. How can you create a Marketing Strategy without this….. truth is you can’t, so lets discuss this later.

First, we’re going to have a chat with Teresa Gandy the Customer Survey and Customer Experience Expert at Clarity CX. The first of two episodes where we take a look at CX in more detail. Starting out as a Business Administrator allowed Teresa to really focus on what matters - viewing and solving other people’s issues. Fast-forward a few years and now Teresa helps to create great customer experiences and improve businesses workflows, especially for smaller businesses, bringing big business practices into the smaller business world and helping them thrive.

 

Takeaways

- A Customers Experience (CX) is every single touch-point and needs to be considered even before a customer is a customer! With 70% of purchases based around the feelings we have, this experience needs to be tip top

- Culture, process and operational changes are all as important as each other when it comes to CX and they should never be set in stone – they are as living and breathing as your customers. Moving and changing a CX needs to be done along with the changes within the market and consumers.

- To create an excellent survey you need simplicity and speed. But post-survey, remember to share the results unless the whole survey become pretty redundant.

 

Top Tip – STP (Segmentation, Targeting and Positioning)

Segmentation, Targeting and Positioning, or STP for short is a concept that can help you focus your marketing strategy towards the right target market in three simple steps…… with a little work of course.

Segmentation

Segment your market into sections of similarity. Divisions of people that have the same likes, interests and demographic background in order to understand their place within a certain market.

Targeting

Which of these segments will you target? And why?

You will need legitimate reasoning behind this why? It could be the largest segment, most profitable, most aligned to your beliefs or even the one that you a closest to! Ideally it will be all of the above, but sometimes we have to make the decision and decide which segment, amongst others is the right one for a limited number of reasons.

Positioning

Finally, how will you position yourself in order to be viewed as the right solution to your target markets problems. What features and benefits will you use to highlight this fact. Remember to consider competitors as well as you’ll need to position yourself differently and order to, well, differentiate your product, service, software or company from others. 

In doing this you place yourself in a unique, one off position within your market that no one else is in and therefore become the only solution within this niche.

 

Links
Teresa Gandy
https://claritycx.co.uk
teresa@claritycx.co.uk

 

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