Consumer Marketing & Public Relations Advice
- Designing customer value driven marketing strategies and plans
- Choosing target markets
- Building and maintaining profitable customer relationships
- Growth strategies ; market penetration and product development
- Managing the marketing return on investment (ROI)
- Using data to target offers to specific customers
- Customer Relationship Management (“CRM”)
- CRM integration of sales, service and marketing teams’ customer knowledge
- CRM combined with AI to tailor individual customer experiences
- Promotion and marketing communications mix
- Combining advertising-sales promotion-PR and direct and digital marketing
- Developing effective integrated marketing communications
- Message source; celebrities, sports superstars, influencers , brand ambassadors
- Determining the marketing budget and mix
- Pitch creation and presentation training
- Salesforce size-structure-operation
- Salesforce talents identification
- Sales Promotion-short term initiatives
- Events, trade and business promotions, conventions trade shows and sports
- Entering an overseas market
- Global marketing program
- Digital, social media , social network and influencer marketing
- Measuring and managing the marketing RPI (return per impression)
- Marketing Intelligence gathering through social media tracking
- Influencer marketing and use of their online social networks to promote brands
- Evaluating digital advertising effectiveness and return on investment
- Online marketing; company websites; email; online video and blogs
- Online advertising; Search related Google Ads; writing Google Ads
- Google Ads: Pay Per Click (PPC) ; Keywords and clickthrough
- Google Ads: Optimising clickthrough rates and bids per click
- Landing Page design; creating urgency to get visitors to sign up quickly
- Tools on Landing Page for counteracting customer anxiety
- Ad spend versus revenue generation; return on Ad spend (ROAS)
- SEO: how to get a website to show up on Google
- Merits of Facebook ,Google, Instagram ,You Tube , Twitter , Pinterest , LinkedIn.
- Deciding what type of market research is required to validate a project
- Customer motivations insight, purchase behaviour and satisfaction
- Traditional market research, research surveys and focus groups
- New market research, real time social media, online feedback, mobile tracking
- Just-in-Time research; seeing the views, clicks, likes, and shares of a new campaign
- Developing the Research Plan, demographics, economics, lifestyle characteristics
- Collection of Secondary and Primary Data
- Primary Data gathering, observing individual customer behaviour
- Traditional survey research: mail, telephone, personal interaction, focus groups
- Online marketing research, panels, brand committees, focus groups
- Behavioural and social tracking, online listening on blogs and social media
- Building brand value and strong brands
- Building ‘Brand Equity’
- Assessing a brand’s strength
- Brand positioning, name selection, sponsorship, development
- New product development: Assessing need and profitability
- Test marketing of new products
- Determining a pricing strategy
- New product pricing strategies: skimming pricing-market penetration pricing
- Price Adjustment strategies
- Dynamic pricing , adjusting to changes in the market place
- Price changes (cuts) to increase market share or profitability (rises)
- New product launches design and organisation