MarketingWorkshop 4 22 05rev1

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ITMA Marketing Workshop Effective Strategies for Business Development Casablanca, Morocco April 25, 2005

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AGENDA Part One: Setting the Stage Part Two: Strategic Communications Part Three: Effective Marketing Part Four: Ensuring Customer Satisfaction

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PART ONE: SETTING THE STAGE THE SITUATIONAL ANALYSIS Allen Miller WITSA Executive Director

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THE SITUATIONAL ANALYSIS Macroenvironment Market Competition Product SWOT

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THE SITUATIONAL ANALYSIS – Macroenvironmental Situation Define and analyze: Economy Technology Political/legal Social/cultural trends – education, lifestyle changes

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THE SITUATIONAL ANALYSIS - YOUR ICT MARKET Domestic vs. International Markets Market characteristics Market size: ICT spending and growth Buying-behavior trends Contracting environment

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THE SITUATIONAL ANALYSIS – Market How to appropriately identify your target market: Demographic descriptors – firm information, attributes of individual customers Geographic descriptors – define trade area Behavioral descriptors – benefits sought by the customer, usage rates, lifestyle

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THE SITUATIONAL ANALYSIS – KNOW YOUR CUSTOMER Develop a customer profile: Analyze business climate Commercial sector trends Government outsourcing trends Identify primary decision-makers Know your customer’s customer

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CUSTOMER PROFILE FRAMEWORK WHO – company, decision-makers, contact information WHAT – industry and sector, product line WHEN – product/service delivery and implementation WHERE – geographical location of company and their customers WHY – their needs and your added value HOW – marketing channels that will reach the customer

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THE SITUATIONAL ANALYSIS – Competition Develop a competitor profile: customer base, products or services, revenues, marketing strategies? Sources for information: marketing materials, employee and customer networks, news releases, prior knowledge Continually monitor competitive landscape on a periodic basis

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THE SITUATIONAL ANALYSIS – KNOW WHAT YOU ARE SELLING Determine and prioritize customer needs Identify the benefits of your products/services in meeting customer needs Know where your products/services rank in the competitive landscape

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EXERCISE: SWOT ANALYSIS Conduct a SWOT analysis that identifies your company’s internal strengths (S) and weaknesses (W) from the perspective of the products/services offered and examines external opportunities (O) and threats(T)

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PART TWO: STRATEGIC COMMUNICATIONS Cindy Hwang WITSA Marketing Director

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COMMUNICATIONS OBJECTIVES – Your Brand What do you want the customer to know? What do you want the customer to do as a result of the acquired knowledge?

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MARKETING MIX Specify goals and objectives for the 4Ps: Product/Service Place/Distribution Promotion Price

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KEY MESSAGES Use clear, concise, and compelling language Identify your deliverables State the derived benefits Be persuasive

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MARKETING TOOLS Identify effective media channels Newspapers and magazines Radio Internet Identify effective promotional tools Examples of marketing collateral

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EXAMPLES

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EXAMPLES

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EXAMPLES

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WEBSITE LAYOUT

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EXERCISE: THE ELEVATOR SPEECH Craft an elevator speech that explains your company, differentiates your products/services from competitors, and showcases your strengths in meeting customer’s needs.

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PART THREE: EFFECTIVE MARKETING Tom Chesney Computer Frontiers

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Promoting Your Company Taking Company Image to Personal Level Importance of Personal Relationships Strategic use of Founder/President Showcasing Talents of Company Team

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Strategic Use of Founder/President

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Showcasing Your Company’s Resources Identifying Options for Developing Trust While Demonstrating Corporate Assets Software/Hardware Demonstrations Visit to Site Installation Presentations to Reinforce Key Messages Case Studies

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Creating a Vision Engage the Customer in a dialogue on: The Customer’s Business Needs How Company Will Help Meet Customer Needs Critical Success Factors Performance Metrics Competitive Advantages

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PART FOUR: ENSURING CUSTOMER SATISFACTION

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STAFFING CONTINUITY Plan for maintaining talent on the sales and delivery teams Prepare for future transition issues

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ONGOING COMMUNICATIONS Plan for regular communications One-way and two-way dialogue Follow-up phone calls or emails Establish an ongoing relationship

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REGULAR PERFORMANCE METRICS Customer surveys Feedback Satisfaction surveys Evaluation surveys Cisco’s customer satisfaction survey

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PERFORMANCE METRICS – THE CISCO EXAMPLE “The Annual Customer Satisfaction Survey is conducted via the Internet and lets us collect feedback from customers worldwide. Results are made available to all Cisco employees to foster quality improvement and to provide a point of reference where we may need to employ resources more productively.”

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TECHNOLOGY REFRESHMENT Outline plans for introducing new technologies Thought leadership in deploying in the latest technologies Smooth conversions from old to new

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Thank You Merci! Allen Miller – amiller@itaa.org Cindy Hwang – chwang@itaa.org Tom Chesney – tchesney@computer-frontiers.com