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Premium member Presentation Transcript MarketPlace: MarketPlace North Dakota Nature & Rural Tourism Association Connie Krapp Jan. 15, 2008 O Krapp!: O Krapp!O Krapps!: O Krapps!O Krapp: O KrappC Krapp: C Krapp Northern Plains Electric Cooperative Dakota Valley Electric Cooperative American Heart Association Birding Drives DakotaMarketing : Marketing Defines strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.The golden rule for every business: "Put yourself in your customer's place.”: The golden rule for every business: "Put yourself in your customer's place.”How do you get to KNOW your customers? What do you want to know about your customers?: How do you get to KNOW your customers? What do you want to know about your customers?Know your customer: Know your customer Perception - exposure, awareness Knowledge - acceptance of your information Attitude - how did they develop their attitude? Personality - self concept Lifestyle - what they value Roles - personal versus work versus societal Motivation - time, money, value, risk Research Pre-Existing or Third-Party: Research Pre-Existing or Third-Party Trade associations News and media sources Market research companies Financial services companies Consulting firms Research distributors Research New research: Research New research Survey development - $75 / hour Report writing - $55 per hour Coordination - $40 per hour Data entry, interviewing- $30 per hour Research Informal processes : Research Informal processes Evaluations Suggestion boxes Website survey Online survey services Research Online survey services: Research Online survey services Consumer profiles Competitor comparisons Panel reviews New product evaluations Marketing concept testing Price sensitivity Advertising effectiveness Research Online survey services: Research Online survey services QuestionPro Survey Monkey Vangaard Vista WebSurveyor ZoomerangThe rest of the story: The marketing mix Five ‘P’s: The rest of the story: The marketing mix Five ‘P’s Product Positioning Pricing Placement PromotionProduct or service or idea How will you differentiate?: Product or service or idea How will you differentiate? Superior service Specialized goods Specialized service Co-promotions Group packages Seasonal variation America’s Brands: America’s Brands “Breakfast of Champions” “We bring good things to life” “Have it your way” “You can do it, we can help” “Like a good neighbor” “See the USA, in your” “Nobody doesn’t like” “Good to the last drop” “King of Beers” Positioning: the process by which marketers try to create an image or identity in the minds of their target market. : Positioning: the process by which marketers try to create an image or identity in the minds of their target market. Positioning: Positioning By attribute By price With respect to use or application By consumer With respect to a product class With respect to a competitorTop Shopping Brands 2007: Top Shopping Brands 2007 Pottery Barn Victoria’s Secret Lane Bryant Harley Davidson Nike Crocs Banana Republic Talbots“There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man's lawful prey... : “There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man's lawful prey... PricingPricing : Pricing Profit maximization Quantity Quality leader Partial cost recovery Survival Status quo Placement (or Distribution) : Placement (or Distribution) Ordering or taking reservations Handling and shipping Storage Display Selling Information feedback Product movement Taking payments and making refunds Promotion Hit the target!: Promotion Hit the target! Defined target market “Publics” or thought leaders Members of distribution chain Other companies Other stakeholders Promotion What ARE you trying to do?: Promotion What ARE you trying to do? Build awareness Create interest Provide information Stimulate demand Reinforce the brandPublic relations: Cultivation of favorable relations through the use of a variety of communication channels and tools.: Public relations: Cultivation of favorable relations through the use of a variety of communication channels and tools.Public Relations Tools: Public Relations Tools Press kits News releases Matte release Media tours Newsletters Special events Speaking engagements Sponsorships Employee relations Community relations Philanthropy Crisis managementAdvertising $400 billion U.S. industry!: Advertising $400 billion U.S. industry! Strategic planning and consulting - $100/hour Account management - $85/hour Creative concept and design - $90-$100/hour Production, proofing, broadcast pre-production - $85/hour Project management - $60/hour Writing, research, editing - $65-$85/hourTraditional Media Outlets : Traditional Media Outlets Television Radio Print publications Direct mail Signage Sponsorships OthersNew Media Outlets: New Media Outlets Convergence of TV and Internet Ads targeted to households Print publications linked to Websites Billboards will change messages according to passerby’s GPS Audience tracking TIVO allows customers to skip ads New Media Outlets Top E-mail Marketers: New Media Outlets Top E-mail Marketers Benchmark Kontact Stream Send Campaign Bronto Vertical Response Jango Mail Constant Contact Email Brain Email LabsNew Media Outlets Think Internet!: New Media Outlets Think Internet! Website adverting Online auctions Text messaging via mobile devices Networked Gaming SEO Search Engine Optimization : Search Engine Optimization - 93% of all Internet traffic is generated from search engines - 89% of them are first-time visitors - 99% of searchers don’t search beyond the top 30 results - 97% of them never look beyond the top three results Search Engine Optimization: Search Engine Optimization - Top 10 positions receive 78% more traffic than those in positions 11-30 - 65% of online revenue generated from top 3 positions on search engines - 93% of global consumers use search engines to find Web sites - 76.7% of Google users use organic unpaid listingsSlide35: Aug 2007 Of 9.4 billion searches: Google 6.6 b Yahoo 2.4 b Microsoft 1.0 bTop 10 Search Terms ‘07 : Top 10 Search Terms ‘07 iphone Badoo Facebook iphone Webkinz TMZ Global U.S. Top News Search Terms 1. American Idol 2. YouTube 3. Britney Spears Google Yahoo 1. Saddam Hussein 2. Iran 3. IraqTop 10 Search Terms Travel Industry Dec. 2007: Top 10 Search Terms Travel Industry Dec. 2007 hotels.com Disneyland Disney World Holiday Inn hotels Motel 6 Walt Disney World Las Vegas Hampton Inn Carnival CruiseSearch Engine Optimization: Search Engine Optimization seochat.com searchenginewatch.com http://rismedia.com/wp/2008-01-08/what-is-all-of-this-seo-search-engine-fundamentals/ sitemaps are basic but important (www.xml-sitemaps.com) New Media Outlets Think Internet!: New Media Outlets Think Internet!New Media Outlets: New Media Outlets Wiki http://en.wikipedia.org/wiki/Comparison_of_wiki_software Chat rooms - monitored by BuzzMetrics, others Forums Weblogs RSS - “Really Simple Syndication” Podcasting Online Tourism Promotion Opportunities: Online Tourism Promotion Opportunities www.gorp.com www.outsideonline.comom http://wizz.to/wizz-ads/ www.rpts.tamu.edu/tce/NT/ Marketing: Marketing Keep in touch with your customerMind your five “P’s”: Mind your five “P’s”And remember “word of mouth” is always the best: And remember “word of mouth” is always the best You do not have the permission to view this presentation. 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Marketing Krapp Stentore Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 234 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: March 19, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript MarketPlace: MarketPlace North Dakota Nature & Rural Tourism Association Connie Krapp Jan. 15, 2008 O Krapp!: O Krapp!O Krapps!: O Krapps!O Krapp: O KrappC Krapp: C Krapp Northern Plains Electric Cooperative Dakota Valley Electric Cooperative American Heart Association Birding Drives DakotaMarketing : Marketing Defines strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.The golden rule for every business: "Put yourself in your customer's place.”: The golden rule for every business: "Put yourself in your customer's place.”How do you get to KNOW your customers? What do you want to know about your customers?: How do you get to KNOW your customers? What do you want to know about your customers?Know your customer: Know your customer Perception - exposure, awareness Knowledge - acceptance of your information Attitude - how did they develop their attitude? Personality - self concept Lifestyle - what they value Roles - personal versus work versus societal Motivation - time, money, value, risk Research Pre-Existing or Third-Party: Research Pre-Existing or Third-Party Trade associations News and media sources Market research companies Financial services companies Consulting firms Research distributors Research New research: Research New research Survey development - $75 / hour Report writing - $55 per hour Coordination - $40 per hour Data entry, interviewing- $30 per hour Research Informal processes : Research Informal processes Evaluations Suggestion boxes Website survey Online survey services Research Online survey services: Research Online survey services Consumer profiles Competitor comparisons Panel reviews New product evaluations Marketing concept testing Price sensitivity Advertising effectiveness Research Online survey services: Research Online survey services QuestionPro Survey Monkey Vangaard Vista WebSurveyor ZoomerangThe rest of the story: The marketing mix Five ‘P’s: The rest of the story: The marketing mix Five ‘P’s Product Positioning Pricing Placement PromotionProduct or service or idea How will you differentiate?: Product or service or idea How will you differentiate? Superior service Specialized goods Specialized service Co-promotions Group packages Seasonal variation America’s Brands: America’s Brands “Breakfast of Champions” “We bring good things to life” “Have it your way” “You can do it, we can help” “Like a good neighbor” “See the USA, in your” “Nobody doesn’t like” “Good to the last drop” “King of Beers” Positioning: the process by which marketers try to create an image or identity in the minds of their target market. : Positioning: the process by which marketers try to create an image or identity in the minds of their target market. Positioning: Positioning By attribute By price With respect to use or application By consumer With respect to a product class With respect to a competitorTop Shopping Brands 2007: Top Shopping Brands 2007 Pottery Barn Victoria’s Secret Lane Bryant Harley Davidson Nike Crocs Banana Republic Talbots“There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man's lawful prey... : “There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man's lawful prey... PricingPricing : Pricing Profit maximization Quantity Quality leader Partial cost recovery Survival Status quo Placement (or Distribution) : Placement (or Distribution) Ordering or taking reservations Handling and shipping Storage Display Selling Information feedback Product movement Taking payments and making refunds Promotion Hit the target!: Promotion Hit the target! Defined target market “Publics” or thought leaders Members of distribution chain Other companies Other stakeholders Promotion What ARE you trying to do?: Promotion What ARE you trying to do? Build awareness Create interest Provide information Stimulate demand Reinforce the brandPublic relations: Cultivation of favorable relations through the use of a variety of communication channels and tools.: Public relations: Cultivation of favorable relations through the use of a variety of communication channels and tools.Public Relations Tools: Public Relations Tools Press kits News releases Matte release Media tours Newsletters Special events Speaking engagements Sponsorships Employee relations Community relations Philanthropy Crisis managementAdvertising $400 billion U.S. industry!: Advertising $400 billion U.S. industry! Strategic planning and consulting - $100/hour Account management - $85/hour Creative concept and design - $90-$100/hour Production, proofing, broadcast pre-production - $85/hour Project management - $60/hour Writing, research, editing - $65-$85/hourTraditional Media Outlets : Traditional Media Outlets Television Radio Print publications Direct mail Signage Sponsorships OthersNew Media Outlets: New Media Outlets Convergence of TV and Internet Ads targeted to households Print publications linked to Websites Billboards will change messages according to passerby’s GPS Audience tracking TIVO allows customers to skip ads New Media Outlets Top E-mail Marketers: New Media Outlets Top E-mail Marketers Benchmark Kontact Stream Send Campaign Bronto Vertical Response Jango Mail Constant Contact Email Brain Email LabsNew Media Outlets Think Internet!: New Media Outlets Think Internet! Website adverting Online auctions Text messaging via mobile devices Networked Gaming SEO Search Engine Optimization : Search Engine Optimization - 93% of all Internet traffic is generated from search engines - 89% of them are first-time visitors - 99% of searchers don’t search beyond the top 30 results - 97% of them never look beyond the top three results Search Engine Optimization: Search Engine Optimization - Top 10 positions receive 78% more traffic than those in positions 11-30 - 65% of online revenue generated from top 3 positions on search engines - 93% of global consumers use search engines to find Web sites - 76.7% of Google users use organic unpaid listingsSlide35: Aug 2007 Of 9.4 billion searches: Google 6.6 b Yahoo 2.4 b Microsoft 1.0 bTop 10 Search Terms ‘07 : Top 10 Search Terms ‘07 iphone Badoo Facebook iphone Webkinz TMZ Global U.S. Top News Search Terms 1. American Idol 2. YouTube 3. Britney Spears Google Yahoo 1. Saddam Hussein 2. Iran 3. IraqTop 10 Search Terms Travel Industry Dec. 2007: Top 10 Search Terms Travel Industry Dec. 2007 hotels.com Disneyland Disney World Holiday Inn hotels Motel 6 Walt Disney World Las Vegas Hampton Inn Carnival CruiseSearch Engine Optimization: Search Engine Optimization seochat.com searchenginewatch.com http://rismedia.com/wp/2008-01-08/what-is-all-of-this-seo-search-engine-fundamentals/ sitemaps are basic but important (www.xml-sitemaps.com) New Media Outlets Think Internet!: New Media Outlets Think Internet!New Media Outlets: New Media Outlets Wiki http://en.wikipedia.org/wiki/Comparison_of_wiki_software Chat rooms - monitored by BuzzMetrics, others Forums Weblogs RSS - “Really Simple Syndication” Podcasting Online Tourism Promotion Opportunities: Online Tourism Promotion Opportunities www.gorp.com www.outsideonline.comom http://wizz.to/wizz-ads/ www.rpts.tamu.edu/tce/NT/ Marketing: Marketing Keep in touch with your customerMind your five “P’s”: Mind your five “P’s”And remember “word of mouth” is always the best: And remember “word of mouth” is always the best