DOCSLIB.ORG

Definition Why Do Marketing?

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Definition Why Do Marketing? Introductions • Your name • Where you work • Your job responsibilities • How long you have been in the industry • What you hope to get from this class Course 5: Marketing 2 Agenda Introduction to Marketing • Introduction to Marketing • The Property Manager’s Role • Conducting Market Analysis • Understanding your Market • Marketing Plan • Factors impacting apartment markets • Fair Housing in Marketing and Advertising • Marketing Mix • Promotional Marketing • Marketing Success Factors Course 5: Marketing 3 Course 5: Marketing Chapter 1 4 Marketing: Definition Why Do Marketing? Integrated and coordinated • To realize optimum value of a property activities, such as research and • To meet financial goals promotion, which focus inside and • To achieve and maintain occupancy levels outside the community, to • To understand resident wants and needs encourage recipients to rent or continue renting an apartment. Course 5: Marketing Chapter 1 5 Course 5: Marketing Chapter 1 6 1 Community Manager Responsibility What is Your Market? • Prepare and implement market plan • Price and analyze marketing and All current and potential residents who want advertising materials to live in the apartment community and • Identify present and future markets who are qualified to live there . • Measure and monitor marketing efforts • Educate and involve onsite personnel in marketing efforts Course 5: Marketing Chapter 1 7 Course 5: Marketing Chapter 1 8 Market Segmentation: Benefits Market Segmentation • Allows for tailoring of marketing efforts • Designed to reach a specific, smaller group, or target market, within the identified market • Provides insight into how to reach the • Classified according to characteristics such customer through advertising and as: promotion – Geography • Allows companies to maximize resources while – Demographics increasing likelihood of success – Lifestyle – Product benefits Course 5: Marketing Chapter 1 9 Course 5: Marketing Chapter 1 10 Factors Impacting Apartment Markets Marketing Mix: Definition • Location • Demographic characteristics Controllable variables the company • Unit size and layout blends to produce the desired market response. • Price • Physical • Economic • Governmental • Social Course 5: Marketing Chapter 1 11 Course 5: Marketing Chapter 1 12 2 Marketing Mix: 5 Ps Product • Product • Product or services offered (apartments • Price and community) • Promotion • Brand identity and logo • Place • Eva lua tdted an d mar ktdbketed by: • People – Reliability – Quality – Features Course 5: Marketing Chapter 1 13 Course 5: Marketing Chapter 1 14 Price Promotion • Monthly rent • Advertising • Fees • Public relations • Deposits • Sales promotion • Utility expenses • Relationship selling • Premium charges • Price is influenced by: – Location – Interior upgrades Course 5: Marketing Chapter 1 15 Course 5: Marketing Chapter 1 16 Place People • Onsite personnel • Distribution channel or method for making your product available • Management team • Define and market your property’s: • Contract workers – Physical location • Marketing partners and vendors – Relative location – Comparative location Course 5: Marketing Chapter 1 17 Course 5: Marketing Chapter 1 18 3 Marketing Success Factors Skill Check #1 • Visionary • Goal oriented • Customer-focused Chapter 1 – Introduction to Marketing • Team oriented • Communicated effectively • Consistent • Repetitive • Adaptable to change • Monitored and regularly evaluated Course 5: Marketing Chapter 1 19 Course 5: Marketing Chapter 1 20 Chapter 2: Conducting Market Analysis • Market Analysis Basics Conducting a Market Analysis • Regional and Neighborhood Analysis • Analyzing the Property and Its Location • Analyzing the Resident Population • Analyzing Competitors • Market Analysis Plan Course 5: Marketing Chapter 1 21 Course 5: Marketing Chapter 2 22 Market Analysis: Definition When to do Market Analysis • New construction • A formal approach to collection, • Rent increases analysis, interpretation and reporting of information for making rational • Annual budget preparation marketing decisions • Resident retention rate decreases • An ongoing process to understand • Unmet occupancy goals customers, competitors and the industry Course 5: Marketing Chapter 2 23 Course 5: Marketing Chapter 2 24 4 Benefits of Market Analysis (cont’d) Benefits of Market Analysis • Generate, refine and evaluate marketing efforts • Effectively target market/advertising campaigns • Identify customer specific needs • Identify opportunities in marketplace • Evaluate your success with measurable data • Evaluate and establish rent levels and fee • Communicate the market analysis findings and policies their implications • Monitor what you are doing well and where to improve Course 5: Marketing Chapter 2 25 Course 5: Marketing Chapter 2 26 3 Elements of a Market Analysis Elements of a Regional Analysis • Regional analysis • Economic conditions • Neighborhood analysis • Recreational/entertainment venues • Property analysis • Government structure • Educational institutions Course 5: Marketing Chapter 2 27 Course 5: Marketing Chapter 2 28 Elements of a Neighborhood Property and Location Analysis Analysis • Boundary definition • Perform to identify opportunities and key • Population characteristics and trends issues relating to the property and its • Economic conditions location such as: • Property types – Whe ther fea tures an d bene fits are be ing fu lly exploited • Amenity and educational opportunities – How new trends impact the property • Crime activity – How residents view quality and reliability • Others… • Allows for proactive marketing efforts Course 5: Marketing Chapter 2 29 Course 5: Marketing Chapter 2 30 5 How to do a Property and Location Analysis Resident Analysis 1. Collect data on properties features and location • Contains information on resident’s: 2. Gather and examine property reports and documentation – Satisfaction with service levels 3. List negative aspects that affect sales – Needs and wants 4. DiblfftDescribe plans for future expans ion – Demographic information 5. Compare results of research with existing marketing efforts • Helps identify: 6. Decide how to improve on marketing to take – People who fit current resident profile advantage of property’s features and location – Potential residents if repositioning Course 5: Marketing Chapter 2 31 Course 5: Marketing Chapter 2 32 Resident Analysis (cont’d) How to do a Resident Analysis • Provides: 1. Conduct resident survey – Potential rent levels 2. Examine property reports and – Occupational targets documentation about prior and current – RddithRecommended amenity changes residents 3. Describe target market: the characteristics of the consumer to whom you want to focus your marketing efforts. Course 5: Marketing Chapter 2 33 Course 5: Marketing Chapter 2 34 Competitor Analysis (cont’d) Competitor Analysis • Helps you to: • Includes information about other • Identify your competitive advantage communities that compete with yours • Identify areas of missed opportunity • Gives yygou an understanding of • Make innovative improvements competitor’s: • Identify categories of customers whose – Product needs are not being met – Services • Learn more about your market – Marketing strategies Course 5: Marketing Chapter 2 35 Course 5: Marketing Chapter 2 36 6 How to do a Competitor Analysis Market Analysis Plan 1. Collect information about competitors • Describes how you will conduct your market analysis 2. Gather and examine reports and • Contains: documents pertaining to competitors – Objectives of the plan 3. DtDeterm ine improvemen ts you can ma ke – Descr ip tion o f how you w ill identif y mark eti ng problems and opportunities to product, services, and marketing – Description of how you will collect data – Description of how you are going to analyze results of research – A detailed timeline for completion Course 5: Marketing Chapter 2 37 Course 5: Marketing Chapter 2 38 Activity #1 Skill Check #2 Market Analysis Chapter 2 – Conducting Marketing Analysis Course 5: Marketing Chapter 2 39 Course 5: Marketing Chapter 2 40 Chapter 3 Marketing Plan • Marketing Plan Basics The Marketing Plan • Marketing Plan Development • Internal Market Readiness • Writinggg the Marketing Plan • Applying the SWOT Analysis • Marketing Objectives and Strategies • Marketing Plan Budget • Measuring the Success of Marketing Efforts • Guidelines for use and Evaluation of Marketing Course 5: Marketing Chapter 1 41 Course 5: Marketing Chapter 3 42 7 Marketing Plan: Definition Marketing Plan: Purpose • Detailed, written account and time table of the • Develop, guide, and coordinate marketing objectives and methods to be used to achieve efforts the property’s marketing goals. • Road mappgg to realizing goals • CththiCreate when there is: – Critical need – new ownership – Repositioning – significant physical changes – Problem solving – media issues – Sustaining plan - ongoing Course 5: Marketing Chapter 3 43 Course 5: Marketing Chapter 3 44 Benefits of Marketing Plan Components of a Plan • Your community, amenities, and services • Requires PM to evaluate objectively • Pricing • Encourages effective use of resources • Target market • Promotes consistent messaging to management • Competitors • Monitors and controls marketing costs • Marketing objectives • Assists in marketing decision-making process • Marketing strategies • Encourages involvement and participation • Budget • Promotional mix • Relates to success or failure of property • Measurement and evaluation Course 5: Marketing
Load more

Recommended publications
  • Marketing & Advertising
    Coronavirus Buyer’s Guide Marketing & Advertising April 2020 Supply Chain Risk Stimulus Impact Availability of Best Practices Assessment Analysis Substitutes for Contracts Historical Performance buyers are cutting budgets. In addition, product shortages are causing buyers Marketing and advertising agencies have historically performed poorly during of market services to freeze ad campaigns as they are unable to fulfill orders. recessions. In 2009, US ad spending as a percent of gross domestic product sunk Some clients are asking for contract suspensions, while others cut back all or to its lowest level in decades. Moreover, Ad Age reported the sharpest revenue part of their spending on marketing and advertising initiatives. While digital drop since 1945 (7.5%) during 2009. In addition to losing business, many firms advertising is faring better than traditional media, both categories are down offered discounts in order to retain clients. Revenue then suffered for several more than 30.0% according to IAB. Revenue for advertising agencies is poised years as recessionary price discounts of as much as 30.0% were taken as the new to decline 2.0% in 2020, indicating poor performance. benchmark by some clients. As reported by McKinsey, ad spend did not return to pre-recession levels until 2011. According to an Interactive Advertising Bureau (IAB) report, 74.0% of buy-side decision-makers expect that the coronavirus will Market Headwinds & Tailwinds have greater impact on US ad spend than the Great Recession. Marketing and advertising firms are recalibrating their businesses around these headwinds and tailwinds: • Cuts to key buyers’ marketing and advertising budgets Current Performance • Declining consumer spending While the Great Recession resulted from problems in the financial system, • Changing consumer preferences for mission- and cause-based messaging current threats of a recession revolve around declining consumer spending.
    [Show full text]
  • Marketing Collateral Checklist a Tool for Gathering the Branding Assets for an Effective Marketing Strategy by Camille Winer
    CHECKLIST Marketing Collateral Checklist A tool for gathering the branding assets for an effective marketing strategy Marketing Collateral Checklist A tool for gathering the branding assets for an effective marketing strategy by Camille Winer Camille is Chief Operating Officer at Yodelpop. With 20 years' experience working with companies and organizations, Camille loves helping clients succeed through effective marketing, web development, and design. Camille lives in Highland Park, Illinois, with her husband and two sons. She was president of her high school theater guild and still enjoys a little drama from time to time. Introduction In order to create an effective marketing strategy, you need to have a solid foundation in place. Your branding & marketing assets are the building blocks of a successful marketing strategy. Your marketing collateral will help your ideal personas through the buyer’s journey The buyer’s journey is the active research process a buyer (or patient, supporter, client, etc.) goes through leading up to a purchase (or an appointment, donation, etc.) The 3 Stages of the Buyer’s Journey 1 Awareness 2 Consideration 3 Decision The 3 Stages of the Buyer’s Journey 1 Awareness Awareness In the awareness stage, a prospect is doing research to get a clearer understanding of their challenge or opportunity, and to frame and give a name to it. Marketing Asset – A blog built around a good longtail keyword attracts prospects at this stage. Your logo and color palette as displayed on your blog need to earn the trust of your prospects. The 3 Stages of the Buyer’s Journey 1 Awareness 2 Consideration Consideration In the consideration stage, the visitor has now defined and given name to their problem or opportunity.
    [Show full text]
  • Introducing U.Connect...A Modular, Integrated Business Communication Solution Designed to Effectively
    Modular, Integrated eSolutions Support a Project, a Program, or Enterprise Print Management Your company communicates in lots of ways. Through printed documents & publications, corporate marketing collateral, promotional items, cross-media campaigns, and social media, you’re consistently communicating your messages, your brand and your vision. But are all of your efforts connected? Do you have an intuitive, online interface that provides end-to-end management for all your print and marketing initiatives across your entire organization? INTRODUCING U.CONNECT...A MODULAR, INTEGRATED BUSINESS COMMUNICATION SOLUTION DESIGNED TO EFFECTIVELY: » Electronically manage procurement, print production, ordering, and fulfillment activities surrounding printed documents and marketing collateral. » Provide digital storefronts for your employees, distributors, field reps, and customers to order corporate literature and create customized documents on-demand. » Develop, distribute, and track cross media marketing campaigns. » Manage and distribute digital assets including images, video, and art files. Print & Fullfillment Management #Web2Print & Personalized POD Digital Asset Management # Cross Media Marketing CROSS MEDIA MARKETING It’s not just business, it’s personal. Personalized, multi-channel communication strategies have redefined the rules of marketing effectiveness. Cross Media Marketing brings pinpoint control to your messaging, and reaches the specific, targeted audiences who find value in your brand. Delivering the right message to the right demographic in the most effective ways – all from OneTouchPoint. » Effectively and efficiently segment markets » Attract new customers » Support multiple communication channels » Identify opportunities for cross-selling and up-selling » Maximize the lifetime value of each customer Studies show that order size increases by 25% and repeat orders increase by up to 50% when documents are personalized.
    [Show full text]
  • Chapter 10 – Marketing
    SHORT RANGE TRANSIT PLAN CHAPTER 10 – MARKETING The success of any public transit program is dependent in large part on public acceptance and understanding of the services offered. A strong marketing and customer service strategy will assist the Local Transportation Authority in retaining existing public transit customers, attracting new customers and developing support for the new public transit incentives. As a community resource since 1975, County Express’ marketing efforts have been modest. Therefore, this Marketing narrative presents the foundation of a strategic approach intended to enhance community mobility, broaden the County Express customer base, increase annual ridership, and realize the lowest reasonable public subsidy. To accomplish this, the Local Transportation Authority should allocate no less than four percent of its annual operating budget to marketing in the first year of this Plan, and 3.5 percent every year thereafter. The strategies outlined herein are intended to support those service offerings in place at the time of the evaluation, as well as those service recommendations discussed herein. The proposed approach includes a mechanism for the effectiveness of impact. Overview of Marketing Efforts Some of the current marketing materials appeared to be out-of-date. Concurrent with the development of this report, a redesign of the current County Express website was completed. Print The principal transit marketing tool is the County Express service brochure. The brochure is presented in a double-sided, full-color, accordion-fold format with a finished size of 5.5 inches by 3.75 inches. Basic individual design elements include timetable, route map, fare details, and customer information.
    [Show full text]
  • Print Media. Public Relations
    Entries are judged at random. Your work is judged on creativity and what you apparently had to work with, not against the other entrants in the category. A 2-color and a 4-color brochure in the same category are not compared to each other. A small company is not compared to a Fortune 500 entrant in the same category. There can be multiple winners in a given category. Most categories are $110. All numbers followed with a “c” are considered campaigns and are $185. Achievement categories are $250. PRINT MEDIA. 51. Media Kit 94. Corporation & Social DIGITAL ADVERTISING 196. Original Music 52. Packaging/Label Responsibility 144. Digital Ad Campaign 197. PSA ADVERTISING 53. Postcard 95. Business to Business 198. Ad 1. Direct Mail Piece 145. Display Ad 54. Poster 96. Business to Consumer 146. Video Ad or Pre-Roll 199c. Ad Campaign ($185) 2. Banner/Sign 55. Other _____ 97. Educational Institution 200. Other _____ 3. Flyer 147. Other _____ 98. Government 4. Magazine Ad 99. Informational PHOTOGRAPHY DIGITAL PUBLICATIONS/ 5. Newspaper Ad 100. Marketing, PR, Advertising, 56. Advertising NEW CATEGORY. 6. Outdoor Ad Digital Agency MESSAGING 57. Publication My project doesn’t fit any of the 7. Point of Purchase Ad 101. Medical/Healthcare 148. E-Annual Report 58. People/Portrait categories 8. Trade Show Exhibit 102. Nonprofit 149. E-Book/iBook 59. Other _____ 201c. Write your own category on 9c. Advertising Campaign ($185) 103. Product 150. E-Brochure entry form ($185) 10. Other ______ 104. Professional Service 151. E-Card WRITING 152. E-Mail Communication 105.
    [Show full text]
  • Institutional Rebranding and Marketing Campaign
    Weill Cornell Medicine: Institutional Rebranding & Marketing Campaign RAPID Meeting I October 12, 2015 Agenda Overall Marketing Timeline Pre-launch Launch Post-launch SEPTEMBER OCTOBER NOVEMBER 10/6 Board November 9/15 & 9/17 meeting & Signage Practice Ops. Branding installation Training launch day continues Session Week of 9/21 Staff Trainings on 11/30 Fall Marketing 10/6 .ORG Phase 2 Live campaign occur Signage 9/24 installation .ORG begins launches 10/6 New branding templates & 9/27 collateral Fall Marketing Campaign delivered Live Week of 9/28 Practice level Branding Trainings Occur Branding Perception vs. Reality Community Survey Revenue 80% 60% 40% 20% 0% Patient Care Research Education Unsure/Other Source: FY 2016 Competitive Set (Previous) 6 Competitive Set (New) 7 Previous vs. New 4.52” 4.52” 1” 1” Our Promise Our Personality Our Descriptor Care. Discover. Teach. Logo Variations Masterbrand: Unit-brand: Co-brand: The Role of the Seal Font Package & Color Palette Meet 1898 Sans Primary & Secondary Colors PO Marketing Fall 2015 Marketing Tactics • Outdoor advertising • Elevator advertising • Standardized marketing collateral • Search Engine Marketing (Google ads) Traditional Digital Marketing Marketing • Digital display ads • Website (.ORG) Events & Internal Community • Internal referral Marketing marketing • Signature event Outreach program sponsorship (Atlantic Antic, Taste of Seaport, Columbus • New physician Ave. Fair and communication Summer Streets) plan Outdoor Signage Light Pole Banners 9/27: Manhattan/Brooklyn; PO/WCPN
    [Show full text]
  • The Ultimate Guide to Brand Management © Outfit, 2019 All Rights Reserved
    The Ultimate Guide to Brand Management © Outfit, 2019 All rights reserved. The Ultimate Guide to Brand Management Table of Contents 01 .What is ‘brand’? ....................................................................................1 02 .The history of ‘brand’ in 2 minutes ......................................................5 03 .The basics of brand management ........................................................9 04 .The importance of brand architecture and heirachy .........................15 05 .Strategies for a house of brands or a branded house ........................19 06 .What does on-brand mean? ...............................................................25 07 .Brand strategy from A to not-quite Z .................................................31 08 .The power of brand integrity ..............................................................57 09 .How good brand management translates to results ..........................63 10 .Brand management in a decentralised environment .........................66 11 .How to ensure brand compliance ......................................................73 12 .How to rebrand ...................................................................................79 13 .What does it mean to debrand? .........................................................92 14 .The biggest challenges for a central marketing team ........................96 15 .How to be more efficient with marketing production ......................102 16 .What is brand automation? ...............................................................108
    [Show full text]
  • Diving Into Digital Marketing a Practical Guide to Deepening Connections with Clients and Prospects
    Diving into Digital Marketing A Practical Guide to Deepening Connections with Clients and Prospects 1 OVERVIEW The Current State of Digital Marketing A Road Map to Integrated Marketing TACTICS Connecting through Websites Making Connections with Social Media Digital Content to Drive Deeper Connections Click each section to find out more Expanding Connections with Search Engine Optimization (SEO) Using Online Advertising to Amplify Connections How Email Campaigns Reinforce Connections NEXT STEPS Dive in: A Checklist for Digital Marketing Resources to Help Get Started 2 The Current State of Digital Marketing Insight from research into the status of digital marketing in the wealth management industry today, and why Fidelity believes that digital marketing is an effective vehicle for growth. 3 Ten Things You Need to Know about Digital Marketing in Wealth Management Digital marketing offers an exceptional opportunity to reach % of firms that engage in each approach3 1 your clients. There are 5.1 billion unique mobile users around the world1 and 3.72 billion Collateral 84% active social media users.2 Those are staggering numbers that indicate a (e.g., brochures, flyers/one pagers, pitch books) remarkable opportunity for wealth management firms to not only experiment with digital marketing, but also adopt a disciplined approach to connecting Events 82% more deeply with clients and generating leads that will help drive a strong (e.g., client appreciation, educational, webinars) future for their business. Social media 77% (e.g., Twitter, Facebook, LinkedIn, Instagram) Digital marketing allows you to be available to your clients 2 when traditional means are not possible. Content marketing 64% (e.g., thought leadership white papers/articles, videos, podcasts, ebooks) During the COVID-19 crisis, digital marketing became even more essential.
    [Show full text]
  • Designing PRINTED MARKETING COLLATERAL GET WHAT YOU NEED DONE FAST and ACCURATELY the FIRST TIME Tweet This Stat! Tweet This Quote!
    (434) 847-5561 - www.bebetterdomore.com - P.O. Box 10936 Lynchburg, VA QUICKGUIDE dESIGNING PRINTED MARKETING COLLATERAL GET WHAT YOU NEED DONE FAST AND ACCURATELY THE FIRST TIME Tweet This Stat! Tweet This Quote! You can make these social CTAs clickable by simply using clicktotweet.com and generating a URL to hyperlink the images to! Like what you read? Tweet This Stat! Tweet ThisTweet Quote! This Stat! Tweet This Quote!Share with your friends! You can make these social CTAs You can make these social CTAs clickable by simply using clickable by simply using clicktotweet.com and generating a URL clicktotweet.com and generating a URL to hyperlink the images to! to hyperlink the images to! Like what you read? Like what you read? Share with your friends! Share with your friends! Like it? Then Share it! QUICKGUIDE for Designing Printed Marketing Collateral All marketing collateral is designed before it’s printed: business cards, brochures, one-pagers, direct mail pieces, folders, signage, calendars, even promotional products. Some businesses have an in-house designer, but most opt to work with the printer’s designer. In some cases businesses contract with an independent designer. No matter your situation, the purpose of this quickguide is to help you get the best design ready for the printer in a timely and cost effective manner. Pull it out for the next project and prepare to check off each action item like a to-do list. PREPARE ”The best preparation for good work tomorrow is to do good work today.” Elbert Hubbard Define the business Select the type of Define the goals of development purpose collateral that will the collateral for of the piece.
    [Show full text]
  • Optimizing Distribution of Print and Marketing Materials Introduction
    amwarelogistics.com CASE STUDIES IN OPTIMIZING DISTRIBUTION OF PRINT AND MARKETING MATERIALS INTRODUCTION Each year large companies spend millions, sometimes tens of millions, of dollars creating print communications. But up to a quarter of that spend can be wasted if the distribution of those materials is poorly managed. This article highlights six companies from different industries that recognized the inefficiency of their “marketing fulfillment” operations and took bold steps to solve the problem. 1 INSURANCE INSURER SEES $1 MILLION BENEFIT FROM OPTIMIZING DISTRIBUTION OF PRINT MATERIALS CUSTOMER CHALLENGE A major West Coast employee benefits provider’s print inventory had grown to several thousand items detailing insurance products, programs and regulatory disclosures. Prospective members and customers often received 20 or more individual pieces of collateral loosely inserted in a pocket folder, creating a costly, unattractive sales package. Because this insurer routinely stocked larger quantities of each item than it used, the company’s printing, storage and obsolescence costs were astronomical. AMWARE SOLUTION Using a consultative approach, the Amware team analyzed the existing inventory in relation to business goals, customer needs and regulatory requirements. Recommendations were made to combine and/or eliminate collateral, determining optimal order quantities and re-order points to reduce rush reprint charges. Also identified were hundreds of pieces of collateral best suited for digital printing. With Amware’s POD technology and electronic kitting capability, the insurer’s sales reps are able to order what they need on a just-in-time basis and add personalization, as appropriate. All of this is possible through Amware’s online inventory management and ordering system, which also includes programming that prevents users from accessing collateral for products or markets for which they are not licensed.
    [Show full text]
  • Marketing Toolkit, Designed to Help You Interact with Your Target Audiences and Establish and Maintain a Marketing Presence
    TABLE OF CONTENTS Introduction & Overview 2 Brand Management Guidelines 3 Collateral Guidelines 4 Advertising 101 10 Media Buying 101 13 Example Media Insertion Order 14 Public Relations 101 16 Anatomy of a Message 17 Strategic Message Development Worksheet 18 News Release Guide 19 News Release Template 22 News Release Checklist 23 News Release Do’s and Don’ts 24 Regional Media List 25 Social Media 101 29 Getting Started in Social Media: The Social Media Audit 31 Regional Providers: Marketing Communications 34 © 2013 – 2015 Midwest Partnership, all rights reserved. 1 INTRODUCTION & OVERVIEW Communicating the unique characteristics of your products or company, if done well, can increase your company’s awareness and sales opportunities. Yet knowing how to do this can be overwhelming and time consuming to a business owner. That is why Midwest Partnership has prepared this Marketing Toolkit, designed to help you interact with your target audiences and establish and maintain a marketing presence. This marketing toolkit contains helpful information, tips and tools to integrate advertising, public relations and social media tools into your marketing arsenal. By integrating various items from the toolkit throughout the year, you can create a comprehensive marketing program. In this toolkit you will find simple “how to” guides and templates for each marketing element and general rules for implementing them effectively. We encourage you to use this kit in your promotion efforts. If you have any questions, please feel free to contact your Midwest Partnership team. Executive Director Sarah Gomez [email protected] Economic Development Coordinator Emily Hockins [email protected] Administrative & Marketing Coordinator Lynsi Pasutti [email protected] © 2013 – 2015 Midwest Partnership, all rights reserved.
    [Show full text]
  • Is an Essential Part of Your Overall Marketing Strategy Online Strategies Are So Important for Modern Day Marketing That Marketing Collateral Is Often Overlooked
    marketing collateral is an essential part of your overall marketing strategy Online strategies are so important for modern day marketing that marketing collateral is often overlooked. However, marketing collateral is an essential part of your overall marketing strategy. Marketing collateral is part of your company’s image, and quality collateral will help to promote your brand to interested customers. Whether it’s a marketing kit, direct mail piece, brochure, presentation deck or trade show support, you need well-designed branded collateral that reflects your corporate brand for prospects and customers. All these forms of collateral serve to give an impression of your company, and if the collateral is on point, extending your brand and beautifully designed, it will ensure that your business presents a professional image. Corporate Capabilities/ Product Brochures From large scale to small sizes, brochures can give overviews of your company as a whole or of specific products. Both types of brochures should be both eye catching and informative. Marketing Kits A marketing kit is a tool to give potential customers in- depth information about your products or services and in-depth details about them. It may include a folder, brochure, independent sales sheets, or other promotional print pieces that brings it all together in an effective kit. Multi-Focused PowerPoint Decks. In an important sales presentation, you want to have a custom, branded and well-designed PowerPoint deck that highlights your company’s products and services. The decks should always be saved as a PDF so the deck cannot be manipulated and it can be sized down for easy emailing as a leave behind.
    [Show full text]