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The 6 communication techniques applied to internet mareketing

I often find that my students of Digital Márqueting They do not have sufficient knowledge of "grassroots marketing" or "basic marketing" as to perform communications over the Internet successfully. So in many cases, before starting the Digital Marketing, explain the basics of marketing and am making parallels between online and offline.

This article is a summary of this basis I explain to my students and the public for if it can be helpful to any reader of the blog. Here I explain the 6 basic techniques of marketing, applied online.

Technique 1: Personal selling

As its name suggests, this marketing technique It is able to sell products or services of our company. They are sales of life, only no longer a study area within second-level Marketing techniques and now take a leading role in the fields of study of this discipline.

Internet, direct sales are made by the website of the company, incorporating into it and e-commerce functionality allowing customers to make purchases themselves directly on the page. It can also be sold through brokerage portals and even through social networks.

You can see an example of direct sales through trading electrónido www.textura-interiors.com

Technique 2: Advertising

Advertising It is one of the variables of which the marketing uses to act on both markets to sell more or to alter the image of a brand, therefore, also on the internet has a big role to play.

This marketing technique It is very versatile and is to provide information to consumers, persuasively, to influence their buying behavior and help companies achieve their sales goals.

To achieve its goal (to influence the buying behavior of consumers), you must first define the target audience for each of the actions, and the message to be sent.

By definition, advertising is paid and controlled. The messages are broadcast through the different media in exchange for an economic consideration. This is one of the main differences between public relations (another marketing technique) and advertising. For example, an advertising action could consist of inserting an ad in an online newspaper (the newspaper will charge us according to the number of times the ad is seen, according to the number of clicks it receives, or according to the number of people who sign up for our campaign [each support decides how it charges the campaigns]). Instead, a public relations action would be to contact an online newspaper to get them to write an article about our products or about our company. If what we wish to communicate is of interest to the newspaper's readers, the newspaper will write the article and publish it at no cost to us.

We can see examples of advertising on many websites. To better understand advertising is a good idea to check rates and ad formats that offer us some portals. For example, this link will find the rates and document formats La Vanguardia.

Technique 3: Public relations

Public Relations They are a marketing communication technique with a great capacity to be the alternative to advertising, since its cost is significantly lower and offers ample opportunities for communication as designed to acquire each share.

Public objectives of public relations of a company are usually: customers, shareholders, employees own the company, suppliers, the media, unions, opinion leaders, public administration, schools and similar professions.

The basic objective of public relations is to "credibility" and "trust" by a public company. For this various techniques of dissemination and propagation, telling time and when deemed appropriate, on persons or organizations that wish to inform used.

Public relations tools serve as:

  • Issuing press releases.
  • internal and external communications with various segments of our target audience (employees, shareholders, consumer associations, etc.)
  • Contacts with opinion leaders and customers.
  • Relationships with communication media.
  • Relationships with social organizations (which can serve as a basis for sponsorship of events).

Internet public relations are conducted also using these techniques, but taking as supporting websites, online journals, blogs, social networks, influencers, etc.

If the media asks us money to publish our communication, then this action becomes longer advertising and public relations action.

We can see an example of public relations action reading this article that undoubtedly comes from a press release from the Italian brand of men's underwear "Intimissimi" (http://www.clarin.com/deportes/Ahora-boxers-Irina-Cristiano-Ronaldo_0_532746944.html)

Technical 4: sponsorship and sponsorship

In recent years the sponsorship and sponsorship They are becoming the focus of attention of many businesses and consumers, while not a new tool (sponsorship is a form of sponsorship that is as old as humanity itself).

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Sponsorship is not a short-term action. The big difference is that advertising does not seek direct sales and recruitment is for a long period of time (one year, for example).

For example, this blog sponsored by jewelery brand Pandora, included in the digital version of the magazine Hola (http://blog.hola.com/fionaferrer/)

Technique 5: Sales promotion

In terms of concept, a sales promotion is a marketing communication technique consisting of a set of incentives, usually short term, designed to quickly stimulate the purchase of certain products or services by consumers and traders.

Some of the tools most commonly used when making sales promotions are:

  • Discounts for end user (immediate discount on the same purchase).
  • Discounts for distributors (immediate).
  • Vouchers and coupons (with discounts for future purchases).
  • Three x two (produces an increase in repeat purchase immediately).
  • special passes.
  • Free samples.
  • favorable financial treatment (installment payment or special funding).

The ultimate goal of a sales promotion is to get immediately (or very short term) consumer (or distributor) would increase the level of purchase of the product we promote.

Unlike advertising (which informs the consumer of the favorable characteristics of the advertiser, your product or your brand, to raise an intention to purchase), a sales promotion seeks to boost sales immediately. That is, while advertising seeks to provide a reason to buy, a sales promotion provides an incentive to do so.

By definition, sales promotions are limited in time (have an expiration date) and affect the economic dimension of the product or the value obtained with the purchase of the product (offering extra services or additions, for a limited time).

We can see an example of sales promotion, by Burger King - Venezuela and released on Youtube. Burger King Promotion.

Technique 6: Direct marketing

Direct marketing takes different forms but outside the network, the most commonly used are the marketing by mail, and telemarketing. On the Internet, the most common form of direct marketing is email marketing, but increasingly also Whatsapp marketing.

In terms of concept, we can define as direct marketing to an interactive communication system that uses one or more channels, which aims to create and operate a direct relationship between the company and its customers, individually and measurable responses.

because we see that a difference of direct marketing over other communication techniques of marketing, is the fact that communication is done individually: the company, directly to each consumer selected to be recipients of communication .

To do this, on the Internet, we are able to buy lists of emails from people who have given their consent to receive a certain type of communication, or may be developing our own databases from users who visit our website and our own customers.

I hope this summary has been useful and that when you think of the technical marketing communicationsThe have all taken into account. when you create your online communication plan, you should also make sure that you include actions for each communication techniques.

If you were looking for were concrete actions, this article can help: digital marketing techniques that work in 2020

We talk to each other.

A hug

Montse.

How to Make a Benchmark

Yesterday I had the pleasure of teaching the first session of the new edition of Digital Marketing Course for Cultural Industries organized by the SDE (Servei and Business Development, the Catalan Institute of Cultural Industries).

This course consists of two parts, one aimed at discovering how it should be the website of a company dedicated to some kind of cultural industry and the other more properly dedicated to Digital Marketing part. At the beginning of this second part we saw 2 of the main techniques to attract visitors (SEO and the tools of Web 2.0). The other techniques will be discussed during today's class.

In my class yesterday one of the points we saw was the Benchmarking and explained to the students that can not be Marketing regardless of the market and therefore it is essential that we know what our position on the companies with which we compete or regarding companies similar to ours.

How to make a benchmark?

This requires defining the variables we want to analyze, to know what our position is based on these variables, see what the position of the competition, then, is ideal capture it all in a positioning map.

The variables that I propose in my classes are as follows:

Benchmark technical level:Ficha de competencia/benckmark

  • How many pages indexed in Google have a website? (: (Without quotation marks and domain name who wish to analyze) in Google this information looking for "nombredominio.com site" is obtained).
  • What PageRank has a website? (Obtained from the Google toolbar, any SEO plugin or from an online tool).
  • How many pages are linking to the page you analyze? (I recommend obtaining these data from which Alexa.com offers).
  • What position does that website ranking in Alexa.com?

Marketing Benchmark level:

  • What is the target audience for that enterprise and which segments attacks through its online communication?
  • What is your value proposition?
  • What Digital Marketing actions have detected that performs this company? (This can see watching who linkea to page [online news, blogs, directories ...] and looking for his name on Google [see social networking profiles, quotes, articles, etc.]).
  • What features we would highlight their website.

With this a good record for each of our competitors and also for our own company is obtained. And these data will help us know where we want to be, where we want to go and how we will do it.

The positioning map that I use is a graph showing bubble techniques 3 variables: the PageRank (the radius of the bubble), the position in the Alexa ranking (egComo hacer un benchmarkand abscissa) and the size of the page (vertical axis).

The attached image is of one of these maps, the other image corresponds to a record of competence (in this case corresponds to a theater).

Yesterday I promised the students would write this post and would hang up Excel I had created from the websites of some of the companies attending the class, so that you have sample and was not needed to start it from scratch (the graph it is complicated to make, the axis scales are logarithmic, the axes are reversed so that the best position appears on the top right, and definitely not a chart by selecting data from a table is displayed by pressing a button ... of Hence recommend students to use mine as a basis for their work).

Anyway ... here goes the Excel worksheet for creating the graphic benchmarking.
Excel Chart "How to Make a Benchmark"For you to base.

(If you do not see the graphic good or bubbles are not 3D is because you are using an older version of Excel. Although I have saved the file in .xls format so that everyone can open, you are actually created using the .xlsx )

I hope you find it useful and now already know cow do a good benchmark.

If you attended the event and want the full-slide of the entire course of Digital Marketing for Cultural Industries, recalls that shortly the SDE will send an email with a link to their servers from which you can download.

A hug.

How to discover your market segments

Following the class hypersegmentation / Microsegmentation in the subject of SEM Master in the UPF seekers I'm giving this week, I have seen that in many cases it is not evident discover who are the market segments of a company (whether it's your own as if it is for someone who has hired you as a specialist in Marketing). So here are some tips on how to discover who are the market segments of a company:

1. Analyze and segment existing customers.

It is always best to start analyzing what the company is doing right now, so except when we analyze a business start-up, the first thing we should do is create a list with current customers and go looking for demographic and behavioral patterns.

My advice is that you create an Excel spreadsheet and include in it the following fields: business name, business sector to which it belongs, services or products that you hired ever, why you think you hire the services, income generated your company during the past year. If possible, also indicates the number of employees you have and where it is located geographically, as well as any other information that you think may be relevant.

While this Excel spreadsheet analyzing discover patterns that allow us to group customers based on behavior and according to certain attributes.

With this information have discovered the market segments currently working with our company, and probably already discover some micro segments, but the interesting thing is to discover new micro-segments to attack from now, let's see how.

2. Analyze competition.

Another good way to find out who can be your market segments is analyzing the communication of your competition and their website.

Si la página web está bien hecha, estará orientada a cliente y no a producto y podrás ver a qué grupos de clientes se dirigen y cuál es su propuesta de valor para cada grupo. Por desgracia, la mayor parte de páginas web están orientadas a producto y no es fácil ver a quién dirigen la información.

If brochures communication have been made by someone marketing specialist it will also be easier to give you clues as to which market segments are addressed ... but again, sometimes companies conduct communication activities Marketing without marketing specialists , so that the resulting product is useless level of segmentation and value propositions for the market.

Analyze competition will also help us differentiate ourselves from it (if we carry out a differentiation strategy, obviously).

3. Investigate patterns of behavior.

Using certain tools can know which websites people visit entering our website (through google AnalyticsFor example) and what websites people visit entering the competition website (through Alexa.com or through Google Trends para Websites, for example). With this information we can discover sites that compete with our company and types of customer that will help us better target.

Once the segmentation and discovered the potential niche market, you have to decide which of them we will attack (certainly be just some ... but if we follow a strategy of "long tail"We should try to reach the largest possible number of small segments).

Having decided this, we can begin advertising campaigns we have in mind, segmentándolas well, and we can prepare our website orientating market segments and not product, and preparing for both landing pages for SEO and SEM.

I hope this information has been helpful and that from now on make it easier to discover market segments and can make your digital marketing actions considering microsegmentation.

A hug.

10 shares of Digital Marketing for Municipal Theatres

On Tuesday 23 February, I had the pleasure of participating in the conference "The challenge of filling a Theater"Organized by the Barcelona Provincial Council 16 and 23, with the aim of helping local theaters to market more effectively their spaces.

My participation was in the form of practical paper that I listed and explained some Digital Marketing actions that can be performed easily and cheaply by the theaters themselves.

Prepare this paper was not easy. Most theaters do not have their own website and use the website of their respective municipalities to publicize their programs. On the other hand, promotion budgets are scarce and human resources devoted to the management of these theaters are also scarce, although these professionals make up with dedication and commitment to improve day after day the results obtained by their establishments.

So although SEO is one of the most effective techniques of Digital Marketing in this case was dismissed for lack of website on which direct control you have. This caused had to seek actions were feasible but were based on the use of other techniques used to attract visitors to a website.

The end result was 18 concrete actions (although the title enunciated 10 shares), that theaters can apply from tomorrow, and in many cases, without extra funding, although with working hours on the network.

This is the presentation I used for the presentation.

Formentera and the announcement of Damm

Leo Hosteltur in a report entitled "They resist the Temporary Business"That destinations with better picture and events throughout the summer, have endured the crisis well. Among these destinations are located Formentera.

The Report explains how Formentera has benefited in terms of image and therefore occupancy level for the spot Estrella Damm beer set on the island, whose soundtrack has become the song of the summer.

The spot began airing in early June, only for the Spanish market and interestingly, in July the occupation by Spanish tourists increased by 2.37 points over last year (this year was 84.25%). In August, this increase was 1.40 points higher (has reached 90%).

The increases do not seem anything special in normal times, but in an environment with widespread falls, show that behind them there is a good marketing action and a good product, especially if we consider that the occupation in July of destination sun and beach Spanish coast fell by over 10%.

The odd thing is that the promotion of Formentera or at a cost, and was not planned in advance, at least as regards the Tourism Promotion Formentera.

Although obviously not all the credit goes to the ad because the Italians saw and overnights and also increased their market share (now represent 50.1% of tourism in Formentera). But this destination enjoys in the source markets in a very good image, linked to a bohemian-romantic spirit and unspoiled natural landscapes, stereotype Damm's announcement helped bolster.

Generally, in times of crisis it is the image of a destination and proximity to markets issuers making a destination to succeed over others. When there is no money, people travel to the best possible place within a certain radius, and the Mediterranean islands that have good image, this year have been rewarded.

You know what is the Kansei?

First of all, let's focus on pronunciation: When you read the title of this post have to pronounce Kansei in "Kaaaaan-Zai" plan. Obviously, this is a Japanese word.

The etymology of the word gives us clues about its real meaning. The syllable "can" it means "sensitividad"And the syllable"be" it means "sensitivity". That is, something like sensitivity perceived through the senses. But go ... so it is difficult to know what is the Kansei.Kansei

Kansei is a Japanese term used in product design and coming to define something like "the pleasure of using this product." There products kansei and Kansei products.

If you have an iPhone is easy to understand the meaning of Kansei. When the phone rings and you pick up the phone, notes her curves and weight, and with the index moving your hand from left to right across the screen, you accept the call ... the pleasure he feels, is Kansei.

There is also the concept of "Kansei engineering"Which is to incorporate emotion and affection in the design process for products with kansei.

But… Why it's important Kansei? What has to do with marketing?

If in the distant past we talked about Marketing Transactional (marketing based on the product), in the not so distant past speak of Relationship Marketing (marketing based on customer relationship), in the present, we must speak of Experiential Marketing based on excite the client when consuming our product. It is the natural consequence of Relationship Marketing: to achieve lasting relationship over time with your customers, you need to connect with them at the level of emotions. Here is where the kansei.

When differences between products are almost nil, the feelings generated by a product or even better, a brand, are decisive in determining what we buy.

So the products should be useful and attractive, but they also have Kansei: Should provide pleasurable experiences. The consumer experience of a product is as or more important than the product, hence companies need to strive to create a series of memorable events around the consumption of their products or services, to turn consumption into an experience.

Experiential Marketing (or emotional) is responsible for trying to get this experience will lead to customer loyalty to the brand.

Phew ... while I write this post with such academic (I just got out of a class and something had to be noted) will provide training thinking how could emotionally. The truth is that I always try and think it a certain emotional attachment to my students. But do they have Kansei my classes?

If you want to delve into the term, I recommend the description of the Kansei engineering It is appearing in the Wikipedia.

You may also be interested I wrote an article following the conference in Barcelona where Philip Kottler this famous Marketing guru told us about the 10 principles of the New Marketing.

Philip Kotler: the 10 principles of the New Marketing

This morning I was working on an article about the different types of target audience for cultural tourism product, when I reminded the conference that gave Philip Kotler in Barcelona in late 2004 and to which I was lucky enough to attend. At this conference, Philip Kotler told us the 10 principles of the New Marketing and I remember that one of the slides that struck me was just a segmentation of target audience that Kotler showed us an example.

Although it has been 4 years since this conference today rereading the summary and seeing what Kotler proposed remains interesting, I decided to publish it again and do it with today's date instead of entering it in the blog earlier date as I have done with other articles'm finding the net and gave up for lost.

So here goes:

Philip Kotler - The 10 principles of the New Marketing - Introduction

Kotler is recognized as the world's foremost authority on Marketing and author of the most important works written in the field of Marketing. He has been a consultant for companies such as General Electric, General Motors, IBM, AT & T, Honeywell, Bank of America and Merck. He is the father of modern marketing, the marketing 2.0.

This article is the summary of the conference held at the Philip Kotler World Forum Marketing and SalesIn Barcelona in October 2004.

Kotler assumes that Marketing as we know it is finished and needs to evolve to something much more in keeping with our time, the immediacy of information and total segmentation, have completely changed our consumption habits.

Marketing productivity has been declining over time
TV ads are becoming less impact on the audience. According to a recent study, the ads have a return of 32 cents for every dollar invested.

Also traditional mail communication is increasingly poorer response and further telemarketing. Whereupon, it is increasingly difficult for the launch of a new product to be successful, since the resistance of consumers are reaching extremes that make all the assumptions of traditional marketing have to be revised.

According to Kotler, a person in the United States, is subject to between 3,000 and 5,000 advertising impacts the day. With what people are completely saturated.

  • 60% of those interviewed in the study mentioned by Kotler, hates publicity and marketing.
  • 70% of people, change the channel or leave the TV during commercial breaks.
  • 60% of people want advertising in general is limited.
  • 14% of people want the advertising ban.
  • 41% of people would be willing to pay for that TV stations no advertising was aired.
  • 70% would be willing to buy a product to help them eliminate advertising from their screens.

The other battlefield is in businessWhat a CFO thinks about Marketing your business?

  • Less than 57% of CFOs believe that investment in marketing your company does, have a positive effect on the growth of it.
  • 27% believe that Marketing is only useful as short-term tactic.
  • 32% admit that in hard times for a company, the first budget to cut is marketing.

It is clear that marketing has to change, hence the 10 principles of new marketing

philip-kotler

The 10 principles of the New Marketing Philip Kotler proposed

Principle No. 1 New Marketing: Recognize that power, the consumer now has:

Information is ubiquitous (is everywhere at the same time) and consumers are well informed about most products on those who are interested, so the sale should be based on dialogue and marketing "connect and collaborate" not a monologue selling and marketing focus on "direct and control" to the consumer. We offer our customers better solutions, most satisfying experiences and the opportunity to have a long-term relationship.

Principle No. 2 New Marketing: Develop the offer pointing directly only to the objective of that product or service public.

Kotler Here we illustrated with a quote from Tony O'Reilly, former CEO of Heinz Foods:

"Find a niche, and then make sure there is a market for that niche."

Among the curiosities that Kotler showed in his presentation struck me above all segmentation so brutal (hence the vocabulary used, and the volume), which even at the risk that this article should be split into 2 for ease of reading, I prefer to quote here the different types of groups of people who Kotler uses in its geo-demographic studies, sorted by type, not by annual income:

  • The blue blood (income of over $ 70,000)
  • Money and brain (income over $ 45,000)
  • Hides and family cars ($ 50,000)
  • Pool and Garden ($ 35,800)
  • Two or more rugs ($ 31,200)
  • Young people with influence ($ 30,400)
  • Young approaching ($ 38,500)
  • Fans of microchips ($ 32,200)
  • Urbanitas the Gold Coast ($ 36,800)
  • various Bohemians ($ 21,900)
  • Companies Negras (33,150 dollars)
  • New Beginnings ($ 24,800)
  • From the land of God ($ 36,700) (guess refers to landowners)
  • New owners ($ 25,900)
  • Streets and cities ($ 17,800)
  • Those who wear Levi's ($ 28,700)
  • The Grey ($ 25,200) power (refers to the mass civil service)
  • Rank and file ($ 26,200) (military)
  • Blue Collars ($ 30,000) (media workers Industry)
  • average American ($ 24,400)
  • Coalburg & Corntown ($ 23,900) (translated becomes: miners and farmers [primary sector])

Even as part of this second point among the 10 features of the New Marketing, I think it's the slide that left me perplexed all we saw during the conference. And it is that 21 segmentation by income and type of person, had never seen ...

Principle No. 3 New Marketing: Designing marketing strategies from the point of view of the customer.

Once we are clear what segment we went with our product, Kotler recommends that we focus on the value proposition we offer our customers and we design a marketing campaign aimed to communicate this value proposition, not the characteristics of our product it is what is usually done normally.

In order to discover what things considered "value propositions" Our customers, Kotler advises:

  • Identify the expectations of our customers or potential customers.
  • Decide which of these values ​​are going to compete (for example, Nike competes for: win, beat the masses, extreme exertion, the smell of sweat ... However New Balace, competing in the same segment, but does so with values: self-improvement, inner harmony, the smell of nature, spiritual development, etc ...)
  • To analyze the ability of our organization to those values ​​to our customers.
  • The message we must communicate and sell, is about the value we pass on, not about the features of our product.
  • Make sure we give the value promised and that over time we will improve and expand this model of value.

To encourage and guide the listeners, Kotler showed us some examples of sales messages designed to convey the value offered to the user, instead of orienting the product.

Here are some of them:

  • Product sold: liters of paint to paint cars. Message to convey: we actually painted cars.
  • Product: pet food. Message: health and animal weight gain.
  • Product: diesel engines. Message: power is never interrupted.
  • Product: explosives. Message: rocks made crumbs.

Principle No. 4 New Marketing: Focus on how to distribute / deliver the product, not the product itself.

Kotler proposes to ask ourselves if we can find a way to redefine our distribution network and delivery to provide more value to the user. Some companies have already done, in the case of Dell Ikea online and offline world level.

Principle No. 5 New Marketing: Going customer to jointly create more value: the role of business has changed.

With Transactional Marketing (about 1950), the company defined and created value for consumers. With Relationship Marketing (1980 to present), the company focused on attracting, developing and retaining profitable customers. The new Marketing, or Marketing Collaborative (as he calls Kotler) should focus on working with the client so that together, create new and unique ways to create value. It proposes that we establish dialogue with our customers and the communities of consumers of our products.

The collaborative marketing can be done from two aspects:

  • Offering a product line so that the customer can find the one closest to your wishes. For example, 20 different colors for the same item, or 26 different options for hockey sticks (this is a real case).
  • Have everything ready to adapt our product to the specific needs of a client. The clearest example of this is buying a Dell computer, but Kotler showed us many other examples of online businesses and offline also made products for normal consumption, as the buyer (tailored jeans, makeup, perfumes, candles, golf clubs, breakfast cereals, credit cards, etc ...)

Although Kotler also proposes to let the customer participate in the original design of the products, for example asking for advice based customers while product prototypes are developed.

Principle No. 6 New Marketing: Use new ways to reach customers with our messages.

... And especially watch a lot with unhappy customers, since Internet permits you to reach many people, and can do much harm if not properly treated.

As for our marketing, Kotler special emphasis on the "permition Marketing" (or Marketing with permission) because it is a good way for the customer to indicate whether or not to receive such advertising and needless that trouble those who do not want it.

Regarding what to use new ways to reach customers, recommended that we include our advertisements always 3 things:

  • The value we want to convey.
  • useful for the user.
  • Something that fun or at least entertain it.

And about new ways to advertise, he stressed the importance of sponsorships, mentions of our products in TV shows or entertainment programs or their appearance at festivals, and above all, the direct promotion on the street.

Llegados a este punto, Kotler nos ilustró con un divertido ejemplo de una práctica que por lo visto se ha puesto de moda en algunas zonas turísticas. Cerca de algún monumento interesante se sitúa a una azafata/vendedora camuflada de turista, que solicita a otros turistas que le hagan una fotografía con un móvil/cámara digital. La azafata/vendedora explica a los turistas cómo funciona la cámara y sus ventajas. Los turistas le hacen la foto y ven el resultado en la pantalla. Sin saberlo, han estado participando en la demo de un producto, prestando una atención del 100% a las explicaciones del vendedor.

Without going to these extremes of "cheating" the potential client, Kotler outlined some examples of campaigns in the street who have given very good results:

Campaign Vespa through the streets of Los Angeles: Some more or less known models walked for a while through the streets of Los Angeles, with these bikes, visiting the trendy bars and talking to the people who frequented.

Ford campaign for the launch of the Ford Focus: Ford identified 120 people in 6 key markets, and let them use for free for 6 months a Focus and promotional material thereof. This same practice often do video game companies with hundreds of teenagers who enjoy free games in exchange for talking about them to their friends.

Principle No. 7 New Marketing: Develop metrics and analyze the ROI (Return on Investment)

Philip Kotler stressed the importance of having a scorecard that gives us an accurate picture of how they are evolving each of the factors involved in the sales process.

I list below some of the metrics that Kotler considered essential:

About Product:

  • Improvements in quality: measure how many improvements have been implemented in our products.
  • Percentages of sales of new products
  • I profit generated by product

Customer Segmentation:

  • Customer satisfaction
  • Average price of sales to a customer
  • Number of customer complaints

About markets:

  • Market penetration
  • Market share
  • Increase in sales
  • Benefits

Principle 8 of the New Marketing: Develop high-tech marketing.

At this point, Kotler warned that although high technology is required, it is not to the same degree for all companies. Nor is it only in implementing a CRM or ERP.

Anecdotally, Kotler told us of a funny equation: OO + NT = EOO

New Technology + Old Organization = Expensive Old Organization

The 8 Pillars of the high technology applied to marketing are:

  • Performing predictive analysis
  • Automation of sales: the aim is to provide sellers bargaining power. They must know in real time stock status, margins by product, etc ...
  • Marketing automation: there are many threads that can be automated marketing: the selection of names for a particular campaign, making decision on whether you have a credit or not, send samples to a particular target, etc ...
  • Modeling: engineering marketing, Kotler called
  • The table creation process: graphic representation of processes such as growth in new customers, billing customers, billing, etc ...
  • Creating performance tables: by object and person results.
  • The management of campaigns
  • Project management
  • A new product management

Kotler emphasizes the direction of campaigns, projects and products, especially since it was detected that the main stumbling block in implementing high technology, is the ignorance of the existence of it, by the marketing professionals. Hence the direction of these three sections is key when implementing it.

Principle No. 9 New Marketing: Focus on creating long-term assets

6 Key to create long-term assets factors:

  • Being honest with our brand
  • Being honest with our customers
  • Providing quality service
  • Maintaining good relations with our shareholders
  • Being aware of our intellectual capital
  • Create a corporate reputation

Kotler highlighted the difference between a profit-oriented, with respect to achieving oriented customer loyalty business enterprise:

  • Oriented company benefits: Reduced costs, replacing people with technology, reduces the price and value of the products, get many customers.
  • The company oriented customer loyalty: Investing in marketing assets, empowers employees using technology, seeks to reduce product prices to reward customer inquires how you can give more value to your customer, select customers getting.

Principle No. 10 New Marketing: Looking at marketing as a whole, to regain influence in your own company.

Marketing affects all processes of a company and this is what we convey in our own company.

Decisions made in maketing affect customers, members of the company and external collaborators. Together we must define what the market that the company is heading. Together they have to discover what opportunities appearing on the market (Kotler proposes to think it at least 5 opportunities each year), and together they should find out what training and infrastructure will be needed to carry it all out.

The intervention of these 3 factors: customers, the company and the network of partners in the marketing of our company, is what will show us that we are on track and we are beginning to apply the rules of the New Marketing.

And with this last point, we finished the "summary" of the conference by Philip Kotler in the framework of the World Forum of Marketing and Sales. The truth is that the conference really paid off and that all attendees left her with a huge desire to start applying what they have learned. The downside is that it costs him his power to implement concrete actions explained to the company, but at least Kotler was quite clear and we illustrated with many examples.

Links:

Link not to miss for the world: Power Point Presentation of a seminar Kotler, which includes the 10 principles outlined in this article. It is in English, but is very good and very complete. Philip Kotler

FMMV website: Program and speaker bios - Maketing and Sales

Richard Teerlink (President of Harley Davidson): How to reinvent an organization

Richard Teerlink has been responsible for the revitalization of this American icon in 1985 was about to close its doors. Investing in product quality, customer satisfaction and human capital Teerlink Harley managed to return to its place today.

This article is based on the conference Richard Teerlink Expomanagement gave in the May 21, 2004 (and as my previous post, I have recovered from my archive of articles written for Noticias.com and she believed lost forever) Richard Teerling

For the lucky ones who were able to attend the event he explained how he had managed to increase the market share of Harley 13% (in 1985) to 49% today and what changes were made in the organization of which back then was CFO.

The difficult time to acknowledge one's mistakes

Richard Teerlink, the most difficult in the conversion of Harley was to convince the managers themselves that it was necessary conversion.

"For change to occur, the first to change must be managers."

In the early 80's, in a few months, the United States were invaded by Japanese motorcycles sold at much lower prices than Harley. Managers and employees of Harley thought the Harley brand could never lose market share (nearly 60%) thought that the Japanese bikes could not be robust or good-quality (or its price or its appearance) and also , Americans would not buy Japanese bikes. The three assumptions proved false. In 1985 its market share had fallen to 13% and Harley Davidson was near bankruptcy.Harley Davidson

For Harley executives had several options: give up and close, invest in marketing and try a traditional solution, or reinvent the entire organization or fail risking getting the best of success. They were shuffled 3 and there who took the first, the whole enterprise, in the end chose the third.

Richard Teerlink insisted that resistance to change is inevitable, but can be reduced by providing clarity about expected and how things will change. Normally people do not resist change itself, if not to be changed themselves.

Moving from survival to renewal

To Teerlink the secret is that all the company must go to work for a common cause. A good leader is getting your people to work to achieve common goals because they want themselves, not because they have to.

This is achieved by creating an environment that promotes 5 factors:

  1. Being the case of what happens in the world.
  2. Responsibility for each individual company.
  3. Training and lifelong learning.
  4. personal involvement in the projects.
  5. mutual appreciation between the whole team.

In the case of Harley, the common reason that fight was decided to convert a company that sold motorcycles in a business that sells motorcycle reason to go and live the "American Nostalgia". And it worked.

What is the role of a leader in reinventing a company

Teerlink says that a good leader should ask the following day: Am I making resources for people who work with me to carry out their work? Am I sure that my employees can grow as individuals and develop?

Why workers are the greatest competitive advantage of a company

In a company it is important to differentiate your products and processes with features that distinguish them from those of competitors. But the main difference between Harley and a company logo or another is the commitment of the employees themselves. When employees are fully identified with the company great value for customers it is generated and these perceived and become part of the "cause" for which they work.

Strategies to create a powerful brand

For Steelink there are 3 key factors in maximizing the value perceived by people, about a brand:

  1. The reputation for quality and brand trust.
  2. The reputation that the company makes money.
  3. Having a large market share.

To achieve these 3 points are needed 3 requirements:

  1. Familiarity with your business (know exactly what you do).
  2. Getting to know your customer.
  3. Make attention to detail.

Cita the Teerlink al respecto "What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Attracting new customers and at the same time achieve the loyalty of existing customers

Again, Teerlink and Tom Peters also agreed on this point. For both the secret it is to forget about the product (we start from the basis that the product is good) and focus on connecting emotionally with the client.

Quote Steerlink "Give the customer a reason to drive a motorcycle and have a good time”.

Obviously what you want is to sell motorcycles, but all marketing efforts focus on communicating things they can do and feel, while driving or traveling from one place to another, with his Harley motorcycles.

How to increase your profits by setting supercompetitivo

At the risk of repeating myself, Teerlink said Tom Peters the same as "change is needed to accommodate the FTL speed at which our environment moves ".

No choice but to surround yourself with people who think for themselves, to be responsible for their actions and constantly adapt. Hence the importance that all company employees know what is the mission of this. Otherwise the changes would have different goals in different areas of it.

Cita the Teerlink "There are two fixed truths in life: one is that we will die one day, the other is that change is inevitable.”

But Teerlink makes clear that change for change's not a good thing, should be changed for some reason. Though normally, most of the changes that take place in a company are to correct past mistakes management or trial.

In closing ... a couple of stories that I would comment:

One is an advertisement for Harley oriented convey quality and robustness of their bikes, while reinforcing the message of the "American Nostalgia": The ad shows a 3 American tiparrones, size XXL, with their beards and long hair, dresses leather and studs, and with his Harley parked in front. Text quote: "Would you sell it to these guys a defective bike and lost oil? US Niether. Harley-Davidson motorcycles... "(.... I do not remember the rest ...). I found terrific !!!

The other was a comment the same Teerlink about "the pressure of working in a company where customers tattoo the brand on breasts and forearms"... really should be an experience ... Have you ever felt something like a brand?

Tom Peters: The business excellence in a disruptive era

Tom Peters based their strategy to survive in the new era in which we find in 11 truths about leadership, explained during his lecture ExpoManagement 2004: Business Excellence in a Disruptive Age.

(This article I wrote in May 2004 to Noticias.com and had lost ... it public again because I think what Tom Peters told us in 2004 is still valid today for our companies)

It's been four days since the end Expomanagement. Now I start to digest everything that was said in Congress, because the truth is that after attending the 11 conferences of the main "gurus" of management was completely jammed with information and new ideas. I needed to sit down and write and make drawings, to begin to structure the chaos in my mind.

Of the 11 conferences, which struck me most was the Tom Peters. I was shocked not because say 3,000 people (mostly men), which should give power to women managers, not because we were screaming and "hitting fights" for a couple of hours, but by the turning of attending one of his lectures. You just replanteándotelo everything and salts determined to act to change the conventional structures.

The phrase that sums it all up:

“If you don’t like change, you’re going to like irrelevance even less”.

Let us begin:

The 11 truths of leadership:

1. Talent Management:

In the era of "added value" through the imagination, creativity and intellectual capital, the most important thing in a business is the recruitment, development and retention of talented people out of the ordinary.

Great leaders rely on the talent of his team. The mission of a leader should be to develop and manage talent of his team.

He quotes from David Ogilvy: "Our business needs a massive transfusion of talent, and talent, I think, it is usually between nonconformists, dissidents and rebels.”

For Tom Peters, companies should not "manage career"Of its employees. They must offer them opportunities to develop their own personality, so that they can handle themselves direct their own career. Life should be seen as a project for each person, step by a company must be part of a personal project. The company should help carry out this project.

2. Metabolism management of a company:

The interaction between entrepreneurship, competition and invention, each time moves faster. The mission of a leader is to increase and manage the ratio of this interaction in your organization.

Tom Peters suggests that to improve this ratio, strategic business meetings are conducted several times a week instead of several times a year.

Quote from Mario Andreotti: "If things seem under control, you're not doing it fast enough”.

3. Technology Management:

Internet and other technologies associated with the network, are changing everything. The leader of a company should be directly responsible for the implementation of new technologies in your business (boring it).

4. Management Barriers:

Cita de Frank Lekanne Deprez & René Tissen "The organizations we created have become tyrants. They have taken control, keeping us chained, creating barriers that slow us rather than help us in our business. The lines we draw on our precious organization charts, have become walls for no one can climb, penetrate or even see what lies beyond.”

With this appointment, Tom Peters illustrates what for him is one of the main problems of today's companies: bureaucracy and processes.

In his view, the only solution to survive in the new era in which we live, is tear down these barriers and completely redesign the structure and business processes. To this it suggests that the eBusiness implementation at all levels of our organizations can help greatly to achieve this goal.

5. Management of Oblivion:

The new competitive reality, you need to give back to those and everything that brought us here. Every leader needs a formal strategy, to forget what he has learned.

Cita de Dee Hock: “The problem is not how to have new lines of thought in your mind, but how to let go of old.”

6. Management Metaphysics:

new values ​​are emerging. Every time we move further into a world where products and services are ethereal. A leader must be aware of these changes.

Tom Peters suggests that the leader of a company is also the MIC of the company ( "Metaphysician-in-Chief”).

Quote Kjell Nordstrom and Jonas Ridderstråle (Funky Business): “The 'surplus society' has a surplus of similar companies, employing similar people, with similar education, with similar ideas, producing similar things, with similar prices and similar quality.”

Tom Peters argues that many companies have defined "best practices" now all act the same way.

For Peters the secret is to focus on the experiences that our client gets acquiring our product. To my knowledge this is the most important part of the conference. The "philosopher's stone" of the new era: focus on experiences, not products.

For Harley Davidson (lecture by Richard Teerlink, President of Harley Davidson) and it became clear that the strategy for the conversion of Harley was based on selling experiences, not products "We focus on giving the customer reason to go on a motorcycle"... And the way you sell a bike, but the important thing is to convey all that emotionally get when driving a Harley.

Transmitting Harley experience "Rebellious lifestyle

What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Peters illustrates this with other examples:

  1. Selling Toys: Focus on communicating the care of children. Sales of sportswear: focus on assisting sporting events. Sale of flatware: focus on the experience of eating out.
  2. Selling garden tools: Focus on landscaping services. Car sales: focus on repair and car maintenance.
    The secret is to emotionally connect with the customer and focus on differentiation focused on customer experiences. Obviously you have to have a good product, but what management intends Metaphysics is that you focus on experience rather than the product.

7. Opportunity Management

There are 2 groups both forgotten all marketing strategy and product: women and people between 45 and 65 years. These two segments offer great opportunities for the leader who knows how to reach them.

Opportunity 1: Women

Según datos mostrados por Peters, las mujeres toman la decisión de compra del 94% de los productos que forman parte de un hogar, del 92% de los destinos vacacionales, del 66% de los ordenadores personales domésticos, del 68% de los coches. En líneas generales, las mujeres toman la decisión de compra del 83% de todas las compras. Pero son las grandes olvidadas de los directores de marketing. Según datos de Martha Barletta, de Marketing to Women, el 91% de las mujeres piensan que los anunciantes no las entienden y el 58% además se sienten disgustadas con los anuncios que ven.

For Tom Peters, the essence of marketing to women is to be aware that a woman does not buy a brand, adheres to a brand becomes part of it. The main thing for a woman is the connection with other women, and this can make it through a brand.

Peters's advice is: "first connect women among them and then connect them to the brand". (When you ask a girl "How was school? ", It's natural to tell you chapter and verse how he has gone on and tell you about all her friends. When you ask a child, simply replies "I went well.”)

My personal opinion about it, as a woman and marketiniana is that we are indeed a forgotten target. Forgotten even by ourselves. Because I confess that in the marketing plan Noticias.com no special actions are included to capture women, just think globally and act. And that is precisely the error that Peters commits the vast majority of planners. And therefore, it is a great opportunity for those who know her. (I take good note and promise to correct).

Opportunity 2: between 45 and 65 years old

The figures Peters offers to illustrate this opportunity, say it all:

Between 2000 and 2010, the segment of people between 18 and 44 years will decrease by 1%. The segment of over 55 years of age will grow by 21%. Moreover, specifically, the segment of people between 55 and 64 years will increase by 47%.

Paradoxically, even though those over 45 will be a major segment and with great purchasing power (all mortgages are paid), almost no products (other than pension plans) that target them specifically.

Peters sees here a great opportunity for those leaders who know how to use it. His advice to do is focus on innovations and systems of delivery of the goods.

8. Portfolio Management:

We must think of each of the parties mentioned in the above (our talented employees, customers, suppliers, leaders, projects, initiatives, etc ...) in terms of portfolio. The key question is: "It is our portfolio as strange as these strange times demand? ". The leader of a company must think like you would a venture capital firm: creating and managing diverse portfolios strategically, not realizing an overall strategy for all parties involved.

Mark Twain quote that illustrates this point: "The best swordsman in the world should not fear the second best swordsman in the world; not, who should fear is an ignorant antagonist who has never had a sword in his hand; It not is acting as it should, so the expert is not prepared to fight him; It does things that just should not do and surprising the expert and beating him.”

Transposing this quote to the business world would come to tell us that to grow a company needs to break vicious circles of competition and imitation. Tom Peters proposes to ask ourselves if we used rare enough to represent the rare society. also it proposes to establish a coefficient of rarity in our company with a scale of 1 to 10.

9. Error Management:

To err is more important than ever in the age in which we live. The error rate is the best indicator of the rapid adaptation of a company of its time. A good leader must "manage"Processes of error (literally said it).

Cita de C. Northcote Parkinson: “Perfection is achieved only in companies that are about to collapse.”

That is, in times where innovation is one of the pillars of the company, should encourage people to take risks and therefore make mistakes. Of these errors will encourage knowledge and creativity at all levels end up finding what really makes the difference and will catapult us to success.

10. Case Management:

A good leader creates a "cause", not a business. The business will operate from the time that all employees, suppliers and customers to work for a common cause.

Cita de Richard Brandson: “I've never thought of myself as a businessman. What has always mattered to me is to create things that I feel proud.”

Cita de Howard Gardner (Leading Minds: An anatomy of Leadership): “The key (perhaps 'The Key') leadership is effective communication of a story.”

11. Management of the Passion:

The passion can move mountains. This became clear to us in exposing Peters and also in the rest of speakers ExpoManagement. If something is important in business it is the passion of their leaders and their employees.

Quote Napoleon "A leader is a dealer in hope.”

Enthusiasm is contagious, there's no doubt. And Tom Peters exuded passion for the nearly two hours of your conference.
And finally, I include this little scheme that belongs to one of the slides in the presentation of Peters:

The 12 truths of business success

  1. Talent is the lack of respect for tradition Passion to irrationality.
  2. Believing in "What we're doing here."
  3. Not believe in the "normal behavior of the industry."
  4. Obsessed with the "Action" ... and contempt for those who "do not get it".
  5. devilishly fast speed.
  6. Go up and out.
  7. I hate bureaucracy (red tape hate with passion).
  8. Total customer orientation.
  9. Rewarding errors.
  10. Punishing the poor triumph.
  11. Courage to fight alone against the forces of the "conventional wisdom /".
  12. Clear understanding of the power of the brand.

I hope this article will be as profitable as it was for me the conference.

A hug.