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Developing an Annual Marketing Plan and Marketing Strategy | retailer selling strategy For pune

Developing an Annual Marketing Plan and Marketing Strategy

B 2 C marketing company Baner Bypass Highway Pune

Fulcrum Marketing is a strategic B 2 C marketing company Baner Bypass Highway Pune. Our team of marketing consultants also specialise in marketing planning and B 2 C marketing for all types of business of any size.

MARKETING STRATEGY

Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.

The best marketing strategy does not start with creative, it starts with a marketing process.

The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations.  It is particularly useful for innovating within a market or creating a position of market leadership.

Overview

Indentifying key sources of growth, challenging the current business operations and identifying key growth creating activities are crucial for businesses which want to grow.

The process looks at your whole business with the aim to maximise the potential by focussing on:

  • reviewing your market conditions
  • reviewing your current market challenges and capabilities
  • identifying and maximising competitive advantage
  • creating and amplifying market positioning
  • developing new revenue sources
  • maximising market communication techniques

Action Orientated

Fulcrum works alongside senior management to develop achievable and actionable strategies and build the company plans around them. Real results are achieved when your management team have consistent and ongoing interaction with the Fulcrum team. At the end of the process, you must own the strategy and be able work the plan yourself. You are left with a growth system which is repeatable over time to achieve consistent growth. Companies effectively implementing this program often achieve more than 25% ongoing growth per annum.

Your Challenges

Business owners, senior executives and managers are frequently facing growth related issues such as: – Turning around a declining sales trend – Identifying and entering new markets – Launching new business and product lines – Identifying emerging growth opportunities – Managing the risks of growth If you have any of the above issues, then the Fulcrum Marketing Strategy Development Process is for you.

Approach

The process considers what could be rather than only what is. Whereas, a regular marketing strategy process might simply consider what a customer tells you and respond, Fulcrum considers how a customer might react when given a slightly or radically different proposition to the one currently in the market.

Benefits

Each strategy generates actionable tasks to achieve medium and long-term revenue and growth targets. Brief but highly strategic plans are created that drill down into action items. You are then lead through specific actions to implement, or the Fulcrum team implement them for you.

Development Process

Experience the Fulcrum Marketing Strategy Development Process. It is a tailored program designed to provide companies with the highly-focussed strategy development and implementation resources necessary to address specific growth challenges and opportunities.

1. Seek and learn.

Information Gathering – The first step is to gain an understanding of the market in which you are participating; target audiences, competitor offerings, current pricing and more. Review the business realities – Gain an understanding and commitment to potential resources available to make it all happen. Review the market realities – What limitations might we be dealing with and how far can we push the market potential?

2. Set the hypothesis.

Hypothesis development – Develop the potential strategic alternatives and understand what would need to happen for them to become reality. Reality test – Review the strategies for practical application, decide which are practical now and which could be left for a future date and understand what resources are necessary to make these alternatives. Solidify strategy – Make some strategic decisions to understand which alternatives provide the growth desired, build an understanding of the risks involved, ensure all strategies can work together and consider the reality of them working within the business.

3. Set the course.

Key strategies – Articulate the strategies and provide means for measurement and communication. Plan action – Develop broad and specific actions stemming from the strategies.

4. Build a foundation.

This stage involves developing a compelling ‘marketing tool box’ that clearly defines your value to the target audience and creates appropriate messages and triggers to sale.

5. Implement and educate.

The stage after the plan development involves completing agreed actions and driving deep engagement and understanding throughout the company, whilst developing the ongoing implementation activities, including allocation of resources.

Business-to-Business Marketing Strategies

What do business professionals think about marketing in the business-to-business (B2B) environment? We examined survey results and reports* that compiled data on the topic, and created a list of eight B2B marketing strategies commonly recognised as successful regardless of industry.

  • Referral Programs
  • Word of Mouth Plus
  • Trade Shows
  • Online Advertising
  • Remarketing
  • Search Engine Optimisation (SEO)
  • Content Marketing
  • Inbound Marketing

Choosing the Right Marketing Agency: Marketing Execution Vs Marketing Strategy

If you pretty much know what marketing you need to do and how it is going to be accomplished then most likely you need some type of marketing agencyto do it for you. Depending on what the activities are, you will choose a different type of agency. For example, if you are more likely to be doing TV, radio or magazine advertising you will likely need a traditional advertising agency. If it sits more in the digital realm, with a lot of Google AdWords or YouTube commercials, then a digital advertising agency is probably for you. Alternatively, you may simply need a graphic designer to bring your ideas to life.

Making Marketing Plans Happen

A marketing plan is paramount for achieving business growth. The purpose of a marketing plan is to assess the current market position of your business and develop marketing strategies and actions to undertake to meet your business objectives. Putting together a strategic plan that develops your business around your competitive advantage, and ensures that you are in a position to take advantage of your strengths, is a key to continued business prosperity. Of course, once you have the plan, making it work is the next step.

Developing an Annual Marketing Plan and Marketing Strategy

Make your business New Year resolution to start the year with an integrated marketing plan that clearly outlines your business objectives and the marketing strategies and tactics you plan to use to achieve them

An annual marketing plan helps keep businesses on track with goals and objectives for the year and ensures that marketing opportunities and budgets are maximized. Developing a marketing plan that you revisit every year is the key to success year after year.

A solid annual marketing plan should be structured with a disciplined approach to reaching your business goals and objectives, yet flexible enough to adapt to changing market conditions and business opportunities throughout the year.

Start Annual Marketing Planning by Reviewing Previous Year Marketing Performance

Before you begin the annual planning process for the coming year’s marketing efforts, you’ll want to take a close look at how you performed over the current year. Even if you did not have a structured marketing plan in place previously, you should be able to review past marketing activities and results.

Here are some questions to ask when evaluating the performance of a previous annual marketing plan or year’s activities:

  • Did you achieve desired results from your marketing efforts (such as improved brand recognition, X number of leads generated or sales/revenue figures)?
  • Which specific marketing activities were effective?
  • Which specific marketing activities were not effective?
  • Should you reallocate resources to better performing targets, markets or marketing tactics?
  • Has your target market, audience or geographic area changed over the year?
  • Were you able to stay within a marketing budget at the end of the year?
  • What areas of your marketing budget do you need to cut costs in for the coming year?
  • What areas of your marketing budget do you want to invest more in for the coming year?

The answers to questions about your previous year’s marketing plan will play a big part in building an annual marketing plan for the coming year. Each year adjustments should be made to your marketing planning efforts that incorporate learning from the past – what works or what doesn’t work.

Develop Essential Components of an Annual Marketing Plan

A marketing plan is a written document that contains a business’ marketing strategies and tactics. The first step in developing an annual marketing plan is getting organized. Make a list of all the marketing components or categories that are important for your business.

Typical components in a marketing plan include:

  • Advertising (print and/or online)
  • Branding and Graphics (promotional giveaway items, photography, video production, graphic development)
  • Collateral (sell sheets, brochures, business cards)
  • Events (trade shows, webinars)
  • Direct Marketing (email, direct mail, list generation, promotional incentives/contests)
  • Public Relations (press release distribution, PR agency)
  • Research (focus groups, surveys, marketing reference books)
  • Social Media (social media networks)
  • Website (search engine optimization, web development/hosting)

Of course the actual components for your business may vary depending on your business, industry and marketing budget. The important thing is to identify all the potential components in your annual marketing plan so you can decide how you plan to address those components for your business. Even if you do not plan to allocate budget for a category – like social media – it should be included if you have any marketing efforts planned for the category so strategies and tactics can be outlined in an integrated planning approach.

Define Marketing Plan Strategies, Tactics and Budget

Once marketing components are outlined for the business, all potential strategies and tactics should be defined per category or component.

Here is an example of defining strategies and tactics for the “advertising” category:

Marketing Category: Advertising
Strategy #1 – Drive traffic to website via online advertising
Tactic # 1 – Google Adwords
Tactic #2 – Banner ads on industry association website
Tactic #3 – Internet yellow pages ads

Each tactic will also need to have an allocated budget, if applicable. The marketing plan should include fields to capture your allocated budget, actual spend and budget variance so that you can track throughout the year and make any adjustments needed. For example, if you are tracking under budget in one category you can shift funds to another category where you may be tracking over budget.

Flexibility to adapt an annual marketing plan throughout the year is important to adapt to a changing business environment and be “opportunistic” in marketing efforts. Be sure to take advantage of tracking mechanisms for marketing efforts whenever possible – such as unique 800 numbers or website analytic reports – so that you can make adjustments to maximize performance of campaigns (or dump marketing efforts that are not producing desired results). Goals should also be set for all areas of a marketing plan so that you can measure the performance of marketing tactics against business objectives.

SALES METHODOLOGIES

Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.

Sales methods

There are many different sales methods that can be used to complete a sale and form the required relationships. Determining which sales method is more effective depends on what you are selling, who you are selling to and when you are selling it.

AIDA Method

AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.

Attention – Get the other person’s interest
Interest – Spark their curiosity
Desire – Create the need
Action – Get them to commit to something

Need satisfaction

The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.

Depth Theory

Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.

 Step process

The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are:
1.   Planning and preparation
2.   Introduction or opening
3.   Questioning
4.   Presentation
5.   Overcoming objections/negotiating
6.   Closing
7.   After-sales follow-up

communication and B 2 C marketing management

Effective communication and advertising management is important to not only correctly identify a target audience, but also to reach this audience efficiently through different information channels. There are many benefits of successfully managing these marketing communications, including, but not limited to:

  • A higher Return on Investment  (ROI)
  • Reaching more of your target audience
  • Reduced costs for B 2 C marketing
  • Types of market segmentation:
    • Demographic segmentation: gender, age, income, education, occupation
    • Geographic segmentation: city, state, country
    • Psychographic segmentation: attitudes, values, attitudes, lifestyle
    • Behavioural segmentation: purchasing patterns, loyalty status

Implementing a B 2 C marketing Strategy

 

Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , B 2 C marketing company Baner Bypass Highway Pune. A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.

B 2 C marketing Strategy and Planning

Implement your marketing plan

Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.

Schedule
The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.

Team And Resources
It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.

Cost
The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.

Control
As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.

 

Marketing Execution – Plan, Execute, Track, Measure

Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and B 2 C marketing company Baner Bypass Highway Pune. But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.

Create your marketing strategy

Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers

Write a marketing execution plan

How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives

Marketing on a tight budget

How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing

Marketing your business in Pune

How to market your business effectively in pune including researching your target audience and establishing new contacts

Baner Bypass Highway Pune

B 2 C marketing company Baner Bypass Highway Pune

Get in touch with us, we would love to discuss your marketing needs.

We love a good coffee and a challenge, so would behappy to meet up with you face to face.

Marketing Company in Pune

Call Us :-08433772261
Email:- info@fulcrumresources.in

Baner Bypass Highway Pune

 

B2B Marketing: 

Fulcrum is a magnet for businesses with well-defined goals and a desire to harness the latest advantages that marketing and technology can offer.

Face To Face Marketing : 

face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.

Product Sampling :

Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.

Dealer Marketing: 

Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.

Direct Marketing:  

we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.

Guerrilla Marketing:

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results

Retail Marketing:

Fulcrum is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination.

Direct Selling : 

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product

Retail Audits & Merchandising:

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.

Door To Door Marketing :

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,

Product Demonstrations:

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.

Street Marketing: 

We will still need to spend time interacting with people, face-to-face, Street Marketing. Personal interaction is what makes the world go around

B 2 C marketing 

B 2 C marketing company Baner Bypass Highway Pune

The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major  retail locations to local community focused shopping centres; we have secured real, measurable results across the board.

Marketing Plan and Marketing Strategy

B 2 C marketing | B 2 C marketing company Baner Bypass Highway Pune

Baner Bypass Highway ,  Pune

Baner Bypass Highway is one of the rapidly developing locality of north-western parts of Pune. One of the major advantages that western Pune suburbs have, is its proximity to Mumbai.

Baner-Bypass Highway is on the way to Mumbai-Bangalore Highway and has a bundle of residential development. It runs from University circle on the east to the Dehu-Katraj bypass (NH 48) on the west. It is bordered by Pashan in south, Balewadi to the west, Aundh to the north and Pune University to the east. This locality comes under the Pune Municipal Corporation limits. It is one of the periphery area of west Pune that has grown to be a promising real estate hotspot. It is a residential and commercial hub of Pune and large portions are occupied by various IT companies like Siemens, Talentica, GS Lab, Advend informatics etc. Hinjewadi’s development as an IT hub has driven the rental market of Baner Bypass Highway. Nearby Baner-Bypass Highway localities include many developed and famous areas of the city such as Baner, Aundh, Balewadi, Pashan, Bopodi, Pimple Nilakh, Balewadi, Khadki, Wakad, Pimple Gurav, Pimple Saudagar, Bavdhan etc. Baner-Pashan Link Road is the major road that further links the locality to Mumbai-Pune Bypass Road (NH 48). It is located strategically in close proximity to the Pune-Mumbai expressway. The highway is located off the Katraj-Dehu Road Bypass by-passing Pune city. Some medium-sized businesses and IT parks, are also located in Aundh and Kothrud. Some of the key residential projects in Baner Bypass Highway are Shroff Sujay Villa, Surana Park Marina, Saarrthi Skybay, Siddh Chintan, Runwal Sirabhii, Supreme Amadore among others.

Connectivity
There are mainly three roads which pass through the locality are Sutarwadi Baner Gaon Road, Baner Road, and Balewadi Road which further connect it to the Mumbai-Pune Bypass Road.
Baner Bypass Highway serves as the main approach road for the bypass which in-turn connects to the Mumbai Pune Expressway.
It enjoys excellent connectivity to Pune International Airport which is located at a driving distance of 22.9 km via Lohegaon Road.
Dapodi, Khadki, Shivaji Nagar, and Pune Junction are nearby railway stations to Baner-Bypass Road. However, Khadki is the nearest railway station to Baner-Bypass Highway which is located at a distance of 6.3 km via Baner Road. Pune is the major railway station from where one can get the train for interstate connectivity.

Factors for past growth
Some medium-sized commercial space and IT Parks, are also located in Aundh and Kothrud. As a result, it attracts IT professionals in large numbers and offers plenty of rental options.
Industrial belts in nearby areas, like Pirangut, Talegaon and PCMC, further contribute to the growing demand for residential properties in the region, among working professionals. People working in those company wish to have their home close to their workplace for hassle-free commuting. Thus, demand for rental apartments in Baner Bypass Highway has increased

Factors for future growth
Baner-Bypass Highway is located near the IT/ITeS hub and industrial zones of Pune. Pune Municipal Corporation also planning to develop it further. So, the development scope for infrastructure facilities is also there.

Employment hubs near Baner-Bypass Road
Nano Space IT Park
Teerth Technospace
Pune IT Park
AG Technology Park
Software Technology Parks of India

Social and Physical Infra Development
Baner Bypass Highway offers very good social infrastructure to its residents. Some of the reputed schools nearby are Vidyanchal School, Dr. Kalmadi Shamarao High School, Door Step School, D.A.V. Public School, Leapbridge Early Childhood, Shanti Juniors Aundh, Vivero International Pre-School & Childcare, Kidzee Aundh, Little Millennium Aundh etc. It also house some quality colleges and educational institutions nearby. These are Hindustan Aerospace & Engineering, Sri Chaitanya Junior College, Central College of Journalism, Industrial Training Institute among others.
Healthcare facilities are also good in the locality. Some of the leading hospitals in Baner Bypass Highway include Shashwat Hospitals Aundh, Medipoint Hospital, Kotbagi Hospital, Aundh School of Medical Science, Dhanwantari Hospital, Saishree Hospital etc.
The shopping needs of the residents are catered by malls in Baner-Bypass Highway are Westend Mall, Centriole Mall, The Pavillion, Deron Heights, Reliance Mall etc. It also houses retail outlets of famous national and international brands such as Guruprasad Retail Outlets, Reliance Digital, Primus Retail Pvt Ltd, Nike Store, Pantaloons, Planet Fashion, Aditya Birla Limited to name a few.

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B 2 C marketing company Baner Bypass Highway Pune

B 2 C marketing company Baner Bypass Highway Pune

Pune

Pimpri-Chinchwad

Aurangabad

Kolhapur

Nashik

Nagpur

Ahmednagar

Akola

Amravati

KOTHRUD
Koregaon Park
Kondhwa
Kondhwa Budruk
Kharadi
Katraj
Kalyani Nagar
Kalewadi
Hinjewadi
Dhayari
Dhanori
Deccan Gymkhana
Chikhali
Camp
Bavdhan
Undri
Pimpri Chinchwad
Aundh
Wakad
Wagholi
Talegaon Dabhade
Sinhagad Road
Shivajinagar
Pimpri
Pimple Saudagar
Pimple Nilakh
Pashan
NIBM
NIBM Annexe
Mundhwa
Magarpatta
Hadapsar
Balewadi

 

B 2 C marketing, B 2 C marketing company, B 2 C marketing company Baner Bypass Highway, B 2 C marketing company Baner Bypass Highway Pune, Baner Bypass Highway, Pune

modern trade marketing agency | engagement marketing Activities Altamount Road

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

modern trade marketing agency | engagement marketing Activities Altamount Road

Marketing Channel Strategies

8.4 Marketing Channel Strategies

Learning Objectives

  1. Describe the factors that affect a firm’s channel decisions.
  2. Explain how intensive, exclusive, and selective distribution differ from one another.
  3. Explain why some products are better suited to some distribution strategies than others.

Channel Selection Factors

Selecting the best marketing channel is critical because it can mean the success or failure of your product. One of the reasons the Internet has been so successful as a marketing channel is because customers get to make some of the channel decisions themselves. They can shop virtually for any product in the world when and where they want to, as long as they can connect to the Web. They can also choose how the product is shipped.

Type of Customer

The Internet isn’t necessarily the best channel for every product, though. For example, do you want to closely examine the fruits and vegetables you buy to make sure they are ripe enough or not overripe? Then online grocery shopping might not be for you. Clearly, how your customers want to buy products will have an impact on the channel you select. In fact, it should be your prime consideration.

First of all, are you selling to a consumer or a business customer? Generally, these two groups want to be sold to differently. Most consumers are willing to go to a grocery or convenience store to purchase toilet paper. The manager of a hospital trying to replenish its supplies would not. The hospital manager would also be buying a lot more toilet paper than an individual consumer and would expect to be called upon by a distributor, but perhaps only semiregularly. Thereafter, the manager might want the toilet paper delivered on a regular basis and billed to the hospital via automatic systems. Likewise, when businesses buy expensive products such as machinery and computers or products that have to be customized, they generally expect to be sold to personally via salespeople. And often they expect special payment terms.

Type of Product

The type of product you’re selling will also affect your marketing channel choices. Perishable products often have to be sold through shorter marketing channels than products with longer shelf lives. For example, a yellowfin tuna bound for the sushi market will likely be flown overnight to its destination and handled by few intermediaries. By contrast, canned tuna can be shipped by “slow boat” and handled by more intermediaries. Valuable and fragile products also tend to have shorter marketing channels. Automakers generally sell their cars straight to car dealers (retailers) rather than through wholesalers. The makers of corporate jets often sell them straight to corporations, which demand they be customized to certain specifications.

Channel Partner Capabilities

Your ability versus the ability of other types of organizations that operate in marketing channels can affect your channel choices. If you are a massage therapist, you are quite capable of delivering your product straight to your client. If you produce downloadable products like digital books or recordings, you can sell your products straight to customers on the Internet. Hypnotic World, a UK producer of self-hypnosis recordings, is such a company. If you want to stop smoking or lose weight, you can pay for and download a recording to help you do this at http://www.hypnoticworld.com.

But suppose you’ve created a great new personal gadget—something that’s tangible, or physical. You’ve managed to sell it via two channels—say, on TV (via the Home Shopping Network, perhaps) and on the Web. Now you want to get the product into retail stores like Target, Walgreens, and Bed Bath & Beyond. If you can get the product into these stores, you can increase your sales exponentially. In this case, you might want to contract with an intermediary—perhaps an agent or a distributor who will convince the corporate buyers of those stores to carry your product.

Video Clip

Ped Egg Commercial

(click to see video)

The Business Environment and Technology

The general business environment, such as the economy, can also affect the marketing channels chosen for products. For example, think about what happens when the value of the dollar declines relative to the currencies of other countries. When the dollar falls, products imported from other countries cost more to buy relative to products produced and sold in the United States. Products “made in China” become less attractive because they have gotten more expensive. As a result, some companies then look closer to home for their products and channel partners.

Technological changes affect marketing channels, too, of course. We explained how the Internet has changed how products are bought and sold. Many companies like selling products on the Internet as much as consumers like buying them. For one, an Internet sales channel gives companies more control over how their products are sold and at what prices than if they leave the job to another channel partner such as a retailer. Plus, a company selling on the Internet has a digital footprint, or record, of what shoppers look at, or click on, at its site. As a result, it can recommend products they appear to be interested in and target them with special offers and even prices1.

Some sites let customers tailor products to their liking. On the Domino’s Web site, you can pick your pizza ingredients and then watch them as they fall onto your virtual pizza. The site then lets you know who is baking your pizza, how long it’s taking to cook, and who’s delivering it. Even though interaction is digital, it somehow feels a lot more personal than a basic phone order. Developing customer relationships is what today’s marketing is about. The Internet is helping companies do this.

Competing Products’ Marketing Channels

How your competitors sell their products can also affect your marketing channels. As we explained, Dell now sells computers to firms like Best Buy so the computers can compete with other brands on store shelves.

You don’t always have to choose the channels your competitors rely on, though. Netflix is an example. Netflix turned the video rental business on its head by coming up with a new marketing channel that better meets the needs of many consumers. Beginning with direct mail and then moving to Internet delivery, Netflix (along with competitor Hulu) may end up revolutionizing the way television is watched. With the exception of sports and other live events, television will move to an “on-demand” model, where you will watch what you want when you want, not when it is broadcast. Along the way, though, Netflix (and Redbox, the video vending machine) has already virtually eliminated DVD rental through stores. Maybelline and L’Oréal products are sold primarily in retail stores. However, Mary Kay and Avon use salespeople to personally sell their products to consumers.

Factors That Affect a Product’s Intensity of Distribution

Firms that choose an intensive distribution strategy try to sell their products in as many outlets as possible. Intensive distribution strategies are often used for convenience offerings—products customers purchase on the spot without much shopping around. Soft drinks and newspapers are an example. You see them sold in all kinds of different places. Redbox, which rents DVDs out of vending machines, has made headway using a distribution strategy that’s more intensive than Blockbuster’s: the machines are located in fast-food restaurants, grocery stores, and other places people go frequently. The strategy has been so successful, Blockbuster has had to retaliate with its own line of vending machines, though it may be too little too late.

Figure 8.15

Redbox

Because installing a vending machine is less expensive than opening a retail outlet, Redbox has been able to locate its DVD vending machines in more places than Blockbuster can its stores. Blockbuster has responded with its own vending machines.
Random Retail – I Knew I Saw a Red Redbox – CC BY 2.0.

By contrast, selective distribution involves selling products at select outlets in specific locations. For instance, Sony TVs can be purchased at a number of outlets such as Circuit City, Best Buy, or Walmart, but the same models are generally not sold at all the outlets. The lowest-priced Sony TVs are at Walmart, the better Sony models are more expensive and found in stores like Circuit City or specialty electronics stores. By selling different models with different features and price points at different outlets, a manufacturer can appeal to different target markets. You don’t expect, for example, to find the highest-priced products in Walmart; when you shop there, you are looking for the lower-priced goods.

Exclusive distribution involves selling products through one or very few outlets. Most students often think exclusive means high priced, but that’s not always the case. Exclusive simply means limiting distribution to only one outlet in any area, and can be a strategic decision based on applying the scarcity principle to creating demand. For instance, supermodel Cindy Crawford’s line of furniture is sold exclusively at the furniture company Rooms To Go. Designer Michael Graves has a line of products sold exclusively at Target. To purchase those items you need to go to one of those retailers. In these instances, retailers are teaming up with these brands in order to create a sense of quality based on scarcity, a sense of quality that will not only apply to the brand but to the store.

TV series are distributed exclusively. In this instance, the choice isn’t so much about applying the scarcity principle as it is about controlling risk. A company that produces a TV series will sign an exclusive deal with a network like ABC, CBS, or Showtime, and the series will initially appear only on that network. Later, reruns of the shows are often distributed selectively to other networks. That initial exclusive run, however, is intended to protect the network’s investment by giving the network sole rights to broadcast the show.

To control the image of their products and the prices at which they are sold, the makers of upscale products often prefer to distribute their products more exclusively. Expensive perfumes and designer purses are an example. During the economic downturn, the makers of some of these products were disappointed to see retailers had slashed the products’ prices, “cheapening” their prestigious brands.

Distributing a product exclusively to a limited number of organizations under strict terms can help prevent a company’s brand from deteriorating, or losing value. It can also prevent products from being sold cheaply in gray markets. A gray market is a market in which a producer hasn’t authorized its products to be sold (Burrows, 2009). Recognize, though, that the choice to distribute intensively, selectively, or exclusively is a strategic decision based on many factors such as the nature of the brand, the types and number of competitors, and the availability of retail choices.

Key Takeaway

Selecting the best marketing channel is critical because it can mean the success or failure of your product. The type of customer you’re selling to will have an impact on the channel you select. In fact, this should be your prime consideration. The type of product, your organization’s capabilities versus those of other channel members, the way competing products are marketed, and changes in the business environment and technology can also affect your marketing channel decisions. Various factors affect a company’s decisions about the intensity of a product’s distribution. An intensive distribution strategy involves selling a product in as many outlets as possible. Selective distribution involves selling a product at select outlets in specific locations. Exclusive distribution involves selling a product through one or very few outlets.

Review Questions

  1. Why are good channel decisions critical to a product’s success?
  2. Name the factors that affect channel-selection decisions.
  3. Which kinds of products are more likely to be distributed using exclusive marketing strategies?

1“Pizza Hut’s Online Ordering Called ‘Virtual Waiter,’” The Food Channel, http://www.foodchannel.com/stories/421-pizza-hut-s-online-ordering-called-virtual-waiter(accessed December 12, 2009).

References

Burrows, P., “Inside the iPhone Gray Market,” BusinessWeek, February 12, 2008, http://www.businessweek.com/technology/content/feb2008/tc20080211_152894.htm (accessed December 12, 2009).

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We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

The Five Pillars of Experiential Marketing

Design

The design of an experiential marketing event should be of the utmost importance to every brand. This doesn’t mean that the design of the event should just be visually appealing, but also that it should convey a strong message about your brand. Guests should immediately know who the brand is and what they stand for when they walk into an event.

The event should also be designed in a way that makes the experience easy to understand. For example, when GE wanted to host an event to show industry professionals how they were providing global healthcare solutions to impoverished countries around the world, they relied heavily on the event’s design. The company set up several “movie sets” designed to look like various parts of the world that they had helped, including rural African villages and emergency rooms. Then, doctors stood in front of each set to explain to guests how GE’s initiative was impacting these areas. During this event, the design was used to make an impact on guests and clearly illustrate the difference that GE was making around the world.

Community

An experiential marketing event should also embrace the community of the brand’s potential and existing customers. One brand that seamlessly incorporated their community into their experiential marketing event was Google.

Google announced plans to give away $5.5 million to nonprofit organizations in the San Francisco Bay area. Instead of letting executives decide where this money would go, the company enlisted the community’s help. Google set up interactive posters throughout the city in places such as bus shelters, restaurants, and shopping centers. The posters asked the community one simple question: where should the $5.5 million go? People in the community could then tap on the poster to vote for a specific cause such as helping parents and teachers connect, growing small businesses, or helping at-risk kids graduate.

This is a perfect example of how companies should embrace their communities. Google recognized that their donation could lead to significant change in the community, so they allowed the community to decide what needed to be changed. In this example, Google’s community was the actual community of San Francisco, but for many brands, the community is their target audience.

Engagement

Experiential marketing is all about engagement, so it’s no surprise that this is one of the five pillars of this strategy. In the past, brands engaged in one-way communication with their consumers. The brands sent messages via TV commercials, billboards, or print ads, and consumers did not have the ability to respond. But now, consumers demand that brands engage in two-way conversations with them. Consumers want to be able to provide feedback, share their concerns, and ask questions in order to gain a deeper understanding of the brand. Fortunately, this is all possible at experiential marketing events.

Guests should be able to test new products, speak with brand ambassadors, and participate in fun brand-related activities at an experiential marketing event. Even if guests are not actually purchasing the brand’s products, they are still engaging with the brand. Giving guests this type of positive experience is the first step to converting them into customers and building a lifelong relationship with them.

During the event planning process, marketers should constantly ask themselves how guests will engage with the brand. If there are not enough opportunities for guests to engage directly with the brand, changes need to be made in order for the event to be a success.

Data

Marketers should rely heavily on data both before and after an experiential marketing event. Before the event, marketers should use data to figure out where the event should be held, the best way to communicate to their target audience, and what results they should expect. After the event, marketers should analyze the data collected from the event to determine if the event was a success. This data should also be used to improve future events. For example, let’s say the data reveals that the vast majority of guests heard about the event on Instagram and none of the guests heard about the event on Twitter. When planning the next event, marketers should reference this data when determining the best way to invite members of their target audience.

Culture

Brands must have a customer-centric culture in order to plan successful experiential marketing events. If everyone in the company knows that the customer always comes first, this will help them make better decisions when it comes to planning and hosting an experiential marketing event. The event will truly be designed with the customer in mind, which makes it much more enjoyable for guests.

It’s important for brands to hire brand ambassadors that understand the idea of a customer-centric culture. The brand ambassadors will be the face of your brand during an experiential marketing event, so they must be trained to make sure every guest has a pleasant and memorable experience. If they don’t put the customers first, guests will assume that your company doesn’t either.

 

 

 

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Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, house2house marketing company | modern trade marketing agency in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Traditional Marketing on Life Support

For decades, brands have relied on traditional marketing methods such as advertisements on TV, radio, and billboards. But, many brands are now turning to more innovative promotional methods, such as social media advertising and experiential marketing. As brands start to shift more of their marketing dollars to these non-traditional methods, many industry experts are wondering if traditional marketing has finally reached the end of the road. It’s too early to declare traditional marketing dead, but there’s no denying that it is definitely struggling to keep up. Here are some of the many reasons why traditional marketing is losing its appeal:

Slow Turnaround

It can take weeks or even months to film a TV commercial or design the layout of a print campaign. Even after the commercial or advertisement is complete, getting the campaign up and running will take even longer. This slow turnaround time is one of the reasons why marketers are pulling away from traditional marketing methods. Marketers want to be able to immediately launch new campaigns to respond to what’s going on in the world, which they cannot do with traditional marketing. However, marketers can quickly launch campaigns with new marketing methods, especially pay-per-click or social media ads.

Mid-Campaign Adjustments

Marketers are able to monitor their social media or pay-per-click campaigns to see how well they are performing in real time. If something isn’t performing as expected, marketers can make adjustments to ensure they are spending their marketing dollars wisely. For example, marketers can adjust the keywords they are targeting or broaden their target audience if they are not seeing good results. Unfortunately, they are not able to make adjustments in the middle of a traditional marketing campaign. Marketers cannot change a billboard design or tweak the wording used in a print campaign without investing a great deal of money and time. The flexibility of non-traditional marketing methods has convinced many marketers to start allocating more of their marketing budget to these new tactics.

Two-Way Engagement

Customers want to be able to engage with the brands that they love, but this is not possible when brands use traditional forms of marketing. There’s no way for a customer to engage with a commercial that he sees on TV or a billboard that he passes on the road. However, he can easily engage with other forms of marketing. For example, he can click on pay-per-click ads, comment on social media ads, or speak with brand ambassadors at an experiential marketing event. This gives him the opportunity to give feedback on products or services, learn more about the company, and form an authentic relationship with the brand. Consumers love having two-way conversations with brands, so this is a much more effective way to connect with your audience.

Analytics

At the end of a campaign, marketers want to know how it performed so they know what they should do differently in the future. But, it can be incredibly challenging to calculate a return on investment for traditional marketing methods. There is no way for you to know exactly how many people were reached by a billboard, for example. Even if you were somehow able to figure out how many cars drove by the billboard, there’s no way of knowing how many people actually looked up and paid attention to the ad. This leaves marketers in the dark. How do they know if the ad was effective? Should they make any adjustments to the design of the billboard if they want to run the same campaign again? These questions may never be answered—unless marketers turn to non-traditional forms of marketing. Marketers have access to a lot of information about social media or pay-per-click ads, for instance. This allows them to calculate the return on investment and determine if it was a good decision to run the campaign.

Small Budgets

Small businesses do not have large marketing budgets, which means they cannot afford to film commercials or pay the fees associated with other types of traditional marketing methods. However, businesses of all size can use non-traditional marketing methods such as experiential marketing, social media, and pay-per-click ads. You can spend as much or as little as you want on these marketing tactics, so there’s no pressure to break the bank in order to promote your business. In fact, a social media campaign can be launched with as little as just a few dollars, which means it’s affordable for all businesses.

But, that’s not the only benefit of being able to launch a campaign with a small budget. Because businesses do not have to invest a lot of money in order to launch a campaign, there is little risk involved with trying a non-traditional marketing method. Businesses don’t have to worry about making a bad decision and losing a lot of money since there isn’t much to lose.

Distractions

Do consumers even pay attention to traditional marketing methods? This question has been on the mind of marketers everywhere. Consumers may fast forward through commercials or pull out their cell phones to scroll through social media to pass the time. A consumer that is flipping through a magazine may get distracted by something she sees on another page, so she may not even notice your ad. But, non-traditional marketing campaigns are often able to cut through the clutter in order to grab the consumer’s attention.

It’s not hard to see why non-traditional marketing methods such as social media, pay-per-click ads, and experiential marketing are getting more attention. For more information on the latest trends in the marketing industry, get in touch with the team of experts at Factory 360. We can help your brand plan and execute an experiential marketing event to grow your business!

 

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ABOUT FIELD MARKETING

WHAT IS FIELD MARKETING? Field marketing and marketing Supplier in Cuffe Parade is becoming more popular for companies in various industries. From food and beverage to consumer goods. It’s a tool that can be used to showcase latest products or services in a face to face environment with consumers. Furthermore companies recognise the importance of having brand ambassadors and reps on the ‘front line’ introducing the public to new innovations or delicious treats. This is done in the ‘field’; around shopping centers and in retail hot spots, expos and events, university campus’ and sport stadiums to name a few. Most campaign activities focus on customer facing roles including product demonstrations, direct selling and street training teams. However not all field marketing is consumer facing such as auditing and merchandising. Goals and outcomes of field marketing will differ from company to company. Some campaigns are designed to increase brand awareness or sales. While others may be to collect data and feedback about the product and its market. At Splatter we have all the tools necessary for the clients desired outcome to be achieved WHAT A FIELD MARKETING TEAM LOOKS LIKE. For successful field marketing campaigns companies might have dedicated teams within their business whose task it is to be creative and manage field marketing initiatives. However agencies are also on hand to support a campaign. By offering staff, management and infrastructure the client can focus on the more creative aspect of the campaign. A field marketing agency and  marketing Supplier in Cuffe Parade tends to work in territories operating with reps within their own regions. Often overlooked by regional or national managers depending on the scale of the team. Although territory management is more important for wide scale national distributing business, smaller brands are recognising the importance of managing promotions on a more local scale using teams to promote, audit and sell in their regions.

WHAT CAN FIELD MARKETING DO FOR YOUR BUSINESS?

1. PRODUCT DEMONSTRATIONS

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time. For consumer goods this would mean having brand representatives in retail stores and around shopping centers, events or road shows. Finally The Brand Ambassadors are engaging with the consumer and showing them how the product or service works. This is important as it allows a potential buyer to get hands on experience and a feel of ownership of the product; most importantly the rep is also on hand to answers any questions the customer may have. Although a sell is great the main aim of a demo campaign is brand awareness. Food and beverage take a slightly differently approach. By handing out free samples and one off deals of their product around retail and events, consumers are getting a taste of the brands latest delicious treats and at the same time everyone loves free food! Sampling is a fun activation and is effective when bringing new products to the high street. Marketing Training Learn more about product demonstrations by checking out our in depth guide here.

2. DIRECT SELLING

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product. Sales rep might have targets to adhere to. Finally these campaigns are super effective during peak times when the difference in a sale or not can be having a knowledgeable brand rep in store. Product Demonstrations Learn more about what direct selling is in our guide here.

3. RETAIL AUDITS AND MERCHANDISING

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail. Most of all audits ensure that the brand is represented as it should be on shelves and around retail hot spots. Examples are; checking POS is as it should be across the territories, promotions advertised and running and paid spaces such as gondolas are set up. The data collected from the teams can be useful for the marketers to negotiate better future deals. In addition it also allows for mistakes to be rectified there and then by the reps. Splatter offer a live system that can be monitored by the client in real team meaning that red flags in the field can be dealt with instantaneously .Store Audits and Merchandising To learn more about Audits and merchandising view our guide here.

4. GUERRILLA MARKETING

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results. Furthermore the term ‘Guerrilla Marketing’ itself is used to refer to campaigns that surprise consumers in locations and ways they might not usually expect. For that reason the experience remains with the consumer.

5. PRODUCT SAMPLING

Product Sampling To learn more about sampling work and what that involves view our guide here. WHO DOES WHAT? FIELD MARKETING REP: These guys and girls are the cream of the crop, they are masters of everything. Sometimes they may be conducting training sessions on major proportion for a retailers whole selling team. Another role they find themselves in are in is in the field collecting data and conducted audits. Finally everything in between including sales, merchandising, and working at events. Their primary concern is to drive brand awareness across their region through face to face with consumer and staff on a retail level. Read about what being a field marketing rep is all about here. FIELD MARKETING MANAGER: The field manager’s role is to oversee the field reps; it is their duty to ensure the field marketing campaigns achieves the clients intended goal. As the manager of all the region, they hold the responsibility of ensuring that all reps are trained and directed towards the client’s goals. In addition the field marketing manager will work closely with the clients marketing executives to align the marketing objectives and goals with team in the field. Finally they will then report the findings and feedback from the team. Read more about what being a field marketing manager entails here. BRAND AMBASSADOR/BRAND REP As we know by now the BA role is one of the most crucial in field marketing. Ultimately they are usually supplied by the marketing agency and are tasked with promoting and representing the client’s brand. This can work well within a University by hiring a student to represent the brand around campus; this is perfect for low budget campaigns as sometimes all it takes is giving the BA some products to show off. Some larger scale business’ use celebrities to endorse their product and services by making them the face of their brand using social media to promote to their following. Learn about the various roles within the Field Marketing industry are by reading our guide here. You can also join our team by signing up here. DO YOU NEED FIELD MARKETING? Field marketing as you have seen is a useful tool to accompany other traditional marketing strategies. For example a company might pay a huge amount of money for prime advertising spot during a major sports event. However if this is the case it is important for the brand to follow up with demos in stores. If there is a brand rep placed in store the following few days after the advertising campaign the customer is more likely to come over and ask some questions about the product. Another reason you might need field marketing is to ensure your budget has been well spent. After investing into a large scale in-store promotion campaign you want to ensure that it is implemented to the standard agreed with the retailer. Data can be collected by auditing teams and analysed to see if the money had been well spent. Furthermore it also gives opportunity for future campaigns to implemented with higher efficiency and success.      

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B 2 C Marketing company in navi mumbai

Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing –  In the first part of our guide to becoming marketing active B 2 C Marketing company in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…  

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B 2 C Marketing company in navi mumbai

Marketing and Sales companies B 2 C Marketing company in navi mumbai with high quality, ethical, outsourced sales through transparent and effective business programs. We have a team of marketing and sales professionals and trainers who are committed to ensure effective delivery of the message from the client to a prospective customer. Our specialty is tailor-fitting our service to suit each individual client’s needs, ensuring compliance and delivering ethical sales every single time. We are focused on compliant and ethical selling that puts the needs of the customer first and we value transparency, integrity, diligence and hard work to ensure that our employees, clients and customers all get the best experience possible. We look for long term investments, in both our employees and our clients to ensure quality in our work, and in the opportunity for growth potential and stability for all parties involved.

Marketing

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B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, B 2 C Marketing company in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

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