Apprentice Kim and her Marketing Masters Series

Kimberly_DavisLast week I was fortunate enough to attend the first of Kimberly Davis‘ (a contestant on the 2009 series of the Apprentice), Marketing Masters Series.

The day on Marketing Foundations was an excellent overview of how to market and promote your business, and ended with an inspiring talk from author and motivational speaker, Brad (Get Off Your Arse) Burton.

Here are my notes from the day:

Marketing Masters Series – Marketing Foundations – Tuesday 18 January 2011, London

–    The external perception of your company
–    Anything and everything your company does

Difference between sales and marketing
–    Marketing is long-term and has a slow build
–    Sales is short-term is about converting interest into sales
–    The Ying and Yang of business – requires different personality types

The Marketing Umbrella

1. Research
2. Branding – the promise you make to your customers
3. Writing and editing
4. Develop the perfect elevator pitch
5. PR vs Advertising
6. Mailshots
7. Print and production
8. Merchandising
9.  Events and promotions
10. Sponsorship and Partners
11. Online Marketing
12. Video and Multimedia
13. Social Media – How can social media help my business?
14. Customer Service
15. Create a Marketing Plan
16. Create a System that helps your business – e.g. Event booking, emailing
17. Put together your dream team
18. Get professional advice from someone who has done it
19. Network
20. Measure, measure, measure

Example of a very expensive mistake
–    Don’t cut marketing spend as it is a false economy
–    Don’t try and do everything yourself
–    You need to invest in your business – are you investing in holidays?
–    If you don’t have the time to do it right, then you must have the time to do it over again
–    Compare the cost of doing to the cost of not doing
–    You must be willing to make a financial commitment to your business

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