Marketing
Secrets
The experts tell all!
Peter Spalton
Table of Contents
Marketing covers all parts of your business
1.1 Marketing is about customers
1.2 Marketing is definitely not selling
1.3 Adapt and adopt, learn and evolve
1.4 Customers need to be seduced
2.2 Define your ideal customer
2.3 Understand how and why they buy
2.4 Look at who really makes the decisions
2.5 Know your strengths and weaknesses
2.6 Define your proposition and values
2.8 Analyse market trends and forces
2.9 Estimate market size and potential
3.1 Identify features and benefits
3.2 Understand your competitive edge
3.3 Get the mix right to manage life cycles
3.5 Match perceived value and price
3.6 Use discounts and warranty wisely
3.7 Look at added-value and value-added
3.8 Create great packaging and design
3.9 Badge to reach new markets
4.1 Think beyond bricks and mortar
4.2 Identify where your customers will go
4.3 Multiple channels will get you in
5.1 “Shoot with a rifle, not a shotgun”
5.4 Design posters and advertising
5.6 Create press releases and drip feeds
5.7 Connect to buyers at trade events
5.8 Network with movers and shakers
5.10 Always support your brand
6.7 Set up third party schemes