Marketing for designers

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basic information for designers to know how to deal with clients and/or marketers
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  • 1. Marketing for Designers DR WALID EL ETRIBY
  • 2. What is marketing ? The management process through which goods and services move from concept to the customer. ”business dictionary” Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ”American marketing association”
  • 3. What is marketing ? ‫أكتشاف‬ ‫على‬ ‫تعمل‬ ‫التي‬ ‫األنشطة‬ ‫أو‬ ‫العمليات‬ ‫من‬ ‫مجموعة‬ ‫هو‬ ‫رغبات‬‫العمالء‬‫التي‬ ‫الخدمات‬ ‫أو‬ ‫المنتجات‬ ‫من‬ ‫مجموعة‬ ‫وتطوير‬ ‫مناس‬ ‫فترة‬ ‫خالل‬ ‫الربحية‬ ‫للمؤسسة‬ ‫وتحقق‬ ‫رغباتهم‬ ‫تشبع‬‫بة‬.
  • 4. What is marketing? ‫غير‬ ‫من‬ ‫شركة‬ ‫عندك‬ ‫يكون‬ ‫ينفعش‬ ‫ما‬MARKETING ‫م‬ ‫بدائية‬ ‫بصورة‬ ‫بيتم‬ ‫للخدمة‬ ‫أو‬ ‫للمنتج‬ ‫تسويقك‬ ‫كان‬ ‫مهما‬‫وجهة‬ ‫ن‬ ‫ال‬ ‫مسمى‬ ‫تحت‬ ‫هيندرج‬ ‫فده‬ ‫نظرك‬MARKETING‫التسويق‬ ‫او‬
  • 5. Marketing Concepts
  • 6. Customer Empowerment
  • 7. Customization
  • 8. STP
  • 9. The Process
  • 10. Country Region City Metro size Density Climate Social Class Life style Personality Age Gender Family life cycle Family size Income Occupation Education Religion Race Nationality Occasions Benefits User status User rates Loyalty status Readiness stage Attitude toward The product Geographic Demographic Psychographic Behavioral Identifying Market Segments & Targets
  • 11. Example Target Market Unaware Aware TriedNot Tried Rejected Favorable Opinion Neutral Negative Opinion Repeated Not Yet Repeated SwitcherLoyal to Brand Light User Regular User Heavy user Behavioral Segmentation Breakdown
  • 12. B2B Segmentation
  • 13. Targeting
  • 14. Positioning
  • 15. P.O.P. , P.O.D. and competitive advantage
  • 16. Behavioural Targeting
  • 17. Example “soft wear product”
  • 18. Buyer Personas
  • 19. Definition & Importance Buyer personas are fictional, generalized representations of your ideal customers
  • 20. Definition & Importance They help you understand your customers better and tailor content to the specific needs, behaviors, and concerns of different types of personas.
  • 21. Buyer Personas & identity colors
  • 22. Definition & Importance The strongest buyer personas are based on market research and insights from your actual customer base . Done through surveys, interviews and so on.
  • 23. How to develop personas Contacts database to uncover trends about how certain leads or customers find and consume your content. Forms to use on your platforms, use form fields that capture important persona information. ◦For example ask each lead for information about company size on your forms.
  • 24. How to develop personas Sales team's feedback on the leads they're interacting with most. ◦What generalizations can they make about the different types of customers you serve best? Interview customers and prospects.
  • 25. How to develop personas
  • 26. How to develop personas
  • 27. How to develop personas
  • 28. How to develop personas
  • 29. Buyer Journey
  • 30. 7
  • 31. 42
  • 32. Educational Concept with mind Contents are ◦Deeply researched, useful and meaningful ◦It solves problem in a profound way How to hit the goal By extremely shallow educational pieces missed
  • 33. Educational
  • 34. Topical Concept with the news Contents related to ◦Something current newsworthy or trending How to hit the goal Do not reiterate the news ,find a way to connect the news to the client’s industry
  • 35. Topical
  • 36. Self Interest Concept with personal identity Contents directly connect with ◦Part of intimate world OR identity How to hit the goal Give the reader a way to see themselves in the content, Let the reader identify with the content
  • 37. Story Telling or Case Study  Concept with real life  Contents tells ◦ Real personal story ◦ Shares a case study ▪ How to hit the goal • Make sure there is a moral real life example • Stories matter if they share an insight or massage
  • 38. Curation Concept with many more concepts Contents is ◦A collection of other popular content ▪How to hit the goal •Make a complete and/or unique collection •Do not curate small lists that have been repeatedly done.
  • 39. Curation
  • 40. Fresh Spin Concept with unrelated concept Contents is ◦Spins an old ide and offer a new way of looking at it ▪How to hit the goal •Do not reiterate old ideas. •Find a surprising , unique or interesting way to show ideas
  • 41. Case Study
  • 42. 10
  • 43. 61
  • 44. 11
  • 45. 63
  • 46. 12
  • 47. 65
  • 48. Thank You
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