B2G Segmentation Strategies

Marketing for Growth
Wayne Brass
Art Mahoney
Bill McKown
Heather Bender
Marketing is…
• the combination of
varying methods and
strategies to get your
product or service
into the minds and
hands of prospective
buyers.
Define Your Target Market
• What potential customers have specific needs
that can be addressed by the product/service?
• How might potential customers choose to access
the product/service?
• How much are potential customers willing to pay
and how?
• Who are the competitors?
Define Your Target Market
Segmentation Strategies
B2C
B2B
B2G
Define Your Target Market
B2C Segmentation Strategies
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Demographic
Geographic
Socio-economic
Psychographic
Define Your Target Market
B2B Segmentation Strategies
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Geographic
Industry
Size
Their customers
Usage: Heavy, occasional, rarely
Define Your Target Market
B2G Segmentation Strategies
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Geographic
Federal
State
Local
Quasi-governmental
Usage: Heavy, occasional, rarely
Competitive Analysis
Where are people currently filling this need?
Who are your competitors? Direct & Indirect
Why do people buy from them?
What are their products/services?
What are their USPs (Unique Selling
Propositions) and Benefits?
• How do they market? Is it working?
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Defining the Product / Service
• What do you offer that your competitors don’t?
• Are you selling Features? or Benefits?
– Benefits are the problem it solves.
Focus on Benefits
• Every buying decision has an emotion attached
to it.
• Emotion is what you touch when you sell
benefits over features.
Why Market a Product / Service?
• If you don’t, who will?
• How will your customers know to find you?
• How do you know you are reaching your
potential customers?
Outbound Marketing Includes
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Sales
Advertising and Promotions
Public Relations
Networking
Internet Marketing
Customer Service
Customer Satisfaction
ELEVATOR PITCH
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Introductions
Sales Opportunities
Employment Tactic
Raise Money
Branding Strategy
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Brand Name
Packaging
Ad Content
Image and Culture
Consistency
Sales Force
Value / Pricing
Your Marketing Plan
• Include:
– Descriptions of type of marketing
– A marketing timeline
– Probable reach or coverage
– Estimated cost
– Number of uses
– Short explanation of thought process
– Expected result (ROI)
Your Marketing Plan
• Determine which Marketing Tactics you will use
to get your message to your audience.
• Write it all down.
• Keep good records – so you can evaluate later!!
Marketing Tactics Include…
• Advertising
– Media – radio, television, infomercials
– Print – newspaper, magazine, classified, yellow pages
– Mini-Media – business cards, stationary, brochures,
flyers, banners, signs, posters, newsletters, coupons,
door hangers, gift certificates, direct mail, catalogs,
etc
– Other/Extreme - outdoor boards, bus wraps,
sponsorships
Marketing Tactics Include…
• Sales
– Personal sales, Telemarketing
• Public Relations
– Publicity & Press Releases
• Promotions and Premiums
– Contests and Sweepstakes
– Events
– Loyalty Programs
Marketing Tactics Include…
• Networking
– Everyone you know, Everyone you meet
– Community Involvement
– Trade and Professional Associations
• Internet Marketing / Web Site
– Can be advertising
– Can be a distribution channel
– Can be your location
You Must Have a Plan!
• Random or one-shot marketing and advertising
efforts almost NEVER work!
Referrals and Repeat Customers
• 90% will take a referral over a sales person
• Need to see your name up to 9 times through
advertising efforts to achieve awareness!
• Easier & cheaper to retain an existing customer
than to find a new one
Any given company loses between 20 and 40
percent of their customers annually!
Importance of Customer Service
• Customers return and purchase again
• Customers try new products
• Customers tell others about your business,
products or services
Customer Satisfaction
Why do Customers Leave?
Reason Given
Percentage
Move or Die
4%
Other Company Friendship
5%
Competition
9%
Product Dissatisfaction
15%
Feel Unappreciated by an
Uncaring Company
67%
Why do Customers Stay?
• Unanimously Report
“Because they care!”
Plan Ahead
• Do an annual S.W.O.T. Analysis
– Strengths, Weaknesses, Opportunities, and Threats
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Run with a strategy at least 3-6 months
Monitor and measure the results.
Be flexible and adaptable
Remember main keys - Benefits & Frequency.
SWOT Analysis
Internal
Strengths
Weaknesses
External
Opportunities
Threats
S
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Questions?
Thank you!!
www.sbdctampabay.com
813--905813
905-5800