Media Strategies & Marketing
Media Strategies & Marketing
Sales person and marketing person are not always the same people
Marketing how can I get my message across in a creative way
Sales how do we make a profit
They have to work together
Branding Marketing Sales
What & why how On an individual level
Long term Short-term & long-term Focus on costumer
(short-term campaigns, where (one person tries to sell to
you look at the results and another person)
quickly change tactics)
Builds loyalty Generates action Leads
Create value Creates & monetizes value Profit
(whatever makes you go back to
that product)
The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior value and create equity
costumer
delight
customers
capture value
create value for costumers and build customer relationships from in return
What is the marketplace:
Market offerings: a product, experience, information, or services offered to a market to
satisfy needs and wants.
Bv. When you fly to your destination with Rainair you will have a different
experience than with Swissair
Bv. Providing people with information through marketing; to make you change
certain habits (see nudging)
, nudging: make people change their habits by marketing
It is important not to lose sight of what people really want, it is not only about the aspects of
your product. They lose sight of the fact that maybe society isn’t waiting for your idea
don’t focus solely on your product = marketing myopia
A good marketer knows his market and its customers.
S elf-
a ctu
a liza
ti o n :
ach i
evin
g
one'
s fu ll
self fu lfi llm ent n eed s
p o te
n ti al
,
Este ein mclu n e e d s: p sych o lo gical n ee d s
p re sti gedanin gd fee lin g
crea
o f acco m p lish m e nt
ti ve
acti v
iti es
b e lo n gin g n e ss a n d lo ve n e e d s: p sych o lo gical n e ed s
in ti m ate re la ito n sh ip s, frien d s,...
safety n e e d s: secu rity, safety b asic n ee d s
P hysio lo g ica l n e e d s: fo o d , w ate r,w arm th ,re st,... b asic n ee d s
* Abraham Maslow (pyramid of needs) psychology marketing took this and uses this to
their advantage
NEEDS
Basic universal things we need to live and feel content
there are 3 different types of needs
- Basic needs
- Psychological needs
- Self-fulfillment needs
WANTS
A need becomes a want when there is culture involved or by your own personal preference.
Media Strategies & Marketing
Sales person and marketing person are not always the same people
Marketing how can I get my message across in a creative way
Sales how do we make a profit
They have to work together
Branding Marketing Sales
What & why how On an individual level
Long term Short-term & long-term Focus on costumer
(short-term campaigns, where (one person tries to sell to
you look at the results and another person)
quickly change tactics)
Builds loyalty Generates action Leads
Create value Creates & monetizes value Profit
(whatever makes you go back to
that product)
The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior value and create equity
costumer
delight
customers
capture value
create value for costumers and build customer relationships from in return
What is the marketplace:
Market offerings: a product, experience, information, or services offered to a market to
satisfy needs and wants.
Bv. When you fly to your destination with Rainair you will have a different
experience than with Swissair
Bv. Providing people with information through marketing; to make you change
certain habits (see nudging)
, nudging: make people change their habits by marketing
It is important not to lose sight of what people really want, it is not only about the aspects of
your product. They lose sight of the fact that maybe society isn’t waiting for your idea
don’t focus solely on your product = marketing myopia
A good marketer knows his market and its customers.
S elf-
a ctu
a liza
ti o n :
ach i
evin
g
one'
s fu ll
self fu lfi llm ent n eed s
p o te
n ti al
,
Este ein mclu n e e d s: p sych o lo gical n ee d s
p re sti gedanin gd fee lin g
crea
o f acco m p lish m e nt
ti ve
acti v
iti es
b e lo n gin g n e ss a n d lo ve n e e d s: p sych o lo gical n e ed s
in ti m ate re la ito n sh ip s, frien d s,...
safety n e e d s: secu rity, safety b asic n ee d s
P hysio lo g ica l n e e d s: fo o d , w ate r,w arm th ,re st,... b asic n ee d s
* Abraham Maslow (pyramid of needs) psychology marketing took this and uses this to
their advantage
NEEDS
Basic universal things we need to live and feel content
there are 3 different types of needs
- Basic needs
- Psychological needs
- Self-fulfillment needs
WANTS
A need becomes a want when there is culture involved or by your own personal preference.
