Practical Marketing for Technical Professionals
Engineers and technicians are vital to our technology driven economy, but only if they are commercially aware. This workshop will show you how to combine your technological expertise with world-class marketing skills to improve your company's profits...and make you indispensable.
This workshop offers you the competitive advantage you need to prosper in the 21st Century. It will offer you the knowledge you need to outsmart, out market and outsell your competition.
WHAT IS INCLUDED?
- Receive a certificate of attendance in support of your continuing professional commitment
- All workshops include the associated hardcopy technical manual
- Printed workshop handouts
- Lunch and refreshments
- Interact and network with workshop attendees and experienced instructors
- Practical, industry driven content to assist you in your continuing professional development (CPD)
- Attendees automatically become IDC subscribers and receive exclusive deals and technical content every month
WHAT IS MARKETING?
- Various definitions
- The art and science of finding, keeping and growing profitable customers
- Changing your customers' perspective
- Using the marketing mix to change other people's customers into your customers
THE MARKETING MIX – THE 4 (OR MORE) P’s (product, price, promotion, place)
What message do you want to send? - (product)
What value will your customer be getting? - (price)
Which promotional media will you use? - (promotion)
- Print ads: creation to placement
- Direct selling: using the 5 conventional steps, combined with your technical information;
- Knowing your industry and your customers
- Resellers: making them an effective extension of your own sales force
- E-commerce: learn from other people's mistakes - know what works and what doesn't work
- How to use the Internet to your best advantage
- Direct mail: from database creation and maintenance to brochures and mailshot campaigns
- Technical articles: key points to writing them and how to get them published
- Press releases: from preparation to print
- Brochures: how to make them work for you; stop them ending up in the rubbish bin!
- Stationery: branding and image
- Events: why and how to stage them
- Promotional gifts: their appropriateness with 'special reference to company image
- Premises: how they reflect the company image
- Poes your company do what it promises?
- Word-of-mouth: how to get them to say what you want them to say!
- Measuring response how much bang are you getting for your promotional buck?
- What is your target market? (place) identify your target market and the people within it
BARRIERS TO OUTGOING MESSAGES
- Noise - interferences and interruptions
- Protective subordinates - secretaries who won't let you through
- State of mind - personal emotions
- Preconceived ideas - obstinate attitudes
- Knowledge level - technical understandability
- Lack of credibility - the company and product history
THE RETURN CHANNEL
- Sales staff relaying messages and hiding complaints
- Distributors - relationships and commitment
- Service/installation staff - people skills and work interpretation
- Receptionists - the face you present to your customers
- Accounts department (debt collection) - do they help or destroy the relationship?
BARRIERS TO RECEIVING
- Non-marketing staff and their role in marketing
- Insufficient technical staff
- Difficult order-taking process
- Poor reception facilities/staff
- Barrier secretaries and your prompt replies
- Recognition of problems and their solutions
PROBLEMS IN THE LOOP
Identifying problems in the marketing process and how to solve them
ANALYSING ORGANISATIONAL PROBLEMS
SWOT: How to get the system functioning properly
Creating a recognisable brand with which customers can identify
- Personal improvement
- Shared vision within the company
- Team learning
- Scenario planning
- Systems thinking with feedbacks and dead-time
A "learning organisation" will recognise that they consistently need to build on their strengths and work on their weaknesses to become unassailable.
TIME AS A DIMENSION
- The ongoing nature of marketing, and the need for consistent messages over long time periods
- Advantages of customer retention
- Costs of new customers vs retaining existing customers
- Understanding and preparing for economic and business cycles
- Making the cycles work for and with you
- Sharpening the axe by using the cycles to your advantage