Chris Newton is a marketing strategist, author, publisher, creator of sales, customer service and telephone training programs, and an online multimedia 'entrepreneur library'. He is a world class keynote speaker, and business mentor.
Asked the question "What is Marketing?" Chris dissected marketing into twelve components. He stresses that it is only when you optimise the components and see them as a 'systemised production line for profit', that new ideas, realisations, opportunities, and greater profitability flow. Enhance the performance in each component area and the end result is you multiply profits. Chris Newton's 'point of difference' is that he is both a strategist and a sleeves rolled up implementer in all twelve component areas, as well as an internationally acknowledged copywriter.
Those twelve component parts are:
- Accurately quantifying the NEED in the marketplace.
- Identifying and quantifying the TARGET MARKETS.
- Identifying the optimum MEDIA - online and offline - to reach the target markets.
- PRIORITISING the product offerings in the overall product mix, and defining and articulating a "unique selling proposition".
- Identifying and developing the most effective DISTRIBUTION CHANNELS, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market.
- Testing to find the most saleable 'package offer' for the products and services.
- Testing to find the optimum PRICING strategies.
- Effective PROMOTIONAL strategies, advertising and supporting collateral, "response generating" offers, and launch strategies, all consistently projecting the "unique selling proposition".
- Developing and documenting the SALES PROCESS.
- EXECUTION of the sales process - through people selection, selling scripts, development of supporting collateral, ongoing skills and attitudinal training, tracking, measuring and refining.
- Integrating sales projections into realistic PRODUCTION CAPACITIES.
- NURTURE PROGRAMS to optimise the lifetime value of the customer.
In short, marketing isn't "Sales" and it isn't replaced by "Word of Mouth". Marketing isn't something you do when you get time. It is what is happening around you every day. The key is "optimisation" of each component - one more productive and profitable day at a time.
"New ideas, realisations, opportunities, and greater profitability flow..."