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 Many businesses and organisations have a perception that marketing means promotions and advertising. They think being good at marketing is producing a glossy brochure and having an ad on the local radio or television. But marketing is much more than slick promotions and expensive pamphlets. It is about a process and having a clear strategy. It is also about structuring every aspect of your business to include a marketing function. It is also about understanding marketing strategies, the tools of marketing and the language of marketing. Many people are frightened or are put off by the jargon and concepts put forward by so called marketing experts. This article attempts to simplify the process. To provide a “how to” of what’s required to develop winning marketing ideas.  Many people also believe they are too busy or don’t have enough time or energy to develop marketing ideas. It doesn’t have to be difficult or complex. Many great marketing strategies are very simple and straightforward. In fact, I believe everyone has a great marketing idea inside of him or her just waiting to come out! What’s stopping you from taking the next step? My goal is to help you overcome any procrastination and provide a framework where your ideas can grow and prosper. How will I know if I’ve been succesful? Well if I’ve been entertaining and informative - I’m in the “Edutainment” business. And if I’ve delivered what I call the “Three H’s”. HEAD - provided information and knowledge that’s tapped into your head. Some useful piece of new knowledge or information that’s got your brain ticking over. HEART - Tapped into your emotions. Moved you in some way. Made you smile, laugh or get excited.  HIP POCKET - I have yet to find anyone not interested in money. My goal is that in this session you will pick up something - a new idea, contact or concept that will help you make more money.

Why marketing ideas are important?
 Ideas, creativity and the ability of turning these into practical strategies will become the hallmark of successful businesses in the new millennium. Leading organisations will tailor all of their activities around these concepts to create a culture where ideas, innovation and a can-do marketing attitude are fostered. Truly successful companies are now doing this by building brands and customer loyalty around these names and symbols. It is the brand and the marketing processes around the brand that are the assets of new companies in this information age. With the huge amount of change happening - businesses and groups that are quick, nimble and have an ideas focus will have the potential to carve out new niches. They will be marketing and media savvy. In today’s highly dynamic global business environment, truly successful leaders will know how to harness both marketing ideas and the power of the media.  We are living through some of the largest social and economic changes we’ve ever faced.  We’re in the midst of a great gold rush, the likes of which we haven’t witnessed in a hundred years. Marketing ideas are the gold of the 21st century.

What is marketing?
 What does marketing mean to you?  How would you define marketing? If you believe marketing is about selling or promotions, you’re only partly right. Marketing is much more. Here is my definition I give to clients, customers and people who attend my presentations and workshops. Marketing is ….. §           What you do to ultimately get or keep a customer. §           About positioning. §           About process §           Entering a new paradigm. It means structuring every activity within your business to meet the needs of your customer. Take a moment to compare your views on marketing with the latest thinking on marketing. Are you prepared to shift? To see how marketing touches on every aspect of how you interact with customers and how you run and operate your business. If you’ve been able to shift your focus and change your attitude on marketing its now time to move on and develop your BIG MARKETING IDEA.

Top 10 Reasons Stopping People Achieving their BIG MARKETING IDEA
 Many people never achieve their true potential in achieving their goals, dreams and aspirations. From my experience as a broadcaster, manager and marketer here are my Top 10 reasons stopping people from achieving their big marketing idea. 1.  Not believing it can be done. The belief system has to be really strong. You really have to believe you can do it to overcome the hurdles. In 1992, the 500 farmers who started this Co-operative with $5000 must have had a really strong belief system they could make it work. 2.  Doing Nothing.  Some people just don’t know what it takes. Instead of starting on a path they do nothing for fear of doing the wrong thing. 3.  Don’t think they have an idea or solution to a problem. Some people keep their ideas and solutions locked up inside them and neither see them or acknowledge them. It often takes an outsider to bring them out. Why not get an outsiders view of the challenge and brainstorm some solutions. 4.  Not believing you can make money out of it.  You often hear people moaning about being stuck in a job because it pays the bills or doing something because that’s the way it’s always been done. People are motivated by the need for food and shelter and your need to believe you can make money from your idea or solution. 5.      Don’t have time? Many people are caught up in the rush and “busyness” of today’s life. I’m not suggesting you add more to your life by adding an extra action point, job or task to your “To Do List”. I’m recommending you do less and eliminate something! If you watched one hour less of television per week that would give you 52 hours. What would you do with 52 hours of extra time? 6.  Don’t have enough resources? People often say they need resources - money, infrastructure, computers, printers and the like. But how much money does it take to write an idea down and then communicate it to someone else? 7.  Persistence! You’re likely to come up against a 100 barriers before you succeed. Persistence is vital in breaking through the barriers.
8.Is it practical? Is the idea or solution practical and does it work? Take the example of NASA in the US. They spent a million dollars developing a ballpoint pen that works in zero gravity! The Russians gave their cosmonauts pencils. 9.  Are you afraid? Many people are afraid of many things - success, failure, rejection or just being different. These fears can become barriers. 10.  Not being ready Many people are aware that what they’re doing is not what they really want to do and creating barriers for others. They recognise the need to change and shift their thinking. They’re just not ready at that moment in time to make the change. So that’s what’s stopping people from putting in practice their BIG MARKETING IDEA. What are the success factors for Marketing Yourself, Your Business and Your Co-Operative?

10 Tips on Marketing

In summary here are 10 Tips on marketing.
1. Clarify your mission.
 

2. Have a plan and set some goals and strategies.
 

3. Know your strengths and build on these.
 

4. Identify and talk to your customers.
 

5. Find out who your competitors are?
 

6. Put a value on your service.
 

7. Let people know about your service.
 

8. Add value to existing services.
 

9. Differentiate your service from others.
 

10. Evaluate and review on a regular basis.
  * Thomas Murrell, MBA, APS  is an award winning broadcaster, international business speaker and media consultant.  His company, 8M Media & Communications provides solutions to media and communication issues for Top 500 companies, Government agencies and leading Universities. He provides media training, media advice and keynote presentations on issues relating to marketing and media. He is the author of “China Media - The Ethics of Influence” ISBN 0-646-37451-6 and can be contacted at www.resources2000.com.au or 08 - 9388 6888.© Thomas Murrell, 8M Media & Communications 2000   

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