Tips & tricks of the trade
When defining suitable marketing measures, you should build on your previous considerations. In the strategy section you have defined your customers, the markets in which you are active and how you distribute your products/services. Based on this information, you can now define suitable marketing measures. For example, you have defined that you want to address certain customers directly via the Internet and thus distribute your products/services. One marketing measure that takes this strategy into account is the creation of a website. To enter the marketing measure “Creation of a website”, select “Product users” as the target group and “Sales” as the measure type. In this way, you can step by step capture the marketing measures that will support you in achieving your strategy.
Explanation of terms
Target audience
External influencers: External influencers are persons and organisations that can neither be assigned to the product users nor to the (intermediate) traders, but can nevertheless influence the purchase decision. The following examples should help you to understand:
– Journalists who write about products and services
– Critics who judge films and books
– Female doctors who prescribe a medicine but do not sell it themselves
– Tennis coach recommending a specific racquet
– Professional associations that recommend certain products and practices
Product user: The product user is a person or organisation that uses or consumes the services offered in the market to satisfy personal needs or uses the services offered in the market to produce the services they offer in other markets.
Intermediaries: An intermediary steps in between the manufacturer/supplier and the buyer. This is an independent market actor with its own goals, strategies and marketing mix. The intermediary is part of an indirect distribution.
Action
Additional services: Additional services are services that do not belong to the actual activities of a provider, but enhance the existing offer. An example of an additional service can be the pick-up and drop-off service for clothes of a dry cleaner.
Pricing / Conditions: These are one-off actions. For example, special offers such as 2 for 1’s or certain temporary discounts can be regarded as pricing / conditions measures.
Sale: Various measures can be summarised under sales. An example of a sales measure is the creation of a website through which the products or services are sold.
Advertising / PR: This measure involves advertising or PR for a company’s products or services. Examples are posters, commercials, radio commercials, print media, etc.
Sales promotion: Sales promotions are actions that boost sales. An example of a sales promotion measure is the distribution of “Gipfeli” vouchers at a café.
Fair / Events: Here, the marketing measure consists of a company marketing its services at a trade fair or event.
