z
Marketing for your Enterprise
Entrepreneurship for the Creative Industries
Henry Loeser PhD

z

Marketing
§Definition
•Positioning your product / service in the marketplace
§
§
§

z
Marketing
§Marketing
§Mission, strategy, planning, research, analysis, tactics, branding, targeting segmenting,
messaging, delivering, evaluating

z
Marketing
§
§Strategy – Objectives, Plan,
§Research – markets, sellers, buyers, segmenting, targeting
§Message – Brand, Value Proposition
§Delivery – Targets, Channels, Engagements
§Evaluation – Metrics, Execution, ROI

z
Marketing
§Mission & Strategy
§Goals, objectives, plan

z
Marketing
§Research
§Objectives, strategy, data collection, analysis, conclusions

z
Marketing
§Research
§Markets, sellers, buyers, segmenting, targeting

z
Marketing
§Message
§Brand, value proposition, design, formatting

z
Marketing
§Delivery
§Objectives, strategy, channels, formats

z
Marketing
§Delivery
§Email marketing
§develop relationships for brand building with current and prospective customers

z
Marketing
§Delivery
§Content marketing
§consistently developing and distributing valuable content — blog posts, videos, infographics,
ebooks, case studies, interviews, white papers, etc.

z
Marketing
§Delivery
§Search engine optimization (SEO)
§making your website rank high in the search engine results pages (SERPs) for a certain term or
keyword

z
Marketing
§Delivery
§Social media marketing
§Facebook, Twitter, LinkedIn, Instagram, YouTube, Snapchat, and Pinterest to build your brand, grow
your following, establish relationships, and generate sales

z
Marketing
§Delivery
§Word of mouth marketing
§happy customers can positively affect other buyers’ intention to buy.

z
Marketing
§Delivery
§Influencer marketing
§people with a dedicated social media following — to mention or endorse your product

z
The Media Enterprise
§Delivery
§Offline advertising
§Radio, TV, print, outdoor, direct mail

z
The Media Enterprise
§Delivery
§Online advertising
§Display, search, native, paid social, affiliate

z
The Media Enterprise
§Delivery
§Community building
§a group of people — ideally, your customers and target audiences — who come together because of
their attachment to a product or brand.

z
The Media Enterprise
§Evaluation
§Metrics, analytics, execution, ROI,

z
Marketing for your Enterprise
Entrepreneurship for the Creative Industries
Henry Loeser PhD