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From this article you will learn:

• Why is it important to understand marketing tools
• What are the main tools of the marketing complex
• To whom the marketing tools will be appropriate
• What are the unusual marketing tools
• What effective tools to take into armaments
• Which books read about marketing tools

Why are marketing tools so important

To convey to buyers information about the product, its unique properties, competitive advantages, promotions and discounts, companies use a whole arsenal marketing tools. With their help, they form interest in products, stimulate customers to make a purchase.

To effectively promote goods and services and retention of target audience, companies need to develop a separate marketing policy providing for different tactics to achieve their goals.

The key to the success of such a policy is to understand what methods and marketing tools will be needed to achieve planned indicators.

What is the importance of marketing tools for the company?

Everything is very simple and obvious: they allow you to make it products more recognizable and popular with consumers and thus increase sales.

Select a suitable marketing tool is not as easy as it seems. It is necessary to take into account many factors: marketing purposes, company strategy, the situation in the market, the size of the budget for advertising, etc.

Consider for a start, what types of marketing tools exist.

Basic tools Marketing complex

Most marketers in their work use the classic scheme of the marketing complex - 4P (Product, Price, Place, Promotion), which includes:

• commodity policy
• price
• sales
• promotion policy (communication).

All major marketing-mix tools are grouped in these four directions. Consider more each group.

Product Policy

Her main motto: "It is necessary to produce what is in demand in consumers, and not try to sell them what you have produced." With the help of product policies, you can answer key questions: what products to produce, for whom they will be designed, how they should look and what should be quality.

Marketing policies are directly related to the production and marketing strategy of the company. Therefore, any marketing solutions of a strategic nature (market segmentation, definition of target audience, positioning of goods or service) must be taken before investing in production.

The Group "Product Policy" includes the following traditional marketing tools:

• product;
• an assortment (output to the market of new products, removal from the production of assortment units that are not in demand in consumers);
• brand, brand;
• packaging;
• additional services offered when selling;
• guarantee;
• service maintenance.

Price policy

The pricing process depends on the set of factors. The price of goods or services should cover not only the cost of production, but also for shipping, advertising and other sales costs. The retail price may be in the range between the minimum, covering all the costs of the seller, and the maximum, which is willing to pay the buyer.

The question arises logical: What is the effect on the pricing of marketing tools? How will affect the sales volume of discounts, provision free shipping and various additional services?

It all depends on the purposes of the pricing policy that the organization sets itself. It may be:

• maintaining the company afloat in the break-even zone or, on the contrary, profit maximization;
• conquest a certain market share;
• application of the "Elimination of Cream" policies;
• short-term sales growth.

Another nuance of pricing policy is to promote cheap products requires smaller costs of strength and time than more expensive goods and services.

Here are the main tools of the marketing department, which are used in practice:

• pricing;
• discounts, promotions, bonus programs;
• price strategy.

Sales policy

Modern marketers prefer instead of a narrow term "Sales" to use a wider concept of "distribution", which means not only the physical delivery of goods in a commerce, but also a set of measures to promote goods and partially service.

Thus, distribution is a set of tools to promote products from the manufacturer to the end user, which includes the distribution of goods in a market segment or in a certain region, support for stable sales indicators, providing pre-sales and after-sales service.

The main goal of distribution is to make the consumer who can buy goods.

Distribution, or Sales in a broad sense consists of four main elements, for each of which has its own set of marketing tools:

• sales Channels, Grade (Wholesale, Retail, Direct Sales, Online Store);
• sales process, distribution or trad marketing;
• material processing, logistics (warehousing, transportation, stock management, cargo receipt);
• marketing logistics (Order Management, Contract Terms: Terms of payment, Delivery, Minimum Party).

There is similarity with the distribution of the concept of "Trade Marketing". It also means promoting products from the manufacturer to the buyer. The difference is that the focus is on the search for the most efficient version of action for all subjects of the promotion chain.

Thus, trad marketing aims to meet not only the needs of customers, but also members of the shopping link.

Trade marketing can be viewed from different points of view. From the position of the marketing approach, it is a set of marketing tools designed to achieve a goal to ensure the presence of the company's goods in retail outlets at a certain price in the most favorable locations.

From the point of view of sales, trad-marketing is a set of activities aimed at stimulating product sales.

Treed marketing tools are used in the following directions:

• sales promotion;
• special events;
• merchandising.

Promotion Policy (Communication)

The company's communicative policy answers the question how to promote goods or services to consumers. Under Promotion, we understand any actions of the company aimed at informing potential customers, stimulate them to make a decision on buying, work with objections, etc.

The choice of certain tools for promotion depends on the characteristics of a particular product or service. If the company is engaged in manufacturing production and technical products or the implementation of expensive goods, in this case personal sales are suitable. If we are talking about products from the mass market category, then you usually use advertising.

Also, depending on the product life cycle stage, marketers can apply various ways to promote. When the goods are only withdrawn to the market, it is better to use advertising and exhibitions as marketing tools. During the recession of sales it is worth paying attention to the stimulation of sales and focus on personal sales.

Advertising as marketing tool

Advertising is the most effective element of the marketing complex, providing product promotion and sales growth. But it is not worth paying too much attention to her, forgetting other marketing tools. Otherwise, a company may get a reverse effect from such an advertisement: instead of attracting, it will cause negative reactions and drop sales.

In practice, there are various approaches to the definition of advertising costs:

To optimize the process of choosing and using advertising tools, it is necessary to develop an advertising campaign plan.

The basis is taken by information on the promotional product (its consumer characteristics and compliance with the needs of buyers), about the state of the market as a whole and individual segments, the level of demand and forecasts of its change, on the actions of competitors.

Marketing Promotion Tools

Under the promotion tools are the marketing methods and techniques that the company uses to stimulate sales of their goods or services in the market.

In practice, most organizations apply the following five major advanced tools:

• Advertising.

About this instrument Marketing was mentioned above. We will add that it is distributed in various ways: external advertising (billboards, advertising on transport and inside it, inscriptions on asphalt, promoters, etc.), internal advertising (in cinemas, shopping and business centers, airports and train stations), Internet -Relma (contextual, targeted, etc.), etc.

• Public relations (PR).

This promotion through the popularization of products and stimulating demand by conducting seminars, performances before the target audience, publishing articles in periodicals and the Internet, sending a company catalogs, etc.

• Sales promotion.

This is the promotion of goods by increasing sales in the short term. It is achieved by providing discounts by buyers, holding contests, drawing and lotteries, distribution of probes, etc.

The main disadvantage of this approach is a short-term growth in demand, the enterprise carries the hidden costs associated with the marketing campaign.

• Personal (personal) sale.

It is promoting products through the direct communication of the seller and the buyer through trade presentations, business meetings, organizations of industrial exhibitions and fairs.

• Sponsorship.

It is about providing money to a sponsored company for conducting any event subject to advertising information about the goods of the sponsor and its brand.

In addition to the listed tools for promoting products in practice, direct marketing also applies.

Direct Marketing Tools

Direct marketing is a direct communication with a potential client providing for an immediate feedback. Stay the following direct marketing tools:

1. Direct Marketing by mail (Direct-mail) - when relations with the consumer are established by sending electronic letters, advertising leaflets and booklets, test samples, etc.

So that the client does not send a letter with an advertising message to the Spam folder, you need to write it correctly: the reader from the first line should understand why you need your products or service. A detailed description of the product characteristics is better to leave for the second letter.

1. Marketing in catalogs - this is promoting the company's products through advertising in catalogs that apply to potential buyers in shopping centers or e-mail.
2. Telemarketing - Telephone sales, which are carried out by designing orders by phone from customers who have seen advertising goods in the media or in the catalog. To stimulate demand, it is better to use free telephone lines so that customers do not think about the hotline.

According to statistics, telemarketing is able to increase advertising conversion indicators by 0.7-5 percent. And first of all it concerns the mass market products. When implementing industrial goods (equipment, raw materials and materials, etc.), telephone sales can increase by 15 percent.

1. Television marketing - It is promoting products through advertising on television. The immediate reverse reaction of the audience is achieved through the provision of preferential conditions for the purchase by a limited number of people who read the first.

In addition, television marketing is also popular on paid TV channels, where they collect applications for the purchase of goods at better prices than on average on the market.

• Ambient Media.

• Product sitting.

In order to bring a new product to the market or increase sales of positions from the current assortment, the company offers people, whose words are listening to consumers, test the product and express their opinion. Similar test drives often hold bloggers on their pages on social networks.

• Crazy PR.

Come up with some crazy idea and embody it in life (observing the boundaries of the reasonable and norm of decency, of course). Just do not forget that such an advertisement should fit into the product positioning strategy or brand.

• Stormitelling.

Even before the development of commerce and the appearance of advertising, the most effective in terms of promotion of goods was phrase: "Let me tell you one story." Stormitelling (storytelling of stories) - an effective marketing tool, which inspires, motivates and, of course, sells.

• Traileyment.

The name of this tool comes from English Tryvertising, where the first part of the word "Try" means "try".

Modern consumers want to test the goods before making a purchase decision. They are not ready to pay for the "cat in a bag." Therefore, offer to potential customers closer to get acquainted with the product - apply cream on the skin, taste the new grade of chocolate, take the car to the test drive, lie down on the orthopedic mattress.

We think that there is no need to talk about the effectiveness of such marketing tools.

• Sensitive marketing.

If you want to increase sales, affect all organs of the senses of customers. Examples of this approach can be found everywhere.

For example, the aroma of fresh buns on the street next to the bakery menant passersby and make them go inside. Dynamic music in mass market stores stimulates customers quickly, without unnecessary to make purchases. The pleasant sound of the door in the BMW car when slamming creates a sense of status.

• Identity Marketing.

Often the company with the same targeted audience lines their marketing strategies and tools in such a way that they become similar to each other as Gemini. In such a situation, Identity Marketing will help to identify the distinctive features of the company or brand, form its uniqueness and convey this information to consumers.

• Dead Marketing.

This tool is very unusual for Russian companies. It is used to promote overseas organizations. They assume obligations to maintain and maintain order on the graves in the cemetery.

On the one hand, the company thus show their social responsibility to society, on the other, advertise themselves to the visitors of the cemetery.

• Shockvertising

The name of this marketing tool also has English roots. It consists of two words - shock (shock) and advertising. Shocking advertising is all shocking, causes outrage and even disgust.

Such a tool use only bold and ambitious companies. After all, before carrying out such an advertisement, you need to thoroughly weigh all the pros and cons and be prepared for the fact that part of customers from you will leave.

Social marketing tools that do not need to write off

Social marketing is a way to promote a product or brand by impact on consumer preferences, promotion certain style Life, advertising fashion trends.

This is one of the newest marketing tools. It appeared relatively recently, about 10 years ago due to the deterioration of the environmental situation in the world, a large number of low-quality food on store shelves and the depletion of natural resources.

The most active social marketing is applied in the projects of medical and environmental orientation, as well as in charity. In recent years, the speed of social marketing programs in education and commerce is gaining momentum.

The main goal of social marketing, regardless of the specifics of its application, is in the formation of the loyalty of the target audience due to the Association with the social programs carried out.

From this purpose, the following social marketing tasks flow:

• analyzing the target audience;
• development of measures to strengthen the loyalty of potential customers;
• strengthening company positions or brand in a market niche;
• improving the quality of goods sold or services;
• improving the quality of life of the target audience or society as a whole due to the implementation of the marketing campaign.

In the context of the global computerization and development of information technologies, the company began to actively apply social marketing tools in social networks, allowing not only to form a portrait of the target audience and analyze its preferences and needs, but in a short time to increase demand and increase the loyalty of consumers.

There are many colorful examples of applying social marketing tools in the activities of famous companies. Thus, McDonalds practically takes an active part in solving the social problems of society. One of these directions is charity in the field of orphanhood.

The company calls on its clients to provide all-in-child assistance to children without parents, and herself regularly lists significant amounts in need.

The world-famous brand "Coca-Cola" also uses social marketing tools in their work.

After it became known that the components harmful to human life and human health, the company banned their use in the country of production by changing the formulation and losing millions of dollars. Losses "Coca-Cola" wrote on charity.

Considered examples confirm the significance of social marketing tools for successful development and effective promotion on the market of large companies. Organizations interested in entering the world market and increasing the client base must work with social response to strengthen consumer loyalty.

Who will use marketing tools territories

Marketing territory (territorial marketing) is the promotion of a certain region, taking into account the interests of internal and external subjects in order to attract the attention and investment of the latter.

The following elements of territorial marketing are distinguished:

1. Promotion of the territory - Promotion of the region as a whole. Marketing activities can be carried out both on the territory and abroad. Their main goal is to promote the brand, the formation of a loyal relationship, increasing the popularity of the region.
2. Territorial trade marketing - Promotion of products and services that are manufactured and consumed in the region.
3. Exterritoring trade marketing - promotion of products and services that are manufactured in this region, and consumed beyond.

Key subjects of territorial marketing:

• manufacturers of goods, works, services;
• consumers;
• financial intermediaries;
• information mediators;
• state authorities of the municipal and federal level;
• public structures.

The main customers or initiators of marketing activities of territorial importance are commonly served by local entrepreneurs engaged in the production of goods in the region.

Territorial marketing pursues the following objectives:

• an increase in the number of programs of international, federal and regional importance, in which the territory takes place;
• strengthening the inflow of investment capital;
• expanding the client base of local producers of goods and services;
• formation of a positive image of the region, strengthening its business reputation, increase competitiveness.

There are four main tools of territorial marketing aimed at developing industrial sectors, stimulating the export of local production goods and attracting investments:

• marketing image of the territory;
• attraction marketing (for example, in investment);
• infrastructure marketing;
• marketing staff.

But, as you understand, it is very large, and therefore expensive. Then you can go to another way - on the Internet, where information is available in any country and its price beats the pocket is not so strong.

Consider practical internet marketing tools that apply modern companies to promote products on the market.

• SEO.

SEO -Potimization of the site, marketing tool to raise the Internet resource in the issuance of the search engine. In order for the user to switch to the company's website, he must see it in the search engine on the first page - the closer to the beginning of the search, the better. The overwhelming majority of webmasters use SEO to increase incoming traffic.

• SMM.

SMM - use of social networks to promote brand or firm. Users enter the company's page, get acquainted with the range of products, ask clarifying questions, read reviews about the product and make a decision to buy.

• Targeted advertising.

Targeting advertising is an advertisement that is shown in social networks to a specific group of users. You can choose in the settings which people should see the advertising message (for example, women under 35 years living in Moscow).

The user who was interested in targeting, clicks on the link and redirected to the company's website, where it can read the goods in more detail and place an order.

• E-mail marketing.

This is a marketing tool, with which the company communicates with customers by email. For a company E-Mail Newsletter - a great way to remind regular customers about yourself, to make a profitable offer or find out whether the customer is pleased with the purchase. And new users through letters can be told about the company and offer to make an order.

In recent years, email marketing loses its effectiveness, since many people have such newsletters immediately fall into the Spam folder.

• Mobile applications.

With the help of mobile applications, companies can increase incoming traffic to the site and increase sales. More than half of users are looking for information on the Internet via the phone or tablet, so they will appreciate the convenient service.

So, Uber and Yandex.Taxi thanks to the release of mobile applications, there was practically a classic taxi, where to order the car you need to call the operator.

• Banner and teaser advertising.

Banner and teaser advertising are marketing tools that are used to promote goods banners with images and text (tizers). The user who saw the advertisement on the site clics on it and goes to the company's website.

• Viral advertising.

Viral advertising is an advertising message that users independently distribute on the Internet (videos, pictures or texts). The use of this marketing tool requires a certain professionalism. Many companies are trying to make such an advertisement, but few people do.

• Content marketing.

Example Blog Typography "Vodyloo"

Content marketing is the creation and publication of interesting and useful information on the company's website, on a social network page or other Internet resources. Users interested in content may further become permanent customers.

Now blogs lead many: small and large business, Ceboribriti and ordinary people.

• Native advertising.

Many companies use this marketing tool to promote their products or services. It is best that it turns out from large corporations and famous brands.

• Messengers.

Another gaining turnover tool marketing is messengers - mobile services intended for communication users. Companies use them to maintain contact with customers, because it is much easier to do through a mobile phone, which is always at hand than through a computer.

B2B marketing tools on the Internet and not only

Website

Example of the site of the company "World Pelleet"

Unlike B2C in B2B-segment, the site should be more specific, concise, but at the same time informative. It is not enough to place useful articles about the product and the company, it is better to use more efficient tools - videos, infographics, presentations.

Qualitative and interesting content is the key to the success of your site. Concerned users themselves will share links for useful information with colleagues and partners. Do not forget on each material to place the company logo with reference to the site.

When making a decision on cooperation, your future partner will take into account different factors, including your business reputation. It is very easy to do through the Internet. The search engine will issue all the information about the takeoff and falls of the company, its successes and misses.

Therefore, when developing a marketing strategy for the B2B site, it is necessary to pay attention to working with the reviews of Internet users. To pre-test your Internet resource for accounting for the view of the Task Force Answer the following questions:

Work in this direction will improve the efficiency of used internet marketing tools and increase customer loyalty.

Event Marketing

This is one of the effective, more than once proven in practice, marketing tools, but the effect of its use is more totable in the B2C segment than B2B. Nevertheless, the results from communications with customers after using the Event Marketing is high enough.

Consider how this marketing tool works using the example of Mobile World Congress - a popular industry event that takes place annually in Barcelona.

This event allows a large number of vendors from the telecommunications industry to present the target audience to their latest developments and new items. At the same time, the percentage of concluding contracts after the event is very low.

Despite this, Mobile World Congress gives participants a chance to present themselves to consumers in the most favorable light. That is why companies will not be bought to design stands, the creation of presentations and videos, pay great attention to the design and hospitality.

In Russia, such events are also held in Event Marketing, where participants exchange experience with their colleagues from other companies.

Also in our country are popular and closed event events for which the organizers invite only their customers. This allows you to expand the client base, directly communicate with important buyers by setting more trusting relationships with them.

The most effective marketing tools for today

contextual advertising

Contextual advertising includes and posting ads in search engines, and advertising on Internet resources, which works through affiliate and teasers of other companies, such as Google Display Network and Yandex advertising network.

This is one of the few marketing tools, the costs of which during the crisis are not reduced, but, on the contrary, grow. With a professional approach, efficiency contextual advertising May be very high.

A huge number of companies attract visitors to their sites by placing advertising messages on thematic Internet resources. More precisely, contextual advertising is configured, the greater return it will bring. So, promote goods better on sites corresponding to their subjects.

For example, children's clothing and diapers are better advertised on forums for young mothers or in women's blogs.

Mobile marketing

This marketing tool is used to analyze the target audience according to the model of the mobile phone used, the region of finding, sexual characteristics, etc. Conducting advertising campaigns focused on a narrow group of mobile users gives high results.

Mobile marketing is gaining momentum, since the number of people leaving the Internet is growing annually and on different counts today is from 20 to 50 percent of all Runet users. This explains the need to adapt Internet advertising under mobile devices.

Despite the large number of users, mobile marketing in our country is not yet applied in full. The level of competition in this segment is quite low enough. Therefore, the firm that can properly configure the advertising campaign can quickly get the desired effect in the form of user inflows and sales growth.

Lidogeneration

Lidogeneration is one of the most popular modern marketing tools. To promote the product and attracting users within this approach, various elements are used: application form, lending, forms of special segmentation of the audience, thematic distribution and stocks to get a direct response from the client.

Lidogeneration allows you to most effectively spend the funds of the advertising budget. Unlike traditional marketing tools based on working with "cold" and "warm" consumers, lidogeneration directly interacts with the prepared target audience, which significantly saves the company's time and money.

At the dawn of development of Internet marketing, the site promotion strategy was built on an increase in incoming traffic, the growth of the number of views, an increase in the rating of the Internet resource in search engines. At the present stage, the management of marketing tools is aimed at a thinner work with the target audience.

A large number of hits now gives little company or brand. For sales growth, it is necessary not to maintain a positive image from consumers, constantly flammable with them before our eyes, and stimulate user activity, which will be reflected in the number of applications, orders, reviews, etc.

Lidogeneration will be effective, provided that the target audience is properly segmenting the target audience, screening the "cold" customers and focusing on the most active (those who are interested in the product or company, calls the Call Center, asks questions about the online consultant on the site, draw up orders, etc.) .

Unlike branding, lidogeneration is aimed at great coverage of users, but to increase the efficiency of a single advertising campaign.

Blog

An example of a pension blog for the elderly "Autumn of Life"

The blog is another popular Internet marketing tool. Wide use of blogs to promote goods and companies is associated with a variety of factors.

First, it is economic efficiency Use of electronic journals. Companies hosting useful content on their own Internet resource, do not just spend money, and invest in their promotion.

This is due to the fact that all funds that go to the development of the blog will contribute to the development of the company in the long run, in contrast to advertising costs that are short-term effect.

Secondly, it helps the company to keep in touch with consumers, influence their preferences, stimulate the desired behavior (ordering).

Thirdly, blogs generate organic traffic due to the use of a wide semantic kernel.

Fourth, the blog makes it possible to maintain communication with users in online mode, which creates a positive company image and increase customer loyalty.

Despite the many advantages of the blog to promote products and companies, the effectiveness of its work will depend on the method of use. With competent application, the blog can be an excellent platform for brand or product advertising.

Top 5 books about modern marketing tools that are not mentioned in the article

This book is a real practical guide to create branding capable of bringing high results. Marty Newmeyer formulated key principles of effective marketing and painted an action plan for its implementation.

After reading this book, you will learn how to make customers, overloaded information about new products and services, the offer from which they will not be able to refuse.

The author will reveal you the main secret. successful Marketing: How to satisfy customer needs in such a way that in the long run the number of buyers and the average check size just increased.

There are several options for translation book name. One of them is "differentiating or dying." Despite the fact that the book came out relatively long ago, ideas that share with readers Jack Truut is relevant until now.

1. Andy Sernovitz "Sarafan Marketing. How smart companies make them talk about themselves. "

People are often divided with familiar and relatives of their impressions about the products and services that they use: cars, mobile phones, medicines, travel agencies, services of doctors and manicure masters. They can give both positive and negative feedback, recommend the favorite brand to all friends or users on the Internet.

Is it not about such advertising every company dreams? And it is very simple to achieve high results: you do not need to be a marketer guru or spend a lot of money for promotion, it is enough to know how to independently turn on and off the srangian radio and how to make people talk about your brand or company.

Answers to these questions you will find in the book Andy Sernovitz. The author will share with you secrets on how to create an informational reason for talking about brand, and how to use it for its promotion.

The author of the book is one of the most popular marketing professionals. Seth Godin criticizes classic marketing tools - advertising on television, cold calls and similar things that cause a negative reaction from consumers.

In his book, "Trust Marketing" Seth tells how to set up a system of incoming traffic so that new customers searched for and find you.

There are many books on the market for sales tools and marketing, but only Igor Mann collected all the well-known marketing tools that sales managers should own.

• tools required for use before meeting with customers;
• tools applied at a meeting with customers;
• tools that should be used after meeting with customers;
• additional tools that will be useful to employees of the Sales Department.

This book will be interesting and marketers: the author amounted to a special check list that they can do in the shortest possible time for a key internal client - sales department.

Sales Managers and their leaders will find in this book list of what should be asked for marketers to increase the efficiency and efficiency of working with the client base (or what to do itselves if the organizational structure of the company has no marketing department).

Please note the marketing creates the possibility of exchanging information between business and customers. This company uses various marketing tools that allow the transfer of important information to stimulate customer interest and form the motivation of follow-up actions. To attract the target audience and build a successful business, you will need to use several tactics at once.

The key to success is in understanding which marketing tools you will need to perform the tasks.

Why are marketing tools so important?

The answer to the question is extremely simple and obvious - increase your sales and increase the popularity of the brand. But in order to choose the optimal toolkit, you will need to take into account the current business objectives adopted by the company's marketing strategy, the behavior of the target market and the restriction of the advertising budget.

Practical tasks in the selection phase of marketing tools:

• Traditional media: Such as billboards, banners, newspapers, magazines, television, radio and reference books, as well as related processes for the creation of printed advertising, commercials and press releases. The main focus - the coverage of a large number of people to ensure success. The advertising message must push people to the thoughts about the need to purchase. This is an expensive marketing tool, however, traditional media remain the most reliable source of information.
• Digital media. Modern computer technology and software Allows you to target potential customers. And that is very important, this kind of communications will measure and gives you the opportunity to quickly receive data for analysis. Digital marketing tools include:, mobile marketing, interactive banner advertising, email mailing and so on. One of the key components of success is the availability of web analytics, the means of which provides information on online activity and interests of your visitors, geography potential consumers and query lists (keywords). This is the most effective tool in the presence of appropriate experience.
• Social media. Forums and blogs are a separate subset of digital media. At the same time, the main purpose of social media is to establish trust relationships with the target audience, which makes it possible to increase the involvement of potential customers and identify their preferences and interests. This type of communications offers low-cost tools with potentially high profit.
• Promo elements: Such advertising elements, like brochures, business cards, selections of materials for the press, business cards. They are also equally important tools of the marketer. Some of these elements include a large number of detailed information and allocate distinctive features of your business. So you provide consumers contact information About Me. Promotional elements contribute to brand recognition, but when they are used, it is necessary to consider the cost.

Conclusion

The proposed classification can be easily expanded using other criteria. For example, in which direction the information should come to the outside world or within the company itself. Internal marketing is also an important aspect of the marketing strategy. You may need to send various messages or detailed information for employees, shareholders and partners. Goals vary, but usually, internal marketing is an attempt to give an incentive inside the company for the implementation of new products in the outside world.

Functions and marketing tools. All they say about them, but few understand what is hidden under these words. Let's try to figure it out in more detail and finally find out what these guys are blinded from.

Marketing function - organize and implement the exchange process between the manufacturer and the consumer. In other words, this is a combination of the main directions, the rules of the enterprise depicting the content of the marketing approach to the organization of business.

Analytical - Research and analysis of the external and internal market. Analytical marketing function is a market research in itself, a study of buyers, a company's share study, product research, an assessment of the internal environment of the company.

Production - organization of the issue of new products, organization of collateral, monitoring of industrial quality. The essence of this feature is concluded in the development of new products, which would most comply with customer requests. Marketing activities It affects the production directly, trying to present this process to sufficiently flexible, able to engage in the production of competitive products in accordance with feasibility and economic requirements and with relatively smaller costs.

Sales - Organization of the process of broadcasting, service, organization of the procedure for the formation of demand and active impact on the sale, education of commodity and pricing policies. This feature Focused everything that could happen to the goods on the segment of time after its release and before its consumption. The order of execution provides the manufacturer (and the buyer) conditions under which products are located in the place where it is needed, and in such an area in which it is in demand, and such a quality assumes the buyer.

Control and control function It is an organization of planning and control purposes, information content management and communicativeness. This function involves the adoption of the most possible systematicness and proportionality in the functioning of the company, mainly in the process of prolonged strategic goals.

What are the results of marketing functions

All listed marketing functions may well be displayed by a cyclic process. This is in order performed measures for marketing analysis, production process, Sales and evaluation of results.

As you know, the goal of marketing is to study and meet the needs of buyers and society as a whole with a profit of a particular company. In most cases, marketing is started to think only when it takes an elementary advertising campaign to increase the sales of a certain product. Immediately make a mistake - this is an erroneous tactic. In fact, in the case of faithful and timely use and application of different marketing tools to promote the company to the market, it is possible to achieve the desired result.

With the right organization of marketing functions, they should penetrate the entire structure of the company's management. All marketers are guided in their work the most common and simple scheme of the 4P marketing complex and affect commodity, price, sales policy and promotion policies.

Product Policy. It is based on the principle that claims that it is necessary to produce only the product that is extremely demanded by the modern market, and not to promote what has been produced. This category includes the following marketing tools:

• products;
• product range;
• trademark;
• packaging;
• auxiliary services or comfort for sale;
• warranty and service.

Price policy. The pricing process depends on several factors. The cost of goods should include not only production costs, but also costs associated with the sale of goods. Here marketers enjoy such tools:

• pricing;
• discount system, promotional cost, bonuses;
• price strategy.

Sales policy. Currently, the marketing "Sales" is considered in a somewhat large-scale meaning, namely, as "distribution", which implies product delivery to the place of sale, while organizing a variety of activities to support sales and different service actions.

Communication policy. It is able to solve the tasks relating to the choice of the method and method of promoting products to the market and through which it is promotion. Promotion is a combination of various actions that the company uses to inform customers, incidents them to buying and reminding them of their products.

RESULTS ON MARKETING TOOLS

As you can see any enterprise can take advantage of any marketing tools, and there are many of them in modern marketing. This figure has already reached 5 thousand. As a result, the selection of a particularly appropriate combination of existing tools in order to implement the company's marketing plan and is the most important task of marketers.

Well, as a final touch, we suggest you see a really very useful video. I hope you master it and say thanks 🙂

For growth, take-off and reboot business, "My 119 most favorite marketing tools". At last! To say that it was useful - nothing to say. I can not tell everything (8 hours do not fit in any way), so I chose one of the curious topics - non-standard marketing tools.

You didn't even hear about many of them. But the more interesting will be read - and apply. As Igor Mann himself says: "Few people know about new and revolutionary marketing tools. Few people decide to try them first. And in vain. " Know and do - this is what the most important thing.

Periodic system of Marketing elements Manna

What surprises immediately - this is the own system of elements Igor Mann, which he developed 15 years. Almost like Mendeleev 🙂 only about marketing. The table has blocks (for example, Opidoids, competitors, attracts) and actually elements with merry names - acelness, brandies, do not know, plusium, who are advantageous for useful and serious content and years of work.

Non-standard marketing tools are just element No. 46 of the Bolium.

10 non-standard marketing tools

Go to the most curious - unusual marketing tools. At the same time check yourself. Let it be a mini-test: mark which of the names you heard at least one day.

1. Ambient Media.

2. Product sitting

3. Crazy Pr.

4. Stormitelling

5. Trailezing

6. Sensitive marketing

7. IDENTITY MARKETING

8. Dead Marketing

9. InBound-Marketing

10. Shockvertising

Well, how much did it happen? Even if not so much, do not be discouraged. Now learn what is hiding behind each name.

1. Ambient Media.

Non-standard advertising that penetrates the environment of the target audience. Simply put, it is embedded in our daily life. And surprises. Of course, the brand message also broadcasts. Such advertising is placed on the walls and roofs of houses, on sidewalks and transport, in shopping centers and cinemas, on benches in squares and stairs. In general, anywhere.

They guessed why the escalator works? Elementary, Watson: Business in Duracell batteries.

Ambient Media in Malaysia, -

And here are still cool examples of Ambient Media (leaf photos by arroders).

2. Product sitting

Before bringing the product to the market, the manufacturer sends samples to consumers (but must lead the leaders of opinions) to find out their opinion and then spread it through other channels. Only the end user will give fair feedback and indicate all flaws.

3. Crazy Pr.

The name speaks for itself. Easy (and sometimes oh-oh is very heavy) Crazy - only benefit. Take any extravagant idea - and forward, incarnate. The main thing is not to move the boundaries of reasonable (and decency too) and make sure that Crazy PR fits organically into product positioning, services or brand itself.

A bright example is 3M, a manufacturer of heavy-duty glass. On the streets of Vancouver installed structures that caused interest in passersby: the glass was quietly lying 1 million dollars. Anyone could smash the glass (ha ha) and pick up money.

Repeat it only if you are 100% sure of your product, -.

But no attempt was crowned with success. Surely 3m received a lot of new customers 🙂

4. Stormitelling

Long before the appearance of the first business, six strong words in all languages \u200b\u200bwere: "Let me tell you one story." Storitelling, or storytelling of stories, - a tool that inspires, motivates and, naturally, sells.

If you know how to turn the usual story in the grandiose, to force the audience to laugh, wondering and inspired, you will not be equal.

5. Trailezing

You yourself can easily guess what kind of tool, when you see the word in the original - Tryvertising. Spread it into two parts - and voila, the meaning will be on the surface. One of the values \u200b\u200bof the verb Try - "try". This is all salt.

Before you buy something, a potential customer can get acquainted with the goods closer - scroll through the book, take a car for a test drive, put a droplet of spirits on the skin and feel how the fragrance will open. People no longer want to buy a cat in a bag. In addition, such a marketing tool will increase loyalty at times.

Trivatayasing is not only offline tool. Recognize the book? 😉 -.

In addition, it is honest. If a person does not need a product, he will not buy him and will not spend money in vain. And confidence in the company will remain.

6. Sensitive marketing

Affect all five senses - and get the result you need. We meet with this tool everywhere. Unobtrusive music in coffee shops (fast or slow - depending on how the owners want to manage the behavior of visitors), the smell of fresh pastries in the supermarket, increasing sales almost on ⅓, the elegant sound of the BMW slamming doors - all these are examples of sensitive marketing.

Color matters. VW series M can be recognized from afar, -.

Igor Mann told: "Once at one of the conferences, I talked with the author of the book on sensitive marketing by Martin Lindstrom. I admitted to him that two years before him wrote that marketing should affect 6 senses. He was surprised: "What is the sixth?" "This is a sense of humor," I replied. "When a person laughs, he is easier to break up with money." "

7. IDENTITY MARKETING

It happens that brands with a similar target audience line up marketing so that they themselves become similar to each other. Here, Identity Marketing comes to the rescue - marketing based on the distinguishing features of the brand. You need to show customers what you really are. You can remember the word "uniqueness" before the dental grincling, but here it is appropriate.

Each company has its own face. Think than you are not like others. And convey this thought to customers.

8. Dead Marketing

It is completely atypical to our country tool. The company takes care of the graves - there are social responsibility here, and marketing in its pure form: there are many people in the cemetery, and they all see what company cares about those who have gone.

9. InBound-Marketing

InBound-Marketing (or InBound) is the promotion of the website of the company or product in search engines using a blog and email mailing with an interesting and useful content to the target content audience. User using search engines is looking for a solution to his problem - and, interested in materials on this topic, published in your blog, goes on you.

It was from here that the InBound name took up - incoming marketing (sometimes called involving involving marketing).

Want an example? Read our blog and subscribe to the newsletter on self-development 🙂 -

InBound-Marketing works well:

• for companies with a long sales cycle (6+ months) - when customers are required considerable time to understand the essence and benefits of the product;
• for companies that bring a new product to the market, want to formulate them to establish themselves by experts;
• for companies in highly competitive markets, where the cost of the ads of contextual advertising is very large. In this case, inBound-marketing makes it possible to get targeted traffic from search engines with less costs.

Creating high-quality content for all InBound-marketing rules - the process of long, time-consuming and painstaking. But the result is worth it.

10. Shockvertising

Those who are friendly with English are again easier than others. The term is formed from two words - Shock (I think the translation is not required) and advertising. All the most atypical, indecent, shocking, terrifying, causing a negative (although not always) and indignation is a shocking advertisement.

Social advertising that warnsing that emoticons is not necessarily a sign of friendliness, and people can communicate with children on the Internet not with the best intentions -

Tool for bold. It is necessary to use it very carefully, to calculate the possible response of the audience and be prepared for the fact that some people will refuse your products or services.

Multi-valued associations, surprise in Cuba, attracting attention - all this shockvertising.

Where to get something new?

If you want to experiment and are looking for new marketing tools, Igor Mann advises to choose one of three options: to find, "steal" (as an artist, of course) or come up with.

To find

The most affordable channel to search for new tools - Internet. Search for information on the phrases "New Marketing Tool", "New Communication Channel" and Similar words.

If you know English, then the chances of catching a new tool in the network earlier competitors increase significantly.

Not bad channel - books. Not to read everything yourself, so you can run a "book club", whose participants will read on one new book per week

and to represent the rest of her brief content and hoped from there "Chips". Another excellent channel - Events: conferences, forums, trainings, seminars and master classes. You can find a lot of interesting things.

Reading - the first line of defense from vacuum in the head, -

Steal

Monitoring market leaders (not only national) - or benchmarking - a great opportunity to see what companies defining the tone on the market. If something started to do, perhaps, it is worth noticeing to you.

Memo from Austin Cleon to those who want to steal with the mind -.

Come up

Sometimes a new marketing tool is born in the depths of the company. True, the leaders are often too conservative and careful - not everyone is rolved.

Albert Einstein said somehow: "It is stupid to expect another result, continuing to do the same as before." And really. Pump your marketing. Surprise customers. Surprise competitors. Surprise the industry. Surprise the results themselves!

P.S. For the main photo, we thank the organizers of the master class Igor Mann in the city of Eagle.

Marketing tools are a system of means and methods for the implementation of marketing events at any stage of the enterprise.

All marketing tools are classified in 4 strategic directions:

• pricing policy (price);
• commodity policy (products);
• sales policy (implementation);
• marketing policy (advertising).

Why are marketing tools so important

The activities of the enterprise are based on the forecasts of profits, technical capabilities, personnel potential, etc. Marketing tools are directly involved in the formation of workflows of the company. With their help, business management is carried out.

The importance of marketing tools is to continuously upgrade and improve. With the development of Internet technologies, not only advertising was received, but all other activities of the company in need of constant control.

Tasks behind the selection stage of marketing tools

• Reporting information about the product to the consumer, taking into account the production experience, testing measures, properties and benefits of products.
• Maintain regular contacts with the consumer for the purpose of reminding the product related to services or special offers.
• Informing the client about new promotions and discounts in order to cause interest in the product.
• Collection of consumers and the most demanded products.

Types of marketing tools for offline business

Advertising

Goods are moving to the market with digital and traditional advertising. The first has a more efficient and rapid mechanism of action. The second occupies a leading position in branding and creating an image.

To promote specialized products, digital format is used, since the consumer is not mobile in the choice, needs additional information in the context of Optima "price-functionality / quality".

Price

When determining the price of products, many factors are taken into account: the cost of manufacturing and implementation, government policies, category of goods, psychological factors of the consumer. Often the level of demand and competition are decisive when determining prices. At the same time, the manufacturer follows an intra-promotional plan for profit.

Packaging

The goods packaging performs various functions: recognition, marking, informing, conservation during transportation. On the shelves in the store familiar packaging is a "dumb" seller. To increase sales, the "shell" of goods highlight the design with a reflection of branded logos.

Exhibitions and Fair

Fair and exhibitions are organized to stimulate sales. With the help of test samples, forms, formulas and exhibition instances, the consumer receives real information about the product, supplemented by answers to the questions of interest.

Discounts

A discount in a scientific understanding is to encourage the client for a perfect purchase. The efficiency of the discount system (discount, bonus) depends on the purchasing power of consumers. Effectively used both online and offline environment.

Basic Internet Marketing Tools

SEO.

SEO () is used by major stable companies. With the help of indexing content, increasing the ranking due to the most common search phrases, the company's website rises in the search for a browser. With permanent use of this method, the attendance of the site and sale increases. Along with SEO, SEM, SEA, SMO, etc. are used.

contextual advertising

The most common on the Internet. The display of advertising materials (text, animation, roller) is carried out on the basis of individual interests and the history of visits in the browser. Such thematic advertising uses data on the location of the network user. The search for advertising is displayed at the top of the browser page at each request.

SMM.

(Promotion in social services) is carried out by creating interesting publications about the firm. Most often an account or a group called the company, where information about goods, discounts and news is available. The user signed by the blog receives "unobtrusive" advertising.

Targeted advertising

It is the selection of the target audience using special mechanisms. In this regard, geotargeting, demographic, temporary, behavioral, thematic and retargeting (through cookies) is distinguished.

Targeted advertising is considered the second effective after contextual. With the assignment of filters, the desired advertising appears on Internet resources (forums, clubs, social networks, etc.). The search for the target audience is based on the personal data of network users and communication devices.

E-Mail Marketing

It is carried out with reminders, congratulations, advertising materials and information about promotions. Effective in the presence of a database of clients and their electronic addresses.

Mobile applications

Mobile applications on phones and tablets have unlimited access to the client data. For promotional purposes, they help to make a portrait of the buyer using the data on the location, browser history, the contact list (preset permissions).

Banner and teaser advertising

Is the cheapest way to progress with payment for clicks. Buyer, seeing an interesting offer on various thematic sites, is moving by reference and makes a purchase. And it is considered a rapid opportunity to increase profits through unique and interested users.

Viral advertising

Distribute regular users and the company themselves. The process occurs on social networks and on popular Services. Rollers and pictures are laid out for a wide audience, so the effect of its application is one - creating a recognizable brand.

Content Marketing

It is a hidden way of promoting products. This uses paid reviews, recommendations, advice and stories about personal experience. It also publishes articles of useful content so that the buyer can learn more about the product more new.

Video Marking

Filling sites with video content is effective if the product is not enough to perform a confident purchase. Thus, it is useless to advertise the promoted brands and expensive goods. The material is postponed by type of video navigated or video instructions. The tool is suitable for advertising both for personal purposes and in general corporate.

Repenting

Repeating prevents user care from buying in cases where he personally was interested in it. The tool creates a peculiar reminder on any of the Internet services (partners). Helps return the buyer to the Internet resource that he was interested. The advertising customer places special requirements for filters, for example, while staying on the site or frequent visit.

Agregators

Aggregators (marketer) are a platform where many offers has been collected for purchase from various suppliers and firms. At such sites there is weighty competition. Examples are considered Yandex-Market, goods Mail.ru. Any wishing company is registered at such a site and integrates into a common system through a commercial offer.

Online Games

Marketing activity in the game mode is caused by a multi-million public entertainment public. Developers collaborate with various manufacturers and offer bonuses, coupons, promo codes, as well as viewing an embedded advertising. Also, programmers have access to information on traffic made by purchases in the game, online time and so on.

In Western countries, gaming developers cooperate with large fast food networks, watch shops, sporting goods, etc.

Affiliate Programs and CPA Networks

Most sites have. The essence of their action lies in the invitation of new customers (referrals) of the service to receive discounts or income. The new user receives a positive feedback about the company and becomes another participant of the program. If necessary, it buys goods or services from the site. Such a tool does not require additional time spending on customers. Interested as a proposal take "work" on yourself.

Craw Marketing

Effective on a variety of active forums and otzoviki. Ensures the placement of feedback (with references) in the most natural form so that the written text is harmoniously merged with the general topic of discussion. Such promotion is rather time and suitable for certain groups of goods (promotional, luxury, "middling" with a highlight)

Push notifications

Reach the consumer instantly. Their advantage is that the user agrees to receive them (SMS, pop-up windows in the browser, on the monitor) when filling out the questionnaire (signature), or by making a subscription in the browser (without spam). To date, we use this tool only firms that are actively implementing a marketing system.

Native advertising

Otherwise, called natural. It works on the principle of conscious creation of content, interesting and useful for the consumer and publisher at the same time. Distributed in the media, specialized Internet sites, on educational and entertainment TV channels. Sometimes used to fill the site to provide the consumer conditionally free information that will open it on the decision to purchase or order services.

Messengers.

The possibilities of messengers are diverse. In essence, they are closed social networks With the possibility of promotional promotion. Through them are mass distribution, support chats are created and various channels, such as in Telegram. This group includes all sorts of chat bots designed specifically to help customers. In addition, if a buyer has been configured by one of the messengers, they are re-connected with it. Contacts from the application are used to send special offers or reminders.

Books on marketing tools

• Marketing without budget. 50 working instruments (Mann IB). The book suggests detailed guide To create a business from scratch with minimal cost. Suitable for those who taste themselves in the profession of marketer.
• Internet Marketing. Full collection of practical instruments (Virin F.Yu.). The publication is step-by-step instructions Promotion of products on the Internet with the help of modern methods and channels. The book is necessary for working in the field of online advertising and managers of Internet projects in view of the study by the author of the promotion schemes in the largest Russian companies.
• Marketing tools for sales department (Mann I., Tourusin A., Ukolova E.). The publication is positioned as an effective way to increase sales at all stages of marketing, including direct work with the buyer. The advantages of the book include the described process of applying a tool: budget, time, complexity, and features of use, key benchmarks and subtleties of implementation. The manual will come in handy sales managers, commercial directors and marketers.
• Exhibition as a marketing tool (Nazarenko L.F.). The mechanism for holding exhibitions is illustrated in the book by systematizing the types of exhibitions, their features and opportunities. The author also analyzes the activities of Russian companies that often organize exhibition events. The publication is suitable for entrepreneurs, managers and managers and become a step-by-step manual on exposure.
• Internet Marketing. The best free tools (Jim Cocrum). The book tells about the revolutionary marketing methods both in the online environment and in the conditions of "close" competition. The leadership is suitable for an absolutely any person engaged in advertising, with any budget and with high performance.

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