Marketing Masterclass

Posted on: Friday 02 July 2010 12:45pm

An Interactive Teach-In and ‘Question Time’ demystifying what marketing is and how it can add value to your business.

Introduced By: Guy Tomlinson, Chief Marketer, The Marketing Directors


Nicole Morse, Executive Marketing Director, Disney Channels UK & Ireland

Neil Ross-Russell, Managing Director Children’s and Licensing, BBC Worldwide

So, exactly what is marketing? The audience at this session kicked off by suggesting the following;

1. Getting your brand recognised

2. Taking content to the market so that it can be purchased

3. Maximising potential

4. Connect certain values

Marketing is technically defined as “a management process that’s responsible for identifying, anticipating and satisfying customer requirements profitably.” One of the myths of marketing is that the people who create a brand have full control of it… in fact they have created only the product, the brand exists in the mind of the customer.

Through a small role-play, the audience were made aware of some of the finer elements of marketing.

1. Creating a need/requirement/want

2. Talking about the benefits/favourable/helpful factor

3. Not only having a standard benefit, but also a differential benefit in buying the product

4. Making sure that benefits are rational, emotional and credible.

What are the things that marketing must do to add value?

1. It’s got to be relevant.

2. Set yourself clear objectives. Is it about ratings? Awareness? About getting kids to get on website? Selling merchandise?

3. Create a proper campaign that you can measure and monitor and learn from.

4. Should be a part of the business strategy. There was a time when marketing drifted away from core business aims, and hence developed a bad reputation of becoming too airy-fairy!

5. Marketing should drive appeal

6. Marketing should not undermine the value a product by giving it for free/discount right from the start.

Marketing to parents (the customers) and marketing to children (the consumers) have different methods and approaches, although the message should roughly stay consistent. On Disney XD, they tailor their marketing efforts to reach children. They can talk to the parents via PR and social media, such as Facebook, mumsnet, netmums and other such sites where parents talk to each other and seek advice and recommendations. These are great platforms for communicating with parents and without much cost.

Although Facebook isn’t suitable for children under 13, most marketing teams know that under-13’s use the site. Disney often picks up on what under-13’s are talking about on Facebook and can feed that back into their programme.

In summary, if ‘sales’ are the harvesting of cash flow, then ‘marketing’ is preparing the ground. If you prepare the ground properly, with the longer-term rewards in mind, the fruits can be plentiful for many years.