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Marketing

STUDIES IN SCALING STARTUPS - DRIVING AND MANAGING GROWTH: ACCELERATING SALES AND MARKETING

You started a new company. It went through several iterations but the business model is working. Now it's time to delegate some of those hats and start growing the company. But rapid growth has its own challenges. In Scaling Startups, entrepreneurs that grew their business(es) into multi-million to billion dollar industry leaders in a matter of years share their insights, travails and solutions that can help make you a greater success too.

Accelerating Sales and Marketing

Marketing Parts 1 & 2

Sales Strategies Parts 1 & 2

DVD / 2017 / (College, Adult, A.P.) / 20 minutes

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HIGH-POWERED ADVERTISING: PROFITABLE MARKETING STRATEGIES FOR YOUR FITNESS BUSINESS

By Alan Leach

High-Powered Advertising: Profitable Marketing Strategies for Your Fitness Business presents an overview of the most effective advertising and marketing strategies for health/fitness clubs. As such, the DVD explains how clubs can use the Internet to advertise, promote, and grow their business. The DVD also provides information, ideas, and insights regarding writing "high-impact," persuasive sales and marketing copy that can help drive new leads into a club. In addition, the DVD discusses how facilities can brand, promote, and market their business so that budget clubs never become a threat to them. Finally, the DVD reviews lead- generation advertising and marketing ideas that can produce ever more leads and sales.

Among the topics covered:

Profitable fitness business

Retention

Product/services

Selling system

Sales training

Direct marketing

Database management

Lead generation

Awareness

Web marketing

DVD / 2015 / 80 minutes

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INSIGHTS AND STRATEGIES: BRAND MARKETING

Sadhana Smiles says you must ensure your brand reflects the product and service image you require:

Competing brand messages

Memorable brand experience

Creating the brand experience

Moments of truth

Measuring success

Unified brand experience

Key points

DVD / 2015 / 10 minutes

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LET'S GET STRATEGIC: 5 MUST-HAVE'S TO CREATING A MARKETING PLAN THAT WILL GET YOU RESULTS!

By Lindsey Morando

Let's Get Strategic: 5 Must-Have's to Creating a Marketing Plan That Will Get You Results! outlines the key foundational pieces that health/fitness clubs should have before they even begin their marketing planning. In that regard, the DVD identifies the #1 piece of a club's business that must be in place before it can implement any marketing strategy. The DVD also explains how facilities can develop a marketing plan that will lead to action. In addition, the DVD discusses how clubs can make the most of their marketing time, money, and resources. Finally, the DVD provides a quarterly template that facilities can use to help ensure that they are headed in the right direction.

Among the topics covered:

Clarity & mindset

The four "W" method

Productivity & goal-setting

The secret template

Essential tools you need

Accountability & support

Let's put it all together

DVD / 2015 / 54 minutes

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MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

Marketing Strategy

Retailing

Corporate Social Responsibility

External Factorst

Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

STACK 'EM HIGH... Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?

DVD / 2015 / 27 minutes

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MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

Marketing Strategy

Retailing

Corporate Social Responsibility

Globalisation

Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.

DVD / 2015 / 27 minutes

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PRECISION MARKETING: EFFECTIVELY ENGAGE YOUR MEMBERS UTILIZING THE LATEST TECHNOLOGIES

By Kilian Fisher

Precision Marketing: Effectively Engage Your Members Utilizing the Latest Technologies reviews the latest trends in precision marketing in the health/fitness club industry. The DVD explains how clubs can successfully utilize social media in their marketing efforts. The DVD also looks at the concept of profiling. In addition, the DVD discusses disruptive technologies and the impact that they could have on a facility's marketing. Finally, the DVD addresses how clubs can properly monitor and assess the effectiveness of their marketing programs.

Among the topics covered:

Big data

Leads & members

Data capture

Marketing strategy

SOSTA model

CRM as the hub

Using social media effectively for precision marketing

Profiling for precision marketing

DVD / 2015 / 82 minutes

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YOUR WORDS MATTER

Social Media. Text Messages. Emails. It's never been easier to communicate. And it's never been more potentially hazardous. Now there is a video that can help every employee understand and navigate these hazards.

The Your Words Matter training program will help increase awareness of the importance of written communication. Through dramatic vignettes, we explore some of the things that can go wrong and provide some practical advice for avoiding these pitfalls.

Every member of your team will learn basic guidelines for avoiding common mistakes and for communicating in a clear and effective manner.

Your Words Matter Learning Points:

Your Messages Matter! Think before you hit "reply all." Watch out for autofill. Be careful in your communication.

Your Tone Matters! People may misinterpret the tone of your communication. Learn how to avoid these pitfalls.

Your Privacy Matters! Social media is not private. Learn lessons for handing social media.

Your Reputation Matters! What you say electronically can affect you or your business. Learn how to manage your communications effectively.

DVD (Closed Captioned) / 2015 / 11 minutes

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DIGITAL MEDIA FOR BUSINESS MARKETING: ONLINE AND MOBILE BUSINESS MARKETING

There was a time when companies debated whether having a Web site would be useful in an overall marketing strategy. Today, a business Web site paired with a mobile app and supported by a nuanced online marketing strategy is a necessity in order to serve an increasingly technosavvy customer base. This program gives a detailed overview of how companies can create and maximize an online/mobile presence starting with the basics-goal-setting, search engine optimization, the user experience, and traffic analysis-and finishing with more advanced promotional considerations such as Web site tie-ins (e-newsletters, blogs, social media); mobile apps; online/mobile/offline advertising (Google Ad Words, Facebook Mobile Ads, QR codes); and text message marketing.

DVD / 2014 / 25 minutes

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DIGITAL MEDIA FOR BUSINESS MARKETING: SOCIAL MEDIA FOR BUSINESS MARKETING

The use of social media to promote business is one of the fastest-growing areas of marketing today. When used correctly, popular social media platforms offer the ability to connect-easily, affordably, and directly-with customers and prospects to build brand awareness and loyalty, improve customer service, and much more. How, then, should a company go about implementing social media as a part of its marketing mix? This program clearly and concisely explains how to get started with social media; make the most of Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Yelp; and develop and manage a comprehensive social media marketing strategy.

DVD / 2014 / 30 minutes

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GET AND KEEP MORE MEMBERS THROUGH DIGITAL MARKETING & DISRUPTIVE TECHNOLOGY

By Kilian Fisher

Get and Keep More Members Through Digital Marketing & Disruptive Technology details the latest in digital marketing for the health/fitness club industry. In that regard, the DVD discusses how to utilize social media effectively for lead generation. The DVD also reviews the best integrations, using social media, data capture, and landing pages. In addition, the DVD explores disruptive technologies for clubs both at the present time and for going forward. Finally, the DVD examines how to create an effective digital marketing and social media strategy.

Among the topics covered:

Innovate or die

Data capture

Landing pages

Mobile

Online booking

Facebook™

Email marketing

Learn how to utilize social media effectively for lead generation

Explore disruptive technologies for health clubs in 2014 and beyond

Learn how to create an effective digital marketing & social media strategy

CRM

DVD / 2014 / 89 minutes

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BIZ KID$ 37 - THE MARKETING MIX

Now that you've decided to start a business, how will you market it? Let the Biz Kids help you understand the four P's of marketing: product, price, place and promotion. Learn how "Exclusive Cuts" barber services, "Wow, Take a Bow" dog grooming, and other businesses use unique methods to market their products and services.

DVD (Closed Captioned) / 2011 / (Intermediate, High School) / 28 minutes

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EVENT MARKETING

Explains that "event marketing" includes both the marketing of an event and marketing with an event. Covers social entertainment events such as fairs, festivals, cause-related, and street events. Also covers business events such as trade shows, seminars and expos. In addition to numerous local events, the program includes the large regional events of the Calgary Stampede, Bele Chere Festival, Mountain State Fair and the Southeast Franchising Expo.

DVD / 2010 / 20 minutes

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MARKETING IN THE DIGITAL AGE

Featuring: Peapod.com

Peapod is an online service where customers can order groceries and have them delivered straight to their door. While Peapod sells groceries, what they are really selling is time-time they save customers. One of the most important things to Peapod is the relationship between marketing and IT, a relationship which allows both departments to work together and reach goals. As a result, Peapod can customize the messages they send to their customers to make sure all of their touch points are designed just the way they want them to be.

DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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MARKETING STRATEGIES (FEATURING BP)

The story of the new BP began in 1998 when British Petroleum announced its merger with American based Amoco. Over three years the company went through a dramatic change. The company, now called BP, is the result of the merging of nine companies. As a result of these acquisitions, BP had accomplished the first phase of its new global retail strategy. It had acquired the largest European, Asian and American gas stations. Now it began the transformation from gas station to convenience stores, BP Connect.

DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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THAT'S MARKETING! UNDERSTANDING CONSUMER BEHAVIOR

What is marketing and what tools does it use? Learn about segmentation, market research, branding, packaging, variable pricing, and positioning. This video is for students of marketing AND for consumer education classes.

Learn:

Most people think restaurants are in the food business. NOT a marketer.

Women's clothing does not come in standardized sizes. What does this have to do with marketing?

Understand marketing by looking at everyday items such as milk, cola drinks, blue jeans, and breakfast cereals.

Learn why ads for prescription drugs flood the airwaves.

Apply basic marketing concepts to sports and learn what is the "product" of a basketball franchise?

Seeing how the lowly "tennis shoe" became a closet full of expensive "athletic shoes."

Explore variable pricing.

DVD / 1999 / 23 minutes

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CHANGING LANDSCAPE OF MARKETING, THE

With Itamar Simonson

How consumer choices have become more rational - and more difficult to influence.

Relative thinking and its diminished impact on purchasing behavior.

Why the Internet has turned marketing theories upside down.

The explosion of information made available by the Internet has caused a radical shift in consumer purchasing behavior, due largely to a migration from relative to absolute decision making (judging an item on its own merits rather than compared to other products) and the influence of social media (judging on popularity and user reviews). These factors have increasingly undermined the effectiveness of traditional marketing campaigns and marginalized the ability of marketers to influence and predict buyer choices.

Targeting, positioning, and top-of-mind approaches have all lost value. Brands are less effective in influencing perceptions of quality and consumer loyalty is less reliable as a purchase driver. This environment lowers the barrier of entry for lesser-known brands - as long as they have a good product - but also opens the door for established brands to diversify into seemingly unrelated categories. To be successful, you need to reevaluate the role of marketing and question your previous assumptions, track social media chatter and manage your reputation, and capitalize on web-based metrics that give you real-time feedback on what works and what doesn't in today's two-way communications with customers.

DVD / 64 minutes

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FUNDAMENTALS OF MARKETING

Marketing is an important component of business. One must understand how marketing can influence and enhance business operations. This presentation outlines the marketing concept and discusses how a business can successfully market to customers.

DVD / 35 minutes

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INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART I

Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

Marketing & Sales Part I

Marketing Strategies

Online Marketing

Public Relations- The Media And Other Tools

Brand Building

DVD / (Senior High or Above) / 30 minutes

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INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART II

Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

Marketing & Sales Part II

Small Business Sales Techniques

Networking Tools and Venues

Using The Competition To Your Advantage

DVD / (Senior High or Above) / 30 minutes

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MARKETING & PRICING CONCEPTS

This comprehensive Microsoft PowerPoint presentation is designed to teach students the basics of marketing and pricing as they relate to the retail and wholesale industries. An in-depth examination of the four P's, supply and demand, SWOT asse

CD-ROM (Win, PowerPoint Presentation (75 slides))

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MARKETING RESEARCH

Companies in today's society would have a hard time surviving in the competitive business world without the use of marketing research. This presentation discusses the numerous research techniques used in business to help determine customer needs, wants, opinions and whether or not they would purchase a company's products or services. Different methods are compared and numerous examples are given for each.

CD-ROM (Win, PowerPoint Presentation (53 slides))

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MARKETING TECHNOLOGY

Marketing techniques and technology go hand-in-hand. Businesses rely on marketing technology to help develop their products, determine customer needs, understand the effectiveness of their advertising efforts, etc. This presentation discusses the various forms of marketing technology and how it is used by businesses to implement strategies and successfully reach goals. Different types of consumer groups are also discussed along with their level of acceptance toward marketing technologies.

CD-ROM (Win, PowerPoint Presentation (49 slides))

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MARKETING YOUR TTO'S TECHNOLOGIES VIA SOCIAL MEDIA 2014: NEW PLATFORMS, TRACKING TOOLS, AND TRENDS

This program will discuss their own successes (including two licensing deals specifically tracked to social media efforts!), as well as reveal current trends and key strategies in social media that can benefit your TTO's marketing effectiveness. Plus, they'll warn you on which platforms and strategies to steer clear from.

1. How to use social media to push content-driven marketing

Choosing the right content for the right platform

How to build a legion of engaged followers and ditch the tire kickers

Build interest and attendance for your in-person engagements, meetings and seminars

2. Extend the reach of your tech summaries and elevator pitches by using social video platforms

3. Hear the panel's best practice advice for these top social media hubs based on their hands-on experience:

Facebook

Tumblr

LinkedIn

Twitter

Vimeo

Pinterest

Prezi

YouTube

SnapChat

4. Learn how social media can be used to assist with all of your TTO's goals:

Economic development

Start-up activity and executive recruitment

Finding licensees and corporate partnerships

Identifying new investors and funding sources

Crowdfunding

Community outreach

DVD

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PILLARS OF MARKETING

This DVD presents seven pillars of marketing: distribution, financing, marketing-information management, pricing, product/service management, promotion and selling. Students will learn the concepts and processes involved in distributing and the financial aspects affecting business decisions. The DVD explains how to gather information in order to disseminate information in business decisions and teaches the concepts and strategies affecting price, as well as explains how to satisfy customer's perceptions of value. In addition, the DVD teaches how to maintain and manage a product/service based on the market. Information regarding the communication of information for an intended use is explained. Students will learn how to determine a client's wants and needs, as well as how to respond to these wants and needs.

DVD / 87 minutes

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TELEMARKETING BASICS

This presentation will inform students of the benefits of using telemarketing as a form of advertising. Students will be become familiar with the different types of telemarketing a business can use, along with telemarketing rules and guidelines. The basic steps required in creating a valuable telemarketing campaign are also outlined.

CD-ROM (Win, PowerPoint Presentation (39 slides))

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TTOS: USE SOCIAL MEDIA EFFECTIVELY TO MARKET YOUR INNOVATIONS

Social media is fast-becoming an integral part of the marketing landscape, and the relatively low cost and wide reach - when used effectively - can be a godsend for cash-strapped tech transfer offices that need to enhance their promotional efforts without many budget dollars to work with. Blogging, Twitter, Facebook, LinkedIn, YouTube, Plaxo, and many other social medial avenues offer near limitless opportunities to push your available innovations in front of a captive audience.

Understand the many facets to marketing University IP via social and web channels

Keys to a successful website

Capitalize on the emerging popularity of video clips

Podcasts, webinars

Blogging

LinkedIn, Facebook, Plaxo, etc.

Twitter

Leverage social media marketing efforts to land mainstream media attention

DVD

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TURN SOCIAL MEDIA INTO A MARKETING HOME RUN FOR YOUR TTO

Blogging, Twitter, Facebook, LinkedIn, YouTube, Plaxo and many other social media avenues offer nearly limitless opportunities: from forging strong relationships with faculty, students and the business community to pushing your available innovations in front of a captive audience. But just like any other traditional marketing channel, the keys to success are in the planning and execution. And if you're like many IP marketers and tech transfer professionals, you recognize the vast potential yet struggle with how to implement effective strategies to capitalize on that potential in the real world.

PR and Brand Recognition Strategies

Building Communities of Engaged Followers

Social Media Marketing Tactic

DVD

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