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The marketing mix is also called the 4 Ps of marketing. The 4 Ps are product, price, place, and promotion. Marketers use these tools to attract and satisfy their customer base. Each element of the marketing mix is linked to the others, and they all need to be carefully integrated and coordinated to be effective. If the marketing mix is handled correctly, it will satisfy the target audience and create support for the brand.
Market funnels are traditional tools used by marketers. The marketing funnel contains the stages that a customer takes on the way to purchase your product. The funnel may vary slightly, but there are basic stages in the AIDA funnel that remain the same. These stages are awareness, interest, desire, and action.
When communicating with consumers, the message shouldn’t be all about better or lower prices; it should be about the value and service you can offer. Only 1/3 of customers completely base purchases on price. Most customers are looking for value. In order to sell value to customers, you need to understand what it is they value. Knowing your target market is essential to this process
Understanding customers is essential to marketing success. Many companies, however, still make the mistake of not listening to customers. Demographics and basic market research, however, is not listening. Marketing that is only based on this information will not be the most effective.
Module One: Getting Started
Workshop Objectives
Module Two: What is Marketing?
What is a Market?
Marketing is Not Selling
Understanding Customer Needs
Defining Your Product or Service
Module Three: Common Marketing Types (I)
Direct Marketing
Active Marketing
Incoming Marketing
Outgoing Marketing
Module Four: Common Marketing Types (II)
Guerilla Marketing
B2B Marketing
B2C Marketing
Promotional Marketing
Module Five: The Marketing Mix
Product
Price
Promotion
Place
Module Six: Communicating the Right Way
The Marketing Pitch
Sell Value Not Price
Fun and Entertaining is Powerful
Choosing the Right Media
Module Seven: Customer Communications
Give Your Customers a Voice
It’s Not About You, It’s About Them
Every Interaction Counts
Answer Questions Honestly
Module Eight: Marketing Goals
Brand Switching
Repeat Purchases
Brand Loyalty
Inform and Educate
Module Nine: The Marketing Funnel
Awareness
Interest
Desire
Action
Module Ten: Marketing Mistakes (I)
Not Taking Social Media Seriously
Not Having a USP
Cross Cultural and International Translations
Not Building a Relationship
Module Eleven: Marketing Mistakes (II)
Not Having a Plan
Aiming at Everyone
Not Tracking Metrics
Not Listening to Your Customers
NOTE: A parking permit will be emailed to all registered/paid participants shortly before the class date. 
REFUND POLICY:
In-Person Class Refund Policy: 100% refund before the first class meeting; 50% before the second class meeting. No refunds after the second class meeting.
Online Class Refund Policy:  In the case of a Salem State Online class, 100% refund before the scheduled start date. No refunds once the Salem State Online class begins. For all other online classes (Gatlin, Ed2go, or MindEdge) no refunds of any kind will be issued). Please call Andrea DiVirgilio at 978-542-6302 for more information

Presenter

Jim Ognibene, M.Ed.

Jim Ognibene is a People Enabler, Career Coach, and Organizational Improvement Catalyst. He is the founder and owner of Visioneer Consulting, LLC, established in 2017. With nearly three decades of full-time experience in Talent Development, Jim partners with new and seasoned managers in small to mid-sized organizations to help them succeed, grow, and lead with impact.
As a Certified Career Transition Coach (CCTC), Jim has guided more than 100 clients through his signature Career Exploration Intensive, a five-session, focused self-discovery process that helps individuals transition into careers aligned with their values, strengths, and lifestyle goals.
Over his career, Jim and his teams have designed and delivered programs in leadership development, teambuilding, agile management, and customer service, to name a few. Personally, Jim has facilitated more than 1,600 workshops—both in person and virtually—helping thousands of professionals unlock their potential. He co-designed and directed an eight-month Emerging Leader Program that equipped 25 high-potential employees with supervisor and leadership competencies, and he has led numerous workplace engagement initiatives that strengthened cohesion during times of organizational change.
Early in his career he served as a high school Business Education Teacher, where he taught Accounting, Marketing, and Economics for three years. His academic foundation includes a Bachelor of Science in Business Administration (Marketing) from George Mason University and a Master of Education in Instructional Design from the University of Massachusetts, Boston.
Jim is an active member of the Career Counseling Consortium, Career Thought Leaders, Coaches Rising, OD Network, Salem Chamber of Commerce, and the Boston Facilitators Roundtable.
Based in Salem, Massachusetts, where he has lived for 20 years (after 15 years in Boston and his early years in Merrick, NY), Jim finds balance through his lifelong passion for photography, capturing the interplay of light and shadow. He also enjoys gardening, biking, hiking, and walks along the ocean shoreline—especially at sunset.

Jim Ognibene, M.Ed.

Principal
Visioneer Consulting

Email

jim@visioneerconsulting.com

Website

www.visioneerconsulting.com