How and What and Why of Marketing | Alina Braverman | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (22m)
    • 1. Intro

    • 2. What is marketing really

    • 3. Branding vid 2

    • 4. Sex Sells

    • 5. Psy

    • 6. Hook

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About This Class

Marketing serves the purpose of announcing your service or product. How did this all begin and why are important to understanding how to market. A basic marketing strategy should guide your overall strategy and you should understand why you are marketing your product and/or service.

Meet Your Teacher

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Alina Braverman

Technologist, Digital, Product, Strategy


My career is anything but typical. I love technology and the digital world. After Silicon Alley imploded and, one of the first social media cos did so with it. I still wanted to stay in digital and explore how it could connect people and businesses to further communications. So I convinced some technology cos, they were the only ones listening, to continue and advertise online to brand themselves and sell their services and products. 
I then went on to grow with the digital space but with a bent towards figuring out how all the pieces fit together and more importantly, what digital/social means for brands and businesses. I'm not a creative per se, so agencies didn't know, still don't, where I fit in as I understand the inner workings of campaigns in... See full profile

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1. Intro: Hi. My name is Alina Braverman, and I've decided to create this skill share class to teach the basics of marketing. I've been in the social and digital space for over 16 years since Social Media began, and since digital marketing began, and this is just a reminder to teach people why they're sort of marketing for their brands and businesses and to go back to some of the basics that I think are often overlooked. So I hope you enjoy my class. Thanks. 2. What is marketing really: welcome to what is marketing? What is it really about? In the beginning, marketing was about selling your goods and services with the simplest messaging and visuals possible. So when people began to live and cohabitate in little villages and towns, marketing became very important to the sale of goods and services. You would usually have to travel a long way to to get to town, and you need it. If you all of a sudden, how toe have a shave or needed toe, have your horses shoes repaired. Whatever it may be, you needed to know where to go. People back then could not read, so signs were critical. Teoh indicate what kind of business and service you were offering. For example, the barbershop pole came about and know to be a somewhere where you can freshen up and get a shave and, you know, sort of do what you needed to do to look presentable because the towels that they used to use after someone shaved you to clean up your face. They would then slap on the po hole to dry after washing them. So I became a symbol of what the service was that they were offering because everybody then got used to the bloody towels. And that's really what the barber pole is about is more. But as that IHS saying with shoe repair shop, you know you Onley have back in the day one pair of shoes and you needed it repaired constantly, so these were consider luxury items. How would you know where to go, especially if you're walking around? You would obviously see a sign that would say it actually wouldn't say anything because it would just be an image of a shoes people could not read. So these air the basics principles of defining your good or service, and this is the basic principle of marketings. They really come down to putting forward your messaging in the simplest way, visually possible. And now that most people can read, we can then go ahead and create messaging. But again, this messaging should be very simple, and it should also come across to the person and make it easily understood what the business and or the services about. So, you know, just really pay attention to the sign itch, especially that applies everywhere. Digital social again. What is the image? How is it associate to your product, good or service, and I understand what it is that you're offering. How easily can I understand what it is that you're selling to me? I think that gets lost a lot, and I think that if you understand the basics of where that came from, that's a very good thing. In today's marketing world, which exists online and offline and with many avenues, not just one main town competition is everywhere. There are many, many choices of many businesses offering similar things. You really have to define how your unique and different who is your primary audience and propagate that messaging along to the different platforms and only manage the different platforms that you have the resources for. I think having the right resource is is critical as well. Sales. Everybody uses sales, so the sale technique discounting does get attention, and some people do shop for price. But it does drive down the brand value. So if you're offering a sale, I would do it sporadically and just really reinforce your product or service and why it's unique. That is the best thing that you could possibly dio and try to have a developing genuine voice. Why would someone want to choose your brand and service? I think that if you don't have that basic messaging down, you will get lost in the aisles. You will get lost. With all the sales, you will get lost with all the competition. So it's really critical that you develop that unique pitch and again going back to that saying, What is marketing really about? It's about the simplest messaging that you could put forward the value of your brander service. Thanks for watching The next class will be about branding. 3. Branding vid 2: welcome to our class about breath thing. The logo is one of the most important aspects of branding for a brand or business. What is your logo representing? What? What is your business representing? That should be translated into the logo A lot of times when you name your product or service or company, it's best to choose a name at the beginning of the alphabet, as when you print, for example, on a trade show Exhibitor List. Your name will appear in the beginning. Also, you can use letters at the end of the alphabet because people remember the first thing on the last thing that they see. Also your branding logo. Should it can be in action or a person for that service or company it could possibly be a mascot. For you knows, you see some logos here, the bird for Twitter, for tweeting, the android for mobile android phones, Amazon with a narrow underneath for action, and Facebook, which is just and F in their blue color scheme, and eBay, with all the letters going up and down so that clear design of a brand logo and possibly surrounding that the mascot and what it looks like is critical service logo's. Whatever your service that you're providing, you can also have separate locus for that. But make sure they align with the main brand logo. Simple designs work best again, going back to our previous lesson about why you have visuals in the first place. That is, to recognize the nature of your business and what you have to offer. You can create different online and offline logos, but again, they should tell a story if you're doing that, and they should also resemble each other so that you can connect the two. So if you're looking at your messaging and logo offline, for example, in a magazine ad or on TV, you should understand what it also is online and be able to search for it. Colors do have different meanings, and blue is sort of a peaceful color, and and the meanings you can look up of other colors. Amazon is usually in red and red is an action color. Ah, lot of companies such as Home Depot use orange, which represents cost savings for the color. Again, that is something that you can choose and look up online. But can you recognize what a business does by looking at the logo and or the name. That is the most important message that I can relate to you in terms of love. Those messaging is critical to branding. It describes what it is that you do and what it is that your brand represents, so it also should appeal. Who is your audience? You need to try to find out who your primary audience is. Your secondary and in tertiary audiences are and Taylor that Britain messaging to those audiences no matter where they are. The more messages that you put out, the more name recognition in the more messaging recognition people were chain about you. Where are these audiences? Are they online? Offline again? Your brand messaging should be an it Horatio in of the original brand messaging just customized for different audiences. What is the product and service cycle of your service company brand business? Where do you plug in that messaging? Within whether you're trying to sell or whether you're starting from the beginning and just trying to describe what it is that you dio, people come in to your service at different points in the funnels. There is a funnel sort of the top level messaging than information that they need to sort of make a better decision than to come back again. It takes a number off times before a person purchases your brands or your service. So really try to figure out where you're putting the right messaging on. That should come inside with the product and service cycle taglines again. Something to consider about the tagline for your company. It should sit above the brand messaging most of the time. It's just really describing what your company does A lot of times. Once the company has become famous, such as a you know, Amazon Twitter, Facebook. Everybody knows what they dio, so you don't really necessarily need the tagline Onley. In the beginning, you can change your messaging. You can have it come up in themes. You can have monthly messaging, sort of for seasonality. A spring message. You can have a summer message, a fall message. A lot of retail sales happened during Christmas. You can have a Christmas message, a New Year's message that is another way of communicating. But make sure to stay on brand. There's lots of brands that do not abide by this and they lose people within their communication. Then how do you communicate all these things that we just talked about to your clients? Do you communicated through a newsletter? Ah, Blawg or something else? How is your communication of this brand messaging happening? That is something very much that should be considered and thought through. Thanks for watching. The next class will be about sex sells. 4. Sex Sells: So sex sells, um, sexy videos. So adverse and magazines with sexy women cells Calvin Klein, Abercrombie and Fitch or some of the brands that used sex to sell, Obviously, the lingerie brands. I would caution people before using sort of sexy images or being It's if you're a tech company going out to a treat show and using some of these models to promote your product or business or service. I just think that that's sort of like people who are slightly older, understand what it is and really kind of are weary of. Why are you using that as a tactic to some of your product or services cannot stand up on its own, So I would just really caution you about using sex to sell your product or service. I would also caution about using political messaging or anything to do with politics or religion as well, for some of the same similar reasons. You're really attracting a very small audience that either agrees with you or you're going to get a lot of spam that disagree with you, and that gets to be posted on social media, and it's a lot to manage and keep up with. So honestly, I think that if you can't create your product or service and can't figure out how to sell it without using sex, politics or religion, you might want to rethink your product and service. That is my opinion. Uh, there people who still use it as a tool. Unless for me, unless your liquor brand or laundry a brand or, you know, a betting company, possibly with the right amount of innuendo, I would really stay away from sex, politics and religion. 5. Psy: Welcome to the psychology of marketing. Marketing. Psychology is figuring out how people make a decision and how you can influence that decision. There are some things to consider as part of your general marketing strategies. There are some basic differences whether you want to purchase something or need to purchase something. Certain things play a bigger part in that decision making, such as pricing that can influence. For example, if you need to buy a car versus if you just want to buy a car. The pricing would be difference for those two choices. The point of sale. Where exactly are you in your decision making process is something to consider. Where is your audience in the decision making process? Are they in the beginning? Are they in the middle? Are they ready to purchase right now? So a lot of retail purchases, for example, are usually made spur of the moment, such as clothing, make up, music, things of that nature, luxury buying. I've included that in the decision making process because that tends toe have its own decision making process. It really depends on how much disposable income you'll have and also really depends on the products those some products, such as a high end watch. That is something that someone would consider, whether the status symbol, Honestly. So why are you buying this? Um well, where will it be warned will be handed down. So those are much bigger decisions that someone is considering in that process of luxury, buying for very expensive items seems to take a little longer. And then which platform? Well, they are They going into a store? Are they buying online? Are they buying through Facebook, you Commerce site? Where are they going to purchase this item versus where they receive the information about this item. The way that men and women make decisions is very different in terms of what to purchase and by men generally are attracted to cars and they're attracted to, you know, sexy woman. I mean, sex cells, especially for men. They're also sparse. Technology is concerned, the early adopters. So when a technology company introduces a new product, a lot of the times the first purchasers will be male. Women tend to do more research and they tend to do more research and take longer to make a decision. They are influenced the most by their peers when they're 18 to 24 years old. That is sort of when you come into the group buying mentality, and it's also easier from a branding perspective to influence in 18 to 24 year old and get them to stick with your brand and and those could be lifetime clients. In that case, thanks for watching the next class will be about creating a marketing hook and how you could do that. 6. Hook: Hi. This class is about marketing hook, as opposed to the beginning. It now has become very much about building a marketing hook for why people would want to buy your product or service. It's because there's so much competition, especially online and digitally. So you're trying to get people to come to you and to want to buy your product, and you're trying to hook them in. The easiest way to create a marketing hook is to top into existing behavior. For example, if a similar app is already on the market, tap into how people are using that app to create your own unique marketing hook. Teaching a new behavior is a lot harder. So in other words, if you're teaching someone how they used to your new product or service, that tends to take longer time of traction. So that goes back to the timing. How quickly do you want to come to the market? How quickly do you want people to understand what you're trying to dio? If you're trying to teach them something new, it just will take a little longer and you will need more messaging and more reinforcement for that. So what is your audiences. More motivation is combined with the sale cycle because a lot of times the product or service that you're selling will have its own sale cycles. So why air that marketing hook comes in? Is it in the beginning that you're trying to hook them into the product and its uniqueness ? Or is it in the end, where you're trying to hook him into the price for that unique product or service location , Geo location for creating different people react to different hawks and different civilized people in New York will not react to the same hook as people in the Midwest er, the south frequency. How many times are you going to form them about what it is that your hook is and try to hook them in, finding out when they're on the certain platforms that they're on and how to tap in with that? Messaging and cost in any other incentive that you have is critical to get them hooked in again. That also goes back into timing. And when are they online, or when are they going to the store? Retaining a customer is the most important aspect after the purchase, the cost of gaining a new customer, and the messaging that you have to advertise is a much higher cost versus retaining the customer. So customer service plays a huge role into that. And keeping your customers happy is very important. And nowadays, people who are not happy with your product or service are more than willing to go online and complain about your product and service. The best way to deal with that is to give them someone directly to contact a name with an email address, not just info at bloody blah dot com. So and then take them off line and talk to them. Sometimes you can't make everyone happy, but you do your best, and you need to make them feel important and communicate with them vesicular early, I would say, via either email or again on social media or wherever they may live. Update thumb on new products and services that you may have coming, seek their opinions, seek their opinions and reward for those opinions. Those are some of the key aspects off after the purchase and after the purchase marketing, and I hope you have enjoyed my classes and I thank you very much