# Presentation: 431259

## Marketing    Creating and Meeting the    Needs of Your Customers

- Sherrie Hebert
- Service Hydrologist
- Pocatello National Weather Service

- National HPM Conference:  Southern Region Breakout, July 12, 2007

**Notes:**
Introduce myself
My history with NWS
My history with marketing
Why I’m at this conference

## Marketing...What’s All the Fuss?

**Customers have needs**
**Marketing strives to meet and satisfy those needs**

**Notes:**
Define marketing:

Marketing consists of individual an organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services and/or ideas.

## Run With It!

**Notes:**
35 minutes entire talk
5 minutes to discuss promotion
5 minutes to present
Discuss:
How was it to run without a plan?  
Need direction
Reasons for that direction
Define Marketing Plan
Forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions. 
Forces the marketing personnel to look externally in order to fully understand the market in which they operate. 
Sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support. 
Is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
Needed as part of the yearly planning process within the marketing functional area. 
Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem. 
Is a component within an overall business plan, such as a new business proposal to the financial community. 

The NWS severely lacks these last items.

## Marketing...

**A vision without a task is but a dream.**
**A task without a vision is drudgery.**
**A vision with a task is the hope of the world.**
**	****	****	****Dinah Maria (Mulock) Craik, Poet**

**Notes:**
You MUST have a plan!

Define Marketing Plan
Forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions. 
Forces the marketing personnel to look externally in order to fully understand the market in which they operate. 
Sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support. 
Is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
Needed as part of the yearly planning process within the marketing functional area. 
Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing problem. 
Is a component within an overall business plan, such as a new business proposal to the financial community. 

## Marketing Plan Requirements

**Customer Analysis**
**Previous Marketing Strategies**
**Other Provider Analysis**
**SWOT**
**PEST**

## Marketing Plan Requirements

**Putting It All Together**
**Current Marketing Strategies**
**Develop Strategies**

## Customer Analysis 

**Who are the customers?**
**How many? (potential ones, too)**
**What do they have in common?**
**Why do they or should they use your products?**
**How do they use your products?**
**Now....Segment your markets**

## Previous Marketing Strategies

**National tools for local implementation**

## Other Provider Analysis

**Who are they?**
**Why are they here?**
**What do they have?**
**How do they do it?**
**What hinders them?**

## SWOT Analysis

**Strengths**
**Weaknesses**
**Opportunities**
**Threats**

## PEST Analysis

**Political**
**Economic**
**Societal**
**Technological**

##  Let’s Take A Look

**Customer Analysis**
**Previous Marketing Strategies**
**Other Provider Analysis**
**SWOT**
**PEST**

## Let’s Take A Look

## Let’s Take A Look

## Let’s Take A Look

## Let’s Take A Look

## Let’s Take A Look

## Putting It All Together

**NWS Superior Strength**
**Policy on Partnerships**
**SWOT and PEST**

## Current Marketing Strategies

**What’s new for 2007?**

##  Develop the Strategy

**Product**
**Price**
**Distribution**
**Promotion**

## Three Simple Steps to Takein Your WFO 

**Brand**
**Brand**
**Brand**

**Notes:**
A brand is a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality.
Brands, "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".

##  Now What?

**Develop marketing plan**
**Get EVERYONE on board**
**Implement the plan**
**Constant re-evaluation**
**Be dynamic!**

##  Questions?

**Sherrie Hebert**
**Service Hydrologist**
**National Weather Service**
**Pocatello, Idaho**
**208-233-0834**
**Sherrie.Hebert@noaa.gov**