Transcript Marketing presentation

Marketing Workshop
Presenter: Donald Munro
Your Presenter - Donald Munro
• Qualified Accountant
• Business owner
• Business & Executive Performance
coach
• Trained & accredited in 2007
• Passion for business & theatre
Ownership
Accountable
Responsible
Blame
Excuses
Denial
Formula for Success
in any economy:
1. Rise Early
2. Work Hard
3. Strike Oil
- J. Paul Getty
Marketing
Marketing Is
Marketing Is
Marketing Is
Tell Prospects
Planning
3%
27%
70%
Written
98% of wealth
Verbal Goals
No Written or Verbal Goals or Plan
The Marketing Plan
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1.0 Marketing Vision
1.1 Goals
1.2 Purpose
1.3 Picture
1.4 Gap Dashboard
2.0 Ideal Customer
2.1 Market Needs
2.2 Market Trends
2.3 Market Description
2.3.1 Demographics
2.3.2 Psychographics
2.3.3 Behaviors
2.3.4 Geographics
2.4 Market Growth
3.0 Remarkable Difference
3.1 Differentiators
3.2 Direct Competition
3.3 Indirect Competition
3.4 Model Competitors
4.0 Core Strategy
4.1 Core Message
4.2 Positioning Goal
4.3 Key Strategic Indicators
4.4 Core Branding Elements
4.4.1 Colors
4.4.2 Logo
4.4.3 Images
4.4.4 Type
5.0 Product/Service Innovation
5.1 Hourglass Strategy
5.2 Price Rationale
6.0 Marketing Materials
6.1 Marketing Kit
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6.2 Marketing Story
6.3 Case Study Plan
6.4 Testimonial Plan
6.5 Multi Media Materials
7.0 Web Plan
7.1 Website Marketing Strategy
7.2 Content Strategy
7.2.1 Update
7.3 Search Engine Strategy
7.3.1 Local Search
7.3.2 Social Search
7.4 Email Marketing Plan
7.4.1 Lead Capture Strategy
7.4.2 Ezine and Data Mining
7.5 Social Media Plan
7.5.1 RSS
7.5.2 Blog
7.5.3 Podcast
7.5.4 Social Networking
8.0 Lead Generation Plan
8.1 Advertising
8.2 Public Relations
8.2.1 Media List
8.3 Referrals
8.4 Direct Mail
8.4.1 Mailing List Source
8.5 Lead Generation Tracking Plan
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9.0 Lead Conversion Plan
9.1 Sales Strategy
9.2 Sales Process
9.2.1 Qualify
9.2.2 Present
9.2.3 Nurture
9.2.4 Transaction
9.2.5 Follow-up
9.3 CRM Plan
10.0 Service Experience
10.1 Community Building Plan
10.2 Loyalty Product/Service Offerings
10.3 WOW Process
11.0 Marketing Calendar
11.1 Monthly
12.0 Critical Numbers
12.1 Sales Forecast
12.2 Marketing Expense Budget
12.3 Measurement Plans
12.4 Key Marketing Metrics
13.0 Marketing Training Game
13.1 Marketing Organization
13.1.1 Organizational Chart
13.2 Keys to Success Training Plan
13.3 Numbers Reporting
The Marketing Plan
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Ideal Customer
Remarkable Difference
Core Strategy
Marketing Materials
Marketing Calendar
Critical Numbers
Ideal Customer
Make a list of
your target
market
segments,
niche’s or
groups :
Ideal Customer
Where will you
find them in the
highest
concentration ?
AIDA !
What is your
offer going to
be, and what do
they want to
buy ?
WHY ?
Why do they
want to buy it ?
What are the
BENEFITS ?
Strategy
What will you say,
and how will you
communicate your
offer to them ?
www.buythisherenow.com
Creating Your Copy
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Use a Headline
Use your product name
Use “YOU”
7 Reasons why …
Here’s how, here’s why ..
How to, here’s how you can ..
Don’t …
Sales Process ?
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Identify Suspects for Database
Market to suspects
Receive call (script 1) or make Follow up call (script 2)
Telemarketer books Appointment for you
Telemarketer sends info fax to Prospect confirming appointment. Info
fax includes your company and product profile, and your Questionnaire
Telemarketer advises you of appointment booked
Within 24 hours you must make contact with suspect and ask deeper
qualifying questions and gets commitment to send questionnaire back
within 48 hours. And advises information pack will be sent following
receipt of questionnaire (script 3)
On receipt of questionnaire, info pack is sent by PA to prospect and you
then phone prospect up and thank them for sending it back. (script 4)
2 days after info pack is sent, you call to confirm pack has been received
(script 5)
3 days before scheduled meeting send Postcard “I’m looking forward to
meeting you on…. And finding more out about your business”
Day before meeting, you phone to make sure info has been reviewed
(script 6).
Attend meeting and complete the sale (script 7)
Marketing Material
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Business profile
Product / service info
Features & Benefits Statement
Testimonials
Order Form
Samples
Diary
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Marketing Calendar
Key Performance Indicators
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Footfall
Website hits
Responses
Prospects
Customers
Sales – Units, £,
Profit
Other
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The Marketing Plan
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Ideal Customer
Remarkable Difference
Core Strategy
Marketing Materials
Marketing Calendar
Critical Numbers