Transcript Document

STRATEGIC MARKETING
Steve Rost
General Manager
J.C. Restoration, Inc.
4.26.12
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What makes me qualified
to speak to you today???
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My Background
• 1995 (Illinois State University)
– B.A. in Marketing
• 1995 – 2004 (R&C Air Sales)
– Sales Account Rep
– Distributor for Air Handling Equipment
– Primarily Cold Calling:
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End Users (Caterpillar, General Electric type companies)
OEM Manufactures
Sheet Metal Contractors
Engineers, Design/Build Firms
– Road Warrior
• Territory - Covered Central Illinois
• Sq. mileage of 15,000 – or about the size of the State of Maryland
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My Background
• 2004 – 2006 (ACR – Wheeling, IL)
– Monster.com Ad– Very Vague
• Sell disaster clean up services to specific insurance markets…
– Top notch Mitigation & Cleaning Company
– Role:
• Account Representative
• Initially:
– Agent Marketing
» City of Chicago
• Eventually called on five markets
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Agents
Adjuster
Property Management
Plumbers
General Contractors
• Goals (S.M.A.R.T.)
– ACCOUNTABILITY
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My JCR Background
• 2006 – present (JCR)
– Top Notch Full-Services Restoration Company
– Roles Served:
• Marketing Director (12/2006 – 4/2008)
• General Manager (April 2008 – present)
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My PRE-JCR Background
• IMACC Meeting (Early 2006)
– Farmers Claims Office
• Potential Pilot Program
• JCR & ACR
• Amfam phone call (Mid 2006)
• Resignation (July, 2006)
• Storm Chaser
– BMW X3
– I thought I made a huge mistake….
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My PRE-JCR Background
• Touhy Ave Condos
– Commercial FIRE
– 6 figures
• DOL: 11.20.2006
• On-site inspection
– Adjuster (referral source)
– Building Owner
• I had nowhere to turn…
• I called Warner Cruz
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My PRE-JCR Background
• Meeting at 142 Thorndale – Bensenville Office
– 11.24.2006 (Day after Thanksgiving)
– I told my wife…
– Warner wanted to develop a referral relationship
– “Interview” took place in Classroom
• I was hooked…
– 3 hours
– 2nd Interview – week later
– Started my JCR career on 12.18.2006
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JCR Marketing Department
(Pre - 12/06)
• One Marketing Rep
– Biz Dev Strategy
• Market Adjusters, “Who else?”
• Two week notice
• No marketing plan or budget existed
• I was told:
– Solid relationships with key adjusters
– JCR does LL
– We have good prop management relationships
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JCR Marketing Department
(Pre - 12/06)
Three primary sources of Biz Dev revenue (2005-06)
– Other restoration contractors (35%)
• Warner’s responsibility
– Property Management (12%)
• Hodge-podge – House accounts??
– Adjusters (12%)
• Former MKTG Rep responsibility
Other sources of revenue
– Agencies (6%)
• Old Amfam agent relationships (JC)
– TPAs (16%)
– JCR Affiliates (13%)
• Friends/Family/Previous Customer
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I started calling on JCRs
“key accounts”
and began to realize…
We needed a Plan
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First ‘90’ Days
90 Day Action Plan
“CRITICAL”
• Presented w/in 1 week
• Key to formulating MKTG Plan
• Bought me time
– Whispers…
• Confirmed (JC)
• “Stay the course”
• Began developing the JCR
Marketing Plan
• Warner believed in my vision
– Confidence
First ‘90’ Days
• Needed to understand and learn from WC
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Vision (1/5/10 yrs)
Expectations of JCR MKTG reps
JCR Culture
Strategic Advantages over Competition
• Needed to understand JCR company knowledge
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Review current marketing program
Review current marketing materials
Review Total Available Market (TAM)
Ride along
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With the knowledge that I gained
in the first
90 days…
I learned that
JCRs Marketing Strategies
needed to be
OVERHAULED!!!
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I realized JCR was in need of a
MARKETING PLAN
The plan needed to be:
1. Outlined & Developed
2. Implemented & Controlled
3. Executed
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OUTLINE
DEVELOPMENT
Presented in 3/07
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IMPLEMENTATION
• Develop your Strategies
– Should encompass
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Relationship Building
Networking
Goal Setting
Organization
– Market Segmentation
• Time Management
– DRRM
• Accountability
• JCR has a specific Biz Dev strategy for each target
market we serve
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CONTROL
• Designate someone in charge of Biz Dev
– Marketing Director
• Candidate should:
– Have strong social skills with the ability to Biz Dev
– Be detail & goal oriented
– Be organized
• Manage a weekly itinerary & master calendar
– Hold weekly accountability meetings
– Be able to monitor and control the effectiveness of
the marketing program
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Execution
Define Your Company Objectives
- Start with 3 or 4 goals
In March of 2007; JCR had four main objectives:
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Summary
JCR achieved our four objectives by:
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Developing our Marketing Plan
- Allow ample time to develop & implement
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Hiring a Marketing Director
- Ownership – Instill confidence…
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Defining our Target Markets
- “Back then” JCR had four main segments
- Insurance
- Property Management
- Facility Management
- Other Contractors
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Utilizing a time management system
- Tracks accountability
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Becoming active in outside associations
- JCR rule
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Implementing specific programs to each target market
- This is where the use of an outside consultant can greatly assist
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FINALLY
My advice to you:
Define marketing
“responsibility”
for each referral type
within your company.
Hold somebody accountable,
even if that is yourself…
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JCR has since defined 10 referral “buckets”
We then assign the primary division responsible for Biz Dev activities within that
Target Market
Referral Types
Division
Responsible
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800 BUP
800BUP
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TPA
Exec
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Other Contractors *
Exec
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Advertising/Internet
MKT
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Adjuster
CMD
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Agents
MKT
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CIH
ENV
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JCR Affiliates **
House
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Plumber
MKT
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Prop & Facility Mgmt
MKT
* General Contractors, Restoration Contractors, Sub Contractors
** JCR Employees, Friends/Family, Previous Customer
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Humbly, if JCR is deemed to be a successful organization
by our peers…
It is due to the fact Warner always
instills confidence in his employees and
was willing to stay the course on a new marketing plan
Today, I try to emulate his leadership skills by giving the
same advice to the management staff here at JCR
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THANK YOU
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