Transcript Viagra - Toronto Talks

Toronto Talks
Mark Powell/ Partner
Dundurn Marketing Inc.
[email protected]
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Viagra – the untold story
What keeps you up at
night?
What keeps you awake
at night?
How to build an effective
go-to-market plan
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Getting acquainted
Who you are?
Do you have a current
marketing plan that
you use?
Only 40% of SMEs
have a business plan.
Less than ¼ have a
long term strategic
plan
Is it any surprise that
we have nightmares?
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Why do you need a marketing
plan?
Provide focus & clarity to your business
Establish a template for innovation & growth
Companies that master innovation have 78%
higher profit levels
Increase & crystallize the value of your
business
Exit plan
Mini-case study: Leadership crisis
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
What is marketing?
Viewed as a cycle or series of steps needed to
get products from origin to end customer
Awareness-consideration-evaluation-trialpurchase
We will break down the nightmare of marketing
into a series of steps or principals. All feasible.
Most at no cost
Tip #1: Go to bed 1 hour earlier. Keep a pen &
paper by the bed. Ask the question ‘what am I
worried about?’. Write down the answers. Go
to sleep
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Step #1: What is your
business?
What do you actually do?
Develop/ visualize a picture of
your business or work in the
next 1, 3 & 5 years. Put some
#s beside the picture
Be objective. Ask your
management team, clients,
suppliers, peers, partner &
spouse how they view your
business
Tip #2: Validate the plan
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Step #2: Build a customer
profile
Who is the customer & who is their
customers’ customer? Understand their
needs
Develop a script
Have the people who are closest to the
customer ask the questions to the client
Record the information in a database;
Act, Outlook, Access, Excel
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Step #3: Align & communicate
your plan
Flip the knowledge
equation & feel good
about it
Grow your knowledge
base – reading is a lot
of work
Tip #3: Find out who
knows the people you
need to know
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Step #4: Build leverage
Identify logical partners & your
common goals
Tip #4: Determine your logical
partners’ WIIFM
Set up informal monthly peer
group meetings
Brainstorm 5 or 6 common
issues
Select 2 to address
Do a SNIFF test
Put it to paper
Mini-case study: Microsoft
Exchange program
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
The SNIFF test
Thumbnail marketing activity decisionmaking criteria
Building blocks for sales & marketing
process
Marketing SNIFF criteria:
•Definable revenue stream
•Provable need
•Identifiable decision-maker in target
audience
•Actionable call-to-action
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Step #5: Build reusable
marketing processes
Similar to the 1st SNIFF test
For any marketing initiative:
• Define 2 – 3 previous initiatives or leverage points that
can be utilized for the current marketing effort
• Identify 2 – 3 aspects of the considered initiative that
can be used in future marketing activities
• Examples;
– customer databases
– marketing materials
– presentation materials
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Recap
What have we
accomplished so far?
Framed a marketing
plan
Developed a client
profile
Written marketing key
messages
Identified essential
leverage points
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Strategy > Tactics
Just created a go-to-market strategy
& now;
Mark’s top 10 marketing tactical tips
[in no particular order]
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #10: Practice backwards
marketing
Front wards;
Product/service >
Communications plan >
Target audience
Backwards; Target
audience’s needs >
Messaging >
Product/service
Draw from the profiling,
business planning,
messaging & leverage
exercises we covered
Mini-case study: The pen
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #9: Tell it 3 different ways
Don’t assume your marketing
message was received or that is
was the right message to start
with
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #8: Be consistent
Most marketing campaigns &
initiatives end too early
Roll 1 initiative into the next
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #7: Follow up with all
communications
This tip ties back to tips #8 & #9
It takes an average of 8 phone calls
to get through to a prospect, most
sales reps give up after 3
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #6: Develop an elevator
pitch
Develop an 15, 30 & 60 second pitch:
•What does your company do?
•What is your company’s value proposition?
•What is your company’s benefit statement?
•Simple call to action
Why is an elevator pitch needed?:
•Provides you with a confidence building presentation tool
•Establishes a focus for your marketing messages
•Becomes the foundation for formal presentations
Mini-case study: Curt Skene’s Toronto Talks presentation:
‘The Best You Ever Slept Through”. “I am Curt Skene & I
am a great presentor”
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Slide #5: Get out of the cave
Not too many millionaire
hermits out there
Set some personal networking
goals:
– Attend 3 business
development meetings/month
– Give 2 talks or
presentations/month
– Establish 10 new business
contacts per month
Do the referral game
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #4: Create new marketing
boxes
Thinking out of the box is
extremely hard. Not thinking is
harder
Create a new box by
rearranging the contents of the
current box
Create disorder & break
assumptions with your
company & with your clients
Mini-case study: HP &
customer profiling
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #3: Use the personal touch
The depersonalization of marketing is making
traditional approaches more viable
Send hand-signed or hand-written letter
Meet people 1:1 when meeting a prospect
Collect information about client’s birthday, spare
time activities & include this information in
your client profiles
Create empathy
Mini-case study: My kid
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #2: Validate the needs
before marketing
Do not send your target audience
any marketing correspondence
without confirming a need
Need confirming questions; time,
money, decision-maker
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Tip #1: Chunk it down & get it
done
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com
Summary & finale
Web: www.torontotalks.org
E-mail:[email protected]
Tel: 416-657-1662
June 22, 2004
All rights reserved by
Dundurn Marketing Inc.
www.dundurnmarketing.com