4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times


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Alyssa Dver

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  • 4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times

    1. 1. Alyssa Dver, CPM & CPMM Author, “No Time Marketing” Doing Your Best Marketing in the Worse of Times
    2. 2. Ms. Marketing <ul><li>Author of: </li></ul><ul><ul><li>No Time Marketing: small business-sized steps in 30 minutes or less </li></ul></ul><ul><ul><li>Software Product Management Essentials </li></ul></ul><ul><li>Chief Executive, Mint Green Marketing, www.mintgreenmktg.com </li></ul><ul><li>Contributor to: Forbes, BusinessWeek, Entrepreneur, Promo, Readers Digest, Software Magazine, etc. </li></ul><ul><li>2007 BusinessWeek Female Entrepreneur to Watch </li></ul>
    3. 3. Agenda <ul><li>Why doing ‘good’ marketing is hard in any economic climate </li></ul><ul><li>Clarification about what marketing is and what it should be doing for your business </li></ul><ul><li>A step-by-step “no time” method to build a solid, defendable marketing plan </li></ul><ul><li>Realistic checks and balances – both short and long term </li></ul>
    4. 4. Sound familiar? <ul><li>“ What has marketing done for me lately?” </li></ul><ul><li>“ Marketing is a necessary evil.” </li></ul><ul><li>“ We have no good leads.” </li></ul><ul><li>“ Marketing is a cost center, not a revenue generator.” </li></ul><ul><li>“ Anyone can do marketing. Its intuitive.” </li></ul><ul><li>“ The Internet makes it so easy and affordable to do marketing.” </li></ul><ul><li>“ Marketing is a luxury we can’t afford.” </li></ul>
    5. 5. Modern Marketing 1 x 1 marketing LinkedIn Groups Second Life Affiliate Marketing Tipping Points Chasms Permission marketing Clickthroughs Mobile ads Flash demos Track backs SEO Twitter Facebook Blogs Opt in/Opt out Customer relationships Loyalty programs Virtual events Corporate responsibility Web video AdWords Landing pages Mavens YouTube
    6. 6. Misleading Marketing Measurements
    7. 7. Downmarket Doubts
    8. 8. Manic Marketing “ I should do marketing” I shouldn’t do marketing” “ I should do marketing” “ I should do marketing” I shouldn’t do marketing” I shouldn’t do marketing”
    9. 9. Maxed Out Marketing
    10. 10. Today’s goal: calm, confident marketing
    11. 11. Marketing Definition <ul><li>Marketing identifies, attracts, fosters and retains qualified sales leads. </li></ul>Marketing Objective: … profitably find prospects and then help them make efficient buying decisions.
    12. 12. The No Time Cure <ul><li>Step 1: do a marketing inventory </li></ul><ul><li>Step 2: fill in the missing blanks </li></ul><ul><li>Step 3: develop powerful positioning and messaging </li></ul><ul><li>Step 4: validate pricing </li></ul><ul><li>Step 5: acquire new leads </li></ul><ul><li>Step 6: foster leads </li></ul><ul><li>Step 7: create a defendable marketing plan </li></ul><ul><li>Step 8: refine plan over time </li></ul>
    13. 13. Step 1: 30 Magic Questions – Your Marketing Inventory
    14. 14. Section 1: Your Prospects & Customers <ul><li>1a. B to B or B to C? </li></ul><ul><ul><li>Size: revenue, # of employees </li></ul></ul><ul><ul><li>Type of companies: industry, public/private, domestic/international, franchised/wholly owned, for -profit or non-profit, etc. </li></ul></ul><ul><li>1b. Who buys/approves? </li></ul><ul><ul><li>job title (including homemaker, student, unemployed), gender, age, income and education level, professional and personal interests </li></ul></ul><ul><li>1c. Who uses? Same or different than buyer? </li></ul><ul><ul><li>job title, gender, age, professional and personal interests </li></ul></ul><ul><li>1d. Who participates in the purchase decision? Are there multiple people or a committee? </li></ul><ul><ul><li>role each person plays </li></ul></ul><ul><li>1e. What other types of people, companies, or industries would you like to sell to? </li></ul><ul><ul><li>Why </li></ul></ul>
    15. 15. Section 2: The Buying Process <ul><li>2a. Steps prospects go through evaluating </li></ul><ul><ul><li>Talk with people inside your company? </li></ul></ul><ul><ul><li>Use your website or other marketing collateral? </li></ul></ul><ul><li>2b. How long to a yes or no decision? </li></ul><ul><li>2c. Requests for proposals (RFPs) or other formal methods of evaluation? </li></ul><ul><li>2d. References or other purchasing input? </li></ul><ul><ul><li>When in the buying cycle is this required? </li></ul></ul><ul><li>2e. Product demonstrations </li></ul><ul><ul><li>Run on their own or done by a company representative? </li></ul></ul><ul><li>2f. Trial period or return policy? Warranty? </li></ul><ul><li>2g. Part of prospect’s budgeting process? </li></ul><ul><li>2h. How often win ? Why do you lose? </li></ul>
    16. 16. Section 3: Your Marketing Channels <ul><li>3a. Media - magazines, websites, blogs, newsletters, TV, radio are prospects (users, influencers and buyers) reading or watching? </li></ul><ul><li>3b. Read/watch at work (during work time) or at home (on their own time)? </li></ul><ul><li>3c. Tradeshows? </li></ul><ul><li>3d. Associations? </li></ul><ul><li>3e. Industry analysts, other thought leaders? </li></ul>
    17. 17. Section 4: Your Competition <ul><li>4a. Similar products or services? </li></ul><ul><li>4b. Other ways to accomplish the same thing? </li></ul><ul><ul><li>manually or using other tools? </li></ul></ul><ul><ul><li>Why is it better to use a product or service like the one you offer? </li></ul></ul><ul><li>4c. Replace existing solution or new budget money required? </li></ul><ul><li>4d. Why are you a better value to a prospect? </li></ul><ul><li>4e. Your company and product /service weaknesses </li></ul><ul><li>4f. What happens to prospects if they don’t use your’s? </li></ul><ul><ul><li>Risk liabilities? </li></ul></ul><ul><li>4g. Priced competitively? </li></ul><ul><ul><li>Relative to competitors’? </li></ul></ul><ul><ul><li>Relative to manual or substitute solutions? </li></ul></ul><ul><li>4h. Admire any of your competitors’ products/services or their marketing techniques? </li></ul><ul><ul><li>Why? </li></ul></ul>
    18. 18. Section 5: Your Market <ul><li>5a. Key trends in your market today </li></ul><ul><ul><li>3-5 years? </li></ul></ul><ul><li>5b. Market crowded? </li></ul><ul><ul><li>Must you educate? </li></ul></ul><ul><li>5c. Short- and long-term market share goals? </li></ul><ul><li>5d. What does your company want to be known for? </li></ul>
    19. 19. Step 2: Obtaining the missing answers
    20. 20. Step 3 : D evelop powerful positioning and messaging <ul><li>For [describe target customers/businesses] </li></ul><ul><li>[Your Company] provides </li></ul><ul><li>[Describe product/service in layman terms] </li></ul><ul><li>that </li></ul><ul><li> [The benefit of using your product/service instead of alternative means to address the problem] . </li></ul><ul><li>Unlike other solutions, our product [ compared to the competition, describe why your offering is uniquely valuable] . </li></ul>A positioning statement says what you provide, why is it the best, who it benefits and how.
    21. 21. Messaging Exercises <ul><li>1. List the words that you want people to use when describing your company: (e.g. innovative, inexpensive, quality, smart, organized, etc.) </li></ul><ul><li>2. If you could pick any celebrity (alive or dead, real or fictional, Hollywood, literary, political – essentially, someone well known to the public) to be your company spokesperson, who would it be and why? Describe the qualities that make them ideal to hypothetically represent your product or service. </li></ul><ul><li>3. What other companies (in any industry) do you feel have the same or similar attitude or look and feel as yours or that you would like to be more like? Why? </li></ul>
    22. 22. Step 4: Validate pricing <ul><li>PriCCCCing </li></ul><ul><ul><li>Cost (margin) </li></ul></ul><ul><ul><li>Competition (market position) </li></ul></ul><ul><ul><li>Customers (elasticity) </li></ul></ul><ul><ul><li>Change (maintenance) </li></ul></ul>
    23. 23. Step 5: Acquire new leads push marketing <ul><li>Advertising </li></ul><ul><li>Direct mail * </li></ul><ul><li>Internet Mail/newsletters * </li></ul><ul><li>Media/PR </li></ul><ul><li>Face-to-face seminars * </li></ul><ul><li>Tradeshows, conferences, associations </li></ul><ul><li>Webinars & teleseminars * </li></ul><ul><li>Telemarketing * </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Frequent Buyer and Customer Loyalty Programs </li></ul><ul><li>Referral Programs </li></ul><ul><li>Etc….. </li></ul>* Require lead lists
    24. 24. Step 6: Foster leads pull marketing <ul><li>Brochures </li></ul><ul><li>Data/spec or information sheets </li></ul><ul><li>Whitepapers and briefs </li></ul><ul><li>Website(s) </li></ul><ul><li>Blogs, online discussion groups </li></ul><ul><li>Videos </li></ul><ul><li>Customer Case studies </li></ul><ul><li>Cost and ROI tools </li></ul><ul><li>Demos </li></ul><ul><li>Presentations </li></ul><ul><li>Email and phone call follow-ups </li></ul><ul><li>Etc… </li></ul>
    25. 25. Tracking leads – relationship building & resource allocation <ul><li>Sources </li></ul><ul><li>Next steps </li></ul><ul><li>Elapsed time </li></ul><ul><li>Escalation process </li></ul><ul><li>Closed vs. dead leads </li></ul><ul><li>Etc… </li></ul>
    26. 26. Step 7: Create a defendable marketing plan Present, don’t write!
    27. 27. Step 8: Refine plan over time <ul><li>Monitor what is working </li></ul><ul><li>Maintain marketing intelligence </li></ul><ul><ul><li>Google alerts </li></ul></ul><ul><ul><li>Media read time: Analysts distribution; newsletters </li></ul></ul><ul><ul><li>Advisory board </li></ul></ul><ul><ul><li>Selective conference and association attendance </li></ul></ul><ul><ul><li>Set quota of customer/prospect interactions </li></ul></ul><ul><li>Do an annual marketing plan review </li></ul>
    28. 28. Final thoughts [email_address] 508.881.5664 Twitter @notimemarketing www.NoTimeMarketing.com Book, eBook, templates, teleclasses Downtown Women’s Club discount = 10% off Use order code: DWC consulting, custom training, event speaking, promotional use for new prospects and loyal customers