Presented by:
Ethan Chazin
President
The Chazin Group
Master Your Marketing
What’s a “PRODUCT”
Know Your Customers
Align Your Marketing,
Sales & Business
Strategies for
Success.
Aligning Goals
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing...
Aligning Goals
MARKETING’s YEAR-LONG “THEME”
CATEGORY STRATEGIES
Target Market
Positioning Statement
Offering to customers...
5Ps Meet 2Is:
Individualization
& Interactivity
• MASS CUSTOMIZATION means you have the
ability to send out customized communications
with MANY of your customers simultan...
• The extent/amount of 2-WAY communication
between your customers and you.
• The Internet gives your customers the
power t...
Kinds of Product
What’s a “PRODUCT”
• Core Product Benefit: most basic value
offered by your products.
• Basic/Actual: minimum product offering
needed to deli...
Customer Needs
• STATED: inexpensive car.
• REAL: car with LOW operating cost.
• UNSTATED: good service.
• DELIGHT: include a cool GPS sy...
Pareto Lives
3 Types of Client
Mercenary (87)
Loyalist (10)
Raving Fan (3)
4 Stages of the
Customer
Relationship Model
The Relationship
You need different skills at
different stages of the
sales process.
The Sales Process
Prospect Marketing Skills
Sale Solution Selling Skills
Repeat Customer
Service Skills
Apostle
Relationsh...
• Customer relationships increase your
profitability 3 ways:
– It costs less to service existing clients than to
generate ...
• Define the “expected” lifetime value of your
customer.
• The PARETO Principle matters.
• You MUST have a database of pas...
Know Your Customers
• Goal: Identify and Study Your Top 20:
– Create a Profile To Match Your Top 20
– Use the RFVP Profile...
What’s a “Brand?”
Is a Brand a
PROMISE?
 Memorable
 Invaluable
 Unique
Brands Matter
• Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how mu...
• Savvy customers.
• Brand proliferation.
• Media fragmentation:
– Cost
– Clutter: 10-15 second spots join :30 & :60 spots...
• You achieve different outcomes from the
“added value” attributed to a product as a
result of marketing the brand.
• You ...
31
The Chazin GroupSeek New Markets
32
• How Long Does It Take to Follow Up on a
Lead? Set a Company Policy.
• Ask All Leads: How Did You Hear About Us?
• Ass...
33
• Develop a Strategic Networking Plan For
Identifying, Engaging and Converting
Prospects.
• Create a BEST Customer Prof...
34
Where Are Your
Referrals?
The Chazin Group
35
• For Small Businesses New Business Comes
One of 3 Ways:
 50% from existing clients
 35% are referrals from existing
...
Reward, Recognize,
Retain Your Top Clients
• Thank them.
• Give gifts.
• Discounts, coupons, special offers.
• Honor outdated returns.
• Encourage desired behavior.
...
• Maintain a robust database.
• Keep in touch.
• Encourage complaints.
• Offer loyalty programs.
• Do an amazing job!
The ...
• Create Action Plan to Develop
Apostles:
– Conduct needs assessment
– Develop set of CUSTOMIZED solutions
– Convince clie...
• 3 Steps to Gain Apostles:
– Write down your apostles.
– Say what it takes to keep them.
– Define a list of clients to co...
• Learn Your Prospect/Client’s Top Pain Points
• What Challenges Do They Face
• Deliver Value at Every Stage of the 4-Step...
• Follow Your Customer Conversations Online.
• Align Sales, Marketing, & Product Management.
• Touch Them Several Ways.
• ...
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Master your marketing PNC talk 19 September 2013

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How to develop compelling marketing that achieves your sales goals and is matched to your strategic goals.

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Master your marketing PNC talk 19 September 2013

  1. 1. Presented by: Ethan Chazin President The Chazin Group Master Your Marketing
  2. 2. What’s a “PRODUCT”
  3. 3. Know Your Customers
  4. 4. Align Your Marketing, Sales & Business Strategies for Success.
  5. 5. Aligning Goals Your Business Goals Your Marketing Goals Increase market share By 15% this year. Increase sales to existing clients by 20%. Acquire 2 competitors with combined 10-15% market share. Acquire 400 new clients. Discontinue 30% of your existing product portfolio. Launch minor league baseball advertising campaign. Form 3 strategic partnerships. Integrate outdoor ad campaign in Central/No. NJ
  6. 6. Aligning Goals MARKETING’s YEAR-LONG “THEME” CATEGORY STRATEGIES Target Market Positioning Statement Offering to customers Price Strategy Distribution Sales Strategy Service Strategy Promotion Strategy Marketing Research Any other component of your marketing plan
  7. 7. 5Ps Meet 2Is: Individualization & Interactivity
  8. 8. • MASS CUSTOMIZATION means you have the ability to send out customized communications with MANY of your customers simultaneously. • Your customers decide how much interaction they have with you through: – Social media – User forums/online user communities – Chat & Messaging – Email – Website contacts Individualization
  9. 9. • The extent/amount of 2-WAY communication between your customers and you. • The Internet gives your customers the power to engage with you in a way never previously permitted. • Shift from broadcast 1-WAY dialog (TV & radio) to an interactive marketing dynamic which fosters debate, exchanges, and… …CONVERSATION! Interactivity’s New Paradigm
  10. 10. Kinds of Product
  11. 11. What’s a “PRODUCT”
  12. 12. • Core Product Benefit: most basic value offered by your products. • Basic/Actual: minimum product offering needed to deliver your core benefit. • Augmented: Features that go beyond your customer’s basic expectations. What’s a “PRODUCT”
  13. 13. Customer Needs
  14. 14. • STATED: inexpensive car. • REAL: car with LOW operating cost. • UNSTATED: good service. • DELIGHT: include a cool GPS system. • SECRET: your friends see you as a cool and savvy consumer. 5 Needs
  15. 15. Pareto Lives
  16. 16. 3 Types of Client Mercenary (87) Loyalist (10) Raving Fan (3)
  17. 17. 4 Stages of the Customer Relationship Model
  18. 18. The Relationship
  19. 19. You need different skills at different stages of the sales process.
  20. 20. The Sales Process Prospect Marketing Skills Sale Solution Selling Skills Repeat Customer Service Skills Apostle Relationship Skills Know Your Customers
  21. 21. • Customer relationships increase your profitability 3 ways: – It costs less to service existing clients than to generate new ones. – Existing clients are willing to pay a higher price for your products and services. – Strong buyer-seller relationships increases the likelihood that customers will share their personal information which can help you customize offerings and sell more effectively to them. Value in Relationships
  22. 22. • Define the “expected” lifetime value of your customer. • The PARETO Principle matters. • You MUST have a database of past customer purchases. • A profitable/unprofitable client today is an unprofitable/profitable one tomorrow. • Consider how many referrals they give you. RFVP: Recency, frequency, volume & profit. Determine Customer Value
  23. 23. Know Your Customers • Goal: Identify and Study Your Top 20: – Create a Profile To Match Your Top 20 – Use the RFVP Profile: • Recency Of Them Doing Business With You • Frequency of Them Doing Business With You • Volume of Business They Do With You • Profit They Contribute (conduct an ROI)
  24. 24. What’s a “Brand?”
  25. 25. Is a Brand a PROMISE?
  26. 26.  Memorable  Invaluable  Unique
  27. 27. Brands Matter
  28. 28. • Reduces the cost associated with searching for products internally (how much to think about them) and externally (how much to look for them.) • Define product/service qualities. • Present product/service characteristics. • Chance to “connect” with product maker. • Sign of “perceived” quality…PRESTIGE. • Help consumers organize their knowledge about a product to clarify their decision-making and thus adds value to firms. Brands Matter
  29. 29. • Savvy customers. • Brand proliferation. • Media fragmentation: – Cost – Clutter: 10-15 second spots join :30 & :60 spots – Fragmentation: Growth of independent stations & cable – Technology: VCRs, Remote controls, TiVo • Increased competition. • Increased costs. • Greater accountability by marketers to hit short-term profit goals. Branding Challenges
  30. 30. • You achieve different outcomes from the “added value” attributed to a product as a result of marketing the brand. • You can create value for the brand in many different ways. • Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand. • There are many different ways in which the value of a brand can be exhibited or exploited to benefit the firm. Brand Equity
  31. 31. 31 The Chazin GroupSeek New Markets
  32. 32. 32 • How Long Does It Take to Follow Up on a Lead? Set a Company Policy. • Ask All Leads: How Did You Hear About Us? • Assign Campaign Reference Codes. • Use Unique Tel #s For Each Campaign to Track Results. • Utilize a Lead Capture/Management System. • Custom Landing Pages. The Chazin GroupProspecting
  33. 33. 33 • Develop a Strategic Networking Plan For Identifying, Engaging and Converting Prospects. • Create a BEST Customer Profile. • Launch a “Give to Get” Referral Strategy. The Chazin GroupSeek New Markets
  34. 34. 34 Where Are Your Referrals? The Chazin Group
  35. 35. 35 • For Small Businesses New Business Comes One of 3 Ways:  50% from existing clients  35% are referrals from existing customers  15% from advertising efforts 85% of your NEW business comes from EXISTING business The Chazin GroupPower of Referrals
  36. 36. Reward, Recognize, Retain Your Top Clients
  37. 37. • Thank them. • Give gifts. • Discounts, coupons, special offers. • Honor outdated returns. • Encourage desired behavior. • Customer “Spotlights.” • Waive outstanding balances. The Chazin GroupReward Them
  38. 38. • Maintain a robust database. • Keep in touch. • Encourage complaints. • Offer loyalty programs. • Do an amazing job! The Chazin GroupClient Retention
  39. 39. • Create Action Plan to Develop Apostles: – Conduct needs assessment – Develop set of CUSTOMIZED solutions – Convince client to implement your recommendations – Review annually – Target 12 Gain Apostles
  40. 40. • 3 Steps to Gain Apostles: – Write down your apostles. – Say what it takes to keep them. – Define a list of clients to convert to apostles: • 2X the Actual # Current Apostles • Follow Actions From Previous Step • Convert 50% Per Year Until Magic 12 Gain Apostles
  41. 41. • Learn Your Prospect/Client’s Top Pain Points • What Challenges Do They Face • Deliver Value at Every Stage of the 4-Step Sales Process • Exceed Their Wildest Expectations • Empower Every Employee to do the Same • Account Penetration Strategy • Create Policy of “Standards of Care” Sales Success
  42. 42. • Follow Your Customer Conversations Online. • Align Sales, Marketing, & Product Management. • Touch Them Several Ways. • Focus Your Presentations in Their Problems. • Become More Visible: – Attend Events, Trade Shows & Conferences – Get Published & Interviewed – Blog, Blog, Blog, Blog, blog, Blog, Blog – Serve on Roundtables & Panels – Engage In Social Media Sales Success

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