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Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
Smps mar2011
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Smps mar2011

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Slides from Presentation to SMPS Wisconsin chapter on March 17, 2011.

Slides from Presentation to SMPS Wisconsin chapter on March 17, 2011.

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  • Stand up and move. Walk a bit to give your body some motion. How I put this presentation together: What are the marketing initiatives that saved/made us the most money for smallest investment? What were my highest ROI projects? Some of them came to mind immediately. And then I took out some of my scrapbooks to find the details and examples, and check for other projects that might be helpful to members of SMPS. Here’s something I’ve found useful in my career: keeping scrapbooks of my work. These two are from two A&E firms, Nolte in California and Radian, now URS. Some of these will help small to medium sized firms, some will help larger firms. And I hope to inspire you to try more than you would otherwise. You are likely to be one of the leaders in looking outward for your company, so this is important responsibility I’m suggesting you grasp. ##
  • Tell a story about disclosing the top 20% to all employees and helping everyone focus on supporting the top revenue generators. ##
  • Grade your customers turned out to be the easy part! Dump the D customers to free up time and resources for your A, B and C customers Refer them to competitors Use your A customers as a filter for your marketing efforts. Keego Harbor Marina took over 15% of the marketing budget and was a D customer. KCM Developers was an A customer for whom we did no marketing support of any kind: Engineers Week at the Children’s Museum ##
  • PRISONERS DILEMMA We’ve bought your firm. Because we have redundancy in marketing, we’ll be reducing staff support. If you’ll just tell me why the other person should be let go, your job will be safe. If both of you give me reasons, I’ll make you both part time. If neither of you talks, I’ll reduce your salaries by 10% and have to keep looking for cuts. ##
  • “ Nolte does all that kind of work around here.” Managers show up at random meetings, and the word gets around fast that there are bed checks. Letters of support from immediate supervisor, later office VP, and President at the end. ##
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  • Transcript

    • 1. Show Me the Money: Stories from Winning Proposals and Where to Save Money Winning Work Laura Ricci, M.B.A. 1Ricci LLC <ul><li>This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation </li></ul><ul><li>In Slide Show, click on the right mouse button </li></ul><ul><li>Select “Meeting Minder” </li></ul><ul><li>Select the “Action Items” tab </li></ul><ul><li>Type in action items as they come up </li></ul><ul><li>Click OK to dismiss this box </li></ul><ul><li>This will automatically create an Action Item slide at the end of your presentation with your points entered. </li></ul>
    • 2. Goals for this workshop <ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul>
    • 3. Goals for this workshop <ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>Energize You to Do Good Things </li></ul><ul><li>__________________________ </li></ul><ul><li>___________________________ </li></ul>
    • 4. Goals for this workshop <ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>Energize You to Do Good Things </li></ul><ul><li>Tell You Stories______________ </li></ul><ul><li>___________________________ </li></ul>
    • 5. Goals for this workshop <ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>___________________________ </li></ul><ul><li>Energize You to Do Good Things </li></ul><ul><li>Tell You Stories______________ </li></ul><ul><li>Release Fear and Engage Creativity </li></ul>
    • 6. Inspire <ul><li>http://www.1ricci.com/ideas/fun-inventing-change </li></ul>
    • 7. Pareto’s Principle <ul><li>80 / 20 rule </li></ul>
    • 8. Customer Scores <ul><li>A B C D </li></ul><ul><ul><li>A: Your best customers </li></ul></ul><ul><ul><li>D: Your worst customers </li></ul></ul><ul><ul><li>B &amp; C: not A, not D, between </li></ul></ul>
    • 9. Volunteers needed <ul><li>Two who work with each other </li></ul><ul><li>Two who don’t know each other </li></ul>
    • 10. The Prisoner’s Dilemma <ul><li>Trust </li></ul>
    • 11. Client or Competition?
    • 12. Client Focus <ul><li>Apple or HP, Dell, Microsoft? </li></ul><ul><li>Gets you first to the market </li></ul><ul><li>Preserves/Creates “A” Clients </li></ul><ul><li>Aligns Resources with Profit Stream </li></ul><ul><li>Creates a relationship and trust </li></ul>
    • 13. Dabble then polish <ul><li>http://www.1ricci.com/ideas/social-media-used-by-engineers-to-win </li></ul><ul><li>http://www.youtube.com/watch?v=Ep4L18zOEYI&amp;feature=player_embedded </li></ul>
    • 14. Storytelling 101 <ul><li>Capture </li></ul><ul><li>Exchange </li></ul><ul><li>Learn to “Tell a Story” </li></ul>
    • 15. Vertical Marketing <ul><li>60 Engineers volunteer, 45 finish. </li></ul><ul><li>Every agency, city council, planning commission in our market covered by one engineer for 6 months. </li></ul><ul><ul><li>Just show up </li></ul></ul><ul><ul><ul><li>How many bald heads? </li></ul></ul></ul><ul><ul><ul><li>What would the vote be on X issue? </li></ul></ul></ul><ul><ul><ul><li>Add data to Company address book </li></ul></ul></ul>
    • 16. Improve Hit Rate <ul><li>Go / NoGo </li></ul>
    • 17. &nbsp;
    • 18. Goals to Metrics
    • 19. &nbsp;
    • 20. Look For New Stories <ul><li>http://www.realizeali.com/ </li></ul>
    • 21. The Magic of Winning Proposals By Laura Ricci Published for Kindle and iPad At Amazon.com and iBooks@iTunes <ul><li>This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation </li></ul><ul><li>In Slide Show, click on the right mouse button </li></ul><ul><li>Select “Meeting Minder” </li></ul><ul><li>Select the “Action Items” tab </li></ul><ul><li>Type in action items as they come up </li></ul><ul><li>Click OK to dismiss this box </li></ul><ul><li>This will automatically create an Action Item slide at the end of your presentation with your points entered. </li></ul>

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