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Your Plan of Arrtact for 2010 <br />
If you came with a friend from the same company-<br />please change tables.<br />
Meet your 4 closest neighbors<br />Trade Cards<br />Tell them what you do (in less than 1 breath)<br />What is 1 thing you...
Meet your 4 closest neighbors<br />Inigo Montoya<br />Trade Cards<br />Tell them what you do (in less than 1 breath)<br />...
Step 1:<br />Finding your<br />Ideal client<br />
Who makes a great Prospect?<br />
Who makes a great Prospect?<br />Prospects just like <br />your existing clients!!<br />
Write down your 3 Best Clients<br />Think about anything common between them.<br />
Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
Kids?
Where they vacation?
What they drive
What they watch
Hobbies
Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
Which do people make buying decisions based on?<br />
Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
Kids?
Where they vacation?
What they drive
What they watch
Hobbies
Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
Kids?
Where they vacation?
What they drive
What they watch
Hobbies
Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
Write down your 3 Best Clients<br />Think about anything common between them.<br />Describe your best clients in 2-3 sente...
Competitors<br />Either want to eat your lunch, or feel you want to eat theirs<br />
But I don’t have competition….<br />
But I don’t have competition….<br />You invented a machine that provides electric and hot water for under $1,500 using mos...
Yes you do!<br />Hot water heater manufacturers<br />Diamond Miners<br />Electric Companies<br />
Your Key Differences<br />Always<br />Never<br />Tough Love:  Negative stereotypes are better <br /> 		    than positive o...
Your Key Differences<br />	Always<br />Never<br />Circle at least 3 stereotypes that are NOT you.<br />  Those are your ke...
Your Benefits<br />Pair up: <br />Write 3 things your firm does well<br />
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2 hour markeitng plan

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Randy Aimone, the Business Pediatrician, presented this at the Times Square Hilton for PR Web on 3/22/10 and a similar presentation was given to the Southern Dutchess Chamber of Commerce on 5/13/2010 for SCORE of Dutchess County.

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Transcript of "2 hour markeitng plan"

  1. 1. Your Plan of Arrtact for 2010 <br />
  2. 2. If you came with a friend from the same company-<br />please change tables.<br />
  3. 3. Meet your 4 closest neighbors<br />Trade Cards<br />Tell them what you do (in less than 1 breath)<br />What is 1 thing you plan to learn today<br />
  4. 4. Meet your 4 closest neighbors<br />Inigo Montoya<br />Trade Cards<br />Tell them what you do (in less than 1 breath)<br />What is 1 thing you plan to learn today<br />
  5. 5. Step 1:<br />Finding your<br />Ideal client<br />
  6. 6. Who makes a great Prospect?<br />
  7. 7. Who makes a great Prospect?<br />Prospects just like <br />your existing clients!!<br />
  8. 8. Write down your 3 Best Clients<br />Think about anything common between them.<br />
  9. 9. Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
  10. 10. Kids?
  11. 11. Where they vacation?
  12. 12. What they drive
  13. 13. What they watch
  14. 14. Hobbies
  15. 15. Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
  16. 16.
  17. 17. Which do people make buying decisions based on?<br />
  18. 18. Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
  19. 19. Kids?
  20. 20. Where they vacation?
  21. 21. What they drive
  22. 22. What they watch
  23. 23. Hobbies
  24. 24. Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
  25. 25. Demographics Vs. Psychographics<br /><ul><li>How (if) they vote
  26. 26. Kids?
  27. 27. Where they vacation?
  28. 28. What they drive
  29. 29. What they watch
  30. 30. Hobbies
  31. 31. Music</li></ul>Age<br />Income<br />Where they live<br />Occupation<br />Race<br />Gender<br />Etc…<br />Etc..<br />
  32. 32. Write down your 3 Best Clients<br />Think about anything common between them.<br />Describe your best clients in 2-3 sentences with your panelists<br />
  33. 33. Competitors<br />Either want to eat your lunch, or feel you want to eat theirs<br />
  34. 34. But I don’t have competition….<br />
  35. 35. But I don’t have competition….<br />You invented a machine that provides electric and hot water for under $1,500 using mostly table scraps. Waste product is diamond dust.<br />
  36. 36. Yes you do!<br />Hot water heater manufacturers<br />Diamond Miners<br />Electric Companies<br />
  37. 37. Your Key Differences<br />Always<br />Never<br />Tough Love: Negative stereotypes are better <br /> than positive ones for this exercise<br />
  38. 38. Your Key Differences<br /> Always<br />Never<br />Circle at least 3 stereotypes that are NOT you.<br /> Those are your key differences<br />
  39. 39. Your Benefits<br />Pair up: <br />Write 3 things your firm does well<br />
  40. 40. So WHAT?!!?<br />
  41. 41. SO WHAT?!!?<br />
  42. 42. Your Core Marketing Message:<br />
  43. 43. Your Core Marketing Message:<br />I/We ____________ _____________________ <br />(Action)<br />(Benefit)<br />_________________________________________<br />(Your Target Market)<br />
  44. 44. Your Core Marketing Message:<br />An Archetict’s<br />I _ _ ___ _________________<br />(Action)<br />(Your Target Market)<br />____________________<br />(Benefit)<br />
  45. 45. Your Core Marketing Message:<br />An Archetict’s<br />I _ Get_ ________________<br />(Action)<br />(Your Target Market)<br />_________________________________________<br />(Benefit)<br />
  46. 46. Your Core Marketing Message:<br />An Archetict’s<br />I _ Get_ _Contractors_<br />(Action)<br />(Your Target Market)<br />_________________________________________<br />(Benefit)<br />
  47. 47. Your Core Marketing Message:<br />An Archetict’s<br />I _ Get_ _Contractors_<br />(Action)<br />(Your Target Market)<br />Paid Faster<br />_________________________________________<br />(Benefit)<br />
  48. 48. Your Core Marketing Message:<br />I/We ____________ _____________________ <br />(Action)<br />(Benefit)<br />____________________________________<br />(Your Target Market)<br />
  49. 49. Try to help your partner out with one or two examples. <br />
  50. 50. Try to help your partner out with one or two. <br />The Goal?<br />To get your group-mates to say: <br />
  51. 51. Try to help your partner out with one or two. <br />The Goal?<br />To get your group-mates to say: <br />REALLY?!? ….Tell Me MORE!!!<br />
  52. 52. Marketing Strategy<br />
  53. 53. Marketing Strategy<br />Right People<br />Right Time<br />Right Message<br />
  54. 54. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  55. 55. Know<br />
  56. 56.
  57. 57. Thank You<br />Questions?<br />Comments<br />Jokes? <br />Recipes?<br />Contact me at: Randy@AimOneMarketing.com<br />
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