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Marketing to the World
 

Marketing to the World

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  • Canadian Laurie Hayes is a certified life and business coach and author of numerous small and home-based business articles. As a referral marketing and client attraction specialist, she helps business owners and professionals get more clients, keep the ones they have longer and turn them into powerful referral sources.
  • Canadian Laurie Hayes is a certified life and business coach and author of numerous small and home-based business articles. As a referral marketing and client attraction specialist, she helps business owners and professionals get more clients, keep the ones they have longer and turn them into powerful referral sources.
  • Hi My name is Maria Anderson, from Sustainable Marketing Services We help companies in service businesses to Create sustainable profits in changing economic climates Today i would like to talk with you about: how to maximise your opportuities in 2009 how to optimise your investment in marketing putting social media into your mix how to measure your return as well as give you some quick recommendations.
  • Roadmap Did you develop a marketing or a business plan when the economy was booming? With unemployment rates increasing, consumers will change their purchase behaviours, in an attempt to cut their spending There will be opportunities for businesses but they will be different opportunities Companies that seek out new opportunities perform better in recessions Recommendation : sit down with your team and opportunities in 2009. Marketing messages consumers will respond to different messages in periods of economic downturn Consumers will have an emotionally based need to: Control costs Reduce spending Minimise risk. Recommendation: ask yourself what emotions your clients are feeling ask yourself what problem can you service or product can solve for clients today ensure your marketing messages talk to their “needs” not wants. Products consumers will change their product preferences consumers will cut back on luxuries Ensure you have a range of products at different price points give them payment plans to make it easier
  • What area of your marketing needs the most work? If you were to focus on one element of your marketing, which one marketing activity, would help your business the most? For example: for companies that have insufficient cash coming to pay bills and generate a problem, they may need to focus on lead generating activities to bring in more customers and more revenue if a company is losing too many customers, then they may need to focus on the client experience and service some company may have a great client base, but want to generate more income from their existing clients, so they may need to focus on cross sell and upsell strategies The reason i am suggesting business focus on one marketing strategy first is that most business owners have insufficient time, staff and financial resources to conduct a number of activities. It also gives business owners the opportunity to assess and fine tune the marketing strategy. Once this strategy is working, then move on the another marketing strategy.
  • What area of your marketing needs the most work? If you were to focus on one element of your marketing, which one marketing activity, would help your business the most? For example: for companies that have insufficient cash coming to pay bills and generate a problem, they may need to focus on lead generating activities to bring in more customers and more revenue if a company is losing too many customers, then they may need to focus on the client experience and service (retention) some companies may have a great client base, but want to generate more income from their existing clients, so they may need to focus on cross sell and upsell strategies The reason i am suggesting business focus on one marketing strategy first is that most business owners have insufficient time, staff and financial resources to conduct a number of activities. It also gives business owners the opportunity to assess and fine tune the marketing strategy. Once this strategy is working, then move on the another marketing strategy.
  • So you have decided whether you are going to focus on acquisition, retention or cross sell / upsell Now you need to select 3 to 5 marketing tactics for that specific area of interest Choose tactics that you know delivers the best result for your business I have listed some examples of tactics above. Different tactics will work better than others for different businesses.
  • Measurement I am going to come back to measurement towards the end of the presentation. A simple sales tool which can help you optimise your marketing investment is available on my website. This tool will guide you through this process.
  • Social media Web 2.0 which includes social media attracts about 1 million visitors a month globally. Social media includes things like: Blogs, wilkis, podcasts, information tagging, prediction markets, and social networks Some specific mediums that you may be familiar with include: Facebook, Twitter, blogs, Linkedin, Delicious etc I am not going to talk about all of these. Social media is moving at such a rapid rate that I think it difficult for anyone to really say they an expert @ social media. But I will share with you some of my learnings and some examples.

Marketing to the World Marketing to the World Presentation Transcript

  • The Webinar will start shortly.
  • Promote your business and your expertise to the global market. Marketing to the World
  • Stella De Zotti Australian Businesswomen’s Network Promote your business and your expertise to the global market. Marketing to the World
  • Suzi Dafnis Australian Businesswomen’s Network Promote your business and your expertise to the global market. Marketing to the World
  • Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World Laurie Hayes The HBB Source / SendOutCards
    • Which of these marketing strategies do you currently employ?
    • Social Networking
    • Referral Marketing
    • Web Marketing
    • Direct Mail
    • Email Marketing
    • Publicity
    Poll Promote your business and your expertise to the global market. Marketing to the World
    • Canadian Laurie Hayes is a certified life and business coach and author of numerous small and home-based business articles.
    • As a referral marketing and client attraction specialist, she helps business owners and professionals get more clients, keep the ones they have longer and turn them into powerful referral sources.
    Laurie Hayes The HBB Source / SendOutCards Promote your business and your expertise to the global market. Marketing to the World
    • Social Media
    • Who to connect with
    • How to connect (first contact and afterwards)
    • How to add value and grow relationships
    • International Networking Success Stories
    • Quality vs. Quantity
    How To Practice Referral Marketing Internationally Promote your business and your expertise to the global market. Marketing to the World
  • Making Connections Promote your business and your expertise to the global market. Marketing to the World
    • Facebook
    • LinkedIn
    • Twitter (micro blogging)
    • Community Web Sites
    • Forums
    “ social networking” 500,000 members 200 countries create your own Europe/China
    • Shared target market
    • Non-competing
    • Active
    • Professional
    • Well-connected
    • Leaders
    Who Make the Best Connections? Promote your business and your expertise to the global market. Marketing to the World
    • Submit friend request
    • Review web sites, interests, books read, associations, skills, interests, places visited.
    • Make intelligent, relevant posts
    • Request additional information
    • Pick up the phone
    How do I make the connection? Promote your business and your expertise to the global market. Marketing to the World
    • Make introductions
    • Send helpful resources
    • Post testimonials or words of thanks on their blogs, profiles or forums
    • Personally recognise their birthdays or accomplishments (send a card)
    • Quality vs. Quantity (power of 250)
    How to add value and grow the relationship Promote your business and your expertise to the global market. Marketing to the World
      • It started with a book
      • Know who’s following you
      • Turning acknowledgement into a radio interview
      • The power of asking
      • Skype can be your best friend
    Success Stories Promote your business and your expertise to the global market. Marketing to the World
      • The HBB Source (for new and aspiring home business owners)
      • www.thehbbsource.com
      • SendOutCards (greeting cards to create personal touch with clients, new connections and referral sources)
      • www.cardattraction.com
    Laurie Hayes’ Resources Promote your business and your expertise to the global market. Marketing to the World
    • Agenda
    • Maximising your opportunities in 2009
    • Optimising your investment in marketing
    • Putting social media into your mix
    • Measuring your return
    • Some recommendations
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • Maximising your opportunities in 2009
    • Re-assess marketing and business plan
    • Refine marketing messages
    • Enhance products
    • Resource: 3 questions tools
    • http://www.sustainablemarketingservices.com.au/dmdocuments/ three_questions_that_can_help_sustain_your_profits!_v2.pdf
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you optimise your investment?
    • Focus on one marketing strategy
    • Focus on 3 to 5 tactics
    • Measure your return
    • Resource: Increase your sales tool
    • http://www.sustainablemarketingservices.com.au/dmdocuments/ three_questions_that_can_help_sustain_your_profits!_v2.pdf
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you optimise your investment?
    • Focus on one marketing strategy
      • Acquisition
      • Retention
      • Cross sell / upsell
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you optimise your investment?
    • Focus on 3 to 5 tactics
      • Acquisition: advertising, networking, direct mail online marketing, referral program
      • Retention: customer survey, enhance service, increase product range, offer payment plans, reward loyalty
      • Cross sell / upsell : sales scripts, educate customers on product range, train staff on sales, point of sale merchandise, in store promotions
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you optimise your investment?
    • Focus on one marketing strategy
    • Focus on 3 to 5 tactics
    • Measure your return
    • Resource: Increase your sales tool
    • http://www.sustainablemarketingservices.com.au/dmdocuments/ three_questions_that_can_help_sustain_your_profits!_v2.pdf
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • What is social media?
    • internet and mobile based tools
    • sharing and discussion information
    • user generated
    • words, pictures, videos and audio
    • blogs, wikis, podcasts, information tagging, prediction markets, social networks
    • Facebook, Myspace, Twitter, Linkedin, Flickr, Delicious
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • What are the benefits of social media?
    • Raise brand awareness
    • Demonstrate expertise
    • Build credibility
    • Deliver value to users
    • Generate leads & sales for some
    • Need a web 2.0 website
    • Resource:
    • www.sustainablemarketingservices.com.au/blog
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • Success factors in social media (McKinseys)
    • Provide value to users
    • Allow users to decide on mediums
    • Ensure management takes active role
    • Incorporate into daily life e.g. google
    • Appeal to participants’ egos – not just their wallets
    • Target users who can create critical mass
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • Case study – J.P. Morgan
    • Goal : raise awareness of brand
    • How : provide useful information
    • What : online banners and blog
    • Outcome:
      • banners generated strong click thrus
      • content not appealing enough to encourage good subscriptions
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • First week – banner 1
    • Second week – banner 2
    • Third week – banner 3
    • Fourth week – banner 4
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
  • Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • Why measure the return on your marketing investment?
    • Focuses your resources on the right things
    • Refine marketing activities
    • Eliminate activities that don’t work
    • Compare the return for different activities
    • Get a better return on your investment
    • Grow your business sooner
    • More likely to achieve your business goal
    • More money for personal goals!
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you measure the return?
    • Ask your clients how they heard about you
    • Count the responses to promotions
    • Count the number of new customers
    • Calculate the cost per response (lead)
    • Calculate the cost per sale
    • Calculate the increase in revenue
    • Calculate life time value of new customers
    • Calculate the change in retention rates
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • How can you measure the return?
    • Print advertisement
    • Number of responses (leads) = 10
    • Cost of advertisement = $100
    • Number of sales = 2
    • Revenue per sale = $500
    • Total revenue = $1000
    • Cost per lead = total costs / no of leads
    • $100/10 = $10
    • Cost per sale = total costs / no of sales
    • $100/2 = $50
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
    • Recommendations for your 2009 tool kit
    • Review your roadmap
    • Measure the return on your investment
    • Prioritise budget on activities that deliver the best return
    • Communicate more to build confidence
    • Ask for referrals from existing customers
    • Enhance your service to protect client base
    • Dip your toe into social media
    Maria Anderson Sustainable Marketing Services Australia Pty Ltd Promote your business and your expertise to the global market. Marketing to the World
  • Questions? Promote your business and your expertise to the global market. Marketing to the World
    • Online community
    • Q&A
    • Networking
    • Friday’s Webinar – Global Roundtable
    Next steps Promote your business and your expertise to the global market. Marketing to the World