Making the Most Out of Your Marketing Plan


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Advertising. Social Media. Marketing. Public Relations. Digital Marketing. In a world of endless marketing choices, how do business owners and managers determine how to effectively communicate to their target audiences? More importantly, how can you cut through the clutter to determine what strategies will work best to produce a sound ROI?

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Making the Most Out of Your Marketing Plan

  1. 1. Welcome toCutting Through the clutter: making the most out of your marketing plan!<br />
  2. 2. Who We Are<br /><ul><li> Established in 2008
  3. 3. A consultancy group that focuses on small to mid-sized businesses that don’t have the budget to work with a large agency or would like a more personalized approach to their marketing initiatives
  4. 4. We’ve worked with some of the biggest companies in the world including:</li></li></ul><li>Why Are We Here?<br />According to the Wall Street Journal – 58% of business owners and managers don’t know who they should be marketing their business to<br />According to – 43 % of businesses do not have a marketing plan<br />Most business owners and managers are confused about the differences between Marketing, PR, Advertising and Social Media<br />Spending money on marketing initiatives that don’t work = bad business!<br />
  5. 5. Where We Are Today<br />Did you know???<br />
  6. 6. Key Terms<br />Brand Equity – the level of knowledge your target audience has about your product and/or services<br />Fully-Integrated Mar/Comm - is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels<br />ROI – Return on Investment<br />SEO – Search Engine Optimization<br />PPC – Pay Per Click Advertising<br />
  7. 7. Where to Start<br />Be Ready!<br />Know what Marketing IS and ISN’T capable of!<br />
  8. 8. Where to Start<br />Identifying Target Audience<br />Determining Objectives<br />Design Message<br />Select Channels<br />Establish Budget<br />Decide on Media Mix<br />Measure Results<br />Be Realistic<br />
  9. 9. Words To Live By<br />A Limited Budget Should NOT Equal A Lack of Strategy!<br />Stay Away From Working In a Silo<br />Always be asking these questions<br />Is my marketing mix making the best <br />use out of my $?<br />What are my goals?<br />How am I measuring my goals?<br />What is my Plan B, C and D?<br />
  10. 10. MARKETING 101<br />
  11. 11. Marketing<br />What is Marketing?<br />The Process of Developing and Executing Strategies that Will Work to Help Sell Your Goods and/or Services to Your Target Audience<br />
  12. 12. Marketing<br />The Marketing Umbrella!<br />PR<br />Advertising<br />Social Media<br />Digital Marketing<br />
  13. 13. Marketing <br />Fully-Integrated Mar/Comm needs to be a priority! <br />On average, it takes someone at least 6-8 times to hear about your product or see your product before they take action<br />Consumers are 8x more likely to purchase a product or service that they are loyal to<br />Value is the number one driver of purchases in today’s current economic climate<br />
  14. 14. Marketing <br />The Never Ending Question – What Should My Budget Be?<br />Rule of Thumb <br />10 – 15% of gross sales or expected gross sales for a start-up organization<br />3-5% of gross sales to maintain brand equity<br />
  15. 15. Public relations<br />
  16. 16. Public Relations<br />What is Public Relations<br />Telling your story<br />Building rapport with your public<br />Engaging with your target audience(s)<br />The New Rules of PR<br />Reporters are few and far between<br />Media outlets are dwindling<br />YOU now have the power to distribute your message – blogs, podcasts, social media outlets, community relations<br />
  17. 17. Public Relations<br />Do You Need PR? Yes & No<br />Cost effective<br />Allows you to control your message, if done correctly<br />Great for brand building<br />Allows you to become an expert in your industry<br />Can’t be successful when done alone – providing that you don’t have any brand equity<br />You need to be in it to win it!<br />
  18. 18. Public Relations<br />A Press Release is NOT a strategy<br />Established relationships with reporters are VERY important<br />Define your message<br />Be relevant<br />Have your PR Tool Kit ready<br />Biographies<br />FAQ<br />Fact Sheet<br />Photos<br />Audio/Video Files<br />Press Release<br />
  19. 19. advertising<br />
  20. 20. Advertising<br />Advertising You Pay For, PR You Pray For<br />Ads by Type<br />Broadcast Ads (TV/Radio)<br />Classified Ads<br />Direct Mail/Coupons<br />Infomercials<br />Magazine Ads<br />Online Ads<br />Outdoor Ads<br />Print Ads<br />Transit Ads<br />Yellow Pages Ads<br />
  21. 21. Advertising <br />Keys to effective Advertising<br />Hire someone who knows how to purchase media!<br />Frequency is KING<br />Copy is everything!Creating a perception of urgency can be as easy as choosing the right words to use in your copy. Don't be tempted to overload your marketing messages with words that suggest immediacy, though. Instead, place these words strategically within your calls to action.<br />Don't delay<br />Act now<br />Hurry in<br />Call today<br />Call now<br />
  22. 22. Advertising<br />Create time-sensitive offersAn excellent way to get the attention of consumers and make them move to action is to tie your messages to a specific time frame or deadline. This is particularly effective for marketing messages that advertise short-term promotions. You can create time-sensitive messages by using quantifiers like:<br />While supplies last<br />For a limited time only<br />Available to the first 20 callers<br />One-day sale <br />
  23. 23. Advertising<br />Scrutinize the effectiveness of a tool. Before you spend one dime on any placement, ask yourself a few questions:<br />Does the medium allow you to communicate your message as often as you need?<br />Will the format allow you to communicate enough information to prompt people to call for an appointment, send in an order or request additional information?<br />What is the medium's cost in terms of the number of the number of people it will reach?<br />How many of the distribution recipients will actually be your target audience?<br />
  24. 24. Advertising<br />When all else fails… be clever! <br />
  25. 25. Social media<br />
  26. 26. Social Media<br />1. Have a purpose<br />2. Make content relevant<br />FIRST STEPS<br />
  27. 27. Social Media<br />Facebook<br />Why are you using it?<br />To Like or not to Like<br />SEO on Facebook<br />Conversation is key!<br />
  28. 28. Social Media<br />Twitter<br />To Tweet or Not to Tweet?<br />Customer Service<br />Breaking News<br />Tweeter D and Tweeter Dumb<br />
  29. 29. Social Media<br />LinkedIn<br />Use of groups<br />Connectivity<br />Don’t Sell Me… Inform Me!<br />You Tube<br />Video is King<br />The Cool Factor<br />User Generated Guerilla Marketing<br />Four Square<br />On the radar but not primetime<br />
  30. 30. Digital marketing<br />
  31. 31. Digital Marketing<br />What is Digital Marketing?<br />Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels<br />It’s different for everyone!<br />Know where you want to go and what your competitors are doing<br />Websites<br />Word Press vs. Custom<br />Do it yourself sites<br />Sell vs. Inform?<br />
  32. 32. Digital Marketing<br />SEO<br />Google checks 200 different factors to judge your website<br />Daily Changes<br />Title Tags/H1 Tags<br />Off Page SEO<br />PPC<br />How To Implement<br />Expected Results<br />Bang for the Buck<br />
  33. 33. Digital Marketing<br />EDM – Electronic Direct Mail<br />Top rated ROI<br />Great metrics<br />Cost effective<br />Ease of use/Customer friendly<br />Email in a box vs. Customized Solutions <br />
  34. 34. Thank you for your time today!for more info:web – www.rainmakercomm.comemail:<br />