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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 …

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