“Motivating People - Driving Results“
“Your Leader In Results Based Marketing“
716-871-1111 www.ThinkTargetGroup.com
Introduction
Brian Sebastian – Owner of The Target Group Inc.
I am a Business Performance “Optimization” and
“Implementati...
Introduction
My goal for today is to accomplish 4 Things:
1. Talk about the power of Systems, Optimizing, and the ability ...
Accomplishments - TEAMWORK
Our Target Team:
Credited with 14 consecutive PPAI Golden Pyramid Awards for creativity and
inn...
Some of our highlights include:
• 25 years in business.
• Selected as the “Promotional Distributor of choice” for the RNC ...
Strategic Alliance
The Target Group welcomes Jim Kelly & Hall Of Fame
Promotions!
Organized Professionals Blooper
KEY: Every organization has a system. The cost of doing
business is the same whether your strategy is successful or
NOT!!
...
MARKETING WITH A SYSTEM
Marketing and Sales Results Occur, Good or Bad,
Because a System is in Place Producing Them!
RANDO...
1. Your Current Marketing Systems
2. Your Current Sales Systems
3. Your Sales Management Practices
4. Your Current “Custom...
Optimize For Results
COMMON HIDDEN MARKETING ASSETS
There are numerous Hidden Marketing Assets that may be limiting your growth.
Here are a few...
COMMON HIDDEN MARKETING ASSETS
UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS
Relationships with Other Businesses
C...
Do you have an effective and formal process in place to attract the right prospects?
• How many leads are you generating p...
MARKETING WITH A SYSTEM
Capture Core Sales Numbers
Track Core Sales Numbers
Map Results / Develop Ratios
Evaluate Results
...
MAPPING YOUR CORE SALES NUMBERS
AN EXAMPLE
BROKEN SALES AND MARKETING SYSTEM
(SALES ARE FLAT, DECLINING)
MAP YOUR PROCESS ...
OPTIMIZATION
Step 1 – How Do I Make the Direct Mail and E-Mail More Effective to Increase
Prospects?
* Right Target Market...
OPTIMIZATION
Step 2 – 50 Prospects Enter the Store
* How do we create a more positive impression?
* How do we make the sto...
OPTIMIZATION
Step 4 – Sale Is Made or Not Made
* How do we improve the closing rate of our reps?
* How do we generate more...
• Let‟s think about your sales letters, brochures, your post
card campaigns, your website, your email campaigns, etc.
Are ...
• If you want more sales…. ALL of your marketing
must say the right thing and convey a benefit driven
message!
• Using the...
The bottom line is this… your business is either “Growing” or
„Dying” it is never staying the same. The question is, which...
Their
pains
Their fears
Their
worries
Their
problems
Their interests
Their
frustrations
Their
challenges Their
troubles
Th...
YOUR MESSAGES MUST BE COMPELLING!
“What We Do”
Messages that do not resonate
(“I, We”)
vs.
“What’s In It For You”?
Benefit...
• Let‟s think about your sales letters, brochures, your post
card campaigns, your website, your email campaigns, etc.
Are ...
• If you want more sales…. ALL of your marketing
must say the right thing and convey a benefit driven
message!
• Using the...
Which Works Better: Headline A or Headline B?
A. Push Button Shave Cream
B. Moisturized Shave Cream
A Pulled better by mor...
Which works Better: Headline A or Headline B?
A. How to legally stop paying corporate taxes through an “S”
Corporation.
B....
Which works Better: Headline A or Headline B?
A: What is buffered aspirin?
B: How to stop a headache without upsetting you...
Rate these headlines in order of which pulled best (1) and
which pulled worst (5). These were a series of headlines
used i...
They are in reversed order, 5-4-3-2-1. Research has
revealed that the word “free” works magic in ads and so do
the words “...
Direct Marketing, Creative Piece Design – Attract &
Convert
RESULTS!
This Creative Marketing Piece generated an
incredible...
Creative Piece Design – Attract &
Convert
Creative Piece Design – Attract &
Convert
Pizza Cutter
Promotion
Creative Piece Design – Attract &
Convert
Swiss Army
Knife
Promotion
Do you participate at trade shows? Are your trade shows as effective as
they can be? Or are you participating because your...
WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• 12-72 Rule. News travels fast especially bad news!!
• Jeff Jarvis...
WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• Bob Garfield received poor, unresponsive service by Comcast Cable...
You need to build a
Multi- Pillar Marketing
system that will build
your business
exponentially in an
economy.
Hidden Marke...
Small Business Administration
Study
• 60% of all new businesses fail
within the first six years of
operation
• Dun and Bra...
Two Reasons Why
Businesses Fail
• Failure to understand the market
for the business‟s product or
service.
• “One of the bi...
How should your marketing and selling be different
today?
• Multi-Pillar / Asset Marketing
• Discover your hidden assets
•...
“Optimizing & Leveraging” hidden marketing
assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Und...
“Getting the maximum return, for the least amount of
expense, for the longest duration of time … on
everything you are cur...
Many companies will
not survive the
challenges of
marketing because
they are only using one
or two pillars.
Advertising
Sa...
8
Systemization
“In order for any business to work, it must become a system, so
that the business works exactly the same w...
Three Ways to Exponential
Growth
1. Attract More prospects
2. Increase conversion rate of prospects to
customers
3. Increa...
Three Ways to Exponential Growth
Growth objective 20%
Small improvements in each area will
give you dramatic growth overal...
Performance Based Marketing
Performance is maximized only when all marketing
assets are leveraged in a multi-pillar system...
Performance Based Marketing
No better investment in your business than marketing
“Marketing and innovation make money,
eve...
Performance Success Stories
• Retail Store
• $2,000 investment
• $250,000 sales increase in 1st year
• Annual ROI – 5,000%...
Marketing Multi-Pillar System
1. Uncovering and Creating Your U.S.P. / E.V.P.
2. Understand & Optimize Your Current Market...
Having a USP like …Best Price, or Highest Quality, is
like not having one at all! Everyone says the same
thing. It does NO...
Here are a few companies or brands that have such a strong
USP you can define them in some cases with as little as one
wor...
A successful company’s
marketing is systematized
through multiple marketing
pillars, leveraging & optimizing
marketing ass...
Differentiate From The Rest
“Differentiate or Die”
4 Ways We Work With Clients
The Target Group
We are the missing piece to your puzzle!
Lets Get Started!
Call us at 716-871-1111
or send us an e-mail a...
4 Ways We Work With Clients
1. Random Marketing
We become the primary source for all individual
or specific marketing need...
2. Creative Piece Developer:
We will create the perfect “WOW FACTOR” piece, designed to
command attention and brand your c...
3. Multi - Pillar Marketing Implementer:
Implement our proven 13 pillar hidden marketing asset
system to your organization...
4. Project Manager Position:
As your Project Manager we will help implement All Performance
Marketing Pillars, Projects an...
We are the ONLY performance marketing & consultant team
that guarantees our performance! Our goal is to make this
no risk ...
Babies cry for it…
Athletes strive for it…
Military heroes are willing to die for
it…
Performance & Recognition
Recognition
Everyone needs to be Wanted, Appreciated, and Recognized!
When employees are recogni...
The following outlines the importance of
Performance and Recognition Strategies
and how The Target Group can help you
Perf...
Performance & Recognition
Performance & Recognition
At the Target Group, our greatest ability is to
“Motivate People & Drive Results!”
We help organ...
Performance & Recognition
For over 20 years, we have been helping some of the most
successful organizations improve their ...
Performance & Recognition
Although many organizations we work with are from different industries, the
one constant with al...
COST TO REPLACE AN EMPLOYEE: $13,295
500 employee company
x 10% turnover rate
= 50
x 13,295 cost per employee
$664,750
Sou...
RECOGNITION DRIVES RETENTION
Top 5 Reasons Good Workers Leave:
Limited chance for advancement 41%
Lack of recognition 25%
...
Performance & Recognition
Performance & Recognition
Performance & Recognition
Performance & Recognition
“Cash is Not King” when it comes to increasing performance!
Yes it’s true…Employees will always say they would like cash f...
Why Merchandise (Luxury) Awards Outperform Cash!!!
• With money, an employee may ask him/herself “Is that all I’m worth?” ...
UtiliTarget / Cost Recovery
• Recover lost money in your utility and
telecommunication bills
• 98% success rate in full au...
UtiliTarget / Cost Recovery
UtiliTarget / Cost Recovery
Case Examples / Bill Analysis
You never know what to expect in an audit. Some of the clients w...
UtiliTarget / Cost Recovery
Case Examples / Cost Reduction
Two pharmaceutical clients, one in research & development and t...
UtiliTarget / Cost Recovery
Case Examples / Outsourcing
A New Jersey Hospital facility was looking at a rate increase of 1...
UtiliTarget / Cost Recovery
UtiliTarget Explanation Video
UtiliTarget PowerPoint
UtiliTarget Information
UtiliTarget Websi...
The Target Group
We are the missing piece to your puzzle!
Lets Get Started!
Call us at 716-871-1111
or send us an e-mail a...
“Motivating People - Driving Results“
“Your Leader In Results Based Marketing“
716-871-1111 www.ThinkTargetGroup.com
A “Turnkey” Fundraising machine! The first of it‟s kind offering 5 star
quality food delivered directly to your door. This...
• Creative Graphic Designs, Logo Creation, Branding (The right look and message is very
important. (Kleenex, sharpie examp...
• Splash, Landing Page Creation and data capture.
• Companion “Boost” Site Creation and optimization. (mini sites that per...
• Creative Piece Design (taking the right item and packaging it correctly with call to
action, deliver to the right people...
• “Cause Marketing” programs used to raise money for your charity of choice and
build Public Relations for your organizati...
Do you have a Sales funnel system, or use squeeze pages?
• http://www.keywordwinner.com/make-money/
• Is there a need for ...
Below are links to videos that explain in detail how The Target Group can help
you:
• Create Employee Excellence Health Ca...
Our Unique Selling Proposition
At the Target Group, we look at marketing differently than everyone
else! We will increase ...
We can work with you in any of four
different ways:
1. Conduct a complete Marketing Audit
and Strategy Development Meeting...
Everything that our Target Hidden Marketing Assets
Marketing Systems will do for you is fully
guaranteed.
You will at leas...
Promotional Products
Promotional products were used as far back as 1789 when President
George Washington used commemorativ...
Custom Apparel
At the Target Group we do it all when it
comes to custom branded clothing,
uniforms and team gear! Embroide...
We have complete fulfillment services to help you distribute your
“rewards” to your desired targets at specific times. No ...
On-Line promotional Store
We will create your own customized online promotional store and host
the ecommerce site at no ch...
Our Offer to You!
We are so confident in our custom embroidery, we would like to digitize your logo
for you free of charge...
Client Loyalty Programs
Looking for client loyalty and Retention? A Target Loyalty program will keep them with you
for the...
3 Reasons
3 Reasons to use Target Promotions and The Target Group for your
Promotional Products and Custom Apparel.
* Best...
Creative Piece Design – Attract &
Convert
What Makes The Difference?
It‟s not the paint brush that‟s responsible for the Mona Lisa,
It‟s not the basketball responsi...
Integrated Marketing
Anecdote: A man dies and finds himself at the Pearly Gates with both St. Peter
and the devil. St. Peter says you weren‟t s...
The Question……
How much time, effort, and money is your company spending to
attract new prospects only to lose them shortl...
Optimizing Your Organization
The time to act is NOW! The good news is the hard part is already
done.
1. We already have a ...
Who is The Target Group Inc.?
• A team of creative marketing specialists
• Result driven copy writers
• Talented graphic a...
What Can The Target Group Do For You?
• Develop a dimensional marketing campaign for your
business that will differentiate...
What Can The Target Group Do For You?
• Sell more by showcasing your products and services with
Video.
• Create a great lo...
WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• Jeff Jarvis – Unhappy experience with Dell Inc. over laptop compu...
WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• Bob Garfield received poor, unresponsive service by Comcast Cable...
Their
pains
Their fears
Their
worries
Their
problems
Their interests
Their
frustrations
Their
challenges Their
troubles
Th...
YOUR MESSAGES MUST BE COMPELLING!
“What We Do”
Prospecting Messages
vs.
“What In It For Me”?
Prospecting Messages
Headline...
SO, HOW DO YOU INCREASE YOUR PROSPECTS, IMPROVE YOUR
CONVERSION RATE AND INCREASE YOUR CUSTOMER WORTH…ALL AT THE
SAME TIME...
COMMON HIDDEN MARKETING ASSETS
There are numerous Hidden Marketing Assets. Your small business may have unique
Hidden Mark...
COMMON HIDDEN MARKETING ASSETS (Continued)
UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS
Relationships with Other ...
IF YOU WANT TO INCREASE SALES, CUSTOMERS, AND PROFITABILITY YOU MUST
KNOW YOUR CORE SALES NUMBERS!
For instance…
…How many...
MARKETING WITH A SYSTEM
Marketing and Sales Results Occur, Good or Bad,
Because a System is in Place Producing Them!
RANDO...
MARKETING WITH A SYSTEM (continued)
SYSTEM MARKETING
Capture Core Sales Numbers
Track Core Sales Numbers
Map Results / Dev...
MAPPING YOUR CORE SALES NUMBERS
AN EXAMPLE
BROKEN SALES AND MARKETING SYSTEM
(SALES ARE FLAT, DECLINING)
MAP YOUR PROCESS ...
OPTIMIZATION
YOU WANT TO GET THE MOST OUT OF EVERY STEP
IN YOUR SALES AND MARKETING PROCESS
SO, HERE ARE SOME KEY OPTIMIZA...
OPTIMIZATION (continued)
Step 1 – How Do I Make the Direct Mail and E-Mail More Effective to Increase
Prospects?
* Right T...
OPTIMIZATION (continued)
Step 2 – 50 Prospects Enter the Store
* How do we create a more positive impression?
* How do we ...
OPTIMIZATION (continued)
Step 4 – Sale Is Made or Not Made
* How do we improve the closing rate of our reps?
* How do we g...
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  • What kind of difference do you think we can make if we optimized every one of these components?
  • What kind of difference do you think we can make if we optimized every one of these components?
  • What kind of difference do you think we can make if we optimized every one of these components?
  • What kind of difference do you think we can make if we optimized every one of these components?
  • Sometimes it’s not what you say but how you say it that will give you the results you are looking for.
  • What kind of difference do you think we can make if we optimized every one of these components?
  • Sometimes it’s not what you say but how you say it that will give you the results you are looking for.
  • Good time to ask what their system of marketing is? How do they attract new prospects?
  • Good time to mention how McDonalds works same cheeseburger here as it is in japan.
  • Show the 8 modules
  • Get around to it!! A round tuit!!
  • Get around to it!! A round tuit!!
  • You and all your competitors are all in the fish bowl fighting for clients. All about the same give or take 10%. Sames shows, same ads etc.
  • Create your own economy!
  • Tg non selling ppt 61713 (2) - copy

    1. 1. “Motivating People - Driving Results“ “Your Leader In Results Based Marketing“ 716-871-1111 www.ThinkTargetGroup.com
    2. 2. Introduction Brian Sebastian – Owner of The Target Group Inc. I am a Business Performance “Optimization” and “Implementation” Specialist My strength is finding overlooked sales opportunities or under performing business activities that most organizations don‟t see or know how to tap
    3. 3. Introduction My goal for today is to accomplish 4 Things: 1. Talk about the power of Systems, Optimizing, and the ability to Implement. 2. Strategies to help you… Attract, Convert and Retain Clients, while reducing costs and improving your bottom line. 3. Show how you can grow your business 15-100% or more without spending any extra money on advertising. 4. Learn more about your organization, and help you identify hidden assets and opportunities that can be optimized.
    4. 4. Accomplishments - TEAMWORK Our Target Team: Credited with 14 consecutive PPAI Golden Pyramid Awards for creativity and innovative in measurable marketing campaigns. SGIA Golden Image Award Impressions Award The PPAI Award
    5. 5. Some of our highlights include: • 25 years in business. • Selected as the “Promotional Distributor of choice” for the RNC (Republication National Convention) being vetted and beating out all other companies for this honor. • Provided Promotional Products for George W. Bush and awards for his Inaugural Dinner. • Formed a “Strategic Alliance” with Jim Kelly four time AFC Champion and Hall of Fame Quarterback of the Buffalo Bills, bringing in his company Hall of Fame Promotions into The Target Group. ACCOMPLISHMENTS
    6. 6. Strategic Alliance The Target Group welcomes Jim Kelly & Hall Of Fame Promotions! Organized Professionals Blooper
    7. 7. KEY: Every organization has a system. The cost of doing business is the same whether your strategy is successful or NOT!! Optimize For Results
    8. 8. MARKETING WITH A SYSTEM Marketing and Sales Results Occur, Good or Bad, Because a System is in Place Producing Them! RANDOM MARKETING “Silver Bullet” Unrelated Mercy of the Marketplace Hit n‟ Miss Hope
    9. 9. 1. Your Current Marketing Systems 2. Your Current Sales Systems 3. Your Sales Management Practices 4. Your Current “Customer Buying Experience” (Customer Service) 5. Your Employee Performance /Recognition Strategies 6. Your Current Database and “Touch Systems” 7. Marketing Alliance System 8. Community Marketing & Strong Public Relations 9. Web & Internet Marketing Strategies 10. Social Networking Strategies 11. Direct Marketing Campaigns 12. Media & Digital Marketing Strategies Systems To Optimize For Results
    10. 10. Optimize For Results
    11. 11. COMMON HIDDEN MARKETING ASSETS There are numerous Hidden Marketing Assets that may be limiting your growth. Here are a few common ones. UNDERPERFORMING ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Advertising that falls short Broken Sales & Marketing Process Poor Website Performance Reduces Prospects Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth
    12. 12. COMMON HIDDEN MARKETING ASSETS UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Relationships with Other Businesses Competitive Advantage not Articulated or Integrated Past Customers Limits New Prospects Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth Reduces Conversion Rate and Lowers Customer Worth
    13. 13. Do you have an effective and formal process in place to attract the right prospects? • How many leads are you generating per month? • How many of those leads are you converting into customers? • What happens to the leads that did not convert? • What happens to the leads when they come in? • What is the average customer worth to your organization? • How long does the average customer stay with your organization? • Are there customers that no longer do business with you? • Do you have a formal process in place to get those customers back? • Do you have a formal process to get more referrals? (98% of all businesses need referrals but only 3% of them have a formal policy in place). • Do you have a “Touch” system to stay connected with your clients etc.? • Are you taking full advantage of co-op marketing, cross promoting and endorsement opportunities? Systematizing & Metrics
    14. 14. MARKETING WITH A SYSTEM Capture Core Sales Numbers Track Core Sales Numbers Map Results / Develop Ratios Evaluate Results Tweak and Optimize the Process Create a Sustainable and Repeatable Process
    15. 15. MAPPING YOUR CORE SALES NUMBERS AN EXAMPLE BROKEN SALES AND MARKETING SYSTEM (SALES ARE FLAT, DECLINING) MAP YOUR PROCESS AND EVALUATE RESULTS! Retail Store Mails 500 Pieces to Prospects with a Coupon 50 Prospects Enter the Store Sales Conversation Takes Place 10 Sales are made Average Sale = $80 x 10 Equals $800
    16. 16. OPTIMIZATION Step 1 – How Do I Make the Direct Mail and E-Mail More Effective to Increase Prospects? * Right Target Market? * A Different, More Compelling Headline? * A Different Offer? * Build in more Benefits? * Offer Proof and Testimonials? * “You” Approach Rather Than a “We” or “Us” Approach? * Test it on a Smaller Population Before we Roll it Out? GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH
    17. 17. OPTIMIZATION Step 2 – 50 Prospects Enter the Store * How do we create a more positive impression? * How do we make the store more inviting? * How do we create a relevant greeting? GOAL = INCREASE THE CONVERSION RATE Step 3 - How Do We Increase the Persuasiveness of Our Sales Conversations with our Prospects, Prospective Customers, Current Customers, and Past Customers? * Are we hiring the right people? * Do Our Sales Reps Have Consultative Sales Training That Teaches Them How to Build Rapport, Trust, and Integrity in Their Sales Conversations? * Do our Sales Reps Know How to Sell to Different Styles of Buyers? * Do our Sales Reps Know How to Ask for an Order Without Being Pushy and Shovey? GOAL = INCREASE THE CONVERSION RATE
    18. 18. OPTIMIZATION Step 4 – Sale Is Made or Not Made * How do we improve the closing rate of our reps? * How do we generate more buying commitment during the sales conversation? GOAL = INCREASE THE CONVERSION RATE Step 5 – How Do We Increase the Average Value of a Sale? * Are There Upsell Opportunities? * Are There Cross-Sell Opportunities? * Are There Back-End Selling Opportunities? GOAL = INCREASE THE WORTH OF A CUSTOMER
    19. 19. • Let‟s think about your sales letters, brochures, your post card campaigns, your website, your email campaigns, etc. Are you sure they are all conveying the proper message? Are they really getting the results you are looking for? Can they be optimized to get better results? Optimize For Results
    20. 20. • If you want more sales…. ALL of your marketing must say the right thing and convey a benefit driven message! • Using the right Headlines, Copy writing, and Visuals, makes the difference when it comes to maximizing RESULTS! In print, in video, on the web, in any advertisement or marketing campaign. Your message needs to convey your U.S.P and ALWAYS have a call to action! Optimize at Every Touch Point.
    21. 21. The bottom line is this… your business is either “Growing” or „Dying” it is never staying the same. The question is, which way are you going? Are you doing everything you can to optimize and systematize EVERY area of your business? Or are you just spending more money on advertising hoping to bring in more customers? Just for fun take a minute to write your 30 second elevator speech explaining your company….. Optimize For Results
    22. 22. Their pains Their fears Their worries Their problems Their interests Their frustrations Their challenges Their troubles Their difficulties Getting Your message To Resonate Is your Greatest Challenge YOU HAVE COMPETITION FOR YOUR MESSAGES Your audience is exposed to approximately 2500 marketing messages a day! What are your prospects thinking about? – Themselves!
    23. 23. YOUR MESSAGES MUST BE COMPELLING! “What We Do” Messages that do not resonate (“I, We”) vs. “What’s In It For You”? Benefit Driven Message (Impact) (“You, Your”) Headlines must be intriguing, and capture the prospects attention. The right headline can outperform by as much as 500% or more! Pain / Fear outsells gain 5/1 Emotions outsell logic 5/1
    24. 24. • Let‟s think about your sales letters, brochures, your post card campaigns, your website, your email campaigns, etc. Are you sure they are all conveying the proper message? Are they really resonating with our customers and getting the results you are looking for? Can they be optimized to get better results? Optimize For Results
    25. 25. • If you want more sales…. ALL of your marketing must say the right thing and convey a benefit driven message! • Using the right Headlines, Copy writing, and Visuals, makes the difference when it comes to maximizing RESULTS! In print, in video, on the web, in any advertisement or marketing campaign. Your message needs to convey your U.S.P and ALWAYS have a call to action! Optimize at Every Touch Point.
    26. 26. Which Works Better: Headline A or Headline B? A. Push Button Shave Cream B. Moisturized Shave Cream A Pulled better by more then 2 to 1. The convenience of push buttons out pulled the appeal of moisturized shave cream. The Power of Words
    27. 27. Which works Better: Headline A or Headline B? A. How to legally stop paying corporate taxes through an “S” Corporation. B. Form your own corporation without a lawyer for under $50 Option B Pulled 5 Times better than Option A! The Power of Words
    28. 28. Which works Better: Headline A or Headline B? A: What is buffered aspirin? B: How to stop a headache without upsetting your stomach. Answer A pulled 50% better. The winning headline offered information and only had four words. The Power of Words
    29. 29. Rate these headlines in order of which pulled best (1) and which pulled worst (5). These were a series of headlines used in a trade magazine. ( ) How to talk to a horse ( ) Free way to start horsing around ( ) How to adopt a horse ( ) Free gift if you love horses ( ) Free lessons in horse training The Power of Words
    30. 30. They are in reversed order, 5-4-3-2-1. Research has revealed that the word “free” works magic in ads and so do the words “how to”. ( 5 ) How to talk to a horse ( 4 ) Free way to start horsing around ( 3 ) How to adopt a horse ( 2 ) Free gift if you love horses ( 1 ) Free lessons in horse training The Power of Words
    31. 31. Direct Marketing, Creative Piece Design – Attract & Convert RESULTS! This Creative Marketing Piece generated an incredible 25% response rate and 75 new members! We lowered the cost to acquire a new member from approximately $2,500.00 before our creative piece, And reduced it down to $52.00 per new member! Can you see how a “Targeted” Creative Piece can create a positive response? Can you see how measurable it is to use this type of direct rifle shot marketing? Can you see how this would work in your business?
    32. 32. Creative Piece Design – Attract & Convert
    33. 33. Creative Piece Design – Attract & Convert Pizza Cutter Promotion
    34. 34. Creative Piece Design – Attract & Convert Swiss Army Knife Promotion
    35. 35. Do you participate at trade shows? Are your trade shows as effective as they can be? Or are you participating because your competitors are? Look at the expense…The cost of participating in the show, the cost of your booth, the labor hours invested at the booth, cost of the brochures, cost of any promotional items used, cost of invitations, and the cost of post show follow up etc.. With so much being spent anyway, doesn‟t it make sense to get the best results possible? Question…Is it important for you to get “the right” people to your booth? If it is, can you see the benefit of us putting a formal process in place to do this? Trade Show Success
    36. 36. WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING! • 12-72 Rule. News travels fast especially bad news!! • Jeff Jarvis – Unhappy experience with Dell Inc. over laptop computer • Went on buzzmachine.com & sent an open letter to Michael Dell • Others jumped on to tell their Dell horror stories • Consumers went to Dell‟s site and posted harsh messages • Consumers Googled Dell they were hit with the harsh messages • Grabbed attention of PC World, Business Week, & The Wall Street Journal • 1,000‟s upon 1000‟s heard about it
    37. 37. WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING! • Bob Garfield received poor, unresponsive service by Comcast Cable • Launched a site…“comcastmustdie.com” • Over 700 supportive comments online • Vince Ferrari called to cancel his AOL account • The representative was rude, and refused to cancel •He recorded the 21 minute conversation, posted it on YouTube and had 62,827 views in two days. • He was called by CNBC, The New York Times and appeared on the Today Show
    38. 38. You need to build a Multi- Pillar Marketing system that will build your business exponentially in an economy. Hidden Marketing Assets
    39. 39. Small Business Administration Study • 60% of all new businesses fail within the first six years of operation • Dun and Bradstreet estimates 82% will go under by their 10th anniversary
    40. 40. Two Reasons Why Businesses Fail • Failure to understand the market for the business‟s product or service. • “One of the biggest problems with small-business owners is that they have a great idea about going into business, but they don’t have a clue about the amount of work it will take to get their product or service to their clients.” Moe Mowry - Business
    41. 41. How should your marketing and selling be different today? • Multi-Pillar / Asset Marketing • Discover your hidden assets • Systematize your marketing process • Optimize all of your current processes
    42. 42. “Optimizing & Leveraging” hidden marketing assets 1. Past customers / clients 2. Owner expertise 3. Staff expertise 4. Under-promoted U.S.P. 5. Unique product or service or delivery 6. Sub-par sales performance 7. Relationships with other businesses 8. Location 9. Reputation 10. Current sales / marketing process 11. Current customers / clients 12. Prospective customers / jobs 13. Up-selling and packaging opportunities 14. Average client value 15. Community relationships
    43. 43. “Getting the maximum return, for the least amount of expense, for the longest duration of time … on everything you are currently doing now, have done in the past … and will do in the future.” Optimizing and Leveraging
    44. 44. Many companies will not survive the challenges of marketing because they are only using one or two pillars. Advertising SalesStaff
    45. 45. 8 Systemization “In order for any business to work, it must become a system, so that the business works exactly the same way every time, down to the very last detail.” Michael Gerber-Consultant Author, The “E” Myth
    46. 46. Three Ways to Exponential Growth 1. Attract More prospects 2. Increase conversion rate of prospects to customers 3. Increase in the value of customer a. Increase in the average transaction value b. Increase in the number of transactions c. Increase client retention
    47. 47. Three Ways to Exponential Growth Growth objective 20% Small improvements in each area will give you dramatic growth overall Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x $1,000 = $40,000 1) 240 x 20.00% = 48 x $1,000 = $48,000 2) 200 x 24.00% = 48 x $1,000 = $48,000 3) 200 x 20.00% = 40 x $1,200 = $48,000 4) 240 x 24.00% = 57.6 x $1,200 = $69,120 Actual Growth Achieved 72.80% Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000 Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000 2) 200 x 24.00% = 48 x 1,000 = $48,000 Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000 2) 200 x 24.00% = 48 x 1,000 = $48,000 3) 200 x 20.00% = 40 x 1,200 = $48,000 4) 240 x 24.00% = 57.6 x 1,200 = $69,120 Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x $1,000 = $40,000 1) 240 x 20.00% = 48 x $1,000 = $48,000 2) 200 x 24.00% = 48 x $1,000 = $48,000 3) 200 x 20.00% = 40 x $1,200 = $48,000
    48. 48. Performance Based Marketing Performance is maximized only when all marketing assets are leveraged in a multi-pillar system, growing the business all 3 ways.
    49. 49. Performance Based Marketing No better investment in your business than marketing “Marketing and innovation make money, everything else is a cost.” Peter Drucker Management Consultant
    50. 50. Performance Success Stories • Retail Store • $2,000 investment • $250,000 sales increase in 1st year • Annual ROI – 5,000%2 • Professional • $3000 investment • $62,500 sales increase in 90 days • Annual ROI – 3,333%2 • Service Company • $48,000 investment • $30,000,000 sales increase over 2 years • Annual ROI – 12,500%2 • Manufacturing Company • $12,000 investment • $550,000 sales increase in 1st year • Annual ROI – 1,833%2 2 Assuming 40% Gross Margin 1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar system
    51. 51. Marketing Multi-Pillar System 1. Uncovering and Creating Your U.S.P. / E.V.P. 2. Understand & Optimize Your Current Marketing Systems and Metric 3. Understand & Optimize Your Current Sales Systems and Metric 4. Understand & Optimize Your Sales Management Practices 5. Understand & Optimize Your Current “Customer Buying Experience” 6. Understand & Optimize Your Employee Performance /Recognition Strategies 7. Organize / Optimize your Current Database & Develop a Marketing System 8. Create a Marketing Alliance System 9. Develop Community Marketing & Strong Public Relations 10. Develop & Establish a Stronger Web & Internet Marketing Presence 11. Develop and Implement a Strong Social Networking Presence 12. Develop Strong One to One Direct Marketing Campaigns 13. Examine All Media Marketing & Advertising Possibilities, Metrics, &
    52. 52. Having a USP like …Best Price, or Highest Quality, is like not having one at all! Everyone says the same thing. It does NOT Differentiate you from anyone else! A good USP will let others know about your company, what you stand for, and why they should buy from you over all others including doing nothing at all! USP’s Are Vital To your Success
    53. 53. Here are a few companies or brands that have such a strong USP you can define them in some cases with as little as one word! • Crest Toothpaste – “Cavity Prevention” • Visa – “Everywhere” • Volvo – “Safety” • Fed X – “When it positively needs to be there overnight”! • Ferrari – “ Speed” • Mercedes – “ Prestige” – “Engineering” • Toyota – “ Reliability” USP’s Are Vital To Your Success
    54. 54. A successful company’s marketing is systematized through multiple marketing pillars, leveraging & optimizing marketing assets, growing their business all 3 ways 1. U.S.P. / E.V.P. 2. Exponential Marketing 3. Relationship marketing – Optimize customer base 4. Strategic alliance marketing 5. Custom advertising – Web optimized the media 6. Community relations marketing 7. “One to One” direct marketing 8. Web - Word of mouth referral Asset Marketing $ Pillars
    55. 55. Differentiate From The Rest
    56. 56. “Differentiate or Die”
    57. 57. 4 Ways We Work With Clients
    58. 58. The Target Group We are the missing piece to your puzzle! Lets Get Started! Call us at 716-871-1111 or send us an e-mail at info@thetargetgroupinc.com
    59. 59. 4 Ways We Work With Clients 1. Random Marketing We become the primary source for all individual or specific marketing needs. Promotional items, custom apparel, brochures, a website, video shoot, copy writing, graphic design, logo creation, a redesign on a brochure, or any other form of marketing or advertising.
    60. 60. 2. Creative Piece Developer: We will create the perfect “WOW FACTOR” piece, designed to command attention and brand your companies name, products or services in the mind of your client, as well as create an immediate call to action. For this we charge $2500. This price includes the time it takes to evaluate what the desired result is, brain storm possible scenarios, research and develop ideas, the time to bring all the elements together meaning copy writers, graphics, samples, packaging etc. to a custom creative piece designed for your organization. This fee covers creative consulting, any samples, mock ups, or art renderings needed to present. We do rebate 10% of this fee back to be used toward the cost of the individual marketing pieces developed. 4 Ways We Work With Clients
    61. 61. 3. Multi - Pillar Marketing Implementer: Implement our proven 13 pillar hidden marketing asset system to your organization and increase your business in all ways possible. Each pillar takes about 2-6 weeks to complete. You can decide how many and which pillars you wish to execute. The cost per pillar ranges in price between $3000 to $9000 each. Each Pillar is designed to build strength off each other and in your organization and continue to build for many years. 4 Ways We Work With Clients
    62. 62. 4. Project Manager Position: As your Project Manager we will help implement All Performance Marketing Pillars, Projects and Strategies into your business over the coarse of 1 full year! The total cost is $50,000. The financial investment is for time spent in researching, analyzing, planning, organizing, project managing and helping to implement success strategies and processes necessary to grow your organization in the best and fastest way possible without wasting money on un-needed advertising! The investment does not include the cost to (build websites, print brochures, etc.) These strategies will bring back multiple times more value than the amount invested once implemented. Bonus: If you are ready to move forward and we can agree to terms in the 4 Ways We Work With Clients
    63. 63. We are the ONLY performance marketing & consultant team that guarantees our performance! Our goal is to make this no risk to you! Our Un-conditional Guarantee!!! Any fees you pay me or my company to execute any of the marketing systems, the fee will be covered by the increases in revenue or net profit that the systems generate or I‟ll keep working the system at NO COST until you are satisfied! Our Un-Conditional Guarantee!!!
    64. 64. Babies cry for it…
    65. 65. Athletes strive for it…
    66. 66. Military heroes are willing to die for it…
    67. 67. Performance & Recognition Recognition Everyone needs to be Wanted, Appreciated, and Recognized! When employees are recognized properly: • Their self esteem goes up. • Their attitude improves. • Their performance sky rockets. • They will become ambassadors for the organization.
    68. 68. The following outlines the importance of Performance and Recognition Strategies and how The Target Group can help you Performance & Recognition
    69. 69. Performance & Recognition
    70. 70. Performance & Recognition At the Target Group, our greatest ability is to “Motivate People & Drive Results!” We help organizations reduce the high cost of employee turnover and improve employee performance. The strategies and programs we have will allow you to attract and retain quality employees while motivating them to perform at much higher levels.
    71. 71. Performance & Recognition For over 20 years, we have been helping some of the most successful organizations improve their businesses.
    72. 72. Performance & Recognition Although many organizations we work with are from different industries, the one constant with all of them is …PEOPLE!! At The Target Group our specialty is “Motivating People – Driving Results”
    73. 73. COST TO REPLACE AN EMPLOYEE: $13,295 500 employee company x 10% turnover rate = 50 x 13,295 cost per employee $664,750 Source: Robert Half International Performance & Recognition
    74. 74. RECOGNITION DRIVES RETENTION Top 5 Reasons Good Workers Leave: Limited chance for advancement 41% Lack of recognition 25% Low Salary/Benefits 15% Unhappy with Management 10% Bored with Job 5% Don‟t Know/No Answer 4% Source: Aberdeen Performance & Recognition
    75. 75. Performance & Recognition
    76. 76. Performance & Recognition
    77. 77. Performance & Recognition
    78. 78. Performance & Recognition
    79. 79. “Cash is Not King” when it comes to increasing performance! Yes it’s true…Employees will always say they would like cash for their employee performance award. But, is that really the right question to ask? The question managers need to ask themselves is “what motivates our employees to perform at higher levels”? Here are the facts! • Merchandise awards are remembered longer than cash awards. • 60% of employees view cash as compensation. • 53% of employees look at bonuses as something they are due. • Merchandise / luxury awards outperformed their cash group counterparts by 70-80%. Source: Robert Half International Performance & Recognition
    80. 80. Why Merchandise (Luxury) Awards Outperform Cash!!! • With money, an employee may ask him/herself “Is that all I’m worth?” which may be worse than not having an incentive at all. • Cash incentives and bonuses often become expected compensation. • Non-cash incentives tend to be kept separate from compensation, thus standing out as rewards for performance. • Non-cash incentives, such as luxury awards, are things people would love to have but would never justify purchasing with their own money. This actually increases the intrinsic value of the award. • Luxury incentives have trophy value and are more likely to be acknowledged than cash. Check out the following link to see an amusing video covering the topic of Cash Gifts: Seinfeld Video – “Gifts Are More Appreciated Than Cash” Performance & Recognition
    81. 81. UtiliTarget / Cost Recovery • Recover lost money in your utility and telecommunication bills • 98% success rate in full audit with companies with more than 200 employees • Proven process with more than 10,000 account locations audited across the US since 1991 • More effective than in house reviews and requires minimal staff time
    82. 82. UtiliTarget / Cost Recovery
    83. 83. UtiliTarget / Cost Recovery Case Examples / Bill Analysis You never know what to expect in an audit. Some of the clients who are doubtful that we will find anything new are completely amazed at what our process uncovers. We know from experience that there is value in taking a deeper look. A Regional Department Store with Locations in PA, NJ, MD, WV, NY, CT, and NH, received a refund of $68,000 from a prior electric supplier for billing errors and received a rate schedule change for one facility that saves $24,000 annually. We identified $80,000 in erroneous installation and termination charges for a National Financing Company on their data network. In addition, fraudulent credit card use was uncovered as well as minimum charges billed for phone lines that had been discontinued two years prior.
    84. 84. UtiliTarget / Cost Recovery Case Examples / Cost Reduction Two pharmaceutical clients, one in research & development and the other in specialized packaging, asked us to help manage their utility expenses. Both companies are comprised of multiple locations and have large energy expenditures. After completing comprehensive audits, we identified refund opportunities of $180,000 and $150,000 respectively. In addition, recurring savings that totaled approximately $260,000 per year were also obtained through rate changes and timely procurement decisions. We were able to obtain a $48,000 regulatory based refund for a plastics manufacturer with one location and monthly savings of about $1,600. Additional recommendations for an equipment upgrade and rate change produced another $3,300 per month.
    85. 85. UtiliTarget / Cost Recovery Case Examples / Outsourcing A New Jersey Hospital facility was looking at a rate increase of 14 percent with the start of full NJ electricity deregulation. We negotiated favorable alternate supply rates to maximize savings versus full service default rates. Savings have averaged $9,000 per month. A Massachusetts property management firm was faced with increasing utility costs across multiple locations. We advised them on best rate choices and handled the confusing alternate supplier shopping process. Electric procurement savings have averaged over $17,000 per month.
    86. 86. UtiliTarget / Cost Recovery UtiliTarget Explanation Video UtiliTarget PowerPoint UtiliTarget Information UtiliTarget Website UtiliTarget Print To Web Campaign
    87. 87. The Target Group We are the missing piece to your puzzle! Lets Get Started! Call us at 716-871-1111 or send us an e-mail at info@thetargetgroupinc.com
    88. 88. “Motivating People - Driving Results“ “Your Leader In Results Based Marketing“ 716-871-1111 www.ThinkTargetGroup.com
    89. 89. A “Turnkey” Fundraising machine! The first of it‟s kind offering 5 star quality food delivered directly to your door. This is an outstanding way to raise money all year long, continue to grow every year, with little effort on your end. Elite Specialty Meats is also an outstanding well received Executive Gift!! An impressive way to say Congratulations, I apologize, Happy Birthday, Happy Holidays, or Thank You to clients, employees, vendors, friends, or family!! Cause marketing and Fundraising
    90. 90. • Creative Graphic Designs, Logo Creation, Branding (The right look and message is very important. (Kleenex, sharpie example) • Professional Headline and Copy Writing (It’s not only what you say it’s how you say it.) • Contact Management Process and Development. Call scripting, data basing strategy and development (Helping you stay organized) • Client “Touch” systems – Email campaign development. (Keeping in front of your prospects and clients with the right message in a timely manner) • Power point design and creation – Training manuals – presentation systems • Complete training in your facility or ours! (Convenience) • Complete Website Design, Website correction, SEO (Organic, Ad words, and PPC). 3 parts… Having the “right kind of website that sells” a website that can be found by people looking for your products and services. And a site that captures the persons attention and information. List of Things We Can DO
    91. 91. • Splash, Landing Page Creation and data capture. • Companion “Boost” Site Creation and optimization. (mini sites that pertain exactly to the advertisement rather than dropping a person into your complete website. This is a bridge to the sale. These sites are SEO’d and video thumb nailed. • Full service artwork / graphic design and printing. (Business cards, forms, brochures, signs, banners) (any printer will print, but we design copy that Works before it gets printed that’s the difference.) • Variable Data printing and “PURL” technology. (Personalize any mailing and leading them to a personal welcoming web experience.) • Complete Video Production. For Training, Web and Television (our location or yours we do it all.) • Promotional Products. (choosing the right item and what to put on it) 3 Ways We Work With Clients
    92. 92. • Creative Piece Design (taking the right item and packaging it correctly with call to action, deliver to the right people and proper follow up and tracking results is key) • Welcome Kit Creation (No better way to introduce your company or solidify a sale) • Creative Packaging • Custom Screen printed and embroidered apparel • Incentives Awards • Recognition, incentive and full performance programs • Trade show success programs • Wellness, safety, and suggestion programs • Account activation and retention programs 3 Ways We Work With Clients
    93. 93. • “Cause Marketing” programs used to raise money for your charity of choice and build Public Relations for your organization • Fundraising opportunities • Mass Marketing, Print Media, Radio, TV, and Billboards • Press Release Creation and Placement • “Operations” Cost Recover strategies Having these elements of your business done separately and put together by anyone other than someone who understands your business and has a solid understanding of marketing and advertising is like committing business malpractice. 3 Ways We Work With Clients
    94. 94. Do you have a Sales funnel system, or use squeeze pages? • http://www.keywordwinner.com/make-money/ • Is there a need for Custom CRM implementation or programming? • Do you need a custom Mobile App developed for your organization? Question….What is it costing you NOT to have these things in place? Optimizing Your Organization
    95. 95. Below are links to videos that explain in detail how The Target Group can help you: • Create Employee Excellence Health Care Video • Recruit, Motivate, and Retain a quality work force HR Video • Grow your Business Sales / Mktg. Video • Develop a Safe Work Environment Video • Increase Sales Video Performance & Recognition
    96. 96. Our Unique Selling Proposition At the Target Group, we look at marketing differently than everyone else! We will increase your business by 25 – 100% or more without you having to spend any extra money on advertising! We do this by optimizing many of your current assets, and developing systematic ways to grow your business rather than just selling you more advertising! This is backed by Our Un-conditional Guarantee!!
    97. 97. We can work with you in any of four different ways: 1. Conduct a complete Marketing Audit and Strategy Development Meeting. 2. Create your Customized Marketing System and Plan for Implementation. 3. Conduct a 30 Day Fast Start Program at your business. 4. Full Project Implementation. 22
    98. 98. Everything that our Target Hidden Marketing Assets Marketing Systems will do for you is fully guaranteed. You will at least make back in profit any fees that you pay to us or we will continue to work for you at no charge until you do! 22
    99. 99. Promotional Products Promotional products were used as far back as 1789 when President George Washington used commemorative buttons for his inauguration. If implemented correctly, promotional products is the most effective form of marketing and advertising. They motivate people to act, build goodwill and strengthen you brand. It is the only form of advertising that is appreciated and people will actually thank you for.
    100. 100. Custom Apparel At the Target Group we do it all when it comes to custom branded clothing, uniforms and team gear! Embroidery, screen printing, letters, numbers, tackle twill, all over print and multi-media. • We can custom package and label each piece. • Build an on-line store • Pick, Pack, ship and do complete fulfillment services. • Your one stop shop for all logoed clothing and merchandise! http://www.targetda.com/ http://www.sportcousa.com/sa- catalog2013.html Custom Apparel
    101. 101. We have complete fulfillment services to help you distribute your “rewards” to your desired targets at specific times. No more cluttered offices! Complete Fulfillment
    102. 102. On-Line promotional Store We will create your own customized online promotional store and host the ecommerce site at no charge! See our Target Brand Easy System! www.targetbrandeasy.com/hawks
    103. 103. Our Offer to You! We are so confident in our custom embroidery, we would like to digitize your logo for you free of charge and place it on a hat or polo shirt whichever you prefer (a $120.00 Value)! When it comes to your logo and branding we don‟t play games with stitch count or quality. We use the best machinery with the proper tension all the time! When it comes to your logo it has to be GREAT! Special Offer
    104. 104. Client Loyalty Programs Looking for client loyalty and Retention? A Target Loyalty program will keep them with you for the long run! For those of you who can take advantage of our loyalty program, you will receive 5 points for every $1.00 you spend with our company! Points add up and turn into Great Gifts! So register yourself now by clicking on the link below! Click on the client survey link once you arrive at our website to register. Target Loyalty Program
    105. 105. 3 Reasons 3 Reasons to use Target Promotions and The Target Group for your Promotional Products and Custom Apparel. * Best Value!! We use a rating system with all of our suppliers and only use A+ to B suppliers. We will not use any supplier under a “B”! • American Made!! We do a great job with our all USA made product lines so if buying American made is needed we can deliver! • Large quantity buys. When you have the need for high volumes at lower costs, you can trust the Target Group to deliver. We have our overseas division with “boots on the ground” to make sure orders go well.
    106. 106. Creative Piece Design – Attract & Convert
    107. 107. What Makes The Difference? It‟s not the paint brush that‟s responsible for the Mona Lisa, It‟s not the basketball responsible for Michael Jordan‟s success, It‟s not just the Promotional Product that make the difference in a successful campaign! We are the difference! We are The Target Group!
    108. 108. Integrated Marketing
    109. 109. Anecdote: A man dies and finds himself at the Pearly Gates with both St. Peter and the devil. St. Peter says you weren‟t supposed to die for another 10 years. We‟ll have to send you back. The man is thrilled , but on his way out he sees one door to heaven and one door to hell. He hears a raging party behind the door to hell and takes a peek inside. Inside is an incredible party, endless food, champagne, music, and every rock star from history beckoning him to join them. He says if this is hell , I want in! When he returns to Earth, he spends the next decade committing every sin he knows, ten years to the day, he dies and meets the devil in the front of the door to hell. As the door opens he hears no music and sees no party; only fire and brimstone of a thousand damned souls. He cries, “Wait! Where‟s the party?” the devil smiles and explains, “Oh, ten years ago you were a prospect. Now you‟re a customer.” A Quick Story
    110. 110. The Question…… How much time, effort, and money is your company spending to attract new prospects only to lose them shortly after? • Is your conversion rate the very best it can be? • Are you selling everything you possibly can to all of your clients? • Are you keeping your clients as long as possible? • What are you doing with those who are not currently buying? Retain Your Clients & Reactivate the In- active
    111. 111. Optimizing Your Organization The time to act is NOW! The good news is the hard part is already done. 1. We already have a start on what needs to be accomplished and how to go about it! 2. We have the right creative people, head line writers, copy writers, printers, packaging specialists, promotional advertising specialists, web designers, graphic designers, programmers, video producers, and scripters in place to implement and execute to get the RESULTS you are looking for?
    112. 112. Who is The Target Group Inc.? • A team of creative marketing specialists • Result driven copy writers • Talented graphic artists • Video specialists • Web designers • Web programmers • Social networking gurus • Print and Packaging specialists • Some of the most highly touted creative marketing and cost containments specialists in the country!! Optimizing Your Organization
    113. 113. What Can The Target Group Do For You? • Develop a dimensional marketing campaign for your business that will differentiate your company and make it easy to set up appointments with prospects. • Use “creative copy” to motivate prospects and clients to action • Use “cutting edge” graphics to stimulate interest from your prospects and clients. Optimizing Your Organization
    114. 114. What Can The Target Group Do For You? • Sell more by showcasing your products and services with Video. • Create a great looking website that is optimized properly, driving more traffic and converting more sales. • Create and drive your Social Networking presence • Optimize and systematize your organization for success! Optimizing Your Organization
    115. 115. WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING! • Jeff Jarvis – Unhappy experience with Dell Inc. over laptop computer • Went on buzzmachine.com & sent an open letter to Michael Dell • Others jumped on to tell their Dell horror stories • Consumers went to Dell‟s site and posted harsh messages • Consumers Googled Dell they were hit with the harsh messages • Grabbed attention of PC World, Business Week, & The Wall Street Journal • 1,000‟s upon 1000‟s heard about it
    116. 116. WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING! • Bob Garfield received poor, unresponsive service by Comcast Cable • Launched a site…“comcastmustdie.com” • Over 700 supportive comments online • Vince Ferrari called to cancel his AOL account • The representative was rude, and refused to cancel • At one point the representative said “He wanted to talk to Ferrari‟s father!” • He recorded the 21 minute conversation, posted it on YouTube and had 62,827 views in two days • He was called by CNBC, The New York Times and appeared on the Today Show
    117. 117. Their pains Their fears Their worries Their problems Their interests Their frustrations Their challenges Their troubles Their difficulties “YOUR NUMBER ONE OBSTACLE IN MARKETING COMMUNICATIONS YOUR MAJOR MARKETING/SELLING OBSTACLE YOUR PROSPECT‟S PREOCCUPATION BARRIER! YOU HAVE COMPETITION FOR YOUR MESSAGES Your audience is exposed to approximately 2500 marketing messages a day! What are your prospects thinking about? – Themselves!
    118. 118. YOUR MESSAGES MUST BE COMPELLING! “What We Do” Prospecting Messages vs. “What In It For Me”? Prospecting Messages Headlines that are intriguing, capture prospect attention and the right headline can outperform by as much as 500% or more! Pain / Fear outsells gain 5/1 Emotions outsell logic 5/1
    119. 119. SO, HOW DO YOU INCREASE YOUR PROSPECTS, IMPROVE YOUR CONVERSION RATE AND INCREASE YOUR CUSTOMER WORTH…ALL AT THE SAME TIME? START BY AUDITING THE HIDDEN MARKETING ASSETS IN YOUR BUSINESS HIDDEN MARKETING ASSETS ARE YOUR SMALL BUSINESS ASSETS THAT ARE UNDERUTILIZED AND/OR ARE UNDERPERFORMING THEY ARE ALSO OVERLOOKED SALES OPPORTUNITIES AND UNTAPPED SALES POSSIBILITIES
    120. 120. COMMON HIDDEN MARKETING ASSETS There are numerous Hidden Marketing Assets. Your small business may have unique Hidden Marketing Assets that may be limiting your growth. However, there are some common Hidden Marketing Assets that apply to a wide range of businesses. UNDERPERFORMING ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Advertising that falls short Broken Sales & Marketing Process Poor Website Performance Reduces Prospects Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth
    121. 121. COMMON HIDDEN MARKETING ASSETS (Continued) UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Relationships with Other Businesses Competitive Advantage not Articulated or Integrated Past Customers Limits New Prospects Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth Reduces Conversion Rate and Lowers Customer Worth
    122. 122. IF YOU WANT TO INCREASE SALES, CUSTOMERS, AND PROFITABILITY YOU MUST KNOW YOUR CORE SALES NUMBERS! For instance… …How many new prospects are you touching a month from all sources? …How many prospects are buying a month (your conversion rate)? …What is your average sale? Remember, the DATA SPEAKS! It will tell you what assets are underperforming and/or underutilized. It will show you overlooked sales opportunities and untapped sales possibilities. GET YOUR ARMS AROUND YOUR CORE SALES NUMBERS!
    123. 123. MARKETING WITH A SYSTEM Marketing and Sales Results Occur, Good or Bad, Because a System is in Place Producing Them! RANDOM MARKETING “Silver Bullet” Unrelated Mercy of the Marketplace Hit n‟ Miss Hope
    124. 124. MARKETING WITH A SYSTEM (continued) SYSTEM MARKETING Capture Core Sales Numbers Track Core Sales Numbers Map Results / Develop Ratios Evaluate Results Tweak and Optimize the Process Create a Sustainable and Repeatable Process
    125. 125. MAPPING YOUR CORE SALES NUMBERS AN EXAMPLE BROKEN SALES AND MARKETING SYSTEM (SALES ARE FLAT, DECLINING) MAP YOUR PROCESS AND EVALUATE RESULTS! Retail Store Mails 500 Pieces to Prospects with a Coupon 50 Prospects Enter the Store Sales Conversation Takes Place 10 Sales are made Average Sale = $80 x 10 Equals $800
    126. 126. OPTIMIZATION YOU WANT TO GET THE MOST OUT OF EVERY STEP IN YOUR SALES AND MARKETING PROCESS SO, HERE ARE SOME KEY OPTIMIZATION QUESTIONS FOR EACH STEP IN THE EXAMPLE: Step 1 – Retail Store Mails 500 Pieces to Prospects with a Coupon * Direct-Response Advertising – Ads, Billboards, etc.? * Referrals? * Networking? * Joint Promotions? * Business Alliances? * Publicity Opportunities? * Search Engine Optimization (SEO) for our website? * Database Marketing – Prospective Customers, Current Customers, Past Customers? GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH
    127. 127. OPTIMIZATION (continued) Step 1 – How Do I Make the Direct Mail and E-Mail More Effective to Increase Prospects? * Right Target Market? * A Different, More Compelling Headline? * A Different Offer? * Build in more Benefits? * Offer Proof and Testimonials? * “You” Approach Rather Than a “We” or “Us” Approach? * Test it on a Smaller Population Before we Roll it Out? GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH
    128. 128. OPTIMIZATION (continued) Step 2 – 50 Prospects Enter the Store * How do we create a more positive impression? * How do we make the store more inviting? * How do we create a relevant greeting? GOAL = INCREASE THE CONVERSION RATE Step 3 - How Do We Increase the Persuasiveness of Our Sales Conversations with our Prospects, Prospective Customers, Current Customers, and Past Customers? * Are we hiring the right people? * Do Our Sales Reps Have Consultative Sales Training That Teaches Them How to Build Rapport, Trust, and Integrity in Their Sales Conversations? * Do our Sales Reps Know How to Sell to Different Styles of Buyers? * Do our Sales Reps Know How to Ask for an Order Without Being Pushy and Shovey? GOAL = INCREASE THE CONVERSION RATE
    129. 129. OPTIMIZATION (continued) Step 4 – Sale Is Made or Not Made * How do we improve the closing rate of our reps? * How do we generate more buying commitment during the sales conversation? GOAL = INCREASE THE CONVERSION RATE Step 5 – How Do We Increase the Average Value of a Sale? * Are There Upsell Opportunities? * Are There Cross-Sell Opportunities? * Are There Back-End Selling Opportunities? GOAL = INCREASE THE WORTH OF A CUSTOMER
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