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MARKETING FOR RESULTS
  What you need to know
Insanity:
  “doing the same
thing over and over
again and expecting
 different results.”
              Albert Einstein



...
Why do we need to
market?


“A good reputation is no
     longer enough to
  attract new business.
              business....
In today's economy
   today s

Opportunity!




               Copyright © 2009 Messer and Company, Inc. All Rights Reserv...
So,
So what is
marketing?
        Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Marketing vs Selling
          vs.
Marketing
M k ti             Selling
                   S lli
 Who are we?        Creat...
How to get results
Marketing requires commitment
Everyone in your firm markets
                          markets…
some jus...
“ What I mean is that
  marketing knits the whole
organization together… While
 technology is still important,
    h l    ...
1,000,000
1 000 000
  2,700
   ,

      Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Marketing for Results
“It's not about telling and
selling. It’s about starting
    lli  I’    b         i
conversations an...
DIFFERENTIATE   OR             DIE!




                Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Who are we?
What do we do well?
Wh    d      d    ll?
Competitive advantages
    p               g
What need do we fill in...
Who are we?
Research
 Survey your employees
 Get feedback from your clients
  Interviews or focus groups
 Ask referral sou...
“We are not in the coffee
business serving people,
                  people
 we are in the people
                p p
busi...
Identify your targets
 Who or what is your target
 market?
 They will compare your
 reputation,
 reputation your technical...
Identify your targets
Understanding the generations
 Baby Boomers 1946 1964
                 1946-1964
 Generation X 1965-...
Identify your targets
 Who needs what we offer?
 Develop a client model
                  model.
  Be specific.
 Understan...
“Birds of a feather
 flock together.”




                  Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Identify your targets
 How do you determine what
 they want and how they’ll find
     y                y
 it?
 Ask and lis...
Identify your targets
 Research
  Analyze y
       y  your current clients.
  Conduct focus groups or surveys.
  What are ...
How do we communicate?




                                    Created using Wordle.net




              Copyright © 2009...
How do we communicate?


   Things to keep in mind
    when selecting your
    communication tools




                  C...
How do we communicate?

YELLING
           iis no llonger effective!
                           ff ti !

People want the o...
Top 3 reasons people buy

1.   Referred - Reviewed – Recognized

2.   Specialization

3
3.   Proactive
       oac e




  ...
Interact within the
network, both online
and offline




               Copyright © 2009 Messer and Company, Inc. All Righ...
The Law of the Few

10%  influence the
purchasing behavior
          g
of the other   90%




                      Copyri...
91%
  %    of people
are likely to buy
based on a
recommendation




                    Copyright © 2009 Messer and Compa...
Some Statistics

Median age of a…
 Twitter user is 31
 Facebook user is 26
 LinkedIn user is 40

                Source: P...
Some Statistics

One third (35%) of American
adult internet users have a profile
on an online social network site,
four ti...
How do we communicate?

            BALANCE




                             Market
Effectiveness           Expectations

...
Message development
Differentiate or Die!
 Offer something different
                g
 Area specialty
Competitive advanta...
Message development


  Why
  Wh iis your service i
  different and useful
                 useful…
      not just better?...
Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Your brand


  “A brand is a name or
   A
   symbol used to identify
  the source of a product
        or service ”
      ...
Your brand
A strong brand can add
significant value when it is well
  g
recognized and has positive
associations in the mi...
vs.




      Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
vs.




      Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Which one would you
do b i
d business with?
            ith?




               Copyright © 2009 Messer and Company, Inc. ...
Act on your plan
Acting on the plan separates
the dreamers from the doers!
Develop goals and measure
your success.
       ...
Questions?




        Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
Thank You!
           a    ou

     Wade Messer - 858.674.6604
  wmesser@messerandcompany.com
  wmesser@messerandcompany c...
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Marketing Presentation 8/09

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Transcript of "Marketing Presentation 8/09"

  1. 1. MARKETING FOR RESULTS What you need to know
  2. 2. Insanity: “doing the same thing over and over again and expecting different results.” Albert Einstein Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  3. 3. Why do we need to market? “A good reputation is no longer enough to attract new business. business.” The New York Times Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  4. 4. In today's economy today s Opportunity! Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  5. 5. So, So what is marketing? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  6. 6. Marketing vs Selling vs. Marketing M k ti Selling S lli Who are we? Creating new Who/what is our clients f li t from th the market? leads generated How do we in the marketing communicate? effort. Measure Measure success by thee y success by number of leads new revenue. generated. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  7. 7. How to get results Marketing requires commitment Everyone in your firm markets markets… some just don’t know it! Put it iin writing!! D P i i i !! Develop an l annual marketing plan with specific goals. The plan should be approved and acted upon by management Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  8. 8. “ What I mean is that marketing knits the whole organization together… While technology is still important, h l i ill i the consumer has to lead innovation… everything spins off the consumer ” consumer. Harvard Business Review Interview of Phil Knight Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  9. 9. 1,000,000 1 000 000 2,700 , Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  10. 10. Marketing for Results “It's not about telling and selling. It’s about starting lli I’ b i conversations and solving problems” Jim Stengel Chief Marketing Officer Procter & Gamble Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  11. 11. DIFFERENTIATE OR DIE! Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  12. 12. Who are we? What do we do well? Wh d d ll? Competitive advantages p g What need do we fill in the market place? Competition How do we want to be perceived? Image, brand and message Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  13. 13. Who are we? Research Survey your employees Get feedback from your clients Interviews or focus groups Ask referral sources Review all your marketing material Get some help to look inward Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  14. 14. “We are not in the coffee business serving people, people we are in the people p p business serving coffee” Howard Schultz – CEO Starbucks Coffee Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  15. 15. Identify your targets Who or what is your target market? They will compare your reputation, reputation your technical ability ability, your strategies and your price. Friendly relationships are not enough they want more (relationships are still important!) Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  16. 16. Identify your targets Understanding the generations Baby Boomers 1946 1964 1946-1964 Generation X 1965-1979 Generation Y 1980-2000 Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  17. 17. Identify your targets Who needs what we offer? Develop a client model model. Be specific. Understand your target market. What do they want? How will they find it? What will motivate them to take action? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  18. 18. “Birds of a feather flock together.” Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  19. 19. Identify your targets How do you determine what they want and how they’ll find y y it? Ask and listen (research) Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  20. 20. Identify your targets Research Analyze y y your current clients. Conduct focus groups or surveys. What are new prospects asking for? Market M k t researchh Use Social Media Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  21. 21. How do we communicate? Created using Wordle.net Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  22. 22. How do we communicate? Things to keep in mind when selecting your communication tools Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  23. 23. How do we communicate? YELLING iis no llonger effective! ff ti ! People want the opportunity to COMMUNICATE. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  24. 24. Top 3 reasons people buy 1. Referred - Reviewed – Recognized 2. Specialization 3 3. Proactive oac e Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  25. 25. Interact within the network, both online and offline Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  26. 26. The Law of the Few 10% influence the purchasing behavior g of the other 90% Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  27. 27. 91% % of people are likely to buy based on a recommendation Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  28. 28. Some Statistics Median age of a… Twitter user is 31 Facebook user is 26 LinkedIn user is 40 Source: PEW Research Center Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  29. 29. Some Statistics One third (35%) of American adult internet users have a profile on an online social network site, four times as many as three f ti y years ago.g Source: PEW Research Center Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  30. 30. How do we communicate? BALANCE Market Effectiveness Expectations Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  31. 31. Message development Differentiate or Die! Offer something different g Area specialty Competitive advantages? C titi d t ? What value do you offer? Memorable? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  32. 32. Message development Why Wh iis your service i different and useful useful… not just better? j Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  33. 33. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  34. 34. Your brand “A brand is a name or A symbol used to identify the source of a product or service ” service. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  35. 35. Your brand A strong brand can add significant value when it is well g recognized and has positive associations in the mind of the consumer. Consumers are drawn to buying a strong brand and often happily pay more over a “generic.” Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  36. 36. vs. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  37. 37. vs. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  38. 38. Which one would you do b i d business with? ith? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  39. 39. Act on your plan Acting on the plan separates the dreamers from the doers! Develop goals and measure your success. success Set deadlines. Have a system to monitor activity and results results. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  40. 40. Questions? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  41. 41. Thank You! a ou Wade Messer - 858.674.6604 wmesser@messerandcompany.com wmesser@messerandcompany com http://www.linkedin.com/in/wademesser Dean Isaacs - 858.674.6604 disaacs@messerandcompany.com www.linkedin.com/in/deanisaacs twitter.com/deanisaacs Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
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