Camp 2

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Camp 2

  1. 2. 13 Steps To Achieve Success <ul><li>1. Putting together the right message </li></ul><ul><li>2. Presenting your message </li></ul><ul><li>3. Picking the right targets </li></ul><ul><li>4. Proving your case </li></ul><ul><li>5. Putting your best foot forward </li></ul><ul><li>6. Getting “free” advertising </li></ul><ul><li>7. Becoming “hot” </li></ul>
  2. 3. 13 Steps To Achieve Success <ul><li>8. Poor boy marketing strategies </li></ul><ul><li>9. Maximizing total customer value </li></ul><ul><li>10. Fueling word-of-mouth advertising </li></ul><ul><li>11. Creating short term sales surges </li></ul><ul><li>12. New marketing technologies </li></ul><ul><li>13. Hiring & firing the experts </li></ul>
  3. 4. #1 - The Right Message <ul><li>Ultimate Marketing Secret #1 </li></ul><ul><ul><li>The Great USP! </li></ul></ul><ul><ul><li>Why choose your business/product/service over the sea of competition? </li></ul></ul><ul><ul><li>What are your core strengths? </li></ul></ul><ul><ul><li>What are your core weaknesses? </li></ul></ul><ul><ul><li>How to improve them? </li></ul></ul><ul><ul><li>Make an “irresistible offer” so they’ll try you! </li></ul></ul>
  4. 5. # 2 - Presenting Your Message <ul><li>UMS #2: Being CLEARLY understood! </li></ul><ul><ul><li>Be well organized </li></ul></ul><ul><ul><li>Ignite interest </li></ul></ul><ul><ul><li>ASK for action with all of your material </li></ul></ul><ul><li>UMS #3: Carefully and thoroughly eliminate all assumptions </li></ul><ul><li>UMS #4: Ask for action, every time, in every presentation </li></ul>
  5. 6. # 3 - Pick the Right Targets <ul><li>The right geography </li></ul><ul><li>The right industries </li></ul><ul><li>The right demographics </li></ul><ul><li>Match your message to your market </li></ul><ul><li>Utilize your data sources the right way </li></ul><ul><ul><li>D & B, INFOUSA, EDA </li></ul></ul><ul><li>Build your ideal target list, stay after it! </li></ul>
  6. 7. #4 - Prove Your Case! <ul><li>UMS #6: Develop your message knowing that the recipients will stubbornly reluctant to believe it </li></ul><ul><li>You must have a “preponderance of proof” </li></ul><ul><li>Collect, store and use any data on your products, service and anything else that has value to the customer and work it into your message! </li></ul><ul><li>UMS #7: Use case studies, images, anything that helps to tell the story </li></ul><ul><li>Utilize Testimonials whenever possible! </li></ul>
  7. 8. #5 - Put Your Best Foot Forward <ul><li>You Get One Chance to Make A Good First Impression… Make it Count! </li></ul>
  8. 9. Put Your Best Foot Forward <ul><li>Question #1: Can you, in 10 words or less, describe the image you want to project </li></ul><ul><ul><li>“ Clean & Organized”? </li></ul></ul><ul><ul><li>“ Professional & Courteous”? </li></ul></ul><ul><ul><li>“ Responsive and Caring”? </li></ul></ul>
  9. 10. Put Your Best Foot Forward <ul><li>Question #2: Does everything contribute to projecting that image? </li></ul><ul><ul><li>Literature </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Facilities </li></ul></ul><ul><ul><li>Response mechanisms </li></ul></ul><ul><ul><li>Follow-up processes </li></ul></ul><ul><ul><li>Personal service </li></ul></ul>
  10. 11. Is Your Best Foot Forward? <ul><li>Answer honestly </li></ul><ul><li>UMS# 8: Create image congruency; perception is reality whether we like it or not! </li></ul>
  11. 12. # 6 - How to get FREE advertising <ul><li>Join forces with other, complimentary organizations: </li></ul><ul><ul><li>Charities </li></ul></ul><ul><ul><li>Churches </li></ul></ul><ul><ul><li>Teams </li></ul></ul><ul><ul><li>Member organizations </li></ul></ul>
  12. 13. #7 – How to Become Hot <ul><li>Beware of fads and trends </li></ul><ul><li>Keep ad/promo fresh and relevant </li></ul><ul><li>UMS #9- Constant Change! </li></ul>
  13. 14. How to Become Hot <ul><li>Seven ways to get hot and stay hot </li></ul><ul><ul><li>1) Promote new products, 2) New services </li></ul></ul><ul><ul><li>3) Tie into trends and news events </li></ul></ul><ul><ul><li>4) Tie into seasons and holidays </li></ul></ul><ul><ul><li>5) Tie into entertainment events </li></ul></ul><ul><ul><li>6) Piggy back on other fads, even if unrelated </li></ul></ul><ul><ul><li>7) Get Prestigious Recognition wherever possible </li></ul></ul>
  14. 15. #8 – Poor Boy Marketing <ul><li>How to get customers without going broke! </li></ul><ul><ul><li>UMS#10: Capture caller ID at every opportunity! </li></ul></ul><ul><ul><li>UMS#11: The telephone up-sell </li></ul></ul><ul><ul><li>Group efforts and rewards, friendly competition </li></ul></ul><ul><ul><li>UMS#12: Telemarketing after direct mail </li></ul></ul>
  15. 16. Poor Boy Marketing <ul><li>Basic Business Philosophy: </li></ul><ul><li>YCDBSOYA </li></ul><ul><li>(you can’t do business by sitting on your ___! </li></ul>
  16. 17. Poor Boy Marketing <ul><li>3 types of people: </li></ul><ul><li>Those that make things happen… </li></ul><ul><li>Those that watch things happen… </li></ul><ul><li>Those that wonder what happened… </li></ul><ul><li>? </li></ul>
  17. 18. #9 – Maximizing Total Customer Value <ul><li>Treat every customer as the most important asset you have </li></ul><ul><li>REASONS CUSTOMERS LEAVE: </li></ul><ul><ul><li>68% perceive company indifference! </li></ul></ul><ul><li>Educate employees about customer value </li></ul>
  18. 19. Maximize Customer Value <ul><li>UMS #13: Make the customer feel important, appreciated and respected </li></ul><ul><li>Have an “attitude of gratitude” </li></ul><ul><li>Greet the customer as a welcome, honored and important guest. </li></ul>
  19. 20. Maximize Customer Value <ul><li>Be able to answer questions quickly and knowledgeably </li></ul><ul><li>Prevent policies from driving customers away </li></ul><ul><li>Keep in touch CONSTANTLY! </li></ul>
  20. 21. #10- Fuel Word-of-Mouth Advertising <ul><li>Serve the customer properly, they’ll tell friends </li></ul><ul><li>Engage fully in Social Networking </li></ul><ul><li>If customers get only what they expect and deserve, that’s not enough! </li></ul>
  21. 22. Word-of-Mouth Advertising <ul><li>Actively survey and seek opinions from others about how well you do </li></ul><ul><ul><li>Customers, employees, distributors </li></ul></ul><ul><li>Have referral contests, engage employees! </li></ul><ul><li>Display and convey your expectations! </li></ul>
  22. 23. #11- Create Short Term Sales Surges <ul><li>Summarize opportunities </li></ul><ul><ul><li>Seasonal promotions, financing programs, product specials </li></ul></ul><ul><li>Create compelling offers </li></ul><ul><ul><li>Trade-in specials, new products, “try before you buy” </li></ul></ul><ul><li>Newsworthy events or information </li></ul><ul><ul><li>Things that affect the customer well-being </li></ul></ul>
  23. 24. #12 – New Marketing Technologies <ul><li>Use the internet and information management tools at every opportunity </li></ul><ul><ul><li>Customer portals, intranet, training of customers and employees </li></ul></ul><ul><li>E-newsletters: understand rules, regulations, subject lines, copy and style </li></ul><ul><ul><li>21 rules to follow, but boy will the $ come in! </li></ul></ul>
  24. 25. New Marketing Technologies <ul><li>Use your website with the goal of becoming a “favorite” site to visit </li></ul><ul><ul><li>News, information, trends that affect your customers </li></ul></ul><ul><ul><li>Seasonal information </li></ul></ul><ul><ul><li>Special offers </li></ul></ul><ul><ul><li>Relevant information at all costs! </li></ul></ul>
  25. 26. New Marketing Technologies <ul><li>The Word is Out: Equipment businesses can improve their use of technology! </li></ul><ul><ul><li>Understand all of the elements and how they can potentially work together </li></ul></ul><ul><ul><li>Embrace the value of screwing up, cause you’re gooing do it A LOT! </li></ul></ul><ul><ul><li>Every business should assign some time and money to outright, unashamed experimentation </li></ul></ul>
  26. 27. #13- Hiring & Firing the Experts <ul><li>Understand internal resources </li></ul><ul><li>Check ego and pride at the door </li></ul><ul><li>Seek information on technology, skill sets required </li></ul><ul><li>Be realistic about learning curves and timeframes to DO THINGS RIGHT! </li></ul>
  27. 28. Hiring & Firing the Experts <ul><li>How, when and why would you need help? </li></ul><ul><li>Have you written a business plan, built a “road map” to get you where you want to go? Have you done a SWOT analysis? </li></ul><ul><li>What is YOUR plan? </li></ul>
  28. 29. Hiring & Firing the Experts <ul><li>Ever heard of “outsourcing”? </li></ul><ul><ul><li>Big trend: National, international </li></ul></ul><ul><ul><li>Basic disciplines normally consist of: </li></ul></ul><ul><ul><ul><li>HR duties, payroll, accounting, IT </li></ul></ul></ul><ul><ul><ul><li>Now consists of: finance, sales, marketing </li></ul></ul></ul><ul><ul><li>Place value on creativity and experience in a certain field, it’s worth A LOT! </li></ul></ul>
  29. 30. Hiring & Firing the Experts <ul><li>Clarify expectations up front </li></ul><ul><ul><li>Timelines, responsibilities, reality </li></ul></ul><ul><li>Give it a try </li></ul><ul><ul><li>Change and experimentation is a good thing! </li></ul></ul><ul><li>Fail and fire fast if “outsource partners” fail to meet expectations </li></ul>
  30. 31. Time for Action! <ul><li>Visit our resource section for additional material on marketing </li></ul><ul><li>Feel free to contact us (or not) with any questions… We wish you success! </li></ul><ul><li>www.equipmentfx.com </li></ul>

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