Toledo Biz Group Presentation


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Toledo Biz Group Presentation

  1. 1. Cover image: Poster Web 2.0 All other images courtesy of iStockphoto Duct Tape Marketing Patrick Giammarco
  2. 3. Definition of Marketing
  3. 4. A customer life-cycle
  4. 5. Marketing is a System <ul><ul><li>Create your “shine” </li></ul></ul><ul><ul><li>Strategy before tactics </li></ul></ul><ul><ul><li>Educate don’t sell </li></ul></ul><ul><ul><li>Lead generation trio </li></ul></ul><ul><ul><li>Convert every lead </li></ul></ul><ul><ul><li>Harness the Internet </li></ul></ul><ul><ul><li>Live by the calendar </li></ul></ul>
  5. 7. 2) Strategy before tactics
  6. 8. Find your ideal customer
  7. 9. <ul><li>What is ideal? </li></ul><ul><ul><li>Values you </li></ul></ul><ul><ul><li>Profitable </li></ul></ul><ul><ul><li>Refers </li></ul></ul>
  8. 10. <ul><li>Ideal customer </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Geographics </li></ul></ul><ul><ul><li>Behavior </li></ul></ul>
  9. 11. Differentiate
  10. 12. <ul><li>Differentiate </li></ul><ul><ul><li>Alignment with the brand </li></ul></ul><ul><ul><li>Positioning statement </li></ul></ul><ul><ul><li>Core marketing message </li></ul></ul><ul><ul><li>What you do for a living? </li></ul></ul>
  11. 13. <ul><li>What you really do for a living </li></ul><ul><ul><li>What do your customers want? </li></ul></ul><ul><ul><li>What do your customers buy? </li></ul></ul><ul><ul><li>What is the experience? </li></ul></ul><ul><ul><li>What is the result? </li></ul></ul><ul><ul><li>I/we [verb] [target] [unique value] </li></ul></ul>
  12. 14. <ul><li>Really, how do you do that? </li></ul><ul><ul><li>Your unique process </li></ul></ul><ul><ul><li>Your unique product </li></ul></ul><ul><ul><li>Your unique service </li></ul></ul><ul><ul><li>Your unique guarantee </li></ul></ul><ul><ul><li>Your unique packaging </li></ul></ul><ul><ul><li>Your unique delivery </li></ul></ul>
  13. 15. 3) Educate don’t sell
  14. 16. <ul><li>Educate </li></ul><ul><ul><li>Your marketing kit </li></ul></ul><ul><ul><li>Your website/blog </li></ul></ul><ul><ul><li>Your presentations </li></ul></ul><ul><ul><li>Your content strategy </li></ul></ul>
  15. 17. <ul><li>Your marketing kit </li></ul><ul><ul><li>A case for your business </li></ul></ul><ul><ul><li>Chief benefit </li></ul></ul><ul><ul><li>Products/services </li></ul></ul><ul><ul><li>The marketing story </li></ul></ul><ul><ul><li>Success studies </li></ul></ul><ul><ul><li>Media coverage </li></ul></ul><ul><ul><li>Process maps </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Ideal customer </li></ul></ul><ul><ul><li>Bios </li></ul></ul><ul><ul><li>FAQs </li></ul></ul>
  16. 18. <ul><li>The marketing story </li></ul><ul><ul><li>Who we are </li></ul></ul><ul><ul><li>We’ve been there </li></ul></ul><ul><ul><li>We know you </li></ul></ul><ul><ul><li>Where we are going </li></ul></ul><ul><ul><li>Why we do this </li></ul></ul><ul><ul><li>What we learned </li></ul></ul>
  17. 19. 4) Lead Generation Advertising Public relations Referrals
  18. 20. <ul><li>Advertising </li></ul><ul><ul><li>Narrowly targeted </li></ul></ul><ul><ul><li>2-step – direct response </li></ul></ul><ul><ul><li>Accountable </li></ul></ul>
  19. 21. <ul><li>Public Relations </li></ul><ul><ul><li>Partly about relationships </li></ul></ul><ul><ul><li>Monthly news releases </li></ul></ul>
  20. 22. <ul><li>Referrals </li></ul><ul><ul><li>Expectation </li></ul></ul><ul><ul><li>Education </li></ul></ul>
  21. 23. <ul><li>Referrals </li></ul><ul><ul><li>Be more referable </li></ul></ul><ul><ul><li>Target </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Follow-up </li></ul></ul>
  22. 24. 5) Lead Conversion
  23. 25. Convert Leads Into Customers
  24. 26. <ul><li>New Customer Kit </li></ul><ul><ul><li>Who you need to know </li></ul></ul><ul><ul><li>What we need to know </li></ul></ul><ul><ul><li>What to do next </li></ul></ul><ul><ul><li>How we expect payment </li></ul></ul>
  25. 27. 6) Harness the Internet New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
  26. 28. Don’t think so? <ul><ul><li>73% of online users read a blog </li></ul></ul><ul><ul><li>57% join social networks </li></ul></ul><ul><ul><li>45% have started a blog </li></ul></ul><ul><ul><li>83% have viewed a video online </li></ul></ul><ul><ul><li>39% subscribe to RSS feeds </li></ul></ul><ul><ul><li>36% think more positively about companies that have blogs </li></ul></ul><ul><ul><li>Source: Universal McCann Wave3 research into social media </li></ul></ul>
  27. 29. It’s about total web presence <ul><ul><li>Content rich website </li></ul></ul><ul><ul><li>Blog and social media </li></ul></ul><ul><ul><li>RSS for alerts/content </li></ul></ul><ul><ul><li>Social search </li></ul></ul><ul><ul><li>Local search </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Pay per click advertising </li></ul></ul><ul><ul><li>Automation </li></ul></ul>
  28. 30. Hub and Spoke social media in business
  29. 31. Hierarchy of social media
  30. 32. Why Blog <ul><li>Content </li></ul><ul><li>Interaction </li></ul><ul><li>Networking </li></ul><ul><li>Community </li></ul><ul><li>Search </li></ul>
  31. 33. Social/local search <ul><li>Tools </li></ul><ul><li>Google maps </li></ul><ul><li>Yahoo Local </li></ul><ul><li>Live Search </li></ul>
  32. 34. 7) Live by the calendar
  33. 35. <ul><li>Live by the calendar </li></ul><ul><ul><li>Monthly themes </li></ul></ul><ul><ul><li>Weekly actions </li></ul></ul><ul><ul><li>Daily appointments </li></ul></ul>
  34. 36. <ul><li>Marketing dashboard </li></ul><ul><ul><li>Goal gaps </li></ul></ul><ul><ul><li># of leads generated </li></ul></ul><ul><ul><li>% of leads converted </li></ul></ul><ul><ul><li>average $/customer </li></ul></ul><ul><ul><li># of trans/yr/customer </li></ul></ul>
  35. 37. The Marketing Hourglass Know Like Trust Try Buy Repeat Refer Articles Ads Results Reviews Partner Intros Post job survey Cross sell Service Team New Customer Kit Webinar Evaluation Marketing Kit White paper Web site Reception Referrals Newsletter Sales Presentation Peer2Peer Events Quarterly Events Finance Delivery Nurturing
  36. 38. Thank you Patrick Giammarco [email_address] 419.329.4256 Skype
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