How can you find a more cost efficient way to
acquire more profitable customers / maximise on
• [S]ituation Analysis (where
are we now?)
• [O]bjectives (where do we
want to go?)
• [S]trategy (how do we get
• [T]actics (the details of
• [A]ction (the daily and
• [C]ontrol (what you need to
watch and when)
WHAT’S THE GOAL?
The journey begins from where you are now . . .
Where do you want to be?
What about five years?
Now imagine yourself
five years on, having
achieved what you want
and looking back on
yourself today; ask
yourself this important
• What were the most
important things you did
that enabled you to get
where you wanted to be?
WHAT IS MARKETING?
Marketing is everything that you do to communicate your
business to both your existing and potential customers.
Most people use a combination that works best for their
• No plan – haphazard activities
• Over complicating marketing activities and
• Too busy doing business to consider how to
Jumping from one failed idea to another
without stopping to think
Your marketing plan on a ‘post it ’ note or in
Untargeted attempts to generate sales
Not really knowing what works and what
doesn’t to make informed decisions
Trying to do too much too quickly and making
Wasting money, time and effort repeating what
Poor decisions about what to invest in –
believing the sales person
Letting fear paralyse the taking of positive
Mixed messages with no coherent theme
Working very hard but not getting results that
match the effort
Making excuses – I haven’t got time to market
Thinking that marketing is complicated – and
avoiding doing it
Relying on only one or two methods of
Suffering from feast and famine revenue
Keeping poor records of important prospects
Not really being able to explain why someone
should buy from you
Hoping and praying that business will come to
you – but not taking action
What is effective Marketing?
“No matter what your product is, you are ultimately in the
education business. Your customers need to be
constantly educated about the many advantages of doing
business with you and trained to use your products more
Robert G Allen
Find the blocks to sales & marketing success
Ask what it isn’t working.
Ask what is working.
What direction are you moving in?
• How much?
• Take stock now
Finding out about your target customer
Understanding what people buy
Understanding your customer
• Who are the right potential customers?
• New business opportunity profile
• Best, most enjoyable and profitable?
• Problems, needs and wants?
• Niches, segments and sectors
• Oh where art thou perfect customer?
• I buy like this!
• There are three main
ways to grow any
• get new customers
• increase the amount
your existing customers
spend with you
• increase the frequency
with which they do
business with you
Creating your value proposition
• What do you do for
• Key elements?
• Solving clients
• What is unique about
• Pain points
• Diagnose before you
WHAT ARE YOU SELLING?
Anything that satisfies a customer need.
‘The right product, in the right place, at the right time, and
at the right price’
Adcock et al
What are you selling?
“The most simple analysis will tell you that
Coke is only a fizzy drink with a massive
marketing budget, and that simplicity makes
the market vulnerable." Richard Branson
Find out what your customers value
Think like a customer
Ask them for feedback
Deciding on your niche
Getting clear about what you are selling
Clarifying your value proposition
Creating and communicating a brand identity
Developing a strap-line slogan for your
• Branding involves decisions that establish an identity for a
product with the goal of distinguishing it from competitors’
• The word branding began simply to tell one persons cattle
from another’s by the means of a hot iron stamp
• Personal branding is the process whereby people and
their careers are marked as brands and marketed as such
Not of these organisations treat their brand
as an afterthought, and nor should you
Developing your brand statement
• What 3 things would you want someone to remember about
• What 2 things are you known for today?
• What 2 things will you be known for this time next year?
• What do you do
• How do you do it
• Why do you do it
• Abbey – more ideas for your money
• Honda – the power of dreams
• PC World – the best of both worlds
• KwikFit – keeping tyre and exhaust prices down
• Panasonic – ideas for life
• Tesco – every little helps
• Dulux – we know the colours that go
• Shredded Wheat – put all your heart into life
• Typhoo tea – you only get an OO with Typhoo
Sun-Tzu identified and compared his differentiators (the
enemy's strengths and weaknesses), writing,
“Carefully compare the opposing army with your own, so that
you may know where strength is superabundant and where it
• Who is your
• What are their
• What is your
offering that the market
• What benefits do you
offer that your
YOU NEED A PLAN
Failure to plan is planning to fail
Marketing plan – tip
• Create a plan
• Plan on 1 side of A4
• Update frequently
• Stand back and look at the opportunities
• Which opportunities are you following or choosing not to follow and
• Do you have a consistent message throughout your
• How much time do you have to create a synchronised
• Should you consider seeking support?
What should go into a plan?
Case studies /
Events / exhibitions
Marketing plan – tip
• Just do it
• Keep it simple
• Don’t be perfect
• Test test test
• Review & measure
The Questions you really need to ask
• Do you understand the competitive advantages of your
Do you know who your competitors are and how and
they compete in the market place?
Are you sure that you are selling in the best location
(physical or internet)?
Do you build in the best possible benefits to the customer
in your product/service for the price?
Do you know what your customers like about your
Do you have a marketing plan that is regularly reviewed?
Do you have a consistent brand image throughout your
marketing material ?
IT’S A NUMBERS GAME
Keep your eyes and ears peeled the media
are always looking for good stories
If you do one thing blog
• share your expertise
studies), a place to
announce your news,
proffer your views, build
your credibility and raise
your brand profile
• SEO (search engine
• Quality content
Think about what a user is going to type Matt Cutts - Google
People, share, read and generally engage
more with any type of content when it’s
surfaced through friends - Malorie Lucich facebook
Create a community
(e.g. Google+, Facebook or LinkedIn)
Write a book
Either write something worth reading
about or do something worth writing
about – Benjamnin Franklin
A millions ideas
CSR / Social return
Word of mouth
Exhibitions / events
Write a book
Who am I?
Personal Brand Strategist,
Author, Speaker, Blogger