How to position for growth

     TEC Workshop
           Date
Who is Jane Toohey
 •   BSc Computer Science
 •   Advertising at NSW
 •   Managing Director Emery Vincent
 •   Founder of ...
Secrets Exposed Series

                • Invited to write a chapter of
                  this book
                • Each...
This session
 • To have everyone clear about the definitions around the
   evolution of the 4 Ps to the 4 Es
 • To discuss...
Format
 • What are the 4 Es, I thought it was the 4Ps?
 • Defining your ideal customer – why?
 • Agreeing key messages
 • ...
Is marketing communications effective?

 • Marketing is not just advertising
   – That is one tactic!
 • Traditionally it ...
4 Ps now become the 4 Es
 The vast integration of technology and
  marketing has given control to the
  consumer. This has...
Building growth is a process
  RESEARCH THE MARKET                IMPLEMENTATION IS KEY
  • Clients                       ...
Targeting
You must define the Ideal Client
 • Build a detailed profile of the target clients
 • Get to know their likes, w...
The Chocolate Bliss
                                                    Everyone loves
                                   ...
Focus on the brand and
       positioning
     Take a holistic approach
the brand, the positioning and the
             pr...
What is a brand?
 • A name, term, sign, symbol or design, or a
   combination of these.
 • Powerful brands create strong c...
What’s in a name?
• Desirable qualities for a brand name:
  – Suggest product benefits/qualities
  – Easy to pronounce, re...
SFL Steel Foundations




  Is it limiting?
Their promise:
Partnership
& Integrity
Why create a positioning
statement
• A clear positioning across all marketing, saves
  time and money in developing
  comm...
Some more examples
Positioning (building a brand)
• Ad Instruments – making science easier
• BodyTrack – committed to your...
Desired positioning
 • How do you want your target market to
   perceive you
 • What position in the market do you want to...
Bringing the built environment to life!



   Brand hierarchy

   Sustainable Construction
   Sustainable Design
   Sustai...
Use some tools to help
such as the brand pyramid
• Attributes                   • Benefits
  – Of the brand               ...
Brand Pyramid
       Financial Planner
                                                     Reliable
                     ...
Creating an Identity
  The visual part!
  The look, the creative execution, how:
   Emery Vincent Design the best
   S...
Consistent effective communication
 • Brand is implemented across all tactics
 • Adapt the piece to the target market
   –...
Tracking
25% response with
current clients




                       15% response with
                       current cli...
Publicity used to educate &
create awareness
Direct Marketing needs
great copywriting
Advertising
Websites
                                  Customers need
                                  to know about them


         ...
Online Communities
Make the Brand work for
the Business
 • Consistency at each ‘moment of truth’
 • Develop strong guidelines and rules and
 ...
Making the positioning work

 • Aim to reflect today's reality and help move
   the company toward it's sought after,
   a...
Key Messages
Support the positioning
• What do you want to be known for?
• What is the customer experience?
• What listeni...
Now you have plenty of leads
 •   How do you convert them?
 •   You need a great sales team
 •   A 90 day business develop...
What makes a great sales
person
 •   Empathetic
 •   Ego-driven
 •   Handles rejection well
 •   Strong desire to succeed
...
Types of sales people
 •   Hunter
 •   Closer
 •   Relationship seller
 •   Short / long sales cycle
 •   Top Executive
How do you identify them?
 •   Profile the type of sales people you need
 •   Search
 •   Qualify (can be done online by t...
Plan for growth not the status quo
 • Build a contacts database and CRM
 • Write a cut through first sales letter
 • Scrip...
Thank you
 • Any questions?

 • Handouts
Business Swap 2009
Business Swap 2009
Business Swap 2009
Business Swap 2009
Business Swap 2009
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Business Swap 2009

  1. 1. How to position for growth TEC Workshop Date
  2. 2. Who is Jane Toohey • BSc Computer Science • Advertising at NSW • Managing Director Emery Vincent • Founder of a National consultancy Marketing Angels 7 years • Director Mini Movers • Advisor to other growth businesses • TEC Resource Speaker • 2 children Liam (11) and Sophia (8)
  3. 3. Secrets Exposed Series • Invited to write a chapter of this book • Each chapter is focused on a different element of a marketing strategy • Chapter focused on the ideal client • Note the challenge for the workshop (best positioning gets a copy)
  4. 4. This session • To have everyone clear about the definitions around the evolution of the 4 Ps to the 4 Es • To discuss the appropriate use of different forms of marketing, what marketing really is, and be sure everyone understands where other aspects of marketing can be more effective in which context • To discuss various tactics to turn leads into real business • To show how to put together a gun sales team • Have everyone leave clear on their positioning in the market and with some tools that can be implemented in their business.
  5. 5. Format • What are the 4 Es, I thought it was the 4Ps? • Defining your ideal customer – why? • Agreeing key messages • Developing your positioning • ‘Mini workshop’ using one attendee’s business to develop a positioning for growth • Effective conversion of leads into sales • Finding the right sales team.
  6. 6. Is marketing communications effective? • Marketing is not just advertising – That is one tactic! • Traditionally it is about – Product – Place – Price – Promotion • Now it is…..
  7. 7. 4 Ps now become the 4 Es The vast integration of technology and marketing has given control to the consumer. This has forced a fundamental change where: Product becomes Experience Place becomes Everywhere Price becomes Exchange Promotion becomes Evangelism
  8. 8. Building growth is a process RESEARCH THE MARKET IMPLEMENTATION IS KEY • Clients • Develop and implement a tactical • Prospects plan to achieve the objectives • Competitors outlined strategically • Staff BRAND & POSITIONING SALES & CRM • Develop your current brand and • Develop effective sales positioning or create one processes to convert leads and opportunities created by activities STRATEGY & PLANNING REPORTING & TRACKING • Create Marketing Strategy • Develop an effective reporting •Create Business Development process to measure effectiveness Plan for Growth and assist with future plans and organisational capacity
  9. 9. Targeting You must define the Ideal Client • Build a detailed profile of the target clients • Get to know their likes, wants and needs • Define their listening! • This focuses the marketing spend, it does not restrict it, and controls the selling messages • It has everyone in a business clear on who they are marketing/SELLING to!
  10. 10. The Chocolate Bliss Everyone loves Chocolate! • One client spends $1000 on chocolate gifts for all their clients • One customers pops in for a $5 chocolate block – Which one will you spend money marketing to?
  11. 11. Focus on the brand and positioning Take a holistic approach the brand, the positioning and the product. the brand = the business
  12. 12. What is a brand? • A name, term, sign, symbol or design, or a combination of these. • Powerful brands create strong customer loyalty • Customer loyalty provides much protection against competitive activity. • A brand is a promise to deliver.
  13. 13. What’s in a name? • Desirable qualities for a brand name: – Suggest product benefits/qualities – Easy to pronounce, recognise and remember – Distinctive – Capable of registration and legal protection – Capable of translation into foreign languages – Flexible and future proof.
  14. 14. SFL Steel Foundations Is it limiting?
  15. 15. Their promise: Partnership & Integrity
  16. 16. Why create a positioning statement • A clear positioning across all marketing, saves time and money in developing communications tactics • More effective communications through consistent, cohesive and differentiated messages • Builds market awareness • Enables advocacy and referral • Helps achieve the company's desired sustainable leadership position.
  17. 17. Some more examples Positioning (building a brand) • Ad Instruments – making science easier • BodyTrack – committed to your health and fitness • Austmortgage – creating a new finance culture • Village Roadshow – a great time anytime Taglines (statement of a brand) • BMW – sheer driving pleasure • VB – for a hard earned thirst • Jeans West fits best • Aussie Home Loans – we’ll save you • Hungry Jacks – the burgers are better at Hungry Jacks • Avis – we try harder Just do it (the brand)
  18. 18. Desired positioning • How do you want your target market to perceive you • What position in the market do you want to own • What is your promise to the market…? – Break out session
  19. 19. Bringing the built environment to life! Brand hierarchy Sustainable Construction Sustainable Design Sustainable Landscaping
  20. 20. Use some tools to help such as the brand pyramid • Attributes • Benefits – Of the brand – Of the brand to the clients • Emotional Rewards – To being in relationship • Values – with the brand – Of the target clients • Personality – Or brand values  Brand Essence
  21. 21. Brand Pyramid Financial Planner Reliable Trust worthy Personality or brand values Innovative Smart Risk averse, busy, Values of customer Knowledgeable investor Time poor, entrepreneurial Emotional Rewards Security, empowering, future vision, security Functional Benefits Wealth, quality returns, no hassles , save time value add, technically superior, risk management, Attributes knowledge Brand Essence sample: Smart wealth creation, low risk
  22. 22. Creating an Identity  The visual part!  The look, the creative execution, how: Emery Vincent Design the best Smaller inhouse team Odesk the world  Consider the past and strive into the future  Develop the creative brief from the strategy  Then consider what materials need to be developed?
  23. 23. Consistent effective communication • Brand is implemented across all tactics • Adapt the piece to the target market – Direct Mail – Websites – Social networking, blogs, twitter etc – Public Relations – Advertising – Promotions – Outdoor
  24. 24. Tracking 25% response with current clients 15% response with current clients 2% response potential clients 15% response potential clients
  25. 25. Publicity used to educate & create awareness
  26. 26. Direct Marketing needs great copywriting
  27. 27. Advertising
  28. 28. Websites Customers need to know about them SEM SEO Banners Links Social networking Delivering marketing that works
  29. 29. Online Communities
  30. 30. Make the Brand work for the Business • Consistency at each ‘moment of truth’ • Develop strong guidelines and rules and stick to them • Complete an internal training session, get everyone saying the same thing! • Continue to review the market, their listening and hence your positioning.
  31. 31. Making the positioning work • Aim to reflect today's reality and help move the company toward it's sought after, achievable, differentiated sustainable leadership position. • Claiming to be "the leader" does not make it so. Actions speak louder than words, so follow through with the promises of the brand.
  32. 32. Key Messages Support the positioning • What do you want to be known for? • What is the customer experience? • What listening are you speaking into? • What are the needs of the target market? • Then what do you need to say? • What is the emotional commitment needed from the customer?
  33. 33. Now you have plenty of leads • How do you convert them? • You need a great sales team • A 90 day business development plan • Identified customer touch points • A CRM system
  34. 34. What makes a great sales person • Empathetic • Ego-driven • Handles rejection well • Strong desire to succeed • Commitment to not taking the easy way out • Outlook or attitude • Responsibility for results
  35. 35. Types of sales people • Hunter • Closer • Relationship seller • Short / long sales cycle • Top Executive
  36. 36. How do you identify them? • Profile the type of sales people you need • Search • Qualify (can be done online by themselves) • Assess • Test • Interview
  37. 37. Plan for growth not the status quo • Build a contacts database and CRM • Write a cut through first sales letter • Script the follow up telephone call • Train the sales people in managing an effective first sales call • Write templates for great follow up letters and quotes • Follow up telephone calls must be made and diarised • Regular staying in contact processes • This may seem straight forward but following the process diligently is the key.
  38. 38. Thank you • Any questions? • Handouts

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