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)
Secrets Exposed Series
• Invited to write a chapter of
• Each chapter is focused on
a different element of a
• Chapter focused on the
• Note the challenge for the
workshop (best positioning
gets a copy)
• 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
• 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.
Is marketing communications effective?
• Marketing is not just advertising
– That is one tactic!
• Traditionally it is about
• Now it is…..
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
Product becomes Experience
Place becomes Everywhere
Price becomes Exchange
Promotion becomes Evangelism
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
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
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!
The Chocolate Bliss
• One client spends $1000 on chocolate gifts for all their
• One customers pops in for a $5 chocolate block
– Which one will you spend money marketing to?
Focus on the brand and
Take a holistic approach
the brand, the positioning and the
the brand = the business
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.
What’s in a name?
• Desirable qualities for a brand name:
– Suggest product benefits/qualities
– Easy to pronounce, recognise and remember
– Capable of registration and legal protection
– Capable of translation into foreign languages
– Flexible and future proof.
Why create a positioning
• A clear positioning across all marketing, saves
time and money in developing
• More effective communications through
consistent, cohesive and differentiated
• Builds market awareness
• Enables advocacy and referral
• Helps achieve the company's desired
sustainable leadership position.
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)
• How do you want your target market to
• What position in the market do you want to
• What is your promise to the market…?
– Break out session
Bringing the built environment to life!
Use some tools to help
such as the brand pyramid
• Attributes • Benefits
– Of the brand – Of the brand to the
• Emotional Rewards
– To being in relationship • Values
– with the brand – Of the target clients
– Or brand values Brand Essence
Personality or brand values Innovative
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,
Brand Essence sample: Smart wealth creation, low risk
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
Consistent effective communication
• Brand is implemented across all tactics
• Adapt the piece to the target market
– Direct Mail
– Social networking, blogs, twitter etc
– Public Relations
25% response with
15% response with
Make the Brand work for
• 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.
Making the positioning work
• Aim to reflect today's reality and help move
the company toward it's sought after,
achievable, differentiated sustainable
• Claiming to be "the leader" does not make it
so. Actions speak louder than words, so
follow through with the promises of the
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?
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
What makes a great sales
• Handles rejection well
• Strong desire to succeed
• Commitment to not taking the easy way out
• Outlook or attitude
• Responsibility for results
Types of sales people
• Relationship seller
• Short / long sales cycle
• Top Executive
How do you identify them?
• Profile the type of sales people you need
• Qualify (can be done online by themselves)
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
• 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.