The Ultimate Marketing Plan (Intro)

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The Ultimate Marketing Plan (Intro)

  1. 1. The Ultimate marketing plan2010<br />
  2. 2. 13 Steps To Achieve Success<br />1. Putting together the right message<br />2. Presenting your message<br />3. Picking the right targets<br />4. Proving your case<br />5. Putting your best foot forward<br />6. Getting “free” advertising<br />7. Becoming “hot”<br />
  3. 3. 13 Steps To Achieve Success<br />8. Poor boy marketing strategies<br />9. Maximizing total customer value<br />10. Fueling word-of-mouth advertising<br />11. Creating short term sales surges<br />12. New marketing technologies<br />13. Hiring & firing the experts<br />
  4. 4. #1 - The Right Message<br />Ultimate Marketing Secret #1<br />The Great USP!<br />Why choose your business/product/service over the sea of competition?<br />What are your core strengths?<br />What are your core weaknesses?<br />How to improve them?<br />Make an “irresistible offer” so they’ll try you!<br />
  5. 5. # 2 - Presenting Your Message<br />UMS #2: Being CLEARLY understood!<br />Be well organized<br />Ignite interest<br />ASK for action with all of your material<br />UMS #3: Carefully and thoroughly eliminate all assumptions<br />UMS #4: Ask for action, every time, in every presentation<br />
  6. 6. # 3 - Pick the Right Targets<br />The right geography<br />The right industries<br />The right demographics<br />Match your message to your market<br />Utilize your data sources the right way<br />D & B, INFOUSA, EDA<br />Build your ideal target list, stay after it!<br />
  7. 7. #4 - Prove Your Case!<br />UMS #6: Develop your message knowing that the recipients will stubbornly reluctant to believe it<br />You must have a “preponderance of proof”<br />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!<br />UMS #7: Use case studies, images, anything that helps to tell the story<br />Utilize Testimonials whenever possible!<br />
  8. 8. #5 - Put Your Best Foot Forward<br />You Get One Chance to Make A Good First Impression… Make it Count!<br />
  9. 9. Put Your Best Foot Forward<br />Question #1: Can you, in 10 words or less, describe the image you want to project<br />“Clean & Organized”?<br />“Professional & Courteous”?<br />“Responsive and Caring”?<br />
  10. 10. Put Your Best Foot Forward<br />Question #2: Does everything contribute to projecting that image?<br />Literature<br />Website<br />Facilities<br />Response mechanisms<br />Follow-up processes<br />Personal service<br />
  11. 11. Is Your Best Foot Forward?<br />Answer honestly<br />UMS# 8: Create image congruency; perception is reality whether we like it or not!<br />
  12. 12. # 6 - How to get FREE advertising<br />Join forces with other, complimentary organizations:<br />Charities<br />Churches<br />Teams<br />Member organizations<br />
  13. 13. #7 – How to Become Hot<br />Beware of fads and trends<br />Keep ad/promo fresh and relevant<br />UMS #9- Constant Change!<br />
  14. 14. How to Become Hot<br />Seven ways to get hot and stay hot<br />1) Promote new products, 2) New services<br />3) Tie into trends and news events<br />4) Tie into seasons and holidays<br />5) Tie into entertainment events<br />6) Piggy back on other fads, even if unrelated<br />7) Get Prestigious Recognition wherever possible<br />
  15. 15. #8 – Poor Boy Marketing<br />How to get customers without going broke!<br />UMS#10: Capture caller ID at every opportunity!<br />UMS#11: The telephone up-sell<br />Group efforts and rewards, friendly competition<br />UMS#12: Telemarketing after direct mail<br />
  16. 16. Poor Boy Marketing<br />Basic Business Philosophy:<br />YCDBSOYA<br />(you can’t do business by sitting on your ___!<br />
  17. 17. Poor Boy Marketing<br />3 types of people:<br /><ul><li>Those that make things happen…
  18. 18. Those that watch things happen…
  19. 19. Those that wonder what happened…</li></ul>?<br />
  20. 20. #9 – Maximizing Total Customer Value<br />Treat every customer as the most important asset you have<br />REASONS CUSTOMERS LEAVE:<br />68% perceive company indifference!<br />Educate employees about customer value<br />
  21. 21. Maximize Customer Value<br />UMS #13: Make the customer feel important, appreciated and respected<br />Have an “attitude of gratitude”<br />Greet the customer as a welcome, honored and important guest.<br />
  22. 22. Maximize Customer Value<br />Be able to answer questions quickly and knowledgeably<br />Prevent policies from driving customers away<br />Keep in touch CONSTANTLY!<br />
  23. 23. #10- Fuel Word-of-Mouth Advertising<br />Serve the customer properly, they’ll tell friends<br />Engage fully in Social Networking<br />If customers get only what they expect and deserve, that’s not enough!<br />
  24. 24. Word-of-Mouth Advertising<br />Actively survey and seek opinions from others about how well you do<br />Customers, employees, distributors<br />Have referral contests, engage employees!<br />Display and convey your expectations!<br />
  25. 25. #11- Create Short Term Sales Surges<br />Summarize opportunities<br />Seasonal promotions, financing programs, product specials<br />Create compelling offers<br />Trade-in specials, new products, “try before you buy”<br />Newsworthy events or information<br />Things that affect the customer well-being<br />
  26. 26. #12 – New Marketing Technologies<br />Use the internet and information management tools at every opportunity<br />Customer portals, intranet, training of customers and employees<br />E-newsletters: understand rules, regulations, subject lines, copy and style<br />21 rules to follow, but boy will the $ come in!<br />
  27. 27. New Marketing Technologies<br />Use your website with the goal of becoming a “favorite” site to visit<br />News, information, trends that affect your customers<br />Seasonal information<br />Special offers<br />Relevant information at all costs!<br />
  28. 28. New Marketing Technologies<br />The Word is Out: Equipment businesses can improve their use of technology!<br />Understand all of the elements and how they can potentially work together<br />Embrace the value of screwing up, cause you’re gooing do it A LOT!<br />Every business should assign some time and money to outright, unashamed experimentation<br />
  29. 29. #13- Hiring & Firing the Experts<br />Understand internal resources<br />Check ego and pride at the door<br />Seek information on technology, skill sets required<br />Be realistic about learning curves and timeframes to DO THINGS RIGHT!<br />
  30. 30. Hiring & Firing the Experts<br />How, when and why would you need help?<br />Have you written a business plan, built a “road map” to get you where you want to go? Have you done a SWOT analysis?<br />What is YOUR plan?<br />
  31. 31. Hiring & Firing the Experts<br />Ever heard of “outsourcing”?<br />Big trend: National, international<br />Basic disciplines normally consist of:<br />HR duties, payroll, accounting, IT<br />Now consists of: finance, sales, marketing<br />Place value on creativity and experience in a certain field, it’s worth A LOT!<br />
  32. 32. Hiring & Firing the Experts<br />Clarify expectations up front<br />Timelines, responsibilities, reality<br />Give it a try<br />Change and experimentation is a good thing!<br />Fail and fire fast if “outsource partners” fail to meet expectations<br />
  33. 33. Time for Action!<br />Visit our resource section for additional material on marketing<br />Feel free to contact us (or not) with any questions… We wish you success!<br />www.equipmentfx.com<br />

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