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LA2M plan4success_june 2012 final

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Dee Davey talks about growing business revenue. Do you want to grow your business and spend less marketing dollars achieving better results? Use this 5 step approach to align your company’s …

Dee Davey talks about growing business revenue. Do you want to grow your business and spend less marketing dollars achieving better results? Use this 5 step approach to align your company’s marketing efforts with your business objectives; minimize wasteful spending and maximize return on your marketing investment.

• Want to grow your business?
• Do you know what your customers need to hear to make them want to buy?
• Do you know how to differentiate yourself from your competitors?
• Can you predict what your customers will want in a year? 2 years? or 3?
• What more can you do to build customer trust?

At the heart of a successful business is an understanding of who your customers are, what they want, how they buy, where they are, and if there are enough of them to warrant you even being in business in the first place. Successful businesses also need to have, or be able to build, the core capability to provide what your customers really want, at a profit, and be ready to execute focused and targeted promotions and communications programs to attract and engage potential buyers. Dee Davey, from Creative Ideas Marketing will talk about some of the questions you should be asking about your business’ competencies, customer needs, and market opportunity and how to map out a plan that will provide focus, direction and create business success.

Published in: Business, Technology

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  • 1. LA2M Planning for Success: 5 Essential ElementsDee DaveyCreative Ideas MarketingJune 27, 2012 H H ?
  • 2. WHAT, HOW REVIEWWHY (SELL, DELIVER, INTERNAL EXTERNALFOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5
  • 3. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 1STRATEGIC PLANNING H? S
  • 4. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING• Understand (Int / Ext) .• Match / Define / Focus• $ / Business Goal – Qualify .• Differentiators / Unique .• Communicate / Message• Marketing Objectives / Roadmap• Validate Assumptions H? S
  • 5. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Internal / External Discovery • Needs • Value • Say • Love • Compare• Listen / Create Dialogue• Talk with Customers
  • 6. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Market Research • SWOT
  • 7. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Market Research • STEP Political• Trends and Market Drivers• Market Size, Growth Economic• Factors driving customer need Technological • Now Sociological • Future• Changes / Shifts
  • 8. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Market Research • Competitors or Partners • Competitive • Review Similar but Different Industries • Competitors in Different Locations • “Pie is big enough” . • Who / What are My Competitors? .
  • 9. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Define Offer / Value • Why Proposition • What • Outcomes Expected (Benefits) • Differentiators • Evidence Value Proposition = Business Elevator Pitch
  • 10. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Business Case . S
  • 11. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL• Persona . LA2M March 2012 Marisa Smith, Whole Brain Group • Who • Size / $ • Industry / Sector • Geography • Characteristics • Challenges • Values H
  • 12. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING• Validate
  • 13. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT
  • 14. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT• Marketing Plan – Marketing Ps
  • 15. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT• Build Foundation for Service Delivery Methods Delivering the Training Promise Management Capability Tools Logistics Infrastructure … Contract Billing . The Detail S
  • 16. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT• Map Process • Tasks / Actions • Touchpoints • Expectations • Better Experience • Contingency Planning• Think Like a Customer• Systems to Manage Customer Experience S
  • 17. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT“What gets measured, Priorities gets done” Set Monitor Standard• Business Performance• Marketing Effectiveness Improve Measure Analyze H
  • 18. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 3 INTERNAL COMMUNICATION H
  • 19. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION• People Create Competitive Advantage• Customer Focused = Sales
  • 20. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION• Create Culture of Shared Knowledge • Workshops • Business • Offer Definitions • Customers • Training / Collaterals • Opportunity Spotters • Change Management • Internal Newsletters / Conferences • Meetings / Road Shows / Seminars • Intranet • CRM – Sales & Service S
  • 21. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 4 EXTERNAL COMMUNICATION
  • 22. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Facebook • Blogging • Twitter • Trade Shows • Mobile Marketing • Newsletters • Public Relations • Web / Internet Marketing • Branding • Ethnic Marketing • … H
  • 23. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION
  • 24. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION• Where Do Your Customers “Hang Out”?• Communication Preferences?
  • 25. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATIONAlign MarketingCommunications with Marketing Communication Tactics 1 Marketing Objective 2 3 4/5 Generation Awareness (V1.1)Marketing Goals / LeadObjectives - - Branding 30 Web Re-Design Enhancements 1. Media Relations 2. Press Releases 3. Associations 4. e-Newsletter– Quarterly Publication 5. Client Internal Broadcast - e-Updates 6. Website – Lead Capture / Management 7. Direct Mail / e-Mail 8. Trade Show Participation / Seminar 9. Sales Support Materials 10. Hosted Learning Event 11. Experiences Library 12. Partner with Change Agents 13. Online Directory Submissions 14. Hosted Learning Event – “Like Issues”” 15. Manage Trade Show Opportunities 16. Webinar / Webcast Lead Generation 17. Analyst Relations / Influencers 18. Virtual Advertising / Pay per Click 19. New Technology Lead Generation Totals 19 18 18 18 14 18
  • 26. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION• Objective, Strategy, Background• Marketing Actions• Client Input Required• Time: Hours / Duration• Costs• Measurement Method• Owner
  • 27. WHAT, REVIEWWHY HOW INTERNAL EXTERNALFOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 5 REVIEW
  • 28. STRATEGIC PLANNING MARKETING DEVELOPMENT COMMUNICATIONWHAT, HOW REVIEWWHY (SELL, DELIVER, INTERNAL EXTERNALFOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5 REVIEW Ongoing Research Listening Surveys Social Media / Blogs 1-2-1 Conversations !
  • 29. Planning for Success Q&ADee Davey, Creative Ideas MarketingDee.davey@CreativeIdeasMarketing.comwww.CreativeIdeasMarketing.comhttp://www.linkedin.com/in/deedaveycreativeideasmarketing