The document outlines a comprehensive marketing plan, emphasizing the importance of strategic brand development, client relationships, and organic growth mechanisms to achieve business success. It provides various building blocks aimed at optimizing resource allocation, measuring performance, and identifying marketing tools necessary for growth. Additionally, it encourages businesses to evaluate their current practices and create actionable goals for the future.

1. +
The Building Blocks for
Marketing Success
Put First Things First in Your Marketing Plan

2. +
Your Marketing Plan
 Not sure which way to go first?
 Made costly mistakes in the past?

3. +
What is Marketing?
 TV  Yellow Pages
 Radio  Networking
 Online  Direct Sales
 Outdoor  PR
 Direct Mail  __________

4. +
What is Marketing?
 Most people answer:
 Marketing = Advertising
 Marketing = Getting New
Customers

5. +
Marketing Myths

6. +
Marketing is…

7. +
Growing a Business
 Get New Customers
 Keep Current Customers

8. +
Growing a Business
 Get New Customers
 Keep Current Customers
 Create Evangelists
 Utilizing a Marketing “Map”

9. +
From Here to There
 Where are you now?
 Where do you want to go?
 What’s the best way to get
there?

10. +
Where are you now?
 Closing %: __________
 Employee Turnover %: ______
 Retention %: ___________
 # Referrals / Mo.: ___________
 # New Customers / Mo.: _____
 # of Invitations / Mo.: ________

11. +
Where do you want to go?
 Closing %: __________
 Employee Turnover %: ______
 Retention %: ___________
 # Referrals / Mo.: ___________
 # New Customers / Mo.: _____
 # of Invitations / Mo.: ________

12. +
How are you going to get there?
 Do you have a marketing plan
for 2010? o yes o no
 Do you have a marketing
budget for 2010? o yes o no
 Do have have a marketing
person currently on staff?
o yes o no

13. +

14. +
PART ONE: Your Brand Strategy
 OBJECTIVES
 Understand Who You are
 Clarify Your Purpose
 Determine the “Essence” of
Your Brand
 Express Your Essence Through
Stories, Words and Pictures
 Create Your Vision and Mission
Statement

15. +
PART ONE: Your Brand Strategy
 OBJECTIVES (cont’d)
 Identify Your Primary and
Secondary Target Markets
 Perform a SWOT Analysis
 Create and Cultivate Your
Unique Corporate Culture
 Determine Your “Unfair”
Competitive Advantage

16. +

17. +
PART TWO: The Building Blocks
for Marketing SuccessTM
 OBJECTIVE
 Teach you marketing
methodologies that work
 Give you a “map” to help you
grow your business over time
as things change
 Learn how to put first things
first so you’re most effective
 Learn how to allocate
resources so you can grow
without breaking the bank

18. +
THE PREMISE:
How big would your business
be if you kept every customer
that ever tried you?

19. +
Building Block #1:
Support Your Front Lines

20. +
Building Block #1
The Foundation of Your Growth Plan
GOALS
1. Support the front lines at the point of sale
2. Close the business you already have
3. Patch any leaks in your sales process

21. +
What’s in Your Tool Box?
 _____________________________
 _____________________________
 _____________________________
 _____________________________
 _____________________________
 _____________________________
 _____________________________

22. +
Important Tools for Your Toolbox
 Logo  References
 Business Cards  Testimonials
 “Optimized” Website  CRM System
 Phone Scripts
 Brochure
 Press Kit
 Sales Presentation
 Samples / Freebies
 Proposal
 Laptop with Wireless
 Trade Show Booth
 Cell Phone
 Flyers Postcards
 Social Media / Blog

23. +
How’s That Working for You?
 Measure Your Performance…
 What are you doing now?
 Does this need attention? (Y/N)
 How urgent? (A, B, C)
 How important? (1, 2, 3)
 What could you be doing?
 How urgent? (A, B, C)
 How important? (1, 2, 3)

24. +
Where’s the gap?
_____________%

25. +
Building Block #2:
Build Client Relationships

26. +
Building Block #2
Your Client Loyal Mechanism
GOALS
1. Create authentic relationships
2. Open lines of communication
3. Ensure loyalty to the brand

27. +
Is Your Customer Base at Risk?
 How do you measure loyalty?
 _____________________________
 _____________________________
 _____________________________
 _____________________________
 How much loyalty do you have?
 _____________________________
 _____________________________
 _____________________________

28. +
Important Tools for Loyalty
 Building Loyalty
 “Interactive” Website
 Videos
 Email Auto-Responder
 E-Newsletter
 Webinars
 Blog
 Social Media
 Customer “Touch” Plan
 Small Surprises
 Complimentary Extras
 “The Ultimate Question”

29. +
Important Tools for Loyalty
 Measuring Loyalty
 Customer e-Surveys
 Employee e-Surveys

30. +
How’s That Working for You?
 Measure Your Performance…
 What are you doing now?
 Does this need attention? (Y/N)
 How urgent? (A, B, C)
 How important? (1, 2, 3)
 What could you be doing?
 How urgent? (A, B, C)
 How important? (1, 2, 3)

31. +
Where’s the gap?
_____________%
_____________%

32. +
Building Block #3:
Retain & Gain Clients

33. +
Building Block #3:
Your Organic Growth Machine
GOALS
1. Ask customers to purchase more from you
2. Ask customers to refer new business to you
3. Realize organic growth for your business

34. +
Building Block #3:
Your Organic Growth Machine
GOALS
1. Ask customers to purchase more from you
2. Ask customers to refer new business to you
3. Realize organic growth for your business
Grow Machine
Organic

35. +
Are you growing organically?
 Are you getting referrals and
recommendations from existing
clients? (Y/N)
 Are your current customers
buying more from you this year
than they did last year? (Y/N)
 Can you quantify this growth?
(Y/N)

36. +
Important Tools for Organic Growth
 Strategy to “Add More Value”
 “Membership” Website
 CRM Solution
 Free Education
 Affiliate Partners
 Complimentary Products
 Special Events
 Networking
 Volunteer Work
 Sponsorships
 Charity Contributions

37. +
How’s That Working for You?
 Measure Your Performance…
 What are you doing now?
 Does this need attention? (Y/N)
 How urgent? (A, B, C)
 How important? (1, 2, 3)
 What could you be doing?
 How urgent? (A, B, C)
 How important? (1, 2, 3)

38. +
Where’s the gap?
_____________%
_____________%
_____________%

39. +
Building Block #4

40. +
Building Block #4
Your Incremental Growth Mechanism
GOALS
1. Locate and convert new customers
2. Target profitable sources of new business
3. Create multiple streams of revenue

41. +
Building Block #4
Your Incremental Growth Mechanism
GOALS
1. Locate and convert new customers
2. Target profitable sources of new business
3. Create multiple streams of revenue
is m
Mechan
nta l Growth
Increme

42. +
Are you growing incrementally?
 Have you identified your most
profitable current customers? (Y/N)
 Have you identified your most
profitable sources of like-minded
new customers, a.k.a. your “ideal”
customers? (Y/N)
 Have you identified your “low
hanging fruit,” i.e. your ideal
customers with the most pain? (Y/N)
 Have you created multiple streams of
incremental revenue? (Y/N)

43. +
Important Tools for Incremental Growth
 Strategy to Identify, Target and Reach “Ideal” Customers
 Technology Solutions to Automate Systems and Processes
 “Interactive” Website
 Search Engine Marketing for Specific Keywords
 “Split Test” Offers and/or Calls-to-Action
 Educational Marketing
 Affiliate Partners / List Building
 E-mail Marketing
 Direct Mail
 Measurement Mechanisms to Track ROI

44. +
How’s That Working for You?
 Measure Your Performance…
 What are you doing now?
 Does this need attention? (Y/N)
 How urgent? (A, B, C)
 How important? (1, 2, 3)
 What could you be doing?
 How urgent? (A, B, C)
 How important? (1, 2, 3)

45. +
Where’s the gap?
_____________%
_____________%
_____________%
_____________%

46. +
Building Block #5:
Be the Expert

47. +
Building Block #5
The Fruits of Your Labor
GOALS
1. Gain unsolicited media attention
2. Be sought after by clients/vendors/employees
3. Be responsible with your position

48. +
Building Block #5
The Fruits of Your Labor
GOALS
The Reward 1. Gain unsolicited media attention
2. Be sought after by clients/vendors/employees
3. Be responsible with your position

49. +
Are You the Expert?
 Are you sought after by
potential employees? (Y/N)
 Are you sought after by
potential vendors? (Y/N)
 Are you sought after by
potential clients? (Y/N)
 Are you sought after by the
media? (Y/N)

50. +
Important Tools for Being an Expert
 Speaking Opportunities
 Writing Opportunities
 Interview Opportunities
 Affiliate Partner Opportunities
 Strategic Partner Opportunities
 Coaching Opportunities
 Teaching Opportunities

51. +
How’s That Working for You?
 Measure Your Performance…
 What are you doing now?
 Does this need attention? (Y/N)
 How urgent? (A, B, C)
 How important? (1, 2, 3)
 What could you be doing?
 How urgent? (A, B, C)
 How important? (1, 2, 3)

52. +
Where’s the gap?
_____________%
_____________%
_____________%
_____________%
_____________%

53. +
So what’s next?

54. +
#1) Support the Front Lines
 List all A1 priorities
 Who do you need to engage to get this in the end zone?
 Approximately how much will this cost?
 How much revenue will this generate?
 How much money will this save?

55. +
#2) Build Client Relationships
 List all A1 priorities
 Who do you need to engage to get this in the end zone?
 Approximately how much will this cost?
 How much revenue will this generate?
 How much money will this save?

56. +
#3) Retain & Gain Clients
 List all A1 priorities
 Who do you need to engage to get this in the end zone?
 Approximately how much will this cost?
 How much revenue will this generate?
 How much money will this save?

57. +
#4) Generate New Business
 List all A1 priorities
 Who do you need to engage to get this in the end zone?
 Approximately how much will this cost?
 How much revenue will this generate?
 How much money will this save?

58. +
#5) Be the Expert
 List all A1 priorities
 Who do you need to engage to get this in the end zone?
 Approximately how much will this cost?
 How much revenue will this generate?
 How much money will this save?

59. +
Quantify the Impact
 How much revenue can you  How much money can you
GENERATE? SAVE?
 Support the Front Lines  Support the Front Lines
 Build Client Relationships  Build Client Relationships
 Retain & Gain Clients  Retain & Gain Clients
 Generate New Business  Generate New Business
 Be the Expert  Be the Expert

60. +

61. +
Your Own Marketing GPS
 You now have everything you
need to reach your ultimate
destination.
 If you get off course, your “Map”
will help you adjust your route
and get back on course.

62. +
The Need for Speed
 How fast you go depends on
your commitment level (time
and money) as well as the
quality of the resources you
engage.

63. +
It’s Time to Drive
 Want to accelerate your
progress:
 Group Coaching
 Personal Coaching
 Webinars
 Book / Workbook
 DVD Training Series

64. +
Feedback
 Please list the top 3 things you will do as a result of this workshop?
 What resources do you need to engage to accomplish these goals?
 What resources will you engage to accomplish these goals?
 By when will you accomplish these goals?

65. +
Thank you!
Laura Capes
laura@motiveforgrowth.com