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A marketing tune up-oct10-revised

A marketing tune up-oct10-revised






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    A marketing tune up-oct10-revised A marketing tune up-oct10-revised Presentation Transcript

    • A Marketing Tune-Up
      Matt Davidson
      LOGO Dynamics
      (804) 241-1152
      Results of A Failure to
      Keep a Car in Tune
      Is It Time To Tune-up Your Business?
    • Who is Matt Davidson?
      Small Business Owner, 20 years
      Involved in Sales for over 27 years as salesperson and sales trainer
      Known the highs and lows of retail sales
      Key Thought: Hope That Things Will Change is Not An Acceptable Strategy
    • Where Have the Experts Gone?
      Timeshave changed
      What the Previous Generation Heard?
      “You can have everything you want if you work hard enough”—Ben Franklin, “Poor Richard’s Almanac” and others
      “How to Win Friends and Influence People?”—Dale Carnegie
      “Keep A Positive Attitude—Your Key to Success” –Dr. Norman Vincent Peale
      People Want to Buy Their Way. There are Four Basic Personality Types-Drivers, Expressives, Analyticals, and Amiables—IBM Sales Training, 1950-60’s, hear it often today from various sources
      “Get Rid of ‘Stinkin Thinkin’” –Zig Ziglar
      What do we hear today?
    • IN 2011
      You have to be on the Internet to sell today—Web Site, FaceBook, LinkedIn, YouTube, etc.
      You have to be “positioned” well—(whatever that means).
      You need to spend a lot of money and hire experts to be effective.
      You need to “Wow” people with technology—cute gimmicks that bring them back to your web site.
      You need to spend a lot of time doing “technie” stuff.
    • Bottom Line
      There are no experts
      The marketplace has changed, is changing and will change to the point that no one can be any more than a resource and talk about what has worked for them.
      Your task: See if anything I have to say makes sense to you.
    • What is Business?
      Traditional Definition-Goods and Services that Change Hands for Money
      Description of the Economy, 1950-2000:
      * Increasing supply of money
      * Increasing ability to obtain credit
      * Goods and services in limited,
      sometimes short supply
      * As the time passed, increased ability to communicate
      * Limited Government regulation
    • The Economy: 2000-2011
      Fear of Economic Catastrophe
      Money is available but people in general make decisions based on fear not opportunity
      Goods in great supply and distribution capability at all time high
      Communication has greater range than anytime in recorded history
      Key Thought—Ours is a Value Oriented Economy and people will purchase if they see value in what we have to offer. They are motivated to buy more by another person’s recommendation than traditional media advertising.
      What is the New Definition of Business?
    • Business is
      The planned creation of “WOW!”
      moments with every
      In order to secure the client’s loyalty and guarantee the continuation of a business relationship.
    • Case Study: Shady Grove Preschool
      The magnet art I could have supplied was this?
    • What I did supply was this
      Where do you think the client will be buying magnets in the future?
    • Marketing 101: A.I.D.A.
      Main Focus in the Past:
      Getting New Customers
    • New Tools Have Changed the Game
      Convert to Advocates
      Retention is the New Acquisition
    • Intrusion vs. Permission Marketing
      • Spam
      • Junk Mail
      • Stupid Commercials
      • Phone Solicitation
      • You name it
      • Opt-in Newsletter
      • Networking Event
      • Social Networking
      • Targeted E-Mail Message
      • Social Events including Charity
    • What Is Your Brand?
      Misconceptions About A Brand
      Only the Large Corporations Have One
      A Logo is A Brand
    • What Your Brand Is
      More About What People Say About You and Your Company than What You Say About It
      It Starts With What You Do
      May Have More to Do with the Way You Do Business
      Where to Start:
      What makes you distinctive?
      What concerns are on the minds of people who are your clients or potential clients?
      What is Your Purpose? State it in a Tweet (140 characters)
    • The Media Has Changed—Have You?
      Paid MediaOwned Media Earned Media
      Pay to Get A Channel Controlled The Customer
      Attention By the Brand Becomes the Media
      TV Commercial Website Like on Facebook
      Newspaper Ad Blog ReTweet
      Sponsorship Email List Forward
      GroupOn Social Networking Yelp
      Display Ads Twitter LinkedIn
    • The Key to Success—A Great Customer Experience
      Key Point—There is No Marketing Cure if You Suck
      So Get Your Act Together Before You Start Marketing
      Delight is Not Enough
      Many companies focus on avoiding Disappointment
      Few focus on providing Delight
      Great companies make a habit of Confounding Customer Expectations by providing exceptional service
      Not so great companies Conform to Customer Expectations
    • The Goal:
      Conforming Disappointment—I didn’t think you were very good and you weren’t.
      Confounding Disappointment—You missed the mark to such a degree it is simply unbelievable!
      Conforming Delight—I expected you to be remarkable and you were.
      Confounding Delight—You are so good, I just can’t imagine how you do it! You “wowed” me! Scott McKain , www.scottmckain.com
    • Elements of A Good Marketing Plan
      Establish Your Identity
      Basics like Business Cards, Signage and Apparel
      Next Steps—Target Markets
      Develop Marketing Copy Based on Perceived Needs
      Review Where to Put Marketing Information Online ( Follow-Up to Make Sure it is Current)
      Plan Marketing Projects and Review the Available Media
      Join Networking Groups like the Chamber of Commerce, Service Clubs and/or Community Oriented Groups
      Execute the Plan and Review at Regular Intervals
    • Some say, “Content is King”
      While Content Needs to be Relative
      To the Audience, By Itself It is Not Complete.
      Engagement Marketing
      Is the Way to Build a Business in the 21st Century.
    • Have Things Really Changed?
      How was it for previous generations?
      Owner knew you and what you needed
      Had an emotional connection with you
      Didn’t forget you—built a relationship
    • Recap and Summary
      The Definition of Business is the Planned Creation of “Wow” moments with every Suspect, Prospect, Customer, Client, and Advocate in order to secure the client’s loyalty and guarantee continuation of their business.
      Write your Purpose Statement with a client’s needs in mind.
      The New Tools have changed—Goal of Marketing is to Keep Clients and Convert them into passionate converts that help you find more people like them.
      Key to Success is Permission Based Marketing
      Your Brand is Another Key to Success—May have more to do with How You Do Business rather than What You Do.
      The Goal in Customer Service is Confounding Delight—”You are so good, I just can’t imagine how you do it.”
      Develop a Marketing Plan to Achieve the Above and Stick to It.
    • Resources
      * E-Mail Marketing
      Constant Contact—www.constantcontact.com
      www.growyourbusinesswithcc.com Matt’s marketing blog
      * Customer Service—Scott McKain, www.scottmckain.com Sign up for his blog.
      Book: “Collapse of Distinction” (see Amazon), see his YouTube videos, “Taxi Terry” is priceless. Other Books, “All Business is Show Business” and “What Customers Really Want”
      * Content Marketing—Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press
      Matt Davidson, LOGO Dynamics
      matt@logomd.com (804) 241-1152
    • Next Steps
      Review this presentation at the following address:
      Need Help with developing a plan? Contact me at (804) 241-1152 or matt@logomd.com
      Want to get started in e-mail marketing? Our next hour is about that or contact me and I’ll advise you.