A marketing tune up-oct10-revisedPresentation Transcript
A Marketing Tune-Up Matt Davidson LOGO Dynamics email@example.com (804) 241-1152 www.growyourbusinesswithcc.com 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 Suspect Prospect Customer Client Advocate 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. Awareness Interest Desire Action Main Focus in the Past: Getting New Customers Awareness Interest Desire Action
New Tools Have Changed the Game KEEP Clients FIND MORE Convert to Advocates Keep Retention is the New Acquisition
Intrusion vs. Permission Marketing
You name it
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: Confound Delight Disappoint Conform 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 firstname.lastname@example.org (804) 241-1152
Next Steps Review this presentation at the following address: http://www.slideshare.net/logomd/a-marketing-tune-upjuly29 Need Help with developing a plan? Contact me at (804) 241-1152 or email@example.com Want to get started in e-mail marketing? Our next hour is about that or contact me and I’ll advise you.