Local Marketing Relationship Building April 2010
Today’s Agenda <ul><li>What is local marketing? </li></ul><ul><li>Business relationship building </li></ul><ul><li>Local m...
What is Local Marketing? <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events <...
Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Ev...
Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Ev...
Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Ev...
Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Ev...
Local Events <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul...
Local Events <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul...
Relationships with Prospects <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Even...
Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></u...
Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></u...
Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></u...
Open Discussion <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></ul><ul><...
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Relationship Building

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Relationship Building

  1. 1. Local Marketing Relationship Building April 2010
  2. 2. Today’s Agenda <ul><li>What is local marketing? </li></ul><ul><li>Business relationship building </li></ul><ul><li>Local marketing events </li></ul><ul><li>Building relationships with prospects </li></ul><ul><li>Local marketing administration </li></ul><ul><li>Open discussion </li></ul>
  3. 3. What is Local Marketing? <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Local Marketing – everything a company does at a local level to acquire customers and maintain a relationship with them. </li></ul><ul><li>Combination of: </li></ul><ul><li>Marketing – activities associated with buying and selling a product </li></ul><ul><li>Public Relations – promoting goodwill between an organization and the public </li></ul><ul><li>Marketing puts our logo out in front of prospective clients. Public relations creates trust in that logo. Clients will not respond to our marketing campaigns if they do not trust that Miracle-Ear can help them. </li></ul>
  4. 4. Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Networking? </li></ul><ul><li>Networking is the process of using already existing contacts to meet new people as potential social or business links. Such links, in turn, help expand future connections. </li></ul><ul><li>Successful networking is the key to success in every industry. </li></ul><ul><li>Developing a “tool box” of skills that aid in maintaining an extensive network will lead to success. </li></ul>
  5. 5. Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Research </li></ul><ul><li>Cut through the clutter by making a personalized connection </li></ul><ul><li>Be familiar with our own unique selling points </li></ul><ul><li>Identify the right prospect before calling </li></ul><ul><li>What if you don’t know the person in charge? </li></ul><ul><li>Maintain an active inventory of each connection you make. This could be your next lead. </li></ul>Your toolbox should include: Having a Goal – Don’t have a pointed target, but, rather, a broad goal in mind to provide direction to your endeavors.
  6. 6. Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Making the call – develop a system and stick to it </li></ul><ul><li>Tips: </li></ul><ul><li>Have the right attitude – how can I create value? </li></ul><ul><li>Timing – Make the call as early in the business day as possible </li></ul><ul><li>Gatekeeper – Be nice to the gatekeeper </li></ul><ul><li>Art of Introduction – have a script, but don’t read from it </li></ul><ul><li>Setting up a time – be specific </li></ul><ul><li>Finishing gracefully – Summarize and confirm </li></ul><ul><li>Let the relationship develop – some relationships take more time than others </li></ul><ul><li>Practice – the more experience you have the more effective you will be </li></ul>
  7. 7. Business Relationship Building <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>First Impressions – present yourself as a friendly professional </li></ul><ul><li>Remembering names – repeat the name aloud </li></ul><ul><li>The Follow Up – use verbal and nonverbal gestures to stay engaged </li></ul><ul><li>Listening – it’s fun to talk, so let them do it. Then they’ll remember how fun it is to talk to you! </li></ul><ul><li>Looking for similarities – people gravitate towards those they have something in common with </li></ul><ul><li>Remembering the details – take notes once you end the conversation </li></ul><ul><li>Keep your contacts active – follow up with your contacts so they don’t forget your value </li></ul>Building a Network in Person Keep your eyes and ears open for an opportunity to start a conversation.
  8. 8. Local Events <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Independent Events </li></ul><ul><li>Set up through business to business relationship building. We are the only vendor present. </li></ul><ul><li>Promoted events are always more successful than events that are not promoted. </li></ul><ul><li>Screening, Cleaning, & Education </li></ul><ul><li>Pharmacies </li></ul><ul><li>Senior Centers & Assisted Living </li></ul><ul><li>Physician Referral Programs </li></ul><ul><li>At Your Location </li></ul>
  9. 9. Local Events <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Sponsored Events </li></ul><ul><li>Event organized by local organizations who invite vendors to participate. We are not the only vendor present. </li></ul><ul><li>Events include: </li></ul><ul><li>Health Fairs & Expos </li></ul><ul><li>Mall Events </li></ul>
  10. 10. Relationships with Prospects <ul><li>Local Marketing </li></ul><ul><li>Business Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Understand our customer, hearing loss, and the psychology of the hearing impaired </li></ul><ul><li>Screening is important, but you want to focus on relationship quality </li></ul><ul><li>Engage each person with questions and conversation </li></ul><ul><li>Talk to them about their health and quality of life </li></ul><ul><li>Explain the screening process – two part test </li></ul><ul><li>Print your Sycle schedule </li></ul>Continue with the relationship building skills that you used when working with businesses, but there are a few independent considerations:
  11. 11. Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Advertising budget is considered by the Marketing Department. If the local event will cut into newspaper advertising, then the operations manager will be consulted for approval </li></ul><ul><li>Event is entered into the Local Marketing Event database for tracking purposes </li></ul><ul><li>Event registration, promotion, and resources are allocated accordingly </li></ul><ul><li>Please email your feedback – we grow as a result of our combined experience! </li></ul>Event Approval – Fill out the Local Marketing Approval Form and fax it to the corporate office. The following series of events then occurs:
  12. 12. Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Number of events scheduled </li></ul><ul><li>Advertising cost per appointment show </li></ul><ul><li>Number of new prospects entered into Sycle’s intake </li></ul><ul><li>Trends of quality with prospects entered into Sycle’s intake based on reaction to future marketing efforts </li></ul>Success of the local marketing program is judged based on:
  13. 13. Program Administration <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul>
  14. 14. Open Discussion <ul><li>Local Marketing </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Local Events </li></ul><ul><li>Relationships w/ Prospects </li></ul><ul><li>Program Admin </li></ul><ul><li>Open Discussion </li></ul><ul><li>Do you have any questions? </li></ul><ul><li>Please share your personal experiences! </li></ul>
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