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Efficiency First Webinar Presentation - Your Marketing Plan
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Efficiency First Webinar Presentation - Your Marketing Plan

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This was delivered as part of an Efficiency First webinar, "A Strategy for Success: How to Write a Practical Home Performance Marketing Plan". Friday, December 20 from 9:30 a.m. to 11 a.m. PST

This was delivered as part of an Efficiency First webinar, "A Strategy for Success: How to Write a Practical Home Performance Marketing Plan". Friday, December 20 from 9:30 a.m. to 11 a.m. PST

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  • 1. November 2013 Your Marketing Plan Mike Rogers Omstout Consulting Email: mike.rogers@omstout.com twitter: @EnerGMatters © 2013 by Mike Rogers. All Rights Reserved. 1
  • 2. I’m going to touch on a just a few key elements •  How many leads you need •  How you get leads now •  How you plan to get leads in the coming year •  How you get better at the above (I won’t be getting into the overall strategy, branding, messaging or creative content today.) 2
  • 3. If you don’t know where you’re going, you might not get there. --Yogi Berra
  • 4. If you fail to plan, you are planning to fail. --Ben Franklin
  • 5. Whether your company is large or small, You’ve got to feed the beast
  • 6. How many leads do you need? YOUR COMPANY IN YOUR COMPANY IN 2013 2014 $1,500,000 Revenue $1,800,000 Revenue •  $7,500 Avg. Sale Ø  $8,000 Avg. Sale •  200 Sales Ø  220 Sales •  35% Close Rate Ø  40% Close Rate So you needed… So you need… •  572 Leads Ø  563 Leads 6
  • 7. The Budget? YOUR COMPANY IN 2014 Also from your Operating Plan…. $1,800,000 Revenue •  8% marketing budget. (8.5% in 2013) Ø  $8,000 Avg. Sale •  So, marketing spend is $144,000 •  Or $256 per lead ($210 in 2013) ✓ Ø  220 Sales Ø  40% Close Rate So you need… Ø  563 Leads OK, we’re in the realm of reasonability! 7
  • 8. Now, start mapping out that total by month and by activity Download at http://omstout.com/2013-marketing-plan/ 8
  • 9. Does it snow? 9
  • 10. 10
  • 11. How do I know what to put in the plan?
  • 12. What’s your average lead cost (for a new customer)?
  • 13. So is $25 per lead a good cost? •  What if that $25 lead closes at 9% •  What if the ticket is half your normal?
  • 14. Is $1,000 per lead a good cost? •  What if you only pay that on completion? •  And it represents a $20,000 average project?
  • 15. You track every campaign to learn what works and how well 15
  • 16. You track every campaign to learn what works and how well 16
  • 17. You track every campaign to learn what works and how well 17
  • 18. You track every campaign to learn what works and how well 18
  • 19. You track every campaign to learn what works and how well 19
  • 20. 22
  • 21. You must track your calls •  The napkin isn’t enough: capture the customer info! •  Reason for the call? •  Lead Source? •  What do you need to move the conversation forward? 23
  • 22. You must also track sales against these leads •  How many close? •  Does the average project look different for different lead sources? 24
  • 23. Your Plan Will Look Different Than My Plan 5% 3% Yellow Pages 6% 4% Referrals Employee Generated 6% 30% 4% Home Shows Targeted Direct Mail Website 9% Paid Search Other Social Media 10% 10% 8% 5% Public Relations Radius Program Vehicles 25
  • 24. Program Lead GM with an SB Job Sign Door Hangers Telemarketing Referral - Vehicles Direct Mail Yellow Pages Radio Home Show Newsletter Newspaper Paper Airplanes TV Website State Fair Social Media Contest Referral - Employee Hopefully it won’t by just “advertising” or program leads Lead % 26
  • 25. You’ll need to figure out what your marketing mix looks like •  Tracking is critical (you should be able to create the previous graph in two minutes.) •  Constantly trying new things. Playing with messages and mechanisms. •  Keeping what works and looking for the new. •  This never ends. What works today, may not be what works tomorrow. 27
  • 26. Thank you. Like what you see? Follow our blog, omstout.com/blog Mike Rogers OmStout Consulting Email: mike.rogers@omstout.com twitter: @EnerGMatters © 2013 by OmStout Consulting. All Rights Reserved.