7 Steps to Guarantee Marketing Success A practical approach for effective marketing. Presented by Stuart Ayling Chief Sale...
Take Time
1. Identify Your Key Audience Groups
Who Do You Want? <ul><li>Trade versus end-user </li></ul><ul><li>Specifier versus distributor </li></ul><ul><li>Premium ma...
2. Develop Your Marketing Message
Give a Reason – Be Different <ul><li>Why will customers choose you </li></ul><ul><li>Focus on customers needs, not yours <...
3. Understand the Customers Decision Making Process
How Can You Influence Decisions? <ul><li>How do customers make buying decisions? </li></ul><ul><li>Where do they go for in...
4. What Can You Measure?
What is Measured, Gets Managed <ul><li>Focus on output, not input </li></ul><ul><li>New customers </li></ul><ul><li>Sales ...
5. Support Sales Activities
Marketing Creates Leads … Sales Creates Customers <ul><li>Follow up enquiries </li></ul><ul><li>Qualify leads </li></ul><u...
6. Schedule Marketing Activities
Plan to Act <ul><li>Create an action plan </li></ul><ul><li>Create a marketing budget </li></ul><ul><li>Who is accountable...
7. Implement and Monitor
Marketing Metrics <ul><li>Select key metrics & report regularly </li></ul><ul><li>Create a ‘marketing dashboard’ </li></ul>
 
7 Steps to Guarantee Marketing Success A practical approach for effective marketing. Presented by Stuart Ayling Chief Sale...
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Marketing Success in 7 Steps Guaranteed

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Stuart Ayling presents his 7 step process to create a practical marketing program that works for your business.

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Marketing Success in 7 Steps Guaranteed

  1. 1. 7 Steps to Guarantee Marketing Success A practical approach for effective marketing. Presented by Stuart Ayling Chief Sales Strategist Marketing Nous www.marketingnous.com.au
  2. 2. Take Time
  3. 3. 1. Identify Your Key Audience Groups
  4. 4. Who Do You Want? <ul><li>Trade versus end-user </li></ul><ul><li>Specifier versus distributor </li></ul><ul><li>Premium market versus budget range </li></ul><ul><li>Geographic location </li></ul><ul><li>Who, where, why will they buy </li></ul>
  5. 5. 2. Develop Your Marketing Message
  6. 6. Give a Reason – Be Different <ul><li>Why will customers choose you </li></ul><ul><li>Focus on customers needs, not yours </li></ul><ul><li>Be consistent across marketing and selling activities </li></ul>
  7. 7. 3. Understand the Customers Decision Making Process
  8. 8. How Can You Influence Decisions? <ul><li>How do customers make buying decisions? </li></ul><ul><li>Where do they go for information? </li></ul><ul><li>What do they find reliable? </li></ul><ul><li>What do they want from a supplier? </li></ul><ul><li>Which communication channels are suitable? </li></ul>
  9. 9. 4. What Can You Measure?
  10. 10. What is Measured, Gets Managed <ul><li>Focus on output, not input </li></ul><ul><li>New customers </li></ul><ul><li>Sales of products </li></ul><ul><li>Conversion rate </li></ul><ul><li>Revenue </li></ul><ul><li>Enquiries via web site, trade show </li></ul><ul><li>Downloads </li></ul>
  11. 11. 5. Support Sales Activities
  12. 12. Marketing Creates Leads … Sales Creates Customers <ul><li>Follow up enquiries </li></ul><ul><li>Qualify leads </li></ul><ul><li>Create ‘sales ready’ material </li></ul><ul><li>Share responsibility for results </li></ul><ul><li>Review usage of material </li></ul>
  13. 13. 6. Schedule Marketing Activities
  14. 14. Plan to Act <ul><li>Create an action plan </li></ul><ul><li>Create a marketing budget </li></ul><ul><li>Who is accountable? </li></ul><ul><li>Avoid the biggest mistakes </li></ul><ul><ul><li>Getting lost in the details </li></ul></ul><ul><ul><li>Not supporting the company objectives </li></ul></ul><ul><ul><li>Not catering to the needs of the boss </li></ul></ul><ul><ul><li>No measurement, monitoring or accountability </li></ul></ul><ul><ul><li>No input from other parties </li></ul></ul>
  15. 15. 7. Implement and Monitor
  16. 16. Marketing Metrics <ul><li>Select key metrics & report regularly </li></ul><ul><li>Create a ‘marketing dashboard’ </li></ul>
  17. 18. 7 Steps to Guarantee Marketing Success A practical approach for effective marketing. Presented by Stuart Ayling Chief Sales Strategist Marketing Nous www.marketingnous.com.au

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