SPI’S BUSINESS OFPLASTICS CONFERENCEDon’t Be Out-Marketed: Selling in the New RealitySponsored by: Trefoil GroupPresented ...
SPI’S BUSINESS OF                                   PLASTICS CONFERENCE • Agenda       –   Introduction       –   Marketin...
SPI’S BUSINESS OF                               PLASTICS CONFERENCE • About Trefoil Group       – Full service strategic m...
SPI’S BUSINESS OF                               PLASTICS CONFERENCE • Our Three Critical Success Factors             o Par...
Marketing in Manufacturing Today: Key Trends
SPI’S BUSINESS OF                                PLASTICS CONFERENCE • Marketing in Manufacturing Today       – New opport...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effectiveness     (Resea...
SPI’S BUSINESS OF                                          PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effectivenes...
SPI’S BUSINESS OF                                             PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effective...
SPI’S BUSINESS OF                                PLASTICS CONFERENCE • What This Means to Us As Marketers       – The risk...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • The More Specific Opportunity:    – Be strategic in a...
SPI’S BUSINESS OF                                PLASTICS CONFERENCE • Bottom-line Opportunity       – Create metrics to m...
Your Brand: A Company’s Most Important Asset
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • The brand is a company’s most important,   yet most o...
SPI’S BUSINESS OF                                PLASTICS CONFERENCE • Common Branding Pitfalls       – Basing your brand ...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Good Brands:       – Establish relevance, personality...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Strong Brands Produce ROI By:       – Sustaining diff...
SPI’S BUSINESS OF                                   PLASTICS CONFERENCE • Discover Your Brand       – Answer key questions...
SPI’S BUSINESS OF                                PLASTICS CONFERENCE • Discover Your Brand       – Look at your competitor...
SPI’S BUSINESS OF                               PLASTICS CONFERENCE • Bring Your Brand to Life       – Maintain consistenc...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Bring Your Brand to Life:Sponsored by: Trefoil Group ...
Designing & Implementing a Strategic Program
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Key elements of a strategic marketing   communication...
SPI’S BUSINESS OF                                   PLASTICS CONFERENCE The New Fundamentals: • Your Website: The #1 B2B M...
SPI’S BUSINESS OF                              PLASTICS CONFERENCESponsored by: Trefoil Group    Presented by: Mary Scheib...
SPI’S BUSINESS OF                                PLASTICS CONFERENCE The New Fundamentals: • Create a robust online presen...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE The New Fundamentals: • Make marketing communications y...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Embrace Lead Nurturing & Content   Marketing       – ...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Content Marketing       – Nurtures prospects until th...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Content MarketingSponsored by: Trefoil Group    Prese...
SPI’S BUSINESS OF                                 PLASTICS CONFERENCE • Equip Your Employees to Be Ambassadors       – Pro...
SPI’S BUSINESS OF                              PLASTICS CONFERENCE • Questions?Sponsored by: Trefoil Group    Presented by...
Upcoming SlideShare
Loading in...5
×

Don't Be Out-Marketed: Selling in the New Reality

438

Published on

Review marketing in manufacturing today, key trends, the value of a company's brand, and a peek at the execution of a strategic marketing program. Want to learn more about selling in the new reality? Contact Lindsey Dillon at 414-274-3012 ldillon@insidhesh.com. Presentation originally given at the NPE 2012 by Mary Scheibel, Principal, and Christy Domanoski, Account Manager.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
438
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Don't Be Out-Marketed: Selling in the New Reality

  1. 1. SPI’S BUSINESS OFPLASTICS CONFERENCEDon’t Be Out-Marketed: Selling in the New RealitySponsored by: Trefoil GroupPresented by: Mary Scheibel & Christy DomanoskiApril, 2012
  2. 2. SPI’S BUSINESS OF PLASTICS CONFERENCE • Agenda – Introduction – Marketing in Manufacturing Today: Key trends – Review of 2011 Marketing Effectiveness Research – Your Brand: A Company’s Most Important Asset – Execution of a Strategic Marketing Program • Today’s new fundamentals – Website/online – Lead nurturing and content marketing – Employee engagementSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  3. 3. SPI’S BUSINESS OF PLASTICS CONFERENCE • About Trefoil Group – Full service strategic marketing communications firm • Business/strategic counselors • Solid understanding of both traditional and new mediums • Experience in attracting both customers and talent – B2B with 20 years of experience in manufacturing • Niche focus in plastics – Clients have included material suppliers, toolmakers, equipment manufacturers, processors and related associationsSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  4. 4. SPI’S BUSINESS OF PLASTICS CONFERENCE • Our Three Critical Success Factors o Partner with business leaders to align communications with vision, objectives and strategies driving the business o Create meaningful differentiation through brand-based communications, grounded in research o Integrate communications to reach target audiences wherever they are – with information they care aboutSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  5. 5. Marketing in Manufacturing Today: Key Trends
  6. 6. SPI’S BUSINESS OF PLASTICS CONFERENCE • Marketing in Manufacturing Today – New opportunities. New technologies. New tools. – Expanded focus • From lead generation to lead nurturing • Attracting talent as well as customers – Today’s new B2B customer is armed with information and sometimes knows more than you do! – Marketing savvy, yet inferior competitors can beat you more easily than ever beforeSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  7. 7. SPI’S BUSINESS OF PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effectiveness (Research conducted in partnership with Plastics News) – A significant shift: companies 52.90 24.20 are investing more in % % marketing than in sales – Feet on the street no longer Increased Increased enough: marketing efforts investments in • 50% report sales are the sales force reaching less than 50% of their targetsSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  8. 8. SPI’S BUSINESS OF PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effectiveness – 72% claim unique niche expertise (in what they do or how they do it), but don’t communicate this well Above Average Excellent 22.90% 20.30% 10.10% 5.60% 44.10% 35.90% 23.50% 28.80% Sales Internal Website/online Marketing conversations communications presence materialsSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  9. 9. SPI’S BUSINESS OF PLASTICS CONFERENCE • Key Findings: 2011 Marketing Effectiveness – 75% say recruitment is critical to success, but don’t know how to reach younger audiences Felt the following are important/very important to 71.60% future success 59.80% 40.50% 48.10% Ranked themselves as very 31.70% 39.60% good or excellent at the following 20.60% 18.70% Recruiting and retaining talent Equipping employees to be brand ambassadors Getting your message out via new mediums Using social marketing effectivelySponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  10. 10. SPI’S BUSINESS OF PLASTICS CONFERENCE • What This Means to Us As Marketers – The risk: Companies are increasing investments, but not necessarily ROI • Creates ongoing dissatisfaction with marketing • If you’re not connecting what you’re doing to the goals of the business, you are part of the problem and not the solution – The opportunity: To connect marketing to the goals and objectives of the business, creating measurable ROI.Sponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  11. 11. SPI’S BUSINESS OF PLASTICS CONFERENCE • The More Specific Opportunity: – Be strategic in aligning marketing with sales strategies – Move the needle from lead generation to lead nurturing – Create meaningful differentiation that speaks to both customers and recruits – Own the leadership position where you can – Integrate programs to include face-to-face, digital, PR and social media – Equip your employees to be brand ambassadors in your marketplace and your communitiesSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  12. 12. SPI’S BUSINESS OF PLASTICS CONFERENCE • Bottom-line Opportunity – Create metrics to measure the true success of your program • Business goals, not open rates or click-throughs – Demand a return on your program • New opportunities to show ROI through targeted sales augmentation • If marketing is an investment, not an expense, than we as marketers need to prove it.Sponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  13. 13. Your Brand: A Company’s Most Important Asset
  14. 14. SPI’S BUSINESS OF PLASTICS CONFERENCE • The brand is a company’s most important, yet most overlooked asset – As important in B2B as it is in B2C – Crucial in both customer and talent acquisition • Your brand is what you want people to think about you Your Company = XSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  15. 15. SPI’S BUSINESS OF PLASTICS CONFERENCE • Common Branding Pitfalls – Basing your brand on the category you’re in • Leading Plastics Injection Molders • Thermoforming Experts – Staking your claim to entry level attributes • Solutions Provider • Meeting or exceeding customer expectations – Relying on internal perceptions of your value – Mimicking what your competitors do and saySponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  16. 16. SPI’S BUSINESS OF PLASTICS CONFERENCE • Good Brands: – Establish relevance, personality and connect emotionally – Specify the companys value proposition – Change the conversation – Reposition the competition as followers – Drive perceptions externally and the culture internally – Differentiate the company for a competitive advantageSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  17. 17. SPI’S BUSINESS OF PLASTICS CONFERENCE • Strong Brands Produce ROI By: – Sustaining differentiation in a crowded marketplace – Supporting premium pricing/guarding against price- based competition – Accelerating entry into new markets – Recruiting and retaining top talent – Increasing enterprise valueSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  18. 18. SPI’S BUSINESS OF PLASTICS CONFERENCE • Discover Your Brand – Answer key questions: • What do you do better than anyone else? • How does this align with what your target audiences care about today and in the future? – Conduct research – Information today is easy & fast • Internal interviews with leadership, sales and others • Company-wide on-line surveys • External research with customers, suppliers, industry experts – Face-to-face, telephone, focus groups, on-lineSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  19. 19. SPI’S BUSINESS OF PLASTICS CONFERENCE • Discover Your Brand – Look at your competitors • Your value is a relative assessment against the value I can get somewhere else – Be different. Not the same. • Understand what your competitors are saying and determine the opportunity to say something better • Remember, if everything else is equal, all that’s left is priceSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  20. 20. SPI’S BUSINESS OF PLASTICS CONFERENCE • Bring Your Brand to Life – Maintain consistency throughout all communications • Core narrative, communication keys to launch and cap conversations • Align messaging with audience needs and concerns – Be creative • Reach the consumer that’s in all of us • Make it compelling. Make it memorable. Make it relevant.Sponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  21. 21. SPI’S BUSINESS OF PLASTICS CONFERENCE • Bring Your Brand to Life:Sponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  22. 22. Designing & Implementing a Strategic Program
  23. 23. SPI’S BUSINESS OF PLASTICS CONFERENCE • Key elements of a strategic marketing communications plan: – Goals, strategies, key action items and metrics – Timeline, budget and responsibility – Integration across all platforms and technologies – Audience-specific messaging in the context of your overall brand promise – Integrate new thinking into your plan without abandoning what’s already workingSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  24. 24. SPI’S BUSINESS OF PLASTICS CONFERENCE The New Fundamentals: • Your Website: The #1 B2B Marketing Tool • Create your website as a marketing portal – Hub for both outbound and inbound marketing – Make it engaging and easy to navigate – Optimize your site for easy search engine discovery – Use on-line newsrooms to build awareness and leadership reputation – Use microsites and landing pages to reach specific target audiences with audience-specific messaging and to increase quality content for search engines to indexSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  25. 25. SPI’S BUSINESS OF PLASTICS CONFERENCESponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  26. 26. SPI’S BUSINESS OF PLASTICS CONFERENCE The New Fundamentals: • Create a robust online presence: – Customers are now their own gatekeepers • Active users of websites, social networks, search engines, product/company reviews, news venues, industry bloggers – Create profiles and become active in the social networks that make sense for you – Ensure you have a clear, consistent and compelling brand across all channelsSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  27. 27. SPI’S BUSINESS OF PLASTICS CONFERENCE The New Fundamentals: • Make marketing communications your supplemental sales force – Deepen relationships, keep prospects warm, free your sales team to focus on more productive prospect engagement. – Use tools to help navigate this new buying cycle • Lead nurturing software • Content development and marketing processSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  28. 28. SPI’S BUSINESS OF PLASTICS CONFERENCE • Embrace Lead Nurturing & Content Marketing – Integrate a CRM system and/or marketing automation software to manage this lead nurturing process – Reach prospects with customized messaging or offers – Learn about and embrace online, social behaviorsSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  29. 29. SPI’S BUSINESS OF PLASTICS CONFERENCE • Content Marketing – Nurtures prospects until they are qualified, educated and ready-to-buy, then pass to sales o Maximizes marketing investment while controlling cost of sale – Content marketing samples: o Company blog - provides current insights and information o E-communications vehicles, e-newsletters o White papers and primary research o Video contentSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  30. 30. SPI’S BUSINESS OF PLASTICS CONFERENCE • Content MarketingSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  31. 31. SPI’S BUSINESS OF PLASTICS CONFERENCE • Equip Your Employees to Be Ambassadors – Provide consistent messaging that they can take to the marketplace • Hold the promise of your brand • Viral channels, social media, word-of-mouth • Produce social media policies – Distribute internal communications • E-newsletter • Internal social network (i.e. Chatter) – Reward and recognize top performersSponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  32. 32. SPI’S BUSINESS OF PLASTICS CONFERENCE • Questions?Sponsored by: Trefoil Group Presented by: Mary Scheibel & Christy Domanoski
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×