February 2012 - Marketing Roundtable - Chris Kochmanski


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Smarketing: When the marketing possibilities far exceed your means, being smart with your plan is more crucial than ever.

New media. Many media. Too many media. The menu of marketing options just keeps getting bigger. Yet your time, money, and energy remain scarce. What should be your marketing priorities? How should you allocate your marketing resources? What marketing investments will work most effectively and efficiently to help you find, win, and grow profitable customer relationships? Our expert panelists will advise. They have built smart marketing plans for everything from sole practitioners to industry giants.

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February 2012 - Marketing Roundtable - Chris Kochmanski

  1. 1. Your Moneyball Marketing Plan Ann Arbor SPARK Marketing Roundtable February 14, 2012 Presented by: Chris Kochmanski DesignHub, Inc. www.design-hub.com
  2. 2. Your Moneyball Marketing Plan = Small and Smart
  3. 3. Your Five Guys Marketing Plan = Fast and Good
  4. 4. Pre-conceived Notions <ul><li>“ We need a search-optimized website .” </li></ul><ul><li>“ We need to invest in a Google AdWords program .” </li></ul><ul><li>“ We need to go to trade shows .” </li></ul><ul><li>“ We need to advertise in trade publications.” </li></ul><ul><li>“ We need to get into social media .” </li></ul><ul><li>“ We need a stronger brand identity .” </li></ul><ul><li>“ We need to build a database for direct marketing .” </li></ul><ul><li>“ We need to do an e-newsletter .” </li></ul><ul><li>“ We need videos and podcasts on our website.” </li></ul><ul><li>“ We need a content management system for our site.” </li></ul>
  5. 5. <ul><li>“ What will work most effectively and efficiently to help you find, win, and grow profitable customer relationships?” </li></ul>The Big Question
  6. 6. WebIDS <ul><li>Where they started: advertising and trade show </li></ul><ul><li>Where they got to: targeted prospecting and peer-to-peer networking </li></ul>
  7. 7. Another way to look at it … <ul><li>Pre-conceived Notions = Tactics </li></ul><ul><li>The Big Question = Strategy </li></ul><ul><li>… and your strategy will lead you to the best tactics. </li></ul>
  8. 8. Strategic Underpinnings <ul><li>“ Strategy Pure and Simple” </li></ul><ul><li>“ Marketing Warfare” </li></ul><ul><li>Positioning Formula </li></ul><ul><li>Brand Audit </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Strategic Goal and Business Objectives </li></ul>
  9. 9. “ Strategy Pure and Simple” DRIVING FORCE AREAS OF EXCELLENCE EXAMPLES Product / Service Product / process development; service and support GM, Ford, and Chrysler; IBM, HP, and Accenture Market / User Customer loyalty; market research Disney, Playboy, J&J, American Hospital Supply Capacity / Capability Plant efficiency; substitute marketing Paper mills, print shops, hotels, airlines, medical Technology Research; applications 3M, Canon, Honda, Sony Sales / Marketing Recruitment; training Avon, Mary Kay, Amway Distribution Effectiveness Wholesale, department stores, Amazon, Verizon Natural Resource Exploration Oil and mining companies Growth / Profit Portfolio management GE, Bain Capital, venture
  10. 10. “ Strategy Pure and Simple” <ul><li>DRIVING FORCE </li></ul><ul><li>Product </li></ul><ul><li>AREAS OF EXCELLENCE </li></ul><ul><li>Assure quality via </li></ul><ul><li>Product Development Process </li></ul><ul><li>Service and Support </li></ul>
  11. 11. “ Strategy Pure and Simple” <ul><li>DRIVING FORCE </li></ul><ul><li>Market </li></ul><ul><li>AREAS OF EXCELLENCE </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Market Research </li></ul>
  12. 12. “ Strategy Pure and Simple” <ul><li>DRIVING FORCE </li></ul><ul><li>Capacity </li></ul><ul><li>AREAS OF EXCELLENCE </li></ul><ul><li>Plant Efficiency </li></ul><ul><li>Substitute Marketing </li></ul>
  13. 13. “Strategy Pure and Simple” <ul><li>DRIVING FORCE </li></ul><ul><li>Technology </li></ul><ul><li>AREAS OF EXCELLENCE </li></ul><ul><li>Research </li></ul><ul><li>Applications Marketing </li></ul>
  14. 14. Strategic Business Concept <ul><li>“ Our strategy is to market, manufacture, and distribute saw blade products made from strip metal stock that provide exceptional value. </li></ul><ul><li>“ We will concentrate on high performance, material separation applications where we can leverage our integrated manufacturing capabilities to develop customized, innovative, consumable products with demonstrated advantages that bring premium prices. </li></ul><ul><li>“ We will seek out customer segments and geographic markets where the combination of of superior distribution and technical support services will give us additional competitive advantage.” </li></ul>
  15. 15. Positioning Formula: Daycroft Montessori School Target For parents in Ann Arbor and surrounding communities, Need who seek an exceptional educational experience for their children at the primary and elementary school levels, Solution Daycroft Montessori School Value offers a Montessori-style approach, complemented by traditional and progressive teaching methods, in an open, nurturing environment with culturally diverse students. Alternative This is unlike other area independent schools, which focus more narrowly on their traditional definition of “gifted and academically talented” students. Differentiation At Daycroft, every child receives highly personalized learning . Daycroft students explore and develop their potential, learn independently and at their own pace, take responsibility for their learning, and build self-esteem and confidence. In this way, the Daycroft student gains a lifelong love of learning.
  16. 17. Sample Brand Audit: Daycroft Montessori School BRAND ATTRIBUTES BRAND BENEFITS BRAND PERSONALITY BRAND ASSOCIATIONS BRAND COMPETITION Independent primary and elementary schools Montessori + traditional + progressive Personalized learning Nurturing environment Culturally diverse Focus on the whole child Students explore their potential and discover special interests and strengths. Students learn in their own ways and at their own pace. Students build self-confidence. Students gain a lifelong love of learning. Open Welcoming Warm Friendly Nurturing Caring Diverse And per Daycroft’s students … “ Fun!” “Cool!” “Great!” “Awesome!” Verbal: The name Daycroft suggests a small farm. Visual: The Daycroft logo shows a tree in bloom. “ Farm” and “tree” suggest “grow.” Opportunity: Daycroft’s marketing materials can build on the “grow” theme. The area’s public and parochial pre-6 schools Emerson Go Like the Wind Christian Montessori School of Ann Arbor Other independent pre-6 schools
  17. 18. SWOT Strengths Weaknesses Opportunities Threats
  18. 19. “ Marketing Warfare” <ul><li>DEFENSE </li></ul><ul><li>McDonald’s </li></ul><ul><li>OFFENSE </li></ul><ul><li>Burger King </li></ul><ul><li>FLANKING </li></ul><ul><li>Wendy’s </li></ul><ul><li>GUERRILLA </li></ul><ul><li>White Castle </li></ul>
  19. 20. Goals and Objectives Strategic goal: to be recognized by $100K+ households in the greater Ann Arbor area as their preferred provider of high-value home exteriors (windows, doors, roofing, siding, etc.). Business objective: to identify many more – and better-qualified – prospects for your home exteriors business.
  20. 21. Selecting Your Highest-Priority Marketing Initiatives <ul><li>Marketing Menu </li></ul><ul><li>Pareto’s Principle </li></ul><ul><li>The 40 / 40 / 20 Rule </li></ul><ul><li>Guiding Notions </li></ul><ul><li>Guiding Philosophy </li></ul><ul><li>Case Studies </li></ul>
  21. 22. Your Marketing Plan on a Napkin
  22. 23. Pareto’s Principle Do the 20% that gets you 80% there.
  23. 24. Marketing Priorities: Daycroft Montessori School
  24. 25. Caroline Limpert’s Marketing Plan for FITiST PR
  25. 26. The 40 / 40 / 20 Rule of Direct Mail <ul><li>40% – List </li></ul><ul><li>40% – Offer </li></ul><ul><li>20% – Execution </li></ul>
  26. 27. The 40 / 40 / 20 Rule of Moneyball Marketing <ul><li>40% – Who? What? Where? When? </li></ul><ul><li>40% – Why? </li></ul><ul><li>20% – How? </li></ul>
  27. 28. The 40 / 40 / 20 Rule of Your Marketing Plan <ul><li>40% – Markets </li></ul><ul><li>40% – Message </li></ul><ul><li>20% – Methods / Media / Metrics </li></ul>
  28. 29. Your marketing plan may indeed include what’s HOT right now … <ul><li>A website delivering a great user experience </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Google AdWords and AdSense </li></ul><ul><li>Smart use of social media </li></ul><ul><li>CMS-driven website content </li></ul><ul><li>Videos on YouTube </li></ul><ul><li>A mobile website or a mobile app </li></ul>
  29. 30. But your marketing plan may also include “old school” methods … <ul><li>Brochures and other printed sales collateral </li></ul><ul><li>Publicity </li></ul><ul><li>Advertising </li></ul><ul><li>Trade shows </li></ul><ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Offers and incentives </li></ul><ul><li>Tchotchkes </li></ul>
  30. 31. “ For every trend, there is its opposite.”
  31. 32. Sedentary Work – Physical Fitness Suburbs – Downtown 2001: A Space Odyssey – Star Wars Retail Chains – Buy Local Tea Party – Occupy Wall Street
  32. 33. Interactive – Direct
  33. 38. Choose who you want to do business with.
  34. 39. Highly Targeted, High-Impact DIRECT MARKETING
  35. 40. <ul><li>Phenomenal results! </li></ul><ul><li>Results right out of Plan 9 from Outer Space (“Can you prove it didn’t happen?”) </li></ul><ul><li>Disappointing, but still useful results </li></ul>CASE STUDIES
  36. 41. <ul><li>GUIDING NOTIONS </li></ul><ul><li>Who can tell you how </li></ul><ul><li>Why can surprise </li></ul>
  37. 42. <ul><li>GUIDING PHILOSOPHIES </li></ul><ul><li>“ Ninety percent of success is showing up .” </li></ul><ul><li>“ Markets are conversations .” </li></ul>
  38. 43. <ul><li>Find 50 qualified prospects </li></ul>Ideations’s Objective
  39. 44. <ul><li>Our market: 55,000 to 60,000 gift retailers (Or is it?) </li></ul><ul><li>Our message: “Increase sales by 10% to 40%” (Or is it?) </li></ul>What Ideation Assumed
  40. 45. <ul><li>Prime target: 700 core prospects </li></ul><ul><li>Prime message: “Products + Image + Peers” </li></ul>What We Learned
  41. 46. <ul><li>Select the 700 core prospects to whom Ideation would ... </li></ul><ul><li>Send a “Gift Marketing Success Guide” and a cover letter promising a follow-up ... </li></ul><ul><li>Call , in which the Ideation salesperson would use a “Solution Selling”-style call guide to help … </li></ul><ul><li>Qualify the prospect, and arrange a … </li></ul><ul><li>Visit with the prospect, in which the Ideation salesperson would then proceed with the company’s usual relationship-building process. </li></ul>What Ideation Did
  42. 47. <ul><li>700 follow-up phone calls in 3 days </li></ul><ul><li>64 qualified prospects </li></ul><ul><li>Tom Ungrodt’s verdict: </li></ul><ul><li>“ Phenomenal!” </li></ul>Ideation’s Results
  43. 48. <ul><li>250 targeted prospects </li></ul><ul><li>Deliver a cake – as inspired by BoW’s “Hometown Favorites” ad campaign … and my dentist’s office </li></ul><ul><li>30 cakes delivered </li></ul><ul><li>And the results were … </li></ul>Bank of Washtenaw
  44. 49. <ul><li>30 customer visits </li></ul><ul><li>The bank’s biggest commercial loan </li></ul>Bank of Washtenaw
  45. 50. WebIDS <ul><li>Target: 750 hospital pharmacies </li></ul><ul><li>Mail an executive white paper, with a promise to call </li></ul><ul><li>Only eight contracts signed initially, but … </li></ul>
  46. 51. The 40 / 40 / 20 Rule <ul><li>40% – Who? </li></ul><ul><li>40% – Why? </li></ul><ul><li>20% – How? </li></ul>
  47. 52. When you’re looking for WHY … know the two appeals that work: <ul><li>Appeal to a PAIN (need) </li></ul><ul><li>Appeal to a PASSION (want) </li></ul>
  48. 53. SHOW UP … and drive the CONVERSATION … with a “Solution Selling” Call Guide <ul><li>“ Hi, this is Scott McCreadie from McCreadie Group. We haven’t spoken before, but our company has been working with hospital pharmacies to help them manage their investigational drug services more efficiently and accurately … </li></ul><ul><li>“ One of the chief concerns we’re hearing from directors at hospital pharmacies is their frustration with the great amount of staff time and effort it takes to manage IDS protocols using manual processes . We’ve been able to help our customers streamline IDS operations and get their IDS professionals more focused on research. I’d like to share with you how we do this. Would that be OK?” </li></ul>
  49. 54. Your Marketing Plan on a Napkin
  50. 55. In Summary: Your Top 10 Marketing Ideas <ul><li>Target higher-income households: $100K+. Position your company as a high-value solution , not the lowest-cost or highest-cost choice. </li></ul><ul><li>Offer signature processes that “make it easy” for customers to meet needs. </li></ul><ul><li>Cultivate a young, professional crew as your unstated differentiator. </li></ul><ul><li>For better, more flexible branding, update your logo . </li></ul><ul><li>For awareness, go big with one medium . Billboards may be it. </li></ul><ul><li>For inquiries, go direct . Offer to “make it easy.” Use mail, if you can afford it – or hangers and stuffers, if not. </li></ul><ul><li>For better inquiry fulfillment, branding, differentiation, and search results, redesign and enhance your website . </li></ul><ul><li>For prospecting, show up and get into conversations . Look for events where you can meet prospective customers and influencers. </li></ul><ul><li>Produce a signature sales collateral piece. Think outside the brochure. </li></ul><ul><li>To encourage referrals, “surprise and delight” your current customers. </li></ul>
  51. 56. A Very Rough Stab at Your Priorities and a Budget <ul><li>Strategy: Build out from your core … </li></ul><ul><li>> from current customers to people you meet to targeted prospects to the market at large </li></ul><ul><li>> from personal contact to direct marketing to mass media </li></ul><ul><li>Surprise and Delight : $ 50 to $ 5,000 </li></ul><ul><li>Events Marketing : $ 5,000 to $ 15,000 </li></ul><ul><li>Sales Collateral : $ 2,500 to $ 10,000 </li></ul><ul><li>Direct Marketing : $ 5,000 to $ 50,000 </li></ul><ul><li>Logo Refinement : $ 1,500 to $ 2,500 </li></ul><ul><li>Website Redesign : $ 7,500 to $ 15,000 </li></ul><ul><li>7. Billboards : $ 15,000 to $ 25,000 </li></ul>
  52. 57. Questions? <ul><li>Chris Kochmanski DesignHub,Inc. 600 W. Michigan Ave. Saline, MI 48176 (734) 944-8705 [email_address] www.design-hub.com </li></ul>