CWAY Miami 2010 - Measuring Your Marketing

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http://championsway.com/thecway - Sean "The Shark" Jimenez covers the "Measuring Your Marketing" at The CWAY Miami 2010 - Martial Arts Business Training, Technology Classes and a Great Place to Network.

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CWAY Miami 2010 - Measuring Your Marketing

  1. 1. The Marketing Game<br />Understanding it, so your can work it!<br />Hosted by Sean “The Shark” Jimenez<br />
  2. 2. WHAT? & WHY?<br />Hosted by Sean “The Shark” Jimenez<br />
  3. 3. Marketing = Fighting<br />Hosted by Sean “The Shark” Jimenez<br />
  4. 4. Campaign<br />Hosted by Sean “The Shark” Jimenez<br />
  5. 5. Campaigns…<br />Simple definition:<br />A specific marketing initiative which can be measured.<br />Marketing campaigns have specific:<br />Targets<br />Costs<br />Start/End dates<br />Objectives<br />Hosted by Sean “The Shark” Jimenez<br />
  6. 6. Campaign Types <br /><ul><li>Print
  7. 7. Direct mail
  8. 8. Email
  9. 9. Web
  10. 10. Radio
  11. 11. Telemarketing
  12. 12. Banner ads
  13. 13. TV
  14. 14. Seminar
  15. 15. Community Service
  16. 16. Public Relations
  17. 17. Partners
  18. 18. Referrals
  19. 19. Newsletters
  20. 20. VIP Cards
  21. 21. Flyers
  22. 22. Posters
  23. 23. Auto Ads
  24. 24. Google Ad words
  25. 25. Directory Listings
  26. 26. SOCIAL MEDIA
  27. 27. Billboards</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  28. 28. Campaigns…<br />Why we track them:<br />How can you stop the bleeding if you don’t know where you are cut?<br />What will analyzing my campaigns tell me?<br /><ul><li>How they worked or didn’t work
  29. 29. Where we should/shouldn’t spend our money
  30. 30. Where are all our students coming from</li></ul>By analyzing perfect mind reports, we can figure out exactly where we are going wrong and fix it…<br />Hosted by Sean “The Shark” Jimenez<br />
  31. 31. Reports<br />Hosted by Sean “The Shark” Jimenez<br />
  32. 32. Reporting…<br /> an account or statement describing in detail an event, situation, or the like, usually as the result of observation, inquiry<br />Hosted by Sean “The Shark” Jimenez<br />
  33. 33. Reporting…<br />Help With Staff Management<br />What do we want to see?<br /><ul><li>How many leads did we generate?
  34. 34. How Many Opportunities did we generate?
  35. 35. How many students were generated?
  36. 36. Start and End times
  37. 37. Cost
  38. 38. Target
  39. 39. Campaign Type</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  40. 40. Opportunity<br />Hosted by Sean “The Shark” Jimenez<br />
  41. 41. What is an Opportunity?<br />Any time your school has the chance to earn revenue<br />What are types of Opportunities?<br /><ul><li>New Student
  42. 42. Renewal
  43. 43. Upgrade
  44. 44. Sparring package sale
  45. 45. Summer Camp
  46. 46. School seminar
  47. 47. Equipment
  48. 48. T-Shirt
  49. 49. etc</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  50. 50. Reports you NEED to create and view every month…<br />Current Campaigns<br />Expiring Campaigns<br />Leads vs Source<br />Students Generated<br />Income Statement<br />Marketing Expense Statement<br />More in depth reporting<br />Target Audience<br />Type<br />Opportunities Created<br />Hosted by Sean “The Shark” Jimenez<br />
  51. 51. Budget<br />Hosted by Sean “The Shark” Jimenez<br />
  52. 52. How much should I spend on marketing?<br />As a general 5%-14%<br />If spending another $1000 will make me another $1000, should I spend it?<br />Hosted by Sean “The Shark” Jimenez<br />
  53. 53. Questions that you should be able to answer:<br />How many campaigns am I running currently?<br />What is my most effective marketing campaign?<br />How many leads did it generate? Opportunities? Students?<br />How much is each campaign costing me?<br />What is my marketing budget? (as a percentage of gross) <br />Hosted by Sean “The Shark” Jimenez<br />
  54. 54. Important Terminology…<br /><ul><li>Budget
  55. 55. Campaign
  56. 56. Lead
  57. 57. Opportunity
  58. 58. Report</li></ul>Hosted by Sean “The Shark” Jimenez<br />
  59. 59. Ongoing Campaign vs. Fixed Campaign.<br />Ongoing Campaign is any campaign which doesn’t have a clear start or finish date.<br />Examples:<br /><ul><li>Permanent signs or fixtures
  60. 60. Some referrals
  61. 61. Directory Listings</li></ul>Fixed Campaign<br />Any marketing campaign that has a clear start and end date with a defined budget.<br />Do Today!!!<br />Define current campaigns.<br />Enter all campaigns into PM.<br />Establish a Marketing Budget.<br />Find out your top five campaigns.<br />Create Views and Reports in PM.<br />Hosted by Sean “The Shark” Jimenez<br />

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