The Complete Marketing Action Plan
The 2011 Players
 
 
 
 
Demographics
The Notable Nine
The Opportunity Matrix Whitening Facial Aesthetics Invisalign/6 month smiles Incognito veneers Cerec Implants Dentures 25-...
Philosophy - What is marketing? <ul><li>the  barriers to entry  by which you eliminate the people that you do NOT want to ...
Dan Sullivan – The Strategic Coach <ul><li>“ all the money that you need for the rest of your career is in the pockets of ...
 
Bringing your brand to life
Your website <ul><li>Profile  – am I in the right place? </li></ul><ul><li>People  – do they look like a nice team? </li><...
Social Media
Web attraction
Your Web Team <ul><li>External </li></ul><ul><li>Architect – the geek </li></ul><ul><li>Designer – the creative </li></ul>...
Relationship Marketing
<ul><li>The Welcome Pack </li></ul><ul><li>Covering letter – what will happen/timings </li></ul><ul><li>Mission statement ...
The smile/facial check <ul><li>Simple questions </li></ul><ul><li>Opinions </li></ul><ul><li>Menu </li></ul><ul><li>At the...
The Referral System <ul><li>Terms and conditions </li></ul><ul><li>End of treatment letter </li></ul><ul><li>Newsletter pe...
Membership of the practice <ul><li>What does that mean? </li></ul>
Networking and Strategic Alliances
Networking <ul><li>Chamber of Commerce </li></ul><ul><li>Business Link </li></ul><ul><li>BNI </li></ul><ul><li>Women in Bu...
Strategic Alliances <ul><li>Complementary professions and businesses </li></ul><ul><li>Added value alliance </li></ul><ul>...
Interruption Marketing
Interruption marketing <ul><li>Directories </li></ul><ul><li>Direct mail </li></ul><ul><li>Print Media </li></ul><ul><li>R...
Financial Considerations <ul><li>Capex of £20,000 </li></ul><ul><li>Budget of 5% per annum of gross revenues </li></ul><ul...
Recommended reading and resources <ul><li>Seth Godin –  “Tribes” </li></ul><ul><li>Ivan Misner –  “The world’s best known ...
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Lloyds tsb - The Complete Marketing Action Plan

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Lloyds tsb - The Complete Marketing Action Plan

  1. 1. The Complete Marketing Action Plan
  2. 2. The 2011 Players
  3. 7. Demographics
  4. 8. The Notable Nine
  5. 9. The Opportunity Matrix Whitening Facial Aesthetics Invisalign/6 month smiles Incognito veneers Cerec Implants Dentures 25-35 35-50 50-70 65+ Gay Pound
  6. 10. Philosophy - What is marketing? <ul><li>the  barriers to entry  by which you eliminate the people that you do NOT want to deal with and </li></ul><ul><li>the  offer by which you make yourself irresistibly attractive to the people that you DO want to deal with. </li></ul>
  7. 11. Dan Sullivan – The Strategic Coach <ul><li>“ all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to. ” </li></ul>
  8. 13. Bringing your brand to life
  9. 14. Your website <ul><li>Profile – am I in the right place? </li></ul><ul><li>People – do they look like a nice team? </li></ul><ul><li>Premises – does it suit my demographic? </li></ul><ul><li>Promises – are they customer service focused? </li></ul><ul><li>Prices – is it reassuringly expensive/affordable? </li></ul><ul><li>Proof – do other people speak highly of them? </li></ul><ul><li>Products expressed as Experiences – do they do the things I want? </li></ul>And for you?........
  10. 15. Social Media
  11. 16. Web attraction
  12. 17. Your Web Team <ul><li>External </li></ul><ul><li>Architect – the geek </li></ul><ul><li>Designer – the creative </li></ul><ul><li>Optimiser – the technician </li></ul><ul><li>Internal </li></ul><ul><li>Content Development Manager </li></ul><ul><li>Social Media Manager </li></ul>
  13. 18. Relationship Marketing
  14. 19. <ul><li>The Welcome Pack </li></ul><ul><li>Covering letter – what will happen/timings </li></ul><ul><li>Mission statement </li></ul><ul><li>Meet the team </li></ul><ul><li>Directions/parking </li></ul><ul><li>Terms and conditions </li></ul><ul><li>Promises </li></ul><ul><li>Price list </li></ul><ul><li>Smile check </li></ul><ul><li>MHQ </li></ul>
  15. 20. The smile/facial check <ul><li>Simple questions </li></ul><ul><li>Opinions </li></ul><ul><li>Menu </li></ul><ul><li>At the first meeting </li></ul><ul><li>At review meetings </li></ul>
  16. 21. The Referral System <ul><li>Terms and conditions </li></ul><ul><li>End of treatment letter </li></ul><ul><li>Newsletter permission </li></ul><ul><li>Referral card </li></ul><ul><li>Web site </li></ul>
  17. 22. Membership of the practice <ul><li>What does that mean? </li></ul>
  18. 23. Networking and Strategic Alliances
  19. 24. Networking <ul><li>Chamber of Commerce </li></ul><ul><li>Business Link </li></ul><ul><li>BNI </li></ul><ul><li>Women in Business </li></ul><ul><li>Other breakfast clubs </li></ul><ul><li>Other SIGs </li></ul><ul><li>Get out there and speak! </li></ul>
  20. 25. Strategic Alliances <ul><li>Complementary professions and businesses </li></ul><ul><li>Added value alliance </li></ul><ul><li>Marketing alliance </li></ul><ul><li>Take a look at my blog for a suggested letter </li></ul>
  21. 26. Interruption Marketing
  22. 27. Interruption marketing <ul><li>Directories </li></ul><ul><li>Direct mail </li></ul><ul><li>Print Media </li></ul><ul><li>Radio </li></ul><ul><li>Signage </li></ul>
  23. 28. Financial Considerations <ul><li>Capex of £20,000 </li></ul><ul><li>Budget of 5% per annum of gross revenues </li></ul><ul><li>Marketing manager </li></ul>
  24. 29. Recommended reading and resources <ul><li>Seth Godin – “Tribes” </li></ul><ul><li>Ivan Misner – “The world’s best known marketing secret” </li></ul><ul><li>Harry Beckwith – “Selling the Invisible” </li></ul><ul><li>Malcolm Gladwell – “The Tipping Point” </li></ul><ul><li>Michael Gerber – “The E-Myth Revisited” </li></ul><ul><li>Action Plan Marketing – Robert Middleton </li></ul><ul><li>Best Year Yet – Jinny Ditzler </li></ul><ul><li>www.MilestonePlanner.com </li></ul>
  25. 30. Follow me….
  26. 31. Thanks for listening

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