The complete marketing action plan

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The complete marketing action plan

  1. 1. The Complete Marketing Action Plan
  2. 2. Overview – Session 1 <ul><li>The Current Marketplace – opportunities and threats </li></ul><ul><li>The Importance of Branding </li></ul><ul><li>Web marketing – the very latest </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Networking & Strategic Alliances </li></ul><ul><li>Interruption Marketing </li></ul><ul><li>Financial Considerations </li></ul><ul><li>How to get all of this done? </li></ul><ul><li>Recommended reading </li></ul>
  3. 3. 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>
  4. 4. 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>
  5. 5. Demographics
  6. 6. The Players
  7. 7. The Feeders
  8. 8. The Notable Nine
  9. 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
  10. 10. Branding
  11. 12. Bringing your brand to life
  12. 13. Web attraction
  13. 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?........
  14. 15. 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>
  15. 16. Social Media
  16. 17. Web attraction
  17. 18. Relationship Marketing
  18. 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>
  19. 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>
  20. 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>
  21. 22. Membership of the practice <ul><li>What does that mean? </li></ul>
  22. 23. Networking and Strategic Alliances
  23. 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>
  24. 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>
  25. 26. Interruption Marketing
  26. 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>
  27. 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>
  28. 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>
  29. 30. DBC - Outcomes
  30. 31. DBC - Services
  31. 32. DBC - Communication
  32. 33. DBC - Mastermind
  33. 34. DBC – Mastermind – testimonials
  34. 35. Follow me….
  35. 36. Thanks for listening

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