Masterful & Mindful Marketing

Presented by:
Alyssa Dver
Ms. Marketing

           •    Author of:
                • No Time Marketing: small
                  business-sized step...
Agenda

1. Review what marketing is and what it
   should be doing for your business
2. Recap step-by-step “no time” metho...
Marketing Definition

 Marketing identifies, attracts, fosters
   and retains qualified sales leads.



              Mark...
The No Time Cure

               Step 1: do a marketing
                       inventory
               Step 2: fill in th...
Step 1: 30 Magic Questions –
Your Marketing Inventory




                               @ 2009 Alyssa S. Dver
Step 2: Obtaining the missing answers




                               @ 2009 Alyssa S. Dver
Step 3 : Develop powerful positioning
and messaging
  A positioning statement basically says what you provide, why
       ...
Messaging Exercises

1. List the words that you want people to use when describing
your company: (e.g. innovative, inexpen...
Step 4: Validate pricing

• PriCCCCing
  •   Cost (margin)
  •   Competition (market position)
  •   Customers (elasticity...
Step 5: Acquire new leads
push marketing
• Advertising
• Direct mail *
• Internet Mail/newsletters *
• Media/PR
• Face-to-...
Step 6: Foster leads
pull marketing
•   Brochures
•   Data,spec or information sheets
•   Whitepapers and briefs
•   Websi...
Tracking leads – relationship building &
resource allocation
•   Sources
•   Next steps
•   Elapsed time
•   Escalation pr...
Step 7: Create a defendable marketing plan
Present, don’t write!




                                  @ 2009 Alyssa S. Dv...
Step 8: Refine plan over time

• Monitor what is working
• Maintain marketing intelligence
  •   Google alerts
  •   Media...
Final thoughts
                    AlyssaDver@NoTimeMarketing.com
                              508.881.5664

            ...
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6/18/09 DWC+ Teleclass - Masterful And Mindful Marketing Dwc

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This session will discuss implementing marketing strategy and tactics and will include how to:

* develop messaging and positioning
* validate pricing
* select the right lead generation and nurturing tactics; and
* put together a defendable, adaptable and effective marketing plan.

Alyssa Dver is the author of the new book, “No Time Marketing: small business-sized steps in 30 minutes or less”. As Chief Executive of Mint Green Marketing, she consults with all sized companies on how to optimize their marketing to generate profitable leads and sales.

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6/18/09 DWC+ Teleclass - Masterful And Mindful Marketing Dwc

  1. 1. Masterful & Mindful Marketing Presented by: Alyssa Dver
  2. 2. Ms. Marketing • Author of: • No Time Marketing: small business-sized steps in 30 minutes or less • Software Product Management Essentials • Chief Executive, Mint Green Marketing, www.mintgreenmktg.com • Contributor to: Forbes, BusinessWeek, Entrepreneur, Promo, Readers Digest, Software Magazine, etc. • 2007 BusinessWeek Female Entrepreneur to Watch @ 2009 Alyssa S. Dver
  3. 3. Agenda 1. Review what marketing is and what it should be doing for your business 2. Recap step-by-step “no time” method to build a solid, defendable marketing plan 3. Positioning & Messaging 4. Validate pricing 5. Lead generation: PUSH 6. Lead fostering: PULL @ 2009 Alyssa S. Dver
  4. 4. Marketing Definition Marketing identifies, attracts, fosters and retains qualified sales leads. Marketing Objective: …profitably find prospects and then help them make efficient buying decisions. @ 2009 Alyssa S. Dver
  5. 5. The No Time Cure Step 1: do a marketing inventory Step 2: fill in the missing blanks Step 3: develop powerful positioning and messaging Step 4: validate pricing Step 5: acquire new leads Step 6: foster leads Step 7: create a defendable marketing plan Step 8: refine plan over time @ 2009 Alyssa S. Dver
  6. 6. Step 1: 30 Magic Questions – Your Marketing Inventory @ 2009 Alyssa S. Dver
  7. 7. Step 2: Obtaining the missing answers @ 2009 Alyssa S. Dver
  8. 8. Step 3 : Develop powerful positioning and messaging A positioning statement basically says what you provide, why is it the best, who it benefits and how: For [describe target customers/businesses] [Your Company] provides [Describe product/service in layman terms] that [The benefit of using your product/service instead of alternative means to address the problem]. Unlike other solutions, our product [compared to the competition, describe why your offering is uniquely valuable]. @ 2009 Alyssa S. Dver
  9. 9. Messaging Exercises 1. List the words that you want people to use when describing your company: (e.g. innovative, inexpensive, quality, smart, organized, etc.) 2. If you could pick any celebrity (alive or dead, real or fictional, Hollywood, literary, political – essentially, someone well known to the public) to be your company spokesperson, who would it be and why? Describe the qualities that make them ideal to hypothetically represent your product or service. 3. What other companies (in any industry) do you feel have the same or similar attitude or look and feel as yours or that you would like to be more like? Why? @ 2009 Alyssa S. Dver
  10. 10. Step 4: Validate pricing • PriCCCCing • Cost (margin) • Competition (market position) • Customers (elasticity) • Change (maintenance) @ 2009 Alyssa S. Dver
  11. 11. Step 5: Acquire new leads push marketing • Advertising • Direct mail * • Internet Mail/newsletters * • Media/PR • Face-to-face seminars * • Tradeshows, conferences, associations • Webinars & teleseminars * • Telemarketing * • Search Engine Optimization (SEO) • Frequent Buyer and Customer Loyalty Programs • Referral Programs • Etc….. * Require lead lists @ 2009 Alyssa S. Dver
  12. 12. Step 6: Foster leads pull marketing • Brochures • Data,spec or information sheets • Whitepapers and briefs • Website(s) • Blogs, online discussion groups • Videos • Customer Case studies • Cost and ROI tools • Demos • Presentations • Email and phone call follow-ups • Etc… @ 2009 Alyssa S. Dver
  13. 13. Tracking leads – relationship building & resource allocation • Sources • Next steps • Elapsed time • Escalation process • Closed vs. dead leads • Etc… @ 2009 Alyssa S. Dver
  14. 14. Step 7: Create a defendable marketing plan Present, don’t write! @ 2009 Alyssa S. Dver
  15. 15. Step 8: Refine plan over time • Monitor what is working • Maintain marketing intelligence • Google alerts • Media read time: Analysts distribution; newsletters • Advisory board • Selective conference and association attendance • Set quota of customer/prospect interactions • Do an annual marketing plan review @ 2009 Alyssa S. Dver
  16. 16. Final thoughts AlyssaDver@NoTimeMarketing.com 508.881.5664 DWC teleclass special: Book, eBook, templates 10% discount (use coupon code DWC on www.NoTimeMarketing.com) Can we help you ? No Time Marketing Consulting or Training Need an easy and affordable small business lead generation idea? We can co‐brand No Time Marketing as a giveaway!   @ 2009 Alyssa S. Dver

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