Marketing Strategies - Government Contractors

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Marketing Strategies - Government Contractors

  1. 1. SESSION #5: April 24, 20134pm – 6pmMARKETING, Bidding & Field EstimationsMs. JENNIFER SCHAUS+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8jschaus@jenniferschaus.com
  2. 2. AGENDA* Background* Presentation* Conclusions* Q & A
  3. 3. BACKGROUNDJennifer Schaus – Personal / Professional* 15 + years DC resident* Sold products & services* Federal, State / Local Govt sales* Consulting – B2B, B2GMarketing to BusinessMarketing to Government
  4. 4. BACKGROUNDJennifer Schaus - Consulting ServicesB2B & B2G Clients* Market Assessment* Business Plan* ID Bid Opportunities* ID Teaming Partners* Proposal Writing* Sales & Marketing* Social Media Marketing - Press Release, Newsletter, Blogs, Linkedin, etc.* Contract Vehicles – GSA Schedules* Government Certifications – 8a, VOSB, etc.
  5. 5. Marketing – for Government Contractors
  6. 6. Marketing – for Government ContractorsMarketing – What is it?WIKI: Marketing is the process ofcommunicating the valueof a product or serviceto customers.It is a critical business function for attracting customers.
  7. 7. Marketing – for Government ContractorsWhat is my Value-Add?(Why Buy From Me?)* Solve a Problem* Do It Better* Cut Costs* More Efficient / Effective / Easy
  8. 8. Marketing – for Government Contractors√ identify core company capabilities√ determine company capacity√ develop a marketing plan√ identify targets of opportunity√ make sales calls
  9. 9. Marketing – for Government Contractors√ identify core company capabilities* What do you do? be specific* What Industry* Differentiator/s & Value-Add* Size & Designation* Past Performance – govt if you have
  10. 10. Marketing – for Government Contractors√ identify core company capabilitiesCapability Statement1 page documentPrimarily Text, Logo, one imageIndustry Codes w descriptionRegistrations & Designations – DUNS, TIN, etc.Business SizeRelative Past PerformanceContact Info
  11. 11. Marketing – for Government Contractors√ identify core company capabilities√ determine company capacity√ develop a marketing plan√ identify targets of opportunity√ make sales calls
  12. 12. Marketing – for Government Contractors√ determine company capacityHow Much Work Can You Handle?* Teaming, Partnering, JV, Sub-Contracting* Financial Considerations – payroll, govt pymt* Ramp Up Hiring, Staffing or Production
  13. 13. Marketing – for Government Contractors√ identify core company capabilities√ determine company capacity√ develop a marketing plan√ identify targets of opportunity√ make sales calls
  14. 14. Marketing – for Government Contractors√ develop a marketing planWHAT is your solutionWHO buys itHOW much $ purchased – Agency BudgetWHEN is it purchased – sales cycle & fiscal yearHOW is it purchased – contract vehicles – bid requirements
  15. 15. Marketing – for Government Contractors√ develop a marketing plan* Competition - SWOT Analysis* Incumbent intelligence – Contract Specific* ROI – Company Budget & Time Frame
  16. 16. Marketing – for Government Contractors√ identify core company capabilities√ determine company capacity√ develop a marketing plan√ identify targets of opportunity√ make sales calls
  17. 17. Marketing – for Government Contractors√ identify targets of opportunity* Specific Agencies* Specific Partners* Specific Opportunities / Contracts
  18. 18. Marketing – for Government Contractors√ identify core company capabilities√ determine company capacity√ develop a marketing plan,√ identify targets of opportunity√ make sales calls
  19. 19. Marketing – for Government Contractors√ make sales calls
  20. 20. Marketing – for Government Contractors√ make sales callsContact: Buyers, End-Users, ContractingOfficers, Prgm Managers, PartnersEmail: Be Brief – Add Value – Get MeetingMeeting: Have a Goal – Demo – Incumbent - Next Steps?Events: Networking, Chambers, Conferences, etc.
  21. 21. Marketing – for Government ContractorsTips from Jennifer …Start With Basics – DUNS, Vendor Registration, RFP noticeIndustry Codes / Certifications / DesignationsBiz Cards, Email Signature, Brochures, Cap StatementDiversification – B2B, B2G (Fed v State)Competitors Can Be Partners – Choose Wisely
  22. 22. Marketing – for Government ContractorsConclusions………….Marketing = Necessary ComponentMarketing Plan = Ever Changing GuideBe SpecificMake it easy for buyers to find YOU!Make it easy for buyers to purchase from YOU! – ADD Value
  23. 23. Marketing – for Government ContractorsWhat Questions Do YOU Have?
  24. 24. Marketing – for Government ContractorsJennifer Schaus & AssociatesJSchaus@JenniferSchaus.comhttp://JenniferSchaus.com+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8

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