Planning for Success: Or How I Learned to Stop Worrying and Love the Marketing Experience


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Presentation on the basic steps needed to develop an integrated marketing plan. The presentation was given to artists and arts organizations, but is broadly applicable to other industry segments.

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  • Great to see so many of you here. What a great presentation from Mark.
  • Now that youBythe end of this 20 minutesYou will understand what social media isYou will understand how to use social media to grow your businessWe’ll start out with some concepts, and then hit some examples at the end.
  • DISCLAIMER: Not enough time to be nuanced. 45 Minutes does not allow for it.
  • While you will hear anecdotal stories of people just winging it – the truth is that businesses succeed because of thoughtful planning and execution.
  • Don’t be afraid.
  • Get ready, get set, then GO
  • Planning for Success: Or How I Learned to Stop Worrying and Love the Marketing Experience

    1. 1. Planning for Success Or How I Learned to Stop Worrying and Love the Marketing Experience<br />Technology Workshop for Artists and Arts Organizations<br />November 14, 2009<br />Keven Elliff<br />Windridge Solutions<br /><br /><br />
    2. 2. In 45 Minutes<br />Take your SEO-optimized website (Thanks, Mark) and build a comprehensive marketing and business experience around it.<br />Our goal: leverage your time – keep you focused on your mission or product.<br />
    3. 3. DISCLAIMER<br />Time is Short…<br />Avoiding Nuance at ALL Costs!<br />
    4. 4. Are You Running a Business?<br />If so, then give yourself a chance to succeed:<br />Develop a basic (or detailed) business plan<br />Make sure it includes a marketing plan<br />
    5. 5.
    6. 6. Invest Now for Long-term Success<br />Getting started with business and marketing plans will help you save money and time.<br />Plans help you to be READY to make issues opportunities instead of problems. <br />Plan could be 5 pages, or 50.<br />
    7. 7.
    8. 8. Key Elements of a Biz Plan<br />Executive Summary (cocktail party pitch – your narrative)<br />“Company” Description (how you started, where you’ve been, where you want to be)<br />Describe your unique service (what is ‘your’ art about – focus – think from the buyer’s perspective)<br />Your vision, and mission (be strategic – be different – look ahead 1-3-5 years)<br />
    9. 9. Differentiation<br />Most overlooked element of business plans.<br />What makes you unique?<br />Don’t guess – ask.<br />Think you are not different? You’re not trying hard enough. <br />
    10. 10. Have a Vision and Mission<br />Why the heck are you doing this?<br />Imagine your art or organization is a MOVEMENT…<br />What does it stand for?<br />What will you do and achieve?<br />Look ahead 1-3-5 years<br />
    11. 11. The Marketing Plan<br />
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    14. 14. The Marketing Plan<br />Know your situation<br />Market Summary (who’s out there, what do they like, what do they buy)<br />SWOT (your business’s strengths, weaknesses, opportunities, threats)<br />Critical issues (trends, personal issues, $$, etc)<br />
    15. 15. The Marketing Plan<br />Know what you’re shooting for<br />Link to Mission<br />Business Goals (sales, representation, etc)<br />Strategic Goals (narrative, profile, buzz, positioning, etc)<br />
    16. 16. The Marketing Plan<br />What makes you special?<br />What is your story…<br />What is your brand…<br />What is your narrative…<br />…begin to think of yourself as a magazine<br />
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    21. 21. The Marketing Plan<br />Objectives<br />Tie in to vision/mission, 1-3-5<br />SMART (specific, measurable, actionable, realistic, time-based)<br />Mix achievable with aspirational<br />Examples: Money, Media, Market awareness<br />
    22. 22. The Marketing Plan<br />Core Strategies<br />Remember the magazine…<br />Tell stories. Tell YOUR stories…<br />
    23. 23.
    24. 24. You Need Lead Generation<br />Eyeballs. Readers. Viewers.<br />You need to convert them to buyers.<br />Know your customers. Who are they? What do they need?<br />
    25. 25. Work Inside Out…and Vice Versa<br />Start close-in: the strongest parts of your network<br />What do you need to convert circles <br />1, 2, 3, 4, 5?<br />Make sure each circle can help the next<br />Core<br />
    26. 26. Make The Web Your Hub<br />Your Brand<br />Your Narrative<br />Your Gallery<br />Your Store<br />Your Home<br />WEBSITE/BLOG<br />
    27. 27. Now Add the Spokes<br />Facebook<br />Twitter<br />Meet leads where THEY are…these are OUTPOSTS.<br />Match stories to the appropriate outpost.<br />WEBSITE<br />Media<br />Gallery<br />YouTube<br />Email<br />
    28. 28. Tell Stories in the Hub and Spokes<br />Remember that you are a magazine<br />Marketing/Editorial Calendar<br />Plan your narrative arc<br />Plan your publishing<br />Plan your social media posting<br />Persist. Persist. Persist.<br />
    29. 29. Be Realistic<br />Understand expenses and finance.Spend where you’ll get the most beneift<br />Understand return on investmentWeb vs. social media vs. brochures vs. a party <br />Make sure you have what you need to get things done.Key advisors, software, web services<br />
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    31. 31. Some Final Thoughts…<br />Don’t look ahead, look backward “we were successful because” <br />Be consistent with your narrative <br />Discipline – be ready to say “not at this time”<br />Leverage whenever possible<br />