Purposeful Marketing 2011
E-Women’s Network
November 3, 2010
Purposeful Marketing
Susan Collins
Collins Consulting Group
Strategic Planning & Marketing Communications
215-313-5759
sco...
Purposeful Marketing
Are we where we want to be?
Are we making enough money?
Is our business running efficiently?
Are we s...
Purposeful Marketing
4-Steps to Success!
Define Your Goals
Customer/Product/Geography/Financial/People
Prepare Your Strate...
Purposeful Marketing
What is “Purposeful”
Marketing?
Intent
Determined
Resolute
Resolved
Decisive
Single-minded
Firm
Hell-...
Purposeful Goals
What are they and how do I get some!
Purposeful Marketing
“A goal without a plan is just a wish”
~ Larry Elder, Author
“A plan without a goal is expensive!”
~ ...
Purposeful Marketing
Define your market
Who are you? Who do you want to be?
What image do you want to project?
Where do yo...
Purposeful Marketing
Define your financial goals
What are your financial goals?
Revenues
Volume
Average price/sale
How muc...
Purposeful Marketing
Define your financial goals
Defining your financial goals will help you
define other goals as well:
S...
Purposeful Marketing
Define goals for your people
Performance goals
Customer service goals
Career goals – training/educati...
Purposeful Marketing
Define goals for you
And if you don’t have any ‘people’, you have
yourself… what are your goals for Y...
Purposeful Marketing
The Good News is…
You already know the
answers to these questions!
Purposefully
Prepare Your Strategy
Purposeful Marketing
Purposeful Marketing
Purposeful Strategy
Research
Know your market
Know your competitors
The Right Message
What is your Br...
Purposeful Marketing
Who is your customer?
Are you clear about exactly who your customers/clients
are?
Age, Income, Male/F...
Purposeful Marketing
What is your product/service?
Understand what you are selling
Features vs. Benefits
Know your experti...
Purposeful Marketing
Who are your competitors?
All the things you know about yourself you
must also know about your compet...
Purposeful Marketing
Choose the right strategic tools
Print Advertising
Newspapers/Magazines
E-Marketing
Website
SEO
Socia...
Purposeful Marketing
Purposeful Strategy
Does everything tie together?
Advertising/communications
Internal and external pr...
Purposefully
Implement Your Plan
Purposeful Marketing
Implement your plan
Use Experts
Assemble the right team to execute your plan
Communicate your plan to...
You have Purposefully
Transformed Your Business!
Purposeful Marketing
Are You Purposeful?
Intent
Determined
Resolute
Resolved
Decisive
Single-minded
Bound
Firm
Hell-bent
F...
Purposeful Marketing
Purposeful Marketing
Define Your Goals
Customer/Product/Geography/Financial/People
Prepare Your Strat...
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Purposeful marketing 2011

  1. 1. Purposeful Marketing 2011 E-Women’s Network November 3, 2010
  2. 2. Purposeful Marketing Susan Collins Collins Consulting Group Strategic Planning & Marketing Communications 215-313-5759 scollins@scollinsconsult.com Visit our website at: www.scollinsconsult.com
  3. 3. Purposeful Marketing Are we where we want to be? Are we making enough money? Is our business running efficiently? Are we seeing enough customers? Are we spending too much money and not getting the right results?
  4. 4. Purposeful Marketing 4-Steps to Success! Define Your Goals Customer/Product/Geography/Financial/People Prepare Your Strategy Research/Message/Tactics Implement Your Plan Hire Experts/Be Consistent Transform Your Business Celebrate
  5. 5. Purposeful Marketing What is “Purposeful” Marketing? Intent Determined Resolute Resolved Decisive Single-minded Firm Hell-bent Faltering Undetermined Irresolute Unresolved Indecisive Vacillating Hesitant Weak-kneed Webster’s: Meaningful….. Intentional
  6. 6. Purposeful Goals What are they and how do I get some!
  7. 7. Purposeful Marketing “A goal without a plan is just a wish” ~ Larry Elder, Author “A plan without a goal is expensive!” ~ Susan Collins, Marketer
  8. 8. Purposeful Marketing Define your market Who are you? Who do you want to be? What image do you want to project? Where do you fit in? How do you want your customers to perceive you?
  9. 9. Purposeful Marketing Define your financial goals What are your financial goals? Revenues Volume Average price/sale How much can you spend on marketing?
  10. 10. Purposeful Marketing Define your financial goals Defining your financial goals will help you define other goals as well: Sales Revenues: $11,520,000 Avg. sale of home: $ 320,000 Required # sales: 36 Assuming a conversion rate of 8%... # prospects you need to talk to 450* *(36 divided by .08)
  11. 11. Purposeful Marketing Define goals for your people Performance goals Customer service goals Career goals – training/education Life balance
  12. 12. Purposeful Marketing Define goals for you And if you don’t have any ‘people’, you have yourself… what are your goals for YOU! More time with family? Make enough money to cover some bills? Build a business you can eventually sell or take pubic? Pursuing something you are really passionate about?
  13. 13. Purposeful Marketing The Good News is… You already know the answers to these questions!
  14. 14. Purposefully Prepare Your Strategy
  15. 15. Purposeful Marketing
  16. 16. Purposeful Marketing Purposeful Strategy Research Know your market Know your competitors The Right Message What is your Brand? What message will hit home with your target customer? The Right Marketing Tools/Tactics With so many choices, how do you decide where to put your message and your money
  17. 17. Purposeful Marketing Who is your customer? Are you clear about exactly who your customers/clients are? Age, Income, Male/Female, Single, Parents? Business? B2B, B2C? Local? Regional? Global? What’s important to your customer? Values? Must Have? Nice to Have? How will they choose between you and your competition? Price? Quality? Convenience? Features? How do they shop for your product/service Phone a friend?
  18. 18. Purposeful Marketing What is your product/service? Understand what you are selling Features vs. Benefits Know your expertise Be careful not to sell more than you can deliver Protect your reputation I consult on strategic marketing planning and communications.
  19. 19. Purposeful Marketing Who are your competitors? All the things you know about yourself you must also know about your competitors Target customer, product, place in the market, pricing strategy How do competitors market themselves? How do competitors view YOU?
  20. 20. Purposeful Marketing Choose the right strategic tools Print Advertising Newspapers/Magazines E-Marketing Website SEO Social Networking Blog Advertising Direct Mail Public Relations Events/Trade Shows Networking Sales Promotions Branding Brochures, flyers, etc. Customer Relations Loyalty Programs Prospect Communications E-mail marketing Marketing ideas are endless but not free
  21. 21. Purposeful Marketing Purposeful Strategy Does everything tie together? Advertising/communications Internal and external processes Employees The right investment How much money do you have to spend and where do you spend it? Effective measurements Commitment to the Plan
  22. 22. Purposefully Implement Your Plan
  23. 23. Purposeful Marketing Implement your plan Use Experts Assemble the right team to execute your plan Communicate your plan to your people Involve as many people in your organization as possible Set up follow-up systems and use them Be consistent - do the same thing over and over Evaluate the effectiveness of the plan
  24. 24. You have Purposefully Transformed Your Business!
  25. 25. Purposeful Marketing Are You Purposeful? Intent Determined Resolute Resolved Decisive Single-minded Bound Firm Hell-bent Faltering Undetermined Irresolute Unresolved Indecisive Vacillating Wavering Hesitant Weak-kneed
  26. 26. Purposeful Marketing Purposeful Marketing Define Your Goals Customer/Product/Geography/Financial/People Prepare Your Strategy Research/Message/Tactics Implement Your Plan Hire Experts/Be Consistent Transform Your Business Celebrate Thank You!

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