Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Strategy - Logical Steps

122 views

Published on

How to find your target audience, win and keep customers, outperform the competition, create a strong brand, generate recommendations and increase sales: Proven tips for professionals. Discover more: https://www.umbachpartner.com/en

Published in: Business

Marketing Strategy - Logical Steps

  1. 1. © Günter Umbach www.umbachpartner.com 1 The Logical Steps Succeeding with Know-how: Making Marketing Work For You Marketing-Strategy-Ubud-Gunter-Umbach Marketing Strategy
  2. 2. © Günter Umbach www.umbachpartner.com 2 Opportunities
  3. 3. © Günter Umbach www.umbachpartner.com 3 Your Input
  4. 4. © Günter Umbach www.umbachpartner.com 4 Story
  5. 5. © Günter Umbach www.umbachpartner.com 5 Positive attitude High commitment Results orientation Success Factors
  6. 6. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 Prescription for Success It's not important how much you know, but how much you actually implement Knowing Going …
  7. 7. © Günter Umbach www.umbachpartner.com 7 Transparent process with a series of logical steps Facilitating a consistent approach Blueprint
  8. 8. © Günter Umbach www.umbachpartner.com 8 Adapt and fine-tune
  9. 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Success in the Market Win and keep customers
  10. 10. © Günter Umbach www.umbachpartner.com 10 Business Outcome ● Market share ● Revenue ("Sales") ● Cash flow ("Profit)"
  11. 11. © Günter Umbach www.umbachpartner.com 11 Money follows, it does not lead
  12. 12. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12 Identify market and target group Analysis Stakeholder Mapping
  13. 13. © Günter Umbach www.umbachpartner.com 13 Targeting Common mistake: Focusing on the wrong target group and chasing poor prospects
  14. 14. © Günter Umbach www.umbachpartner.com 14 Target Group “Our offer can save $ 800 000 in your employee benefits package (which is part of your employee total compensation package)” Human resource people: Ø Chief Financial Officer: “Let’s talk” Based on as true story told by Jill Konrath
  15. 15. © Günter Umbach www.umbachpartner.com 15 Burning Problems or "Paint Points" Think Unmet Needs Discover the customer's real reasons
  16. 16. © Günter Umbach www.umbachpartner.com 16 There must be a good fit between what your customer wants (or needs) and the stuff you offer
  17. 17. © Günter Umbach www.umbachpartner.com 17 No perceived problem You cannot offer a solution
  18. 18. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18 Concise Short and to the point Easily understandable Endorsed by reliable sources Repeated in a uniform way Clear Credible Consistent Something your Customers Care about ... ? A powerful key message
  19. 19. © Günter Umbach www.umbachpartner.com 19 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action • A Powerful Message
  20. 20. © Günter Umbach www.umbachpartner.com 20 ether gold Attention More volatile than More precious than
  21. 21. © Günter Umbach www.umbachpartner.com 21 Make the viewer curious and interested First Step
  22. 22. © Günter Umbach www.umbachpartner.com 22 Visibility is the name of the game
  23. 23. © Günter Umbach www.umbachpartner.com 23 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  24. 24. © Günter Umbach www.umbachpartner.com 24 Message Nice attributes Solution Impact 1 4 Problem
  25. 25. © Günter Umbach www.umbachpartner.com 25 What's-In-It-For-Me? The Value You Provide
  26. 26. © Günter Umbach www.umbachpartner.com 26 A Powerful Message Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  27. 27. © Günter Umbach www.umbachpartner.com 27 Unique Selling Proposition (USP) Competitive Advantage Deliver unique value - Expertise - Speed - …
  28. 28. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com "Becoming a Category of One" Joe Calloway
  29. 29. © Günter Umbach www.umbachpartner.com 29 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  30. 30. © Günter Umbach www.umbachpartner.com 30 • Pilot study results • Expert quotes • Market numbers • Human interest stories • … Validation
  31. 31. © Günter Umbach www.umbachpartner.com 31 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action•
  32. 32. © Günter Umbach www.umbachpartner.com 32 Ask for Action CTA = Call to Action What do you want people to do?
  33. 33. © Günter Umbach www.umbachpartner.com 33 Engage
  34. 34. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com You want to make your brand an object of interest
  35. 35. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35 Make Products Come Alive To the rational aspect of the brain you must add the emotional dimension Feelings: Trust, Confidence …
  36. 36. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
  37. 37. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37 Brand vocabulary Core messages Modes of Expression Verbal = Language
  38. 38. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38 • • • • Dictionary The most important words Forge your own identity with the right vocabulary
  39. 39. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39 Zarathustra Speak the truth, but speak it pleasantly
  40. 40. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40 Words with Positive interpretations Optimistic connotations
  41. 41. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41 Staying healthy at 50 plus Fighting disease in old age - + Campaign advocating prevention measures for senior citizens
  42. 42. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42 Summary Conclusions Lessons learned Results Use Attractive Headlines Analysis-    
  43. 43. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43 Even Core Messages Uneven 3__ Number of Bullet Points
  44. 44. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44 Modes of Expression Numerical
  45. 45. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 911Sports car French Perfume N°5 380European Airplane US Airplane 747
  46. 46. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46 Easy legibility Proven layout Compelling images Modes of Expression Visual
  47. 47. Font Size Charts Typography > 30 pt
  48. 48. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Text ............. ............. ............. ............. ............. ............. ............. Layout Text ............. ............. ............. ............. ............. ............. .............
  49. 49. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49 The Testing Cycle Test Adjust Draft
  50. 50. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50 Work on content before you worry about the delivery Content Marketing A channel is only as good as its content
  51. 51. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51 Choose the communication paths that your target audience prefers Start a dialogue with your clients Multi Channel Management
  52. 52. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52 Events Networking Influencers / Word of Mouth Website: Great content, SEO Newsletter / Blog Audio / Podcast Online Videos Social Media: Facebook, Twitter, … … Channels
  53. 53. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53 - HTML-Text on Website - PDF Version - YouTube Video - Audio / Podcast Personal Example ("Blog") Content "Teaser" and Link to website 1500 subscribers of free newsletter
  54. 54. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54 Good Clients receive the following privileges …
  55. 55. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55 Get out and do it The Big Secrets Get advice
  56. 56. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56 Wake Up Morning Make every day count Alert Act
  57. 57. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57 Even you will not know until you spread your wings Rise to New Heights No one can predict to what heights you can soar
  58. 58. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58 Free Tips and Ideas www.umbachpartner.com
  59. 59. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59 Clickthrough Rate The Clickthrough Rate is the percentage of people searching who actually click. If 100 people search, and one person clicks through: 1% Clickthrough Rate www.perrymarshall.com/google/day2.htm Gogle Ads Popular Ethernet Terms 3 Page Guide - Free PDF Download Complex Words - Simple Definitions www.bb-elec.com Popular Ethernet Terms Complex Words - Simple Definitions 3 Page Guide - Free PDF Download www.bb-elec.com 0.1% 3.6%
  60. 60. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60 established well-known modern classic old - +
  61. 61. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61 disappointing informative instructive insightful - +

×