Marketing “Outside of the Box Your Presenter: Beth Bush
Agenda/Objectives <ul><li>Back to the Basics </li></ul><ul><li>Challenges </li></ul><ul><li>Your Competition </li></ul><ul...
Back to the Basics <ul><li>Practice effective account management </li></ul><ul><ul><li>Know who your customers are </li></...
What challenges are you having in your business?
Know Your Competition <ul><li>Who is the competition in your community? </li></ul>
Know Your Competition <ul><li>The real competition is with a family’s disposable income. </li></ul>
Sacred Cows <ul><li>What is a sacred cow? </li></ul>
Sacred Cow – Definition <ul><li>An outdated belief, assumption, practice, policy, system, or strategy – generally invisibl...
Sacred Cows <ul><li>Change happens every day. </li></ul><ul><li>Compare now versus just three years ago </li></ul><ul><ul>...
Sacred Cows <ul><li>What does this have to do with marketing? </li></ul><ul><ul><li>If we always do what we have always do...
Sacred Cows – 5 Steps <ul><li>Round up the sacred cows –  challenge your staff’s well worn beliefs, assumptions, and pract...
Sacred Cows <ul><li>The Paper Cow </li></ul><ul><ul><li>Red Time/Green Time </li></ul></ul><ul><li>The Meeting Cow </li></...
Sacred Cows <ul><li>The Cash Cow </li></ul><ul><ul><li>Break it before it’s broke -  don’t rest on your laurels </li></ul>...
Sacred Cows <ul><li>Hallmark – no longer  just  in the greeting card business </li></ul><ul><li>Grocery Stores – transitio...
Sacred Cows - Myths <ul><li>Successful programs must be chapter sponsored. </li></ul><ul><li>All relationships must come f...
Sacred Cows - Scenarios <ul><li>Long time corporate client has an employee that needs a replacement card </li></ul><ul><li...
Good to Great <ul><li>If the department is doing a good job, and if the department is satisfied with doing a good job, it ...
Brand Image <ul><li>Marketing books and resources say – make yourself a brand, build your brand, etc. </li></ul><ul><li>We...
Define Yourself <ul><li>Redefine what you do. </li></ul><ul><ul><li>If you sell lampshades, think of yourself as being in ...
Change-Ready Thinking <ul><li>Don’t follow customers -  lead them. </li></ul><ul><li>Don’t satisfy customers -  surprise t...
Enable Your Team <ul><li>Vision does not have to be “corporate,” it can appeal to everyone’s hopes and aspirations. </li><...
Change <ul><li>What can you do in your business, utilizing the resources that you currently have, to accomplish the things...
Get Out of the Box <ul><li>Good companies respond quickly to change. Great companies  create  change. </li></ul><ul><li>Tw...
 
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Marketing Out Of The Box

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Simple sales presentation addressing sacred cows and perspective.

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Marketing Out Of The Box

  1. 1. Marketing “Outside of the Box Your Presenter: Beth Bush
  2. 2. Agenda/Objectives <ul><li>Back to the Basics </li></ul><ul><li>Challenges </li></ul><ul><li>Your Competition </li></ul><ul><li>Sacred Cows </li></ul><ul><li>Good to Great </li></ul><ul><li>Marketing Strategies </li></ul>
  3. 3. Back to the Basics <ul><li>Practice effective account management </li></ul><ul><ul><li>Know who your customers are </li></ul></ul><ul><ul><li>Prioritize and customers </li></ul></ul><ul><li>Maintain existing business. </li></ul><ul><li>Win back lapsed customers. </li></ul><ul><li>Prospect for new clients that need our products and services. </li></ul>
  4. 4. What challenges are you having in your business?
  5. 5. Know Your Competition <ul><li>Who is the competition in your community? </li></ul>
  6. 6. Know Your Competition <ul><li>The real competition is with a family’s disposable income. </li></ul>
  7. 7. Sacred Cows <ul><li>What is a sacred cow? </li></ul>
  8. 8. Sacred Cow – Definition <ul><li>An outdated belief, assumption, practice, policy, system, or strategy – generally invisible – that inhibits change and prevents responsiveness to new opportunities. </li></ul><ul><li>People are the gatekeepers of change. They </li></ul><ul><li>have the power to breathe life into a new program – </li></ul><ul><li>or kill it. </li></ul>
  9. 9. Sacred Cows <ul><li>Change happens every day. </li></ul><ul><li>Compare now versus just three years ago </li></ul><ul><ul><li>How many corporate restructures? </li></ul></ul><ul><ul><li>How many different staff in your chapter? </li></ul></ul><ul><ul><li>How many new programs and/or products? </li></ul></ul><ul><ul><li>Coming up with ideas is the easy part. Getting things done </li></ul></ul><ul><ul><li>is the tough part. The place where reform </li></ul></ul><ul><ul><li>dies is in the trenches. </li></ul></ul><ul><ul><li>Mike Hammer </li></ul></ul>
  10. 10. Sacred Cows <ul><li>What does this have to do with marketing? </li></ul><ul><ul><li>If we always do what we have always done, we may miss opportunities </li></ul></ul><ul><ul><li>If we assume that a market segment is not going to do business with us, we will not get their business. </li></ul></ul>
  11. 11. Sacred Cows – 5 Steps <ul><li>Round up the sacred cows – challenge your staff’s well worn beliefs, assumptions, and practices, identifying those that have lost their usefulness. </li></ul><ul><li>Develop a change-ready environment – create an environment where your staff is receptive to innovation and new ideas. </li></ul><ul><li>Turn resistance into readiness – coach yourself and your staff to overcome resistance to change. </li></ul><ul><li>Motivate people to change - get people excited about change and motivated to act. </li></ul><ul><li>Develop personal change ready traits – cultivate the personal characteristics needed to thrive in a changing environment. </li></ul>
  12. 12. Sacred Cows <ul><li>The Paper Cow </li></ul><ul><ul><li>Red Time/Green Time </li></ul></ul><ul><li>The Meeting Cow </li></ul><ul><ul><li>Halve your meeting time and double your productivity time </li></ul></ul><ul><li>The Speed Trap </li></ul><ul><li>The Expert Cow </li></ul><ul><ul><li>Haloid, IBM, and Xerox: the copier saga </li></ul></ul><ul><ul><li>The beginner’s mind </li></ul></ul>
  13. 13. Sacred Cows <ul><li>The Cash Cow </li></ul><ul><ul><li>Break it before it’s broke - don’t rest on your laurels </li></ul></ul><ul><ul><li>Niches turn into ruts </li></ul></ul><ul><ul><li>Sears and their catalog; PepsiCo and Doritos </li></ul></ul><ul><li>The Competitive Cow </li></ul><ul><ul><li>Don’t play by the conventional rules, change them. </li></ul></ul><ul><ul><li>If all of your competitors are doing it the same way, do it the opposite way – break the rules. </li></ul></ul><ul><ul><li>If you play on a level playing field, you will always get outplayed. </li></ul></ul><ul><ul><li>Tilt the playing field in your direction. </li></ul></ul>
  14. 14. Sacred Cows <ul><li>Hallmark – no longer just in the greeting card business </li></ul><ul><li>Grocery Stores – transition to megamarkets </li></ul><ul><li>Zoos are offering corporate retreats, cocktail parties, banquets </li></ul>
  15. 15. Sacred Cows - Myths <ul><li>Successful programs must be chapter sponsored. </li></ul><ul><li>All relationships must come from training. </li></ul><ul><li>We must charge AP’s a program support fee. </li></ul><ul><li>We should not lose money to get a client. </li></ul><ul><li>Once the class is over, we have made our money. </li></ul><ul><li>We cannot do business with a competitor. </li></ul><ul><li>AP’s are just instructors. </li></ul><ul><li>Workplace seminars are only for chapters. </li></ul>
  16. 16. Sacred Cows - Scenarios <ul><li>Long time corporate client has an employee that needs a replacement card </li></ul><ul><li>Sales call to the fire chief </li></ul>
  17. 17. Good to Great <ul><li>If the department is doing a good job, and if the department is satisfied with doing a good job, it will never be great. </li></ul>
  18. 18. Brand Image <ul><li>Marketing books and resources say – make yourself a brand, build your brand, etc. </li></ul><ul><li>We simply need to utilize our brand and tell our story. </li></ul>
  19. 19. Define Yourself <ul><li>Redefine what you do. </li></ul><ul><ul><li>If you sell lampshades, think of yourself as being in the lighting business. </li></ul></ul><ul><ul><li>If you make pencils, you are in communications. </li></ul></ul><ul><ul><li>Do not describe yourself based on the product/service you sell. Define yourself by the customers’ perception of what they are buying. </li></ul></ul>
  20. 20. Change-Ready Thinking <ul><li>Don’t follow customers - lead them. </li></ul><ul><li>Don’t satisfy customers - surprise them. </li></ul><ul><li>Don’t be market driven – be a market driver. </li></ul>
  21. 21. Enable Your Team <ul><li>Vision does not have to be “corporate,” it can appeal to everyone’s hopes and aspirations. </li></ul><ul><li>Even employees in the mail room have dreams. Dreams inspire and engage. </li></ul><ul><li>Goals are not the same as dreams. </li></ul><ul><ul><li>Rational, specific, and short-term </li></ul></ul><ul><li>Dreams are goals with wings. </li></ul>
  22. 22. Change <ul><li>What can you do in your business, utilizing the resources that you currently have, to accomplish the things you want to accomplish? </li></ul>
  23. 23. Get Out of the Box <ul><li>Good companies respond quickly to change. Great companies create change. </li></ul><ul><li>Twenty people in a room do not make a team. </li></ul><ul><li>Nothing is sacred, look for the cows everywhere. </li></ul><ul><li>Cut your meetings and leave the donuts at the store. </li></ul><ul><li>Fire ‘em up and get ‘em moving. </li></ul>

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