Marketing services overview


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Marketing services overview

  1. 1. Delaware Valley IndustrialResource CenterMarketing Services Overview DVIRC 2905 Southampton Road Philadelphia, PA 19154 The Navy Yard Building 100 Innovation Center 4801 S Broad St, Suite 100 Philadelphia, PA 19112
  2. 2. The Delaware Valley Industrial Resource Center(DVIRC) is a private, not-for-profit regionaleconomic development organization.We are one of seven Industrial ResourceCenters in Pennsylvania, and one of 59Manufacturing Extension Partnership(NIST / MEP) affiliates. Slide 2
  3. 3. How We Work:DVIRC’s Strategic Approach to Our Market Has BeenConstructed To help Grow Our Client’s Business Value.As such, our work is designed to help Businesses Experience:Growth in Sales, Growth in Profitability and Success inExecution. Slide 3
  4. 4. Slide 4
  5. 5. Regardless of Industry Type, We Define the Components of Business Value as…  Management, Management, Management  Quality & Sustainability of Revenues & Earnings  Market Position and Environment  Capital Requirements Relative to Cash Flow  Quality of Systems and Controls Slide 5
  6. 6. In a NIST Study of owners of small and midsized companies identified:  6 of 10 need a process for Cost Savings  8 of 10 need a process for Growing Sales Slide 6
  7. 7. Our process goes to work on:  Identifying specific growth opportunities to match competencies  Collecting purchasing intelligence related to specific decision makers  Building a call-screened database, complete with emails  Creating reusable marketing collateral to support active sales efforts  Real-time Project Management and Follow-Up  Securing Qualified Leads! Slide 7
  8. 8. Our Process for Business Growth Profile Target Opportunities Build Databases Create Messaging Communicate to Target Markets Get Sales Appointments Slide 8
  9. 9. Our Marketing Services Team Director Market & Economic Marketing Research Services Market Project Market Positioning Coordination Research Support Support Inside Sales Inside Sales Inside Sales Inside Sales Support Support Support SupportSlide 9
  10. 10. We Use a Holistic Approach to Grow Sales… Working as an outsourced solution, we deliver: The foundation for a sales and marketing plan Primary & Secondary Market Research A clear and distinct value proposition Relevant market opportunities that match core competencies A call-screened, custom data base featuring well over 100 category specific decision makers Marketing To selected decision makers (letters, post cards, emails*) Internal Sales Support (Yes, we make over 100 cold calls!) Slide 10
  11. 11. Business Growth Solutions Graphic Design Newsletters Pay-Per–Click Ads Market Positioning Email Search Engine Management Opportunity Scouting Optimization Database Creation Campaign Situational Analysis Viral Networking Design & Prospect Validation Management Goals & Objectives Campaign Design & Social Media Voice of Customer Market Strategy & Tactics Outreach Market Launch Market Validation Marketing & Sales Web TacticalStrategy Research Sales Planning Support Market Support Marketing Opportunity Implementation Plan Inside Sales Database User Needs Screening / Execution Market Feedback Architecture Creation Evaluation & Control 100 Profiled Targets Design Prospect 200 Decision Makers Validation Market Diversification Development Inside Sales Maintenance Support Sales Training Project Management Slide 11
  12. 12. Companies Can Fight Back…. Scouting Growth Markets Targeting New Customers Creating New Products/Services Committing to Sales & Marketing Identifying USPs Delivering a Value Proposition Being Up For a Fight!Slide 12
  13. 13. We Believe in Holistic Approach to Grow Sales… sustained This includes: The foundation for a sales and marketing plan Primary & secondary market research A clear and distinct value proposition Scouting relevant market opportunities that match competencies A call-screened, custom database development recording category- specific decision makers Continuous marketing to decision makers (letters, post cards, emails*) Internal sales support ( we average 20 hours per month) Slide 13
  14. 14. Why It Works… Products Profile Target Opportunities Markets Decision Sellers Build Databases MakersUnique Selling Market Create Messaging Points Needs / PainsStructured Communicate to Target Markets Qualified Outreach Leads Get Sales Appointments Slide 14
  15. 15. When We Get Started, We Define What We have to Work With … Slide 15
  16. 16. We Help Clients…  Capitalize on Perceived Strengths  Look at Overcoming Perceived Weaknesses  Identify New Market Opportunities  Avoid Threats Slide 16
  17. 17. “If you’re not meaningfully UNIQUE,you better be CHEAP!” Slide 17
  18. 18. How Are you Unique? You can not have an effective business strategy if you are not able to successfully answer this question. Slide 18
  19. 19. Did your answer start with any of the following?We Have Good PeopleWe Have Good QualityWe Are Always Near or On-time With DeliveryWe are Not the Cheapest-But Not the Most Expensive That’s What He Said Slide 19
  20. 20. Just The Facts please…..Just the facts.1. Your value proposition must be a statement of what you actually are – not just something you aspire to become.2. Your value proposition must exist in the interface between a company’s ability to deliver a product or service and the perceived needs and desires of a targeted market segment.3. Your value proposition must be rooted in a deep, certain knowledge of [your] targeted customers and a realistic appraisal of [your] own capabilities. Slide 20
  21. 21. Playing Up Your Strengths Will Enable You to Outperform your Resources & Outpace Your Threats.!Slide 21
  22. 22. Will Help You Simplify & Articulate Your Value Proposition. They are extremely useful because: Confusing Your Customers About Your Products or Service is Never a Good Thing! Slide 22
  23. 23. The Rules are Simple:1. Be clear in stating the Overt Benefits of your products or service.2. Give your market a Reason to Believe their money is well spent with you.3. Present a Dramatic Difference between you and your rivals. Slide 23
  24. 24. Your Overt Benefit Should…DEMAND the Real Reason to Believe! or to make things simple: Overt Benefit + Reason to Believe= Dramatic Difference Slide 24
  25. 25. Faster than a speeding bullet.More powerful than a locomotive.Able to leap tall buildings in a single bound.Look! Up in the sky!Its a bird. Its a plane. Its Superman! Slide 25
  26. 26. With the Marketing Physics Complete, People Get Excited…. They want to do more.  Enhance or Redesign Websites  Build Effective, Low-Cost Email Campaigns  Create Segmented Marketing Campaigns  Train Sales Representatives/New Hires  Create Product Catalogs, Letters, and Postcards  Establish or Redefine the Brand Position  Engage In PR Efforts, etc… Slide 26
  27. 27. We Believe Growing a Business Requires a Structured Process: PLAN: Design or revise the business development process components to improve results DO: Implement the business development plan and measure its performance CHECK: Assess the measurements and weigh the results ACT: Decide on and initiate changes needed to improve the growth process Slide 27
  28. 28. Our Planning Delivers Key Market Insights The Alpha Position is a result of giving the market what it wants faster and better than a rival supplier The innovative, niche players and those who are heavily financed take market share over those who live day-to-day Growth in the SME world is fueled by early adapters to emerging opportunities that fit with the organizations competencies Larger manufacturers can become reactive and lose market share to new trends and promising up-and- comers Slide 28
  29. 29. “The ancestor of every action is thought…” Our Actions Go To Work:  Identifying specific growth opportunities  Collecting purchasing intelligence  Building a call-screened database,  Creating reusable marketing collateral  Real-time Project Management  Securing qualified Leads!  Managing Client Follow Up Slide 29
  30. 30. A Plan is only as good as the actions taken to move it forward.Implementation requires people doing things…  A Fixed Schedule  A Good Prospect List  Delivery of the Pitch  Task Owners  Accountability  Clear Success Measures Slide 30
  31. 31. Microsoft Project can help you track andmanage your goals. It is as easy as: Building Your Plan Defining Your Timeline Tracking & Managing Your Efforts Closing Out & Reviewing Effectiveness Slide 31
  32. 32. Check, Recheck, Then Check Again….• As efforts are made to grow business, monitor your progress, and assess your performance.• Obviously you will want to do more of the good, but also try to correct whatever is not working. Slide 32
  33. 33. Our Actions At a Glance…Slide 33
  34. 34. Over the Course of 3 to 4 Months Everyone Received…  Over 100 uniquely profiled target opportunities with over 200 names and titles for category specific decision makers.  A call-screened, database (complete with emails in most cases).  A comprehensive Positioning Report containing: sales and marketing, planning recommendations, and campaign material.  Real-time market intelligence/the specific wants and needs of a new prospect.  A CRM-friendly record of every conversation our sales team has!  An average of 12 Qualified Leads!!! Slide 34
  35. 35. Thank You!!!Slide 35