Marketing Presentation 8/09


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Marketing Presentation 8/09

  1. 1. MARKETING FOR RESULTS What you need to know
  2. 2. Insanity: “doing the same thing over and over again and expecting different results.” Albert Einstein Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  3. 3. Why do we need to market? “A good reputation is no longer enough to attract new business. business.” The New York Times Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  4. 4. In today's economy today s Opportunity! Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  5. 5. So, So what is marketing? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  6. 6. Marketing vs Selling vs. Marketing M k ti Selling S lli Who are we? Creating new Who/what is our clients f li t from th the market? leads generated How do we in the marketing communicate? effort. Measure Measure success by thee y success by number of leads new revenue. generated. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  7. 7. How to get results Marketing requires commitment Everyone in your firm markets markets… some just don’t know it! Put it iin writing!! D P i i i !! Develop an l annual marketing plan with specific goals. The plan should be approved and acted upon by management Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  8. 8. “ What I mean is that marketing knits the whole organization together… While technology is still important, h l i ill i the consumer has to lead innovation… everything spins off the consumer ” consumer. Harvard Business Review Interview of Phil Knight Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  9. 9. 1,000,000 1 000 000 2,700 , Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  10. 10. Marketing for Results “It's not about telling and selling. It’s about starting lli I’ b i conversations and solving problems” Jim Stengel Chief Marketing Officer Procter & Gamble Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  11. 11. DIFFERENTIATE OR DIE! Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  12. 12. Who are we? What do we do well? Wh d d ll? Competitive advantages p g What need do we fill in the market place? Competition How do we want to be perceived? Image, brand and message Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  13. 13. Who are we? Research Survey your employees Get feedback from your clients Interviews or focus groups Ask referral sources Review all your marketing material Get some help to look inward Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  14. 14. “We are not in the coffee business serving people, people we are in the people p p business serving coffee” Howard Schultz – CEO Starbucks Coffee Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  15. 15. Identify your targets Who or what is your target market? They will compare your reputation, reputation your technical ability ability, your strategies and your price. Friendly relationships are not enough they want more (relationships are still important!) Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  16. 16. Identify your targets Understanding the generations Baby Boomers 1946 1964 1946-1964 Generation X 1965-1979 Generation Y 1980-2000 Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  17. 17. Identify your targets Who needs what we offer? Develop a client model model. Be specific. Understand your target market. What do they want? How will they find it? What will motivate them to take action? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  18. 18. “Birds of a feather flock together.” Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  19. 19. Identify your targets How do you determine what they want and how they’ll find y y it? Ask and listen (research) Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  20. 20. Identify your targets Research Analyze y y your current clients. Conduct focus groups or surveys. What are new prospects asking for? Market M k t researchh Use Social Media Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  21. 21. How do we communicate? Created using Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  22. 22. How do we communicate? Things to keep in mind when selecting your communication tools Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  23. 23. How do we communicate? YELLING iis no llonger effective! ff ti ! People want the opportunity to COMMUNICATE. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  24. 24. Top 3 reasons people buy 1. Referred - Reviewed – Recognized 2. Specialization 3 3. Proactive oac e Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  25. 25. Interact within the network, both online and offline Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  26. 26. The Law of the Few 10% influence the purchasing behavior g of the other 90% Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  27. 27. 91% % of people are likely to buy based on a recommendation Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  28. 28. Some Statistics Median age of a… Twitter user is 31 Facebook user is 26 LinkedIn user is 40 Source: PEW Research Center Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  29. 29. Some Statistics One third (35%) of American adult internet users have a profile on an online social network site, four times as many as three f ti y years ago.g Source: PEW Research Center Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  30. 30. How do we communicate? BALANCE Market Effectiveness Expectations Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  31. 31. Message development Differentiate or Die! Offer something different g Area specialty Competitive advantages? C titi d t ? What value do you offer? Memorable? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  32. 32. Message development Why Wh iis your service i different and useful useful… not just better? j Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  33. 33. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  34. 34. Your brand “A brand is a name or A symbol used to identify the source of a product or service ” service. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  35. 35. Your brand A strong brand can add significant value when it is well g recognized and has positive associations in the mind of the consumer. Consumers are drawn to buying a strong brand and often happily pay more over a “generic.” Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  36. 36. vs. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  37. 37. vs. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  38. 38. Which one would you do b i d business with? ith? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  39. 39. Act on your plan Acting on the plan separates the dreamers from the doers! Develop goals and measure your success. success Set deadlines. Have a system to monitor activity and results results. Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  40. 40. Questions? Copyright © 2009 Messer and Company, Inc. All Rights Reserved.
  41. 41. Thank You! a ou Wade Messer - 858.674.6604 wmesser@messerandcompany com Dean Isaacs - 858.674.6604 Copyright © 2009 Messer and Company, Inc. All Rights Reserved.