An introductory overview of three individual presentations: * Marketing Systemization - Creating Your Marketing Machine * Applied Business Innovation to propel sales in a competitive market * Most Powerful Cutting-Edge Marketing Strategies * Maximizing Your Marketing ROI

1. 2015 Effective
Marketing Overview

2. My Mission
• To put an end to fragmented, disjointed and partial marketing efforts
• Alleviate confusion and stress for business owners
• Set in-place comprehensive, measurable and continually monitored
marketing systems
• Leverage the latest in technology combined with the best in traditional
marketing
• Eliminate meaningless and cliché marketing messages, speaking directly
to the motivations causing prospects to buy

3. Marketing Systemization

4. What is Marketing Systemization?
DEFINITION:
The strategic planning of the
process leading prospective
customers from awareness of your
product and/or service through the
entire buying process to advocacy.

5. Is Marketing Systemization Impersonal?
ANSWER: Yes and no.
• The best automated marketing systems combine
technology and media with personal touch
marketing at appropriate times.

6. Important Factors in Marketing Systemization
• Industry
• Length of buying cycle
• Price range
• Impulse buy vs. planned purchase

7. The Customer Journey
Advocacy
Loyalty
ConsiderationConversion
Awareness

8. Awareness
• Media – Advertising, Networking,
Social Media, direct mail (phone
book, newspaper)
• Prospects - Unaware of need
or problem, or not high on their
priority list
• Message – Speaks to problem or
need
• Goal – Prospects admit they have the problem or
need

9. Consideration
• Media – email, blog, social media (direct mail,
paid advertising)
• Prospects – aware of need/problem. Deciding
if/how to deal with it.
• Message – Education slanted towards your
business.
• Goal – To provide prospects with enough
information to make an educated buying
decision. Within this process, pointing out why
your business is the right choice.

10. Conversion
• Media – Email, social media
(supplemented with paid advertising)
• Prospects – Know they have a
problem/need. Biggest concern is
choosing what product/service to fill it.
• Message – Why choose you over your
competitors
• Goal – Purchase

11. Loyalty
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER
SERVICE! * Assistance in using your
product or service. * Make their life
easy. * Connect. Customer
satisfactin
• Goal – Repeat business

12. Advocacy
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER SERVICE! *
Assistance in using your product or service. *
Make their life easy. * Connect. Customer
satisfactin
• Goal – Referrals, recommendations, buzz, fans

13. Advocacy Continued
• Most unknown step in the buying
funnel
• 92% of people trust
recommendations from people
they trust
• A word of mouth recommendation
is behind 20-50% of all sales
• Customers referred by other
customers have a 37% higher
retention rate
• A 12% increase in advocacy
generates 2X increase in revenue
STEPS
• Recognize advocates when you
see them
• Understanding/meeting
advocates goals
• Ask for specific actions
• Don’t make them work
• Accentuate the benefits
• Reward action
• Create inclusion – members of the
club

14. Steps to Marketing Systemization
1. Map out your path specific to the buying
process for your product or service
2. Create individual steps to lead prospects
through the process
3. Each step should have an appropriate
message
4. Each step should have ONLY ONE OBJECTIVE
– TO LEAD PROSPECTIVE CUSTOMERS TO THE
NEXT STEP.
5. Each step should have a Call To Action
leading to the next step in the process.

15. Questions

16. Maximizing your
Marketing ROI

17. The Power of Words

18. WHAT DOES THIS
HAVE TO DO WITH YOU?

19. Platitudes – The Death of Effective Marketing

20. Official Definition of a Platitude
• plat·i·tude n. “Words or phrases that are
dull, obvious, or predictable that lack power
to create interest because they are
overused and unoriginal, that are
nevertheless still commonly used as though
they were unique or distinctive.”

21. Do You Have Any Of These Phrases In Your
Marketing Or Advertising?
• Highest Quality
• Best Service
• Largest Selection
• Gets the job done right the
first time
• 30 years of experience
• Been in business since 1776
B.C.
• Honest
• Hard Working
• You’ve tried the rest now try
the best
• Number one
• Dealer of choice
• State-of-the-art

22. The Ultimate Leverage
 Say you spend $3,600 a month on the ad
 That ad generates 22 responses a month
 Is that good?
 Let’s say you can rewrite your ad removing the platitudes
 Nothing “weird” or “creative”... Just following time-tested
marketing principles

23. The Ultimate Leverage
• Now instead of generating 22 responses
• The ad gets an average of 43 responses
• You have to pick and choose who you “let” work with you because
of quality/capacity issues
• You close more of the leads you do get
• Your average sales price goes UP
• That’s LEVERAGE

24. Your Goal
• Remove these general statements from your marketing.
• Replace them with SPECIFIC, MEASURABLE points of difference
that speak directly to the SPECIFIC needs and problems of your
target audience

25. “Platitudes and generalities roll off
the human understanding like water
from a duck’s back. They leave no
impression whatsoever.”
Claude Hopkins

26. Applied Business
Innovation

27. Innovation
Innovation is a new idea, device or process.[1] Innovation can be
viewed as the application of better solutions that meet new
requirements, inarticulated needs, or existing market needs.[2] This
is accomplished through more effective products, processes,
services, technologies, or ideas that are readily available to
markets, governments and society.
Source: Wikipedia.org

28. The Single Foundation of Innovation
Hot Buttons
hot but·ton
nounNORTH AMERICANinformal
a topic or issue that is highly charged
emotionally or politically.

29. The Innovation Process
Three Simple Steps – For each hot button . . .
1. Describe the negative situation relating to this hot button that
would cause John smith to become frustrated.
2. What are some specific things that “The Ultimate Business” in
this industry would do to alleviate or solve this
problem/frustration?
3. What specific questions could you ask competitors regarding this
innovation?

30. Innovation Example
• Market – Dentistry
• Hot Button – Waiting Room
Experience

31. Innovation Formulation 1
Hot Button: Waiting Room Experience
• Negative Situation: Prospect has to wait to see the dentist and is
faced with reading outdated issues of Newsweek or watching a
fish swim back and forth
• Magic Wand: What would the ultimate business do?
• Brainstorm answers to this question
• Just let it rip – write everything down on paper
• Do not exclude ideas just because they’re not practical
• If at least 50% of your ideas are NOT impractical, you’ll never innovate
anything significant.

32. Don’t Forget to Ask Other People!

33. Innovating the Dentist
Magic Wand Innovations
• 50 different magazines, all
categories, current issues
• Plasma screen with breathtaking
videos
• Nice fish tanks with interesting fish
• Nice decorating, classy
• Comfortable chairs
• Now try a CRAZY WAND!!!

34. Innovating the Dentist
Crazy Wand Innovations
• Leather recliners
• Snacks and drinks for free
• Personal masseuse, haircuts, manicures
• Video games of all types and systems
• Golfing simulator
• Workout equipment, basketball court
• Safari animals, roller coaster
• Live entertainment

35. Check the Competition
Next, find out how you stack-up against the
competition
• Mystery shop them . . . Call and pose as a
potential customer
• Ask them how they stack-up
• Don’t ask: “How many current magazines do you have?”
or “Do you have a roller coaster in your waiting room?”
• Do ask” “Should I bring my own magazine, or do ya’ll
have anything to do while I’m waiting?”

36. Return on Investment
Once you have your list of innovations . . . You
will have todo an ROI projection:
• How much will the innovation cost to
implement?
• How much additional revenue can we expect?
• Increased revenue per customer
• Additional new customers
• How unique is the idea in the marketplace?
• How easy is it to copy?
• How would this translate into a marketing
message/piece?
• Don’t be afraid to DO SOMETHING!!!!!

37. What About You?
If your customers had a magic wand,
what would they change about your
industry?
What about your company?

38. 3 More Innovation Formulations
Special Delivery
Could you bring your product or service to
your customers? Can you bring something to
customers that they normally have to go to
get?
• Florist: mobile store on wheels
• Dentist: RV with mobile cleanings, X-Rays
• Oil Change: while you work, every 3
months
• Pet Store: cricket/food delivery
• Haircut: mobile haircutting stations

39. 3 More Innovation Formulations
One Stop Shop
Can you provide more than one thing to your customers so
they won’t have to look around? Can you help your
customers get multiple things done at once (or through one
vendor – YOU)
• Dentist: car wash and oil change while you wait
• Video Production: scripting and actors
• Roofer: Gutters, gutter protection, windows, siding,
insurance adjusting, paperwork
• Haircut: massage, chiropractic

40. 3 More Innovation Formulations
Outside Swipe
Find innovative ideas from inside and outside your
industry. Copying is a good thing when it comes to
innovation! (especially copying outside your
industry.)
• Roofer: Does Seminars like a financial planner
• Nursing home: look at daycares
• NBA: swipe from amusement parks, Disney
• Veterinarian: insurance companies
• Consumer Electronics: cell phone companies

41. Most Powerful, Cutting-edge
Marketing Strategies

42. Mobile
• The “bread-and-butter” of marketing in
2015
• The statistics are too big to ignore.
• Websites and emails must have good
mobile and tablet user interface
• Understand the difference between how
people use their devices for businesses IN
YOUR INDUSTRY.
• Deliver content accordingly

43. Cross Platform Marketing
• Meet your prospects where they are
• Varied media
• Increased frequency
• Content, content, content

44. Retargeting
This is my #1
pick for success
in 2015.
What is retargeting?
A form of paid advertising that
utilizes “cookies” to serve visual
ads to visitors to your website,
people who:
• Visit your website
• Search specific keywords
• Take specific actions on your site
• Take actions with an email you
send
• Even visit another company’s
website

45. Retargeting
Why is it so amazing?
• People get distracted
• They don’t always see your whole
message
• Frequent messages increase the
chances of a sale many times
over
• Affordable – target only those in
your service area. Pay only when
someone clicks on your ad
• Continue to deliver your top
selling points after someone has
left your site
• Target audiences of others that
you know have similar markets to
yours
• Display ads more effective at
delivering a message than text
only
• And on, and on . . .

46. Need Help Putting It All Together
Book a Marketing
Design Consultation:
sedulousmarketing.com/marketing-
campaign-help/
Or (707)506-6411