Magnus Anderson Webinar -- April 17, 2009

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Magnus Anderson Webinar -- April 17, 2009

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  • Magnus Anderson Webinar -- April 17, 2009

    1. 1. Bob Pifke – Vice President Marketing Kavita McCarthy – Director of Marketing April 2009 Marketing Update
    2. 2. Marketing Goal <ul><li>Create a system that will generate qualified sales leads </li></ul><ul><li>and more leads, </li></ul><ul><li>and more leads … </li></ul><ul><li>and get more effective and efficient over time. </li></ul>
    3. 3. The System Marketing communications to prospects Leads Conversion to sales Feedback system Modify marketing based on results
    4. 4. System Requirements <ul><li>Defined marketing communications </li></ul><ul><li>Tracking of leads to you </li></ul><ul><li>Feedback data on lead status & conversions from you </li></ul><ul><li> Partnership! </li></ul>
    5. 5. Marketing Program Status <ul><li>Tests are currently being conducted with some stores </li></ul><ul><li>In the meantime, we are making available a variety of ala carte marketing tools </li></ul><ul><li>Customer Relationship Marketing software to track and manage prospects & customers is now available </li></ul><ul><li>Kavita will provide a status update following this presentation about the new web site and video </li></ul>
    6. 6. National web site strategy <ul><li>Enhance “our story” </li></ul><ul><li>Add testimonials </li></ul><ul><li>Add Video </li></ul><ul><li>Add product & services informatio </li></ul><ul><li>Add how to select a flooring refinisher </li></ul><ul><li>Add a lead response mechanism </li></ul><ul><li>Test pay per click advertising </li></ul>
    7. 19. Magnus Video <ul><li>Two versions created </li></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>In-home </li></ul></ul><ul><li>Testimonials from real customers </li></ul><ul><li>New footage added to existing </li></ul><ul><li>More information </li></ul><ul><li>Higher production value </li></ul>
    8. 20. New Video
    9. 21. Leads from 866-4-MAGNUS <ul><li>Remember that in-bound calls to your store from the 866 number include “whisper” technology </li></ul><ul><li>When a call comes in, a voice will announce that the call is regarding Magnus Anderson </li></ul><ul><li>Make sure your sales people do not hang up. </li></ul><ul><li>The call is connected immediately following the whisper and the customer does not hear it </li></ul><ul><li>Now your sales person can answer “Magnus Anderson” and not confuse the caller </li></ul>
    10. 22. Pay per click test
    11. 23. Magnus Anderson Marketing and Advertising Kavita McCarthy Director of Marketing
    12. 24. Today’s Objective <ul><li>Demo Online Customer Relationship Management System (CRM) </li></ul><ul><li>Access the CRM at NO COST for 90 days! </li></ul><ul><li>Debut “All Star” Marketing </li></ul><ul><ul><li>Strategies and Resources to support your local Marketing and Advertising needs </li></ul></ul><ul><li>Start using these programs today! </li></ul>
    13. 25. What is a CRM? <ul><li>CRM = Customer Relationship Management </li></ul><ul><li>An Online CRM System is your black book stored electronically </li></ul><ul><li>Access it 24/7 from anywhere! </li></ul><ul><li>Increases Customer Satisfaction </li></ul><ul><li>Helps you get more repeat and referral business </li></ul><ul><li>Creates Accountability with your Magnus Crew on Leads and Close Rates! </li></ul>
    14. 33. Benefits of Online CRM <ul><li>Manage prospective customers </li></ul><ul><li>Track and maintain history of all Sand and Refinish customers </li></ul><ul><li>Store estimates and completed jobs </li></ul><ul><li>Know where your Magnus crew is at all times </li></ul><ul><li>Closed loop system to track ROI of your marketing efforts </li></ul>
    15. 34. Next Steps <ul><li>CustomerFirst CRM is available to you at no cost for 90 days </li></ul><ul><li>Contact us to set up a close-up Demo and Access </li></ul>
    16. 35. What Happens After 90 Days? <ul><li>Continue using the Online CRM by spending a minimum of $800 a month in our “All Star” Marketing programs </li></ul><ul><li>Spend on direct mail, lead development, print advertising or other media channels of your choice </li></ul><ul><li>We’ll help you finalize a budget that fits your market opportunity and number of trailers </li></ul><ul><li>We’ll continue to provide the Online CRM to you at no cost </li></ul>
    17. 36. Co-op Marketing Support <ul><li>5% of Magnus-branded Product Purchases deposited into a Co-op Marketing Fund </li></ul><ul><li>This can earn each Trailer up to a maximum of $2,500 in marketing co-op in a year </li></ul><ul><li>You can start earning as soon as you enroll </li></ul><ul><li>Co-op support applied only to “All Star” Marketing programs </li></ul>
    18. 37. Introducing…
    19. 38. Dealer Marketing Support <ul><li>Elevate the national brand and provide expert local marketing support </li></ul><ul><li>Highly customized for each dealer </li></ul><ul><li>Multi-channel & Integrated marketing approach </li></ul><ul><li>Encourage dealer participation to execute at the lowest cost </li></ul>
    20. 39. All Star Marketing = 9 Programs! <ul><li>Direct Mail and Lead Development </li></ul><ul><li>Home Show </li></ul><ul><li>Marketing Collateral </li></ul><ul><li>Print Advertising </li></ul><ul><li>Broadcast </li></ul><ul><li>Public Relations </li></ul><ul><li>Mystery Shop </li></ul><ul><li>Apparel </li></ul><ul><li>Alternative Media </li></ul>
    21. 40. <ul><li>Yellow Page Advertising </li></ul><ul><li>Advo </li></ul><ul><li>ValPak </li></ul><ul><li>Circulars </li></ul><ul><li>Magazines </li></ul>
    22. 41. <ul><li>Grand Opening Press Release </li></ul><ul><li>Advertorials </li></ul><ul><ul><li>Why Replace When You Can Refinish </li></ul></ul><ul><ul><li>How to Choose the Right Sand and Refinish Company </li></ul></ul><ul><ul><li>Dust-Less Versus Dust-Free: The Right Choice </li></ul></ul><ul><li>Non Profit Opportunities </li></ul>
    23. 42. <ul><li>Home Show Pop Up Displays </li></ul><ul><ul><li>Available at no cost, rent from MA National </li></ul></ul><ul><li>Home Show Kit </li></ul><ul><ul><li>Table Banner </li></ul></ul><ul><ul><li>Brochure Holder </li></ul></ul><ul><ul><li>Free Measurement Sign Ups </li></ul></ul><ul><ul><li>Prize Sign Ups </li></ul></ul><ul><ul><li>Reusable Ballot Box </li></ul></ul><ul><ul><li>Affordable Giveaways with Magnus Logo </li></ul></ul>
    24. 43. <ul><li>Grand Opening Letter to Existing Flooring Customers </li></ul><ul><li>In Your Neighborhood </li></ul><ul><li>Real Estate </li></ul><ul><ul><li>Bought a new house </li></ul></ul><ul><ul><li>Selling a house </li></ul></ul><ul><li>Relationship </li></ul><ul><ul><li>Thank you after job </li></ul></ul><ul><ul><li>1 year Anniversary </li></ul></ul><ul><li>Customer Referral </li></ul><ul><li>Promotional Offers </li></ul><ul><li>Holiday Offers </li></ul><ul><li>Business to Business Trade Professional Discount </li></ul><ul><li>Corporate Alliance </li></ul><ul><li>Churches </li></ul>
    25. 45. Past Customer Letter
    26. 48. Advanced Technology Personalized “URL” (PURLS) <ul><li>Integrating Direct Mail and the Web </li></ul><ul><li>Mr. or Mrs. Consumer have their very own personalized website </li></ul><ul><li>Example: www.mymagnusanderson.com/johnsmith </li></ul>
    27. 49. Advanced Technology Personalized “URL” (PURLS)
    28. 61. <ul><li>Phone Shops (Standard) </li></ul><ul><li>Digitally Recorded Phone Shops </li></ul><ul><li>Web Lead Follow Up </li></ul>
    29. 62. Look for your package in the mail… <ul><li>New Magnus Video </li></ul><ul><li>Updated Brand Pack CD </li></ul><ul><li>“All Star” Marketing Brochure </li></ul>
    30. 63. Let’s get in touch! <ul><li>Scott Hurt </li></ul><ul><li>[email_address] </li></ul><ul><li>1-800-466-6984 ext 1350 </li></ul><ul><li>Kavita McCarthy </li></ul><ul><li>[email_address] </li></ul><ul><li>1-800-466-6984 ext 1158 </li></ul>

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