November 2013

Your Marketing Plan
Mike Rogers
Omstout Consulting
Email: mike.rogers@omstout.com
twitter: @EnerGMatters

©...
I’m going to touch on a just a
few key elements
•  How many leads you need
•  How you get leads now
•  How you plan to get...
If you don’t know where
you’re going, you might not
get there.
--Yogi Berra
If you fail to plan, you are
planning to fail.
--Ben Franklin
Whether your company is large or small,

You’ve got to
feed the beast
How many leads do you need?
YOUR COMPANY IN

YOUR COMPANY IN

2013

2014

$1,500,000 Revenue

$1,800,000 Revenue

• 

$7,5...
The Budget?
YOUR COMPANY IN
2014

Also from your Operating
Plan….

$1,800,000 Revenue

• 

8% marketing budget.
(8.5% in 2...
Now, start mapping out that
total by month and by activity

Download at http://omstout.com/2013-marketing-plan/

8
Does it snow?

9
10
How do I know what to put
in the plan?
What’s your average lead
cost (for a new customer)?
So is $25 per lead a good
cost?
•  What if that $25 lead
closes at 9%
•  What if the ticket is half
your normal?
Is $1,000 per lead a good
cost?
•  What if you only pay that
on completion?
•  And it represents a
$20,000 average project...
You track every campaign to
learn what works and how well

15
You track every campaign to
learn what works and how well

16
You track every campaign to
learn what works and how well

17
You track every campaign to
learn what works and how well

18
You track every campaign to
learn what works and how well

19
22
You must track your calls
•  The napkin isn’t enough: capture the
customer info!
•  Reason for the call?

•  Lead Source?
...
You must also track sales
against these leads
•  How many close?
•  Does the average project look different
for different ...
Your Plan Will Look
Different Than My Plan
5%
3%

Yellow Pages

6% 4%

Referrals
Employee Generated

6%
30%

4%

Home Show...
Program Lead

GM with an SB

Job Sign

Door Hangers

Telemarketing

Referral -

Vehicles

Direct Mail

Yellow Pages

Radio...
You’ll need to figure out what
your marketing mix looks like
•  Tracking is critical (you should be able to
create the pre...
Thank you.
Like what you see?
Follow our blog, omstout.com/blog

Mike Rogers
OmStout Consulting
Email: mike.rogers@omstout...
Efficiency First Webinar Presentation - Your Marketing Plan
Efficiency First Webinar Presentation - Your Marketing Plan
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Efficiency First Webinar Presentation - Your Marketing Plan

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This was delivered as part of an Efficiency First webinar, "A Strategy for Success: How to Write a Practical Home Performance Marketing Plan". Friday, December 20 from 9:30 a.m. to 11 a.m. PST

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Efficiency First Webinar Presentation - Your Marketing Plan

  1. 1. November 2013 Your Marketing Plan Mike Rogers Omstout Consulting Email: mike.rogers@omstout.com twitter: @EnerGMatters © 2013 by Mike Rogers. All Rights Reserved. 1
  2. 2. I’m going to touch on a just a few key elements •  How many leads you need •  How you get leads now •  How you plan to get leads in the coming year •  How you get better at the above (I won’t be getting into the overall strategy, branding, messaging or creative content today.) 2
  3. 3. If you don’t know where you’re going, you might not get there. --Yogi Berra
  4. 4. If you fail to plan, you are planning to fail. --Ben Franklin
  5. 5. Whether your company is large or small, You’ve got to feed the beast
  6. 6. How many leads do you need? YOUR COMPANY IN YOUR COMPANY IN 2013 2014 $1,500,000 Revenue $1,800,000 Revenue •  $7,500 Avg. Sale Ø  $8,000 Avg. Sale •  200 Sales Ø  220 Sales •  35% Close Rate Ø  40% Close Rate So you needed… So you need… •  572 Leads Ø  563 Leads 6
  7. 7. The Budget? YOUR COMPANY IN 2014 Also from your Operating Plan…. $1,800,000 Revenue •  8% marketing budget. (8.5% in 2013) Ø  $8,000 Avg. Sale •  So, marketing spend is $144,000 •  Or $256 per lead ($210 in 2013) ✓ Ø  220 Sales Ø  40% Close Rate So you need… Ø  563 Leads OK, we’re in the realm of reasonability! 7
  8. 8. Now, start mapping out that total by month and by activity Download at http://omstout.com/2013-marketing-plan/ 8
  9. 9. Does it snow? 9
  10. 10. 10
  11. 11. How do I know what to put in the plan?
  12. 12. What’s your average lead cost (for a new customer)?
  13. 13. So is $25 per lead a good cost? •  What if that $25 lead closes at 9% •  What if the ticket is half your normal?
  14. 14. Is $1,000 per lead a good cost? •  What if you only pay that on completion? •  And it represents a $20,000 average project?
  15. 15. You track every campaign to learn what works and how well 15
  16. 16. You track every campaign to learn what works and how well 16
  17. 17. You track every campaign to learn what works and how well 17
  18. 18. You track every campaign to learn what works and how well 18
  19. 19. You track every campaign to learn what works and how well 19
  20. 20. 22
  21. 21. You must track your calls •  The napkin isn’t enough: capture the customer info! •  Reason for the call? •  Lead Source? •  What do you need to move the conversation forward? 23
  22. 22. You must also track sales against these leads •  How many close? •  Does the average project look different for different lead sources? 24
  23. 23. Your Plan Will Look Different Than My Plan 5% 3% Yellow Pages 6% 4% Referrals Employee Generated 6% 30% 4% Home Shows Targeted Direct Mail Website 9% Paid Search Other Social Media 10% 10% 8% 5% Public Relations Radius Program Vehicles 25
  24. 24. Program Lead GM with an SB Job Sign Door Hangers Telemarketing Referral - Vehicles Direct Mail Yellow Pages Radio Home Show Newsletter Newspaper Paper Airplanes TV Website State Fair Social Media Contest Referral - Employee Hopefully it won’t by just “advertising” or program leads Lead % 26
  25. 25. You’ll need to figure out what your marketing mix looks like •  Tracking is critical (you should be able to create the previous graph in two minutes.) •  Constantly trying new things. Playing with messages and mechanisms. •  Keeping what works and looking for the new. •  This never ends. What works today, may not be what works tomorrow. 27
  26. 26. Thank you. Like what you see? Follow our blog, omstout.com/blog Mike Rogers OmStout Consulting Email: mike.rogers@omstout.com twitter: @EnerGMatters © 2013 by OmStout Consulting. All Rights Reserved.

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