1. Marketing:
Get Started. Get results.
Get better. Get better results.

2. Marketing Cycle and LEAKS…
Each arrow represents a point at which customers or prospective customers are lost

3. Session 2 review …
Buying Customers …
Allowable acquisition cost – the amount you can
invest that will be recovered the first time a
customer buys from you
“Branding” or long-term acquisition cost – a
marketing investment that will not be fully recovered
from the first time a customer buys from you –
requires a long-term customer relationship

4. Homework example:
Measuring the immediate ROI of a campaign…
Cost of the marketing campaign: $1,000
Number of leads generated: 100
Number of buying customers: 40
Cost of a buying customer: $1000/40 $25
Total sales from campaign: $4000
Average sale per customer: $4000/40 = $100
Average margin per custom @ 40% margin: $40
Current ROI / customer: $40margin - $25cost = $15
Total current ROI: $15 x 100 customers = $1500
Net current gain on investment: $1500 - $1000 = $500
(Net 50% return on investment)

5. Homework example:
Measuring the annual ROI …
Average number of annual transactions/ customer: 12
Average margin per customer transaction: $40
Total annual margin per customer: 12 x $40 = $480
Number of new customers from campaign: 40
Annual margin ROI from campaign: 40 X $480 = $19,200
Total cost of campaign = ($1,000)
Net annual gain on investment = $18,200
(1820% return on investment)

6. 3 Most Important Parts of
any Marketing Campaign ...

7. The customer’s viewpoint…
What’s
In
It
For
Me

8. Could have said 16 rooms, short hallways, etc

10. Seven seconds….

11. Soooo…
• What caught your attention?
• What are they offering?
• Do you care?
• What is the target market?
• What are the benefits? (not features)
• What do they want you to do?
• Why should you do it?
• When should you do it?
• HOW COULD THIS BE BETTER?

12. Seven seconds….

13. Seven seconds…
• What caught your attention?
• What are they offering?
• Do you care?
• What do they want you to do?
• Why should you do it?
• When should you do it?
• HOW COULD THIS BE BETTER?

14. Session 3…
• USP – Unique Selling Proposition
• Guarantee
• Your Offer
• Discounts and Price Increases

15. Niche Marketing is about creating a …

16. Why??...

17. Creating Your Niche

18. What are the 3
biggest and worst
frustrations people
have when buying
from you … ?

19. Your OFFER…
• What is it?!
• What time do they have to act?
• More for the same, not the same for less.
• Discounting – do you know the effects of
discounting on you profits?

20. Why do people discount?

21. Why don’t people raise prices?

22. Foundational topics covered so far…
• The 5 ways marketing chassis
• Marketing cycle
• Target market
• WIIFM? (What’s In It For Me? – the customer’s viewpoint)
• Buying customers (allowable cost and “branding”)
• AIDA (Attention, Interest, Desire, Action)
• KPIs (Key Performance Indicators)
• USP (Unique Selling Proposition)
• Guarantee
• Your offer
• Discounting and raising proces

23. Homework…
• USP
• Guarantee
• An offer – for your product or service tailored
to a specific market