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  1. 1. Marketing Yourself …and Marketing as a Service © 2010 Bizucate, Inc.
  2. 2. Who Am I? Student B2B Vertical Industries Educator B2C Marketing and Design A2M Content Producers Motivator NP2D Software and Consultant Hardware MFG B2B2C Marketer Strategist Sales Person Entrepreneur Triathlete
  3. 3. Where We’re Going • Start at the end • Tell you a little about me • Look at some pictures • Define marketing • Discuss marketing yourself • Discuss marketing as a service • Capture strategic and tactical steps you can take • Provide 5 Frames for Future Profitability 3
  4. 4. 5 Frames for Future Profitability 1. Strategy 2. Product/Service Mix 3. How You Market 4. How You Sell 5. How You Produce 4
  5. 5. Areas of Opportunity …to Market Ourselves 1. 2. 3. 5
  6. 6. Areas of Opportunity …to Develop New Services/Products 1. 2. 3. 6
  7. 7. Areas of Opportunity …to Sell at Profitable Levels 1. 2. 3. 7
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  14. 14. Road Lessons • Technology available to many • Can take you most anyplace • See new things • Try new things • Meet new people • Have to be interested in new • Have to be willing to fail • Experiences can make for a more interesting ride 14
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  26. 26. Geocaching Lessons • Choose to do it • Get out there • Develop your “cache senses” through experience • Technology alone won’t get you all the way there • Can still get lost and frustrated • Need to look up from tech and see where you are • Can get hurt • Don’t forget to have fun 26
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  28. 28. I’m not a “have to” guy 28
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  33. 33. Two Ways to be More Profitable 1. Develop the world’s most efficient workflow – People – Processes – Technology 2. Sell – …for more • A major difference in your sales can come from the way you use marketing 33
  34. 34. Defining Marketing • How do you define it? • How would your customer define it • AMA Definition 2007 – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large • AMA Definition 2004 – Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders 34
  35. 35. AMA Definition Stirs Debate • The American Marketing Association's recently updated definition of marketing has sparked a bit of a brouhaha. The definition, the first update in four years, reads: "Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large." It will be used as the official definition of marketing in books and taught in universities nationwide, according to the AMA. Big mistake, said Mike Smock, managing director of marketing consultancy vSente, who blogs about marketing. In a post, Smock wrote that the definition may lead marketers down the primrose path. "Marketers can hardly get it right in small enterprises; how are they going to extend that to society at large?" he told BtoB. "The bottom line is CEOs are disgruntled with marketing, and this definition doesn't help," Smock said. The new definition gets away "from the fundamentals, like sales, revenue, margins and market share." Nancy Costopulos, CMO of the AMA, said the association had anticipated some dissent. "We think it's healthy for the profession to have a dialogue and a conversation," about the new definition, she said. She added that 70% of 1,000 marketers responding to queries about the new definition said it was an improvement on the prior definition. Of the revision Costopulos said: "It's not just about marketing in management but marketing at a higher level." Still, Smock is less than impressed. In response, he posted his own definition of marketing: "Marketing is ideas and actions that generate increasingly profitable market share." 35
  36. 36. © 2010 Mimeo Inc. 36
  37. 37. © 2010 Mimeo Inc. 37
  38. 38. © 2010 Mimeo Inc. 38
  39. 39. © 2010 Mimeo Inc. 39
  40. 40. © 2010 Mimeo Inc. 40
  41. 41. Marketing 101, 201, 301 and More • 101: Defining Marketing: Management process responsible for identifying, anticipating and satisfying customer requirements profitably • 201: Defining a Marketing Strategy – Acquisition – Retention • 301: Measuring Effectiveness (ROI) • 401+: Developing even more ROI based efforts 41
  42. 42. How Familiar Are You With? • Principles of Marketing, 13ed. • Kotler and Armstrong • Part 1: Defining Marketing and the Marketing Process • Part 2: Understanding the Marketplace and Consumers • Part 3: Designing a Customer- Driven Strategy and Mix • Part 4: Extending Marketing • One of their definitions • Marketing is managing profitable customer relationships.
  43. 43. We’ve Defined Marketing… • How do you use it for your business? • How do you use it as part of a product or service you offer to your customers? 43
  44. 44. How Could You Market Yourself? • Hire a “real” marketing • Create a new marketing person company • Build a marketing team • Go after existing • Build a “better” website customers • Do more direct mail • Look for new customers • Print more brochures, • Tweet more letterhead and business • Have more open houses cards • Post more often to the • Develop your own multi- blog channel campaign • Train sales to act more • Develop a web to print like marketers solution 44
  45. 45. Marketing Your Marketing Plan • Do you have one? If not, why not? • If so, how’s it working for you? • When was the last time you updated it? • Can key employees discuss the overall marketing strategy and describe current marketing initiatives? • Does sales feel like marketing is helping them?
  46. 46. Marketing Plan? • Oh…that’s the part of the business plan outlining the marketing strategy for a product or service – A written document that details the necessary actions to achieve one or more marketing objectives 1. Review of the marketing environment. Study of the organization's markets, customers, competitors and the overall economic, political, cultural and technical environment; covering developing trends, as well as the current situation. 2. Review of the detailed marketing activity. A study of the company's marketing mix; in terms of the 7 Ps - Product, Place, Price and Promotion, Physical Environment, People, Process 3. Review of the marketing system. A study of the marketing organization, marketing research systems and the current marketing objectives and strategies. The last of these is too frequently ignored. The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and “garbage in, garbage out” applies with a vengeance. 46
  47. 47. A Sample Marketing Plan Outline • Executive Summary • Marketing Strategy • Current Market Situation – Positioning – Market Description – Product Strategy – Product Review – Pricing Strategy – Competitive Review – Distribution Strategy – Channels and Logistics – Marketing Communications Review Strategy – Marketing Research • SWOT Analysis – Marketing Organization • Objectives and Issues • Action Programs • Budgets • Controls Principles of Marketing, 13th ed. Kotler and Armstrong
  48. 48. Basic Marketing Needs • Acquisition and Retention • Why do people do business with you? • How do you keep the customers you have and grow sales with them? • How do new people find you? • What do people say about you? • Where do you plan on going? • What do you do to influence all of the above? 48
  49. 49. Marketing Multi-Channel Marketing Strategy • Who are you trying to reach? • What channel(s) will you use to get to them? • How can they find you? • What will you say (listen for)? • How often will you say it? • Will you ask to do something? • Why should they do it? • How will you know if they did or not?
  50. 50. Marketing Remarkable Relevant Content • You could describe your product/service • You can teach people how to use your product/service • You can inform customers about news and relevant information to their needs beyond your product/service • You can tell stories how others use your product/service • You can let your customers tell the stories and describe what’s most meaningful to them • You can help your customers help other customers use your products/services • You could just listen…what are they saying about you, your company, your products/services, your competitors, your industry and more • You could also do nothing at all
  51. 51. Ed Mayer is Dead • 1907-1975, was an international authority on direct mail and direct marketing • But his principle still lives on… – 40/40/20 Rule of Successful Direct Mail Marketing – 40% Data (Audience) – 40% Offer (Hook) – 20% Creative (Everything else) 51
  52. 52. What Would be the Rule Today • Data • Offer • Design • Channel(s) • Timeliness (schedule) • It’s not about the percentages…until you define what you are measuring 52
  53. 53. 5 Marketing Success Keywords NEVER TO FORGET 1. Plan 2. Content 3. Channel 4. Hook 5. Passion 53
  54. 54. How could you market your business? • As part of you plan you could try it all…and turn it all into a series of case studies you share with your customers and prospects • You can turn your efforts into services you offer …or services and products you choose not to • Traditional marketing and modern marketing are all about the mix • Or…it’s all about how an individual wants to be communicated at a particular moment 54
  55. 55. Message Message Sender Mobile App Constant Feedback Message Soc. Ntwrk TV Message Message Message Radio E E-Mail Message SMS Text Message E-News E-Stmnt Message Message Search Inst. Messg. Message Message Message PURL Blog Message Phone Message Widget Podcast Instantaneous Message Message Website Feedback Message Viral Video Receiver Print 55 © 2010 Bizucate Inc.
  56. 56. What do you see? • Half Full • Challenge • Half Empty • Opportunity 56
  57. 57. Erosion Control • Practice of preventing or controlling wind or water erosion in agriculture, land development and construction. Effective erosion controls are important techniques in preventing water pollution and soil loss -WP • Mitigation measures used to reduce (or decelerate) erosion, which is a natural or geologic process whereby soil materials are detached and transported from one location and deposited elsewhere, primarily due to rainfall, runoff and wind –
  58. 58. Absorbing an Industry • What do you do? • What trade orgs do you join? • What do you read? • Where do you advertise? • What are your interests? • Where do you do • What are your worries? development/manufacturing? • What have early adopters • Who are your customers? learned? • How do you communicate with • What have/haven’t you your customers? taken time to figure? • What are your trends? • Where are you doing • How can I capitalize on trends? business? • What other industries do I find out about along the way?
  59. 59. More and More • crop rotation • perennial crops • conservation tillage • polyacrylamide* • contour bunding* • reforestation • contour plowing • riparian strip* • cover crops • riprap • ditch liners^ • strip farming • fiber rolls • sand fence • gabions* • vegetated waterway • hydroseeding • terracing • level spreaders • wattle (construction)^ • mulching • windbreaks
  60. 60. Classification Process of Information • Regulations • Environment/Situation • Technology • Techniques • Who’s Who – Regulators, Contractors (Private and Public), Manufacturers, Distributors, Consultants, Associations
  61. 61. What if I knew… 1. Who you were? 2. What you did? 3. Who you did it for? 4. How you did it? 5. Why you do it? 6. Where you’re going? 7. Where I can and can’t fit? 61
  62. 62. And then thought more about how I could… 1. Save/make you money 2. Make you/your organization look good 3. Make your life easier/organization more efficient 4. Save you/your organization 5. Challenge you 6. Because it’s the right thing to do 62
  63. 63. And then I called you with a few ideas • Would you care? • Would you want to hear them? • Why would you want to hear about them? • What else would you want to hear about? • Would I look different than most people who call on you? 63
  64. 64. What if I made a similar effort …with your customers? • Or constituents, or students, or donors, or attendees, or contractors, or defendants or… you get the point • Would you care now? • How might I be perceived differently from your competitors? • How might I be perceived differently than you? 64
  65. 65. How/Who to Sell to the Erosion Control Industry • Manufacturers, Distributors, Contractors, Environmental Engineers, End Customers • Private, Commercial, Local, State and Federal and (Global) • Help the manufacturers sell • Help the distributors sell • Help the contractors sell • Help engineers sell 65
  66. 66. Marketing Service Steps 1. Initial research 2. Share initial ideas to secure meeting 3. In meeting discuss key value props 4. Create brief 5. Sell brief 6. Develop and deliver on the proposed work 7. Measure effectiveness 8. Review results 9. Discuss how to do it better next time 66
  67. 67. How to Write a Brief 1. Write a summary of the project including any background information. Include all areas and all players who will be involved in the project. Know the prices of each part of the project and the total cost. 2. Outline the expectations of each party involved. Know the individual jobs of each player and include these job expectations in your creative marketing brief. You want everyone to be clear about the job at hand. 3. Include the dates of each part of the project. Know who is completing what and when it should be completed. Have a date for the final project. 4. State your goals and objectives so that everyone knows the purpose of your project. You have a better chance of succeeding if everyone is clear on this point. 5. Know your target group. The more you know about the target, the more successful your project will be. Once you know the target group, you can tailor the project to that group. 6. Write your brief in project format with clear headings and sections for each part of the project. Include plenty of white space between sections so readers can scan for information. 67
  68. 68. 763 Approach to Business Development 7 Know Me Concepts 6 Reasons Why People Buy 1. Know who I am 1. Save me/Make Me Money 2. Know what I do 2. Make Me/My Organization 3. Know who I do it for Look Good 4. Know how I do it 3. Make My Life Easier 5. Know why I do it 4. Save Me/My Organization 6. Know where I’m going 5. Challenge Me 7. Know where you can 6. Because It’s the Right Thing to and can’t fit Do 3 Good Ideas: After doing research and developing value propositions then bring you those ideas to help you grow you and your organization. © 2010 Bizucate Inc.
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  70. 70. Local Inc. 500 70
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  74. 74. Some Marketing Services • Strategy planning • Campaign • Business Plan development review/develop • Campaign execution • Marketing Plan • Design services (Multi- review/develop channel) • Goal development and • SEO and SEM metrics • Data analysis • Do it for yourself first! • Application design 74
  75. 75. ROI of Marketing Campaigns 75
  76. 76. 7 Social Media Truths 1. There is no “one way” 2. Social media is a method 3. It isn’t always about you 4. Let them choose 5. Engage, don’t lecture 6. Cost isn’t always about money 7. Plan, content, channel, hook and passion 76
  77. 77. 8 Risks of Social Media 1. Something gets posted 5. Social media channels you don’t want others to and content can open up see breaches of security 2. You create a social 6. Social media strategies presence but no one is that don’t include the participating whole organization 3. You’re trying to be social 7. Too much power wielded but the topic gets by an individual sidetracked or hijacked 8. Not having the ability to 4. Some people don’t localize your message to tolerate change a particular audience 77
  78. 78. Multi-Channel Planning Guide 1. Campaign Goals 2. Channel(s) Specifications 3. Response Capture Specification 4. Channel Needs 5. Internal/External Partner Provider 6. Response Capture 7. Specified Action Completion 8. ROI Calculation 9. Campaign Post Mortem 78
  79. 79. What’s Your Interest In… • Answering the hard questions • Asking other people to answer them and helping to develop a solution based on the opportunity 79
  80. 80. Hard Questions • Have you ever answered the hard questions? • Essential questions to ask before you say “I Do.” 80
  81. 81. Q1: Sell Most Product/Service • What product/service do you sell the most of? • Why is it the most popular thing you sell? • What is the most popular way you sell that kind of work? 81
  82. 82. Q2: Most Profitable Product/Service • What is the most profitable product/service you perform/deliver to your customers? • What makes it the most profitable thing you sell? • What is the most popular way you sell that kind of work? 82
  83. 83. Q3: Future Value of the Business • What are you doing now to build the future value/profitability of your business? • Do you have a plan to get there? • What are the main objectives? • If you don’t have a plan, why/why not? 83
  84. 84. What Charley Corr Asked • What is your consolidation play? • How do you expand geographically? • How do you reduce costs? • How do you expand product and services? • What growth opportunities do you pursue? • What is your web strategy? • What are your technological investments? 84
  85. 85. What Bill Gibson Asked • What business do you want to be in? • Who’s going to take it over from you? • What will you sell? • What will you do? • What are you interested in? • What responsibilities do you have? 85
  86. 86. What Nick Fiorenza Asked • What do you need to know about healthcare? • What do you have to do to take care of yourself, your employees and your company? • What could your customers need to know about healthcare? • How can use changes in healthcare as a potential selling tool? • How should you be preparing for changes in healthcare and how can you help your customers? • What are the hidden costs of healthcare reform? 86
  87. 87. What John Foley Asked • What’s a QR code and should you care about them? • What does social media mean to you? • What does social media mean to your customers? • Do your customers want to save cost, get found, make money and stay in business? How can you help them do that using social media? • How can online marketing help/hinder your business? • How important is knowing your audience when working on your social media strategy? Why? • Can you measure social media? How? • What are the 4 Fundamentals of all 5 Social Media Sites? 87
  88. 88. What Elizabeth Gooding Asked • What’s the difference between retention marketing and acquisition marketing? • How do regulations affect your business? Your customer’s business? Where’s the opportunity? • How can you “help” your clients? • You don’t just “offer” promotional transactional print…what else do you need to do to be successful? • How could you compete with yourself? Is that a good thing? • What are some of the gaps in the value chain you can fill? 88
  89. 89. Get Out… • How much time do you spend outside your company? • How much time do you spend in your customers business? • How many countries did you bill? • How many countries did your customer bill? 89
  90. 90. Where Could You Look for More Profits? Where Could You Help Your Customer Do the Same? 5 Frames of Future Profitability 1. Strategy 2. Product/Service Mix 3. How You Market 4. How You Sell 5. How You Produce 90
  91. 91. Your Opportunity • Help your clients develop their message and produce it in the medium(s) that best meets the needs of their audience within a budget and time frame that is acceptable to all parties and has a value that sets your actions apart from everyone else. 91
  92. 92. Think Like a Marketer 2. Law of Category – If you can’t be first, set up a new category 4. Law of Perception – It’s not a battle of products it’s perceptions 16. Law of Singularity – Only one move will produce substantial results 18. Law of Success – Success often leads to arrogance and arrogance to failure 21. Law of Acceleration – Successful programs are built on trends not fads 22. Law of Resources – Without adequate funding an idea won’t get off the ground From: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout 92
  93. 93. Apply Technology Like an Adventurer • Take advantage of what you have • Plan investments based on where you want to go • Envision what it would look like if you were there • List what it will take to get there • Decide if you’re going to • Remember that technology is available to everyone • Use technology to get you where you want to go • Technology can get you close you will finish • Get going doing something and have fun! 93
  94. 94. Pricing for Multi-Channel Marketing Services • Pricing in this arena is like the Wild West…uncharted, unpredictable but more potential for high rewards and a lot less competition for those who make the effort! 94
  95. 95. Other Very Helpful Resources • Small Business Administration – • American Marketing Association – • Direct Marketing Association – • Google Search – Startup – “How to write” + “business plan” – “How to write” + “marketing plan” 95
  96. 96. Review Your Profitable Possibilities 96
  97. 97. Consider Bunko Choices 1. There is no plan – Economy changes too fast for your career to have a plan 2. Think strengths, not weaknesses – Find your advantages 3. It’s not about you – Serving others serves you best 4. Persistence trumps talent – Keep showing up 5. Make excellent mistakes – Take risks, but fail forward 6. Leave an imprint – Do something that matters 97
  98. 98. Where We Went • Started at the end • Told you a little about me • Looked at some pictures • Defined marketing • Discussed marketing yourself • Discussed marketing as a service • Captured strategic and tactical steps you can take • Provided 5 Frames for Future Profitability 98
  99. 99. Areas of Opportunity …to Market Ourselves 1. 2. 3. 99
  100. 100. Areas of Opportunity …to Develop New Services/Products 1. 2. 3. 100
  101. 101. Areas of Opportunity …to Sell at Profitable Levels 1. 2. 3. 101
  102. 102. Thank You 102