Darwill october 2010

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  • Darwill october 2010

    1. 1. October 21, 2010 The Gage Chicago, IL
    2. 2. Agenda 1.Who are you? 2.Marketing Challenges 3.Marketing Opportunities: Solving the Marketing Puzzle 4.Q&A
    3. 3. Who Are You? 1. Staff size 2. Staff role 3. Centralized or decentralized 4. Trade or individual 5. Membership size
    4. 4. • How do I get my piece(s) opened? • How do I decide what medium/tactic to use? • How do I get people to pay attention? • How do I improve my ROI? Marketing Challenges
    5. 5. • Marketing is a puzzle with lots of moving pieces – Audience – Messages – Products – Tactics – Budgets – Staff resources Solving the Marketing Puzzle
    6. 6. • What result are you looking for? – Increased Awareness • Organization-wide • Products and services – Orders/ROI • Membership renewal • New members – Audience Engagement Solving the Marketing Puzzle
    7. 7. • How Do I Improve My Marketing ROI? – Know your audience • Who are primary targets? • What do they look like and feel like? • What do they have in common? • How are they different? • How do they like to be communicated with? – Develop your messages by audience • Focus on benefits not features • Keep as much the same as you can • Speak their language Solving the Marketing Puzzle
    8. 8. Solving the Marketing Puzzle
    9. 9. Solving the Marketing Puzzle
    10. 10. • Consider all possible sources – Internal • Newsletters • Publications • Customer service calls • Website • Outgoing products • Trade shows • Volunteers/Components • Partnerships Solving the Marketing Puzzle
    11. 11. • Consider all possible sources – External • Direct mail • Advertising • Email • Web advertising • SEO/SEM • Trade shows • Partnerships • Social Media Solving the Marketing Puzzle
    12. 12. • Review past results in detail – What is working? – What isn’t? – What did work but is seeing a drop? • What is your budget? – What can you spend? – Do you have some $ for R&D (testing budget) • Prioritize your source mix – Highest ROI/Lowest CPO – Don’t become a one source marketer • Schedule, implement and return to start Solving the Marketing Puzzle
    13. 13. • Four quick tips: 1. Be prepared 2. Proceduralize and set processes 3. Go for the ROI 4. Be creative Solving the Marketing Puzzle
    14. 14. Questions and Answers Contact information: Scott D. Oser President Scott Oser Associates Ph: 301-279-0468 Email: scott@scottoserassociates.com Website: www.scottoserassociates.com

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