An introductory overview of three individual presentations:
* Marketing Systemization - Creating Your Marketing Machine
* Applied Business Innovation to propel sales in a competitive market
* Most Powerful Cutting-Edge Marketing Strategies
* Maximizing Your Marketing ROI
An overview to the Lean Startup methodology and Lean Canvas tool, meant for an audience with little previous exposure to entrepreneurism or strategic project development. This overview can be provided in a 1-hour time slot, then follow-up can happen with an extended Lean Startup workshop or consulting session.
These are the slides used in the 150 Startups kick-off workshop held at Bow Valley College May 12th to 14th that was facilitated by Evan Hu & Craig Elias
An overview to the Lean Startup methodology and Lean Canvas tool, meant for an audience with little previous exposure to entrepreneurism or strategic project development. This overview can be provided in a 1-hour time slot, then follow-up can happen with an extended Lean Startup workshop or consulting session.
These are the slides used in the 150 Startups kick-off workshop held at Bow Valley College May 12th to 14th that was facilitated by Evan Hu & Craig Elias
This is a broad set of thinking and tools to help entrepreneurs and innovators. I've taken the best practices of companies like Amazon, Apple and Google and decoded their approach.
You'll find frameworks and tools across the four areas (4P's) of innovation;
People
Product
Profit
Promotion
Usage of English words is very essential for a successful and effective marketing strategy. Which words are neuro-psychological activators are very important to understand and analyse. In addition, the slogans of companies are also an important dimension to achieve the surprise. Without a catchy slogan, no company can flourish. Last but not the least, email appointments.
Translating product features into brand valuesSunil Ramkali
Brand communications and marketing are based upon the right mix of rational and emotional brand drivers. This presentation looks at how a brand and product differ, and how we can we develop more emotionally based communications.
Helping customers choose right productsReenu Lekhi
As a sales person our first job is to help customers find the product they are looking for. the presentation includes the need of the customer, different ways of helping the customer and the benefits of helping the customer.
You Had Me At Hello: Secrets of Apple's Customer Experience ExposedMike Wittenstein
Apple makes sure that each positive effect customers perceive front-of-house (FOH) is supported by solid back-of-house (BOH) operations. It’s just like a restaurant where the maitre d’ handles the dining room, wait staff, and experience delivery while the chef takes care of food preparation, kitchen staff, purchasing, etc. Apple integrates Front of House (FOH) and Back of House (BOH) strategically, elegantly, and profitably. (That’s the first secret by the way.)
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
Elizabeth Demas walks you through the consultative selling process, going over Anew eye creams in the process. Make more money now - focus on skin care sales! For more information, visit blog at www.kcmegastore.com/blog
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
This is a broad set of thinking and tools to help entrepreneurs and innovators. I've taken the best practices of companies like Amazon, Apple and Google and decoded their approach.
You'll find frameworks and tools across the four areas (4P's) of innovation;
People
Product
Profit
Promotion
Usage of English words is very essential for a successful and effective marketing strategy. Which words are neuro-psychological activators are very important to understand and analyse. In addition, the slogans of companies are also an important dimension to achieve the surprise. Without a catchy slogan, no company can flourish. Last but not the least, email appointments.
Translating product features into brand valuesSunil Ramkali
Brand communications and marketing are based upon the right mix of rational and emotional brand drivers. This presentation looks at how a brand and product differ, and how we can we develop more emotionally based communications.
Helping customers choose right productsReenu Lekhi
As a sales person our first job is to help customers find the product they are looking for. the presentation includes the need of the customer, different ways of helping the customer and the benefits of helping the customer.
You Had Me At Hello: Secrets of Apple's Customer Experience ExposedMike Wittenstein
Apple makes sure that each positive effect customers perceive front-of-house (FOH) is supported by solid back-of-house (BOH) operations. It’s just like a restaurant where the maitre d’ handles the dining room, wait staff, and experience delivery while the chef takes care of food preparation, kitchen staff, purchasing, etc. Apple integrates Front of House (FOH) and Back of House (BOH) strategically, elegantly, and profitably. (That’s the first secret by the way.)
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
Elizabeth Demas walks you through the consultative selling process, going over Anew eye creams in the process. Make more money now - focus on skin care sales! For more information, visit blog at www.kcmegastore.com/blog
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
This is a Quarterly Business Review Template to be used by Customer Success Management organizations.
One of the most important activities your Customer Success Managers (CSMs) will perform is the Quarterly Business Review (QBR).
QBRs are sometimes known by different names – Business Reviews or Executive Business Reviews – but no matter what they’re called, they’re incredibly important and the agenda and flow are largely going to fall on the CSM, so it’s critical to help them prepare for, and perform QBRs, the right way.
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
Use this Quarterly Business Review template to help engage your customer in a meaningful dialogue about their success using your product. Specifically designed for SaaS providers, this QBR template has all the slides you need to summarize your customer's use of your product and tie that back to their overall goals. The template is easily customized and has everything you need from the agenda to goal setting, outstanding items, tracking against metrics, health scores, activity scores and even NPS scores.
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
As marketers, we all have one thing in common - stock photos. So we put together a list of tips and resources that will help you choose the perfect photo, every time. For more from IMPACT, visit http://www.impactbnd.com
25 Disruptive Technology Trends 2015 - 2016Brian Solis
Brian Solis explores some of the biggest technology trends and possible twists on the horizon for 2015 and 2016.
Topics include cyber security, mobile payments, drones, bitcoin, social media, digital, omnichannel, attribution, cx, music, movies, Hollywood
We spend more time working than doing anything else in life. Yet for too many people, the experience of work is demotivating and dehumanizing.
I don’t think it has to be this way, and I’m willing to bet you don’t either.
At Google, we’ve learned a ton about what makes for an enjoyable and productive workplace. We’re not alone – lots of other companies, ranging from grocers (e.g., Wegmans) to textile companies (e.g., the Brandix Group) to Brooklyn delis (e.g., Russ & Daughters), as well as academics and scientists, have learned the same simple truth: there are straightforward things we can do to make work better.
My new book, "Work Rules!", is an attempt to bring this together and offer you practical tools to improve work, no matter what you do. Check out this visual preview of the book and visit www.workrules.net if you’d like to pick up a copy or learn more!
At Activate, we've identified the 9 most important insights for tech and media in 2016. Key points:
* The average American spends more time on tech and media than on work or sleep
* Messaging will blow past social networking as the dominant personal media activity
* The next big winners in streaming music and audio are already (quietly!) here
* The long-awaited cord cutting moment isn't coming any time soon
* There is potential for a "cable killer" to show up, but it won't look like you expect
* E-sports and wagering really are going to change the game in gaming
* Want to get rich in the App Store? Good luck!
* These are the companies grabbing all the money in consumer tech and media
* And we demonstrate a simple way to predict what acquisitions and partnerships tech and media companies will be making to stay competitive
Also available here:
http://www.wsj.com/articles/think-again-nine-top-insights-into-tech-and-media-for-2016-1445618763
http://www.businessinsider.com/michael-wolf-predicts-what-will-happen-in-the-tech-industry-in-2016-2015-10
The 10 Best Copywriting Formulas for Social Media HeadlinesBuffer
A Top Ten list of the best copywriting formulas used by writers and marketers, and how they might fit with the social media headlines you write.
1. Before – After – Bridge
2. Problem – Agitate – Solve
3. Features – Advantages – Benefits (FAB)
4. The 4 C’s
5. The 4 U’s
6. Attention – Interest – Desire – Action (AIDA)
7. A FOREST
8. The 5 basic objections
9. Picture – Promise – Prove – Push (PPPP)
10. The 1 – 2 – 3 – 4 Formula for Persuasive Copy
The complete list is available on the Buffer blog here: https://blog.bufferapp.com/copywriting-formulas
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
Startups don't win because of a great vision, but because of a superior strategy. If you want to have the superior strategy, you must simply have a better customer insight. Customer discovery principles can help you to get real insights about your customers.
The first rule is to fall in love with a problem, not your solution or business idea. You must have a clear picture what your product is hired to do. With customer interviews and different types of tests your job is to prove value hypothesis (that people are prepared to pay for your solution).
You can write down all your hypotheses on business model canvas, running lean canvas or even in a spreadsheet. Then you have to constantly sketch out alternative business models by asking yourself difficult questions and testing different assumptions.
Steps to customer discovery include developing a vision, setting the hypotheses, getting out of the building and performing a reality checks. The best way to start the customer discovery process is with the riskiest assumptions.
Important tools that can help you with customer discovery are also segmentation, personas, empathy map and value proposition canvas. After exploiting all the tools you should have a clear picture what are your customer's pains and gains and what are they willing to pay for.
When you are doing the customer discovery interviews to get the market insights you have to avoid doing any behavior predictions or being satisfied with compliments, opinions or stalling. What are you looking for is a real commitment from early-evangelists.
Remember, wrong assumptions are mother of all fu*ck-ups, and with customer discovery you can make sure you are not building your business based on the wrong assumptions.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
Connect2Innovation: Sales- are you selling comfortable?Glenn Thorogood
What makes a good sales proposition?
•Are there different selling styles
•What does a professional buyer expect from you?
•Larger organisations
•Lead Generation –is your process robust enough?
The Longevity Gap with Hilary Corna - Scaling Up Petra and Impact Digital Sal...Hilary Corna
The world is changing. Your customer is changing. In this session, we'll outline exactly what those trends are and how you can evolve with them to drive your business forward. This one hidden strategic advantage will build the ease and meaning in your business that you have been searching for.
Financial Advisors Have a Really Tough Challenge. First They Need to Ditch the Product Mentality and Create a Unique Marketing Message. Next They Need to Build a Platform That Seamlessly Integrates Modern Tools and Strategies.
Understanding the customer must lie at the foundation of your Business Strategy, your Business Model(s) resulting in Competitive Advantage. Not understanding the customer accounts for everything else we do in business.
To describe the major pathways that may lead to entrepreneurial ventures
To examine bootstrapping and minipreneurship as fast lanes to gaining entrepreneurial experience
To identify and discuss what is involved in acquiring an established venture that already has some entrepreneurial momentum
To outline key questions to ask when buying an ongoing venture that is already generating value
To define a franchise and outline its structure
To examine the benefits and drawbacks of franchising
To look at the route social entrepreneurs take to creating new ventures
The Value of Developing Relationships in SellingJames Muir
Presentation given in 2012 to the NextGen Healthcare national sales force. On the value of developing relationships and genuinely providing value for clients.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
2. My Mission
• To put an end to fragmented, disjointed and partial marketing efforts
• Alleviate confusion and stress for business owners
• Set in-place comprehensive, measurable and continually monitored
marketing systems
• Leverage the latest in technology combined with the best in traditional
marketing
• Eliminate meaningless and cliché marketing messages, speaking directly
to the motivations causing prospects to buy
4. What is Marketing Systemization?
DEFINITION:
The strategic planning of the
process leading prospective
customers from awareness of your
product and/or service through the
entire buying process to advocacy.
5. Is Marketing Systemization Impersonal?
ANSWER: Yes and no.
• The best automated marketing systems combine
technology and media with personal touch
marketing at appropriate times.
6. Important Factors in Marketing Systemization
• Industry
• Length of buying cycle
• Price range
• Impulse buy vs. planned purchase
8. Awareness
• Media – Advertising, Networking,
Social Media, direct mail (phone
book, newspaper)
• Prospects - Unaware of need
or problem, or not high on their
priority list
• Message – Speaks to problem or
need
• Goal – Prospects admit they have the problem or
need
9. Consideration
• Media – email, blog, social media (direct mail,
paid advertising)
• Prospects – aware of need/problem. Deciding
if/how to deal with it.
• Message – Education slanted towards your
business.
• Goal – To provide prospects with enough
information to make an educated buying
decision. Within this process, pointing out why
your business is the right choice.
10. Conversion
• Media – Email, social media
(supplemented with paid advertising)
• Prospects – Know they have a
problem/need. Biggest concern is
choosing what product/service to fill it.
• Message – Why choose you over your
competitors
• Goal – Purchase
11. Loyalty
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER
SERVICE! * Assistance in using your
product or service. * Make their life
easy. * Connect. Customer
satisfactin
• Goal – Repeat business
12. Advocacy
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER SERVICE! *
Assistance in using your product or service. *
Make their life easy. * Connect. Customer
satisfactin
• Goal – Referrals, recommendations, buzz, fans
13. Advocacy Continued
• Most unknown step in the buying
funnel
• 92% of people trust
recommendations from people
they trust
• A word of mouth recommendation
is behind 20-50% of all sales
• Customers referred by other
customers have a 37% higher
retention rate
• A 12% increase in advocacy
generates 2X increase in revenue
STEPS
• Recognize advocates when you
see them
• Understanding/meeting
advocates goals
• Ask for specific actions
• Don’t make them work
• Accentuate the benefits
• Reward action
• Create inclusion – members of the
club
14. Steps to Marketing Systemization
1. Map out your path specific to the buying
process for your product or service
2. Create individual steps to lead prospects
through the process
3. Each step should have an appropriate
message
4. Each step should have ONLY ONE OBJECTIVE
– TO LEAD PROSPECTIVE CUSTOMERS TO THE
NEXT STEP.
5. Each step should have a Call To Action
leading to the next step in the process.
20. Official Definition of a Platitude
• plat·i·tude n. “Words or phrases that are
dull, obvious, or predictable that lack power
to create interest because they are
overused and unoriginal, that are
nevertheless still commonly used as though
they were unique or distinctive.”
21. Do You Have Any Of These Phrases In Your
Marketing Or Advertising?
• Highest Quality
• Best Service
• Largest Selection
• Gets the job done right the
first time
• 30 years of experience
• Been in business since 1776
B.C.
• Honest
• Hard Working
• You’ve tried the rest now try
the best
• Number one
• Dealer of choice
• State-of-the-art
22. The Ultimate Leverage
Say you spend $3,600 a month on the ad
That ad generates 22 responses a month
Is that good?
Let’s say you can rewrite your ad removing the platitudes
Nothing “weird” or “creative”... Just following time-tested
marketing principles
23. The Ultimate Leverage
• Now instead of generating 22 responses
• The ad gets an average of 43 responses
• You have to pick and choose who you “let” work with you because
of quality/capacity issues
• You close more of the leads you do get
• Your average sales price goes UP
• That’s LEVERAGE
24. Your Goal
• Remove these general statements from your marketing.
• Replace them with SPECIFIC, MEASURABLE points of difference
that speak directly to the SPECIFIC needs and problems of your
target audience
25. “Platitudes and generalities roll off
the human understanding like water
from a duck’s back. They leave no
impression whatsoever.”
Claude Hopkins
27. Innovation
Innovation is a new idea, device or process.[1] Innovation can be
viewed as the application of better solutions that meet new
requirements, inarticulated needs, or existing market needs.[2] This
is accomplished through more effective products, processes,
services, technologies, or ideas that are readily available to
markets, governments and society.
Source: Wikipedia.org
28. The Single Foundation of Innovation
Hot Buttons
hot but·ton
nounNORTH AMERICANinformal
a topic or issue that is highly charged
emotionally or politically.
29. The Innovation Process
Three Simple Steps – For each hot button . . .
1. Describe the negative situation relating to this hot button that
would cause John smith to become frustrated.
2. What are some specific things that “The Ultimate Business” in
this industry would do to alleviate or solve this
problem/frustration?
3. What specific questions could you ask competitors regarding this
innovation?
31. Innovation Formulation 1
Hot Button: Waiting Room Experience
• Negative Situation: Prospect has to wait to see the dentist and is
faced with reading outdated issues of Newsweek or watching a
fish swim back and forth
• Magic Wand: What would the ultimate business do?
• Brainstorm answers to this question
• Just let it rip – write everything down on paper
• Do not exclude ideas just because they’re not practical
• If at least 50% of your ideas are NOT impractical, you’ll never innovate
anything significant.
33. Innovating the Dentist
Magic Wand Innovations
• 50 different magazines, all
categories, current issues
• Plasma screen with breathtaking
videos
• Nice fish tanks with interesting fish
• Nice decorating, classy
• Comfortable chairs
• Now try a CRAZY WAND!!!
34. Innovating the Dentist
Crazy Wand Innovations
• Leather recliners
• Snacks and drinks for free
• Personal masseuse, haircuts, manicures
• Video games of all types and systems
• Golfing simulator
• Workout equipment, basketball court
• Safari animals, roller coaster
• Live entertainment
35. Check the Competition
Next, find out how you stack-up against the
competition
• Mystery shop them . . . Call and pose as a
potential customer
• Ask them how they stack-up
• Don’t ask: “How many current magazines do you have?”
or “Do you have a roller coaster in your waiting room?”
• Do ask” “Should I bring my own magazine, or do ya’ll
have anything to do while I’m waiting?”
36. Return on Investment
Once you have your list of innovations . . . You
will have todo an ROI projection:
• How much will the innovation cost to
implement?
• How much additional revenue can we expect?
• Increased revenue per customer
• Additional new customers
• How unique is the idea in the marketplace?
• How easy is it to copy?
• How would this translate into a marketing
message/piece?
• Don’t be afraid to DO SOMETHING!!!!!
37. What About You?
If your customers had a magic wand,
what would they change about your
industry?
What about your company?
38. 3 More Innovation Formulations
Special Delivery
Could you bring your product or service to
your customers? Can you bring something to
customers that they normally have to go to
get?
• Florist: mobile store on wheels
• Dentist: RV with mobile cleanings, X-Rays
• Oil Change: while you work, every 3
months
• Pet Store: cricket/food delivery
• Haircut: mobile haircutting stations
39. 3 More Innovation Formulations
One Stop Shop
Can you provide more than one thing to your customers so
they won’t have to look around? Can you help your
customers get multiple things done at once (or through one
vendor – YOU)
• Dentist: car wash and oil change while you wait
• Video Production: scripting and actors
• Roofer: Gutters, gutter protection, windows, siding,
insurance adjusting, paperwork
• Haircut: massage, chiropractic
40. 3 More Innovation Formulations
Outside Swipe
Find innovative ideas from inside and outside your
industry. Copying is a good thing when it comes to
innovation! (especially copying outside your
industry.)
• Roofer: Does Seminars like a financial planner
• Nursing home: look at daycares
• NBA: swipe from amusement parks, Disney
• Veterinarian: insurance companies
• Consumer Electronics: cell phone companies
42. Mobile
• The “bread-and-butter” of marketing in
2015
• The statistics are too big to ignore.
• Websites and emails must have good
mobile and tablet user interface
• Understand the difference between how
people use their devices for businesses IN
YOUR INDUSTRY.
• Deliver content accordingly
43. Cross Platform Marketing
• Meet your prospects where they are
• Varied media
• Increased frequency
• Content, content, content
44. Retargeting
This is my #1
pick for success
in 2015.
What is retargeting?
A form of paid advertising that
utilizes “cookies” to serve visual
ads to visitors to your website,
people who:
• Visit your website
• Search specific keywords
• Take specific actions on your site
• Take actions with an email you
send
• Even visit another company’s
website
45. Retargeting
Why is it so amazing?
• People get distracted
• They don’t always see your whole
message
• Frequent messages increase the
chances of a sale many times
over
• Affordable – target only those in
your service area. Pay only when
someone clicks on your ad
• Continue to deliver your top
selling points after someone has
left your site
• Target audiences of others that
you know have similar markets to
yours
• Display ads more effective at
delivering a message than text
only
• And on, and on . . .
46. Need Help Putting It All Together
Book a Marketing
Design Consultation:
sedulousmarketing.com/marketing-
campaign-help/
Or (707)506-6411
Editor's Notes
TRUTH:
Times when people don’t WANT to talk to someone directly.
Times when it’s appropriate to allow an interested party to be a lurker and gather information on your business without feeling like they’re going to get the high-pressure sales pitch.
Times when 100% automated systems are tacky & tasteless.
The best systems combine both