This document discusses promoting a business cost effectively through strategic marketing. It emphasizes the importance of understanding customers' needs and motivations for buying. Traditional marketing theories may no longer be effective due to factors like increased choice and less time. Instead, marketing should focus on relevant customer conversations and aligning communications with the customer's buying cycle. The document provides tools for segmentation, developing unique selling propositions, and the marketing mix (product, price, place, promotion). It stresses that differentiation now occurs through interactions with customers and that marketing messages must be customer-relevant to be effective.
Marketing Strategy explained in 25 Easy Slides for MBA studentsS K "Bal" Palekar
Review cum handout of an elective half-credit course on marketing strategy conducted for second year MBA students at S P Jain Institute of Management and Research.
Marketing Strategy explained in 25 Easy Slides for MBA studentsS K "Bal" Palekar
Review cum handout of an elective half-credit course on marketing strategy conducted for second year MBA students at S P Jain Institute of Management and Research.
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Presenting this set of slides with name - Marketing Mix Powerpoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of seventy four slides. Our tailor made Marketing Mix Powerpoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Marketing Mix Powerpoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
Disruptive strategy is becoming more of a norm than discussion. How can you apply it to your business. See one of my lectures do justice to the topic at Strategic Business Master Class.
Doug Sumner Distribution Models PresentationDoug Sumner
A presentation on financial services distribution models (with an emphasis on Bancassurance and Life Insurance) that I gave a little while ago in Thailand. I\'m happy to discuss if any one is interested.
How the right level of product knowledge across target groups such as sales reps, channel partners, customers and influencers can increase sales results.
Stretch your marketing resources with the P.L.O.W. methodBLOCKbETA Marketing
Entrepreneurs, solopreneurs and small business owners have a tough time getting everything done when it comes to marketing. Use this method to be more efficient while effectively marketing your business to gain more impact, win clients and grow.
The Many Faces of Sales Enablement: How to Drive Revenue Through Retention Ma...Aggregage
In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Presenting this set of slides with name - Marketing Mix Powerpoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of seventy four slides. Our tailor made Marketing Mix Powerpoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Marketing Mix Powerpoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
Disruptive strategy is becoming more of a norm than discussion. How can you apply it to your business. See one of my lectures do justice to the topic at Strategic Business Master Class.
Doug Sumner Distribution Models PresentationDoug Sumner
A presentation on financial services distribution models (with an emphasis on Bancassurance and Life Insurance) that I gave a little while ago in Thailand. I\'m happy to discuss if any one is interested.
How the right level of product knowledge across target groups such as sales reps, channel partners, customers and influencers can increase sales results.
Stretch your marketing resources with the P.L.O.W. methodBLOCKbETA Marketing
Entrepreneurs, solopreneurs and small business owners have a tough time getting everything done when it comes to marketing. Use this method to be more efficient while effectively marketing your business to gain more impact, win clients and grow.
The Many Faces of Sales Enablement: How to Drive Revenue Through Retention Ma...Aggregage
In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Sales is all about listening to people and prescribing a solution. In every job you'll come across sales moments, whether you're selling yourself in a job interview or selling products to customers - it's an essential skill in all career paths. This course is available now so you can start your sales career and your sales potential in just a few minutes - if you're already working in sales, or looking for a lucrative and enjoyable future career, this class is a valuable skill that you definitely need to master.
Juan Sebastian Garcia is been teaching Sales skills to different companies and sales teams for over 20 years. He's taught all over the world, as well as online, and has an entertaining and practical teaching style. This course covers everything you need to know about Sales Fundamentals: from preparing and planning, relationship building, objection handling techniques, and closing the deal at a brilliant price. This training is the first step to start developing your sales skills as a sales professional.
Sales Fundamentals overview includes:
What is Sales?
What is Marketing?
Planning your sales skills
Building a rapport and relationship
Handling objections
Understand how to organizing your sales
Simple tricks to start calling customers
Time Management in Sales
Also if you want to learn advanced selling techniques. Check out our Target Account Selling Class : https://www.udemy.com/course/target-account-selling/
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.
A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.
This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social.
Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere.
What was covered?
* Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social
* Social Listening - How to drive strategic decisions across your business based on customer and competitive insights
* Social Leads - How to generate Social leads for your sales team to nurture
* Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards
At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy.
Agenda:
* 7:30am Registration and Networking
* 8:00am Opening Remarks
* 8:05am Presentation: Adam Brown
* 8:45am Panel Discussion
* 9:05am Closing Remarks
* 9:15am Networking
Presenter
Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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2. Cost Effective Advertising & Promotion
Who are you talking to?
What needs does your product / service fulfil?
What motivates people to buy?
Creating a logical sequence to hold interest.
Making your budget
work harder!
3. Business challenge
Maximise value of existing customers
Minimise the loss of existing customers
Find enough new customers to keep
growing
6. Marketing
“Marketing is about conducting a dialogue over time with a
specific group of customers whose needs you get to
understand in depth and for whom you develop a specific offer
with a (sustainable) differential advantage over the offers of
your competitors.”
Prof. Malcolm MacDonald
Cranfield University.
“When you have something to shout about, then shout!
If not;
then shut up until you do.”
8. Safety first
Time of adoption
34%
Late majority
34%
Early majority
13.5%
Early adopters
2.5% Innovators
Cumulative pattern
Time of adoption
Cumulativeproductionofadopters
1.00
0.80
0.60
0.40
0.20
0.0
16%
Laggards
13. Why customers quit
1% die
3% move away
5% develop other friendships
9% for competitive reasons
14 % because of service dissatisfaction
68% ATTITUDE OF INDIFFERENCE
TO CUSTOMER FROM SUPPLIER.
18. Products
What do you sell?
What do your
customers buy?
What are these people
buying?
19. Product
So what do you do?
Easy to describe?
Differs for customers / segments?
ENABLES BENEFITS.
20. Pricing Strategies
How
- Hourly / Daily rate
- Cost plus
- Gross margin
- Market based
Competition (Direct / Indirect)
Strategy (High/Low)
Why are your costs higher / lower
TALK VALUE NOT PRICE
Can you differentiate on it?
22. Promotional activities by medium
Personal
contact
Direct mail
Telephone
Advertising
Electronic
Recognise
potential
Initiate
dialogue
Exchange
information
Negotiate /
tailor
Commit
Medium
Activity
23. Competition
Who (Direct & Indirect)
Where
Strengths & Weaknesses
Opportunities & Threats
PEST
Strategies (yours & theirs)
28. Change the message to suit the buyer
MEANS
DOES
IS
Executive
Conversation
Technical
Conversation
29. Understanding the buyers motives
Business
perfectionist
Radical thinkers
Profit engineer
Save my
budgets
Business
general
Save my
career
Conservative
technocrat
Technical
idealist
Radical
architect
“Reward” “Relief”
Executive
Technical
30. Elevator Speech
Rule of 3
1. List 3 things that you did or do for a customer
2. Describe what they did for your customer – so that they could...
3. Back it up with an example.
31. Elevator Speech
“Our software helps businesses to quickly and easily create detailed, error free quotes with tailored
documents;
so that it now costs them less to sell more..”
or, put another way:
...provide more time for sales people to sell (Sales Director)
...reduce their quote to order processing costs (Finance Director)
...reduce dependency on key individuals and plan for business continuity (Managing
Director)
...make it easier to introduce new products and enter new markets (Marketing
Director)
For example:
A customer reduced a four hour quote time down to just 19 minutes.
This, along with the fact that their quotes can now be created by more people has smashed the
average elapsed time from 2 weeks 24 hours.
They also reduced product compatibility errors to zero saving them over £3,000 per month
32. Scary Numbers
33% Information increase per year
85% Customers decision based on interaction in the field.
90% Marketing tools unused
x No. of sales people / channels = No of different
messages
______
Source - Booz Allen Hamilton and Corporate Visions inc
34. Differentiating your message is hard
More confusion less clarity
Customers are overloaded with messaging & promotions
Shorter window of opportunity
Difficult to capitalise on even subtle product / service difference
More credible competition
Proliferation or consolidation creates markets filled with similar
products.
“It doesn’t matter what product you buy.
Most products are now good enough to serve the majority of users
most of the time.”
Source: Simon Hayward VP & Gartner Fellow
35. You and your competition: The customer view
70% of marketing and sales executives identified
“the ability to differentiate your product”
as the biggest threat to market growth .
Source: Sales & Marketing Management and American Association survey of 1500 sales and marketing executives
36. Where does differentiation occur?
All things ‘considered’ equal, customers are relying more on their
interactions with field sales representatives or customer facing staff, to
find differentiation.
Customer conversations are the frontline
Develop and deliver messages that
create a differentiated customer
experience.
Opportunity to join up sales and
marketing.Only 15% customer brand decision is based on perceptions of company and
product
Source: Booz Allen Hamilton “Channel Champions”
43. What’s broken?
1. Brand messages do not
reflect desired customer
conversations
2. Communication tools do
not match the consultative
buying cycle
3. Brand content is not
presented to sales people in
the way they want to learn.
Customer relevant messages
Messages for and at key
moments
JIT access.
44. Placing your customer at the centre
1. Brand messages do not
reflect desired customer
conversations
2. Communication tools do
not match the consultative
buying cycle
3. Brand content is not
presented to sales people in
the way they want to learn.
Customer relevant messages
Messages for and at key
moments
JIT access.
46. Brand Message Outline
GOALS
Provide a repeatable messaging
process
Produce high-quality, consistent,
distinctive customer messages
Drive your brand message down
to a street level conversation.
47. Company Relevant v Customer Relevant
Company - Relevant Customer - Relevant
Talk about who we are What do our customers want to
accomplish?
Label our core competencies What’s keeping them from optimally
achieving this?
Showcase our leadership in these areas What relevant point of view or insight
can we share?
Highlight the capabilities that make this
possible
How do our capabilities deliver a
solution?
Describe some generic customer
benefits
What distinctive value can that bring to
our customers?
Here are some examples of our latest
breakthroughs
Here are some examples of where
we’ve done this before
Attempt to sell by:
Promoting core competencies
Making capabilities presentations
Convincing and persuading.
Empower buyers to:
- Achieve goals
- Solve problems
- Satisfy needs.
48. Example: Would you delegate the
conversation? conversationCompany – Relevant
Positioning
Customer - Relevant
I’m with Coverall Cleaning Services we’ve been in
business 25 years and have over 1,500 franchise
locations.
I’m with Coverall Cleaning Services and we are calling Medical
Facilities Managers to find out whether you feel your after hours
cleaning services are contributing positively to your patient and staff
safety objectives.
We are the leader in healthcare cleaning, providing
services to cover 8,000 medical facilities
A recent CDC study indicated that of the infections caught inside
healthcare facilities by patients and staff, 1/3 were due to improper
disinfecting and cross-contamination due to poor cleaning
techniques. Were you aware of that?
We’ve led the way in adopting the latest cleaning
technologies such as micro-fibre, multi-coloured
cleaning tools, flat mops and back-pack vacuums,
as well as P&G hospital-grade chemicals that help
us provide a healthcare quality clean.
What if you could leave work each night with complete confidence
that your after-hours cleaning service personnel are trained, certified
and following proper disinfecting process as well as using the latest
tools and techniques proven to reduce cross-contamination
How satisfied are you with your cleaning service?
Are you getting the value you want for the price?
How might this help you with your goal of ensuring your facility is
doing all it canto ensure patient and staff are safe? What impact
could it have if you weren’t sure of these things?
Can we get 10 minutes of your time to measure
your facility and give you a quote and see if we can
do better? There is no obligation.
Coverall Cleaning uses micro-fibre technologies in its cloths and
mops instead of cotton and wet mopping. Studies show we can
reduce bacteria by 99% compared to 30% with traditional techniques.
In addition, our multi-colour cloth and mop system has been proven
to help avoid cross-contamination. Basically it means that no longer
will your cleaners mistakenly wipe off your phones with the same rag
they use to wipe off the toilets.
Based on our measurements, we’ll be able to give
you an immediate quote to see if we’d be a good fit.
If you sign up that day, we can even offer a special
Can we get together for 30 minutes to assess your after hours
cleaning approach and then provide you with a recommendation for
ensuring you are maximizing the positive impact on patient and staff
52. Placing your customer at the centre
1. Brand messages do not
reflect desired customer
conversations
2. Communication tools do
not match the consultative
buying cycle
3. Brand content is not
presented to sales people in
the way they want to learn.
Customer relevant messages
Messages for and at key
moments
JIT access.
55. Placing your customer at the centre
1. Brand messages do not
reflect desired customer
conversations
2. Communication tools do
not match the consultative
buying cycle
3. Brand content is not
presented to sales people in
the way they want to learn.
Customer relevant messages
Messages for and at key
moments
JIT access.
56. Situation Relevant Access
1. What Market
Administrative
Engineering
Manufacturing
Financial
Services
Education
Healthcare
Retail
Call Centre
Accounting
2. Select a Decision Maker
Chief Financial Officers
Business Line Supervisors
Directors of Human Resources
3. Identify the key Objective
Improve the quality of candidates for temporary
positions
Provide quicker placement (‘Fill rate’)
Reduce turnover of temporary staff
Speed ramp-up and productivity
Improve temporary staffing process management
Manage cost of temporary staffing support
Enable staffing vendor consolidation to save money.
57. We need to reduce turnover of temporary staffRelated challenges
Getting temporaries that are not a good fit with the assignment or
culture
Temporary staff doesn’t have a broad enough skill set to flex with the
job
requirements
Temporaries are too easily lured away before finishing the job.
In fact:
It costs up to 30% of a positions first year salary to replace and retain
after
turnover – not including the time, frustration, and potential de-
motivation
of other employees who are affected by turnover.
Probing questions
Are you struggling with temporary administrative staff who are unreliable, unhappy with their
assignments, a poor cultural fit, or who leave too quickly for better job offers?
How does frequent turnover of temporary staff impact your company in terms of training and re-
training
time? Customer continuity? Morale of other employees?
What is your best method for recruiting temp employees? Are you usually hiring to fill a
temporary
position, or hoping to find someone who will fit the job and culture as a long term employee?
Proof:
ABC Global – Glos.
Reduced staff turnover
from 75% to 5% in their
call centre
We need to “reduce turnover of temporary staff”
Our Insights:
• Pre-Screening &
Assessment
•Realistic job previews
•Free skills training
•Stay put bonuses
58. We need to reduce turnover of temporary staffDiagnostic Questions
How often do you find that administrative or temporary employees
do not have the proper skills for the position?
What do you do if a temporary person is not a good cultural fit for
your work environment?
What impact does that have on supervisors who struggle with temps
who are unhappy or unreliable?.
Solution Scenario:
What if you only received candidates that had passed a rigorous pre-
screening process matching their skills and personality to the position?
Value Creation Statement:
Our Pre-screening and Testing process thoroughly assess and qualify the candidate that’s
the best fit for the job.
Proper screening and testing has been shown to lower turnover by 4x in the first 90 days.
What do you want to do?
Conversation starter
Appt setting script
Solution brief
We need to “reduce turnover of temporary staff”
Our Insights:
• Pre-Screening &
Assessment
•Realistic job previews
•Free skills training
•Stay put bonuses
59. The Message Process
1. Brand messages do not
reflect desired customer
conversations
2. Communication tools do
not match the
consultative
buying cycle
3. Brand content is not
presented to sales people
in
the way they want to
learn.
Customer relevant messages
Messages for and at key
moments
JIT access.
61. Mass Advertising Theory
More choice
Less time
Ignore.
The model no longer works
Buy ads get
increased
awareness /
distribution
Sell more
products
Buy more
ads
Make more
profit
62. Viral Marketing Theory
Remarkable
Hard to ignore
Not
spamming.
Start small and watch it grow
Make
something
WORTH
TALKING
ABOUT
Tell someone
who
WANTS TO
HEAR
from you
Get
PERMISSIO
N to tell them
about your
next fashion
They do your
MARKETING
for you
63. Steal or Grow
Target people that have decided to buy?
Create and grow the market?
64. Who says what to who...
85% - tell 10 people
13% tell 20 people
2% make it a life long goal.
71. Pre-web
Mainly printed collateral & Face2Face
Printed Advertising
Brochures, newsletters, leaflets
Media Relations & PR
Direct Marketing
Market Research
Events, Exhibitions, Conferences etc.
STILL IMPORTANT BUT....
72. Web 1.0 (Mid 1990’s)
First generation websites
Static pages
Html brochure ware (later PDF)
Limited interaction with site visitors
Some integration
with email.
73. Web 1.5 (Late 1990’s)
Shared drives
Intranets
Extranets
STILL MAINLY INFORMATION
CENTRIC
74. Web 2.0 (Social Media)
Primarily Internet & Mobile based tools
for people to share and discuss
information.
People having conversations on-line
Also Enterprise Media (Social Business)
78. The shift
Was
B2B
B2C
One to many
Monologue
Control of message
Control of media.
Increasingly
B2C2B
B2I2C
Many to Many (C2C)
Dialogue
User generated
content
User self publishing.
79. Lessons Learned
Start Small
Invest wisely (low to no cost)
Manage expectations
Identify issues, the respond
i.e. blog for a reason, not just because you can
Spread the risk (who will survive)
Monitor and moderate
Bans don’t work (but you can get the sack!)
Cant ignore it.
80. Technology and its impact
Website
Google
CRM
Email
Blogs
Professional Networking.
85. Email
3x ROI of traditional marketing efforts
More likely to get a response to an email than by phone
- even if you have a relationship
Approx. 146m adults use email every day
82% of marketeers consider email their most important advertising
tactic.
Personalising emails and segmenting your audience more than
doubles the effectiveness of your email efforts., yet only 4% of
marketers engage these tactics.
Email has reached 32% of total market penetration, topped only by
TV which has 39%.
Source: Sell Smarter – Embrace Sales 2.0
Justyn Howard
89. Reasons to get on LinkedIn
Shy?
37m business professionals currently belong (26m more than in
2007)
100,000+ new busines professionals join weekly
Average user is 39yrs old and earns $139,000 pa
Average experience level ogf LinkedIn users is 15yrs
All Fortune 500 & FTSE 100 companies are represented at
executive level
The average Harvard Bsuienss School graduate has 58
connections
The average Google employee has 47 connections
Membership includes 89,000 CEO’s and approx 750,000 C level
executives
Reserach, Find, InMail, Jobs, Questions, Companies, Recommends
93. Summary
Theory
What marketing is and why it is important, Segmentation, 4 p’s,
SWOT
Creative
Bringing sales & marketing closer, Message, Who to speak to and
When
Technology
How it can help us, particularly in networking WOM & selling
smarter.