This document outlines an agenda for a marketing presentation. The presentation will discuss marketing challenges such as getting attention and improving ROI. It will also discuss opportunities for solving the marketing puzzle by knowing your audience, developing targeted messages, and considering a variety of marketing tactics and sources. The presentation will provide tips for prioritizing the source mix based on ROI and being creative.

1. October 21, 2010
The Gage
Chicago, IL

2. Agenda
1.Who are you?
2.Marketing Challenges
3.Marketing Opportunities: Solving the Marketing
Puzzle
4.Q&A

3. Who Are You?
1. Staff size
2. Staff role
3. Centralized or decentralized
4. Trade or individual
5. Membership size

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. • Marketing is a puzzle with lots of
moving pieces
– Audience
– Messages
– Products
– Tactics
– Budgets
– Staff resources
Solving the Marketing Puzzle

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. • 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. Solving the Marketing Puzzle

9. Solving the Marketing Puzzle

10. • Consider all possible sources
– Internal
• Newsletters
• Publications
• Customer service calls
• Website
• Outgoing products
• Trade shows
• Volunteers/Components
• Partnerships
Solving the Marketing Puzzle

11. • Consider all possible sources
– External
• Direct mail
• Advertising
• Email
• Web advertising
• SEO/SEM
• Trade shows
• Partnerships
• Social Media
Solving the Marketing Puzzle

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. • Four quick tips:
1. Be prepared
2. Proceduralize and set processes
3. Go for the ROI
4. Be creative
Solving the Marketing Puzzle

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