How to Build an Annual Marketing Calendar for Your Copier Dealership
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One of the best ways to ensure success in the new year is to create a marketing calendar. This master plan will help make sure you fully optimize your events, promotions, and online marketing throughout the year. Join Darrell Amy and Jon Mitchell from Dealer Marketing as they discuss how they assemble Dealer Marketing's annual plan. You'll leave with a template to build your dealership's 2017 marketing calendar.
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How to Build an Annual Marketing Calendar for Your Copier Dealership
- 1. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS How to Build an Annual Marketing Calendar for Your Copier Dealership Darrell Amy Chief Innovation Officer Dealer Marketing Jon Mitchell Client Marketing Director Dealer Marketing
- 2. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS challenge How can you transform good intentions into measurable results? What are the top challenges you face when it comes to executing on your marketing plan?
- 3. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Goals
- 4. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS today How to build a complete annual marketing calendar to support your sales efforts How to build a complete annual marketing calendar to support your sales efforts
- 5. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Annual marketing calendar
- 6. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Smart goals SS MM AA RR TT SPECIFIC MEASURABLE ACTIONABLE REALISTIC TIMED
- 7. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS goals Business goals 1. Grow revenue by $__ million 2. Add __ net-new clients per month. 3. Increase Managed Services revenue by $__ per month Marketing goals 1. Generate __ leads per month 2. Increase website search traffic to __ visitors per month 3. Sales reps post to LinkedIn an average of 20X per month 4. Launch a new website in Q2. 5. Build a new scripted initial presentation by spring break.
- 8. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS GOALS
- 9. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Marketing calendar Annual Calendar Annual Calendar Monthly Cadence Monthly Cadence A 12 month project planA 12 month project plan A list of items that need to happen every week/month A list of items that need to happen every week/month
- 10. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Annual CALENDAR Your 12-month Project Plan
- 11. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS events What types of events are you planning to run in 2017?
- 12. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Event promotion ideas
- 13. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS 1. Rethink social media
- 14. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS 2. Use an event platform • Make it easy to sign up • Use promotion tools • Automate reminder emails • Streamline check in
- 15. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS 3. Consider webinars • Choose specific topics/markets • Invite Subject Matter Experts • Record the event so you can use it going forward
- 16. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS projects
- 17. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS promotions • Seasonal Promotions • Blitzes • Non-Profit Promotions
- 18. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Annualcalendar What projects would you like to accomplish in 2017?
- 19. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Monthly cadence A Plan for Consistent Execution
- 20. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Monthly cadence
- 21. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS HOW TO STAY RELEVANT WITH GOOGLE
- 22. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS 94% of buying decisions begin online Digital content IS becoming a deal breaker for consumers who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Digital content IS becoming a deal breaker for consumers who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. Acquity Group, 2014 B2B Procurement Study
- 23. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS content Do you consistently blog at least 4X per month?
- 24. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Website maintenance • Touch each of your pages once every 90 days • Review your calls to action • Update your product catalog
- 25. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS 84% of C-level/VP executives surveyed use social media to make purchasing decisions. IDC Social Buying Meets Social Selling April 2014
- 26. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS A workable social rhythm TWITTER LINKEDIN PAGE FACEBOOK GOOGLE+ FREQUENCY Multiple Times per Day Several Times per Week Several Times per Week Several Times per Week CONTENT Links to Blog Tech Articles Like/Retweet Local Sources Office Humor Thought Leadership Links to Dealer Blog Photos of Employees Charity Events Clients Office Humor Mix of Photos and Content from LinkedIn
- 27. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS social • Social Listening • Inbox Monitoring • Follower Building
- 28. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS buffer • Use automation tools Which social media platforms will you actively manage in 2017?
- 29. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Search engine optimization
- 30. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS seo • Review Reports • Directory Management • Online Reviews
- 31. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS reviews • Ask for reviews following service calls – Ask for reviews when you get a 9.0 Net Promoter Score • Have a sales contest
- 32. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Sales support • Field Ride • CRM Maintenance • Lead Assignments • Deal Analysis
- 33. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Monthly cadence
- 34. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS In-house or outsource? In-house Requires a local presence • Social Listening/Engagement • Case Studies • Events • CRM Maintenance Outsource Requires repetition or expertise • Website Development • Graphic Design • Content Creation • Social Content Updates • Search Engine Optimization
- 35. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS Monthlycadence
- 36. www.dealermarketing.net 214.224.0050 WE HELP DEALERS WIN NET-NEW BUSINESS AND PROTECT THEIR CURRENT ACCOUNTS NEXT STEPS How can we be helpful?
Editor's Notes
- Purpose – So just to drive the point home and then will take a look at strategy, Acquity Group did a procurement study in 2014, and they found that 94% of buying decisions begin with online search. That's nearly 100% that begin looking in Google. Their study said that digital content is becoming a deal breaker for consumers who are looking for information online, and companies that aren't there with answers to prospects questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions. So as we’re talking with clients now, we working to help them get found online, and making sure that when they do get found that they get found with helpful information that answers the buyers questions.
- Purpose – The other data point before we look to the strategy that really grabbed my attention was this IDC survey. I find this data – if it weren’t from IDC – I would find it really hard to believe. What they discovered in their survey of C-level decision-makers is that 84% of them said that social played some part of the purchasing role. What that tells me is that even if this data is high, even if it's only half true, you need to get involved in social. More from the IDC Study: Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online networks are the number one preference of buyers. Sales professionals are advised to pay attention to this trend. The rise of digital communications has already eroded the opportunity to sell face to face. For example, IDC's 2012 IT Buyer Experience study reported that an average of nearly 50% of the purchasing process for technology solutions is complete before a salesperson becomes involved. Reduced face-to-face time is not the only change salespeople need to worry about now. Relationship building, referrals, and recommendations are also shifting online. To succeed today, sales professionals must answer their social phones.