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© Günter Umbach www.umbachpartner.com 1
The Logical Steps
Succeeding with Know-how:
Making Marketing Work For You
Marketing-Strategy-Ubud-Gunter-Umbach
Marketing Strategy
© Günter Umbach www.umbachpartner.com 2
Opportunities
© Günter Umbach www.umbachpartner.com 3
Your Input
© Günter Umbach www.umbachpartner.com 4
Story
© Günter Umbach www.umbachpartner.com 5
Positive attitude
High commitment
Results orientation
Success Factors
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6
Prescription for Success
It's not important how much
you know, but how much
you actually implement
Knowing Going
…
© Günter Umbach www.umbachpartner.com 7
Transparent process with a series
of logical steps
Facilitating a consistent approach
Blueprint
© Günter Umbach www.umbachpartner.com 8
Adapt and fine-tune
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9
Success in the Market
Win and keep
customers
© Günter Umbach www.umbachpartner.com 10
Business Outcome
● Market share
● Revenue ("Sales")
● Cash flow ("Profit)"
© Günter Umbach www.umbachpartner.com 11
Money follows,
it does not lead
© Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12
Identify market and target group
Analysis
Stakeholder Mapping
© Günter Umbach www.umbachpartner.com 13
Targeting
Common mistake:
Focusing on the wrong target group
and chasing poor prospects
© Günter Umbach www.umbachpartner.com 14
Target Group
“Our offer can save $ 800 000 in
your employee benefits package
(which is part of your employee
total compensation package)”
Human resource people: Ø
Chief Financial Officer: “Let’s talk”
Based on as true story told by Jill Konrath
© Günter Umbach www.umbachpartner.com 15
Burning Problems
or "Paint Points"
Think Unmet Needs
Discover the customer's
real reasons
© Günter Umbach www.umbachpartner.com 16
There must be a good fit
between what your customer
wants (or needs) and the
stuff you offer
© Günter Umbach www.umbachpartner.com 17
No perceived
problem
You cannot
offer a solution
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18
Concise Short and to the point
Easily understandable
Endorsed by reliable sources
Repeated in a uniform way
Clear
Credible
Consistent
Something your Customers Care about
...
?
A powerful key message
© Günter Umbach www.umbachpartner.com 19
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
A Powerful Message
© Günter Umbach www.umbachpartner.com 20
ether gold
Attention
More
volatile
than
More
precious
than
© Günter Umbach www.umbachpartner.com 21
Make the viewer
curious and
interested
First Step
© Günter Umbach www.umbachpartner.com 22
Visibility is the
name of the game
© Günter Umbach www.umbachpartner.com 23
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
© Günter Umbach www.umbachpartner.com 24
Message
Nice attributes Solution
Impact
1
4
Problem
© Günter Umbach www.umbachpartner.com 25
What's-In-It-For-Me?
The Value You Provide
© Günter Umbach www.umbachpartner.com 26
A Powerful Message
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
© Günter Umbach www.umbachpartner.com 27
Unique Selling Proposition (USP)
Competitive Advantage
Deliver unique value
- Expertise
- Speed
- …
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
"Becoming a Category of One"
Joe Calloway
© Günter Umbach www.umbachpartner.com 29
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
© Günter Umbach www.umbachpartner.com 30
• Pilot study results
• Expert quotes
• Market numbers
• Human interest stories
• …
Validation
© Günter Umbach www.umbachpartner.com 31
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action•
© Günter Umbach www.umbachpartner.com 32
Ask for Action
CTA = Call to Action
What do you want
people to do?
© Günter Umbach www.umbachpartner.com 33
Engage
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
You want to make your brand
an object of interest
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35
Make Products Come Alive
To the rational aspect of the brain
you must add the emotional dimension
Feelings: Trust, Confidence …
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37
Brand vocabulary
Core messages
Modes of Expression
Verbal = Language
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38
•
•
•
•
Dictionary
The most important words
Forge your own identity
with the right vocabulary
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39
Zarathustra
Speak the truth, but
speak it pleasantly
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40
Words with
Positive interpretations
Optimistic connotations
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41
Staying healthy
at 50 plus
Fighting disease
in old age
- +
Campaign advocating
prevention measures for senior citizens
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42
Summary
Conclusions
Lessons learned
Results
Use Attractive Headlines
Analysis-




© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43
Even
Core Messages
Uneven
3__
Number of Bullet Points
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44
Modes of Expression
Numerical
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
911Sports car
French Perfume N°5
380European Airplane
US Airplane 747
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46
Easy legibility
Proven layout
Compelling images
Modes of Expression
Visual
Font Size
Charts
Typography
> 30 pt
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
Text
.............
.............
.............
.............
.............
.............
.............
Layout
Text
.............
.............
.............
.............
.............
.............
.............
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49
The Testing Cycle
Test
Adjust
Draft
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50
Work on content
before you worry
about the delivery
Content Marketing
A channel is
only as good
as its content
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51
Choose the communication paths
that your target audience prefers
Start a dialogue with your clients
Multi Channel Management
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52
Events
Networking
Influencers / Word of Mouth
Website: Great content, SEO
Newsletter / Blog
Audio / Podcast
Online Videos
Social Media: Facebook, Twitter, …
…
Channels
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53
- HTML-Text on Website
- PDF Version
- YouTube Video
- Audio / Podcast
Personal Example ("Blog")
Content
"Teaser" and Link to website
1500 subscribers of free newsletter
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54
Good Clients
receive the
following privileges
…
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55
Get out and do it
The Big Secrets
Get advice
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56
Wake Up
Morning
Make every day count
Alert
Act
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57
Even you will not know until
you spread your wings
Rise to New Heights
No one can
predict to what
heights you
can soar
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58
Free Tips and Ideas
www.umbachpartner.com
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59
Clickthrough
Rate
The Clickthrough Rate is the percentage of people
searching who actually click. If 100 people search,
and one person clicks through: 1% Clickthrough Rate
www.perrymarshall.com/google/day2.htm
Gogle Ads
Popular Ethernet Terms
3 Page Guide - Free PDF Download
Complex Words - Simple Definitions
www.bb-elec.com
Popular Ethernet Terms
Complex Words - Simple Definitions
3 Page Guide - Free PDF Download
www.bb-elec.com
0.1%
3.6%
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60
established
well-known
modern classic
old
- +
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61
disappointing informative
instructive
insightful
- +

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Marketing Strategy - Logical Steps

  • 1. © Günter Umbach www.umbachpartner.com 1 The Logical Steps Succeeding with Know-how: Making Marketing Work For You Marketing-Strategy-Ubud-Gunter-Umbach Marketing Strategy
  • 2. © Günter Umbach www.umbachpartner.com 2 Opportunities
  • 3. © Günter Umbach www.umbachpartner.com 3 Your Input
  • 4. © Günter Umbach www.umbachpartner.com 4 Story
  • 5. © Günter Umbach www.umbachpartner.com 5 Positive attitude High commitment Results orientation Success Factors
  • 6. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 Prescription for Success It's not important how much you know, but how much you actually implement Knowing Going …
  • 7. © Günter Umbach www.umbachpartner.com 7 Transparent process with a series of logical steps Facilitating a consistent approach Blueprint
  • 8. © Günter Umbach www.umbachpartner.com 8 Adapt and fine-tune
  • 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Success in the Market Win and keep customers
  • 10. © Günter Umbach www.umbachpartner.com 10 Business Outcome ● Market share ● Revenue ("Sales") ● Cash flow ("Profit)"
  • 11. © Günter Umbach www.umbachpartner.com 11 Money follows, it does not lead
  • 12. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12 Identify market and target group Analysis Stakeholder Mapping
  • 13. © Günter Umbach www.umbachpartner.com 13 Targeting Common mistake: Focusing on the wrong target group and chasing poor prospects
  • 14. © Günter Umbach www.umbachpartner.com 14 Target Group “Our offer can save $ 800 000 in your employee benefits package (which is part of your employee total compensation package)” Human resource people: Ø Chief Financial Officer: “Let’s talk” Based on as true story told by Jill Konrath
  • 15. © Günter Umbach www.umbachpartner.com 15 Burning Problems or "Paint Points" Think Unmet Needs Discover the customer's real reasons
  • 16. © Günter Umbach www.umbachpartner.com 16 There must be a good fit between what your customer wants (or needs) and the stuff you offer
  • 17. © Günter Umbach www.umbachpartner.com 17 No perceived problem You cannot offer a solution
  • 18. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18 Concise Short and to the point Easily understandable Endorsed by reliable sources Repeated in a uniform way Clear Credible Consistent Something your Customers Care about ... ? A powerful key message
  • 19. © Günter Umbach www.umbachpartner.com 19 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action • A Powerful Message
  • 20. © Günter Umbach www.umbachpartner.com 20 ether gold Attention More volatile than More precious than
  • 21. © Günter Umbach www.umbachpartner.com 21 Make the viewer curious and interested First Step
  • 22. © Günter Umbach www.umbachpartner.com 22 Visibility is the name of the game
  • 23. © Günter Umbach www.umbachpartner.com 23 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  • 24. © Günter Umbach www.umbachpartner.com 24 Message Nice attributes Solution Impact 1 4 Problem
  • 25. © Günter Umbach www.umbachpartner.com 25 What's-In-It-For-Me? The Value You Provide
  • 26. © Günter Umbach www.umbachpartner.com 26 A Powerful Message Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  • 27. © Günter Umbach www.umbachpartner.com 27 Unique Selling Proposition (USP) Competitive Advantage Deliver unique value - Expertise - Speed - …
  • 28. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com "Becoming a Category of One" Joe Calloway
  • 29. © Günter Umbach www.umbachpartner.com 29 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  • 30. © Günter Umbach www.umbachpartner.com 30 • Pilot study results • Expert quotes • Market numbers • Human interest stories • … Validation
  • 31. © Günter Umbach www.umbachpartner.com 31 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action•
  • 32. © Günter Umbach www.umbachpartner.com 32 Ask for Action CTA = Call to Action What do you want people to do?
  • 33. © Günter Umbach www.umbachpartner.com 33 Engage
  • 34. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com You want to make your brand an object of interest
  • 35. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35 Make Products Come Alive To the rational aspect of the brain you must add the emotional dimension Feelings: Trust, Confidence …
  • 36. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
  • 37. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37 Brand vocabulary Core messages Modes of Expression Verbal = Language
  • 38. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38 • • • • Dictionary The most important words Forge your own identity with the right vocabulary
  • 39. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39 Zarathustra Speak the truth, but speak it pleasantly
  • 40. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40 Words with Positive interpretations Optimistic connotations
  • 41. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41 Staying healthy at 50 plus Fighting disease in old age - + Campaign advocating prevention measures for senior citizens
  • 42. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42 Summary Conclusions Lessons learned Results Use Attractive Headlines Analysis-    
  • 43. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43 Even Core Messages Uneven 3__ Number of Bullet Points
  • 44. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44 Modes of Expression Numerical
  • 45. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 911Sports car French Perfume N°5 380European Airplane US Airplane 747
  • 46. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46 Easy legibility Proven layout Compelling images Modes of Expression Visual
  • 48. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Text ............. ............. ............. ............. ............. ............. ............. Layout Text ............. ............. ............. ............. ............. ............. .............
  • 49. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49 The Testing Cycle Test Adjust Draft
  • 50. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50 Work on content before you worry about the delivery Content Marketing A channel is only as good as its content
  • 51. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51 Choose the communication paths that your target audience prefers Start a dialogue with your clients Multi Channel Management
  • 52. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52 Events Networking Influencers / Word of Mouth Website: Great content, SEO Newsletter / Blog Audio / Podcast Online Videos Social Media: Facebook, Twitter, … … Channels
  • 53. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53 - HTML-Text on Website - PDF Version - YouTube Video - Audio / Podcast Personal Example ("Blog") Content "Teaser" and Link to website 1500 subscribers of free newsletter
  • 54. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54 Good Clients receive the following privileges …
  • 55. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55 Get out and do it The Big Secrets Get advice
  • 56. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56 Wake Up Morning Make every day count Alert Act
  • 57. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57 Even you will not know until you spread your wings Rise to New Heights No one can predict to what heights you can soar
  • 58. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58 Free Tips and Ideas www.umbachpartner.com
  • 59. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59 Clickthrough Rate The Clickthrough Rate is the percentage of people searching who actually click. If 100 people search, and one person clicks through: 1% Clickthrough Rate www.perrymarshall.com/google/day2.htm Gogle Ads Popular Ethernet Terms 3 Page Guide - Free PDF Download Complex Words - Simple Definitions www.bb-elec.com Popular Ethernet Terms Complex Words - Simple Definitions 3 Page Guide - Free PDF Download www.bb-elec.com 0.1% 3.6%
  • 60. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60 established well-known modern classic old - +
  • 61. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61 disappointing informative instructive insightful - +