Marketing Presentation 8/09

MARKETING FOR RESULTS
What you need to know

Insanity:
“doing the same
thing over and over
again and expecting
different results.”
Albert Einstein

Copyright © 2009 Messer and Company, Inc. All Rights Reserved.

Why do we need to
market?

“A good reputation is no
longer enough to
attract new business.
business.”
The New York Times


In today's economy
today s

Opportunity!


So,
So what is
marketing?

Marketing vs Selling
vs.
Marketing
M k ti Selling
S lli
Who are we? Creating new
Who/what is our clients f
li t from th
the
market? leads generated
How do we in the marketing
communicate? effort.

Measure Measure
success by thee y
success by
number of leads new revenue.
generated.


How to get results
Marketing requires commitment
Everyone in your firm markets
markets…
some just don’t know it!
Put it iin writing!! D
P i i i !! Develop an
l
annual marketing plan with
specific goals.
The plan should be approved
and acted upon by management


“ What I mean is that
marketing knits the whole
organization together… While
technology is still important,
h l i ill i
the consumer has to lead
innovation… everything spins
off the consumer ”
consumer.

Harvard Business Review
Interview of Phil Knight


1,000,000
1 000 000
2,700
,


Marketing for Results
“It's not about telling and
selling. It’s about starting
lli I’ b i
conversations and solving
problems”
Jim Stengel
Chief Marketing Officer
Procter & Gamble


DIFFERENTIATE OR DIE!


Who are we?
What do we do well?
Wh d d ll?
Competitive advantages
p g
What need do we fill in the
market place?
Competition
How do we want to be
perceived?
Image, brand and message


Who are we?
Research
Survey your employees
Get feedback from your clients
Interviews or focus groups
Ask referral sources
Review all your marketing
material
Get some help to look inward


“We are not in the coffee
business serving people,
people
we are in the people
p p
business serving coffee”
Howard Schultz – CEO
Starbucks Coffee


Identify your targets
Who or what is your target
market?
They will compare your
reputation,
reputation your technical ability
ability,
your strategies and your price.
Friendly relationships are not
enough they want more
(relationships are still important!)


Understanding the generations
Baby Boomers 1946 1964
1946-1964
Generation X 1965-1979
Generation Y 1980-2000


Who needs what we offer?
Develop a client model
model.
Be specific.
Understand your target market.
What do they want?
How will they find it?
What will motivate them to take
action?


“Birds of a feather
flock together.”


How do you determine what
they want and how they’ll find
y y
it?
Ask and listen (research)


Research
Analyze y
y your current clients.
Conduct focus groups or surveys.
What are new prospects asking
for?
Market
M k t researchh
Use Social Media


How do we communicate?

Created using Wordle.net



Things to keep in mind
when selecting your
communication tools



YELLING
iis no llonger effective!
ff ti !

People want the opportunity to
COMMUNICATE.


Top 3 reasons people buy

1. Referred - Reviewed – Recognized

2. Specialization

3
3. Proactive
oac e


Interact within the
network, both online
and offline


The Law of the Few

10% influence the
purchasing behavior
g
of the other 90%


91%
% of people
are likely to buy
based on a
recommendation


Some Statistics

Median age of a…
Twitter user is 31
Facebook user is 26
LinkedIn user is 40

Source: PEW Research Center


Some Statistics

One third (35%) of American
adult internet users have a profile
on an online social network site,
four times as many as three
f ti
y
years ago.g

Source: PEW Research Center



BALANCE

Market
Effectiveness Expectations


Message development
Differentiate or Die!
Offer something different
g
Area specialty
Competitive advantages?
C titi d t ?
What value do you offer?
Memorable?


Message development

Why
Wh iis your service i
different and useful
useful…
not just better?
j


Your brand

“A brand is a name or
A
symbol used to identify
the source of a product
or service ”
service.


Your brand
A strong brand can add
significant value when it is well
g
recognized and has positive
associations in the mind of the
consumer.
Consumers are drawn to buying
a strong brand and often happily
pay more over a “generic.”


vs.


Which one would you
do b i
d business with?
ith?


Act on your plan
Acting on the plan separates
the dreamers from the doers!
Develop goals and measure
your success.
success
Set deadlines.
Have a system to monitor
activity and results
results.


Questions?


Thank You!
a ou

Wade Messer - 858.674.6604
wmesser@messerandcompany.com
wmesser@messerandcompany com
http://www.linkedin.com/in/wademesser

Dean Isaacs - 858.674.6604
disaacs@messerandcompany.com
www.linkedin.com/in/deanisaacs
twitter.com/deanisaacs


Marketing Presentation 8/09

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