The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC

1. Secrets of the
Marketing Pros
Brought to you by:
Green Bay Area Chamber of Commerce

2. Tom Clifford
Director of Digital Development
HC Miller

3. Engagement
• Be Yourself
• Build Personal Relationships
• Listen

4. How Do You Engage?
• Tweet-ups / Meet-ups
• Blueberry Hill
• Commenting
• Sharing Content
• Facebook
• Blogs

5. Take Risks!
• Try Something New
• Video Blog
• Podcasting
• Formspring / Quara
• Digg
• Meet Meme Cards
• Make Mistakes

6. Differentiate Yourself!
• Everyone is making Widgets
• What makes You Special?
• Thought Leader
• Write white papers
• Reviews
• Blog Posting

7. Susan Finco
Owner and President
Leonard & Finco Public Relations

8. Managing Your Social Media
Know what you’re using and why

9. Managing Your Social Media
Integrate your social media tools

10. HootSuite

11. Managing Your Social Media
Be spontaneous, but plan ahead

12. Media Relations Made Easy
Understand the media

13. Media Relations Made Easy
One newsworthy item a month

14. Media Relations Made Easy
Don’t simply do a news release

15. Secrets of Crisis Management
Have a plan

16. Secrets of Crisis Management
Act quickly, but not instantly

17. Secrets of Crisis Management
What people want to know
 What happened
 Why it happened
 What you’re going to do about it

18. Patrick Hopkins
President
Imaginasium

21. Identifying & responding
to “Pain Points”
1.]
 What’s the challenge?
(The assignment)
2.] Whose perceptions matter?
(Target audience)
3.] What’s going on?
(Research)
4.] What do people think?
(Current perceptions)

22. Aligning your team around your
brand
 Boardroom to the Switchboard involvement
 Explore…company, industry, competition, customer segments, brand
emotional & rational perceptions of employees/customers/
industry/community.
 Identify what winning looks like (Goalposts)
 Wish/Granted…impact the operations
 Basic Tenets…Start at the top, every opinion counts, show how they
fit, win hearts & minds, train for change, tell the world (long term), stay
brand focused.

23. Align your team around your
brand
4.] What do people think?
(Current perceptions)
5.] What are you really?
(Facts)
6.] What should people think?
(Desired perceptions)
7.] What will you tell them?
(Value propositions)

24. Creating Engaging
Experiences
8.] How will you speak?
(Tone, brand, delivery)
9.] What’s the rally cry?
(The one thing)
10.] How does it look to the world?
(Creative direction)
11.] How’d it do?
(Measurement of success)

25. Fluid Brand Audiences
How do you feel?
It’s outside the old
traditional thinking of
consistency in building a
brand.
Brand
Instead…
It drives for consistency of
response with a wide
variety of audiences.

26. It’s All in the
Packaging
Sight
Hearing
Touching
Smelling
Tasting

27. Design the
Experience
Involve all departments
Chart the touchpoints
Avoid Kmart
Pursue Disney, Starbucks, SuperBowl
Think like John Deere

28. Robert Jahnke
President & Visionary Marketing & Advertising Consultant
Top Hat Marketing

29. “People don’t care who
you are until they know
what you can do for
them!”

30. Top 3 secrets to grow any
business!
1. There Are Only Three Ways to Grow a
Business
 More clients
 Increase transaction value
 Increase transaction frequency

31. Top 3 secrets to grow any business!
2. Easiest way to get more sales?
Re-activate old customers
5 top ways to re-activate
1. Loyalty programs
2. Follow up calls
3. Rewards for referrals
4. Coupons
5. Free give-a-ways

32. Top 3 secrets to grow any
business!
3. The fortune is in the follow-up
Follow Up Statistics
 48% of sales people never follow up with a lead
 25% of sales people make two contacts
 12% of sales people make three contacts
 10% of sales people make more than three contacts

33. Sales Statistics
•2% of sales are made on the first contact
•3% of sales are made on the second contact
•5% of sales are made on the third contact
•10% of sales are made on the fourth contact
•80% of sales are made on the fifth through twelfth contact

34. Secret
If 85% of sales people don’t follow up more than 3 times.
AND
80% of all sales are made on the 5th – 12th call, who
makes all the MONEY/SALES?
Less than 15% of sales people.

35. 1st two questions the top marketing
consultant would ask you!
1. What is your USP (Unique Selling Proposition)
 Wal-Mart “Save money. Live better.”
 Subway “Eat fresh. Live green.”
 McDonald’s “I’m lovin it”
 AT & T “Rethink Possibility”
 Clark Howard “Save more, spend less and avoid getting ripped off”
2. Life-time value of a client
one time sale, yearly sales and lifetime sales

36. Lifetime Value
To illustrate the concept of Life Time Value of a client, let's imagine you
are the owner of a hair salon.
Questions to ask:
1. How much do you charge per haircut?
2. How many times per year, on average, do clients get their hair cut?
3. How many years, on average, do clients stay with you?
4. What other products do clients purchase from you?
5. How much do you charge per product sold?
6. How often do clients purchase these products?
7. How many referral do you get per client?

37.  Formula:
$40 x 6 = $240 on visits
$20 x 3 = $60 other services
$300 per client per year
x 5 years = $1500
Plus 15 referrals in the 5 years
 Every new client is worth about $5,000 lifetime value if optimized

38. The right formula to get
advertising to work!
 Right Market
 Right Media
 Right Message

39. What are your clients
“hot buttons”?
Example: Construction Company
Show up when you say, work done on time, don’t charge
me more and do what you say you will do.
Example: Fencing Company
Same as above, plus my gates to work right, and stand
straight.

40. The right formula to get
advertising to work!
(Headlines are 20 times more important than anything else)
Example Headline:
Old ad:
2/3 bank financing on silver and gold
New ad:
If gold is selling for $300 per oz., send us $100 per oz. and we
will send you all the gold you want!
This increased response 500%

41. Diane Roundy
Director of Business Development
Schenck SC

42. Diane Roundy’s Top 3 Ideas
1. Cross media lead generation
2. Recognizing and embracing the skills and talents of
your entire team
3. 5 key networking tactics.

43. Cross Media Lead Generation

45. Common
Cross-media
Campaign
Elements

46. Recognizing the skills and talents
of your entire team
 Finders
 Minders
 Grinders

47. 5 Key Networking Tactics
 10 second elevator speech
 Can I follow up with you sometime?
 Following through on promises
 Name nightmare
 Wherever you are, whatever you are doing, you can be
networking