The document discusses evaluating marketing strategies to achieve results. It addresses questions to consider about target markets, demographics, and opportunities. It then summarizes different marketing approaches like public relations, marketing, advertising, and sales. For each approach, it provides examples of relevant tactics and how to assign resources. It emphasizes the importance of research and strategic planning. The document concludes by discussing evaluating the marketing process and some examples of marketing campaigns, technology to support efforts, and typical consulting projects.

1. Evaluating Marketing
Strategies to Achieve Results
March 18, 2004
dawny@aspectx.com
www.aspectx.com

2. Getting the Word Out
• Four Basic Food Groups
– PR
– Marketing
– Advertising
– Sales

3. Take Stock: The Questions
• What are the market trends in your industry today?
• What are the demographics of your target
audience? Buying motives? Consumption
patterns?
• Are there up sell opportunities not being tapped?
• Where will your core market be in the next six to
nine months?
• What is the hottest potential market in the next six
to nine months related to your target audiences?

4. Public Relations
•The art of
• Useful in a Call to Action communicating with
specific groups to
• Building a Brand inform and educate
• Expert Status effectively to create
a positive opinion.
• Launch of Product or Service
– Event Planning
• Trade Shows, Seminars, Special Event Tie-Ins
– Media Relations
– Incentive Programs
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

5. Find a Good Chef
>>>>Assign Resources to Marketing and
Public Relations.
• Internal or external staffing is required to support
sales efforts.
• These are not secretarial duties to be done in-
between other critical assignments.
• Note: Marketing responsibilities are never more
critical than prior to and during product
launches.

6. Marketing
Defined activities
• ASPectx believes that solid designed to support
specific strategy for
marketing plans begin with an organization or
corporation with
defining your target audiences and purposeful tactics to
produce tangible
reviewing sales objectives. results
• Research.
• Strategic Planning.
• Tactics.
• Execution.
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

7. Advertising
Advertising is the
• Talk one-to-many and be nonpersonal, paid
communication of
persistent in key media of interest information. It is
persuasive in nature,
to your target referring to
products, services or
ideas by identified
– Newspaper ads sponsors
– Billboards
– Radio and TV
– Online sponsorships, targeted email
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

8. Sales
Activities
• Usually involving involved in selling
goods or services
interpersonal exchanges to
convince or sway for a final
purchase
To Get to Closing: Personal
relationships (PR) and/or a
combo plate of PR, Marketing,
and Advertising activities
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

9. Timing of Initiatives
• “That Depends.” Tell Me More.
• Answer basic questions:
– Target Market
– How Does This Target Market Receive Info
– Uniqueness or Value of What You Are Selling
– What Business Phase are You In?
• Startup New Product Rebranding

10. Avoid the “Just Pizza”Approach
• A Mix of Activities
Can Get You to Revenue & Profits
• Get some of all your
food groups
Delicious,
But Not
Nutritious

11. Solid Business Growth
• Dream Within Your Known Budget
– Identify Achievable Results/Set Goals
– What will be considered success on getting the
word out? Product awareness, sales leads,
testimonials, a new distribution channel,
educated sales reps, internal company
acceptance

12. Common Mistakes/Real Stories
• Name Change Issues—Signature Insurance
Group
“The Case of the Missing Newsletter”
Existing Clients Count

13. Bell Ceramics
• Case of a similar logo from a competitor
(Clermont, Florida)
– The Public Relations Question
“The Case of a Better Plan”
Improve Your Distribution Channel/Template It

14. Microdyne
• Reverse Merger Issue and Software solution
vs. Hardware
• “The Case of Replacing Jargon with
Meaningful Assertions”
Just Because It’s in a Trade Mag
Doesn’t Mean Anyone Understands You

15. NKL Cash Handling
• Presumed clients wouldn’t share data from
their installations for PR
“The Case for the Case Study”
Ask your clients to support your company
through telling their story—testimonials
work

16. No Comment/No Good
• In a crisis situation—Prepare your
statements with a dose of reality and truth
Example: Ocala/Marion County Tourism
Development Council, Enron, Gov. Patton
“The Case of Deciding
What Is the Company Line”

17. Pre-Launch Planning
• Make Sure You are Ready to Talk
– Map out what you see as the sales cycle
– Do you know your company’s
“story?”>>(make sure all team players do)
– Standardize materials or be prepared to look
like you represent 3 different companies

18. Putting It All Together
• "Oh no, I haven't failed 5,000 times. I've
succeeded in finding 5,000 different ways that you
cannot possibly build a light bulb."
– - Thomas A. Edison, on his progress during the quest
for the incandescent electric lamp
• Take the attitude of Mr. Edison:
Instead of becoming frustrated with selling and
thinking you've failed to do what works, realize
that you've been successful in finding things that
don't work. That leaves what does work.

19. Cliff Notes
• Page 3 Section 10.2 Marketing Program
• Page 7 Section 10.5 Marketing Budget
• Page 11 Section 10.8 Evaluation Process

20. Tech to Support Efforts
• Email campaigns: Exacttarget.com
• Surveymonkey.com and Evite.com
• Spam filtering—ipop and Virusgard
• Search engines: Copernic
• Webcasts: MShow

21. Marketing Campaigns, Web
Content, and/or Collateral
• Representative Clients:
GE Appliance and Industrial Group;
Greenebaum, Doll & McDonald; Belcan Corp.;
TransDigital Solutions; KAIRE; iPop
As A Consultant’s Consultant: Subcontract to
local ad agencies on marketing plans, web
content, and public relations for their clients,
including Price-Weber, Current Marketing, Paul
Schultz Advertising etc.
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

22. Typical Projects
• Short-term or Long-Term PR—local, regional,
trade press, international targets
• Case studies, white papers, web content
• Marketing Plans-3, 6 or 12 mth programs
• Seminars and Speaking Circuits
• Research/Defining Competitive Advantage
• Sales Development Tactics
• Sales Introductions and Material Development
• Business Plan Updates and Rewrites

23. Technology Solutions
• Technology Assessment—Qualified Team
Approach
• Web Consulting for clients of all levels
• Internal Briefings on Technology Options
Representative Projects: Orr Safety, ACBL,
Kentucky Society of CPAs, Directec, Nutech
Solutions
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364

24. Miscellaneous
• Freelance Writing: Louisville magazine,
Snitch, Sap.com; FairCount International,
Electronic House, Information Today,
Executive Magazine etc…
• Organizer of Conferences and Seminar
Programs
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364