This document outlines 13 steps for achieving marketing success. It provides detailed guidance on developing the right message, targeting the right audience, proving your value proposition, utilizing free advertising methods, staying relevant, fueling word-of-mouth, creating sales surges, leveraging new technologies, maximizing customer value, hiring experts when needed, and emphasizing constant change and improvement. Specific tactics discussed include developing compelling offers, leveraging testimonials and case studies, projecting the right company image, engaging in referral programs, keeping customers engaged through various touchpoints, and experimenting with new marketing approaches.

1. The Ultimate marketing plan2010

2. 13 Steps To Achieve Success 1. Putting together the right message 2. Presenting your message 3. Picking the right targets 4. Proving your case 5. Putting your best foot forward 6. Getting “free” advertising 7. Becoming “hot”

3. 13 Steps To Achieve Success 8. Poor boy marketing strategies 9. Maximizing total customer value 10. Fueling word-of-mouth advertising 11. Creating short term sales surges 12. New marketing technologies 13. Hiring & firing the experts

4. #1 - The Right Message Ultimate Marketing Secret #1 The Great USP! Why choose your business/product/service over the sea of competition? What are your core strengths? What are your core weaknesses? How to improve them? Make an “irresistible offer” so they’ll try you!

5. # 2 - Presenting Your Message UMS #2: Being CLEARLY understood! Be well organized Ignite interest ASK for action with all of your material UMS #3: Carefully and thoroughly eliminate all assumptions UMS #4: Ask for action, every time, in every presentation

6. # 3 - Pick the Right Targets The right geography The right industries The right demographics Match your message to your market Utilize your data sources the right way D & B, INFOUSA, EDA Build your ideal target list, stay after it!

7. #4 - Prove Your Case! UMS #6: Develop your message knowing that the recipients will stubbornly reluctant to believe it You must have a “preponderance of proof” Collect, store and use any data on your products, service and anything else that has value to the customer and work it into your message! UMS #7: Use case studies, images, anything that helps to tell the story Utilize Testimonials whenever possible!

8. #5 - Put Your Best Foot Forward You Get One Chance to Make A Good First Impression… Make it Count!

9. Put Your Best Foot Forward Question #1: Can you, in 10 words or less, describe the image you want to project “Clean & Organized”? “Professional & Courteous”? “Responsive and Caring”?

10. Put Your Best Foot Forward Question #2: Does everything contribute to projecting that image? Literature Website Facilities Response mechanisms Follow-up processes Personal service

11. Is Your Best Foot Forward? Answer honestly UMS# 8: Create image congruency; perception is reality whether we like it or not!

12. # 6 - How to get FREE advertising Join forces with other, complimentary organizations: Charities Churches Teams Member organizations

13. #7 – How to Become Hot Beware of fads and trends Keep ad/promo fresh and relevant UMS #9- Constant Change!

14. How to Become Hot Seven ways to get hot and stay hot 1) Promote new products, 2) New services 3) Tie into trends and news events 4) Tie into seasons and holidays 5) Tie into entertainment events 6) Piggy back on other fads, even if unrelated 7) Get Prestigious Recognition wherever possible

15. #8 – Poor Boy Marketing How to get customers without going broke! UMS#10: Capture caller ID at every opportunity! UMS#11: The telephone up-sell Group efforts and rewards, friendly competition UMS#12: Telemarketing after direct mail

16. Poor Boy Marketing Basic Business Philosophy: YCDBSOYA (you can’t do business by sitting on your ___!

18. Those that watch things happen…

19. Those that wonder what happened…?

20. #9 – Maximizing Total Customer Value Treat every customer as the most important asset you have REASONS CUSTOMERS LEAVE: 68% perceive company indifference! Educate employees about customer value

21. Maximize Customer Value UMS #13: Make the customer feel important, appreciated and respected Have an “attitude of gratitude” Greet the customer as a welcome, honored and important guest.

22. Maximize Customer Value Be able to answer questions quickly and knowledgeably Prevent policies from driving customers away Keep in touch CONSTANTLY!

23. #10- Fuel Word-of-Mouth Advertising Serve the customer properly, they’ll tell friends Engage fully in Social Networking If customers get only what they expect and deserve, that’s not enough!

24. Word-of-Mouth Advertising Actively survey and seek opinions from others about how well you do Customers, employees, distributors Have referral contests, engage employees! Display and convey your expectations!

25. #11- Create Short Term Sales Surges Summarize opportunities Seasonal promotions, financing programs, product specials Create compelling offers Trade-in specials, new products, “try before you buy” Newsworthy events or information Things that affect the customer well-being

26. #12 – New Marketing Technologies Use the internet and information management tools at every opportunity Customer portals, intranet, training of customers and employees E-newsletters: understand rules, regulations, subject lines, copy and style 21 rules to follow, but boy will the $ come in!

27. New Marketing Technologies Use your website with the goal of becoming a “favorite” site to visit News, information, trends that affect your customers Seasonal information Special offers Relevant information at all costs!

28. New Marketing Technologies The Word is Out: Equipment businesses can improve their use of technology! Understand all of the elements and how they can potentially work together Embrace the value of screwing up, cause you’re gooing do it A LOT! Every business should assign some time and money to outright, unashamed experimentation

29. #13- Hiring & Firing the Experts Understand internal resources Check ego and pride at the door Seek information on technology, skill sets required Be realistic about learning curves and timeframes to DO THINGS RIGHT!

30. Hiring & Firing the Experts How, when and why would you need help? Have you written a business plan, built a “road map” to get you where you want to go? Have you done a SWOT analysis? What is YOUR plan?

31. Hiring & Firing the Experts Ever heard of “outsourcing”? Big trend: National, international Basic disciplines normally consist of: HR duties, payroll, accounting, IT Now consists of: finance, sales, marketing Place value on creativity and experience in a certain field, it’s worth A LOT!

32. Hiring & Firing the Experts Clarify expectations up front Timelines, responsibilities, reality Give it a try Change and experimentation is a good thing! Fail and fire fast if “outsource partners” fail to meet expectations

33. Time for Action! Visit our resource section for additional material on marketing Feel free to contact us (or not) with any questions… We wish you success! www.equipmentfx.com