Where to start to build your marketing strategy. Your vision, mission, values. Who, What, Why

1. Your Business Marketing Strategy
Presenter Danielle MacInnis
www.macinnismarketing.com.au
1
!

2. What is marketing?
“ ...It is an integrated process through
which companies build strong customer
relationships and create value for their
customers and for themselves.”
Wiki
2

3. My background
Dan MacInnis
Speaker: Consultant: author: Podcast Host: Entrepreneur

4. Why are you here?
Hint: Have you got a burning
marketing question to ask? Now is
your chance!

5. Agenda:
• Goals
• Where are you?
• Your business Model
• Value Proposition
• Insight
• Target Market
• Brand Audit

6. 6
SOBO 2013 - successful companies did these things
60% more likely to reach their targets
Success Factors

7. Customer Centric Marketing

8. Audit Our goals Where are we now? Rank
Where would we like to
be?
Brand - stand out from
the crowd
1. Undifferentiated
2. Better than competition
3. Distinctly different
4. Truly Unique
Customer/ Market Focus
1. Reactive
2. Demographic
3. Situational
4. Behavioural
Financial
1. Unpredictable
2. Patchy
3. Steadily improving
4, Highly predictable
People
1. Struggling to attract and retain right people
2. Patchy - variable record of retaining key
people
3. Getting there - success in new hires. Getting
right people
4. 100% success in the right people on the bus
and happy productive
Pricing Strategy
1. Random
2. Considered
3. Market Driven
4. Value based
Behaviours and Values
1. No set communicated value or behaviour
system
2. Some conditions of acceptable behaviour
3. Values and behaviours communicated
4. Valued and behaviours embraced and
rewarded
Systems and processes
1. Weak systems
2. Core CRM
3.Aligned
4. Fully Integrated
Partners
1.Informal
2.Defined
3. Joint programs
4. Highly Productive
Marketing
Strategy

9. Audit
Our goals Where are we now? Rank Where would we like to be?
Customers
1.Informal
2.Defined
3. Joint programs
4. Highly Productive
Marketing
1. Random
2. Planned
3. Aligned
4. Integrated
Sales
1. Undefined, patchy
2. Documented
3. Enforced
4. Fully Embraced
Services
1. Random
2. Standard
3. Replicable
4. Highly Repeatable
Products
1. Random
2. Standard
3. Replicable
4. Highly Repeatable
Customer Support
1. Undefined
2. Documented
3. Enforced
4. Fully Adopted
Time commitment
1. Undefined
2. Documented
3. Enforced
4. Fully Adopted
Exit strategy
1. Not considered
2. Considered
3. Planned
Marketing
Strategy

10. Audit Wheel
Use a red pen to colour where
you are (1-4) and a black pen to
put where you would like to be.
1 2 3 4
Brand
Customers
Financial
People
Sales
Systems and
Processes
Pricing Strategy
Time Frame
Commitments
Service/Product
Portfolio
Customer
Support
Behaviours
and Values
Marketing
Marketing
Strategy

11. Marketing
Strategy
Your Business Strategy

12. Marketing
Strategy
Your Business Strategy

13. Passion and Purpose
• How do you want your life to feel on a
day to day basis?
• What don’t you want?
• How do you want to be remembered?
• If you no longer had to work how would
you spend your time?
• What are your greatest strengths?
• What are your greatest weaknesses?
Personal Aim: To create a
relationship with the world that
is about my learning and
journey.
Company Aim:To build
companies that move towards
humanising serivces
Personal Aim: What is the personal aim of your
business?
Company Aim: What is the larger company aim?
Marketing
Strategy

14. Passion and Purpose
Marketing
Strategy

15. Your Vision
What do we want to be known for? What space in
the customer mind do you want to own?
Our Vision (what do we want to be known for)
We want the customers to love us and find us irreplaceable by
having a customer centric approach. We strive to provide the
sort of insight, marketing genius and value that makes us the
stand out choice for you as business. We achieve this by
consistently demonstrating our commitment to our values.
Through the Strategic Service Design Process – to create a
customer centred mind set so that companies can use empathy
to make better business decisions. To be recognised as the
leader in creating this movement.
“ If you and your team aren’t
excited by it, you can’t
expect
your customer to be.”
SIR RICHARD BRANDSON.
T2 is cherished by tea
devotees all over the
world – it’s the tea that
thousands of people start
and end the day with.
Marketing
Strategy

16. Your Mission
Mission: (single minded focus of a goal) Mission statement –
real they smack you in face – where are you going? How
do we intend to win in this business?
2011
Our mission is to have 10 core customers in the professional
services by the end of 2011 and to be providing a high end DYI
system to over 100 small businesses via TSMS To achieve this
mission we will have to be selective about who we choose to
work with and will need more people and infrastructure
resources.
2015
My mission is to teach small service based businesses in Australia
a Customer Centric Marketing approach so they can create a
brand that is loved by employees and customers. By 2020 the first
Customer Centric Hub will be built for innovating customer
centric service design.
What do we want to be
known for? What space in
the customer mind do you
want to own?
It is a GPS for our business
Why what and how in 3
yrs?
Marketing
Strategy

17. Values for Susan’s
Marketing
Strategy

18. My Values
Values
Empathy – caring, listening, acting in a way that is
authentically in the best interest of customers
Insight – Cultivating a culture where insight is golden and
assumption is the opposite direction.
Innovation and IT – to move us towards humansing service
as an enabler not a replacement.
Sharing Knowledge - educating and communicating
information with with staff and customers to collaborate for
better outcomes
Creativity and fun - brainstorming, thinking outside the
square, enjoying the process and constantly collecting
great ideas
Try to use the pay it forward principles It begins with doing a
favour for another without feeling like reciprocity rules
apply.
Personality
Fun, creative, easy going, young
at heart, social, caring,
supportive, thoughtful, analytical,
strategic, big picture thinker,
honest, giving, inspiring,
dependable, responsible, real,
exploratory
Brand
Strategy
Marketing
Strategy

19. Stockdale’s Values
Marketing
Strategy

20. Your Values
Marketing
Strategy

21. Your culture
part of your brand
Our culture (who are we our brand
personality traits)
• we are a small business that is
nimble and lean
• "we eat our own dog food" and
practice what we preach
• We are resourceful and thoughtful
• We have customer satisfaction at
our core. If you aren't happy, we're
not happy. We measure customer
happiness, we act dissatisfaction
quickly and we continually try to
improve our opportunity to WOW
you.
• We believe our customers and
employees
• We are fun to work with
• Describe your company culture
• How does it feel, look, act?
• How do people relate to each other?
• How do people work together?
• How do you communicate?
“ Your employees actions can
make or break your brand.
Building a strong culture goes
beyond employee manuals, it
is all about creating powerful
experiences for your customers.”
Brand
Strategy

22. Target ideal customers, not
everyone
You want your
ideal customer
to say:
“That’s for
me”
• Where do most of us have our focus most of the time?
• Our problems, issues, challenges, predicaments, worries, and
pain are where we are focused.
NEWSFLASH:
It is not
about YOU.
It is about
THEM.
Marketing
Strategy

23. Step into your
customers shoes
What is their problem, issue or challenge? Set your mindset
to think "What is in if for me FM?
Marketing
Strategy

24. Your Ideal Customer
Not every one with a pulse!
Tip: set up online survey, and ask
customers about your service, how
they found you etc
Who works with us?
The ideal client for us is a service based company that is ready and
motivated to work on their business. They understand that marketing
not a short term turn on once off event but an approach to business.
Clients are most likely to succeed with us if they work through The
Simple Marketing System. They need to focus on the goal of want
getting solid long term results which is to attract ideal customers
consistently.
Characteristics of our ideal client:
• Motivated and enthusiastic
• Willing to make a difference
• Have high Integrity
• What to learn and grow
• Can commit the time to do the pre-work for each workshop
Niche 1. Professionalservices CoachesHRConsultantsITMarketing
Managers that are too busy (MacInnis Marketing consulting
Niche 2 Spa - Day Spa Beauty SalonHair and Beauty Salon - Marketing
planning commencing (Beautybizmarketing.com.au)
Niche 2. - DYI small Businesses (The Simple Marketing System)
http://upcloseandpersona.com
Marketing
Strategy

25. Your Ideal Customer
Not every one with a pulse!
Tip: profile your top customers from
your existing database and see what
they have in common
Who works with us?
The ideal client for us
Characteristics of our ideal client:
http://upcloseandpersona.com
Marketing
Strategy

26. Marketing
Strategy
Customer Insight

27. Your Value Proposition
(why people choose us)
Marketing
Strategy

28. Your Value Proposition
(why people choose us)
Operational Excellence Product Leadership Customer Intimacy
Opera&onally
excellent
companies
offer
customers
the
best
total
cost
for
products
and
services
at
the
greatest
convenience.
e.g,
MacDonald’s
Companies
defined
by
product
leadership
consistently
offer
innova&ve
products
that
push
performance
boundaries.
e.g
Apple
Customer-­‐in&mate
companies
seek
to
cul&vate
long-­‐term
rela&onships
with
members
of
their
target
audience
through
product
and
service
personalisa&on,
offering
customers
the
best
total
solu&on
for
their
needs.
e.g
Amazon
Marketing
Strategy

29. What your prospect is thinking
1. Do you work with people like me?
2. Do you understand my problems, issues and challenges?
3. Do you have solutions and results that actually work for people like me?
4. Do you have some free information that can help me immediately? I don t want to pay for
anything yet!
Tip: Look at your web and ask
yourself how well do we answer
these questions for our customers?
Brand
Strategy

30. Your Brand Promise
• What do you promise?
• When it absolutely has to be there over night
• Magical experiences
Brand
Strategy

31. Your Value
Proposition
(why people choose us)
• Why do people want what you sell?
• What problems do you solve for them?
• What are their other options?
• Why are you the best option?
• Think of the outcomes of your product or service
Marketing
Strategy
• Your point of difference must be true
• It must be important to your client
• It must be supportable

32. Your value proposition
Do you see your company in any of these scenarios?
Best Case Neutral Case Worst Case
You provide a one-of-a-kind offering
that your market needs and wants;
you have strong differentiations
from your competitors.
Your offering is somewhat different
from - and better than - those of
your competitors, and you
communicate that difference
(through probably not as
consistently as you should).
Your market sees little difference
between you and your competitors,
and your name is not recognized.
Because of this, you have to spend
precious budget and time educating
the market at each touch point. You
often end up competing solely on
price, though your business isn’t
optimized to continue profitably
with falling prices.
You have to fight long and hard for
every sale. It’s very difficult to meet
your revenue and profit goals.
Some of your market knows your
name, but they describe you in
different ways; you’re not yet known
for that“one thing”, but at least
you’re occasionally recognized.
You know that you could make a
greater impact on your market with
stronger positioning.
Your market knows your name and
associates it with that“one thing”
that you’re know for.
And you continually deliver on it -
perception is reality - so you
continue to win mindshare in your
market, defending your tuft and
influencing your market.

33. Your business strategy?
YOUR
BUSINESS
VALUE
TARGET MARKET YOUR SKILLS, EXPERIENCE &
THE PROBLEM YOU SOLVE
Tip: Are you just grabbing
any business that walks in
your door? Or are you
targeting the market you
want to serve and that you
are designed to serve?

34. Your business model
Marketing
Strategy

35. Who are you?
What do you do? Why does it matter?
Tip: set up google alert for your
company, name and competitors
name
Brand
Strategy

36. Marketing Messages

37. Worksheet 1
Summarising your core marketing message
Target market / ideal client (demographics + psychographics)
Problem/Issue/challenge
Where is the pain? Where does it hurt?
Solution/Outcome
Success story
Brand
Strategy

38. Worksheet 2
Marketing Message
What do you say when someone asks you what you do?
The formula is:
What do you do?
We work with ________________(This Target Market)
Who ___________________(Have this Problem or Challenge)
How do you do that?
We help them get __________________(Ultimate Outcome)
Tell me more...
A good example is __________________(Success Story)
Brand
Strategy

39. “ I’m a groomer that specialises in grooming small dogs
and come into my clients home so that the dog is more relaxed”
“We groom dogs and only use environmentally approved products.”
“We help pet owners who have let their pet hair get out of control
and now they dog or cat resists getting groomed.”
“ I take my time grooming elderly dogs and ensure that they
remain comfortable during the grooming process.”
What is your elevator pitch?
Focus on the story
Brand
Strategy

40. Why should they care?
Expert Problem they solve
Grooming small dogs We specialise in small dog grooming needs with special equipment
Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and
products
Management Consultant Management problems that are costing you money
Business Coach Not reaching goals and missing opportunities
Financial Planner Worried about not having enough money for retirement
Accountant Paying too much tax
HR recruitment Not finding the right people
Marketing Consultant Doing adhock marketing and not attracting the right leads
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution."
Brand
Strategy

41. Who wants to share their elevator pitch?
Tip: Remember there are prizes!
Those that share often get the
benefit the most ! Be brave.
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution."

42. Test value proposition
Marketing
Strategy

43. Next Steps…
Brand Audit Online
1 on 1 with Dan
Visit the Portal for more information

44. Worksheets

45. Audit Our goals Where are we now? Rank
Where would we like to
be?
Brand - stand out from
the crowd
1. Undifferentiated
2. Better than competition
3. Distinctly different
4. Truly Unique
Customer/ Market Focus
1. Reactive
2. Demographic
3. Situational
4. Behavioural
Financial
1. Unpredictable
2. Patchy
3. Steadily improving
4, Highly predictable
People
1. Struggling to attract and retain right people
2. Patchy - variable record of retaining key
people
3. Getting there - success in new hires. Getting
right people
4. 100% success in the right people on the bus
and happy productive
Pricing Strategy
1. Random
2. Considered
3. Market Driven
4. Value based
Behaviours and Values
1. No set communicated value or behaviour
system
2. Some conditions of acceptable behaviour
3. Values and behaviours communicated
4. Valued and behaviours embraced and
rewarded
Systems and processes
1. Weak systems
2. Core CRM
3.Aligned
4. Fully Integrated
Partners
1.Informal
2.Defined
3. Joint programs
4. Highly Productive
Marketing
Strategy

46. Audit
Our goals Where are we now? Rank Where would we like to be?
Customers
1.Informal
2.Defined
3. Joint programs
4. Highly Productive
Marketing
1. Random
2. Planned
3. Aligned
4. Integrated
Sales
1. Undefined, patchy
2. Documented
3. Enforced
4. Fully Adopted
Services
1. Random
2. Standard
3. Replicable
4. Highly Repeatable
Products
1. Random
2. Standard
3. Replicable
4. Highly Repeatable
Customer Support
1. Undefined
2. Documented
3. Enforced
4. Fully Adopted
Time commitment
1. Undefined
2. Documented
3. Enforced
4. Fully Adopted
Exit strategy
1. Not considered
2. Considered
3. Planned
Marketing
Strategy

47.
Our Business purpose (what we do)
Our Vision (what do we want to be known for)
Mission (single goal or focus)
Value proposition – (why our customers choose us)
Our Personality Traits(character and culture)
Our Values(how we behave and believe in)
Vision, Mission and Values Template

48. Your business model
Marketing
Strategy

49.
Competition
Product
Name:
You
Company:
Tag Line
Positioning:
Price:
Product:
Process
Strengths
Weakness
Marketing

50.
Marketing Tools
Company Name Marketing Tools Email Survey/ Forms CRM PR Collaboration Sales forecasting Design Website Platform SEO
Internal
External
Teleconferencing Invoicing Timetracking Screen capture Social Media Sales Tools Image Library Video Networking Webinars Other

51. Thank you