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Ethical Marketing


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A presentation provided to marketing associations about Ethical Marketing.

Published in: Business, Health & Medicine
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Ethical Marketing

  1. 1. Ethical Marketing by Sonja Onthank
  2. 2. What If ?
  3. 3. Long-Term Goals <ul><li>Mission Statement </li></ul><ul><li>Motivating Forces </li></ul><ul><li>Risk Assessment </li></ul><ul><li>A Support Network </li></ul><ul><li>Collaborative Partners </li></ul>
  4. 4. PARTS for a Marketing Plan P-Purpose: To create ____ for ____ audience, so people get _____ benefits. A-Action: To generate sales in ____ geographic area with ____ lead generation efforts for ___ number of prospects. R-Resources: $_______ is needed to _____. This includes the cost for printing, editors, graphic design and website creation. An additional $______ is needed for _____. A breakeven point will occur when ____ is sold. T-Timeline: To have ______ in place within ___ months. S-Special Rewards: To improve _____. Paraphrased: The Mission of Metropolitan Senior Network is dedicated to promoting the professionalism of marketing appropriate housing for long term healthcare residents. The core values of this organization are Compassion, Accountability, Respect and Excellence. Our group has a focus on ethical marketing practices.
  5. 5. Motivating Customers <ul><li>Pro/Con List </li></ul><ul><li>7 Reasons for Motivation </li></ul><ul><li>Ethical Representation </li></ul>
  6. 6. Pro/Con Lists <ul><li>What are the personal benefits? </li></ul><ul><li>How significant are those benefits? </li></ul><ul><li>What are the drawbacks for this decision? </li></ul><ul><li>How much risk is felt from these drawbacks? </li></ul><ul><li>Do the positives outweigh the negatives? </li></ul><ul><li>Note: A Pro/Con list is an excellent tool to train sales people or marketing representatives. </li></ul>
  7. 7. 7 Core Motivators <ul><li>Independence </li></ul><ul><li>Avoidance of Pain </li></ul><ul><li>Excellence </li></ul><ul><li>Personal Pride </li></ul><ul><li>Pleasure </li></ul><ul><li>Status </li></ul><ul><li>Competitiveness </li></ul>
  8. 8. Ethical Representation <ul><li>AIM Goals </li></ul><ul><li>Generational Motivators linked to Buyer Types </li></ul><ul><li>Outlining the Sales Process… </li></ul><ul><li>Know What You’ll Need (funds, supplies, etc.) </li></ul><ul><li>Get Referral Business </li></ul><ul><li>Develop Collaborative Partners </li></ul><ul><li>Due Diligence </li></ul><ul><li>Improvements </li></ul>
  9. 9. AIM Goals Attainable plans to guide the process Imaginative, inspirational ideas Measurable outcomes
  10. 10. Generational Motivators & Buyer Types <ul><li>Independence Straight-Forward </li></ul><ul><li>Avoidance of Pain Proven </li></ul><ul><li>Excellence Seeks Improvement </li></ul><ul><li>Personal Pride Use Money Wisely </li></ul><ul><li>Pleasure Analytical </li></ul><ul><li>Status Value-Oriented </li></ul><ul><li>Competitiveness Adaptive </li></ul>
  11. 11. The Sales Process <ul><li>What Happens After Leads are Generated? Efforts </li></ul><ul><li>1. Interviews </li></ul><ul><li>2. Touring the Site </li></ul><ul><li>3. Sales Strategy </li></ul><ul><ul><li>a. Partners </li></ul></ul><ul><ul><li>b. Family Members </li></ul></ul><ul><ul><li>c. Direct Customer </li></ul></ul><ul><li>4. Referrals </li></ul><ul><li>5. Motivators </li></ul><ul><li>6. Improvements </li></ul>6. Improvements 5. Motivators Due Diligence Qualified? Feedback Not Qualified? WHY? 1. Interviews & Qualify Needs 2. Show the facility & staff 3. Sales Strategy a. Partners b. Family c. Client 4. Future Referrals Lead Generation
  12. 12. Getting Referrals Incentives as an Invoice Discount Greetings and Updates Extra Services Annual Surveys Published Case Studies Web Testimonials Market Research
  13. 13. Collaborative Partners? Hospitals Estate Planners Real Estate Agents Financial Experts Estate Planners Housekeeping Mobility Experts Motor Home Sales In-Home Services Community Events Insurance Brokers Travel Agents
  14. 14. Feedback & Improvements Internal departmental concerns? What upgrades were made to the facilities? What changes have occurred in administration? What resonates as a need for other departments? What improvements will be valued by the consumer and non-qualified clients?
  15. 15. Questions?