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Marketing Audit Prepared for Contra Costa ARC

Prepared by

Fortune Marketing Company

The Marketing Audit

Introduction to the Marketing Hourglass

Summary

Questions and Next Steps

Let’s Get Started!

Shrinking market

◦ Down economy caused businesses to bring

fulfillment in house

◦ Many out of business

Lack of awareness/differentiation

Lots of fear/uncertainty in marketplace

Lack of trust, skepticism in the industry

Your Business Environment

Finding businesses that need your services (Who

is your target market?)

Traditional advertising not working (yellow pages)

Lack of understanding of target market and buying

triggers/process ◦ What circumstances does a prospect start to look for services: A: WOM,

referrals, etc. , Don’t know frustrations

No marketing plan/sales and marketing process

Overcoming Trust hurdle

Lack of knowledge competition

Your Marketing Challenges

Website

Direct Mail

Referral/networking

Yellow Pages

Marketing Tools You’ve Used

The Marketing Hourglass

Funnel vs. hourglass

Hourglass is the easiest way to explain the

marketing process

Getting someone who has a need to

KNOW, LIKE, and TRUST you

Marketing hourglass takes it a step further…

The key is to systematically develop touchpoints,

processes and product/service offerings for each

of the 7 phases of the hourglass.

The

Buying

Pattern

Timing Triggers

RESEARCH

KNOW

GOOGLE = Online

ASK = Referral

KNEW YOU =

Advertising/Promo

READ/HEARD = PR

LIKE Something they:

READ

SEE

HEAR

FEEL

= Minimize Risk

Proof Trial Introductory Products

Guarantees Low Cost

DELIVER

CROSS SELL &

UP SELL

+

NURTURE

=

RAVING FANS!

Print ads,

referrals…

Website

Website

NOTHING