marketing hourglass nari

TheMarketing Hourglass

How to Build a Remarkable Business by Focusing on the Total Customer Experience

Prepared by Bill BrelsfordFor NARI

January 23, 2014

What If…

In 2014, all of your sales

will come from existing

customers or referrals

from existing relationships.

How Would You Feel?

What’s Best Tool?

• Email Marketing• Social Media• Pay Per Click Advertising• Search Engine Optimization (SEO)• Content Marketing• Direct Mail

“When it comes to lead and referral generation, a happy

customer is the best tool.”

The Old Model – Marketing Funnel

The Funnel Focuses on the Chase

The Funnel Focuses on the Most Expensive Types of Marketing

The Hourglass Shifts Focus to the Experience & Relationship

Definition of Marketing

Know Like Trust

So customers will

Try Buy Repeat Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

• Who and how, ads, referrals, networkingKnow• Website, blog content, social media, Like• SEO, webinars, marketing materials, white papersTrust• Workshops, evaluations, demo, DIY training, starterTry• Service team, new customer kitBuy• Post project review, cross selling, customer eventsRepeat• Champion events, partner intros, peer2peerRefer

What Triggers Your Customers?

• Life events – birth, death, marriage,

graduation, divorce

• New hire, promotion• Product launch• Move• New business, funding

(loan, grant, etc)

Research Mode

Know

GOOGLE = OnlineASK = ReferralKNEW YOU = Advertising/PromoREAD/HEARD = PR

Like

Something they:

• READ• SEE• HEAR• FEEL

= Minimize Risk

Proof Trial ProductsGuarantees Low Cost

Try

Buy / Deliver

CROSS SELL & UP SELL+NURTURE

=RAVING FANS!

How Likely Are You to Refer Us?

• Who and how• Ads• ReferralsKnow

Like

Trust

Try• Service team• New customer kit• Finance/deliveryBuy

Repeat• Results reviews• Partner intros• Peer2peer eventsRefer

Filling the gaps

© Duct Tape Marketing – all rights reserved

7 Questions to Get You Started

1. What is your free or trial offering?

2. What is your starter offering?

3. What is your “make it easy to switch” offering?

4. What is your core offering?

5. What are your add-ons to increase value?

6. What is your “members only” offering?

7. What are your strategic partner pairings?

Action Steps

• Understand your customers’ timing triggers– Conduct surveys and customer interviews

• Identify gaps in your marketing hourglass– What do you need to fill the gaps?

• Spend time on the “What If” exercise• Free Signature Brand Audit – http://rebar.me/SBAudit

http://rebar.me/kcnari

• Free Signature Brand Audit ($250 value)

• Download Slides

• Blank Hourglass Template

• Sample Hourglass

My Contact Information

Bill BrelsfordRebar Business Buildersbill@rebarbusinessbuilders.com913.962.9261

www.rebarbusinessbuilders.com