secrets of the marketing pros

Secrets of the Marketing Pros

Brought to you by:Green Bay Area Chamber of Commerce

Tom CliffordDirector of Digital Development

HC Miller

Engagement

• Be Yourself

• Build Personal Relationships

• Listen

How Do You Engage?

• Tweet-ups / Meet-ups

• Blueberry Hill

• Commenting

• Sharing Content

• Facebook

• Blogs

Take Risks!

• Try Something New

• Video Blog

• Podcasting

• Formspring / Quara

• Digg

• Meet Meme Cards

• Make Mistakes

Differentiate Yourself!

• Everyone is making Widgets

• What makes You Special?

• Thought Leader

• Write white papers

• Reviews

• Blog Posting

Susan FincoOwner and President

Leonard & Finco Public Relations

Managing Your Social Media

Know what you’re using and why

Managing Your Social Media

Integrate your social media tools

HootSuite

Managing Your Social Media

Be spontaneous, but plan ahead

Media Relations Made Easy

Understand the media

Media Relations Made Easy

One newsworthy item a month

Media Relations Made Easy

Don’t simply do a news release

Secrets of Crisis Management

Have a plan

Secrets of Crisis Management

Act quickly, but not instantly

Secrets of Crisis Management

What people want to knowWhat happened

Why it happened

What you’re going to do about it

Patrick HopkinsPresident

Imaginasium

Identifying & responding to “Pain Points”

1.] What’s the challenge?

(The assignment)

2.] Whose perceptions matter?

(Target audience)

3.] What’s going on?

(Research)

4.] What do people think?

(Current perceptions)

Aligning your team around your brand

Boardroom to the Switchboard involvement

Explore…company, industry, competition, customer segments, brand emotional & rational perceptions of employees/customers/ industry/community.

Identify what winning looks like (Goalposts)

Wish/Granted…impact the operations

Basic Tenets…Start at the top, every opinion counts, show how they fit, win hearts & minds, train for change, tell the world (long term), stay brand focused.

Align your team around your brand

4.] What do people think?

(Current perceptions)

5.] What are you really?

(Facts)

6.] What should people think?

(Desired perceptions)

7.] What will you tell them?

(Value propositions)

Creating Engaging Experiences

8.] How will you speak?

(Tone, brand, delivery)

9.] What’s the rally cry?

(The one thing)

10.] How does it look to the world?

(Creative direction)

11.] How’d it do?

(Measurement of success)

Fluid BrandHow do you feel?

It’s outside the old

traditional thinking of

consistency in building a

brand.

Instead…

It drives for

consistency of

response with a wide

variety of audiences.

Brand

Audiences

It’s All in the Packaging

Sight

Hearing

Touching

Smelling

Tasting

Design the Experience

Involve all departments

Chart the touchpoints

Avoid Kmart

Pursue Disney, Starbucks,

SuperBowl

Think like John Deere

Robert JahnkePresident & Visionary Marketing & Advertising

ConsultantTop Hat Marketing

“People don’t care who you are until

they know what you can do for them!”

Top 3 secrets to grow any business!

1. There Are Only Three Ways to Grow a Business

More clients

Increase transaction value

Increase transaction frequency

Top 3 secrets to grow any business!

2. Easiest way to get more sales? Re-activate old customers

5 top ways to re-activate

1. Loyalty programs

2. Follow up calls

3. Rewards for referrals

4. Coupons

5. Free give-a-ways

Top 3 secrets to grow any business!

3. The fortune is in the follow-up

Follow Up Statistics

48% of sales people never follow up with a lead

25% of sales people make two contacts

12% of sales people make three contacts

10% of sales people make more than three contacts

Sales Statistics•2% of sales are made on the first contact

•3% of sales are made on the second contact

•5% of sales are made on the third contact

•10% of sales are made on the fourth contact

•80% of sales are made on the fifth through twelfth contact

SecretIf 85% of sales people don’t follow up more than 3 times.

AND

80% of all sales are made on the 5th – 12th call, who makes all the MONEY/SALES?

Less than 15% of sales people.

1st  two questions the top marketing consultant would ask you!

1. What is your USP (Unique Selling Proposition)

Wal-Mart “Save money. Live better.”

Subway “Eat fresh. Live green.”

McDonald’s “I’m lovin it”

AT & T “Rethink Possibility”

Clark Howard “Save more, spend less and avoid getting ripped off”

2. Life-time value of a client

one time sale, yearly sales and lifetime sales

Lifetime Value

To illustrate the concept of Life Time Value of a client, let's imagine you are the owner of a hair salon.

Questions to ask:

1. How much do you charge per haircut?

2. How many times per year, on average, do clients get their hair cut?

3. How many years, on average, do clients stay with you?

4. What other products do clients purchase from you?

5. How much do you charge per product sold?

6. How often do clients purchase these products?

7. How many referral do you get per client?

Formula:$40 x 6 = $240 on visits$20 x 3 = $60 other services$300 per client per year x 5 years = $1500Plus 15 referrals in the 5 years

Every new client is worth about $5,000 lifetime value if optimized

The right formula to get advertising to work!

Right Market

Right Media

Right Message

What are your clients “hot buttons”?

Example: Construction Company

Show up when you say, work done on time, don’t charge me more and do what you say you will do.

Example: Fencing Company

Same as above, plus my gates to work right, and stand straight.

The right formula to get advertising to work!

(Headlines are 20 times more important than anything else)

Example Headline:

Old ad:

2/3 bank financing on silver and gold

New ad:

If gold is selling for $300 per oz., send us $100 per oz. and we will send you all the gold you want!

This increased response 500%

Diane RoundyDirector of Business Development

Schenck SC

Diane Roundy’s Top 3 Ideas

1.Cross media lead generation

2.Recognizing and embracing the skills and talents of your entire team

3. 5 key networking tactics.

Cross Media Lead Generation

Common Cross-media Campaign

Elements

Recognizing the skills and talents of your entire teamFinders

Minders

Grinders

5 Key Networking Tactics10 second elevator speech

Can I follow up with you sometime?

Following through on promises

Name nightmare

Wherever you are, whatever you are doing, you can be networking