Build a Strong Marketing Foundation in 2015
Workshop for Boston Women Connect March 30, 2015
About Me & For Marketing Matters 20+ years; strategy, messaging, brand Marketing Evangelist Full-service outsourced marketing department
No projects – we don’t dabble & won’t work with CEOs who do!
Fact - every company needs marketing strategy and execution. We deliver for SMBs.
“A” team of proven professionals; results-driven; accountability; BIG impact`
Objectives of this workshop:
`
• Expand understanding of ‘marketing’
• Stop dabbling!
• Better serve your clients
• Identify gaps in your marketing foundation & prioritize filling them in
Core defined
`
noun1. the tough central part of various fruits,
containing the seeds.
2. the central or most important part of something.
Two contexts of ‘core’
`
For a Human
• Our torso• Source of strength &
energy• Our heart and our
soul
For a Business
• The brand - your identity and promise
• Your value proposition• Source for future growth
Marketing is the ‘core’
`
The seeds for business growth
Marketing is absolutely essential to a business
It is not “nice to have”
Awareness Leads Sales Profitability
`
The Great Balancing Act
Hmmm…Facebook, networking, new logo…
Invest
Divest
Are you wasting time & money in the wrong areas?
Tagline Logo
Blogs
Brochures, Handouts,
Presentations
SEO & PPCWebsit
e
Social Marketing
Networking
Wasted $$; limited
impact
Random Marketing = Dabbling
Making the Shift
Shift to Results Driven Marketing
`
Increase AwarenessIncrease Leads
Increase Sales
Increase Profits
Client Stories
The Dream List
Sales &Employe
e Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fou
ndat
ion
Activity Time!
What you confidently have in place: written, current, solid.
Top Two Critical Foundation Elements Value Proposition – only deserve a check
mark if it is clear, concise, consistent; compelling vs. your competition
Target Audience – ONLY if you have a documented ideal target profile and you use it for:
evaluate prospects you write your blog to this audience your social marketing efforts align to this
target you evaluate networking events with it.
How Strong is it?
`
Client Stories
The Dream
List
Sales &Employ
ee
Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success
Metrics M
arke
ting
Foun
dati
on
Across all of row 1? All of row 2? All of row 1 AND 2?
Will this foundation hold up?
`
2015 For Marketing Matters ®
Offerings / Products Brand Logo
Success
Metrics M
arke
ting
Foun
dati
on
Start Q2 2015 Strong: Build a Solid Foundation Focus on the foundation – FILL THE
GAPS
Marketing Foundation vs. Tactics
Client Stories
The Dream List
Sales &Employe
e Training
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fo
unda
tion
Sponsorships/
Co-marketing
Events &Trade Shows
SEO &PPC
SocialMarketing
PromoItems
PublicRelations
Client Surveys Networking
Direct Marketing email & mail
Video/Webinars
Business CardsLetterhead, Invoices…
Advertising
Signage/Packaging/POS
Brochures, Handouts
PresentationsWeb Site
Mar
keti
ng T
acti
cs
Blogs
…
Step 1: Foundation
Step 2: Tactics
Ideal Target Audience – if a gap for you…
Document what makes your ideal client ideal
- Title, company size, location- Challenge they face- Characteristics, attitude,
mindset…- Name your ideal target audience
so you can picture him/her – mine is MARK
Use it, revise it, fine tune itConvert it into questions to evaluate prospects
Building a Strong Foundation
`
Client Stories
The Dream List
Sales &Employe
e Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fou
ndat
ion
Workshop – what questions do you have about the gaps in your foundation?
How do you work on filling the gaps?
Where are your gaps in the foundation?
Value proposition is critical Vision - where are you going?Mission – what makes you tick?Success metrics?Offerings – what can people buy?Brand – pet peeve – does it mean anything?Dream List – do you know what this is?Client Stories – best to do once offerings, brand, value proposition and target audience are really solid.
Review Workshop Objectives:
`
• Expand understanding of ‘marketing’
• Stop dabbling!
• Better serve your clients
• Identify gaps in your marketing foundation & prioritize filling them in
Go forth and prosper…
Think strategically
Commit to building a strong foundation – brick by brick
Advise your clients accordingly
Thank youOngoing insight, ideas and marketing evangelism across various channels:
Facebook – For Marketing Matters
Twitter – MEHonan
LinkedIn – Mary E. Honan