la2m plan4success_june 2012 final
DESCRIPTION
Dee Davey talks about growing business revenue. Do you want to grow your business and spend less marketing dollars achieving better results? Use this 5 step approach to align your company’s marketing efforts with your business objectives; minimize wasteful spending and maximize return on your marketing investment. • Want to grow your business? • Do you know what your customers need to hear to make them want to buy? • Do you know how to differentiate yourself from your competitors? • Can you predict what your customers will want in a year? 2 years? or 3? • What more can you do to build customer trust? At the heart of a successful business is an understanding of who your customers are, what they want, how they buy, where they are, and if there are enough of them to warrant you even being in business in the first place. Successful businesses also need to have, or be able to build, the core capability to provide what your customers really want, at a profit, and be ready to execute focused and targeted promotions and communications programs to attract and engage potential buyers. Dee Davey, from Creative Ideas Marketing will talk about some of the questions you should be asking about your business’ competencies, customer needs, and market opportunity and how to map out a plan that will provide focus, direction and create business success.TRANSCRIPT
LA2M
Planning for Success:
5 Essential Elements
Dee Davey
Creative Ideas Marketing
June 27, 2012
H
H
?
RE
VIE
W
5 1 2 3 4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER,
MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
RE
VIE
W
1
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
H?
S
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
• Understand (Int / Ext) .
• Match / Define / Focus
• $ / Business Goal – Qualify .
• Differentiators / Unique .
• Communicate / Message
• Marketing Objectives /
Roadmap
• Validate Assumptions
H? S
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Internal / External
Discovery
• Needs
• Value
• Say
• Love
• Compare
• Listen / Create Dialogue
• Talk with Customers
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• SWOT
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• STEP
• Trends and Market Drivers
• Market Size, Growth
• Factors driving customer
need
• Now
• Future
• Changes / Shifts
Sociological
Political
Economic
Technological
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Competitors or Partners
• Review Similar but Different
Industries
• Competitors in Different
Locations
• “Pie is big enough” .
• Who / What are My
Competitors? .
• Market Research
• Competitive
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Why
• What
• Outcomes Expected
(Benefits)
• Differentiators
• Evidence
• Define Offer / Value
Proposition
Value Proposition = Business Elevator Pitch
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Business Case .
S
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING TOOL
• Persona .
• Who
• Size / $
• Industry / Sector
• Geography
• Characteristics
• Challenges
• Values
LA2M March 2012
Marisa Smith, Whole Brain Group
H
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
STRATEGIC PLANNING
• Validate
RE
VIE
W
2
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Marketing Plan –
Marketing Ps
…
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Build Foundation for
Delivering the
Promise
Contract
Service Delivery Methods
Training
Billing .
Management Capability
Logistics
Infrastructure
Tools
S
The Detail
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
• Map Process
• Tasks / Actions
• Touchpoints
• Expectations
• Better Experience
• Contingency Planning
• Think Like a Customer
• Systems to Manage
Customer Experience
S
RE
VIE
W
2
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
OFFER DEVELOPMENT
“What gets measured,
gets done”
• Business Performance
• Marketing Effectiveness
Priorities
Set Standard
Measure
Analyze
Improve
Monitor
H
RE
VIE
W
3
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION
H
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION • People Create
Competitive
Advantage
• Customer Focused =
Sales
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
INTERNAL
COMMUNICATION • Create Culture of
Shared Knowledge • Business
• Customers
• Workshops
• Offer Definitions
• Training / Collaterals
• Opportunity Spotters
• Change Management
• Internal Newsletters /
Conferences
• Meetings / Road Shows /
Seminars
• Intranet
• CRM – Sales & Service
S
RE
VIE
W
4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
• Blogging
• Trade Shows
• Mobile Marketing
• Newsletters
• Public Relations
• Web / Internet Marketing
• Branding
• Ethnic Marketing
• …
H
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
• Where Do Your
Customers “Hang
Out”?
• Communication
Preferences?
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION Align Marketing
Communications with
Marketing Goals /
Objectives
Marketing Objective
Marketing Communication Tactics
(V1.1)
Lead
Gen
era
tio
n
Aw
are
ness
1 2 3 4 / 5
- Branding
- 30 Web Re-Design Enhancements
1. Media Relations
2. Press Releases
3. Associations
4. e-Newsletter– Quarterly Publication
5. Client Internal Broadcast - e-Updates
6. Website – Lead Capture / Management
7. Direct Mail / e-Mail
8. Trade Show Participation / Seminar
9. Sales Support Materials
10. Hosted Learning Event
11. Experiences Library
12. Partner with Change Agents
13. Online Directory Submissions
14. Hosted Learning Event – “Like Issues””
15. Manage Trade Show Opportunities
16. Webinar / Webcast Lead Generation
17. Analyst Relations / Influencers
18. Virtual Advertising / Pay per Click
19. New Technology Lead Generation
Totals 19 18 18 18 14 18
RE
VIE
W
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION • Objective, Strategy,
Background
• Marketing Actions
• Client Input Required
• Time: Hours / Duration
• Costs
• Measurement Method
• Owner
RE
VIE
W
5
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER, MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
REVIEW
MARKETING
COMMUNICATION
STRATEGIC PLANNING
DEVELOPMENT
REVIEW
Ongoing Research
Listening
Surveys
Social Media / Blogs
1-2-1 Conversations !
RE
VIE
W
5 1 2 3 4
WHAT,
WHY
FOR WHOM
HOW
(SELL, DELIVER,
MEASURE)
INTERNAL
COMMUNICATION
EXTERNAL
COMMUNICATION
Q & A
Dee Davey, Creative Ideas Marketing
www.CreativeIdeasMarketing.com
http://www.linkedin.com/in/deedaveycreativeideasmarketing
Planning for Success