strategies
DESCRIPTION
Evaluating Marketing Strategies to Achieve ResultsTRANSCRIPT
Getting the Word Out
• Four Basic Food Groups– PR– Marketing– Advertising– Sales
Take Stock: The Questions
• What are the market trends in your industry today?• What are the demographics of your target
audience? Buying motives? Consumption patterns?
• Are there up sell opportunities not being tapped?• Where will your core market be in the next six to
nine months?• What is the hottest potential market in the next six
to nine months related to your target audiences?
Public Relations
• Useful in a Call to Action• Building a Brand• Expert Status• Launch of Product or Service
– Event Planning• Trade Shows, Seminars, Special Event Tie-Ins
– Media Relations– Incentive Programs
•The art of communicating with specific groups to inform and educate effectively to create a positive opinion.
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Find a Good Chef
>>>>Assign Resources to Marketing and Public Relations.
• Internal or external staffing is required to support sales efforts.
• These are not secretarial duties to be done in-between other critical assignments.
• Note: Marketing responsibilities are never more critical than prior to and during product launches.
Marketing
• ASPectx believes that solid marketing plans begin with defining your target audiences and reviewing sales objectives.
• Research. • Strategic Planning. • Tactics. • Execution.
Defined activities designed to support specific strategy for an organization or corporation with purposeful tactics to produce tangible results
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Advertising
• Talk one-to-many and be persistent in key media of interest to your target
– Newspaper ads– Billboards– Radio and TV– Online sponsorships, targeted email
Advertising is the nonpersonal, paid communication of information. It is persuasive in nature, referring to products, services or ideas by identified sponsors
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Sales
• Usually involving interpersonal exchanges to convince or sway for a final purchase
To Get to Closing: Personal relationships (PR) and/or a combo plate of PR, Marketing, and Advertising activities
Activities involved in selling goods or services
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Timing of Initiatives
• “That Depends.” Tell Me More.• Answer basic questions:
– Target Market– How Does This Target Market Receive Info– Uniqueness or Value of What You Are Selling– What Business Phase are You In?
• Startup New Product Rebranding
Avoid the “Just Pizza”Approach
• A Mix of ActivitiesCan Get You to Revenue & Profits• Get some of all your food groups
Delicious, But Not Nutritious
Solid Business Growth
• Dream Within Your Known Budget– Identify Achievable Results/Set Goals– What will be considered success on getting the
word out? Product awareness, sales leads, testimonials, a new distribution channel, educated sales reps, internal company acceptance
Common Mistakes/Real Stories
• Name Change Issues—Signature Insurance Group
“The Case of the Missing Newsletter”Existing Clients Count
Bell Ceramics
• Case of a similar logo from a competitor (Clermont, Florida)– The Public Relations Question
“The Case of a Better Plan”Improve Your Distribution Channel/Template It
Microdyne
• Reverse Merger Issue and Software solution vs. Hardware
• “The Case of Replacing Jargon with Meaningful Assertions”
Just Because It’s in a Trade MagDoesn’t Mean Anyone Understands You
NKL Cash Handling
• Presumed clients wouldn’t share data from their installations for PR
“The Case for the Case Study”Ask your clients to support your company through telling their story—testimonials work
No Comment/No Good
• In a crisis situation—Prepare your statements with a dose of reality and truth
Example: Ocala/Marion County Tourism Development Council, Enron, Gov. Patton
“The Case of Deciding What Is the Company Line”
Pre-Launch Planning
• Make Sure You are Ready to Talk– Map out what you see as the sales cycle – Do you know your company’s
“story?”>>(make sure all team players do)– Standardize materials or be prepared to look
like you represent 3 different companies
Putting It All Together
• "Oh no, I haven't failed 5,000 times. I've succeeded in finding 5,000 different ways that you cannot possibly build a light bulb."– - Thomas A. Edison, on his progress during the quest
for the incandescent electric lamp• Take the attitude of Mr. Edison:
Instead of becoming frustrated with selling and thinking you've failed to do what works, realize that you've been successful in finding things that don't work. That leaves what does work.
Cliff Notes
• Page 3 Section 10.2 Marketing Program• Page 7 Section 10.5 Marketing Budget• Page 11 Section 10.8 Evaluation Process
Tech to Support Efforts
• Email campaigns: Exacttarget.com• Surveymonkey.com and Evite.com• Spam filtering—ipop and Virusgard• Search engines: Copernic• Webcasts: MShow
Marketing Campaigns, Web Content, and/or Collateral
• Representative Clients: GE Appliance and Industrial Group; Greenebaum, Doll & McDonald; Belcan Corp.; TransDigital Solutions; KAIRE; iPopAs A Consultant’s Consultant: Subcontract to local ad agencies on marketing plans, web content, and public relations for their clients, including Price-Weber, Current Marketing, Paul Schultz Advertising etc.
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364
Typical Projects
• Short-term or Long-Term PR—local, regional, trade press, international targets
• Case studies, white papers, web content• Marketing Plans-3, 6 or 12 mth programs• Seminars and Speaking Circuits• Research/Defining Competitive Advantage • Sales Development Tactics• Sales Introductions and Material Development• Business Plan Updates and Rewrites
Technology Solutions
• Technology Assessment—Qualified Team Approach
• Web Consulting for clients of all levels• Internal Briefings on Technology OptionsRepresentative Projects: Orr Safety, ACBL,
Kentucky Society of CPAs, Directec, NutechSolutions
. Direct: 502-292-2351 . Cell: 502-548-1304 . Fax: 502-292-2364
Miscellaneous
• Freelance Writing: Louisville magazine, Snitch, Sap.com; FairCount International, Electronic House, Information Today, Executive Magazine etc…
• Organizer of Conferences and Seminar Programs
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