to really command attention…

Welcome to

How to Build Your Business and Win Clients

Session 2Marketing Approaches

That Work for You

Presented By:Ken HablowKH Graphics

How to Build Your Business & Win Clients

November 19, 2001 Ken Hablowwww.khgraphics.com

To Really Command Attention…

How you Present Your Company is as Important as What You Have to Present



Today’s Agenda

Marketing Concepts Tactical Strategic Image

Personal Marketing Getting Published Speaking Networking Alliances

Print & Media Corporate ID Collateral material Publications

Internet & Electronic E-Zine Web Site Email



Function Process

Market Research Direct Marketing Online Marketing Trade Shows Public Relations Collateral Material Advertising Lead Management Measurement

Direct Mail, Print Seminars Digital

Email, Web site, Banner Ads, Links

Case Studies, White Papers

Speaking Database Management



Tactical Marketing

Define your USP Identify your market Generate marketing

ideas Plan your concept

development

Forecast your financial analysis

Create a corporate ID Prepare your market

entry strategy Listen



Make marketing decisions that:

Satisfy your target customers’ needs

Help them achieve their organizational goals and objectives



Strategic Marketing

Understand emerging business trends Define your value-based market Create a focus Plot your organizational development DO competitive analysis Develop communication & collateral materials Talk to the decision maker



Strategic Planning

Be aware of industry and economic changes Understand buyer’s pain Know your client’s buy cycle Analyze business problems to better

formulate marketing strategy Research client’s needs



Reasons People Buy

Need Desire Emotion

Security Integrity Quality Service Value Price

What to look for What they want



What’s Out – What’s In

Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge

Adaptive Reliable Consistent Value Risk reduction Sustained profitability

Out In



Plan For Action

Plan for the Decision MakerDo not waste time on someone who has no authority to buy.

Limit Your Message Leave the prospect a reason to ask questions.

Include a Call To ActionAsk for the order or you will never get it.

Include an IncentiveWhen necessary, entice a response



Image Marketing

Know your key differentiators Stick to your Position Statement Create perceived value in your marketing Project your problem solving features Stay focused Build value over time



Perceived Value

Your perceived value to a prospective client is enhanced by the quality of the image you project.

Consistency of follow-up, performance and presentation; all work to project a well focused and organized business.



Personal Marketing

Get published Create speaking engagements Network Build alliances Be verbal — Communicate!



Communications

Plan for your client’s needs Create a biography – not a resume Use problem/solution – not features/benefits Gather testimonials Do not sell, let the client buy Plan to integrate print and electronic



“New Marketing”

“In a skeptical, media-saturated age, it isn't enough to get the consumer's attention or approval; companies with a product to sell need to gain the consumer's complicity in the marketing process. To that end, marketers must emphasize passion, authenticity and honesty, and de-emphasize hype, intrusion and image.”



Print/Media/Direct Marketing

Corporate ID – business card, letterhead, etc.

Collateral material – brochures, flyers, etc.

Newsletter – consistent, professional

Media advertising – trade journals, newsletters

White papers – published, handouts, mailers

Direct mail – letters, postcards, thank you notes



By The Numbers

Printed Materials —5-10 seconds to make an impression

Print Ad — 5% of buying decisions are made at the headline

E-Mail — 1-2 seconds to look at the subject line.

Web site — 10-15 seconds on the opening page

Sales Presentation — the sale is made or lost in the first 5 minutes

Personal Contacts — 5-6 contacts to make a sale



For an Effective Marketing Plan,

your goals and objectives, your market audience, the sales channels, The client’s “pain,”

the solution you provide, your value proposition, the sales cycle, how to present your story,

Know…

When to ask for the order!



Because you never get a second chanceto make a first impression…

[email protected]

Articles on the Web site:

The New Paradigm: Back To Basics2001 - A Marketing OdysseyWriting to be Read

to really command attention…

Documents