using the marketing funnel to outperform the competition - final... · “using the marketing...

Presented by Cliff Quicksell, MAS

Founder & President Cliff Quicksell Associates

[email protected] 301-717-0615

Welcome to today’s presentation…

Using the Marketing Funnel To Outperform the Competition

“Using The Marketing Funnel to Outperform the Competition”© 2014 – Cliff Quicksell Associates

mailto:[email protected]


Introductions and About Today… Marketing Funnel Summary and Introduction Internal & External Analysis of Your Plan Your Client’s Marketing Objectives Your Client’s Marketing Strategy in Action Planning Your Client’s Marketing Tactics Implementing Your Client’s Marketing Strategy Tips for Utilizing the Marketing Funnel Three Case Histories Revealed Moving forward and Seeking Help


Consultant – n. 1. One who gives expert or professional advice. 2. One who consults another. Professional – adj. 3. Performed by persons receiving pay 4a. Possessing great skill or experience in a field or activity.

In other words, you get paid for your expert advice!

Definition of a Consultant


Would you embark on a journey without a map? Bake a cake without a recipe? Build a house without a plan?

What if you had NO GPS and a bridge was out, where would you go? What is the next turn in your marketing, where do you go, how will you get there? What are the road conditions? Does it matter?

Mapping Your Plan


The Role of Statistics Where do you get stats?

• Trade associations - banking • Industry trade journals, publications • Internet EXAMPLE Trade Show exhibiting and attendance factors


Develop a Sound Strategic Targeted List


Knowing Your Market, Where do I go?

Points to discuss… • What are vertical and lateral markets • Who are they, who are the players • Why should we look at this strategy • Where can I find this information • How do I market to these groups

What brought me to this point?

Go Vertical and Lateral


Vertical and lateral markets defined

• Industries • Segmented ~ A-F • Divisions • Internal Departments


Who are they, who are the players Broad

Vertical Markets Broad

Lateral Markets • Hospitality • Financial • Medical • Fitness • __________________ • __________________ • __________________

• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________


Narrowing your field of vision…vertically Broad

Vertical Markets

• Hospitality • Financial • Medical • Fitness • __________________ • __________________ • __________________

Financial

Credit Unions

California

Southern California

With > 5 branches

> 1000 members

Bi-lingual


Narrowing your field of vision…laterally Broad

Lateral Markets

• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________

Human Resources

Diversity

Training

Attrition

Recruitment

Retention

Benefits

These are the PAIN POINTS


Combining the Narrowed Fields Human Resources

Diversity

Training

Attrition

Recruitment

Retention

Benefits

Medical Legal Financial

Common Thread

Types

Specialization

Size

Culture

Combining the two further segments

your potential market …this level of

segmentation delivers the laser focus

market attention that clients are looking for …this creates a sense

that you are a credible expert.


• The way most distributor and suppliers sell • Most end-users perceive our product as “stuff”! • The cute catchy names – trinkets and trash • Low value - no value, lack of loyalty • Expenditure; sometimes viewed as unnecessary • Commodity based • Very frustrating, generally price based only

Your job is to change your mindset, then the mindset of your client!

Product Sales


• Ask the right questions • Define objectives, desired results • Evoke excitement • Develop theme, Define budget • Create a plan of execution • Track results, record reactions

Idea: Create a separate file for each client program In order to track the results on a continual basis.

Program Development


Ties directly to the Discovery Brief… Interviewing, Discover y & the Process…


• Average 70%+ Appointment Rate • Over 7,000+ sent to date • Some clients have begun using these

Example of a Successful Marketing Campaign


• 46%+ Referral Rate • 100 targeted • Excellent response rate

Example of a Successful Marketing Campaign Understanding and Tapping into the Emotional Triggers

What emotional triggers may a referring doctor have?

Tap into those, and you have a winning concept!

Bear in a Cast


“Creative Brand Marketing” Campaign

If you say Your different…

Be Different!

Theresa Gonzales - Stay Visible, LLC.

Focused Targeted Rewarding Profitable


Implementing & Tracking Your Efforts


Final Thoughts and Questions…

Know your clients Help your clients do the same Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns

Presented by Cliff Quicksell, MAS

Founder & President Cliff Quicksell Associates

[email protected] 301-717-0615

Thanks for attending today’s presentation…

Using the Marketing Funnel To Outperform the Competition


mailto:[email protected]

using the marketing funnel to outperform the competition - final... · “using the marketing...

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