+ The Building Blocks for Marketing Success Put First Things First in Your Marketing Plan
Building Blocks For Marketing Success
May 15, 2015
Want to know how to market your business without breaking the bank? The first step is having a comprehensive and integrated marketing plan that puts FIRST THINGS FIRST. In this class, Marketing Maven Laura Capes will present the marketing methodologies she used to help one client grow from $4M to $56M in 6 years by doing the right things, in the right sequence.
Whether you already have a marketing plan or not, this class will give you a powerful and proven framework for creating (or recreating) your marketing plan to grow your business organically and then incrementally. This class is designed for intermediate or advanced entrepreneurs who already have a consistent sales effort and are serious about marketing their business. (NOTE: If you are just getting started in business or about to launch a new product or service, don't let the advanced nature of this class deter you from attending. Learning and following these methodologies will give you a huge competitive advantage as you launch and grow your business!)
Whether you already have a marketing plan or not, this class will give you a powerful and proven framework for creating (or recreating) your marketing plan to grow your business organically and then incrementally. This class is designed for intermediate or advanced entrepreneurs who already have a consistent sales effort and are serious about marketing their business. (NOTE: If you are just getting started in business or about to launch a new product or service, don't let the advanced nature of this class deter you from attending. Learning and following these methodologies will give you a huge competitive advantage as you launch and grow your business!)
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+
The Building Blocks for Marketing Success Put First Things First in Your Marketing Plan
+Your Marketing Plan
Not sure which way to go first?
Made costly mistakes in the past?
+What is Marketing?
TV
Radio
Online
Outdoor
Direct Mail
Yellow Pages
Networking
Direct Sales
PR
__________
+What is Marketing?
Most people answer:
Marketing = Advertising
Marketing = Getting New Customers
+Marketing Myths
+Marketing is…
+Growing a Business
Get New Customers
Keep Current Customers
+Growing a Business
Get New Customers
Keep Current Customers
Create Evangelists
Utilizing a Marketing “Map”
+From Here to There
Where are you now?
Where do you want to go?
What’s the best way to get there?
+Where are you now?
Closing %: __________
Employee Turnover %: ______
Retention %: ___________
# Referrals / Mo.: ___________
# New Customers / Mo.: _____
# of Invitations / Mo.: ________
+Where do you want to go?
Closing %: __________
Employee Turnover %: ______
Retention %: ___________
# Referrals / Mo.: ___________
# New Customers / Mo.: _____
# of Invitations / Mo.: ________
+How are you going to get there?
Do you have a marketing plan for 2010? o yes o no
Do you have a marketing budget for 2010? o yes o no
Do have have a marketing person currently on staff? o yes o no
+
+PART ONE: Your Brand Strategy
OBJECTIVES
Understand Who You are
Clarify Your Purpose
Determine the “Essence” of Your Brand
Express Your Essence Through Stories, Words and Pictures
Create Your Vision and Mission Statement
+PART ONE: Your Brand Strategy
OBJECTIVES (cont’d)
Identify Your Primary and Secondary Target Markets
Perform a SWOT Analysis
Create and Cultivate Your Unique Corporate Culture
Determine Your “Unfair” Competitive Advantage
+
+PART TWO: The Building Blocks for Marketing SuccessTM
OBJECTIVE
Teach you marketing methodologies that work
Give you a “map” to help you grow your business over time as things change
Learn how to put first things first so you’re most effective
Learn how to allocate resources so you can grow without breaking the bank
+
THE PREMISE: How big would your business be if you kept every customer
that ever tried you?
+Building Block #1: Support Your Front Lines
+Building Block #1 The Foundation of Your Growth Plan
GOALS 1. Support the front lines at the point of sale 2. Close the business you already have 3. Patch any leaks in your sales process
+What’s in Your Tool Box?
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
+Important Tools for Your Toolbox
Logo
Business Cards
“Optimized” Website
Brochure
Sales Presentation
Proposal
Trade Show Booth
Flyers Postcards
References
Testimonials
CRM System
Phone Scripts
Press Kit
Samples / Freebies
Laptop with Wireless
Cell Phone
Social Media / Blog
+How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
+Where’s the gap?
_____________%
+Building Block #2: Build Client Relationships
+Building Block #2 Your Client Loyal Mechanism
GOALS 1. Create authentic relationships 2. Open lines of communication 3. Ensure loyalty to the brand
+Is Your Customer Base at Risk?
How do you measure loyalty?
_____________________________
_____________________________
_____________________________
_____________________________
How much loyalty do you have?
_____________________________
_____________________________
_____________________________
+Important Tools for Loyalty
Building Loyalty
“Interactive” Website
Videos
Email Auto-Responder
E-Newsletter
Webinars
Blog
Social Media
Customer “Touch” Plan
Small Surprises
Complimentary Extras
“The Ultimate Question”
+Important Tools for Loyalty
Measuring Loyalty
Customer e-Surveys
Employee e-Surveys
+How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
+Where’s the gap?
_____________%
_____________%
+Building Block #3: Retain & Gain Clients
+Building Block #3: Your Organic Growth Machine
GOALS 1. Ask customers to purchase more from you 2. Ask customers to refer new business to you 3. Realize organic growth for your business
+Building Block #3: Your Organic Growth Machine
GOALS 1. Ask customers to purchase more from you 2. Ask customers to refer new business to you 3. Realize organic growth for your business
Organic Grow Machine
+Are you growing organically?
Are you getting referrals and recommendations from existing clients? (Y/N)
Are your current customers buying more from you this year than they did last year? (Y/N)
Can you quantify this growth? (Y/N)
+Important Tools for Organic Growth
Strategy to “Add More Value”
“Membership” Website
CRM Solution
Free Education
Affiliate Partners
Complimentary Products
Special Events
Networking
Volunteer Work
Sponsorships
Charity Contributions
+How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
+Where’s the gap?
_____________%
_____________%
_____________%
+Building Block #4
+Building Block #4 Your Incremental Growth Mechanism
GOALS 1. Locate and convert new customers 2. Target profitable sources of new business 3. Create multiple streams of revenue
+Building Block #4 Your Incremental Growth Mechanism
GOALS 1. Locate and convert new customers 2. Target profitable sources of new business 3. Create multiple streams of revenue
Incremental Growth Mechanism
+Are you growing incrementally?
Have you identified your most profitable current customers? (Y/N)
Have you identified your most profitable sources of like-minded new customers, a.k.a. your “ideal” customers? (Y/N)
Have you identified your “low hanging fruit,” i.e. your ideal customers with the most pain? (Y/N)
Have you created multiple streams of incremental revenue? (Y/N)
+Important Tools for Incremental Growth
Strategy to Identify, Target and Reach “Ideal” Customers
Technology Solutions to Automate Systems and Processes
“Interactive” Website
Search Engine Marketing for Specific Keywords
“Split Test” Offers and/or Calls-to-Action
Educational Marketing
Affiliate Partners / List Building
E-mail Marketing
Direct Mail
Measurement Mechanisms to Track ROI
+How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
+Where’s the gap?
_____________%
_____________%
_____________%
_____________%
+Building Block #5: Be the Expert
+
GOALS 1. Gain unsolicited media attention 2. Be sought after by clients/vendors/employees 3. Be responsible with your position
Building Block #5 The Fruits of Your Labor
+Building Block #5 The Fruits of Your Labor
GOALS 1. Gain unsolicited media attention 2. Be sought after by clients/vendors/employees 3. Be responsible with your position
The Reward
+Are You the Expert?
Are you sought after by potential employees? (Y/N)
Are you sought after by potential vendors? (Y/N)
Are you sought after by potential clients? (Y/N)
Are you sought after by the media? (Y/N)
+Important Tools for Being an Expert
Speaking Opportunities
Writing Opportunities
Interview Opportunities
Affiliate Partner Opportunities
Strategic Partner Opportunities
Coaching Opportunities
Teaching Opportunities
+How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
+Where’s the gap?
_____________%
_____________%
_____________%
_____________%
_____________%
+So what’s next?
+#1) Support the Front Lines
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
+#2) Build Client Relationships
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
+#3) Retain & Gain Clients
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
+#4) Generate New Business
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
+#5) Be the Expert
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
+Quantify the Impact
How much revenue can you GENERATE?
Support the Front Lines
Build Client Relationships
Retain & Gain Clients
Generate New Business
Be the Expert
How much money can you SAVE?
Support the Front Lines
Build Client Relationships
Retain & Gain Clients
Generate New Business
Be the Expert
+
+Your Own Marketing GPS
You now have everything you need to reach your ultimate destination.
If you get off course, your “Map” will help you adjust your route and get back on course.
+The Need for Speed
How fast you go depends on your commitment level (time and money) as well as the quality of the resources you engage.
+It’s Time to Drive
Want to accelerate your progress:
Group Coaching
Personal Coaching
Webinars
Book / Workbook
DVD Training Series
+Feedback
Please list the top 3 things you will do as a result of this workshop?
What resources do you need to engage to accomplish these goals?
What resources will you engage to accomplish these goals?
By when will you accomplish these goals?
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