michael hamilton marketing initiative

Michael Hamilton- DTI- Marketing Initiative: part oneNovember- 2005

Optimization is Imperative

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The below chart represents the proliferation of vendors which hit its peak in 2002, and their

gradual lack of staying power.

In order to stay afloat:• A)be acquired by a leading company

• B) offer your target market something better and extraordinary setting you apart from the competition

Early Adopters/Pioneers

Mass Market/Followers

End of Life

1980 1985 1990 1995 2000 2005 2010

New York

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Competition- Who is our competition? Who do you/ we want it to be?

The competitive landscape

• The New York Market is saturated by vendors that a) claim to offer the same products and services of DTI- or b) actually have the technology and resources available at their disposal and a definitive workflow model to deliver and make deadlines

• Now that we have identified these issues and are now dealing with them- We need to present ourselves as a full fledged end to end solution that just so happens to have tremendous capabilities of handling traditional duplicating and scanning capability

• Write now we appear as a ‘copy shop’ that now offers EDD and web-hosting

• How about creating a plan that evokes a WOW response...as in WOW we need something like that! And run with a new market campaign.

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DTI has much more to offer our target market than we ever had in the past and even many more plans are in the works:

Unfortunately, there is presently no knowledge of either our big wins or the big plans we have in the works- even internally-

Companies want to know that we have the ability to manage their projects much like DTI employee resumes are diligently fact checked before a formal offer is made.

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Currently, there is not any documentation of the new capabilities we can offer and that my clients need. When you “google” dti, “dti global, document technologies, inc etc… - nothing comes upWhen my clients put our offerings in a query- dti does not come up. One really has to search.

Our Story:

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The unfortunate result:

The competition is calling on and attempting to develop relationships with the same decision makers that I am.

‘Potential’ clients are hesitant to meet with us as they have become now jaded and bothered by their disappointing experiences with the competition that we are currently categorized with.

As a result- we are viewed just as cheap.

This presents a major obstacle and impetus for reps like myself when setting appointments. This barrier, however, can be alleviated- simply by target marketing and as a result we can spend less time trying to get through and more time telling our story face to face.

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We understand and have pinpointed our audience and that is a huge part of a successful marketing strategy. Why not market ourselves to them? This seems self evident, but it is currently overlooked.

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Lets improve our website and optimize it:

Implement my proposed marketing campaign to match the needs of our targeted audience

Make our site search friendly using key words and phrases

Include keywords and phrases in content search code

Write “good content” that sounds less sales oriented and more needed

Use title tags in search engine optimization

Keywords and descriptive “meta tags”

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What is website optimization?

SEO for short, is making a site and it’s individual pages visible and relevant to search engines and search engine users.

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Keywords are simply targeted words that determine which category our site will be listed under in search engines and directories, as well as words that searchers input to search engines in order to find relevant sites.

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Examples: Key “buzz” words that are currently submitted most into queries

Consulting, IT, Document Management, EDD, E-discovery, Education and training, surveillance, investigation, Security, document management, corporate outsource, outsourcing etc…. , Archival, ERISA, IP, SOX, web-hosting, repository, Compliance, Forensics- capacity, Shared Service Offering…, litigation support, culling, de-duplication, class action, US Southern district of New York, Chapter 11, IP, retrieval, printing, image, integration, Concordance, JFS, IPRO, Summation, 2.6.3, MIS, data, data extraction, confidentiality, commercial, complex, litigation,

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Now that I have provided a hard-earned list of keywords, lets put them somewhere. The more places we can reasonably put our keywords, the easier we will be found.

Caution! We won’t paste them in every nook and cranny. That is called “keyword stuffing” and search engines don’t look kindly on such practices.

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Site Submission-The Basics

Search engines have gotten so good at indexing websites that it's not really necessary to go through the saga of site submission-unless you have a brand new site, in which it's highly suggested that you submit to a search directory. Ding Ding!

While we can submit our site for free, we also have the option of paying for various submission services. For instance, we have the financial resources to get listed very quickly, so we may as well go all the way and pay the pay-for-submission route in as many relevant places we can.

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The deliverables- our boxes are often DTI’s first impression that any

potential client sees.

They fail to describe us in the light we need to be viewed

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This is one very important area where our positioning needs to be modified:

How about a statement that distinctly defines what we do to our market

It needs to be more Consultative- less sales and service oriented- and less vague and more to the point

Our tagline, for example does nothing in regards to summarizing the benefits of DTI which does us a disservice in standing out.

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Marketing plans Part One: Unlimited Choice

The two common denominators in all business today are the proliferation of product choices and the challenge to get the consumer's attention in an attention deficit society.

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Unlimited Choice: Which one to choose?

· We Do It All

· High Quality, confidentiality, quick turn around

· Choose The Best

· Job Done Right

· Experience The Difference

· No Job Too Big or Small

· Number 1 in litigation solutions

· Reliable Service

Great People…Great Service…

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I will develop strategies that will put DTI in a better place to target consumers:

Don’t tell me…Show me

I recognize the needs and wants from a consumer standpoint and try to differentiate DTI from the ‘copy jockey’ competition.

If we are going to have a tagline the one sentence should be indicative of what DTI does and the direction we are going. Our current message is bland and it can be applied to a carpet cleaning company or pizza place more than a “global” outsourcing company.

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Packaging

Needs to be changed.

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Going forward:

Goal-to launch a strategic marketing planof highest priority.

If we can spend a half a million dollars on furniture alone- how about a promotional budget

PR strategies:including sponsorships for speaking engagements, conferences, new packaging ideas, website optimization tips to Wow our target consumers and create a professional consultative look on par with Bearing Point, Accenture, IBM, Deloitte, Lionbridge