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Win More with a Marketing Strategy Design
Tim Reed Reed Marketing LLC
Most hearth companies today are drowning in the rising costs of advertising with no one to help them. Marketing should be a faucet to your customers that you control, not a blackhole that your dollars go into never to be seen again. This session will show you: •Why crafting a marketing strategy is easier than you think. • How to create a message that’s compelling to your audience. • How to execute on that strategy to see results.
2020 HPBExpo Education Sponsored by:
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Win with a Marketing
Strategy
2020 HPB Expo • New Orleans, LA
BY
TIM
RE
ED
© 2
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RE
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MA
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This course will teach you:
© 2020, Reed Marketing LLC
• What you need to understand about marketing in today's
landscape
• How to create a message that connects with your customer
• How to create a marketing strategy that moves the needle
PART 1: MARKETING IN TODAY'S LANDSCAPE
© 2020, Reed Marketing LLC
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The advertising industry is in the middle
of being disrupted...
DIGITAL ADVERTISING
IS HERE TO STAY
EVERYONE IS TRYING TO
STAY RELEVANT
ANALYTICS ARE AVAILABLE
THAT NEVER WERE BEFORE
TRADITIONAL ADVERTISING IS FIGHTING
FOR RELEVANCY
© 2020, Reed Marketing LLC
Slowly putting your brand in front of
customers, gently and repeatedly, so they
think of you first when they are in the
market for your products.
BRANDING
Cutting straight to the chase and calling
your customer to take action on your product or service.
DIRECT MARKETING
BRANDINGTAKES A LOT OF TIME • TRADITIONALLY COSTS A LOT OF
MONEY • IS DIFFICULT TO MEASURE
DIRECT RESPONSEWORKS RELETIVLEY QUICKLY • IS LESS EXPENSIVE • CAN BE
MESURED EASILY
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WHICH ONE IS RIGHT?
© 2020, Reed Marketing LLC
WHICH ONE IS RIGHT?
© 2020, Reed Marketing LLC
BOTH.
• Utilize Direct Response marketing when you pay for it
• Use Branding when it's cheap or free
© 2020, Reed Marketing LLC
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PART 2: CREATING A MESSAGE
THAT CONNECTS
MAKE YOUR CUSTOMER THE HERO
• KEEP THE FOCUS ON THEM• STOP TELLING YOUR STORY• SHOW YOUR CUSTOMERS THAT THEIR
STORY MATTERS• SHOW CUSTOMERS HOW YOUR
BUSINESS CAN HELP THEM SOLVE THEIR PROBLEM
© 2020, Reed Marketing LLC
© 2020, Reed Marketing LLC
BE CLEAR... AT ALL COSTS
CLARITY IS A SCALPEL THAT CUTS THROUGH THE NOISE
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3 STEPS TO A COMPELLING MESSAGE:
Explain how your
product offers a
solution and can make
their life better.
2. ARTICULATE A SOLUTION
Customer's are drawn
to companies who
understand their
problem.
1. DESCRIBE THEIR PROBLEM
Tell your customer
what the next step is
to buy. Be confident
and ask for what you
want.
3. HAVE A CLEAR CALL TO ACTION
© 2020, Reed Marketing LLC
UNDERSTAND THEIR PROBLEM
• "Your home deserves a beaut i fu l f i replace"
• "We know what i t 's l ike to have an ugly f i replace"
• "Liv ing with a broken f i replace is so f rustrat ing"
• "No one feels safe in a cold home"
ARTICULATE A SOLUTION
• "We can help you f ind the perfect f i replace for your fami ly"
• "You can increase your home value and transform your l iv ing space"
• "Our service team can repair (or replace) your f i replace—guaranteed"
• "Our f i replaces keep your fami ly warm and safe in a power outage"
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HAVE A CLEAR CALL TO ACTION
• CALL TODAY
• SCHEDULE AN APPOINTMENT
• SIGN UP
• COME TO OUR SHOWROOM
• GET AN ESTIMATE
Use pictures of happy people
Use pictures of happy people
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Use pictures of happy people
© 2020, Reed Marketing LLC
© 2020, Reed Marketing LLC
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PART 3:
CREATING A MARKETING STRATEGY THAT MOVES THE
NEEDLE
© 2020, Reed Marketing LLC
Creating a Marketing Strategy that
moves the needle
Your website is the most precious real estate that you own
and often is leaking thousands of
marketing dollars.
1. FINE-TUNE YOUR W EBSITE
Email marketing is free
and is an amazing way to keep your brand top
of mind with customers who know your value.
4. USE EMAIL MARKETING
FOR BRANDING
Before you decide on a
direct response campaign, make sure
metrics are in place to measure it.
3 . MEASURE ALL DIRECT
RESPONSE ADSLook at your spends
for the last 3 years, gauge their
effectiveness and set a budget for the new
year.
2. SET A BUDGET FOR
THE YEAR
© 2020, Reed Marketing LLC
• Does my website clearly articulate the problems that I solve for my customers?
• Does my website speak in simple language that a customer would understand?
• Does my website generate estimates (or price ranges) for customers?
• Does my website capture consistent leads and follow up with them?
• Does my website schedule appointments for customers who want to buy?
© 2020, Reed Marketing LLC
FINE-TUNE YOUR WEBSITE:
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FINE-TUNE YOUR WEBSITE:
FINE-TUNE YOUR WEBSITE:
FINE-TUNE YOUR WEBSITE:
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• Go back three years and divide your spends up each year by category
• Look at how effective each category was (if possible)
• Ask yourself, "would I rather have $____ in my hand right now or the money I made from that spend? "
• Based on that information, create a budget for the new year
© 2020, Reed Marketing LLC
SET A BUDGET
MEASURE ALL DIRECT RESPONSE SPENDS
USE EMAIL MARKETING FOR BRANDING
RELEVANT INFORMATION AND "HOW TO" VIDEOS
PERSONALIZED CHECK IN'S FROM TEAM MEMBERS
COMMUNITY OUTREACH AND
SERVICE EVENTS
© 2020, Reed Marketing LLC
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THE DIRTY LITTLE SECRET OF MARKETING:
None of this matters if your
website and showroom are
leaking ...
THE DIRTY LITTLE SECRET OF MARKETING:
© 2020 Reed Marketing LLC
Resources to Help You Win:
WhyFire.com
• Generate Leads
• Simple Estimates
• Sales Process
• Opportunity Tracking
Tools
• Automated Follow Up
• Scheduling Software
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YOU CAN WIN IN TODAY'S
LANDSCAPE
© 2020, Reed Marketing LLC
FREE RESOURCESTHE FIRE TIME PODCAST: SEASON 4
LISTEN ON:
THANK YOU!TIM REED
[email protected]
503.964.0499
itsfiretime.com
whyfire.com
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