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Marketing Mastery Series

Cherie Sohnen-Moe

Co-Author ofThe Ethics of Touch

Author ofBusiness Mastery

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Marketing Mastery Series

By Cherie Sohnen-Moe

Maximize Marketing Through Innovation

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Objectives

At the end of this webinar you will be able to:

● List the 3 core marketing concepts.

● Define innovation.

● Describe the 2 major characteristics of innovative marketing.

● List the 4 critical steps required to create a solid, effective marketing plan.

"Image courtesy of Idea go/FreeDigitalPhotos.net".

www.dictionary.com

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Marketing Definition

Marketing is simply sharing yourself in such

a way that people get a sense of who you

are and what you do, so they can make an

informed choice about using your services

and buying your products.

"Image courtesy of Photokanok/FreeDigitalPhotos.net".

Wide World of Marketing

PromotionActivities and materials you produce to gain visibility (indirect costs).

AdvertisingBusiness exposure that you pay for directly.

PublicityBuilding media awareness about you or your business.

Community RelationsGoodwill activities that create a positivepublic image for you and your business.

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Promotional Techniques

"Image courtesy of Stuart Miles / FreeDigitalPhotos.net".

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Promotional Tools

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Advertising

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"Image courtesy of njaj / FreeDigitalPhotos.net".

"Image courtesy of Naypong / FreeDigitalPhotos.net".

Publicity

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Community Relations

FEMA News Photos.

Image Courtesy of Rosemary Nugent for Geelong West Community Garden

Core Marketing Tenets

● Establish Trust & Credibility

● Choose Several Target Markets

● Develop an Innovative Marketing Plan

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CC1: Establish Trust & Credibility

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Credibility Checklist

Background

Appearance and Demeanor

Communication Skills

Testimonials and Success Stories

Pictures

Professional affiliations

Credentials

Public image"Image courtesy of cooldesign/FreeDigitalPhotos.net".

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Everything You Do Makes a Statement

How you feel about yourself.

How you feel about your clients.

How you feel about your practice.

"Image courtesy of Idea go/FreeDigitalPhotos.net".

CC2:Choose Several Target Markets

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CC3: Develop an Innovative Marketing Plan

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1. Determine your Position

2. Identify Specific Target Markets

3. Assess your Competition

4. Create a Strategic Action Plan

Four Steps to a Solid Plan

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Step 1: Branding

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Define Your Brand

How do people describe you & your practice?

Describe the image you wish to portray.

How do you align with this image?

What changes are needed to be in alignment?

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The Differential Advantage

aka

The Unique Selling Proposition (USP)

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Position Statement

1. What does your business do?

2. What needs does your business meet?

3. What problems does your business solve?

4. How do your clients benefit psychologically?

5. How does your business differ from the competition?

1. Determine your Position

2. Identify Specific Target Markets

3. Assess your Competition

4. Create a Strategic Action Plan

Four Steps to a Solid Plan

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2: Target Markets

.

"Images courtesy of FreeDigitalPhotos.net".

1. Determine your Position

2. Identify Specific Target Markets

3. Assess your Competition

4. Create a Strategic Action Plan

Four Steps to a Solid Plan

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3: Competition

Identify the Competition

Those who provide the same service to the same market.

Other providers of products and services that your target markets employ to meet their needs.

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"Image courtesy of cooldesign / FreeDigitalPhotos.net".

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Competition Analysis

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1. Determine your Position

2. Identify Specific Target Markets

3. Assess your Competition

4. Create a Strategic Action Plan

Four Steps to a Solid Plan

"Image courtesy of posterize/FreeDigitalPhotos.net".

4: Strategic Action Plan

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WIIFM

What’s

In

It

For

Me

"Image courtesy of Salvatore tungphoto/FreeDigitalPhotos.net".

“Learning and innovation go hand in hand. The arrogance of success is to think that what you did

yesterday will be sufficient for tomorrow.”

~William Pollard~

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Innovation Techniques

1. Personalization

2. Package Deals

3. Technology

"Image courtesy of Stuart Miles/FreeDigitalPhotos.net".

1: Personalization

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2: Package Deals

3: Technology

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10 Steps to Innovation

1. Draft/review your marketing plan.

2. Identify successful techniques successful.

3. Identify unsuccessful techniques.

4. List innovative marketing campaigns.

5. Identify impressive characteristics.

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10 Steps to Innovation

6. Highlight the same characteristics in your marketing plan.

7. Identify retooling needs.

8. List of new strategies.

9. Survey clients.

10.Update your marketing plan.

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"Image courtesy of Danilo Rizzuti / FreeDigitalPhotos.net".

“If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative.”

~Woody Allen~

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Thank You

www.BusinessMastery.us

www.Sohnen-Moe.comhttp://www.facebook.com/SMA.biz

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