marketing presentation 8/09
TRANSCRIPT
MARKETING FOR RESULTSWhat you need to know
Insanity:“doing the same
thing over and over thing over and over again and expecting different results.”
Albert Einstein
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Why do we need to market?
“A good reputation is no longer enough tolonger enough to
attract new business.”attract new business.The New York Times
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In today's economyIn today s economy
Opportunity!
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So what isSo, what is marketing?
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marketing?
Marketing vs SellingMarketing vs. Selling
M k ti S lliMarketingWho are we?
SellingCreating new li t f thWho/what is our
market?How do we
clients from the leads generated in the marketingHow do we
communicate?
in the marketing effort.
Measure success by the
Measure success by success by e
number of leads generated.
ynew revenue.
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How to get resultsHow to get results
Marketing requires commitment
Everyone in your firm marketsEveryone in your firm markets… some just don’t know it!
P i i i i !! D lPut it in writing!! Develop an annual marketing plan with specific goals.
The plan should be approvedThe plan should be approved and acted upon by management
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“ What I mean is that marketing knits the wholemarketing knits the whole
organization together… While h l i ill itechnology is still important,
the consumer has to lead innovation… everything spins
off the consumer ”off the consumer.
Harvard Business Review
Interview of Phil Knight
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1 000 0001,000,0002,700,
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Marketing for Results
“It's not about telling and lli I ’ b iselling. It’s about starting
conversations and solving problems”
Jim Stengel
Chief Marketing Officer
Procter & Gamble
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DIFFERENTIATE OR DIE!
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Who are we?Who are we?
Wh d d ll?What do we do well?
Competitive advantagesp g
What need do we fill in the market place?market place?
Competition
How do we want to be perceived?perceived?Image, brand and message
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Who are we?Who are we?
Research
Survey your employeesSurvey your employees
Get feedback from your clientsInterviews or focus groups
Ask referral sources
Review all your marketing materialmaterial
Get some help to look inward
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“We are not in the coffee business serving peoplebusiness serving people,
we are in the people p pbusiness serving coffee”
Howard Schultz – CEO
Starbucks CoffeeStarbucks Coffee
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Identify your targetsIdentify your targets
Who or what is your target market?
They will compare your reputation your technical abilityreputation, your technical ability, your strategies and your price.
Friendly relationships are notenough they want moreenough they want more (relationships are still important!)
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Identify your targetsIdentify your targets
Understanding the generations
Baby Boomers 1946-1964Baby Boomers 1946 1964
Generation X 1965-1979
Generation Y 1980-2000
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Identify your targetsIdentify your targets
Who needs what we offer?
Develop a client modelDevelop a client model.Be specific.
Understand your target market.What do they want?
How will they find it?
What will motivate them to takeWhat will motivate them to take action?
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“Birds of a feather flock together.”
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Identify your targetsIdentify your targets
How do you determine what they want and how they’ll find y yit?
Ask and listen (research)Ask and listen (research)
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Identify your targetsIdentify your targets
ResearchAnalyze your current clients.y y
Conduct focus groups or surveys.
What are new prospects askingWhat are new prospects asking for?
M k t hMarket research
Use Social Media
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How do we communicate?How do we communicate?
Created using Wordle.net
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How do we communicate?How do we communicate?
Things to keep in mindThings to keep in mind when selecting your communication tools
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How do we communicate?How do we communicate?
YELLINGi l ff ti !is no longer effective!
People want the opportunity to
COMMUNICATECOMMUNICATE.
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Top 3 reasons people buyTop 3 reasons people buy
1. Referred - Reviewed – Recognized
2. Specialization
3. Proactive3 oac e
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Interact within the
network, both onlineand offline
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The Law of the Few
10% influence the10% influence the purchasing behavior g
of the other 90%
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%91% of people are likely to buyare likely to buy based on a recommendation
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Some StatisticsSome Statistics
Median age of a…
Twitter user is 31Twitter user is 31
Facebook user is 26
LinkedIn user is 40
Source: PEW Research Center
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Some StatisticsSome Statistics
One third (35%) of American adult internet users have a profileadult internet users have a profile on an online social network site,
f tifour times as many as three years ago.y g
Source: PEW Research CenterSource: PEW Research Center
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How do we communicate?How do we communicate?
BALANCE
Market
Effectiveness Expectations
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Message developmentMessage development
Differentiate or Die!Offer something differentg
Area specialty
C titi d t ?Competitive advantages?
What value do you offer?
Memorable?
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Message developmentMessage development
Wh i iWhy is your service
different and usefuldifferent and useful…
not just better?j
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Your brandYour brand
“A brand is a name orA brand is a name or symbol used to identify the source of a product
or service ”or service.
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Your brandYour brand
A strong brand can add significant value when it is well grecognized and has positiveassociations in the mind of theassociations in the mind of the consumer.
Consumers are drawn to buying a strong brand and often happily pay more over a “generic.”
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vs.
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vs.
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Which one would youd b i ith?do business with?
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Act on your planAct on your plan
Acting on the plan separates the dreamers from the doers!
Develop goals and measure your successyour success.
Set deadlines.
Have a system to monitor activity and resultsactivity and results.
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Questions?
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Thank You!a ou
Wade Messer - 858.674.6604
wmesser@messerandcompany [email protected]
http://www.linkedin.com/in/wademesser
Dean Isaacs - 858.674.6604
www.linkedin.com/in/deanisaacs
twitter.com/deanisaacs
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