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Marketing Workshop Presenter: Donald Munro

Marketing Workshop Presenter: Donald Munro. Your Presenter - Donald Munro. Qualified Accountant Business owner Business & Executive Performance coach Trained & accredited in 2007 Passion for business & theatre. Ownership. PROACTIVE. Accountable. Responsible. Blame. Excuses. Denial.

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Marketing Workshop Presenter: Donald Munro

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  1. Marketing WorkshopPresenter:Donald Munro

  2. Your Presenter - Donald Munro Qualified Accountant Business owner Business & Executive Performance coach Trained & accredited in 2007 Passion for business & theatre

  3. Ownership PROACTIVE Accountable Responsible Blame Excuses Denial

  4. Formula for Success in any economy: • Rise Early • Work Hard • Strike Oil - J. Paul Getty

  5. Marketing

  6. Marketing Is

  7. Marketing Is

  8. Marketing Is

  9. Tell Prospects What's Available ... What are the benefits ... What to buy ... How to choose ... How to buy from you ...

  10. Written Verbal Goals No Written or Verbal Goals or Plan Planning 3% 98% of wealth 27% 70%

  11. The Marketing Plan 1.0 Marketing Vision 1.1 Goals 1.2 Purpose 1.3 Picture 1.4 Gap Dashboard 2.0 Ideal Customer 2.1 Market Needs 2.2 Market Trends 2.3 Market Description 2.3.1 Demographics 2.3.2 Psychographics 2.3.3 Behaviors 2.3.4 Geographics 2.4 Market Growth 3.0 Remarkable Difference 3.1 Differentiators 3.2 Direct Competition 3.3 Indirect Competition 3.4 Model Competitors 4.0 Core Strategy 4.1 Core Message 4.2 Positioning Goal 4.3 Key Strategic Indicators 4.4 Core Branding Elements 4.4.1 Colors 4.4.2 Logo 4.4.3 Images 4.4.4 Type 5.0 Product/Service Innovation 5.1 Hourglass Strategy 5.2 Price Rationale 6.0 Marketing Materials 6.1 Marketing Kit 9.0 Lead Conversion Plan 9.1 Sales Strategy 9.2 Sales Process 9.2.1 Qualify 9.2.2 Present 9.2.3 Nurture 9.2.4 Transaction 9.2.5 Follow-up 9.3 CRM Plan 10.0 Service Experience 10.1 Community Building Plan 10.2 Loyalty Product/Service Offerings 10.3 WOW Process 11.0 Marketing Calendar 11.1 Monthly 12.0 Critical Numbers 12.1 Sales Forecast 12.2 Marketing Expense Budget 12.3 Measurement Plans 12.4 Key Marketing Metrics 13.0 Marketing Training Game 13.1 Marketing Organization 13.1.1 Organizational Chart 13.2 Keys to Success Training Plan 13.3 Numbers Reporting • 6.2 Marketing Story • 6.3 Case Study Plan • 6.4 Testimonial Plan • 6.5 Multi Media Materials • 7.0 Web Plan • 7.1 Website Marketing Strategy • 7.2 Content Strategy • 7.2.1 Update • 7.3 Search Engine Strategy • 7.3.1 Local Search • 7.3.2 Social Search • 7.4 Email Marketing Plan • 7.4.1 Lead Capture Strategy • 7.4.2 Ezine and Data Mining • 7.5 Social Media Plan • 7.5.1 RSS • 7.5.2 Blog • 7.5.3 Podcast • 7.5.4 Social Networking • 8.0 Lead Generation Plan • 8.1 Advertising • 8.2 Public Relations • 8.2.1 Media List • 8.3 Referrals • 8.4 Direct Mail • 8.4.1 Mailing List Source • 8.5 Lead Generation Tracking Plan

  12. The Marketing Plan Ideal Customer Remarkable Difference Core Strategy Marketing Materials Marketing Calendar Critical Numbers

  13. Ideal Customer Make a list of your target market segments, niche’s or groups :

  14. Ideal Customer Where will you find them in the highest concentration ?

  15. AIDA ! What is your offer going to be, and what do they want to buy ?

  16. WHY ? Why do they want to buy it ? What are the BENEFITS ?

  17. Strategy What will you say, and how will you communicate your offer to them ? www.buythisherenow.com

  18. 10/10 Target 5/10 Offer 1/10 Copy

  19. Creating Your Copy Use a Headline Use your product name Use “YOU” 7 Reasons why … Here’s how, here’s why .. How to, here’s how you can .. Don’t …

  20. Sales Process ? Identify Suspects for Database Market to suspects Receive call (script 1) or make Follow up call (script 2) Telemarketer books Appointment for you Telemarketer sends info fax to Prospect confirming appointment. Info fax includes your company and product profile, and your Questionnaire Telemarketer advises you of appointment booked Within 24 hours you must make contact with suspect and ask deeper qualifying questions and gets commitment to send questionnaire back within 48 hours. And advises information pack will be sent following receipt of questionnaire (script 3) On receipt of questionnaire, info pack is sent by PA to prospect and you then phone prospect up and thank them for sending it back. (script 4) 2 days after info pack is sent, you call to confirm pack has been received (script 5) 3 days before scheduled meeting send Postcard “I’m looking forward to meeting you on…. And finding more out about your business” Day before meeting, you phone to make sure info has been reviewed (script 6). Attend meeting and complete the sale (script 7)

  21. Marketing Material Business profile Product / service info Features & Benefits Statement Testimonials Order Form Samples Diary .. .. ..

  22. Marketing Calendar

  23. Key Performance Indicators Footfall Website hits Responses Prospects Customers Sales – Units, £, Profit Other … …

  24. The Marketing Plan Ideal Customer Remarkable Difference Core Strategy Marketing Materials Marketing Calendar Critical Numbers

  25. Q & A

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