1 / 24

Herradura , Costa Rica

WELCOMES YOU TO. Herradura , Costa Rica . Reminders. The 5 Laws that determine all of Life’s Outcomes Look for your transfer information RSPA Certification Closing Luncheon – Port Couchere. Brett Harward Featured Speaker Day 3. Welcome. Marketing.

gage
Download Presentation

Herradura , Costa Rica

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. WELCOMES YOU TO Herradura, Costa Rica

  2. Reminders • The 5 Laws that determine all of Life’s Outcomes • Look for your transfer information • RSPA Certification • Closing Luncheon – Port Couchere

  3. Brett Harward Featured Speaker Day 3

  4. Welcome Marketing

  5. Learn at least 3 new strategies to market your product or service. Purpose

  6. Objectives of Marketing • Build awareness and brand identity of the organization • Create sales opportunities • Create intrinsic value in the brand (Exit Strategy) • Position and communicate the value a company provides to the marketplace. • Set the standard for product and service delivery for operations • Create price elasticity

  7. “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” Sun Tzu, The Art of War

  8. Marketing Hurdles • Low Trust • Global Competition • No Middle Class

  9. Establish Trust • Social Proof • Remove Risk • Make clear agreements (And keep them)

  10. Secondary ConversationsIn Marketing and Sales • Primary Conversation – What’s being said • Secondary Conversation – What’s being thought

  11. Buying Process Awareness Marketing Search for Information Evaluate Alternatives Sales Make Purchase Decision Evaluate Purchase Operations

  12. Developing a Company Brand Look Feel Colors Tone Use of Shapes Images Fonts/Font Size Copy Placement of Text and Images (layout) Logos, Trademarks Messages Standards Tag Line Placement Word of emphasis Mediums Distinguishing features Take Aways Market position The Code of the West Ride for the brand

  13. Curse of Knowledge • Knowing too much most often interferes with your message • Simple • Memorable • Concrete

  14. Tell people the information they want to hear, not what they expect you to say for your own preservation Perfection in copy and messaging is achieved not when there’s nothing left to add, but when there’s nothing left that can be removed.

  15. Copy Writing Mistakes • Say too much • Focus on the obvious or expected • Too technical • No clear theme • Commoditize (sound like everyone else) • Not concrete • Focus on what they do not why • Confusing call to action

  16. 4 tips for writing great copy • Simplify – Short sentences, single message, bullet points. Decommoditize. • Chunk it down. Separate clear thoughts. • Benefit, Benefit, Benefit • Eliminate Risk

  17. Designing a Marketing Piece • What action are you looking for from someone who responds to this marketing piece? (visit website, call, visit location, none – awareness only) • Who exactly is the target market for my marketing piece? • What words would they use to describe the problem, need, or want that you solve? • What is the copy that would support those words, wants and needs. • What are the graphics and images that would support the messaging, copy and target Market.

  18. “All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.” Al Ries and Jack Trout

  19. Active vs Passive Active – Customers Looking for you. Know they have a need are are actively looking to fill their need. Passive – Customers who have a need, but aren’t looking. Either they don’t see the need right now, or they have considerations that prevent them from seeing how to solve their need right now.

  20. 3 Ways to DECOMMODITIZE your business • Positioning (marketing segmentation) • Timing • Placement

  21. Positioning 7 up Crest Southwest Airlines Volvo Triangle C Dude Ranch – Best Teen Vacation on the Planet Your Favorite Dry Cleaner Pizza Places Car Dealerships

  22. Targeted Marketing Qualified Lists • Customers • Behavior Based Lists (Selecting groups of people based on highly targeted behaviors) • Self Selected Lists • Affiliates • Alliances

  23. CRM • Thank • Invite • Educate • Survey • Remind • Ask • Cross Sell • Reward

  24. Status Issues Value (quantifiable measurement) Solutions Sales Process • Historical (past) • “Have you” • “What did you Like” • “What did you disliked” • Situational (Now) • “Do You” • “Are You” • Potential, wants, dream, probable, Possible (Future) • “Would you” • “Will you”

More Related