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9 Easy Steps to a Winning Marketing Plan by Jay B. Lipe, author of The Marketing Toolkit for Growing Businesses. 4 Reasons EVERY company needs to market. Most buyers won’t take action the1st time. Buyers are lazy. Your competition is marketing. Most buyers don’t need your product…today.

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9 Easy Steps to a Winning Marketing Planby Jay B. Lipe, author of The Marketing Toolkit for Growing Businesses

4 reasons every company needs to market
4 Reasons EVERY company needs to market
  • Most buyers won’t take action the1st time.
  • Buyers are lazy.
  • Your competition is marketing.
  • Most buyers don’t need your product…today.
  • Our economy is now marketing-driven.
    • Typical 1st Grader can name 200+ brands
    • U.S. children view over 400,000 commercials a year.

www.emergemarketing.com

6 reasons every company needs a marketing plan
6 Reasons EVERY company needs a Marketing Plan

A Marketing Plan…

  • Lays the groundwork for action
  • Can be hung in front of your nose
  • Breaks tasks down into manageable chunks
  • Gives you hope.
  • Acts as an idea sifter.
  • Gives you a place to return to in slower times.

www.emergemarketing.com

step 1 set goals
Step #1—Set Goals

Why?

  • Gives you something to aim for
  • Helps measure progress
  • Gives employees a rallying point

“The achievement of one goal should be the starting point of another.”

Alexander Graham Bell

www.emergemarketing.com

step 1 set goals1
Step #1—Set Goals
  • Quantitative AND Qualitative

www.emergemarketing.com

step 2 identify your problems
Step #2—Identify your Problems

Most Common Marketing Problems

  • We’re not generating enough leads.
  • No one has heard of us.
  • Our buyers don’t know all we offer.
  • We don’t have a marketing plan.
  • We lack the right marketing tools.
  • Our brand isn’t consistent.
  • Our marketing efforts are helter-skelter.
  • Our prices are too high (or too low).
  • We only have one product (or service).
  • Our market is declining.

www.emergemarketing.com

step 3 study your competition
Step #3—Study your competition

What will I learn from them?

  • What the market wants
  • What their weaknesses (and your strengths) are
  • What their strengths are
  • Best ways to market
  • New markets & services
  • Unfilled niches

www.emergemarketing.com

step 3 study your competition1
Step #3—Study your competition

Where to find competitive info:

  • Ex-employees
  • Mystery shop
  • Yellow Pages & other directories
  • Websites
  • Advertising (display & help wanted)
  • Get on mailing lists
  • Trade shows

www.emergemarketing.com

step 4 target all audiences
Step #4—Target ALL Audiences

Initially, target on two dimensions:

  • Company
    • Size
    • Geography
    • Industry
  • Person
    • Title
    • Affinities

www.emergemarketing.com

step 4 target all audiences1
Step #4—Target ALL Audiences
  • But shouldn’t you also target:
    • Referral Targets?
    • Champions?
    • Gatekeepers?
    • Decision influencers?

www.emergemarketing.com

step 5 identify your key messages
Step #5—Identify your Key Messages
  • Pain

What pain does your audience have? (“I feel…”)

________________________________________________

________________________________________________

________________________________________________

www.emergemarketing.com

step 5 identify your key messages1
Step #5—Identify your Key Messages
  • Benefits

“After working with XYZ, I can now…”

_________________________________________

_________________________________________

_________________________________________

www.emergemarketing.com

step 6 strategies
Step #6—Strategies
  • Draw Strategies from your Problems
  • Understand where buyers get information
    • Publications
    • Websites
    • Online communities
    • Conferences, seminars, trade shows
    • Opinion leaders

www.emergemarketing.com

step 7 blend personal non personal marketing
Step #7—Blend Personal & Non-Personal Marketing

Personal Marketing

Marketing activities that expose a company to buyers, AND require a physical presence.

Non-Personal Marketing

Marketing activities that expose a company to buyers, yet don’t require a physical presence.

www.emergemarketing.com

step 7 blend personal non personal marketing1
Step #7—Blend Personal & Non-Personal Marketing
  • Buyers process information differently
    • some like paper
    • others online
    • others like in-person
  • Good marketing blends these methods

www.emergemarketing.com

step 8 tactics
Step #8—Tactics
  • Each tactic must answer:
    • Who (is the leader?)
    • When (will it be completed?)
    • How much (will it cost?)
  • Use a timeline
    • For a free download, go to:

http://emergemarketing.com/publications/index.htm

www.emergemarketing.com

step 9 commit to implementation
Step #9—Commit to Implementation

“A great idea that’s 99% implemented…

is still just an idea.”

  • Establish project leaders for each project.
  • Hold everyone accountable for their deadlines.
  • Hold biweekly project meetings to review progress.
  • Schedule quarterly updates.
  • Schedule annual planning sessions.

www.emergemarketing.com

some marketing truths
Some Marketing Truths
  • If your service sucks, fix that first.
  • Every employee is a marketer.
  • Marketing covers far more than you think…

www.emergemarketing.com

take the marketing quiz
Take the Marketing Quiz:
  • Which of these are Marketing Activities?
    • Mailing a flyer.
    • Advertising in a trade journal.
    • Making a sales call on a prospect.
    • Getting interviewed on a radio station.
    • Developing prices for a new product.
    • Opening up a new distributor.
    • Researching your customers.

www.emergemarketing.com

take the marketing quiz con t
Take the Marketing Quiz con’t
  • Now, which of THESE are marketing activities…
    • Answering your business phone.
    • Describing your business to someone at a party.
    • Interviewing job candidates.
    • Sending an email.
    • Submitting a proposal.
    • Faxing information to a business partner.
    • Answering a customer complaint.

www.emergemarketing.com

7 points of contact
7 Points of Contact

On average…

7 contacts are needed…

between a seller and a buyer

before a sale is made.

www.emergemarketing.com

7 points of contact1
7 Points of Contact
  • A real-life case study
  • Variety helps…

www.emergemarketing.com

in closing
In closing…
  • Today, EVERY company must market.
    • It’s a matter of survival.
  • Successful marketers usually have a marketing plan.
  • A good marketing plan details:
    • Actions steps
    • Strategic thinking behind the action.

www.emergemarketing.com

who is this jay lipe guy
Who is this Jay Lipe guy?
  • CEO, Emerge Marketing

Fortune 500 Marketing Expertise for Growing Companieswww.emergemarketing.com

  • Author of

The Marketing Toolkit for Growing Businesses

www.emergemarketing.com