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3. The Mission Critical™ Marketing System Why gamble your resources. Check out this proven, cost-effective marketing system.

4. Mission CriticalTM Marketing “We highly recommend you to anyone who wishes to expand their business” “You accomplished in 6-8 weeks what we expected to take a year” “..more leads in one week than we used to get all year!” “outstanding work! …we see a steady increase in income…” “…we have compelling business plan and you also helped us focus on correct priorities” “In a couple hours you helped us spot the primary area that needed immediate handling” “significant progress has been made” Call (323) 913-3355 or e-mail info@hightechbiz.com

5. Essence of Marketing The essence of marketing is the art and science of using any promotional particle to communicate an idea about a product, service, or brand across a chasm and make a sufficient impact upon clients or customers in order to create a response Product Service C C Brand

6. Back-flow value Product(s) C Having made this impact, marketing creates a back-flow of value in the form of money, interest, and/or reach for your company’s brands, products or services.

7. Bright Idea Most marketing campaigns are doomed to failure because….. Product(s) C They begin with the alleged “Bright Idea” “Lets find a new ad agency. Maybe they can come up with some new ideas” “Which one of these brochures do you like?” “What we need is a new brochure!” “Our competition does ???. Why don’t we try something like that?” “Our product is so good we only need word of mouth!” Famous last words “Let’s ask the salespeople what we should do”

8. Starting with Promo • Direct mail • Sales force Product(s) C • Radio Marketing attempts to have an impact by selecting media or promo pieces to…. “get more business” • Telemarketing • Publicity etc., etc., etc.

9. Unprofitable ROI Product(s) C With 1-2% response rates as the norm for many marketing campaigns, money pours out to a huge budget with poor or nonexistent return on investment (ROI).

10. Why Marketing Fails • Out of sequence implementation • Ready, fire, aim approach to planning • Starting with advertising as the opening salvo of marketing • Using salespeople as the sole source of business development • Incomplete knowledge of target market • Testing marketing campaign in the field and hoping for results • Lack of correct use of resources • Misappropriation of marketing investment • Unskilled sales and marketing personnel Tested and proven methods are better

11. Successful Marketing CampaignsBegin with… • A product or service with a high value; • Existing or potential quantifiable demand; • Defined goals for the company; • Using proven methods based on sound marketing principles; Higher margins and earnings follow.

12. Goals Alignment Goals Alignment Product(s) Misaligned or poorly communicated goals are a barrier to all other marketing activity. This condition is one of the primary reasons for stalled marketing and failed businesses. Goals

13. Corollary A strong set of goals, purposes and values are one of the common denominators that distinguishes great companies from the wannabes and me-too products Note: Successful marketing campaigns and companies don’t require visionary goals to be successful. However, clearly communicated goals that gather momentum both within the company and outside are a prerequisite to success.

14. Goals – 3 conditions • Aligned • Divergent • Opposing goals or at cross-purposes Ensuring company and personal goals are in alignment is usually short process but it is also vital.

15. Target Market Target Market Other fundamental reasons for marketing failures are …. Product(s) Target Market Target Market • misestimating real demand – i.e. not just the size of market but, will they buy; • misidentifying target markets and their exact characteristics. Goals

16. Preliminary Analysis phase • Existing resources • Readily available facts and research • Rapid deployment of data analysis methods Addresses any area that could sabotage the success of your marketing campaign using:

17. Preliminary Analysis Target Market Target Market Preliminary Analysis identifies: Product(s) Target Market Data Analysis • Verifies identity of market segments Target Market • Finds or restores best practices based on proven patterns of success Goals Identifies and eliminates revenue barriers interference, and “sales prevention techniques”. We aim for, and often achieve, revenue gains even at this phase.

18. Market Intelligence (G-2) Target Market Market Intelligence (G-2 section*) aka Market Research, properly executed can have a dramatic effect on ROI instead of 1-2% return 10 –15% returns can be realized. Target Market Product(s) Data Analysis Target Market Market Research Target Market Goals *G-2 is the slang designation for military intelligence.

19. Research - 2 Types Target Market Target Market There are two categories of Market Research: Product(s) Data Analysis Target Market Market Research • Emotional • Qualitative Research Target Market A E Goals • Analytical • Quantitative Research Of the major divisions of market research, Emotional or attitudinal qualitative research is the most important. Researchers tell us that emotion is responsible for 80-95% of the ultimate decision to buy even amongst business to business and “professional buyers”.

20. Research - purpose Target Market Target Market The purpose of effective Market Research is to: Product(s) Data Analysis Target Market Market Research • Verify and or identify target markets; • Formulate and clarify our message(s); • Define “hot buttons” that increase response; • Select media based on market preferences; • Solidify the focus and set priorities for planning; • “Positioning” the company and its products to capture the attention of target markets in spite of over-crowded media and “white noise”. Target Market A E Goals “Message --- -------” Positioning Survey

21. Strategic Planning Target Market Target Market Product(s) Data Analysis Target Market Market Research Strategic Plan Target Market A E Strategic Planning is a management function concerned with ensuring that the companies business and products are coordinated to generate the desired level of profits and growth. A Strategic Plan drives the development of marketing plans for the company’s individual services or products, product portfolios and divisions. The Marketing Glossary Mark N. Clemente Goals “Message --- -------” Positioning

22. Strategy, advanced methods Target Market Target Market Product(s) Data Analysis Target Market Market Research Strategic Plan Target Market A E Goals “Message --- -------” Strategic planning is best practiced within a precise set of analytical and management disciplines. Well applied it goes beyond planning but also takes responsibility for successful completion of the plan through workable planning, skilled use of resources and truly bright ideas.

23. Tactical Plan(s) Target Market Tactical Plans are developed at all levels to support strategy and are continuously updated to keep in sync with changes in the environment. Target Market Product(s) Tactical Plan(s) Data Analysis Target Market Market Research Strategic Plan A Target Market E Goals • Tactical Plans may include: • Budgets and pro-forma financials; • Publicity and PR Plan; • Media planning unique to market segments; • Sales strategy and merchandising; • eCommerce or e-tailing strategy and tactics “Message --- -------” Sales and promotion initiatives are vastly more effective

24. Marketing Information System Target Market Target Market Product(s) Tactical Plan(s) Data Analysis Target Market Market Research Strategic Plan Target Market A E Goals Communication lines from target markets carry both sales revenues and valuable marketing information. This feed-back develops the marketing information system which we use to refine research and planning. “Message --- -------”

25. Expanding Spiral Target Market Product(s) Tactical Plan(s) Data Analysis Target Market Market Research Strategic Plan Target Market A E Goals “Message --- -------” Statistical benchmarking of results and continuous improvement create an ever increasing spiral of income and profitability.

26. Continuously Improving Results Target Market Product(s) Tactical Plan(s) Data Analysis Target Market Market Research Strategic Plan Target Market A E Goals Positioning “Message --- -------” As this complete process is repeated or major actions are selectively updated, the efficiency and returns from campaigns improve. All assumptions are continuously tested against precisely measured results.

27. eBusiness, eCommerce, & eTailing • Foreknowledge of technology trends and standards; • Expertise in dynamics of value-chain opportunities and dangers; • Aesthetic values and user needs unique to the Internet; • Knowledge management and mining data from existing resources; • Rapid deployment of strategy and tactical initiatives; • Lightening fast assimilation of new skills. The rules have changed! Principles of marketing have not! Skill sets required for survival in “internet time” are:

28. The Campaign takes full effect! Mission CriticalTM Marketing • Marketing • Business plans • E-Commerce • Sales Development • Funding Projects • Strategy • Incubation Situation Analysis clears $$ barriers Expansion Program energizes staff Ask for your… Publicity & PR creates strong demand FREE Business Analysis Engagement Begins Market Research improves response Home Mission Critical Approach PowerPoint presentation Call (323) 913-3355 or e-mail info@hightechbiz.com

29. Your Choices • Call (323) 913-3355 or Register for your FREE Business Analysis • E-mail info@hightechbiz.com • Click here for case studies and testimonials Home site Beginning