7steps marketing power workshop 9.30.10
TRANSCRIPT
Marketing Power WorkshopSept. 30, 2010
St. Edward’s University
Professional Education Center
Sponsoring Partners
Supporting Partner
The Moxie Story
A bottle & a book
Definition of Marketing
Know Like Trust
Webster’s1 a : the act or process of selling or
purchasing in a market.
Definition of Marketing
Know Like Trust
Webster’s1 a : the act or process of selling or
purchasing in a market.
American Marketing AssociationMarketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and
society at large.
Definition of Marketing
Know Like Trust
Marketing is a System
1. Narrow your focus
2. Find and communicate a core difference
3. Package your business
4. Create content that educates
5. Establish your lead generation trio
6. Harness the Internet
7. Live by a calendar
Strategy before tactics
Your marketing map
Your personal and business goals
Everything is marketing
1. Narrow your focus
Narrow
Target market
Your ideal customer
What is ideal?
Values you
Profitable
Refers
Ideal customer
Demographics
Psychographics
Geographics
Behavior
2. Find and communicate a core
difference
What people really buy?
Your unique product
Your unique service
Your unique process
Your unique experience
Your unique people
Your unique guarantee
Your unique packaging
Your unique delivery
Your unique solution
Action steps
Interview 8-10 ideal customers
Why did you choose us?
What do we do that others don’t
Why do you refer us?
Have you asked your employees?
What themes emerge?
Action steps
Marketing purpose statement
Remarkable difference
Talking logo
Core marketing message
Differentiate – TEAM Funding Solutions
Marketing Purpose StatementTEAM Funding Solutions is here to help brokers succeed
What you do for a living? (your talking logo)“We help customers realize their business dreams.”
Complimentary statement“TEAM Funding Solutions is a direct funding source dedicated
to funding "C-Credit Leases.”
Core marketing message“We Approve C-Credit Leases for the Broker Community!”
3. Package your Business
Image is everything
Conduct a communications audit
How do you “package” your business?
What do you name your products or service?
How do your name, logo, branding, colors
communicate what you do?
Quality counts
4. Create content that educates
Content that educates Your marketing kit
Your online education
eNewsletters
Your presentations
Your content strategy
Content optimization Blog
Podcast
Photos
Videos
Online PR
Social profiles
Local profiles
The marketing hourglass
•Articles
•Ads
•ReferralsKnow
•Web site
•Reception
•NewsletterLike
•Marketing kit
•Free report
•Product PresentationTrust
•Webinar
•Evaluation
•NurturingTry
•Service team
•New customer kit
•Finance/deliveryBuy
•Post project survey
•Cross selling
•Quarterly eventsRepeat
•Results reviews
•Partner intros
•Peer2peer eventsRefer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
•Articles
•Ads
•ReferralsKnow
Like
Trust
Try•Service team
•New customer kit
•Finance/deliveryBuy
Repeat•Results reviews
•Partner intros
•Peer2peer eventsRefer
Filling the gaps – product & process questions
© Duct Tape Marketing – all rights reserved
Marketing Life Cycle
The product/service mix strategy
What is your free or trial offering?
What is your starter offering?
What is your “make it easy to switch” offering?
What is your core offering?
What are your add-ons to increase value?
What is your “members only” offering?
What are your strategic partner pairings?
5. Establish your lead generation trio
Inbound lead generation trio1. Advertising
2. Public relations
3. Referral systems
Advertising
Narrowly targeted
2-step – direct response
Accountable
Awareness for content
Advertising – Direct Response
Broadcast
Online
Letters, postcards, email campaign
Consumer or business publications, websites
Target market trade publications
Seven Tips to Writing a Direct Response
Letter
1. Curiosity-arousing headline
2. Identifying a problem or a need
3. Show that your service Is the solution
4. Stress benefits
5. Offer proof you can solve the problem
6. Invite them to take action
7. Give them a way to respond
Public Relations
What publications do your customers
read – online or print?
It’s about relationships: Don’t pitch & run helpareporterout.com
Monthly touch
Submit “How To” articles ezinearticles.com
Re-purpose on your web site, sales kit pitchengine.com
Create a referral system
Teach your business
to market itself
The four
realitiesof referral
#1 People make
referrals because
they need to
#2 All business
involves risk
#3 Nobody talks
about boring
businesses
#4 Consistency
builds trust
Referrals are part of a marketing system
Authentic strategy
Content that builds trust
Content that educates
Customer community
Partner community
Execution & Follow-up
The perfect intro
Lead conversion
Qualification – Next step
Presentation – Internal seminar
Nurturing – Sales cycle
Automate & Dominate – Drip campaign
Use a CRM tool ACT!
Batchbook
Salesforce
6. Harness social media & the Internet
“If you’re not participating in social media, you’re not really online.”
Creating your small business social
media system
90 Trillion
The number
of emails sent on
the Internet in 2009.
Source: Jess3
500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit:
Oversocialized
10 Billion+ Tweets Sent on
Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable
2 Billion Videos Are Streamed
Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch
What is Social Media Marketing?
―Social Media Marketing: Enables Others to Advocate for
Your Business Through Compelling Content‖
Image credit: Ian Sane
Social media hierarchy
Micro
Social Networks
Social Bookmarking
Social Search
RSS Feeds
Blogging
7. Live by the calendar
Live by the calendar
Monthly themes
Weekly actions
Daily appointments
Embrace a productivity system
Your questions?
What now?
About Moxie MarketingMarketing with an Attitude for Small Business
• We help small business owners and service professionals realize their
business dreams
• Install small business marketing systems & equip your company with
great creative, tools and tactics.
– Strategy before tactics
• Powered by Duct Tape Marketing, Authorized Coach
• Simple, effective, affordable
– Coaching and Consulting
• Personal - Your Virtual Chief Marketing Officer
• Group
About Moxie Marketing
– Creative Services – Jolly Design
• Logos, business identity
• Marketing collateral
• Web Design
– Public Relations – The Sage Closer
– SEO, SEM
– Advertising & Copywriting
– Direct Marketing
– Online Marketing & Marketing Automation
Rick L’Amie
• Web: www.getmoxiemarketing.com
• Blog: www.marketingwithmoxie.com
• Twitter: twitter.com/MoxieMarketing
• LinkedIn: www.linkedin.com/in/ricklamie
• Email: [email protected]
• Phone: 512.814.MOXIE (6694)
Marketing Training CampJan. 11 – April 19, 2011
Training Camp Schedule• Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and
Dominate - Developing and Communicating Your Core Marketing Message
• Session 2 - Give Them an Image - Communicating the Complete Marketing Package
• Session 3 - A Marketing Kit That speaks to Each Prospect - Developing Marketing Materials That
Educate
• Session 4 - Marketing Story - Make Meaning By Telling Your Story & Case Studies &
Testimonials - Demonstrating Results Through Real Life Client Work
• Session 5 - Referral Marketing - Building a Systematic Referral Marketing Machine & Small
Business Advertising & Direct Mail - Every Sale Starts with a Lead
• Session 6 - Public Relations - Earned Media Attention and Expert Status & A Selling System -
Turn Prospects to Clients and Clients to Partners
• Session 7 – Social Media Marketing–Developing a Systematic Social Media Marketing System to
Enhance your Overall Marketing Efforts
• Session 8 – Marketing Automation – Creating Automated Drip Marketing Campaigns & Live by the
Calendar – Implementing a Step-by-Step, Calendar-Based Process to Keep Your Marketing Efforts
on Track.
Social Media Pro WorkshopOct. 19- Dec. 14
• Session One – Creating a Social Media Strategy
• Session Two – Optimizing Brand Assets
• Session Three – Blogging for Business
• Session Four – Social Networking and Networks
• Session Five – Managing the Beast
Referral Engine
Power GroupsOct. 26 – Dec. 21
• Week 1 - Introduction, goal setting and system action plan for the
program
• Week 2 - Define target referral market and core referral message
• Week 3 - Create referral education and strategic partner plan
• Week 4 - Create referral marketing offers, tools and follow-up system
Coming Next
• PR for the Small Business – Dave Manzer
• The Power of Effective Design in Corporate
Communications – Larry Jolly
• Productivity Tips – Maura Thomas
• Your Questions
• Special Offers
• Door Prize Drawing
“The Power of Effective Design in
Corporate Communications”
Larry JollyPresident, Jolly Design Inc.
Creating a “Happy” brand:
A strategic decision
• Must reflect what already exists.
• Accentuates the positive.
• Allays the negatives.
There are two things upon which success under all
circumstances rests. The one is that PURPOSE and
GOAL of the activity have been correctly defined, and
the other is to find the CORRECT ACTIONS toward
the goal. —Aristotle
Design becomes a STRATEGIC
component of your mission, and not
just a function of decoration. Design
reflects order, purpose. It is the
opposite of chaos.
Design as corporate strategy
(hint: engage creative people on a
strategic level)
1. What are your goals?
The first question you should ask yourselves before searching for a creative partner and creative solutions.
• Define the problem.
• Know your audience.
• Identify the solution.
• Create a brief (set parameters, budget, timelines, expectations).
2. Choose a Creative PartnerAdvertising Agencies• Marketing Strategy Development
• Media Buying
• Message Development
• Cumbersome/Expensive
Design Firms (including freelancers)• Creative Interpretation of message (―flair‖)
• Execution across a variety of media, including web
• Nimble/Less Expensive
In-house Designers• Always available
• Know the company
• Least expensive
3. How to engage: Ask questions.• Portfolio
• Experience
• Cost
• Methodologies
4. Ask for proposal • Must feel good about working with the firm
• Don't let budget be sole determining factor
- Don't be afraid to negotiate
• Don't ask for "spec" work
5. The Process: where design shines.
Pique visual interest. Invoke emotional
response. Give people something they can
relate to on a personal level, not just
information.
Start here:
– Who are you?
– What do you do?
– Why should I care?
Design basics
Arrange information in scannable,
digestible chunks.
Design basics
Use pictures. White space is good.
Design basics
Know your audience. Wow them in
THEIR language.
Design basics
Make it readable. Use color!
Design basics
Too many rules. BAD. (Don’t try this at home!)
Design basics
Call to Action!
Design basics
Have fun!
Case Study
Texas Nurses Association (TNA)
The Problem
• 100 Years Old (and looked like it)
• Disaffected membership
• Disinterested/Uninformed market
• Dwindling income
• Ineffective outreach
• Irrelevant content (no compelling
cost/benefit)
100 Years Old (and looked like it)
Outdated/Inconsistent Branding
Disaffected membership
Ineffective outreach
Irrelevant content (no compelling cost/benefit)
The Solution
HONOR 100 Years
- Accentuate value of age and experience,
not hide it.
Make it RELEVANT to younger nurses
- Use real people, real stories, great photos.
Clearly show BENEFITS to joining
- Address objections head-on.
PUSH membership
Results/Follow-up
Greater visibility
Higher interest
Reversal of membership decline
Continuing campaigns &
Web Site optimization
Case Study
Newgistics
The Problem
• Successful Returns Logistics
Company
• Oversaturation in too small a niche
• Larger companies beginning to offer
returns solutions
Old Logo
Overview Brochure
Overview Brochure
Overview Brochure
The Solution
• Remake the company into both a forward
shipping and return shipping resource
• Create new brand that clearly acknowledged
new focus
• Leverage brand equity and expertise from
past successes
New Logo
Overview Brochure
Sales kit
Mailer
Trade Show Booth
New Website
Results/Follow-up
Successful re-branding
Renewed customer interest
Aggressive positioning
Expanded marketing opportunity
Summary
If PAIN is the catalyst for change…
then PLAY is the balm that helps the
medicine go down. PLAY. Hard.– Act like an entrepreneur.
– Think like a startup.
– Work like a dog.
– Spend (Don’t save for a rainy day. It’s storming!)
– Dance like no one’s watching. Have fun.
Get creative. Take some risks.
PR for Small Business
Dave Manzer
Reasons to do PR
• Traditional marketing – email, direct mail and telemarketing – less effective
• Competitors have gotten good press
• Nobody has heard about you
• Marketing budget got cut
PR Myths Debunked
• You have to be a big company to get media attention
• You need a product launch to have earth-shattering news to do a press release
• Nobody wants to hear news about small companies
• Press releases are a dying art form in today’s social media dominated world
PR Defined• What is PR?
– A fun way to promote your company
– A way to be more visible & different from the rest
– An effective way to be in the buyer’s mind
• What PR is not:
– Too expensive for Main Street companies
– Spam, telemarketing or other annoying interruption-based marketing
– Ineffective at generating sales
Benefits of PR
• More credibility for your business: “Expert Factor”
• More recognizable brand in public’s eyes – “Top of Mind”
• Revenue growth
• Search engine optimization (SEO): website traffic & leads
• Low cost per 1,000
• Create Buzz & Word of mouth referrals
Tools of PR
• Press releases
• Writing articles
• Public speaking
• Newsletter
• And New Technology: Video Press Releases, Social Media
Anatomy of a Press Release
• Newsworthy: Product launch, strong growth, internal expansion, geographic expansion, new promotion
• Header: logo, “For Immediate Release,” contact name, phone number, & email
• Strong Title: 8-22 words total filled with action words with (or without) company name
• Sub-title: Descriptive restatement of title sometimes adding more detail with (or without) company name
• Body: 400-600 words in short paragraphs with quotes from business and customer/3rd party; include domain name
• About Company: 4-6 lines max (KISS); include domain name
FOR IMMEDIATE RELEASEDave Manzer
(512) 963-9924
Taking advantage of the competition between online media outlets for breaking business news, The Sage Closer has
negotiated distribution rights that will give VARs exposure in North America, Europe and Asia. Several news content websites
with a VAR market emphasis have expressed interest in receiving short video news releases to share with their community
and help drive online ad revenue.
VAR NewsBeat will feature news in 90 second segments about VARs in the SMB market, notes Dave Manzer, founder and
president of The Sage Closer. ―Each video news story is produced in a film studio with a news anchor reading from a
teleprompter,‖ he says. ―Images and additional video will be added to the news release to enrich the viewing experience.‖
Many VARs have been reluctant to use video as a way to market their business, which Manzer believes is not necessarily a
bad thing. He warns: ―Pitfalls abound when considering video for promoting business. SMB VARs are wise to weigh costs
versus benefits to the business first given the potentially high production costs and uncertainty over how video will translate
into new business.‖
In addition to one-minute news releases, The Sage Closer will also feature VAR profiles and interviews with well-known
experts in VAR sales and marketing. Manzer says that VAR NewsBeat’s goal is to create more awareness of new products
and breaking announcements for VARs and their vendors in North America, Europe and Japan. He adds: ―Because traditional
news outlets are biased toward large enterprises, an incredible demand for news about the SMB market goes unmet because
there are few content producers willing to focus on smaller companies.
Video News Release Service from The Sage Closer Offers Software and
Hardware VARs Global News DistributionPR provider adds video news release production and distribution service to help VARs receive news coverage
in global online news websites
Austin, Texas – September 21 – The Sage Closer, a provider of PR services to VARs worldwide, has launched a video
news release service to help VARs receive greater media coverage on the Internet. The video news service, called ―VAR
NewsBeat,‖ will allow software and hardware VARs to reach a global audience with professionally-produced news and
branding messages.
About The Sage CloserThe Sage Closer is a public relations advisory firm that helps technology businesses build brand equity, increase website traffic and grow revenue. For more information on how The Sage Closer can help your business reach a wider audience of potential buyers and media, please visit our website at www.thesagecloser.com/ or call us at 512-963-9924.
Pitch and Placing Story in Media
• Research: Find out which publications, blogs, TV stations or other media is the best fit for your news story
• Memorize Pitch: Be able to recite pitch on phone or in-person
• Email Pitch Summary: Give the Who, What, Where, Why and How succinctly; be sure to stress why the story is valuable to publication’s readers/viewers
• Follow-up: Always follow-up on email pitches and even initial phone calls with a phone call
• RESPECT: Treat journalists and other media contacts with respect; don’t keep them on the phone for long, and always thank them for their time
• Feedback: If story did not run, find out why and improve it.
PR Tactics…
• Sponsor a worthy cause
• Tie into a holiday or a bigger story of national, regional or local importance
• Conduct a survey
• Stage an event
(or how to get media attention)
• Launch a new product
• Chair or lead a local issue committee
New Technology: Social Media Release
• Twitter: good for spreading news to wide network
• Get Found: Allows media to find you using keyword/subject search
• Repeat Please: Share news more than once across multiple social media platforms
• SEO: Drives website traffic and improves search engine ranking
• Internet Distribution: PRWeb.com and Pitchengine.com both have some social media release functionality
New Technology: Video Press Release
• YouTube: Video news is next wave of social media and can be posted on blogs or sent to news websites
• Blog: Include video on blog
• Social Media: Post video news on Twitter, LinkedIn, and Facebook to drive traffic
• Professional: Make a strong statement with professional quality video; first appearances make lasting impressions
Summary
• PR costs less than advertising and most marketing
• PR builds your brand
• All companies can do PR/small companies can do it too
• Effective SEO tool
• Can generate new business
Dave’s Quick PR Tips
• Go for maximum impact in Title to hook reader
• One press release a month for SEO and lead gen
• Don’t be afraid to target national or regional publications
• Follow up with media (and be nice)
Special Offers
• Look in your Pocket folder / Evaluation
• Register today or by midnight Oct. 1 to save $100
– Social Media Pro Group Training
(Oct. 19 – Dec 14, 5 sessions)
– Referral Engine Pro Power Group
(Oct. 25 – Dec 21, 5 sessions)
• Register by Oct. 8 to save $200
– Marketing Training Camp
(Jan. 11 – April 19, 2011, 8 sessions)