2 hour markeitng plan

Your Plan of Arrtact for

2010

If you came with a friend from the same company-

please change tables.

Meet your 4 closest neighbors

Trade Cards

What is 1 thing you plan to learn today

Tell them what you do (in less than 1 breath)

Meet your 4 closest neighbors

Trade Cards

What is 1 thing you plan to learn today

Tell them what you do (in less than 1 breath)

Inigo Montoya

Step 1:

Finding yourIdeal client

Who makes a great

Prospect?

Who makes a great

Prospect?Prospects just like

your existing clients!!

1) Write down your 3 Best Clients

2) Think about anything common between them.

Demographics Vs. Psychographics

• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..

•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music

Which do people make buying

decisions based on?

Demographics Vs. Psychographics

• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..

•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music

Demographics Vs. Psychographics

• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..

•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music

1) Write down your 3 Best Clients

2) Think about anything common between them.

3) Describe your best clients in 2-3 sentences with your panelists

Competitors

Either want to eat your lunch, or feel you want to eat theirs

But I don’t have competition….

But I don’t have competition….

You invented a machine that provides electric and hot water for under $1,500 using mostly table scraps. Waste product is diamond dust.

Yes you do!

Hot water heater manufacturers

Electric Companies

Diamond Miners

Your Key Differences

Always Never

Tough Love: Negative stereotypes are better than positive ones for this exercise

Your Key Differences

Always Never

Circle at least 3 stereotypes that are NOT you. Those are your key differences

Your Benefits

Pair up:

Write 3 things your firm does well

So WHAT?!!?

SO WHAT?!!?

Your Core Marketing Message:

Your Core Marketing Message:

I/We ____________ _____________________

_________________________________________

(Action)

(Your Target Market)

(Benefit)

Your Core Marketing Message:

I _ _ ___ _________________

____________________

(Action) (Your Target Market)

(Benefit)

An Archetict’s

Your Core Marketing Message:

I _ Get_ ________________

_________________________________________

(Action) (Your Target Market)

(Benefit)

An Archetict’s

Your Core Marketing Message:

I _ Get_ _Contractors_

_________________________________________

(Action) (Your Target Market)

(Benefit)

An Archetict’s

Your Core Marketing Message:

I _ Get_ _Contractors_

_________________________________________

(Action) (Your Target Market)

(Benefit)

An Archetict’s

Paid Faster

Your Core Marketing Message:

I/We ____________ _____________________

____________________________________

(Action)

(Your Target Market)

(Benefit)

Try to help your partner out with one

or two examples.

Try to help your partner out with one or two.

The Goal?

To get your group-mates to say:

Try to help your partner out with one or two.

The Goal?

To get your group-mates to say:

REALLY?!? ….Tell Me MORE!!!

Marketing Strategy

Marketing Strategy

Right People

Right Time

Right Message

•Articles•Ads•Referrals

Know

•Web site

•Reception

•Newsletter

Like

•Marketing kit

•Free report

•Sales presentation

Trust•Webinar

•Evaluation

•Nurturing

Try

•Service team

•New customer kit

•Finance/delivery

Buy

•Post project survey

•Cross selling

•Quarterly events

Repeat

•Results reviews

•Partner intros

•Peer2peer events

Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

Inbound Public Relations

Advertising Referrals

Know

Your Control Of:

Message When Cost Trust Audience

Advertising Good Great Expensive None Great

Public Relations Some None Inexpensive Great Some

Inbound Perfect Good Controlled Very Good Great

Referrals None Some Controlled Great Great

Thank YouQuestions?

CommentsJokes?

Recipes?

Contact me at: Randy@AimOneMarketing.com