darwill october 2010

October 21, 2010

The Gage

Chicago, IL

Agenda

1.Who are you?

2.Marketing Challenges

3.Marketing Opportunities: Solving the Marketing Puzzle

4.Q&A

Who Are You?

1. Staff size

2. Staff role

3. Centralized or decentralized

4. Trade or individual

5. Membership size

• How do I get my piece(s) opened?

• How do I decide what medium/tactic to use?

• How do I get people to pay attention?

• How do I improve my ROI?

Marketing Challenges

• Marketing is a puzzle with lots of moving pieces– Audience– Messages – Products– Tactics– Budgets– Staff resources

Solving the Marketing Puzzle

• What result are you looking for?– Increased Awareness

• Organization-wide• Products and services

– Orders/ROI• Membership renewal• New members

– Audience Engagement

Solving the Marketing Puzzle

• How Do I Improve My Marketing ROI?– Know your audience

• Who are primary targets?• What do they look like and feel like?• What do they have in common?• How are they different?• How do they like to be communicated with?

– Develop your messages by audience• Focus on benefits not features• Keep as much the same as you can• Speak their language

Solving the Marketing Puzzle

Solving the Marketing Puzzle

Solving the Marketing Puzzle

• Consider all possible sources– Internal

• Newsletters• Publications• Customer service calls• Website• Outgoing products• Trade shows• Volunteers/Components• Partnerships

Solving the Marketing Puzzle

• Consider all possible sources– External

• Direct mail• Advertising• Email• Web advertising• SEO/SEM• Trade shows• Partnerships• Social Media

Solving the Marketing Puzzle

• Review past results in detail– What is working?– What isn’t?– What did work but is seeing a drop?

• What is your budget?– What can you spend?– Do you have some $ for R&D (testing budget)

• Prioritize your source mix– Highest ROI/Lowest CPO– Don’t become a one source marketer

• Schedule, implement and return to start

Solving the Marketing Puzzle

• Four quick tips:1. Be prepared

2. Proceduralize and set processes

3. Go for the ROI

4. Be creative

Solving the Marketing Puzzle

Questions and Answers

Contact information:Scott D. Oser

President

Scott Oser Associates

Ph: 301-279-0468

Email: scott@scottoserassociates.com

Website: www.scottoserassociates.com