marketing presentation 8/09

MARKETING FOR RESULTSWhat you need to know

Insanity:“doing the same

thing over and over thing over and over again and expecting different results.”

Albert Einstein

Why do we need to market?

“A good reputation is no longer enough tolonger enough to

attract new business.”attract new business.The New York Times

In today's economyIn today s economy

Opportunity!

So what isSo, what is marketing?

marketing?

Marketing vs SellingMarketing vs. Selling

M k ti S lliMarketingWho are we?

SellingCreating new li t f thWho/what is our

market?How do we

clients from the leads generated in the marketingHow do we

communicate?

in the marketing effort.

Measure success by the

Measure success by success by e

number of leads generated.

ynew revenue.

How to get resultsHow to get results

Marketing requires commitment

Everyone in your firm marketsEveryone in your firm markets… some just don’t know it!

P i i i i !! D lPut it in writing!! Develop an annual marketing plan with specific goals.

The plan should be approvedThe plan should be approved and acted upon by management

“ What I mean is that marketing knits the wholemarketing knits the whole

organization together… While h l i ill itechnology is still important,

the consumer has to lead innovation… everything spins

off the consumer ”off the consumer.

Harvard Business Review

Interview of Phil Knight

1 000 0001,000,0002,700,

Marketing for Results

“It's not about telling and lli I ’ b iselling. It’s about starting

conversations and solving problems”

Jim Stengel

Chief Marketing Officer

Procter & Gamble

DIFFERENTIATE OR DIE!

Who are we?Who are we?

Wh d d ll?What do we do well?

Competitive advantagesp g

What need do we fill in the market place?market place?

Competition

How do we want to be perceived?perceived?Image, brand and message

Who are we?Who are we?

Research

Survey your employeesSurvey your employees

Get feedback from your clientsInterviews or focus groups

Ask referral sources

Review all your marketing materialmaterial

Get some help to look inward

“We are not in the coffee business serving peoplebusiness serving people,

we are in the people p pbusiness serving coffee”

Howard Schultz – CEO

Starbucks CoffeeStarbucks Coffee

Identify your targetsIdentify your targets

Who or what is your target market?

They will compare your reputation your technical abilityreputation, your technical ability, your strategies and your price.

Friendly relationships are notenough they want moreenough they want more (relationships are still important!)

Understanding the generations

Baby Boomers 1946-1964Baby Boomers 1946 1964

Generation X 1965-1979

Generation Y 1980-2000

Who needs what we offer?

Develop a client modelDevelop a client model.Be specific.

Understand your target market.What do they want?

How will they find it?

What will motivate them to takeWhat will motivate them to take action?

“Birds of a feather flock together.”

How do you determine what they want and how they’ll find y yit?

Ask and listen (research)Ask and listen (research)

ResearchAnalyze your current clients.y y

Conduct focus groups or surveys.

What are new prospects askingWhat are new prospects asking for?

M k t hMarket research

Use Social Media

How do we communicate?How do we communicate?

Created using Wordle.net

Things to keep in mindThings to keep in mind when selecting your communication tools

YELLINGi l ff ti !is no longer effective!

People want the opportunity to

COMMUNICATECOMMUNICATE.

Top 3 reasons people buyTop 3 reasons people buy

1. Referred - Reviewed – Recognized

2. Specialization

3. Proactive3 oac e

Interact within the

network, both onlineand offline

The Law of the Few

10% influence the10% influence the purchasing behavior g

of the other 90%

%91% of people are likely to buyare likely to buy based on a recommendation

Some StatisticsSome Statistics

Median age of a…

Twitter user is 31Twitter user is 31

Facebook user is 26

LinkedIn user is 40

Source: PEW Research Center

Some StatisticsSome Statistics

One third (35%) of American adult internet users have a profileadult internet users have a profile on an online social network site,

f tifour times as many as three years ago.y g

Source: PEW Research CenterSource: PEW Research Center

BALANCE

Market

Effectiveness Expectations

Message developmentMessage development

Differentiate or Die!Offer something differentg

Area specialty

C titi d t ?Competitive advantages?

What value do you offer?

Memorable?

Message developmentMessage development

Wh i iWhy is your service

different and usefuldifferent and useful…

not just better?j

Your brandYour brand

“A brand is a name orA brand is a name or symbol used to identify the source of a product

or service ”or service.

Your brandYour brand

A strong brand can add significant value when it is well grecognized and has positiveassociations in the mind of theassociations in the mind of the consumer.

Consumers are drawn to buying a strong brand and often happily pay more over a “generic.”

Which one would youd b i ith?do business with?

Act on your planAct on your plan

Acting on the plan separates the dreamers from the doers!

Develop goals and measure your successyour success.

Set deadlines.

Have a system to monitor activity and resultsactivity and results.

Questions?

Thank You!a ou

Wade Messer - 858.674.6604

wmesser@messerandcompany comwmesser@messerandcompany.com

http://www.linkedin.com/in/wademesser

Dean Isaacs - 858.674.6604

disaacs@messerandcompany.com

www.linkedin.com/in/deanisaacs

twitter.com/deanisaacs

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