business strategies online and offline
DESCRIPTION
The impact of technology effecting the Engine Reconditioning industry. Presented by David McMahon at the Engine Reconditioning Association conference on the Gold Coast 2014TRANSCRIPT
Business Strategies Online and Offline
1. How Marketing has Changed
2. Lead Generation Super Powers
3. A Deeper Look into Engine Reconditioning Trends
4. Attracting New Potential Customers
5. Offer (Yes I have a Special Offer for You)
Agenda
David McMahon
Marketing is Changing1950 - 2000 2000 - 2050
10
For Example….
Outbound Marketing
Outbound Marketing is Harder800-555-1234AnnoyingSalesperson
for how your clients
buy today
17
meet your buyer
Ben
Ben has a need
so he starts his search with Google
Ben wants to ask his friends
Ben wants to ask his friends
33% of social network
users agree that they
trust what they read and
see on sites such as
Facebook.
He likes to educate himself
rather than speak with a sales person
and buys when he’s ready
Your consumer has changed,
BEN is in control.
24
Let’s Discuss your ……
Lead Generation Super Powers
What is a Buyer Persona?
Semi- fictional representations of your ideal customer based on real data and some
select educated speculation about customer demographics, behavior patterns,
motivations, and goals.
What is a Buyer Persona?
PET LOVER MARY• Professional (teacher, consultant, manager)• Mid-sized company • Has a degree• 42, Married, 2 Kids (10 and 6), 2 pets
Goals:• Pay-off the mortgage• Private schools for children• Take 2 week family holiday
Challenges:• Too much to do• Not sure how to get there• Raise and look after family
and pets.
Loves Pets because:• Help you live longer and healthier• First to greet you with you come home• Help teach kids responsibility
Buyer Personas ARE…
Common behavior patterns
Buyer Personas ARE …
Shared pain points
Buyer Personas ARE …
Universal goals, wishes, dreams
Buyer Personas ARE …
General demographic and biographic information
Buyer Personas ARE …
Not just fluff!
2HOW TO
RESEARCH BUYER
PERSONAS
HOW TO RESEARCH
BUYER PERSONAS
Interview current customers
Research your customers
Talk to client The biggest problem our client’s have
is…
1. How Marketing has Changed
2. Lead Generation Super Powers
3. A Deeper Look into Engine Reconditioning
Trends
4. Attracting New Potential Customers
5. Offer
Agenda
World wide
World wide
1. How has Marketing Change Today
2. Lead Generation Superpowers
3. Deeper Look Into Engine Recondition Trends
4. Attracting New Potential Customers
5. Special Offer (Yes I have Special Offer for You)
Agenda
44
meet your buyer
Ben
Your consumer has changed,
BEN is in control.
Product and Service Name Re-Tuning
Product and Service Name Re-Tuning - Example
Product and Service Name Re-Tuning - Example
Examples Phases Used By Customers(Australia – monthly)
Examples Phases Used By Customers(New Zealand – monthly)
1. How Marketing has Changed
2. Lead Generation Super Powers
3. A Deeper Look Into Engine Reconditioning
Trends
4. Attracting New Potential Customers
5. Offer
Agenda
QUESTIONS?