How to position for growth

TEC WorkshopDate

Who is Jane Toohey• BSc Computer Science• Advertising at NSW• Managing Director Emery Vincent• Founder of a National consultancy Marketing Angels 7

years• Director Mini Movers• Advisor to other growth businesses• TEC Resource Speaker• 2 children Liam (11) and Sophia (8)

Secrets Exposed Series

• Invited to write a chapter of this book

• Each chapter is focused on a different element of a marketing strategy

• Chapter focused on the ideal client

• Note the challenge for the workshop (best positioning gets a copy)

This session• To have everyone clear about the definitions around the evolution of

the 4 Ps to the 4 Es • To discuss the appropriate use of different forms of marketing, what

marketing really is, and be sure everyone understands where other aspects of marketing can be more effective in which context

• To discuss various tactics to turn leads into real business• To show how to put together a gun sales team• Have everyone leave clear on their positioning in the market and with

some tools that can be implemented in their business.

Format• What are the 4 Es, I thought it was the 4Ps?• Defining your ideal customer – why?• Agreeing key messages • Developing your positioning• ‘Mini workshop’ using one attendee’s business to develop

a positioning for growth• Effective conversion of leads into sales• Finding the right sales team.

Is marketing communications effective?

• Marketing is not just advertising– That is one tactic!

• Traditionally it is about– Product– Place– Price– Promotion

• Now it is…..

4 Ps now become the 4 EsThe vast integration of technology and

marketing has given control to the consumer. This has forced a fundamental change where:

Product becomes ExperiencePlace becomes EverywherePrice becomes ExchangePromotion becomes Evangelism

Building growth is a processRESEARCH THE MARKET Clients Prospects Competitors Staff

BRAND & POSITIONING Develop your current brand and positioning or create one

STRATEGY & PLANNING Create Marketing StrategyCreate Business Development Plan for Growth

IMPLEMENTATION IS KEY• Develop and implement a tactical plan to achieve the objectives outlined strategically

SALES & CRM Develop effective sales processes to convert leads and opportunities created by activities

REPORTING & TRACKING Develop an effective reporting process to measure effectiveness and assist with future plans and organisational capacity

TargetingYou must define the Ideal Client

• Build a detailed profile of the target clients• Get to know their likes, wants and needs• Define their listening!• This focuses the marketing spend, it does not

restrict it, and controls the selling messages• It has everyone in a business clear on

who they are marketing/SELLING to!

The Chocolate Bliss

• One client spends $1000 on chocolate gifts for all their clients

• One customers pops in for a $5 chocolate block– Which one will you spend money marketing to?

Everyone loves Chocolate!

Focus on the brand and positioning

Take a holistic approachthe brand, the positioning and

the product.the brand = the business

What is a brand?

• A name, term, sign, symbol or design, or a combination of these.

• Powerful brands create strong customer loyalty• Customer loyalty provides much protection

against competitive activity.• A brand is a promise to deliver.

What’s in a name?

• Desirable qualities for a brand name:– Suggest product benefits/qualities– Easy to pronounce, recognise and remember– Distinctive– Capable of registration and legal protection– Capable of translation into foreign languages– Flexible and future proof.

SFL Steel Foundations

Is it limiting?

Their promise:Partnership& Integrity

Why create a positioning statement• A clear positioning across all marketing, saves

time and money in developing communications tactics

• More effective communications through consistent, cohesive and differentiated messages

• Builds market awareness• Enables advocacy and referral• Helps achieve the company's desired

sustainable leadership position.

Some more examplesPositioning (building a brand)• Ad Instruments – making science easier• BodyTrack – committed to your health and fitness• Austmortgage – creating a new finance culture• Village Roadshow – a great time anytime

Taglines (statement of a brand)• BMW – sheer driving pleasure• VB – for a hard earned thirst• Jeans West fits best• Aussie Home Loans – we’ll save you• Hungry Jacks – the burgers are better at Hungry Jacks• Avis – we try harder

Just do it (the brand)

Desired positioning

• How do you want your target market to perceive you

• What position in the market do you want to own

• What is your promise to the market…?

– Break out session

Bringing the built environment to life!

Brand hierarchy

Sustainable ConstructionSustainable DesignSustainable Landscaping

Use some tools to help such as the brand pyramid• Attributes

– Of the brand

• Emotional Rewards– To being in relationship – with the brand

• Personality– Or brand values

• Benefits– Of the brand to the

clients

• Values– Of the target clients

Brand Essence

Personality or brand values

Values of customer

Emotional Rewards

Functional Benefits

Attributes

Brand PyramidFinancial Planner

Brand Essence sample: Smart wealth creation, low risk

Reliable Trust worthy

InnovativeSmart

Risk averse, busy, Knowledgeable investor

Time poor, entrepreneurial

Security, empowering, future vision, security

Wealth, quality returns, no hassles , save time

value add, technically superior, risk management,knowledge

Creating an IdentityThe visual part!The look, the creative execution, how:

Emery Vincent Design the bestSmaller inhouse teamOdesk the world

Consider the past and strive into the futureDevelop the creative brief from the strategyThen consider what materials need to be

developed?

Consistent effective communication

• Brand is implemented across all tactics• Adapt the piece to the target market

– Direct Mail– Websites– Social networking, blogs, twitter etc– Public Relations– Advertising – Promotions– Outdoor

15% response potential clients

15% response with current clients

25% response with current clients

2% response potential clients

Tracking

Publicity used to educate & create awareness

Direct Marketing needs great copywriting

Advertising

Delivering marketing that works

WebsitesCustomers need to know about them

SEMSEOBannersLinksSocial networking

Online Communities

Make the Brand work for the Business

• Consistency at each ‘moment of truth’• Develop strong guidelines and rules and

stick to them• Complete an internal training session, get

everyone saying the same thing!• Continue to review the market, their

listening and hence your positioning.

Making the positioning work

• Aim to reflect today's reality and help move the company toward it's sought after, achievable, differentiated sustainable leadership position.

• Claiming to be "the leader" does not make it so. Actions speak louder than words, so follow through with the promises of the brand.

Key Messages

Support the positioning• What do you want to be known for?• What is the customer experience?• What listening are you speaking into?• What are the needs of the target market?• Then what do you need to say?• What is the emotional commitment needed

from the customer?

Now you have plenty of leads

• How do you convert them?• You need a great sales team• A 90 day business development plan• Identified customer touch points• A CRM system

What makes a great sales person

• Empathetic• Ego-driven• Handles rejection well• Strong desire to succeed• Commitment to not taking the easy way out• Outlook or attitude• Responsibility for results

Types of sales people

• Hunter• Closer• Relationship seller• Short / long sales cycle• Top Executive

How do you identify them?

• Profile the type of sales people you need• Search• Qualify (can be done online by themselves)• Assess• Test• Interview

Plan for growth not the status quo

• Build a contacts database and CRM• Write a cut through first sales letter• Script the follow up telephone call• Train the sales people in managing an effective first sales call• Write templates for great follow up letters and quotes• Follow up telephone calls must be made and diarised• Regular staying in contact processes

• This may seem straight forward but following the process diligently is the key.

Thank you

• Any questions?

• Handouts