Marketing: Get Started. Get results.

Get better. Get better results.

1,2,3,4,5,6,7

Marketing Cycle and LEAKS…

Each arrow represents a point at which customers or prospective customers are lost

Session 2 review …Buying Customers …

Allowable acquisition cost – the amount you can invest that will be recovered the first time a customer buys from you

“Branding” or long-term acquisition cost – a marketing investment that will not be fully recovered from the first time a customer buys from you – requires a long-term customer relationship

Homework example:Measuring the immediate ROI of a campaign…Cost of the marketing campaign: $1,000Number of leads generated: 100Number of buying customers: 40Cost of a buying customer: $1000/40 $25Total sales from campaign: $4000Average sale per customer: $4000/40 = $100Average margin per custom @ 40% margin: $40Current ROI / customer: $40margin - $25cost = $15

Total current ROI: $15 x 100 customers = $1500

Net current gain on investment: $1500 - $1000 = $500

(Net 50% return on investment)

Homework example:Measuring the annual ROI …Average number of annual transactions/ customer: 12

Average margin per customer transaction: $40

Total annual margin per customer: 12 x $40 = $480

Number of new customers from campaign: 40

Annual margin ROI from campaign: 40 X $480 = $19,200

Total cost of campaign = ($1,000)

Net annual gain on investment = $18,200

(1820% return on investment)

3 Most Important Parts of any Marketing Campaign ...

Target

Offer

Copy

The customer’s viewpoint…

What’s

For

InIt

Me

Could have said 16 rooms, short hallways, etc

Seven seconds….

Soooo…

• What caught your attention?• What are they offering?• Do you care?• What is the target market?• What are the benefits? (not features)• What do they want you to do?• Why should you do it?• When should you do it?• HOW COULD THIS BE BETTER?

Seven seconds….

Seven seconds…

• What caught your attention?• What are they offering?• Do you care?• What do they want you to do?• Why should you do it?• When should you do it?• HOW COULD THIS BE BETTER?

Session 3…

• USP – Unique Selling Proposition• Guarantee• Your Offer• Discounts and Price Increases

Niche Marketing is about creating a …

Why??...

Creating Your Niche

What are the 3 biggest and worst

frustrations people have when buying from you …

?

Your OFFER…

• What is it?!• What time do they have to act?• More for the same, not the same for less.• Discounting – do you know the effects of

discounting on you profits?

Why do people discount?

Why don’t people raise prices?

Foundational topics covered so far…

• The 5 ways marketing chassis• Marketing cycle• Target market• WIIFM? (What’s In It For Me? – the customer’s viewpoint)

• Buying customers (allowable cost and “branding”)

• AIDA (Attention, Interest, Desire, Action)

• KPIs (Key Performance Indicators)

• USP (Unique Selling Proposition)• Guarantee• Your offer • Discounting and raising proces

Homework…

• USP• Guarantee• An offer – for your product or service tailored

to a specific market