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Marketing Mastery Series
Cherie Sohnen-Moe
Co-Author ofThe Ethics of Touch
Author ofBusiness Mastery
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Marketing Mastery Series
By Cherie Sohnen-Moe
Maximize Marketing Through Innovation
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Objectives
At the end of this webinar you will be able to:
● List the 3 core marketing concepts.
● Define innovation.
● Describe the 2 major characteristics of innovative marketing.
● List the 4 critical steps required to create a solid, effective marketing plan.
"Image courtesy of Idea go/FreeDigitalPhotos.net".
www.dictionary.com
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Marketing Definition
Marketing is simply sharing yourself in such
a way that people get a sense of who you
are and what you do, so they can make an
informed choice about using your services
and buying your products.
"Image courtesy of Photokanok/FreeDigitalPhotos.net".
Wide World of Marketing
PromotionActivities and materials you produce to gain visibility (indirect costs).
AdvertisingBusiness exposure that you pay for directly.
PublicityBuilding media awareness about you or your business.
Community RelationsGoodwill activities that create a positivepublic image for you and your business.
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Promotional Techniques
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Promotional Tools
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Advertising
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Publicity
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Community Relations
FEMA News Photos.
Image Courtesy of Rosemary Nugent for Geelong West Community Garden
Core Marketing Tenets
● Establish Trust & Credibility
● Choose Several Target Markets
● Develop an Innovative Marketing Plan
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CC1: Establish Trust & Credibility
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Credibility Checklist
Background
Appearance and Demeanor
Communication Skills
Testimonials and Success Stories
Pictures
Professional affiliations
Credentials
Public image"Image courtesy of cooldesign/FreeDigitalPhotos.net".
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Everything You Do Makes a Statement
How you feel about yourself.
How you feel about your clients.
How you feel about your practice.
"Image courtesy of Idea go/FreeDigitalPhotos.net".
CC2:Choose Several Target Markets
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CC3: Develop an Innovative Marketing Plan
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1. Determine your Position
2. Identify Specific Target Markets
3. Assess your Competition
4. Create a Strategic Action Plan
Four Steps to a Solid Plan
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Step 1: Branding
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Define Your Brand
How do people describe you & your practice?
Describe the image you wish to portray.
How do you align with this image?
What changes are needed to be in alignment?
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The Differential Advantage
aka
The Unique Selling Proposition (USP)
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Position Statement
1. What does your business do?
2. What needs does your business meet?
3. What problems does your business solve?
4. How do your clients benefit psychologically?
5. How does your business differ from the competition?
1. Determine your Position
2. Identify Specific Target Markets
3. Assess your Competition
4. Create a Strategic Action Plan
Four Steps to a Solid Plan
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2: Target Markets
.
"Images courtesy of FreeDigitalPhotos.net".
1. Determine your Position
2. Identify Specific Target Markets
3. Assess your Competition
4. Create a Strategic Action Plan
Four Steps to a Solid Plan
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3: Competition
Identify the Competition
Those who provide the same service to the same market.
Other providers of products and services that your target markets employ to meet their needs.
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"Image courtesy of cooldesign / FreeDigitalPhotos.net".
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Competition Analysis
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1. Determine your Position
2. Identify Specific Target Markets
3. Assess your Competition
4. Create a Strategic Action Plan
Four Steps to a Solid Plan
"Image courtesy of posterize/FreeDigitalPhotos.net".
4: Strategic Action Plan
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WIIFM
What’s
In
It
For
Me
"Image courtesy of Salvatore tungphoto/FreeDigitalPhotos.net".
“Learning and innovation go hand in hand. The arrogance of success is to think that what you did
yesterday will be sufficient for tomorrow.”
~William Pollard~
"Image courtesy of Natara/FreeDigitalPhotos.net".
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Innovation Techniques
1. Personalization
2. Package Deals
3. Technology
"Image courtesy of Stuart Miles/FreeDigitalPhotos.net".
1: Personalization
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2: Package Deals
3: Technology
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10 Steps to Innovation
1. Draft/review your marketing plan.
2. Identify successful techniques successful.
3. Identify unsuccessful techniques.
4. List innovative marketing campaigns.
5. Identify impressive characteristics.
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10 Steps to Innovation
6. Highlight the same characteristics in your marketing plan.
7. Identify retooling needs.
8. List of new strategies.
9. Survey clients.
10.Update your marketing plan.
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"Image courtesy of Danilo Rizzuti / FreeDigitalPhotos.net".
“If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative.”
~Woody Allen~
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Thank You
www.BusinessMastery.us
www.Sohnen-Moe.comhttp://www.facebook.com/SMA.biz
Webinar TitleWebinar Title
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Title of Webinar – Date of Webinar
Question 1:
Question 2: Possible Answer Options
Possible Answer Options
2 MONTHSFREE!
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