marketing in a modern market how to capture mindshare and sell · mindshare relates generally to...
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FOCUS3
Marketing in a modern market
How to Capture Mindshare and Sell
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Eric PorperFocus3, Inc.
Eric Porper is the President of Focus3, a sales and marketing technology company. Eric started his first internet marketing company 20 years ago helping business create websites to drive sales goals. He led development of one of the first email marketing apps, Homing Pigeon, in the late 90’s and provided sales and marketing strategies to global businesses, such as Mindspring/Earthlink, AmericasMart, and JETRO Atlanta. Prior to Focus3, Eric helped lead marketing strategy for Allscripts, a public healthcare software company, shifting them to a modern marketing strategy with an automated and personalized approach. Additionally, he led a sales and marketing focused CRM, Morsel, to $1mm in VC funding in 2013.
What We Will Cover
1. Sales and Marketing Recap2. Sales and Marketing Funnel3. What is Mindshare4. How does Mindshare relate to
you?5. Three elements to capture
Mindshare
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Sales and Marketing
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Marketing and Sales
Doesn’t Marketing Exist to Drive Sales?
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Marketing and Sales
YES!
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Marketing and SalesMarketing is “one to many” Sales is “one to one”
VS.?
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Marketing and SalesMarketing is “one to many” Sales is “one to one”
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Marketing
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Marketing Overview
• Email Marketing• Social Media• Website• SEO• Pay Per Click• Retargeting Ads
What are you doing?
• Tradeshows• Event Driven Marketing• Direct Mail• Offline Advertising• Billboards• Call Campaigns
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Marketing Overview• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media
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Sales
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Sales Overview
• Email• Phone• Tours• Events• ?
What are you doing?
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Sales Overview
• Email• Phone• Tours• Events• ?
• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media
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Mindshare
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Mindshare?
Mindshare relates generally to the development of consumer awareness or popularity, and is one of the main objectives of advertising and promotion.
When people think of examples of a product type or category, they usually think of a limited number of brand names. The aim of mind share is to establish a brand as being one of the first that comes to mind.
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Isn’t that for transactional products?
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It’s even more important to you
Social Clubs Active Fine Dining
Shopping Sporting Nature
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How do I do it?
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The Three Elements
Brand Marketing
Consensus Marketing
Lead Nurturing
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Brand Marketing
Brand marketing influences the decisions of a variety of customers, including both end consumers and businesses.
It’s the number one influencer for retirees making a lifestyle choice.*
*I made up that statistic BUT…
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Brand Marketing
Baby Boomers are 80% more likely to make a lifestyle purchase from brands they relate to. That includes real estate.
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Brand Marketing
Where do I begin?
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Brand Marketing
Know your story. Tell it in everything you do.
Its not just a history. It’s the way the history, location and lifestyle come together. It’s reflected in everything you do from the website to the on site tour.
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Brand Marketing
Elements of a story
1. History of land/location2. Lifestyle(s) representation3. Compelling future4. Tagline Definition5. Relates to buyer profiles
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Brand Marketing
Develop Creative Guidelines. Don’t stray from them
The most effective communities are consistent in the way they communicate. Consistency is much, much more important than volume. Consistency is easy with clear guidelines.
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Brand Marketing
Develop Creative Guidelines. Don’t stray from them
Define general usage guidelines of logo, colors, and even words. This isn’t something for big brands only.
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Brand Marketing
Develop a communications plan
Ex. Weekend EventSend initial invitationSend unique second inviteSend final callEnd.
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Consensus Marketing
What in the world is that?
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Consensus Marketing
Basically: Marketing to all stakeholders needs and concerns in order to get them to reach a common buying decision – your community!
Sales does this! Why doesn’t marketing?
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Consensus Marketing
Sales does this! Why doesn’t marketing?
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Consensus MarketingMarketing is “one to many”
THIS IS WHERE IT (mostly)
HAPPENS!!!!!
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Consensus Marketing
I don’t want to lose leads before I have a chance!! What do I do?
1. Brand Marketing2. Segment your database in a smart way.3. ….
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Lead Nurturing
It’s a fundamental part of selling real estate.
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Lead Nurturing
1. They want to be informed, not sold2. They want real trust3. They are crunched for time4. They have adopted technology but technology is an extension
of a relationship, not used in lieu of one.5. Want Optimism.
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Lead Nurturing
• It’s also referred to as drip marketing• Its 1:1 • It’s personal• It’s one of the most powerful tools in the toolbox• It should be automated as much as possible
Ensuring prospects are getting the information they need and want, when they need it.
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Lead Nurturing
1. They want to be informed, not sold.
2. They want real trust. 3. They are crunched for time. 4. They have adopted technology but
technology is an extension of a relationship, not used in lieu of one.
5. Want Optimism.
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9%Of email
addresses expire each month
Of your prospect DB
expire annually
25%
Lead Nurturing By the numbers
50%more sales-ready leads
when nurtured
Increase in purchase size for nurtured lead
Less cost per sale for nurtured leads
33%
Self-ResearchHAS CHANGED THE
ECONOMICS OF INDUSTRY
10+marketing touches from the time they enter the top of the funnel until they’re a
closed-won customer.
EVER-EVOLVING
MarketingChannels
Estimated
47%
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Mindshare
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How to Capture Mindshare and Sell
What are you doing?
• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media
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How to Capture Mindshare and Sell
What are you doing?
• Define your brand• Nurture your leads• Get Consensus• Build Relationships
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Thank You!
Questions?
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FOCUS3
To Learn How We Can Help YouFocus3, Inc.2500 Regency ParkwayCary, NC 27618(888) [email protected]