rusty conference presentation summer 2008
DESCRIPTION
Rusty Smith, Professional Facilitator for the Alternative Board of Houston presents a detailed view of his systematic method of marketing at the 2008 TAB Facilitators Conference in Denver, Colorado, USA.TRANSCRIPT
Marketing:An operational approach
Rusty Smith
Agenda
The Marketing Objective The Marketing Mix The Marketing Tools The Costs of Marketing The Marketing Process
The Marketing Objective
What is your sales objective? How will you achieve it? What is your marketing
objective? How will you achieve it? How does retention affect
your marketing planning?
Rusty’s Growth Strategy
0
5
10
15
20
25
30
35
The Marketing Objective
Marketing Objective
Sales Objective
The Marketing Objective
Marketing Objective
Sales Objective
The Marketing Objective
Prospects to meet
47%Sales Objective
Information meeting50%
Interview 34%
How do I know the percentages?
Responded GIMMock
Meeting 1:1 RFA? Interview Joined
635 179 32 105 193 109 51
50% 61% 34% 47%
50% 17% 8%
Keeping Score(By the numbers)
Prospects
MetAttended
GIM
Attended
Sample
Meeting
Held 1:1
Information
Meeting
Initial
Meeting
Total
Held
Interview
JoinedTAB
Referrals 73 15 9 23 47 19 7
Networking 82 24 10 11 45 19 12
GIMs 466 138 13 71 222 71 32
Other 14 2 0 0 2 0 0
Total 635 179 32 105 316 109 51
Keeping Score(by the percentages)
Prospects
MetAttended
GIM
Attended
Sample
Meeting
Held 1:1
Information
Meeting
Initial
Meeting
Held
Held
Interview
JoinedTAB
Referrals 12% 20.5% 12.3% 31.5% 64.3% 40.4% 36.8%
Networking 13% 29.3% 12.2% 13.4% 54.9% 42.2% 63.2%
GIMs 73% 29.6% 2.8% 15.2% 47.6% 32.0% 45.1%
Other 2% 14% 0% 0% 14% 0% 0%
Total 100% 28.2% 5.0% 16.5% 49.8% 34.5% 46.8%
Monthly Goals
New Prospects Met: July 2008
1. _________________ 6. __________________ 11. _________________ 16. _________________ 21. _________________2. _________________ 7. __________________ 12. _________________ 17. _________________ 22. _________________3. _________________ 8. __________________ 13. _________________ 18. _________________ 23. _________________4. _________________ 9. __________________ 14. _________________ 10. _________________ 24. _________________5. _________________ 10. _________________ 15. _________________ 20. _________________ 25. _________________
Information Meetings Held:
1. ______________________ 4. ______________________ 7. ______________________ 10. ______________________2. ______________________ 5. ______________________ 8. ______________________ 11. ______________________3. ______________________ 6. ______________________ 9. ______________________ 12. ______________________
Interviews Held:
1. ______________________ 2. ______________________ 3. ______________________ 4. ______________________
The Marketing Mix
The Marketing Mix
Active Marketing-GIMs-Warm Calls-Referrals-Networking-Workshops-Seminars-Speaking-Trade Shows-Blog-Associations-Etc.
Passive Marketing-Newsletters-Direct Mail-Telemarketing-Targeted Email-Trade Shows-Referrals-Articles-Cold Calls-Advertising-Web Site-Social Networking-Etc.
Rusty’s Marketing Mix
TargetedEmail
TargetedEmail
NewsletterNewsletter
ReferralsReferrals
GIMs/Sample Meetings
GIMs/Sample Meetings
Networking/Trade Shows
Networking/Trade Shows
DirectMail
DirectMail
Telemarketing/Warm Calls
Telemarketing/Warm Calls
SpeakingSpeaking Seminars/ Workshops
Seminars/ Workshops
The Marketing Tools
Online•Email•Webinars•Social Networking•Blog•Newsletter•Articles•Advertising•Web Site
Telephone•Cold Calling•Warm Calling•Text Messaging•Conference Calls•Telemarketing
Mail•Invitation letter from bank•Post Cards•Promotional Material•Newsletter•Articles•Advertising
Face-to-Face•GIM•Sample Meeting•1:1 Meeting•Workshop•Seminar•Speaking•Advocate Meetings•Networking•Trade Shows•Associations
The Costs of Marketing
There are 3 types of costs to consider: Those that are directly attributable to the
marketing activity (Printing, Postage, Telemarketing, ect.)
Those that are indirectly attributable to the marketing activity (Membership fees to networking groups, Chambers of Commerce, Trade Associations, Email address capture, mailing list purchases, etc.)
Those that are difficult to attribute to any specific activity (Mileage, meals, marketing collateral, handouts, branded giveaways, etc.)
Opportunity cost of your time (Is by far the largest cost of marketing….I charge $150-$225/hour for consulting/coaching)
The (Real) Costs of Marketing
Direct costs and indirect costs (taking a conservative SWAG)
$1,197.12 / Member
* This does not include costs of meals, mileage, brochures, handouts, branded products/gifts
The (Real) Costs of Marketing
Direct costs and indirect costs, plus the time I personally
spend on marketing activities (taking a conservative SWAG)
$5,384.19 / Member
* This does not include costs of meals, mileage, brochures, handouts, branded products/gifts
The Marketing Process
How can I define a marketing process… So I can be more efficient with my
time? So I can hire someone to help? So things do not fall through the
cracks? So I can get everything done with only
24 hours in every day? So all marketing activities are handled
consistently with opportunity for constant improvement?
So I can measure the effectiveness of all activities?
The Marketing Process
An effective CRM tool is absolutely necessary
You have to use it consistently You don’t have to use all the
features, but only the ones that make you more effective
You can start using the more advanced features later
Caveat: The tools should make your life easier, not more complex
The Marketing Process
• I use ACT!• The features I use:
– Activity series– Task lists for everyone– Group activities– Importing contacts from Outlook– Notes, notes, notes
• The features I don’t use:– Calendar– Opportunity management– Dashboards– Emails– Other features I don’t even know about
Activity Series - GIMCall Wednesday, August 13, 2008 10 minutes Send date to facilitators Email Monday, September 08, 2008 10 minutes Send reminder to referral groups
Call Wednesday, August 13, 2008 10 minutes Confirm date with host Email Monday, September 08, 2008 10 minutes Email reminder to pipeline invitees
Call Wednesday, August 13, 2008 10 minutes Schedule Telemarketing Email Monday, September 08, 2008 10 minutes Email reminder to prospects
To-do Wednesday, August 13, 2008 10 minutes Make sure database is up to date To-do Monday, September 08, 2008 10 minutes Sent list to telemarketers
To-do Wednesday, August 13, 2008 10 minutes Tentatively schedule GIM To-do Friday, September 12, 2008 10 minutes Telemarketing begins
To-do Thursday, August 14, 2008 10 minutes Confirm GIM date To-do Friday, September 12, 2008 10 minutes Begin confirmation process
To-do Thursday, August 21, 2008 10 minutes Set up mailing list in Constant Contact Email Monday, September 15, 2008 10 minutes Send 2nd email reminder to prospects
To-do Thursday, August 21, 2008 10 minutes Select invitees To-do Monday, September 15, 2008 10 minutes Assemble folders
To-do Monday, August 25, 2008 10 minutes Order Marketing Material, if necessary Email Monday, September 15, 2008 10 minutes Send reminder to referral Groups
To-do Monday, August 25, 2008 10 minutes Confirm a board member to attend Event Email Monday, September 15, 2008 10 minutes Send 2nd email reminder to pipeline invitees
To-do Monday, August 25, 2008 10 minutes Select Pipeline Invitees To-do Friday, September 19, 2008 10 minutes Print directional signs, if needed
To-do Monday, August 25, 2008 10 minutes Begin Printing Letters Call Friday, September 19, 2008 10 minutes Call host with preliminary headcount
Email Monday, August 25, 2008 10 minutes Send "Save the Date" email to Pipeline invitees Call Monday, September 22, 2008 10 minutes Call host with final headcount
Email Monday, August 25, 2008 10 minutes Send "Save the Date" email to prospects To-do Monday, September 22, 2008 10 minutes Send thank you card to all attendees
To-do Thursday, August 28, 2008 10 minutes Finish printing letter To-do Monday, September 22, 2008 10 minutes Ensure all supplies are in GIM Bag
To-do Friday, August 29, 2008 10 minutes Begin stuffing envelopes Meeting Monday, September 22, 2008 10 minutes GIM
Email Monday, September 01, 2008 10 minutes Send announcement to referral groups To-do Monday, September 22, 2008 10 minutes Print name badges
Email Monday, September 01, 2008 10 minutes Send invitation to pipeline invitees To-do Monday, September 22, 2008 10 minutes Print attendance sheets
To-do Monday, September 01, 2008 10 minutes Select referral groups to send notice To-do Monday, September 22, 2008 10 minutes Finish Telemarketing
Email Monday, September 01, 2008 10 minutes Send email invitations to prospect To-do Tuesday, September 23, 2008 10 minutes Call all GIM non-attendees
To-do Friday, September 05, 2008 10 minutes Mail invitations To-do Tuesday, September 23, 2008 10 minutes Call all GIM attendees
To-do Friday, September 05, 2008 10 minutes Finish stufing envelopes To-do Monday, September 29, 2008 10 minutes Update database
Activity Series - Sample Meeting
Call Monday, June 30, 2008 10 minutes Send date to facilitators Email Thursday, July 24, 2008 10 minutes Email reminder to prospects
Call Monday, June 30, 2008 10 minutes Confirm date with host Email Thursday, July 24, 2008 10 minutes Email reminder to pipeline invitees
To-do Monday, June 30, 2008 10 minutes Confirm GIM date To-do Monday, July 28, 2008 10 minutes Begin confirmation process
To-do Monday, June 30, 2008 10 minutes Tentatively schedule GIM Email Thursday, July 31, 2008 10 minutes Send 2nd email reminder to prospects
To-do Monday, June 30, 2008 10 minutes Make sure database is up to date Email Thursday, July 31, 2008 10 minutes Send reminder to referral Groups
To-do Monday, July 07, 2008 10 minutes Select invitees To-do Thursday, July 31, 2008 10 minutes Assemble folders
To-do Monday, July 07, 2008 10 minutes Set up mailing list in Constant Contact Email Thursday, July 31, 2008 10 minutes Send 2nd email reminder to pipeline invitees
To-do Tuesday, July 08, 2008 10 minutes Order Marketing Material, if necessary To-do Monday, August 04, 2008 10 minutes Print directional signs, if needed
To-do Wednesday, July 09, 2008 10 minutes Select Pipeline Invitees Call Monday, August 04, 2008 10 minutes Call host with preliminary headcount
Email Thursday, July 10, 2008 10 minutes Send "Save the Date" email to prospects To-do Tuesday, August 05, 2008 10 minutes Ensure all supplies are in GIM Bag
Email Thursday, July 10, 2008 10 minutes Send "Save the Date" email to Pipeline invitees To-do Wednesday, August 06, 2008 10 minutes Print name badges
To-do Thursday, July 10, 2008 10 minutes Confirm a board member to attend Event To-do Wednesday, August 06, 2008 10 minutes Print attendance sheets
To-do Wednesday, July 16, 2008 10 minutes Select referral groups to send notice Call Wednesday, August 06, 2008 10 minutes Call host with final headcount
Email Thursday, July 17, 2008 10 minutes Send email invitations to prospect Meeting Thursday, August 07, 2008 10 minutes GIM
Email Thursday, July 17, 2008 10 minutes Send announcement to referral groups To-do Thursday, August 07, 2008 10 minutes Send thank you card to all attendees
Email Thursday, July 17, 2008 10 minutes Send invitation to pipeline invitees To-do Friday, August 08, 2008 10 minutes Call all GIM non-attendees
Email Thursday, July 24, 2008 10 minutes Send reminder to referral groups To-do Friday, August 08, 2008 10 minutes Call all GIM attendees
To-do Thursday, August 14, 2008 10 minutes Update database
Act. Series – Workshop/Seminar
To-do Friday, September 19, 2008 10 minutes Contact printer about prining postcards To-do Wednesday, October 15, 2008 10 minutes Send 1st reminder about workshop to prospects
To-do Friday, September 19, 2008 10 minutes Send date of workshop to facilitators To-do Wednesday, October 15, 2008 10 minutes Mail 2nd postcard invitation to workshop
To-do Friday, September 19, 2008 10 minutes Tentatively schedule workshop To-do Wednesday, October 15, 2008 10 minutes Send 1st reminder about workshop to board members
To-do Friday, September 19, 2008 10 minutes Update Database To-do Wednesday, October 22, 2008 10 minutes Send 2nd reminder about workshop to pipeline invitees
To-do Friday, September 19, 2008 10 minutes Confirm venue To-do Wednesday, October 22, 2008 10 minutes Assemble folders for workshop
To-do Friday, September 19, 2008 10 minutes Select Topic To-do Wednesday, October 22, 2008 10 minutes Send 2nd reminder about workshop to referral groups
To-do Monday, September 22, 2008 10 minutes Confirm workshop date To-do Wednesday, October 22, 2008 10 minutes Send 2nd reminder about workshop to board members
To-do Monday, September 29, 2008 10 minutes Order marketing material, if needed To-do Wednesday, October 22, 2008 10 minutes Send 2nd reminder about workshop to prospects
To-do Monday, September 29, 2008 10 minutes Print addresses on postcards To-do Wednesday, October 22, 2008 10 minutes Mail final postcard invitation to workshop
To-do Monday, September 29, 2008 10 minutes Set up workshop invitees in Constant Contact To-do Monday, October 27, 2008 10 minutes Print directional signs to workshop if needed
To-do Monday, September 29, 2008 10 minutes Select invitees to workshop To-do Monday, October 27, 2008 10 minutes Send final reminder about workshop to board members
To-do Tuesday, September 30, 2008 10 minutes Select pipeline invitees for workshop To-do Monday, October 27, 2008 10 minutes Send final reminder about workshop to pipline invitees
To-do Wednesday, October 01, 2008 10 minutes Mail postcard invitations to workshop To-do Monday, October 27, 2008 10 minutes Ensure all supplies for workshop are in GIM Bag
To-do Wednesday, October 01, 2008 10 minutes Send "Save the date" email to prospects To-do Monday, October 27, 2008 10 minutes Send final reminderabout workshop to prospects
To-do Wednesday, October 01, 2008 10 minutes Send "Save the date" email to pipeline invitees for workshop To-do Monday, October 27, 2008 10 minutes Provide preliminary headcount for workshop with venue
To-do Wednesday, October 01, 2008 10 minutes Send "Save the date" email to board members To-do Tuesday, October 28, 2008 10 minutes Print name tags for all workshop attendees
To-do Tuesday, October 07, 2008 10 minutes Select referral group for workshop To-do Tuesday, October 28, 2008 10 minutes Privide final headcount with workshop venue
To-do Wednesday, October 08, 2008 10 minutes Send invitation to board members for workshop To-do Tuesday, October 28, 2008 10 minutes Print attendance sheets fo workshop
To-do Wednesday, October 08, 2008 10 minutes Send invitation to prospects for workshop To-do Wednesday, October 29, 2008 10 minutes Send Thank You note to all attendees
To-do Wednesday, October 08, 2008 10 minutes Send invitation to pipeline invitees for workshop To-do Wednesday, October 29, 2008 10 minutes Workshop/Seminar
To-do Wednesday, October 08, 2008 10 minutes Mail 1st reminder postcard invitation to workshop To-do Thursday, October 30, 2008 10 minutes Call all non-attendees from workshop
To-do Wednesday, October 08, 2008 10 minutes Send workshop announcement to referral groups To-do Thursday, October 30, 2008 10 minutes Call all attendees of workshop
To-do Wednesday, October 15, 2008 10 minutes Send 1st reminder about workshop to Pipeline invitees To-do Wednesday, November 05, 2008 10 minutes Update database after workshop
To-do Wednesday, October 15, 2008 10 minutes Send 1st reminder about workshop to referral groups
Activity Series for People
I basically meet 5 types of people Prospects Advocates Strategic referral partners Casual referral sources Resources
Everyone falls into one or more of these categories, and people can move from one category to another over time.
Activity Series for Prospects Initial Activities
When and where did I meet him/her? Add to TFTT mailing list Add to “response tracking” spreadsheet Send TFTT newsletter with a “nice to meet you” introduction Invite to next GIM/Sample Meeting or try to set up a 1:1
meeting If it is a referral, send thank you note to referrer
Follow-up activities Until they attend a GIM
Send TFTT every month (I use OpenMoves) Continue to invite to GIMs/Sample Meetings every 4-6
months Invite to seminars/workshops as they are scheduled
Once they have attended a GIM Send thank-you note after GIM Schedule Interview Close If they did not meet for interview/close
Send TFTT every month (I use OpenMoves) Continue to invite to Sample Meetings every 4-6
months Invite to seminars/workshops as they are scheduled
More detail than you probably want to know
Every prospect gets the monthly TFTT until they unsubscribe (I use OpenMoves)
If they do not attend a GIM or Sample Meeting within a “reasonable” number of invitations (usually 2), they go onto one of 5 GIM invitation lists Each time a GIM or Sample Meeting is held, the people on one of those
5 lists get invited via email (I use Constant Contact) So, every 5-6 months the prospect gets invited to a GIM or Sample
Meeting Once they have been to a GIM and do not schedule an interview within a
reasonable number of calls (usually 3-4) or have the interview and do not close, they go onto one of 2 Sample Meeting invitation lists Each time a sample meeting is held, the people on one of those 2 lists
get invited via email (I use Constant Contact) Every 2-4 months the prospect gets invited to a Sample Meeting
Once a prospect has been to a Sample Meeting, they go onto one of 4 “ask for referral” lists Each time a GIM or Sample Meeting is held, the people on one of those
4 lists get invited via email (I use Constant Contact) So, every 4 months the “prospect” gets asked for a referral to attend a
GIM or Sample Meeting …so, everyone in the funnel receives TFTT every month and occasional
invitations to either GIMs or Sample Meetings (or, if they have already been to a Sample Meeting, they get asked for referrals 3 times per year)
This continues until they become a member or they ask to be unsubscribed.
Activities for Advocates
What is an advocate? Someone who sells to the same prospect I sell to Who I can help in some way (may or may not be
providing referrals) Who can help me by providing multiple referrals Are usually members of my networking groups who
are willing to form a deep partnership with me I only want 12 (I meet with one per week, so I meet
with each once per quarter) They all get TFTT and they are invited to attend a
GIM and Sample Meeting so they fully understand my business
Typical Advocates Bankers CPAs Attorneys Financial Planners
Activities for Strategic Referral Partners
What is a Strategic Referral Partner? Someone who sells to the same prospect I sell to Who I can help in some way (may or may not be providing
referrals) Who can help me by providing occasional referrals Are usually members of my networking groups with whom I have a
good business relationship I only want 12 (I meet with one every other week, so I meet with
each twice per year) They all get TFTT and can attend a GIM and Sample Meeting if
they ask so they can better understand my business Typical Strategic Referral Partners
Bankers CPAs Attorneys Financial Planners IT Services Product Suppliers to small businesses Service Suppliers to small businesses Etc.
Activities for Casual Referral Sources What is a Casual Referral Source? Anyone, but especially someone who has contact
with my prospects Who I can help in some way if they ask
specifically Who can help me by providing one-off referrals Are usually members of my networking groups
with whom I have a casual business relationship or people I meet through other marketing activites
I only meet with them at their request They all get TFTT Typical Casual Referral Partners
Members of my networking groups Members of my Chamber of Commerce Members of other organizations I am a
member of Attendees at networking functions I attend Students Friends Family Anyone, really
Activities for Resources What is a Resource? Someone who sells to the same prospect I sell to Who can help my members, clients, and prospects
in some way Who can help me by providing occasional referrals Are usually members of my networking groups with
whom I have a good business relationship They all get TFTT Typical Strategic Referral Partners
Bankers CPAs Attorneys Financial Planners IT Services Product Suppliers to small businesses Service Suppliers to small businesses Etc.
Activities that recur every month• Networking
– Networking Groups• BNI (Every week)• Midtown Business Network (Every week)• Bauer CEO Network Partners (Every week)• Intown Chamber of Commerce (I chair a committee)
– Monthly breakfast (I always attend)– Monthly cocktail mixer (I usually attend)– Other events (I try to attend)
• Institute of Management Consulting– I am on the board of my local chapter– I attend most of the meetings– This is where I will probably get my next Contract Facilitator
– Opportunistic Networking• I occasionally visit other networking groups, like other BNI
chapters, if I’m running short on my prospecting goals.• I visit other Chambers of Commerce as time allows (Galleria,
East End, GSWHCC, GHP, Heights, MDBA, Asian, Hispanic, GLBT)
• I attend classes at UH SBDC, mostly to network• I attend other networking events/seminars, etc. as they come
up• Advocate Meetings (4 per month)• Referral Meetings (2 per month)• Newsletter (Sent by OpenMoves)
Rusty’s 2009 Events Calendar
January•GIM (3000 letters/telemarketing)
July•Sample Meeting (Email only)
February•Sample Meeting (Email only)•Seminar
August•Sample Meeting (Email only)•Seminar
March•Sample Meeting (Email only)
September•GIM (3000 letters/telemarketing)
April•Sample Meeting (Email only)•Seminar
October•Sample Meeting (Email only)•Seminar
May•GIM (3000 letters/telemarketing)
November•Sample Meeting (Email only)
June•Sample Meeting (Email only)•Seminar
December•Seminar
Summary
• I track everything• I have a plan for growth• I cannot necessarily control
outcomes, but I can control my activities
• I plan my activities to achieve my marketing objective
• Everything is planned out a year in advance
• I have a process for everything• All activities are managed in ACT!• I have a balance of active and
passive marketing activities
