telecom agent marketing: the rock, paper, scissors method

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TELECOM AGENT MARKETING: THE ROCK, PAPER, SCISSORS METHOD Thursday October 18, 2012 11:00 a.m. PST

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Training for telecom agents on some basics of marketing. This presentation covers web marketing, branding, content marketing and social media.

TRANSCRIPT

Page 1: Telecom Agent Marketing: The Rock, Paper, Scissors Method

TELECOM AGENT MARKETING: THE ROCK, PAPER, SCISSORS METHOD

Thursday October 18, 2012

11:00 a.m. PST

Page 2: Telecom Agent Marketing: The Rock, Paper, Scissors Method

SpeakersAngela Leavitt

Founder, Chief Mojo-Making Officer

Mojo Marketing

Dave Wallace

Aligned Communications

President

Page 3: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Why Now?• You need to move upstream• The “Bears” (big carriers)

• Stockpiles of cash• Hungry, demanding investors.• Massive Networks• Big Marketing Budgets• Mergers & Acquisitions

This is, of course, OUT of your control…

Page 4: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Why Now? (cont.)• More Agents Entering the Market• Moore’s Law

• Technology getting faster and less expensive exponentially • Must sell more to make the same

• The Web – BIG game changer• Social Media• Google

This is also OUT of your control…

Page 5: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Why Now?• Outdated or homemade web presence

• Nearly half of consumers base a company’s credibility on the visual appeal of their website.

• Lack of action or movement• Out of sight, out of mind• Inconsistent messaging• Inconsistent image

All of this…YOU CAN CONTROL!!

Page 6: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Our Client’s Sad Story• Patrick went up against a carrier• Lost a deal worth $70k/mo.• Was told he lost it because he

looked too “mom & pop”• In other words, he didn’t appear

trustworthy

Page 7: Telecom Agent Marketing: The Rock, Paper, Scissors Method

The Good News Is…

It’s never been easier & more cost-effective to • Appear larger• Appear more professional• Reach a wider audience• Reach your exact target

You just have to know WHAT to do,

and HOW to do it!

Page 8: Telecom Agent Marketing: The Rock, Paper, Scissors Method

THE ROCK, PAPER, SCISSORS METHOD

Page 9: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Understand Your Prospect• Everything starts here.• You must study him!• Who is he?• What are his stats?• Needs• Desires• Fears• Dreams

Page 10: Telecom Agent Marketing: The Rock, Paper, Scissors Method

The Rock: Your Website

• Your website must demonstrate:• Steadiness• Dependability (not going anywhere)• Weight/power• Authority• Thought leadership

Page 11: Telecom Agent Marketing: The Rock, Paper, Scissors Method

The Rock: Your Website

Must Haves:• Clear messaging of who you are/what you do• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners

Page 12: Telecom Agent Marketing: The Rock, Paper, Scissors Method
Page 13: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Paper: Your Collateral Image

What does your image say?

Image includes:• Collateral• Business Cards• Folder• Apparel• And more…

Page 14: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Your Image

Page 15: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Paper: Your Image• High-res graphics• Organization & design

• Borrow from others

• Effective copy • Forget features, it’s all about

BENEFITS, baby!

• Headers & Footers• Hair & shoes!

• Keep it clean• Think Apple!

Page 16: Telecom Agent Marketing: The Rock, Paper, Scissors Method
Page 17: Telecom Agent Marketing: The Rock, Paper, Scissors Method
Page 18: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Features vs. Benefits

Features

• Describe what a product or service does

• “High speed internet”

• “Simultaneous Ring”

• “Lower costs”

Benefits

• Describes how the feature benefits the user

• “Save time with faster downloads”

• “Never miss an important call again”

• “Add more to your bottom line”

Page 19: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Scissors: Relevant Content

This helps you “cut through the noise” to the prospect to establish thought leadership • Blog posts• Newsletters• Case Studies/White Papers• Online Articles• Online Reviews

Page 20: Telecom Agent Marketing: The Rock, Paper, Scissors Method

Scissors: Social Media

Use:• LinkedIn, Twitter, Facebook,

YouTube, Google+

Connect with:• Industry leaders• Media people• Partners• Current customers• Prospects

This goes for telecom as well as vertical markets.

Page 21: Telecom Agent Marketing: The Rock, Paper, Scissors Method

THANK YOU!

Questions & Answers

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