2015 effective marketing overview
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Transcript of 2015 effective marketing overview
My Mission
• To put an end to fragmented, disjointed and partial marketing efforts
• Alleviate confusion and stress for business owners
• Set in-place comprehensive, measurable and continually monitored marketing systems
• Leverage the latest in technology combined with the best in traditional marketing
• Eliminate meaningless and cliché marketing messages, speaking directly to the motivations causing prospects to buy
What is Marketing Systemization?
DEFINITION:
The strategic planning of the process leading prospective customers from awareness of your product and/or service through the entire buying process to advocacy.
Is Marketing Systemization Impersonal?
ANSWER: Yes and no.
• The best automated marketing systems combine technology and media with personal touch marketing at appropriate times.
Important Factors in Marketing Systemization
• Industry
• Length of buying cycle
• Price range
• Impulse buy vs. planned purchase
Awareness
• Media – Advertising, Networking, Social Media, direct mail (phone book, newspaper)
• Prospects - Unaware of need or problem, or not high on their priority list
• Message – Speaks to problem or need
• Goal – Prospects admit they have the problem or need
Consideration
• Media – email, blog, social media (direct mail, paid advertising)
• Prospects – aware of need/problem. Deciding if/how to deal with it.
• Message – Education slanted towards your business.
• Goal – To provide prospects with enough information to make an educated buying decision. Within this process, pointing out why your business is the right choice.
Conversion
• Media – Email, social media (supplemented with paid advertising)
• Prospects – Know they have a problem/need. Biggest concern is choosing what product/service to fill it.
• Message – Why choose you over your competitors
• Goal – Purchase
Loyalty
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER SERVICE! * Assistance in using your product or service. * Make their life easy. * Connect. Customer satisfactin
• Goal – Repeat business
Advocacy
• Media – Telephone, email, in-person
• Prospects – Have recently purchased.
• Message – AMAZING CUSTOMER SERVICE! * Assistance in using your product or service. * Make their life easy. * Connect. Customer satisfactin
• Goal – Referrals, recommendations, buzz, fans
Advocacy Continued
• Most unknown step in the buying funnel
• 92% of people trust recommendations from people they trust
• A word of mouth recommendation is behind 20-50% of all sales
• Customers referred by other customers have a 37% higher retention rate
• A 12% increase in advocacy generates 2X increase in revenue
STEPS
• Recognize advocates when you see them
• Understanding/meeting advocates goals
• Ask for specific actions
• Don’t make them work
• Accentuate the benefits
• Reward action
• Create inclusion – members of the club
Steps to Marketing Systemization
1. Map out your path specific to the buying process for your product or service
2. Create individual steps to lead prospects through the process
3. Each step should have an appropriate message
4. Each step should have ONLY ONE OBJECTIVE – TO LEAD PROSPECTIVE CUSTOMERS TO THE NEXT STEP.
5. Each step should have a Call To Action leading to the next step in the process.
Official Definition of a Platitude
•plat·i·tude n. “Words or phrases that are dull, obvious, or predictable that lack power to create interest because they are overused and unoriginal, that are nevertheless still commonly used as though they were unique or distinctive.”
Do You Have Any Of These Phrases In Your Marketing Or Advertising?
• Highest Quality
• Best Service
• Largest Selection
• Gets the job done right the first time
• 30 years of experience
• Been in business since 1776 B.C.
• Honest
• Hard Working
• You’ve tried the rest now try the best
• Number one
• Dealer of choice
• State-of-the-art
The Ultimate Leverage
Say you spend $3,600 a month on the ad
That ad generates 22 responses a month
Is that good?
Let’s say you can rewrite your ad removing the platitudes
Nothing “weird” or “creative”... Just following time-tested marketing principles
The Ultimate Leverage
• Now instead of generating 22 responses
• The ad gets an average of 43 responses
• You have to pick and choose who you “let” work with you because of quality/capacity issues
• You close more of the leads you do get
• Your average sales price goes UP
• That’s LEVERAGE
Your Goal
• Remove these general statements from your marketing.
• Replace them with SPECIFIC, MEASURABLE points of difference that speak directly to the SPECIFIC needs and problems of your target audience
“Platitudes and generalities roll off
the human understanding like water
from a duck’s back. They leave no
impression whatsoever.”
Claude Hopkins
Innovation
Innovation is a new idea, device or process.[1] Innovation can be viewed as the application of better solutions that meet new requirements, inarticulated needs, or existing market needs.[2] This is accomplished through more effective products, processes, services, technologies, or ideas that are readily available to markets, governments and society.
Source: Wikipedia.org
The Single Foundation of Innovation
Hot Buttonshot but·ton
nounNORTH AMERICANinformal
a topic or issue that is highly charged emotionally or politically.
The Innovation Process
Three Simple Steps – For each hot button . . . 1. Describe the negative situation relating to this hot button that
would cause John smith to become frustrated.
2. What are some specific things that “The Ultimate Business” in this industry would do to alleviate or solve this problem/frustration?
3. What specific questions could you ask competitors regarding this innovation?
Innovation Formulation 1
Hot Button: Waiting Room Experience• Negative Situation: Prospect has to wait to see the dentist and is
faced with reading outdated issues of Newsweek or watching a fish swim back and forth
• Magic Wand: What would the ultimate business do?• Brainstorm answers to this question
• Just let it rip – write everything down on paper
• Do not exclude ideas just because they’re not practical
• If at least 50% of your ideas are NOT impractical, you’ll never innovate anything significant.
Innovating the Dentist
Magic Wand Innovations• 50 different magazines, all
categories, current issues
• Plasma screen with breathtaking videos
• Nice fish tanks with interesting fish
• Nice decorating, classy
• Comfortable chairs
• Now try a CRAZY WAND!!!
Innovating the Dentist
Crazy Wand Innovations• Leather recliners
• Snacks and drinks for free
• Personal masseuse, haircuts, manicures
• Video games of all types and systems
• Golfing simulator
• Workout equipment, basketball court
• Safari animals, roller coaster
• Live entertainment
Check the Competition
Next, find out how you stack-up against the competition
• Mystery shop them . . . Call and pose as a potential customer
• Ask them how they stack-up• Don’t ask: “How many current magazines do you have?”
or “Do you have a roller coaster in your waiting room?”
• Do ask” “Should I bring my own magazine, or do ya’llhave anything to do while I’m waiting?”
Return on Investment
Once you have your list of innovations . . . You will have todo an ROI projection:
• How much will the innovation cost to implement?
• How much additional revenue can we expect?• Increased revenue per customer• Additional new customers
• How unique is the idea in the marketplace?
• How easy is it to copy?
• How would this translate into a marketing message/piece?
• Don’t be afraid to DO SOMETHING!!!!!
What About You?
If your customers had a magic wand, what would they change about your
industry?
What about your company?
3 More Innovation Formulations
Special Delivery
Could you bring your product or service to your customers? Can you bring something to customers that they normally have to go to get?
• Florist: mobile store on wheels
• Dentist: RV with mobile cleanings, X-Rays
• Oil Change: while you work, every 3 months
• Pet Store: cricket/food delivery
• Haircut: mobile haircutting stations
3 More Innovation Formulations
One Stop Shop
Can you provide more than one thing to your customers so they won’t have to look around? Can you help your customers get multiple things done at once (or through one vendor – YOU)
• Dentist: car wash and oil change while you wait
• Video Production: scripting and actors
• Roofer: Gutters, gutter protection, windows, siding, insurance adjusting, paperwork
• Haircut: massage, chiropractic
3 More Innovation Formulations
Outside Swipe
Find innovative ideas from inside and outside your industry. Copying is a good thing when it comes to innovation! (especially copying outside your industry.)
• Roofer: Does Seminars like a financial planner
• Nursing home: look at daycares
• NBA: swipe from amusement parks, Disney
• Veterinarian: insurance companies
• Consumer Electronics: cell phone companies
Mobile
• The “bread-and-butter” of marketing in 2015
• The statistics are too big to ignore.
• Websites and emails must have good mobile and tablet user interface
• Understand the difference between how people use their devices for businesses IN YOUR INDUSTRY.
• Deliver content accordingly
Cross Platform Marketing
• Meet your prospects where they are
• Varied media
• Increased frequency
• Content, content, content
Retargeting
This is my #1 pick for success
in 2015.
What is retargeting?
A form of paid advertising that utilizes “cookies” to serve visual ads to visitors to your website, people who:
• Visit your website
• Search specific keywords
• Take specific actions on your site
• Take actions with an email you send
• Even visit another company’s website
Retargeting
Why is it so amazing?
• People get distracted
• They don’t always see your whole message
• Frequent messages increase the chances of a sale many times over
• Affordable – target only those in your service area. Pay only when someone clicks on your ad
• Continue to deliver your top selling points after someone has left your site
• Target audiences of others that you know have similar markets to yours
• Display ads more effective at delivering a message than text only
• And on, and on . . .