4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
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Transcript of 4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
Alyssa Dver, CPM & CPMM
Author, “No Time Marketing”
Doing Your Best Marketing in the Worse of Times
@ 2009 Alyssa S. Dver
Ms. Marketing
• Author of:• No Time Marketing: small
business-sized steps in 30 minutes or less
• Software Product Management Essentials
• Chief Executive, Mint Green Marketing, www.mintgreenmktg.com
• Contributor to: Forbes, BusinessWeek, Entrepreneur, Promo, Readers Digest, Software Magazine, etc.
• 2007 BusinessWeek Female Entrepreneur to Watch
@ 2009 Alyssa S. Dver
Agenda
1. Why doing ‘good’ marketing is hard in any economic climate
2. Clarification about what marketing is and what it should be doing for your business
3. A step-by-step “no time” method to build a solid, defendable marketing plan
4. Realistic checks and balances – both short and long term
@ 2009 Alyssa S. Dver
Sound familiar?
“What has marketing done for me lately?” “Marketing is a necessary evil.” “We have no good leads.” “Marketing is a cost center, not a revenue
generator.” “Anyone can do marketing. Its intuitive.” “The Internet makes it so easy and affordable to
do marketing.” “Marketing is a luxury we can’t afford.”
@ 2009 Alyssa S. Dver
Modern Marketing
1 x 1 marketing
LinkedIn Groups
Second Life
Affiliate Marketing
Tipping Points
Chasms
Permission marketing
Clickthroughs
Mobile adsFlash demos
Track backs
SEOTwitter
Blogs
Opt in/Opt out
Customer relationships
Loyalty programs
Virtual events
Corporate responsibility
Web video
AdWords
Landing pagesMavens
YouTube
@ 2009 Alyssa S. Dver
Misleading Marketing Measurements
@ 2009 Alyssa S. Dver
Downmarket Doubts
@ 2009 Alyssa S. Dver
Manic Marketing
“I should do marketing”
I shouldn’t do marketing”
“I should do marketing”
“I should do marketing”
I shouldn’t do marketing”
I shouldn’t do marketing”
@ 2009 Alyssa S. Dver
Maxed Out Marketing
@ 2009 Alyssa S. Dver
Today’s goal: calm, confident marketing
@ 2009 Alyssa S. Dver
Marketing Definition
Marketing identifies, attracts, fosters and retains qualified
sales leads.
Marketing Objective:
…profitably find prospects and then help them make efficient buying decisions.
@ 2009 Alyssa S. Dver
The No Time Cure
Step 1: do a marketing inventory
Step 2: fill in the missing blanks
Step 3: develop powerful positioning and messaging
Step 4: validate pricingStep 5: acquire new leadsStep 6: foster leadsStep 7: create a defendable
marketing plan Step 8: refine plan over time
@ 2009 Alyssa S. Dver
Step 1: 30 Magic Questions – Your Marketing Inventory
@ 2009 Alyssa S. Dver
Section 1: Your Prospects & Customers
1a. B to B or B to C? • Size: revenue, # of employees• Type of companies: industry, public/private,
domestic/international, franchised/wholly owned, for -profit or non-profit, etc.
1b. Who buys/approves?• job title (including homemaker, student, unemployed),
gender, age, income and education level, professional and personal interests
1c. Who uses? Same or different than buyer? • job title, gender, age, professional and personal interests
1d. Who participates in the purchase decision? Are there multiple people or a committee?
• role each person plays1e. What other types of people, companies, or industries would
you like to sell to? • Why
@ 2009 Alyssa S. Dver
Section 2: The Buying Process
2a. Steps prospects go through evaluating • Talk with people inside your company? • Use your website or other marketing collateral?
2b. How long to a yes or no decision?2c. Requests for proposals (RFPs) or other formal
methods of evaluation?2d. References or other purchasing input?
• When in the buying cycle is this required?2e. Product demonstrations
• Run on their own or done by a company representative?
2f. Trial period or return policy? Warranty? 2g. Part of prospect’s budgeting process?2h. How often win ? Why do you lose?
@ 2009 Alyssa S. Dver
Section 3: Your Marketing Channels
3a. Media - magazines, websites, blogs, newsletters, TV, radio are prospects (users, influencers and buyers) reading or watching?
3b. Read/watch at work (during work time) or at home (on their own time)?
3c. Tradeshows?3d. Associations?3e. Industry analysts, other thought leaders?
@ 2009 Alyssa S. Dver
Section 4: Your Competition
4a. Similar products or services?4b. Other ways to accomplish the same thing?
• manually or using other tools? • Why is it better to use a product or service like the
one you offer?4c. Replace existing solution or new budget money
required?4d. Why are you a better value to a prospect?4e. Your company and product /service weaknesses 4f. What happens to prospects if they don’t use your’s?
• Risk liabilities?4g. Priced competitively?
• Relative to competitors’? • Relative to manual or substitute solutions?
4h. Admire any of your competitors’ products/services or their marketing techniques?
• Why?
@ 2009 Alyssa S. Dver
Section 5:Your Market
5a. Key trends in your market today • 3-5 years?
5b. Market crowded?• Must you educate?
5c. Short- and long-term market share goals?5d. What does your company want to be known for?
@ 2009 Alyssa S. Dver
Step 2: Obtaining the missing answers
@ 2009 Alyssa S. Dver
Step 3 : Develop powerful positioning and messaging
For [describe target customers/businesses][Your Company] provides
[Describe product/service in layman terms]
that
[The benefit of using your product/service instead of alternative means to address the problem].
Unlike other solutions, our product [compared to the competition, describe why your offering is uniquely valuable].
A positioning statement says what you provide, why is it the best, who it benefits and how.
@ 2009 Alyssa S. Dver
Messaging Exercises
1. List the words that you want people to use when describing your company: (e.g. innovative, inexpensive, quality, smart, organized, etc.)
2. If you could pick any celebrity (alive or dead, real or fictional, Hollywood, literary, political – essentially, someone well known to the public) to be your company spokesperson, who would it be and why? Describe the qualities that make them ideal to hypothetically represent your product or service.
3. What other companies (in any industry) do you feel have the same or similar attitude or look and feel as yours or that you would like to be more like? Why?
@ 2009 Alyssa S. Dver
Step 4: Validate pricing
PriCCCCing• Cost (margin)• Competition (market position)• Customers (elasticity)• Change (maintenance)
@ 2009 Alyssa S. Dver
Step 5: Acquire new leads push marketing
* Require lead lists
• Advertising• Direct mail *• Internet Mail/newsletters *• Media/PR• Face-to-face seminars *• Tradeshows, conferences, associations• Webinars & teleseminars *• Telemarketing *• Search Engine Optimization (SEO)• Frequent Buyer and Customer Loyalty Programs• Referral Programs• Etc…..
@ 2009 Alyssa S. Dver
Step 6: Foster leads pull marketing
• Brochures• Data/spec or information sheets• Whitepapers and briefs• Website(s)• Blogs, online discussion groups• Videos• Customer Case studies• Cost and ROI tools• Demos• Presentations• Email and phone call follow-ups• Etc…
@ 2009 Alyssa S. Dver
Tracking leads – relationship building & resource allocation
• Sources• Next steps• Elapsed time• Escalation process• Closed vs. dead leads• Etc…
@ 2009 Alyssa S. Dver
Step 7: Create a defendable marketing planPresent, don’t write!
@ 2009 Alyssa S. Dver
Step 8: Refine plan over time
• Monitor what is working• Maintain marketing intelligence
• Google alerts• Media read time: Analysts distribution; newsletters• Advisory board• Selective conference and association attendance• Set quota of customer/prospect interactions
• Do an annual marketing plan review
@ 2009 Alyssa S. Dver
Final thoughts
Twitter @notimemarketing
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