7 Steps to Marketing Successfortunemarketingcompany.com/wp-content/uploads/2012/03/Audit-c… ·...
Transcript of 7 Steps to Marketing Successfortunemarketingcompany.com/wp-content/uploads/2012/03/Audit-c… ·...
Marketing Audit Prepared for Contra Costa ARC
Prepared by
Fortune Marketing Company
The Marketing Audit
Introduction to the Marketing Hourglass
Summary
Questions and Next Steps
Let’s Get Started!
Shrinking market
◦ Down economy caused businesses to bring
fulfillment in house
◦ Many out of business
Lack of awareness/differentiation
Lots of fear/uncertainty in marketplace
Lack of trust, skepticism in the industry
Your Business Environment
Finding businesses that need your services (Who
is your target market?)
Traditional advertising not working (yellow pages)
Lack of understanding of target market and buying
triggers/process ◦ What circumstances does a prospect start to look for services: A: WOM,
referrals, etc. , Don’t know frustrations
No marketing plan/sales and marketing process
Overcoming Trust hurdle
Lack of knowledge competition
Your Marketing Challenges
Website
Direct Mail
Referral/networking
Yellow Pages
Marketing Tools You’ve Used
The Marketing Hourglass
Funnel vs. hourglass
Hourglass is the easiest way to explain the
marketing process
Getting someone who has a need to
KNOW, LIKE, and TRUST you
Marketing hourglass takes it a step further…
The key is to systematically develop touchpoints,
processes and product/service offerings for each
of the 7 phases of the hourglass.
The
Buying
Pattern
Timing Triggers
RESEARCH
KNOW
GOOGLE = Online
ASK = Referral
KNEW YOU =
Advertising/Promo
READ/HEARD = PR
LIKE Something they:
READ
SEE
HEAR
FEEL
= Minimize Risk
Proof Trial Introductory Products
Guarantees Low Cost
DELIVER
CROSS SELL &
UP SELL
+
NURTURE
=
RAVING FANS!
Print ads,
referrals…
Website
Website
NOTHING