Top Marketing Strategies To Grow Your Business In 2017 Step 1 In A Year Long ProjectHARDI ROCS

December, 2016Presented by: Site-Seeker Inc.

● About the project● Myths & Misperceptions - “The Book”● ROC Principle● Buyer Personas● Marketing Plans● What’s Next● How You Can Get Involved

Agenda

● Goal: Help HARDI members grow through the definition and implementation of a best-in-class marketing program

○ Determine which marketing tactics and technologies

work best today ○ Create a marketing roadmap for use by distributors

○ Provide templates and other resources to get you

started

The Project - HARDI ROCS

● HARDI & HARDI’s Marketing Committee ○ Champion and support○ Project guidance○ Encourage member support

● HARDI Membership○ Provide insight○ Participate in interviews, surveys, etc.

● Site-Seeker ○ Research, data analysis, solution and tool development

Roles

Background

ROC - A Strategic Marketing Approach

3 elements of a successful marketing program

● Roadmap● Ongoing online effort● Customer centric

ROC (R = Roadmap)

Roadmap is both the process of

developing a plan, and the plan itself. Typically, an engagement includes:

● Establish performance baseline○ Situational analysis○ Competitive analysis

ROC (R = Roadmap)

Roadmap - Establish baseline continued

● In-depth audit - own (distributor/manufacturer) and

contractor

● Buyer persona development

● Marketing Plan

ROC (O = Ongoing)

Buying Process

ID need → Search → Evaluate → Purchase → Re-evaluate

Lead → Engage → Propose → Negotiate → Win → Resell

Selling Process

ROC (C = Customer Centric)

NOW

Personas

Buying Process

Perform Establish Evaluate Buy Research Buying Vendors Criteria

Multiple Personas Involved

● Specs● Cost ● Technical contacts...

● Terms and conditions● Quote● Delivery time...

Align Website With Persona Needs

GOAL: Keep visitors on your site, reading content and viewing pages

HR 7) Employee 8) Applicant 9) Partner

Corporate 10) Community11) Media

Sales1) Engineer 2) R&D3) Buyer4) Sales & Affiliates 5) Manager6) Co-Supplier

Persona Template - Distributor Owner

Example Buyer Persona

A full write-up, of:

● Name● Background/demogra

phics● Characteristics● Common objections● Marketing message● Tools and platforms● Goals and needs● Quotes

Oscar the Owner Operator

Characteristics/Traits

● Service Technician● Mechanically technical● Specialty skills● Not business savvy● 99% male● Baby boomer - Early Gen Xer● Loyal● Set in his ways● Hard working - “overworked”

● Reliant on distributors● Communication modes

○ Face-to-face○ Phone○ Fax○ Mail○ Email

● Mobile devices = reactive

Oscar the Owner Operator

Oscar’s Goals

● Perform good work quickly○ Time = $$

● Satisfied customers○ Brand = reputation

Oscar’s Challenges● Running their business● Growing their business● Staying current

Our goals

● Support, supplement & grow● Provide customer service

○ Speed of service○ Job costing○ In-stock inventory

● Marketing support● Problem resolution● Increase share of wallet● Decrease cost of sale

Oscar the Owner Operator

Our goals

● “We’ve hit hard talking about why they need a website, the importance of reviews, call tracking, call recording, lead follow-up, etc.. It’s been a long process”

● “I was not popular when I told our dealers they had to have a website to participate in our supplier’s factory authorized dealer program.”

● “The smart distributor will pick out the progressive guys they can help and grow into bigger producers and build a fence around them and help them grow.”

7 key elements in a SIMPLE marketing plan !

1. Situational Analysis2. Goals3. SWOT4. Strategies5. Tactics6. Evaluation7. Budget

Marketing Plan

Situational Analysis

Presents information regarding the organization’s current situation with respect to the marketing environment, the current target market(s), and the firm’s existing marketing objectives and performance.

Details Include● Target Markets● Competition● Existing programs● Results/success to date

What’s in a Marketing Plan?

Goals & Objectives

The development of goals and objectives is driven by the situational analysis, SWOT and overall corporate objectives. For each objective, a specific, measurable outcome and time frame should be stated.

Details Include● New product launch (timing, volume of units)● New market penetration (location opening, timing)● KPI’s (sales results, revenue growth, profitability)

What’s in a Marketing Plan?

SWOTAdvantages, limitations, favorable conditions and barriers are the real factors that should be uncovered in a SWOT analysis.

Details Include● Strengths - Competitive advantages● Weaknesses - Competition, liabilities● Opportunities - Trends, market or economic factors● Threats - Industry restrictions, compliance

What’s in a Marketing Plan?

StrategiesOverarching marketing concepts the company will focus its tactics around

Details include● Target markets

○ Mature, emerging etc.● New product marketing● Marketing mix

○ Traditional (Print, TV, Trade shows)○ Digital (Web, Social, Email, Other)

What’s in a Marketing Plan?

TacticsThe individual events and actions that, together, combine towards being the fundamental marketing initiatives

Details include● Build a website with full e-commerce integration● Engage in social and PPC to target new customers● Create a content marketing campaign including

email and lead nurturing to move prospects to buy● SEO and conversion optimization● Print and TV advertising, Trade Show & events

What’s in a Marketing Plan?

Example Timeline

EvaluationHow the marketing machine will be evaluated to prove its worth? If it can’t be measured, it can’t be managed!

Details Include● Performance standards and results● How will it be measured?

○ Market share? Sales results? ROI?● Tools and software?

○ CRM-Leads? Google Analytics? Other?

What’s in a Marketing Plan?

Budget/ResourcesWhat does the marketing organization look like, and what resources is it given to operate/execute along the suggested timeframe?

Details include:● Responsibility and decision making by personnel● Specific activities tied to budgetary guidelines● Implementation plan and deadlines

What’s in a Marketing Plan?

What Should Your Budget Be?

CMO Survey August 2016 & 2013

● Fluctuates with economy & company size● Labor, advertising, software, training

Marketing Spend Winners & Losers

CMO Survey August 2016

2016

Marketing Spend Winners & Losers

Marketing Budget Reference Material

● CMO Survey August 2016 https://cmosurvey.org/wp-content/uploads/sites/11/2016/08/The_CMO_Survey-Highlights_and_Insights-Aug-2016.pdf

● CMO Survey February 2015 https://cmosurvey.org/wp-content/uploads/sites/11/2015/02/The_CMO_Survey-Highlights_and_Insights-Feb-2015_Compressed.pdf

● Marketing Charts http://www.marketingcharts.com/online/2016-marketing-budget-trends-by-channel-64987/attachment/strongviewselligent-2016-marketing-budget-plans-by-program-jan2016/

Marketing Specialist - Basic Requirements● BS in marketing & 5 years digital experience● Data/process project management history● Accountable to success metrics● Budget management● Experience: CRM, CMS, SEO, PPC, lead nurturing, email

marketing, design, html, personas, analytics, social media, list management, Mac & PC Experience, a/b testing, writing, ...

Marketing Resources

What’s Next

● Interviews● Surveys● Resources

○ Blog posts both on the HARDI site and Site-Seeker

○ Marketing templates○ Best practices○ Infographics○ Videos

● And… sharing of our findings at the Marketing & Sales Conference in September

How Can You Help?

Get involved! We’d like to talk with you● Distributors● Manufacturers● Contractors● Industry experts

This can’t be successful without you

While You’re At The Conference

● Go to this page NOW →www.site-seeker.com/hardi● Or stop by booth # 203

● Take this survey● Fill out the form● Bookmark this page

● You’ll receive○ Results as they develop○ Access to all content

● Win an Amazon Echo!

Thank You

← Eddie Bluff, VP Key Accounts & Co-Foundereddiebluff@site-seeker.com

Matt Ford, President → mattford@site-seeker.com

← Brian Bluff, CEO & Co-Founder brianbluff@site-seeker.com

Melinda Aiken, → Digital Marketing Specialistmelindaaiken@site-seeker.com