Marketing services overview
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Delaware Valley Industrial Resource CenterMarketing Services Overview
DVIRC2905 Southampton Road
Philadelphia, PA 19154
The Navy Yard Building 100 Innovation Center
4801 S Broad St, Suite 100 Philadelphia, PA 19112
Slide 2
The Delaware Valley Industrial Resource Center (DVIRC) is a private, not-for-profit regional economic development organization.
We are one of seven Industrial Resource Centers in Pennsylvania, and one of 59 Manufacturing Extension Partnership (NIST / MEP) affiliates.
Slide 3
How We Work:
DVIRC’s Strategic Approach to Our Market Has Been Constructed To help Grow Our Client’s Business Value.
As such, our work is designed to help Businesses Experience: Growth in Sales, Growth in Profitability and Success in Execution.
Slide 4
Slide 5
Regardless of Industry Type, We Define the Components of Business Value as…
Management, Management, Management
Quality & Sustainability of Revenues & Earnings
Market Position and Environment
Capital Requirements Relative to Cash Flow
Quality of Systems and Controls
Slide 6
In a NIST Study of owners of small and midsized companies identified:
6 of 10 need a process for Cost Savings 8 of 10 need a process for Growing Sales
Slide 7
Our process goes to work on: Identifying specific growth opportunities to match
competencies
Collecting purchasing intelligence related to specific decision makers
Building a call-screened database, complete with emails
Creating reusable marketing collateral to support active sales efforts
Real-time Project Management and Follow-Up
Securing Qualified Leads!
Slide 8
Our Process for Business Growth
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
Slide 9
Market & Economic Research
Market Research Support
ProjectCoordination
Market Positioning Support
DirectorMarketing Services
Inside Sales Support
Inside Sales Support
Inside Sales Support
Inside Sales Support
Our Marketing Services Team
Slide 10
We Use a Holistic Approach to Grow Sales… Working as an outsourced solution, we deliver:
The foundation for a sales and marketing plan
Primary & Secondary Market Research
A clear and distinct value proposition
Relevant market opportunities that match core competencies
A call-screened, custom data base featuring well over 100 category
specific decision makers
Marketing To selected decision makers (letters, post cards, emails*)
Internal Sales Support (Yes, we make over 100 cold calls!)
Slide 11
Strategy Research
Voice of Customer
Market Validation
Market Opportunity
User Needs
Marketing & Sales Planning
Situational Analysis
Goals & Objectives
Market Strategy & Tactics
Implementation Plan
Execution
Evaluation & Control
Sales Support
Market Positioning
Opportunity Scouting
Database Creation
Prospect Validation
Campaign Design & Outreach
Inside Sales
Market Feedback
100 Profiled Targets
200 Decision Makers
Market Diversification
Web Marketing
Pay-Per–Click Ads
Search Engine Optimization
Viral Networking
Social Media
Architecture
Design
Development
Maintenance
Tactical Support
Graphic Design
Newsletters
Email Management
Campaign Design &
Management
Market Launch
Database Screening /
Creation
Prospect Validation
Inside Sales Support
Sales Training
Project Management
Business Growth Solutions
Slide 12
Scouting Growth Markets
Targeting New Customers
Creating New Products/Services
Committing to Sales & Marketing
Identifying USPs
Delivering a Value Proposition
Being Up For a Fight!
Companies Can Fight Back….
Slide 13
This includes:
The foundation for a sales and marketing plan
Primary & secondary market research
A clear and distinct value proposition
Scouting relevant market opportunities that match competencies
A call-screened, custom database development recording category- specific decision makers
Continuous marketing to decision makers (letters, post cards, emails*)
Internal sales support ( we average 20 hours per month)
We Believe in Holistic Approach to Grow Sales…
sustained
Slide 14
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
Products Markets
Sellers Decision Makers
Market Needs / Pains
Unique Selling Points
Structured Outreach
Qualified Leads
Why It Works…
Slide 15
When We Get Started, We Define What We have to Work With …
Slide 16
We Help Clients…
Capitalize on Perceived Strengths
Look at Overcoming Perceived Weaknesses
Identify New Market Opportunities
Avoid Threats
Slide 17
“If you’re not meaningfully UNIQUE,you better be CHEAP!”
Slide 18
How Are you Unique? You can not have an effective business strategy if you are not able to successfully answer this question.
Slide 19
We Have Good PeopleWe Have Good QualityWe Are Always Near or On-time With DeliveryWe are Not the Cheapest-But Not the Most Expensive
That’s What He Said
Did your answer start with any of the following?
Slide 20
1. Your value proposition must be a statement of what you actually are – not just something you aspire to become.
2. Your value proposition must exist in the interface between a company’s ability to deliver a product or service and the perceived needs and desires of a targeted market segment.
3. Your value proposition must be rooted in a deep, certain knowledge of [your] targeted customers and a realistic
appraisal of [your] own capabilities.
Just The Facts please…..Just the facts.
Slide 21
Playing Up Your Strengths Will Enable You to
Outperform your Resources & Outpace Your Threats.!
Slide 22
Will Help You Simplify & Articulate Your Value Proposition.They are extremely useful because:
Confusing Your Customers About Your Products or Service is Never a Good Thing!
Slide 23
The Rules are Simple:
1. Be clear in stating the Overt Benefits of your products or service.
2. Give your market a Reason to Believe their money is well spent with you.
3. Present a Dramatic Difference between you and your rivals.
Slide 24
Your Overt Benefit Should…DEMAND
the Real Reason to Believe!
or to make things simple:
Overt Benefit + Reason to Believe= Dramatic Difference
Slide 25
Faster than a speeding bullet.More powerful than a locomotive.Able to leap tall buildings in a single bound.
Look! Up in the sky!It's a bird. It's a plane. It's Superman!
Slide 26
With the Marketing Physics Complete, People Get Excited….
They want to do more.
Enhance or Redesign Websites Build Effective, Low-Cost Email Campaigns Create Segmented Marketing Campaigns Train Sales Representatives/New Hires Create Product Catalogs, Letters, and Postcards Establish or Redefine the Brand Position Engage In PR Efforts, etc…
Slide 27
We Believe Growing a Business Requires a Structured Process:
PLAN: Design or revise the business development process components to improve results DO: Implement the business development plan and measure its performance CHECK: Assess the measurements and weigh the results ACT: Decide on and initiate changes needed to improve the growth process
Slide 28
Our Planning Delivers Key Market Insights
Growth in the SME world is fueled by early adapters to emerging opportunities that fit with the organization's competencies
The innovative, niche players and those who are heavily financed take market share over those who live day-to-day
The Alpha Position is a result of giving the market what it wants faster and better than a rival supplier
Slide 29
Our Actions Go To Work:
Identifying specific growth opportunitiesCollecting purchasing intelligenceBuilding a call-screened database,Creating reusable marketing collateralReal-time Project ManagementSecuring qualified Leads!Managing Client Follow Up
“The ancestor of every action is thought…”
Slide 30
A Plan is only as good as the actions taken to move it forward. Implementation requires people doing things…
A Fixed Schedule A Good Prospect List Delivery of the Pitch Task Owners Accountability Clear Success Measures
Slide 31
Microsoft Project can help you track and manage your goals. It is as easy as:
Building Your Plan
Defining Your Timeline
Tracking & Managing Your Efforts
Closing Out & Reviewing Effectiveness
Slide 32
• As efforts are made to grow business, monitor your progress, and assess your performance.
• Obviously you will want to do more of the good, but also try to correct whatever is not working.
Check, Recheck, Then Check Again….
Slide 34
Over 100 uniquely profiled target opportunities with over 200 names and titles for category specific decision makers.
A call-screened, database (complete with emails in most cases).
A comprehensive Positioning Report containing: sales and marketing, planning recommendations, and campaign material.
Real-time market intelligence/the specific wants and needs of a new prospect.
A CRM-friendly record of every conversation our sales team has!
An average of 12 Qualified Leads!!!
Over the Course of 3 to 4 Months Everyone Received…
Slide 35
Thank You!!!