Tim Little DirectIncrease profit margins and working capital

available by tapping into the marketing assets you already have.

Be Sure to visit my website @www.TimLittleDirect.com

Email@timglittle@charter.net

This marketing plan will help grow your business in 3 ways

• It will help you find more prospects from the systems you already have

• It will help you increase conversion rates of current customers

• It will increase the value worth of each customer

• It will help you to find partners to increase market share or meet marketing objectives

Four Growth Areas – The Key To Your Ultimate Marketing Plan

• Attract more new customers.• Increase the average sales amount.• Make your customers buy more from you

more often• Hold on to your customers for life

This is the marketing plan in a capsule. The small business focus is too much on 1 and number 4

•

Market ShareWhich competitors are growing the fastest and why? Market Demographics – target customer profile with segmenting by frequency and amount purchased Market needs - finding your niche, what sets you apart from competitors?Market trends – is this a growth area?

Company A

Company B

Our Market

Company C

The old 80/20 rule to your customer base

20% of your customers

result in 80% revenue!

Steps to determine your top

customers• Compute the total sales per

customer• Rank customers by total revenue

in descending order• Compute cumulative revenue by

customer ( start with highest)• Compute percent of revenue by

customer• Identify those customers make

up 80% of revenue

0200400600800

100012001400160018002000

PerCustomer

Revenue%

Top 25%

Lower 75%

Total Revenue

Marketing strategies –Focus on customer benefits

• Good marketing first identifies a market need and then fills that need

• Your marketing strategy, from product development stage and onward, is based on fulfilling that need better than the competition

• Feature and benefit statements: features – six cylinders, leather seats: benefits are – Prestige, reliability

• Look for alliance opportunities with vendors or competitors follow-up with a phone call or letter

Competitive Advantage

• Discover your unique selling proposition, what makes you better than your competition?

• Optimize your hidden advertising assets with professional analysis.

• Market research – the process is gaining information about market– Primary having direct contact with your customers.

Focus groups, surveys– Secondary market research information that is

acquired and published for example: government census

– Finding information on competitors - the internet and if publicly traded financial information is public

Implement Target Marketing• What sets me apart from other marketing consultants

is I will implement the plan• Many business owners have consultants that tell

them what to do but few that will show them a system and take them through it

• I will set up a customer database past, present and future segments and show your how to target the most profitable segments with customer profiling.

• I will set-up your direct mail and telephone campaigns and show you how to track and test the most profitable areas

• I will set up partnership alliances and market your niche

Marketing Strategy

• Unique selling proposition – what sets me apart from my competition? Cover an obvious void in the market by researching your competition.

• USP examples - great selection and lowest prices. The USP is the nucleus around which you will build your success, fame, and wealth

• Your staff must consistently maintain high levels of quality or service

• Your USP must be implemented into all of your marketing efforts.

Sales vs. Expenses

• Set marketing and financial objectives:– Determine your breakeven analysis, sales

forecast and expense forecast and how these reports link to your marketing strategy

– This can be determined on sales financials from the last 2 years

– Set milestones or calendars when each marketing program will begin and end.

– Keeping close tabs on each program will be a key to cash flow analysis and meeting sales goals.

– Tracking response rates, marketing expenses on a month to month basis will keep you within budget

Marketing Objectives

• Increase profit margins and working capital by 25% over the next 12 months

• Increase profits by 30% by cross selling and targeting the most profitable database segments

• I will increase the conversion rates of customers by 20% by identifying my USP and using it in all of my advertising.

• I will track, test and analyze my marketing efforts to consistently improve the results

• I will locate partners that will increase my sales by 10% over the next year.

Service Description I will customize and write a strategic marketing plan based on researching your competition to define your most profitable niche or USP

The marketing plan will be based on analysis of your strongest assets

I will do more than just tell you how to increase profits I will actually implement the plan that works best for your company

I will use what you currently have and make it more effective, rather than spend more on advertising

I will help you setup an effective customer database of past present and future customers and how to segment the most profitable

I will help you setup a direct mail marketing and telephone follow-up department

I will show you how to test and analyze your marketing results to target the most profitable segments

I will help you set up alliances with partners and vendors that will help you promote your products or services

Keys to Success

• Understanding your Unique Selling Proposition and making sure customer service implements the USP

• Perfecting a proven marketing system based on your strongest assets and your customer needs

• A written marketing plan stating objectives, goals strategies and budget with milestones for promotion execution

• Developing close relationships with customers and vendors with continuous communications with direct mail, telephone and face to face contact.

• Using what you currently have in place and making it more effective

• Having a marketing consultant help implement the plan instead of telling you how to do it.

Next Steps….• We will meet once or twice a week in a quiet place and

look at ways to improve your current marketing system• We will work on a detailed survey defining your market

competition, budget and goals• I will complete a 10-15 page annual marketing plan

outlining past, present and future marketing objectives• I will customize a direct marketing system, specific to

your needs and objectives and I will show you how to implement the plan with database marketing, direct response marketing and developing alliances

• Be Sure to visit my website @www.TimLittleDirect.com

• Email@timglittle@charter.net for free book “Differentiate or Die by Jack Trout