2015 effective marketing overview

2015 Effective Marketing Overview

My Mission

• To put an end to fragmented, disjointed and partial marketing efforts

• Alleviate confusion and stress for business owners

• Set in-place comprehensive, measurable and continually monitored marketing systems

• Leverage the latest in technology combined with the best in traditional marketing

• Eliminate meaningless and cliché marketing messages, speaking directly to the motivations causing prospects to buy

Marketing Systemization

What is Marketing Systemization?

DEFINITION:

The strategic planning of the process leading prospective customers from awareness of your product and/or service through the entire buying process to advocacy.

Is Marketing Systemization Impersonal?

ANSWER: Yes and no.

• The best automated marketing systems combine technology and media with personal touch marketing at appropriate times.

Important Factors in Marketing Systemization

• Industry

• Length of buying cycle

• Price range

• Impulse buy vs. planned purchase

The Customer Journey

Advocacy

Loyalty

ConsiderationConversion

Awareness

Awareness

• Media – Advertising, Networking, Social Media, direct mail (phone book, newspaper)

• Prospects - Unaware of need or problem, or not high on their priority list

• Message – Speaks to problem or need

• Goal – Prospects admit they have the problem or need

Consideration

• Media – email, blog, social media (direct mail, paid advertising)

• Prospects – aware of need/problem. Deciding if/how to deal with it.

• Message – Education slanted towards your business.

• Goal – To provide prospects with enough information to make an educated buying decision. Within this process, pointing out why your business is the right choice.

Conversion

• Media – Email, social media (supplemented with paid advertising)

• Prospects – Know they have a problem/need. Biggest concern is choosing what product/service to fill it.

• Message – Why choose you over your competitors

• Goal – Purchase

Loyalty

• Media – Telephone, email, in-person

• Prospects – Have recently purchased.

• Message – AMAZING CUSTOMER SERVICE! * Assistance in using your product or service. * Make their life easy. * Connect. Customer satisfactin

• Goal – Repeat business

Advocacy

• Media – Telephone, email, in-person

• Prospects – Have recently purchased.

• Message – AMAZING CUSTOMER SERVICE! * Assistance in using your product or service. * Make their life easy. * Connect. Customer satisfactin

• Goal – Referrals, recommendations, buzz, fans

Advocacy Continued

• Most unknown step in the buying funnel

• 92% of people trust recommendations from people they trust

• A word of mouth recommendation is behind 20-50% of all sales

• Customers referred by other customers have a 37% higher retention rate

• A 12% increase in advocacy generates 2X increase in revenue

STEPS

• Recognize advocates when you see them

• Understanding/meeting advocates goals

• Ask for specific actions

• Don’t make them work

• Accentuate the benefits

• Reward action

• Create inclusion – members of the club

Steps to Marketing Systemization

1. Map out your path specific to the buying process for your product or service

2. Create individual steps to lead prospects through the process

3. Each step should have an appropriate message

4. Each step should have ONLY ONE OBJECTIVE – TO LEAD PROSPECTIVE CUSTOMERS TO THE NEXT STEP.

5. Each step should have a Call To Action leading to the next step in the process.

Questions

Maximizing your Marketing ROI

The Power of Words

WHAT DOES THISHAVE TO DO WITH YOU?

Platitudes – The Death of Effective Marketing

Official Definition of a Platitude

•plat·i·tude n. “Words or phrases that are dull, obvious, or predictable that lack power to create interest because they are overused and unoriginal, that are nevertheless still commonly used as though they were unique or distinctive.”

Do You Have Any Of These Phrases In Your Marketing Or Advertising?

• Highest Quality

• Best Service

• Largest Selection

• Gets the job done right the first time

• 30 years of experience

• Been in business since 1776 B.C.

• Honest

• Hard Working

• You’ve tried the rest now try the best

• Number one

• Dealer of choice

• State-of-the-art

The Ultimate Leverage

Say you spend $3,600 a month on the ad

That ad generates 22 responses a month

Is that good?

Let’s say you can rewrite your ad removing the platitudes

Nothing “weird” or “creative”... Just following time-tested marketing principles

The Ultimate Leverage

• Now instead of generating 22 responses

• The ad gets an average of 43 responses

• You have to pick and choose who you “let” work with you because of quality/capacity issues

• You close more of the leads you do get

• Your average sales price goes UP

• That’s LEVERAGE

Your Goal

• Remove these general statements from your marketing.

• Replace them with SPECIFIC, MEASURABLE points of difference that speak directly to the SPECIFIC needs and problems of your target audience

“Platitudes and generalities roll off

the human understanding like water

from a duck’s back. They leave no

impression whatsoever.”

Claude Hopkins

Applied Business Innovation

Innovation

Innovation is a new idea, device or process.[1] Innovation can be viewed as the application of better solutions that meet new requirements, inarticulated needs, or existing market needs.[2] This is accomplished through more effective products, processes, services, technologies, or ideas that are readily available to markets, governments and society.

Source: Wikipedia.org

The Single Foundation of Innovation

Hot Buttonshot but·ton

nounNORTH AMERICANinformal

a topic or issue that is highly charged emotionally or politically.

The Innovation Process

Three Simple Steps – For each hot button . . . 1. Describe the negative situation relating to this hot button that

would cause John smith to become frustrated.

2. What are some specific things that “The Ultimate Business” in this industry would do to alleviate or solve this problem/frustration?

3. What specific questions could you ask competitors regarding this innovation?

Innovation Example

• Market – Dentistry

• Hot Button – Waiting Room Experience

Innovation Formulation 1

Hot Button: Waiting Room Experience• Negative Situation: Prospect has to wait to see the dentist and is

faced with reading outdated issues of Newsweek or watching a fish swim back and forth

• Magic Wand: What would the ultimate business do?• Brainstorm answers to this question

• Just let it rip – write everything down on paper

• Do not exclude ideas just because they’re not practical

• If at least 50% of your ideas are NOT impractical, you’ll never innovate anything significant.

Don’t Forget to Ask Other People!

Innovating the Dentist

Magic Wand Innovations• 50 different magazines, all

categories, current issues

• Plasma screen with breathtaking videos

• Nice fish tanks with interesting fish

• Nice decorating, classy

• Comfortable chairs

• Now try a CRAZY WAND!!!

Innovating the Dentist

Crazy Wand Innovations• Leather recliners

• Snacks and drinks for free

• Personal masseuse, haircuts, manicures

• Video games of all types and systems

• Golfing simulator

• Workout equipment, basketball court

• Safari animals, roller coaster

• Live entertainment

Check the Competition

Next, find out how you stack-up against the competition

• Mystery shop them . . . Call and pose as a potential customer

• Ask them how they stack-up• Don’t ask: “How many current magazines do you have?”

or “Do you have a roller coaster in your waiting room?”

• Do ask” “Should I bring my own magazine, or do ya’llhave anything to do while I’m waiting?”

Return on Investment

Once you have your list of innovations . . . You will have todo an ROI projection:

• How much will the innovation cost to implement?

• How much additional revenue can we expect?• Increased revenue per customer• Additional new customers

• How unique is the idea in the marketplace?

• How easy is it to copy?

• How would this translate into a marketing message/piece?

• Don’t be afraid to DO SOMETHING!!!!!

What About You?

If your customers had a magic wand, what would they change about your

industry?

What about your company?

3 More Innovation Formulations

Special Delivery

Could you bring your product or service to your customers? Can you bring something to customers that they normally have to go to get?

• Florist: mobile store on wheels

• Dentist: RV with mobile cleanings, X-Rays

• Oil Change: while you work, every 3 months

• Pet Store: cricket/food delivery

• Haircut: mobile haircutting stations


One Stop Shop

Can you provide more than one thing to your customers so they won’t have to look around? Can you help your customers get multiple things done at once (or through one vendor – YOU)

• Dentist: car wash and oil change while you wait

• Video Production: scripting and actors

• Roofer: Gutters, gutter protection, windows, siding, insurance adjusting, paperwork

• Haircut: massage, chiropractic


Outside Swipe

Find innovative ideas from inside and outside your industry. Copying is a good thing when it comes to innovation! (especially copying outside your industry.)

• Roofer: Does Seminars like a financial planner

• Nursing home: look at daycares

• NBA: swipe from amusement parks, Disney

• Veterinarian: insurance companies

• Consumer Electronics: cell phone companies

Most Powerful, Cutting-edge Marketing Strategies

Mobile

• The “bread-and-butter” of marketing in 2015

• The statistics are too big to ignore.

• Websites and emails must have good mobile and tablet user interface

• Understand the difference between how people use their devices for businesses IN YOUR INDUSTRY.

• Deliver content accordingly

Cross Platform Marketing

• Meet your prospects where they are

• Varied media

• Increased frequency

• Content, content, content

Retargeting

This is my #1 pick for success

in 2015.

What is retargeting?

A form of paid advertising that utilizes “cookies” to serve visual ads to visitors to your website, people who:

• Visit your website

• Search specific keywords

• Take specific actions on your site

• Take actions with an email you send

• Even visit another company’s website

Retargeting

Why is it so amazing?

• People get distracted

• They don’t always see your whole message

• Frequent messages increase the chances of a sale many times over

• Affordable – target only those in your service area. Pay only when someone clicks on your ad

• Continue to deliver your top selling points after someone has left your site

• Target audiences of others that you know have similar markets to yours

• Display ads more effective at delivering a message than text only

• And on, and on . . .

Need Help Putting It All Together

Book a Marketing Design Consultation:

sedulousmarketing.com/marketing-campaign-help/

Or (707)506-6411