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Copy of the presentation from the CASRO Management Conference, April 2013... For Market Research firms that aren't achieving the level of revenue growth they desire, this presentation shows 'why' that might be happening and 'what' can be done about it. This presentation is based on our eBook of the same name.
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12 Reasons Why Your Marketing & Sales Might Not Be Working… and What You
Can Do About It
Steve Henke, PresidentHarpeth Marketingwww.HarpethMarketing.com
Goal for today’s session…
Do any of these ring true for you?
• “…flat or declining revenue…”• …a diminishing number of bid
opportunities…”• “…few, if any, new sales
leads…”• “…an inability to articulate a
true competitive advantage…”
Do any of these ring true for you?
• “…our business is feast or famine…”
• “…don’t really know if our marketing is working…”
• “…we rely on business from 1 or 2 large clients…”
• “…we rely on word-of-mouth and referrals…”
• Written mktg & sales plan?• Regular topic at staff meetings?• The power is in the thinking• Be flexible
Reason #1: You’re not thinking… you’re just doing.
Plan your work… then work your plan
Reason #2: You can’t manage what you don’t measure.
• You’re a researcher… do a little!• Measure activity and results• Measure details, then create
dashboards• Review and discuss regularly
Is it working?
Reason #3: You have a minimal or poorly managed sales effort.
• Too many missed opportunities• You can’t serve two masters• Skill sets/mind sets• Be proactive
“Sell” is not a 4-letter word
Reason #4: You have no lead nurturing in place.
• Creates awareness and enhances positioning
• You're building trust• Move them through the sales
funnel• Be there when they are ready to
buy• Not difficult to do…
And it’s going to take time…
Reason #5: You’re not doing the little things necessary to be successful.
Mktg. is simple… but it ain’t easy!
Understand the deadlines from Quirk’s.
Understand the ad specs from Quirk’s.�� What’s the content of the ad? Who’s ��
writing it? Who’s approving it? What’s the design? Who’s designing ��
it? Is the design consistent with your other marketing?
If the designer is outside your firm, do ��they have the ad specs and deadline?
Reason #5: You’re not doing the little things necessary to be successful.
What does the ad link to? Is that page ��updated?
Will Web site visitors have the chance ��to download something? Is that prepared?
How are you measuring the ad?�� What’s the follow-up plan for any ��
leads generated?
Reason #5: You’re not doing the little things necessary to be successful.
Reason #5: You’re not doing the little things necessary to be successful.
• Define the steps of every initiative• Put them in a calendar• Assign responsibility• Make sure they get done
Mktg. is simple… but it ain’t easy!
Reason #6: You skip old-school marketing.
• It doesn’t rely on anyone to do anything
• It builds awareness and helps to position your firm
Old doesn’t mean bad…
Reason #6: You skip old-school marketing.
Reason #6: You skip old-school marketing.
Old doesn’t mean bad…
• It doesn’t rely on anyone to do anything
• It builds awareness and helps to position your firm• Test them and see what happens
Reason #7: You don't have the money.
• Tons of free options• But do it right… plan, execute and
measure• They still take time• Warning: “No teeth in the game”
Good news… not everything requires money
Reason #8: Your messaging doesn’t resonate with audiences.
• Elevator pitch• Capabilities presentation
2 biggest areas of concern…
• Format• Content
2 biggest problems…
Reason #9: You don’t differentiate your firm in a crowded marketplace.
• The Big 3• Lots of other ways• Don’t force it… let it evolve• Build your brand around it
What’s your competitive advantage?
Reason #10: You don’t really know your clients.
• Build a profile of your ‘ideal’ client• Understand their needs• Understand their pain points• Tips & Tricks
Take time to get to know them
Reason #11: Not all marketing is marketing.
• What is marketing?• Map out touch points• Live your brand• The “customer experience” is key
Pay attention to the details
The 1st time a man looks at an advertisement, he does not see it.
The 2nd time, he does not notice it. The 3rd time, he is conscious of its
existence. The 4th time, he faintly remembers
having seen it before. The 5th time, he reads it. The 6th time, he turns up his nose at it. The 7th time, he reads it through and
says, “Oh brother!”
Reason #12: Giving up too soon.
The 8th time, he says, “Here’s that confounded thing again!”
The 9th time, he wonders if it amounts to anything.
The 10th time, he asks his neighbor if he has tried it.
The 11th time, he wonders how the advertiser makes it pay.
The 12th time, he thinks it must be a good thing.
The 13th time, he thinks perhaps it might be worth something.
Reason #12: Giving up too soon.
The 14th time, he remembers wanting such a thing a long time.
The 15th time, he is tantalized because he cannot afford to buy it.
The 16th time, he thinks he will buy it someday.
The 17th time, he makes a note to buy it. The 18th time, he swears at his poverty. The 19th time, he counts his money
carefully. The 20th time he sees the ad, he buys
what it is offering.
Reason #12: Giving up too soon.
Reason #12: Giving up too soon.
• It takes multiple touches• Across multiple channels• Integrated approach• Once you’re there… keep it up
Get ahead and stay ahead
If you keep doin’ what you’re doin’… you’ll keep gettin’ what you’re gettin’
One big takeaway…
Any Questions?
