Strategic Marketing Workshop Vistage

“All significant breakthroughs were breaks with old ways of thinking”

- Thomas Kuhn

How to Reach the How to Reach the Summit of Your Summit of Your Marketing ROI Marketing ROI

ByByEnhancing YourEnhancing Your

Value PropositionValue PropositionBrand IdentityBrand Identity

Customer Loyalty Customer Loyalty

Strategic Planning Workshop:Strategic Planning Workshop:Workshop ObjectivesWorkshop ObjectivesAs a result of this workshop you will: Understand the value of identifying your organizations value

proposition, brand message, and customer loyalty indicators

Begin exploring your companies value proposition, brand and developing a customer loyalty enhancement strategy

Develop a post workshop plan to complete the process you’ve started here, finalize it, and implement i, and then measure your results.

Gain a competitive advantage over your competition that will be difficult to duplicate

Be able to measure to current status , gains, and tie gains to financials

Strategic Planning Workshop:Strategic Planning Workshop:Workshop GuidelinesWorkshop Guidelines

Clear your mind and stay in the moment!

Be ready to participate!

It’s OK to feel uncomfortable with your discoveries!

It’s OK not to have all the answers before you leave today!

Promise yourself to complete the post workshop homework!

Strategic Planning Workshop:Strategic Planning Workshop:Value Proposition DefinitionValue Proposition Definition

Value Proposition

What is it???


Value PropositionA unique and measurable benefit that is

cherished by your clients and is

extremely difficult for your competitors to

duplicate.

Strategic Planning Workshop:Strategic Planning Workshop:Value Proposition ExampleValue Proposition Example

Ferrari has won more Formula 1

championships than any other automotive

manufacturer and transfers their new racing

technology into their cars yearly.


Value Proposition

Why is it important to know you company’s Value Proposition??

Strategic Planning Workshop:Strategic Planning Workshop:Reflection TimeReflection Time

Using the value proposition definition as a guideline, take 5 minutes and define (in writing) your company’s value proposition for the market you compete in

Take 2 minutes to write down the data you have collected from your market that validates your value proposition

Take 3 minutes to write down what you are feeling about the ease or difficulty of these tasks you tried to complete

Strategic Planning Workshop:Strategic Planning Workshop:What To Do TomorrowWhat To Do Tomorrow Contact one or two of your trusted client’s, using the value

proposition definition as a guideline, work with them to create your organizations draft value proposition

Review it with a few other trusted client’s, companies in your market that do business with your competitors, internal business partners, and finalize it

Work internally to make your value proposition message a cornerstone of your go to market strategy

Strategic Planning Workshop:Strategic Planning Workshop:What To Do TomorrowWhat To Do Tomorrow

Sample Value Proposition Metrics

Most cherished; Relationship? Why?

Service, program, service, or product? Why

Competitive advantage vs. your competitors? Why?

Financial benefit your company provides?

Strategic Planning Workshop:Strategic Planning Workshop:Brand DefinitionBrand Definition

Brand

How do you define “Brand”?


BrandThe image the market has of your product or

service from the experience it has had with

every “touch point” in your company at

any point in time.


Brand Who crafts your brand promise?

Who executes on your brand promise?

Who evaluates your effectiveness on delivering on your brand promise?

How are you measuring your brand promise status in your market?

Strategic Planning Workshop:Strategic Planning Workshop:Great Brand ExamplesGreat Brand Examples

Neiman Marcus

Rolls Royce

Rolex

Target

Kleenex (brand utopia)


Using the brand definition as a guideline, take 3 minutes and write down what you believe your product or service brand image is in the market today

Take 2 minutes and write down what hard data you have to prove what you’ve written down

Take 3 minutes and write down what you want your brand image to be in the market


Develop your brand promise statement by defining what you want your client experience to be with every touch point in your organization

Proactively communicate what you want your “client experience” to be then manage every client touch point with your organization to deliver your brand promise

Measure, measure, measure, to get client feedback on the gap between your desired brand image and your brand image reality in the market

Make the necessary changes in your organization to maintain the desired brand image


Sample metrics to measure the effectivenessof the implementation of your brand promise

Brand Value – What value does your brand bring to growing, diversifying, selling (all or portions) of your business?

Brand Equity – A set of memories your customers have about interfacing with your company that impact cash flow

Strategic Planning Workshop:Strategic Planning Workshop:Customer Loyalty DefinitionCustomer Loyalty Definition

Customer Loyalty

What is a “loyal” customer?

Strategic Planning Workshop:Strategic Planning Workshop:Customer Loyalty DefinitionCustomer Loyalty Definition

Client Loyalty

A client that has rejected all of your

competitors offerings over time and is an

advocate of your brand leading to new

business opportunities for your company.


List your top three most loyal clients using our definition as a guideline (1 min)

List all the things you’ve done to create that loyalty with those clients (or purpose or on accident) (3 min)

List the amount of new business your company has closed from recommendations for your loyal clients (2 min)


List your top three most loyal clients using our definition as a guideline (1 min)

List all the things you’ve done to create that loyalty with those clients (or purpose or on accident) (3 min)

List the amount of new business your company has closed from recommendations for your loyal clients (2 min)


Conduct a customer “loyalty” survey with an appropriate amount of clients

Conduct an employee engagement survey

Assess the results, then make the necessary changes to your organization

Do a post change implementation survey and continually measure results

Strategic Planning Workshop:Strategic Planning Workshop:The Financials – What Should Improve (sample The Financials – What Should Improve (sample metrics)metrics)

Cost of Sales (COS) - Should go down

Margins/Profitability – Should go up

Good Will – Should Improve

Cost of Capturing New Business – Should go down

Strategic Planning Workshop:Strategic Planning Workshop:A Final ThoughtA Final Thought

Feedback and Next Steps

Strategic Planning Workshop:Strategic Planning Workshop:A Final ThoughtA Final Thought

The beginning is the most important part of the work.

Plato