Marketing Yourself …and Marketing as a Service

© 2010 Bizucate, Inc.

Who Am I? Student

Educator

Motivator

Consultant

Marketer

Strategist

Sales Person

Entrepreneur

Triathlete

Vertical Industries

Marketing and Design

Content Producers

Software and

Hardware MFG

B2B

B2C

A2M

NP2D

B2B2C

3

Where We’re Going

• Start at the end

• Tell you a little about me

• Look at some pictures

• Define marketing

• Discuss marketing yourself

• Discuss marketing as a service

• Capture strategic and tactical steps you can take

• Provide 5 Frames for Future Profitability

4

5 Frames for Future Profitability

1. Strategy

2. Product/Service Mix

3. How You Market

4. How You Sell

5. How You Produce

Areas of Opportunity …to Market Ourselves

1.

2.

3.

5

Areas of Opportunity …to Develop New Services/Products

1.

2.

3.

6

Areas of Opportunity …to Sell at Profitable Levels

1.

2.

3.

7

8

9

10

11

12

13

Road Lessons • Technology available to many

• Can take you most anyplace

• See new things

• Try new things

• Meet new people

• Have to be interested in new

• Have to be willing to fail

• Experiences can make for a more interesting ride 14

15

16

17

18

19

20

21

22

23

24

25

Geocaching Lessons

• Choose to do it

• Get out there

• Develop your “cache senses”

through experience

• Technology alone won’t get

you all the way there

• Can still get lost and

frustrated

• Need to look up from tech

and see where you are

• Can get hurt

• Don’t forget to have fun

26

27

I’m not a “have to” guy

28

29

30

31

32

Two Ways to be More Profitable

1. Develop the world’s most efficient workflow

– People

– Processes

– Technology

2. Sell

– …for more

• A major difference in your sales can come from

the way you use marketing

33

Defining Marketing

• How do you define it?

• How would your customer define it

• AMA Definition 2007 – Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at

large

• AMA Definition 2004 – Marketing is an organizational function and a set of processes for

creating, communicating, and delivering value to customers and

for managing customer relationships in ways that benefit the

organization and its stakeholders

34

AMA Definition Stirs Debate • The American Marketing Association's recently updated definition of marketing has

sparked a bit of a brouhaha. The definition, the first update in four years, reads:

"Marketing is the activity, set of institutions and processes for creating, communicating,

delivering and exchanging offerings that have value for customers, clients, partners and

society at large." It will be used as the official definition of marketing in books and

taught in universities nationwide, according to the AMA. Big mistake, said Mike Smock,

managing director of marketing consultancy vSente, who blogs about marketing. In a

post, Smock wrote that the definition may lead marketers down the primrose path.

"Marketers can hardly get it right in small enterprises; how are they going to extend that

to society at large?" he told BtoB. "The bottom line is CEOs are disgruntled with

marketing, and this definition doesn't help," Smock said. The new definition gets away

"from the fundamentals, like sales, revenue, margins and market share." Nancy

Costopulos, CMO of the AMA, said the association had anticipated some dissent. "We

think it's healthy for the profession to have a dialogue and a conversation," about the

new definition, she said. She added that 70% of 1,000 marketers responding to queries

about the new definition said it was an improvement on the prior definition. Of the

revision Costopulos said: "It's not just about marketing in management but marketing

at a higher level." Still, Smock is less than impressed. In response, he posted his own

definition of marketing: "Marketing is ideas and actions that generate increasingly

profitable market share."

35 www.btobonline.com

36 © 2010 Mimeo Inc.

37

© 2010 Mimeo Inc.

38 © 2010 Mimeo Inc.

39 © 2010 Mimeo Inc.

40 © 2010 Mimeo Inc.

41

Marketing 101, 201, 301 and More

• 101: Defining Marketing: Management process

responsible for identifying, anticipating and

satisfying customer requirements profitably

• 201: Defining a Marketing Strategy

– Acquisition

– Retention

• 301: Measuring Effectiveness (ROI)

• 401+: Developing even more ROI based efforts

How Familiar Are You With?

• Principles of Marketing, 13ed.

• Kotler and Armstrong

• Part 1: Defining Marketing and

the Marketing Process

• Part 2: Understanding the

Marketplace and Consumers

• Part 3: Designing a Customer-

Driven Strategy and Mix

• Part 4: Extending Marketing

• One of their definitions

• Marketing is managing profitable

customer relationships.

We’ve Defined Marketing…

• How do you use it for your business?

• How do you use it as part of a product or service

you offer to your customers?

43

How Could You Market Yourself?

• Hire a “real” marketing

person

• Build a marketing team

• Build a “better” website

• Do more direct mail

• Print more brochures,

letterhead and business

cards

• Develop your own multi-

channel campaign

• Develop a web to print

solution

• Create a new marketing

company

• Go after existing

customers

• Look for new customers

• Tweet more

• Have more open houses

• Post more often to the

blog

• Train sales to act more

like marketers

44

Marketing Your Marketing Plan

• Do you have one? If not, why not?

• If so, how’s it working for you?

• When was the last time you

updated it?

• Can key employees discuss the

overall marketing strategy and

describe current marketing

initiatives?

• Does sales feel like marketing is

helping them?

46

Marketing Plan?

• Oh…that’s the part of the business plan outlining the marketing strategy for a product or service

– A written document that details the necessary actions to achieve one or more marketing objectives

1. Review of the marketing environment. Study of the organization's markets, customers, competitors and the overall economic, political, cultural and technical environment; covering developing trends, as well as the current situation.

2. Review of the detailed marketing activity. A study of the company's marketing mix; in terms of the 7 Ps - Product, Place, Price and Promotion, Physical Environment, People, Process

3. Review of the marketing system. A study of the marketing organization, marketing research systems and the current marketing objectives and strategies. The last of these is too frequently ignored. The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and “garbage in, garbage out” applies with a vengeance.

http://en.wikipedia.org/wiki/Marketing_plan

A Sample Marketing Plan Outline

• Executive Summary

• Current Market Situation

– Market Description

– Product Review

– Competitive Review

– Channels and Logistics

Review

• SWOT Analysis

• Objectives and Issues

• Marketing Strategy

– Positioning

– Product Strategy

– Pricing Strategy

– Distribution Strategy

– Marketing Communications

Strategy

– Marketing Research

– Marketing Organization

• Action Programs

• Budgets

• Controls

Principles of Marketing, 13th ed. Kotler and Armstrong

Basic Marketing Needs

• Acquisition and Retention

• Why do people do business with you?

• How do you keep the customers you have and

grow sales with them?

• How do new people find you?

• What do people say about you?

• Where do you plan on going?

• What do you do to influence all of the above?

48

Marketing Multi-Channel Marketing Strategy

• Who are you trying to reach?

• What channel(s) will you use to get to them?

• How can they find you?

• What will you say (listen for)?

• How often will you say it?

• Will you ask to do something?

• Why should they do it?

• How will you know if

they did or not?

Marketing Remarkable Relevant Content

• You could describe your product/service

• You can teach people how to use your product/service

• You can inform customers about news and relevant

information to their needs beyond your product/service

• You can tell stories how others use your product/service

• You can let your customers tell the stories and describe

what’s most meaningful to them

• You can help your customers help other customers use

your products/services

• You could just listen…what are they saying about you, your

company, your products/services, your competitors, your

industry and more

• You could also do nothing at all

51

Ed Mayer is Dead

• 1907-1975, was an international authority on

direct mail and direct marketing

• But his principle still lives on…

– 40/40/20 Rule of Successful Direct Mail Marketing

– 40% Data (Audience)

– 40% Offer (Hook)

– 20% Creative (Everything else)

52

What Would be the Rule Today

• Data

• Offer

• Design

• Channel(s)

• Timeliness (schedule)

• It’s not about the percentages…until you define

what you are measuring

5 Marketing Success Keywords

NEVER TO FORGET

1. Plan

2. Content

3. Channel

4. Hook

5. Passion

53

How could you market your business?

• As part of you plan you could try it all…and turn it

all into a series of case studies you share with

your customers and prospects

• You can turn your efforts into services you offer

…or services and products you choose not to

• Traditional marketing and modern marketing are

all about the mix

• Or…it’s all about how an individual wants to be

communicated at a particular moment

54

55

Message

Print

Sender

Message

PURL

Receiver

Constant

Feedback

Instantaneous

Feedback

Message

E-Mail Message

E-News

Message

Blog Message

Phone

Message

SMS Text

Message Inst. Messg.

Constant

FeedbackMessage

TV

Message

Radio

© 2010 Bizucate Inc.

Message

E-Stmnt

Message

Soc. Ntwrk

Message

Website

Feedback

Message

Mobile App

E

Message

Search

Instantaneous

Message

Viral Video

Message

Podcast

Message

Widget

What do you see?

• Half Full

• Half Empty

• Challenge

• Opportunity

56

Erosion Control

• Practice of preventing or controlling wind or

water erosion in agriculture, land development

and construction. Effective erosion controls are

important techniques in preventing water

pollution and soil loss -WP

• Mitigation measures used to reduce (or

decelerate) erosion, which is a natural or

geologic process whereby soil materials are

detached and transported from one location

and deposited elsewhere, primarily due to

rainfall, runoff and wind –CCRoadwise.org

Absorbing an Industry

• What do you do?

• What do you read?

• What are your interests?

• What are your worries?

• What have early adopters

learned?

• What have/haven’t you

taken time to figure?

• Where are you doing

business?

• What trade orgs do you join?

• Where do you advertise?

• Where do you do

development/manufacturing?

• Who are your customers?

• How do you communicate with

your customers?

• What are your trends?

• How can I capitalize on trends?

• What other industries do I find

out about along the way?

More and More

• crop rotation

• conservation tillage

• contour bunding*

• contour plowing

• cover crops

• ditch liners^

• fiber rolls

• gabions*

• hydroseeding

• level spreaders

• mulching

• perennial crops

• polyacrylamide*

• reforestation

• riparian strip*

• riprap

• strip farming

• sand fence

• vegetated waterway

• terracing

• wattle (construction)^

• windbreaks

Classification Process of Information

• Regulations

• Environment/Situation

• Technology

• Techniques

• Who’s Who

– Regulators, Contractors (Private and Public),

Manufacturers, Distributors, Consultants, Associations

61

What if I knew…

1. Who you were?

2. What you did?

3. Who you did it for?

4. How you did it?

5. Why you do it?

6. Where you’re going?

7. Where I can and can’t fit?

62

And then thought more about

how I could…

1. Save/make you money

2. Make you/your organization look good

3. Make your life easier/organization

more efficient

4. Save you/your organization

5. Challenge you

6. Because it’s the right thing to do

63

And then I called you

with a few ideas

• Would you care?

• Would you want to hear them?

• Why would you want to hear about them?

• What else would you want to hear about?

• Would I look different than most people

who call on you?

64

What if I made a similar effort …with your customers?

• Or constituents, or students, or donors, or

attendees, or contractors, or defendants

or… you get the point

• Would you care now?

• How might I be perceived differently from

your competitors?

• How might I be perceived differently than you?

How/Who to Sell

to the Erosion Control Industry

• Manufacturers, Distributors, Contractors,

Environmental Engineers, End Customers

• Private, Commercial, Local, State

and Federal and (Global)

• Help the manufacturers sell

• Help the distributors sell

• Help the contractors sell

• Help engineers sell

65

Marketing Service Steps

1. Initial research

2. Share initial ideas to secure meeting

3. In meeting discuss key value props

4. Create brief

5. Sell brief

6. Develop and deliver on the proposed work

7. Measure effectiveness

8. Review results

9. Discuss how to do it better next time

66

How to Write a Brief

1. Write a summary of the project including any background information. Include

all areas and all players who will be involved in the project. Know the prices of

each part of the project and the total cost.

2. Outline the expectations of each party involved. Know the individual jobs of each

player and include these job expectations in your creative marketing brief. You

want everyone to be clear about the job at hand.

3. Include the dates of each part of the project. Know who is completing what and

when it should be completed. Have a date for the final project.

4. State your goals and objectives so that everyone knows the purpose of your

project. You have a better chance of succeeding if everyone is clear on this point.

5. Know your target group. The more you know about the target, the more

successful your project will be. Once you know the target group, you can tailor

the project to that group.

6. Write your brief in project format with clear headings and sections for each part

of the project. Include plenty of white space between sections so readers can

scan for information.

67 http://www.ehow.com/how_2156407_write-creative-marketing-brief.html

763 Approach to Business Development

7 Know Me Concepts

1. Know who I am

2. Know what I do

3. Know who I do it for

4. Know how I do it

5. Know why I do it

6. Know where I’m going

7. Know where you can and can’t fit

6 Reasons Why People Buy

1. Save me/Make Me Money

2. Make Me/My Organization Look Good

3. Make My Life Easier

4. Save Me/My Organization

5. Challenge Me

6. Because It’s the Right Thing to Do

3 Good Ideas: After doing research and developing value propositions then bring

you those ideas to help you grow you and your organization.

© 2010 Bizucate Inc.

69

www.inc.com/5000

Local Inc. 500

70

71

72

73

Some Marketing Services

• Strategy planning

• Business Plan

review/develop

• Marketing Plan

review/develop

• Goal development and

metrics

• Data analysis

• Application design

• Campaign

development

• Campaign execution

• Design services (Multi-

channel)

• SEO and SEM

• Do it for yourself first!

74

75

ROI of Marketing Campaigns

www.machinteractive.com

7 Social Media Truths

1. There is no “one way”

2. Social media is a method

3. It isn’t always about you

4. Let them choose

5. Engage, don’t lecture

6. Cost isn’t always about money

7. Plan, content, channel, hook and passion

76

8 Risks of Social Media

1. Something gets posted

you don’t want others to

see

2. You create a social

presence but no one is

participating

3. You’re trying to be social

but the topic gets

sidetracked or hijacked

4. Some people don’t

tolerate change

5. Social media channels

and content can open up

breaches of security

6. Social media strategies

that don’t include the

whole organization

7. Too much power wielded

by an individual

8. Not having the ability to

localize your message to

a particular audience

77

78

Multi-Channel Planning Guide

1. Campaign Goals

2. Channel(s) Specifications

3. Response Capture Specification

4. Channel Needs

5. Internal/External Partner Provider

6. Response Capture

7. Specified Action Completion

8. ROI Calculation

9. Campaign Post Mortem

What’s Your Interest In…

• Answering the hard questions

• Asking other people to answer them and helping

to develop a solution based on the opportunity

79

Hard Questions

• Have you ever answered

the hard questions?

• Essential questions to ask before

you say “I Do.”

80

81

Q1: Sell Most Product/Service

• What product/service do you sell the most of?

• Why is it the most popular thing you sell?

• What is the most popular way you sell that kind of

work?

82

Q2: Most Profitable Product/Service

• What is the most profitable product/service you

perform/deliver to your customers?

• What makes it the most profitable thing you sell?

• What is the most popular way you sell that kind of

work?

83

Q3: Future Value of the Business

• What are you doing now to build the future

value/profitability of your business?

• Do you have a plan to get there?

• What are the main objectives?

• If you don’t have a plan, why/why not?

What Charley Corr Asked

• What is your consolidation play?

• How do you expand geographically?

• How do you reduce costs?

• How do you expand product and services?

• What growth opportunities do you pursue?

• What is your web strategy?

• What are your technological investments?

84

What Bill Gibson Asked

• What business do you want to be in?

• Who’s going to take it over from you?

• What will you sell?

• What will you do?

• What are you interested in?

• What responsibilities do you have?

85

What Nick Fiorenza Asked

• What do you need to know about healthcare?

• What do you have to do to take care of yourself,

your employees and your company?

• What could your customers need to know about

healthcare?

• How can use changes in healthcare as a potential

selling tool?

• How should you be preparing for changes in

healthcare and how can you help your customers?

• What are the hidden costs of healthcare reform?

86

What John Foley Asked

• What’s a QR code and should you care about them?

• What does social media mean to you?

• What does social media mean to your customers?

• Do your customers want to save cost, get found, make

money and stay in business? How can you help them do

that using social media?

• How can online marketing help/hinder your business?

• How important is knowing your audience when working on

your social media strategy? Why?

• Can you measure social media? How?

• What are the 4 Fundamentals of all 5 Social Media Sites?

87

What Elizabeth Gooding Asked

• What’s the difference between retention marketing and

acquisition marketing?

• How do regulations affect your business? Your customer’s

business? Where’s the opportunity?

• How can you “help” your clients?

• You don’t just “offer” promotional transactional

print…what else do you need to do to be successful?

• How could you compete with yourself? Is that a good

thing?

• What are some of the gaps in the value chain you can fill?

88

89

Get Out…

• How much time do you spend outside your

company?

• How much time do you spend in your customers

business?

• How many countries did you bill?

• How many countries did your customer bill?

90

Where Could You Look for More Profits? Where Could You Help Your Customer Do the Same?

5 Frames of Future Profitability

1. Strategy

2. Product/Service Mix

3. How You Market

4. How You Sell

5. How You Produce

91

Your Opportunity

• Help your clients develop their message and

produce it in the medium(s) that best meets the

needs of their audience within a budget and time

frame that is acceptable to all parties and has a

value that sets your actions apart from everyone

else.

Think Like a Marketer

2. Law of Category

– If you can’t be first, set up a new category

4. Law of Perception

– It’s not a battle of products it’s perceptions

16. Law of Singularity

– Only one move will produce substantial results

18. Law of Success

– Success often leads to arrogance and arrogance to failure

21. Law of Acceleration

– Successful programs are built on trends not fads

22. Law of Resources

– Without adequate funding an idea won’t get off the ground

92 From: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Apply Technology Like an Adventurer

• Take advantage of what you have

• Plan investments based on where you want to go

• Envision what it would look like if you were there

• List what it will take to get there

• Decide if you’re going to

• Remember that technology is available to

everyone

• Use technology to get you where you want to go

• Technology can get you close you will finish

• Get going doing something and have fun!

93

94

Pricing for Multi-Channel

Marketing Services

• Pricing in this arena is like the Wild

West…uncharted, unpredictable but more

potential for high rewards and a lot less

competition for those who make the effort!

95

Other Very Helpful Resources

• Small Business Administration

– sba.gov

• American Marketing Association

– marketingpower.com

• Direct Marketing Association

– the-dma.org

• Google Search

– Startup

– “How to write” + “business plan”

– “How to write” + “marketing plan”

Review Your Profitable Possibilities

96

Consider Bunko Choices

1. There is no plan

– Economy changes too fast for

your career to have a plan

2. Think strengths, not weaknesses

– Find your advantages

3. It’s not about you

– Serving others serves you best

4. Persistence trumps talent

– Keep showing up

5. Make excellent mistakes

– Take risks, but fail forward

6. Leave an imprint

– Do something that matters

97

98

Where We Went

• Started at the end

• Told you a little about me

• Looked at some pictures

• Defined marketing

• Discussed marketing yourself

• Discussed marketing as a service

• Captured strategic and tactical steps you can take

• Provided 5 Frames for Future Profitability

Areas of Opportunity …to Market Ourselves

1.

2.

3.

99

Areas of Opportunity …to Develop New Services/Products

1.

2.

3.

100

Areas of Opportunity …to Sell at Profitable Levels

1.

2.

3.

101

102

Thank You