“How To Develop a ROLLING Marketing Plan” BUSINESS … · • Cal Poly 5 Year ... LinkedIn. Leads, Networking, Progress Photos, Brochures, Open House, Board ... for the sale to

CREATING PROFITABLE GROWTH

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“How To Develop a ROLLING Marketing

Plan”The purpose of this PRESENTATION is to

Develop a Marketing Mindset.

Ron McKenzie

FEBRUARY 25th WEBINAR


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G• Cal Poly 5 Year Degree in Architecture - Licensed Architect in California for 34 years

• ABC Approved Peer Group Facilitator & Speaker

• Facilitator of PDCA Peer Groups

• Authored - Over 100 business/strategy plans

• Co-publisher of the BD4AEC.ORG Business Development Ezine

Ron McKenzie


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G• Speaker at over 75 seminars throughout the U.S.• Business Plan seminars in Hong Kong & Paris• Author

– 7 PDCA Management Books– 200 published articles / business planning– McGraw-Hill: Successful Business Plans for Architects– The King and The Moat Contractor column– Overcoming Procrastination: A 42 Year Report– Who Moved The Sun: A Twin Remembers– Self-Publishing vs. Traditional: Pixel or Paper– Detective mystery fiction, contemporary fiction

Ron McKenzie


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Webinar Rules:

1. Concentrate on Listening

2. Record Ideas

3. Make a Growth Commitment


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There is a lot of overlap in the areas of Strategic, Business and Marketing.

Strategic, Business and Marketing PlansStrategic, Business and Marketing Plans


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The Challenge is to make sense out of marketing so it

can be managed.Marketing Plan, Marketing, Company Growth, Blogs, Associations,

Marketing Overview, Business Development, Social Media,Proposals, Take Away, Direct Mail, Press Releases, Databases, Strategic

Plan, Marketing Plan, Brochures, Premiums, Speeches, Construction Signage, Referrals, Direct Mail, Outside Organizations, Presentation

Formats, Social Media, Computer Presentations, Cold Calls, Proposals, Speaking, Meetings, Writing Activities, Networking Events, Trade

Shows, Articles, Web Site, Research, Presentations, Testimonial Letters,Incentives, Reference Sheets, Advertising, Project Lists, P/R, Corporate,Identity Programs, Entertaining, Image Surveys, Database Management, Competitive Information, Internet, Business Cards, Stationary, Ground

Breakings, Ribbon Cuttings, Building Tours, On Site Inspections, LinkedIn. Leads, Networking, Progress Photos, Brochures, Open House,

Board Meetings


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Ask Yourself This Question:

If everyone claims to be on time and on budget, when the prospect asks why they

should award the project to your company, what’s your answer?


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GThe Answer Is:What is your company’s strategic

advantage?


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GDo You Market Your Strategic Advantage?


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G1. What is Marketing2. Marketing Plan3. Growth4. Marketing Overview5. Business Development6. Social Media7. Proposals8. Take Away

7 Topics of Discussion


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GConsider this situation. You are in charge of marketing for a construction company or an architect, and your company is building a project in an industrial park. The city and the park have strict signage rules that say you cannot have any signs on the site. Your goal of course is to let people know that your company has designed the project, or are building it.

How do you get a sign on that site?

What is Marketing?


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GThat’s what marketing is all about. It’s about getting your message out and solving problems.

I have had that same problem several time working in the Chicago area for both architects and design-builders.

At the end of the seminar I will tell you how I did it, and it will illustrate what marketing is all about.

What is Marketing?


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GEveryone! Everyone in the company has a duty to marketing. Marketing is everything you do to promote your business.

Everything! From how the phone is answered, to what your construction site looks like, to what message you communicate on company trucks.

Who is Responsible for Marketing?


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Marketing is important because it’s how you communicate your strategic advantage to your prospects.

Marketing creates a climate of acceptance; it doesn’t sell anything, it creates situations where contractors become attractive to specific groups, and, as a result, form business relationships.

Another Way to Think of Marketing:


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Remember:In order to grow your business, you must go outside of your network.

Marketing keeps your message in front of your existing network so they don’t forget you, and gets you in front of new prospects.

These prospects are the ones that can grow your business.


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To organize one’s business.

To develop financial strategies and growth plans.

To use as a scorecard for evaluating progress against the plan.

Why Marketing and Business Planning?


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What is a Rolling Marketing Plan?

• A Rolling Marketing Plan is part of your business plan

• It divides your marketing activities into separate categories that are implemented through out the year based upon your plan.

• The PLAN has Goals and Objectives just like the business plan


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Executive Summary

Market PositioningSWOT / Issues

StrategicPlan

BusinessPlan

MarketingPlan

Strategic Path

5 to 10 Year Vision

Conclusion

Strategic

Figure 1 – Strategic, Business and Marketing Planning Model

PathSupports Business

Objectives

Supports Strategic

Plan


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Executive Summary


StrategicPlan

BusinessPlan

MarketingPlan

Strategic PathConclusion

Strategic


Path


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GStrategic planning provides direction for growth.

Business planning is what you are going to do THIS YEAR based upon the strategic direction.

Marketing planning creates the environment for the sale to occur based upon the business plan which is a reflection of strategy.

Planning


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Challenges...

• Grow the company• Limited marketing budget• Limited personnel to do marketing• A behind the curve timetable• Lots of great marketing ideas• A history of successes and failures• “Everyone’s a marketing genius” syndrome• Implementation roadblocks


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Executive Summary


StrategicPlan

BusinessPlan

MarketingPlan

Strategic Path

5 to 10 Year Vision

Conclusion

Strategic



Objectives

Supports Strategic

Plan


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BusinessPlan

StrategicPlan

MarketingPlan

A Plan Must Answer These Three Questions:

BusinessPlan

StrategicPlan

MarketingPlan

OR

Three Separate Plans?


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GA Plan Must Answer These Three Questions:

• Who Are We?

• Where Do We Want to Go?

• How Do We Get There?


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I Executive SummaryII Positioning

A. Company SummaryB. Strategic StatementC. Corporate VisionD. Mission StatementE. ServicesF. Management Team

III Market CharacteristicsA. Market AnalysisB. CompetitionC. Trends

IV Opportunities and Issue AnalysisA. SWOTB. Issue AnalysisC. Risk Analysis

V Goals and ObjectivesA. Financial Goals and Objective B. Human Resource ObjectivesC. Marketing Goals and ObjectivesD. Operation Goals & ObjectivesE. Technology Goals and ObjectivesF. Administration Goals and Objectives

VI Marketing and Business Development Tactics A. Marketing StrategyB. Marketing Tactics

VII Financial StrategiesA. HistoryB. Proforma ProjectionsC. Budgets

VIII ConclusionAppendix

Who Are We?

Where Do We Want to Go?

How Do We Get There?

Strategic Issues

Business Issues

Marketing Issues


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V Goals and ObjectivesA. Financial Goals and Objective B. Human Resource ObjectivesC. Marketing Goals and ObjectivesD. Operation Goals & ObjectivesE. Technology Goals and ObjectivesF. Administration Goals and Objectives

VI Marketing and Business Development TacticsA. Marketing StrategyB. Marketing Tactics

VII Financial StrategiesC. Budgets


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G1.1. What is MarketingWhat is Marketing2.2. Marketing PlanMarketing Plan3.3. GrowthGrowth4.4. Marketing OverviewMarketing Overview5.5. Business DevelopmentBusiness Development6.6. Social MediaSocial Media7.7. ProposalsProposals8.8. Take AwayTake Away



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Executive Summary


StrategicPlan

BusinessPlan

MarketingPlan

Strategic Path

5 to 10 Year Vision

Conclusion

Strategic



Objectives

Supports Strategic

Plan


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Planned growth is better then unplanned growth.

• Growth should be as a result of a...

Strategy!1.


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Strategy is different with every firm because of people.

• Two firms will never be the same because of the skill sets of people.

• If you want to grow, human resources becomes an important issue.

2.


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Strategy must fit the current economic environment.

• Be prepared to change if you must.

• The economy is best viewed like a steeplechase.

3.


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Implementation via the business planning process is the key.

• Monthly checks and balances must become part of your office practice.

4.


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Profitability is the ultimate measure.

• Unless you are in for the long haul by buying market share, growth should be profitable.

5.


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Strategy Drives Business Planning


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Strategy Drives Marketing


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GStrategy Determines The

Services You Market


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G1. What is Marketing2. Marketing Plan3. Growth4. Marketing Overview5. Business Development6. Social Media7. Take Away8. Proposals



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Executive Summary


StrategicPlan

BusinessPlan

MarketingPlan

Strategic Path

5 to 10 Year Vision

Conclusion

Strategic



Objectives

Supports Strategic

Plan


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YOUR PROSPECTS

YOUR MARKETING


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PROPOSALS

CPA’s

BUSINESS Development Relationships

YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients

LinkedIn, Facebook, Tweets, Blogs

YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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GStrategy Drives

Marketing


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Rolling Marketing Plan

CONTRACTSGMARKETING

MARKETING

RFP'S / BIDS

CONTRACTS

PROJECTS

Direct Mail/PostcardsInfrastructure Development

Leads

Internet Site

Articles/Blogs

Proposal

Competitive Analysis

Ground Breaking

Ribbon Cutting

Progress Photo's

Fact Sheets/Reprints

Testimonials

Building Tours

Press Release/Internet

Site Mobilization

LEVERAGED MARKETING

Photos/Web SiteNetworking/Associations

Telemarketing

Preliminary Bidding

Budget PricingConstruction Signage

Pricing Strategy

Short List / Interviews

One-Year Follow-Up

Social Media

Social Media

Social Media


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Brochures PremiumsConstruction Signage ReferralsDirect Mail Outside OrganizationsPresentation Formats Social MediaComputer Presentations Cold CallsProposals Speaking and Writing ActivitiesNetworking Events Trade ShowsArticles / Blogs ResearchTestimonial Letters IncentivesReference Sheets AdvertisingProject Lists P/RCorporate Identity Programs EntertainingImage Surveys Database managementCompetitive Information Internet Web SiteBusiness Cards, Stationary Marketing Communication Material

Marketing Tools


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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Influencers (Allies) are people who can influence someone using your services. They represent the largest portion of your database.

Do you market to Your Influencers?


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50

Clients

Bankers

Consultants

Accountants

Architects

Lawyers

Sub-contractors & Vendors

Media and Press

PROSPECTS

YOUR COMPANY

Relationship Building


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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A Prospect is someone with a problem you can solve. They might be a client.

Clients are existing relationships where you have solved their problem and can bring you more work, and/or influence someone using your services.

Do you market to Prospects and Clients?


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53

The people that you know in construction are often the same

people that your prospect knows, and these people can often influence a buying decision.

PROSPECTS

INFLUENCERS

Relationship Building

ALLIES

CLIENTSYour

Company Where

Everyone Markets


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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What is the Difference Between

Business Development and

Marketing?


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Marketing


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Marketing


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Business Development


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Marketing CREATES the environment for the sale to occur.


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Business Development goes out and gets the sale.


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Business Development is a “The Balancing Act”


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BUSINESS TO BUSINESS

CLIENTS &PROSPECTS

INDUSTRYAT LARGE

COMMUNITY & REGION

Business Development“The Balancing Act”


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GThe BIG Question?

How can you find out about an opportunity before your competitor does?



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GThe answer is the business development process where relationships are developed along with a network of contacts and opportunities.



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The difference between BD and Marketing is that marketing deals with activities such as database development, press releases, advertising, and collateral materials; whereas, BD deals with relationships and sales opportunities.

What is the difference between BD and Marketing?


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Business Development Critical Issues

Knowledge

Information Gathering

Forecasting

Networks

Circle of Influence

Time Investment

Consistency

Critical Issues

Strategy Development

Brand Development

HR Development

Communication

Relationships

Company Wide


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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How Marketing Has Changed


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“THE EVENT” Ties It all Together


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PROPOSALS

CPA’s


YOUR PROSPECTS

PRWhite Papers

ShowsArticles

Subs

CM’s

Attorneys

Engineers

Principals

Bus Dev

Office Visits

Shows

ExistingClients


YOUR MARKETING

Federal Industrial

Comm.

INFLUENCERS

(Allies)

WIN

LOSE


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The Pre-Qualification Process--Green Light Means Go!

The Plan of Attack- Discovering the Key

Issues/Concerns/Goals

The Project Summary Brochure

Proposal Serves As an Outline for Your Presentation

Proposal Principles


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Prequalification Process

• Perform “Due Diligence”• Marketing Intelligence• Reconnaissance• Understand Your Position and Your Probability

of Success


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Organize and Assemble the Right Team—a Champion

Delegate the RFP Sections or the Proposal Parts

Set Realistic Deadlines, Keep Communication Free Flowing, Adjust As Necessary

Get Quality Phone and Face Time With All Players, Especially the Owner

Champion Needs to Motivate, Be Enthused and Competitive in Strategic Approach

Green Light Means GO!


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The Hot Five--Flush Out and Really Understand Owner’s Perspective/philosophy

Outmaneuver the Competition by Listening and Acting Upon What You Hear

Why You? Sell Your Price Throughout Proposal

Outline for Project Brochure

Ask for the ORDER

Discovering the KEY Concerns/Goals


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Focus on Owner, Not YOU

Focus on Their Key Issues

Focus on Their Project Specifics

Focus on Selling Value

Focus on more than On-Time and On-Budget

Focus on Practice, Role-play, Q&A, Comfortable, Engaging Delivery

Proposal Outline for Your Presentation


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What is Your Take Away?


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G• Use planning methodology as a tool to manage your future.

• The business plan is a management tools, not a report sitting on a shelf.

• There is a difference between strategic planning, business planning and marketing planning, but they do all work together.

Summary


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G• Market your company to your allies, prospects and clients.

• Address strategy & develop tactics

• Assign goals and objectives to your executive team and track the progress

• Keep an eye of the competition

• Watch the economy

Tips


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Here is the answer to the question as to how to get a sign on the CONSTRUCTION SITE

when the authorities say no.

What is Marketing?


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GGo to your insurance carrier and explain there is a safety issue with trucks moving in and out and you need construction signage as a safety precaution.

They write a letter an you take it to the authority in charge, and you will get the sign.

What is Marketing?


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Develop your own marketing plan.

Start to develop all the components. Even if it’s four to seven pages, it’s better then not having a plan

Add on to each year. Tell others you develop a plan and refer to it in meetings.

What do you do if your company does not Plan?


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G“It is not the strongest of the species that survives, nor the most intelligent; it is the one

that is most adaptive to change.”


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G1. Plan your planning. November 15 to December 15 every year. (Fiscal year)

2. Plan must have a budget.3. Cash flow is King. When the cash problem is solved, everything

falls into place.4. Target a niche market. Become the expert.5. Plan must match resources.6. Get your company name in front of your target market a minimum of

once each month.7. Use testimonials.8. Focus your marketing on solving problems.9. Learn the value of the compounding dollar, and manage your cash

resources.10. Hire a really nice consultant with a sense of humor.

McKenzie’s Marketing Rules


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Planning Logic

Questions?

Documents

“How To Develop a ROLLING Marketing Plan” BUSINESS … · • Cal Poly 5 Year ... LinkedIn. Leads, Networking, Progress Photos, Brochures, Open House, Board ... for the sale to