Strategic Marketing 3.0: Doing More with Less

•

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You’ve heard people lament, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing today. It's also true that most companies don't spend too little on marketing. They spend too much for the sales and profits they generate. The difference is profit coming straight out of the owner's pocket. Visions for marketing aren't too large, they're too small. Marketing can generate more sales for your company than you ever thought possible. Getting there doesn't require new concepts or leaps of faith or buckets of money. It requires the right approach. Strategic Marketing 3.0 will help you understand why your customers really buy from you, and use that deep understanding to create a marketing strategy that effectively targets your precious marketing dollars to attract more customers who feel the same way.

Marketing Negócios Tecnologia

Strategic Marketing 3.0
• Doing More with Less

©2013 La Fetra Consulting

1

“Half the money I spend on
marketing is wasted. I just
advertising
don’t know which half.”
John
Wannamaker

©2013 La Fetra Consulting

2

Too much

Too little

©2013 La Fetra Consulting

3

your

©2013 La Fetra Consulting
© 2013 La Fetra Consulting

profits

4

Adding complexity is
Creating focus
is really hard

©2013 La Fetra Consulting

8

Fundamentals every business
leader already knows…

…but very

©2013 La Fetra Consulting

few do well in practice.
9

Deep Customer Insights
Practical
Attractive
Effective
©2013 La Fetra Consulting

10

Good companies can get

better

©2013 La Fetra Consulting

11

Simpler is not

less capable

©2013 La Fetra Consulting

12

Bedrock makes a better foundation
than sand
©2013 La Fetra Consulting
©
(c) 20132013 La Fetra Consulting
Bruce La Fetra

13

“The difference
between ordinary
and extraordinary
is that little extra.”
Jimmy Johnson

©2013 La Fetra Consulting

14

Strategic Marketing 3.0
4 Principles
©2013 La Fetra Consulting

15

The best marketing is

story-telling

©2013 La Fetra Consulting

16

The right target creates

simplicity

©2013 La Fetra Consulting

17

Principal #1
Know the real reasons people buy
from your firm

©2013 La Fetra Consulting

18

Software for Home Health Agencies
Able to increase revenue by capturing
more reimbursements
Most agencies owned and managed by
nurses.
So…. patient care was primary
motivator, but profits.

©2013 La Fetra Consulting

19

A strong and clear message is

a compelling story

©2013 La Fetra Consulting

20

Principal #2
Do whatever it takes to get your

positioning right

©2013 La Fetra Consulting

21

Create leverage

©2013 La Fetra Consulting

23

Principal #3
Use customers to change the game

©2013 La Fetra Consulting

24

Management Consulting Firm
Many happy clients, but few actual
referrals.
Little knowledge of capabilities and
successes beyond own projects.

New positioning made referrals low-risk
and high-reward.
Firm shocked at how willing many clients
were to help.

©2013 La Fetra Consulting

25

extend the benefits
beyond marketing

©2013 La Fetra Consulting

26

Principal #4
Tip marketing on its side

©2013 La Fetra Consulting

27

©2013 La Fetra Consulting

HR

Support

Ops

Sales

Marketing

Marketing

28

Expect More

©2013 La Fetra Consulting

29

1. Higher sales

2. Greater profits
3. Increased focus on future
4. Create a great environment

©2013 La Fetra Consulting

30

1. Higher sales

2. Greater profits
3. Increased focus on future
4. Create a great environment

©2013 La Fetra Consulting

31

1. Higher sales

2. Greater profits
3. Increased focus on the future
4. Create a great environment

©2013 La Fetra Consulting

32

1. Higher sales

2. Greater profits
3. Increased focus on future
4. Create an environment where
great things happen
©2013 La Fetra Consulting

33

Commercial Builder
With everyone on the same page…
• They use younger employees more in
representing the firm.
• On-site personnel know how to spot
strategic opportunities.
• Proposals run faster and smoother.
All new employees attend “marketing
training” to learn firm’s positioning and
values.

“Our marketing does more than I ever
thought it could do.”
©2013 La Fetra Consulting

34

Strategic Marketing 3.0
• Principal #1. Know the real
reasons people buy from your firm
• Principal #2. Do whatever it takes to
get your positioning right
• Principal #3. Use customers to

change the game

• Principal #4. Tip marketing on its

side

©2013 La Fetra Consulting

35

Bruce La Fetra
Email: bruce@lafetraconsulting.com
Website: LaFetraConsulting.com
Blog: LaFetraConsulting.com/LookingUp

©2013 La Fetra Consulting

36

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Strategic Marketing 3.0: Doing More with Less

19. Software for Home Health Agencies Able to increase revenue by capturing more reimbursements Most agencies owned and managed by nurses. So…. patient care was primary motivator, but profits. ©2013 La Fetra Consulting 19

22. Software for Home Health Agencies Able to increase revenue by capturing more reimbursements Most agencies owned and managed by nurses. So…. patient care was primary motivator, not profits. Re-positioned firm as enabling better patient care by boosting agency finances. ©2013 La Fetra Consulting 22

25. Management Consulting Firm Many happy clients, but few actual referrals. Little knowledge of capabilities and successes beyond own projects. New positioning made referrals low-risk and high-reward. Firm shocked at how willing many clients were to help. ©2013 La Fetra Consulting 25

34. Commercial Builder With everyone on the same page… • They use younger employees more in representing the firm. • On-site personnel know how to spot strategic opportunities. • Proposals run faster and smoother. All new employees attend “marketing training” to learn firm’s positioning and values. “Our marketing does more than I ever thought it could do.” ©2013 La Fetra Consulting 34

35. Strategic Marketing 3.0 • Principal #1. Know the real reasons people buy from your firm • Principal #2. Do whatever it takes to get your positioning right • Principal #3. Use customers to change the game • Principal #4. Tip marketing on its side ©2013 La Fetra Consulting 35

Notas do Editor

John Wannamaker famously said, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing. Most companies don't spend too little on marketing. They spend too much for the sales and profits they generate.
The difference is profit coming straight out of the owner's pocket.
Dieters know they're not supposed to eat chips straight from the bag, but the incremental gain from doing the right thing "just this time" isn't enough to change behavior. In a world focused on big concepts, getting the little things right is hard.
Tons of happy clients, but few actual referrals.Clients had little knowledge of capabilities and successes beyond own projects. Refer in similar situations, but few of those.New positioning and campaign highlighting range of clients & projects gave clients the knowledge and tools to actively refer more business. Firm shocked at how willing many clients were to help.
With everyone on the same page…They use younger employees more in representing the firm.On-site personnel know how to spot strategic opportunities.Proposals run faster and smoother. They actually do fewer proposals now, but they win an overwhelming majority of the ones they do. Little wasted effort.All new employees attend “marketing training” to learn firm’s positioning.
CTA

Strategic Marketing 3.0: Doing More with Less

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