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Purposeful marketing 2011
- 1. Purposeful Marketing 2011 E-Women’s Network November 3, 2010
- 2. Purposeful Marketing Susan Collins Collins Consulting Group Strategic Planning & Marketing Communications 215-313-5759 scollins@scollinsconsult.com Visit our website at: www.scollinsconsult.com
- 3. Purposeful Marketing Are we where we want to be? Are we making enough money? Is our business running efficiently? Are we seeing enough customers? Are we spending too much money and not getting the right results?
- 4. Purposeful Marketing 4-Steps to Success! Define Your Goals Customer/Product/Geography/Financial/People Prepare Your Strategy Research/Message/Tactics Implement Your Plan Hire Experts/Be Consistent Transform Your Business Celebrate
- 5. Purposeful Marketing What is “Purposeful” Marketing? Intent Determined Resolute Resolved Decisive Single-minded Firm Hell-bent Faltering Undetermined Irresolute Unresolved Indecisive Vacillating Hesitant Weak-kneed Webster’s: Meaningful….. Intentional
- 6. Purposeful Goals What are they and how do I get some!
- 7. Purposeful Marketing “A goal without a plan is just a wish” ~ Larry Elder, Author “A plan without a goal is expensive!” ~ Susan Collins, Marketer
- 8. Purposeful Marketing Define your market Who are you? Who do you want to be? What image do you want to project? Where do you fit in? How do you want your customers to perceive you?
- 9. Purposeful Marketing Define your financial goals What are your financial goals? Revenues Volume Average price/sale How much can you spend on marketing?
- 10. Purposeful Marketing Define your financial goals Defining your financial goals will help you define other goals as well: Sales Revenues: $11,520,000 Avg. sale of home: $ 320,000 Required # sales: 36 Assuming a conversion rate of 8%... # prospects you need to talk to 450* *(36 divided by .08)
- 11. Purposeful Marketing Define goals for your people Performance goals Customer service goals Career goals – training/education Life balance
- 12. Purposeful Marketing Define goals for you And if you don’t have any ‘people’, you have yourself… what are your goals for YOU! More time with family? Make enough money to cover some bills? Build a business you can eventually sell or take pubic? Pursuing something you are really passionate about?
- 13. Purposeful Marketing The Good News is… You already know the answers to these questions!
- 16. Purposeful Marketing Purposeful Strategy Research Know your market Know your competitors The Right Message What is your Brand? What message will hit home with your target customer? The Right Marketing Tools/Tactics With so many choices, how do you decide where to put your message and your money
- 17. Purposeful Marketing Who is your customer? Are you clear about exactly who your customers/clients are? Age, Income, Male/Female, Single, Parents? Business? B2B, B2C? Local? Regional? Global? What’s important to your customer? Values? Must Have? Nice to Have? How will they choose between you and your competition? Price? Quality? Convenience? Features? How do they shop for your product/service Phone a friend?
- 18. Purposeful Marketing What is your product/service? Understand what you are selling Features vs. Benefits Know your expertise Be careful not to sell more than you can deliver Protect your reputation I consult on strategic marketing planning and communications.
- 19. Purposeful Marketing Who are your competitors? All the things you know about yourself you must also know about your competitors Target customer, product, place in the market, pricing strategy How do competitors market themselves? How do competitors view YOU?
- 20. Purposeful Marketing Choose the right strategic tools Print Advertising Newspapers/Magazines E-Marketing Website SEO Social Networking Blog Advertising Direct Mail Public Relations Events/Trade Shows Networking Sales Promotions Branding Brochures, flyers, etc. Customer Relations Loyalty Programs Prospect Communications E-mail marketing Marketing ideas are endless but not free
- 21. Purposeful Marketing Purposeful Strategy Does everything tie together? Advertising/communications Internal and external processes Employees The right investment How much money do you have to spend and where do you spend it? Effective measurements Commitment to the Plan
- 23. Purposeful Marketing Implement your plan Use Experts Assemble the right team to execute your plan Communicate your plan to your people Involve as many people in your organization as possible Set up follow-up systems and use them Be consistent - do the same thing over and over Evaluate the effectiveness of the plan
- 24. You have Purposefully Transformed Your Business!
- 25. Purposeful Marketing Are You Purposeful? Intent Determined Resolute Resolved Decisive Single-minded Bound Firm Hell-bent Faltering Undetermined Irresolute Unresolved Indecisive Vacillating Wavering Hesitant Weak-kneed
- 26. Purposeful Marketing Purposeful Marketing Define Your Goals Customer/Product/Geography/Financial/People Prepare Your Strategy Research/Message/Tactics Implement Your Plan Hire Experts/Be Consistent Transform Your Business Celebrate Thank You!