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Marketing Strategy - Logical Steps

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How to find your target audience, win and keep customers, outperform the competition, create a strong brand, generate recommendations and increase sales: Proven tips for professionals. Discover more: https://www.umbachpartner.com/en

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Marketing Strategy - Logical Steps

  1. 1. © Günter Umbach www.umbachpartner.com 1 The Logical Steps Succeeding with Know-how: Making Marketing Work For You Marketing-Strategy-Ubud-Gunter-Umbach Marketing Strategy
  2. 2. © Günter Umbach www.umbachpartner.com 2 Opportunities
  3. 3. © Günter Umbach www.umbachpartner.com 3 Your Input
  4. 4. © Günter Umbach www.umbachpartner.com 4 Story
  5. 5. © Günter Umbach www.umbachpartner.com 5 Positive attitude High commitment Results orientation Success Factors
  6. 6. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6 Prescription for Success It's not important how much you know, but how much you actually implement Knowing Going …
  7. 7. © Günter Umbach www.umbachpartner.com 7 Transparent process with a series of logical steps Facilitating a consistent approach Blueprint
  8. 8. © Günter Umbach www.umbachpartner.com 8 Adapt and fine-tune
  9. 9. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9 Success in the Market Win and keep customers
  10. 10. © Günter Umbach www.umbachpartner.com 10 Business Outcome ● Market share ● Revenue ("Sales") ● Cash flow ("Profit)"
  11. 11. © Günter Umbach www.umbachpartner.com 11 Money follows, it does not lead
  12. 12. © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12 Identify market and target group Analysis Stakeholder Mapping
  13. 13. © Günter Umbach www.umbachpartner.com 13 Targeting Common mistake: Focusing on the wrong target group and chasing poor prospects
  14. 14. © Günter Umbach www.umbachpartner.com 14 Target Group “Our offer can save $ 800 000 in your employee benefits package (which is part of your employee total compensation package)” Human resource people: Ø Chief Financial Officer: “Let’s talk” Based on as true story told by Jill Konrath
  15. 15. © Günter Umbach www.umbachpartner.com 15 Burning Problems or "Paint Points" Think Unmet Needs Discover the customer's real reasons
  16. 16. © Günter Umbach www.umbachpartner.com 16 There must be a good fit between what your customer wants (or needs) and the stuff you offer
  17. 17. © Günter Umbach www.umbachpartner.com 17 No perceived problem You cannot offer a solution
  18. 18. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18 Concise Short and to the point Easily understandable Endorsed by reliable sources Repeated in a uniform way Clear Credible Consistent Something your Customers Care about ... ? A powerful key message
  19. 19. © Günter Umbach www.umbachpartner.com 19 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action • A Powerful Message
  20. 20. © Günter Umbach www.umbachpartner.com 20 ether gold Attention More volatile than More precious than
  21. 21. © Günter Umbach www.umbachpartner.com 21 Make the viewer curious and interested First Step
  22. 22. © Günter Umbach www.umbachpartner.com 22 Visibility is the name of the game
  23. 23. © Günter Umbach www.umbachpartner.com 23 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  24. 24. © Günter Umbach www.umbachpartner.com 24 Message Nice attributes Solution Impact 1 4 Problem
  25. 25. © Günter Umbach www.umbachpartner.com 25 What's-In-It-For-Me? The Value You Provide
  26. 26. © Günter Umbach www.umbachpartner.com 26 A Powerful Message Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  27. 27. © Günter Umbach www.umbachpartner.com 27 Unique Selling Proposition (USP) Competitive Advantage Deliver unique value - Expertise - Speed - …
  28. 28. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com "Becoming a Category of One" Joe Calloway
  29. 29. © Günter Umbach www.umbachpartner.com 29 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action •
  30. 30. © Günter Umbach www.umbachpartner.com 30 • Pilot study results • Expert quotes • Market numbers • Human interest stories • … Validation
  31. 31. © Günter Umbach www.umbachpartner.com 31 Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action•
  32. 32. © Günter Umbach www.umbachpartner.com 32 Ask for Action CTA = Call to Action What do you want people to do?
  33. 33. © Günter Umbach www.umbachpartner.com 33 Engage
  34. 34. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com You want to make your brand an object of interest
  35. 35. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35 Make Products Come Alive To the rational aspect of the brain you must add the emotional dimension Feelings: Trust, Confidence …
  36. 36. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
  37. 37. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37 Brand vocabulary Core messages Modes of Expression Verbal = Language
  38. 38. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38 • • • • Dictionary The most important words Forge your own identity with the right vocabulary
  39. 39. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39 Zarathustra Speak the truth, but speak it pleasantly
  40. 40. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40 Words with Positive interpretations Optimistic connotations
  41. 41. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41 Staying healthy at 50 plus Fighting disease in old age - + Campaign advocating prevention measures for senior citizens
  42. 42. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42 Summary Conclusions Lessons learned Results Use Attractive Headlines Analysis-    
  43. 43. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43 Even Core Messages Uneven 3__ Number of Bullet Points
  44. 44. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44 Modes of Expression Numerical
  45. 45. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 911Sports car French Perfume N°5 380European Airplane US Airplane 747
  46. 46. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46 Easy legibility Proven layout Compelling images Modes of Expression Visual
  47. 47. Font Size Charts Typography > 30 pt
  48. 48. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Text ............. ............. ............. ............. ............. ............. ............. Layout Text ............. ............. ............. ............. ............. ............. .............
  49. 49. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49 The Testing Cycle Test Adjust Draft
  50. 50. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50 Work on content before you worry about the delivery Content Marketing A channel is only as good as its content
  51. 51. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51 Choose the communication paths that your target audience prefers Start a dialogue with your clients Multi Channel Management
  52. 52. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52 Events Networking Influencers / Word of Mouth Website: Great content, SEO Newsletter / Blog Audio / Podcast Online Videos Social Media: Facebook, Twitter, … … Channels
  53. 53. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53 - HTML-Text on Website - PDF Version - YouTube Video - Audio / Podcast Personal Example ("Blog") Content "Teaser" and Link to website 1500 subscribers of free newsletter
  54. 54. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54 Good Clients receive the following privileges …
  55. 55. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55 Get out and do it The Big Secrets Get advice
  56. 56. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56 Wake Up Morning Make every day count Alert Act
  57. 57. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57 Even you will not know until you spread your wings Rise to New Heights No one can predict to what heights you can soar
  58. 58. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58 Free Tips and Ideas www.umbachpartner.com
  59. 59. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59 Clickthrough Rate The Clickthrough Rate is the percentage of people searching who actually click. If 100 people search, and one person clicks through: 1% Clickthrough Rate www.perrymarshall.com/google/day2.htm Gogle Ads Popular Ethernet Terms 3 Page Guide - Free PDF Download Complex Words - Simple Definitions www.bb-elec.com Popular Ethernet Terms Complex Words - Simple Definitions 3 Page Guide - Free PDF Download www.bb-elec.com 0.1% 3.6%
  60. 60. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60 established well-known modern classic old - +
  61. 61. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61 disappointing informative instructive insightful - +

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