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Your business Marketing Strategy

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Where to start to build your marketing strategy. Your vision, mission, values. Who, What, Why

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Your business Marketing Strategy

  1. 1. Your Business Marketing Strategy Presenter Danielle MacInnis www.macinnismarketing.com.au 1 !
  2. 2. What is marketing? “ ...It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” Wiki 2
  3. 3. My background Dan MacInnis Speaker: Consultant: author: Podcast Host: Entrepreneur
  4. 4. Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
  5. 5. Agenda: •  Goals •  Where are you? •  Your business Model •  Value Proposition •  Insight •  Target Market •  Brand Audit
  6. 6. 6 SOBO 2013 - successful companies did these things 60% more likely to reach their targets Success Factors
  7. 7. Customer Centric Marketing
  8. 8. Audit Our goals Where are we now? Rank Where would we like to be? Brand - stand out from the crowd 1. Undifferentiated 2. Better than competition 3. Distinctly different 4. Truly Unique Customer/ Market Focus 1. Reactive 2. Demographic 3. Situational 4. Behavioural Financial 1. Unpredictable 2. Patchy 3. Steadily improving 4, Highly predictable People 1. Struggling to attract and retain right people 2. Patchy - variable record of retaining key people 3. Getting there - success in new hires. Getting right people 4. 100% success in the right people on the bus and happy productive Pricing Strategy 1. Random 2. Considered 3. Market Driven 4. Value based Behaviours and Values 1. No set communicated value or behaviour system 2. Some conditions of acceptable behaviour 3. Values and behaviours communicated 4. Valued and behaviours embraced and rewarded Systems and processes 1. Weak systems 2. Core CRM 3.Aligned 4. Fully Integrated Partners 1.Informal 2.Defined 3. Joint programs 4. Highly Productive Marketing Strategy
  9. 9. Audit Our goals Where are we now? Rank Where would we like to be? Customers 1.Informal 2.Defined 3. Joint programs 4. Highly Productive Marketing 1. Random 2. Planned 3. Aligned 4. Integrated Sales 1. Undefined, patchy 2. Documented 3. Enforced 4. Fully Embraced Services 1. Random 2. Standard 3. Replicable 4. Highly Repeatable Products 1. Random 2. Standard 3. Replicable 4. Highly Repeatable Customer Support 1. Undefined 2. Documented 3. Enforced 4. Fully Adopted Time commitment 1. Undefined 2. Documented 3. Enforced 4. Fully Adopted Exit strategy 1. Not considered 2. Considered 3. Planned Marketing Strategy
  10. 10. Audit Wheel Use a red pen to colour where you are (1-4) and a black pen to put where you would like to be. 1 2 3 4 Brand Customers Financial People Sales Systems and Processes Pricing Strategy Time Frame Commitments Service/Product Portfolio Customer Support Behaviours and Values Marketing Marketing Strategy
  11. 11. Marketing Strategy Your Business Strategy
  12. 12. Marketing Strategy Your Business Strategy
  13. 13. Passion and Purpose •  How do you want your life to feel on a day to day basis? •  What don’t you want? •  How do you want to be remembered? •  If you no longer had to work how would you spend your time? •  What are your greatest strengths? •  What are your greatest weaknesses? Personal Aim: To create a relationship with the world that is about my learning and journey. Company Aim:To build companies that move towards humanising serivces Personal Aim: What is the personal aim of your business? Company Aim: What is the larger company aim? Marketing Strategy
  14. 14. Passion and Purpose Marketing Strategy
  15. 15. Your Vision What do we want to be known for? What space in the customer mind do you want to own? Our Vision (what do we want to be known for) We want the customers to love us and find us irreplaceable by having a customer centric approach. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for  you as business. We achieve this by consistently demonstrating our commitment to our values. Through the Strategic Service Design Process – to create a customer centred mind set so that companies can use empathy to make better business decisions. To be recognised as the leader in creating this movement. “ If you and your team aren’t excited by it, you can’t expect your customer to be.” SIR RICHARD BRANDSON. T2 is cherished by tea devotees all over the world – it’s the tea that thousands of people start and end the day with. Marketing Strategy
  16. 16. Your Mission Mission: (single minded focus of a goal) Mission statement – real they smack you in face – where are you going? How do we intend to win in this business? 2011 Our mission is to have 10 core customers in the professional services by the end of 2011 and to be providing a high end DYI system to over 100 small businesses via TSMS To achieve this mission we will have to be selective about who we choose to work with and will need more people and infrastructure resources. 2015 My mission is to teach small service based businesses in Australia a Customer Centric Marketing approach so they can create a brand that is loved by employees and customers. By 2020 the first Customer Centric Hub will be built for innovating customer centric service design. What do we want to be known for? What space in the customer mind do you want to own? It is a GPS for our business Why what and how in 3 yrs? Marketing Strategy
  17. 17. Values for Susan’s Marketing Strategy
  18. 18. My Values Values Empathy – caring, listening, acting in a way that is authentically in the best interest of customers Insight – Cultivating a culture where insight is golden and assumption is the opposite direction. Innovation and IT – to move us towards humansing service as an enabler not a replacement. Sharing Knowledge - educating and communicating information with with staff and customers to collaborate for better outcomes Creativity and fun - brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas Try to use the pay it forward principles It begins with doing a favour for another without feeling like reciprocity rules apply. Personality Fun, creative, easy going, young at heart, social, caring, supportive, thoughtful, analytical, strategic, big picture thinker, honest, giving, inspiring, dependable, responsible, real, exploratory Brand Strategy Marketing Strategy
  19. 19. Stockdale’s Values Marketing Strategy
  20. 20. Your Values Marketing Strategy
  21. 21. Your culture part of your brand Our culture (who are we our brand personality traits) • we are a small business that is nimble and lean • "we eat our own dog food" and practice what we preach • We are resourceful and thoughtful • We have customer satisfaction at our core. If you aren't happy, we're not happy. We measure customer happiness, we act dissatisfaction quickly and we continually try to improve our opportunity to WOW you. • We believe our customers and employees • We are fun to work with •  Describe your company culture •  How does it feel, look, act? •  How do people relate to each other? •  How do people work together? •  How do you communicate? “ Your employees actions can make or break your brand. Building a strong culture goes beyond employee manuals, it is all about creating powerful experiences for your customers.” Brand Strategy
  22. 22. Target ideal customers, not everyone You want your ideal customer to say: “That’s for me” •  Where do most of us have our focus most of the time? •  Our problems, issues, challenges, predicaments, worries, and pain are where we are focused. NEWSFLASH: It is not about YOU. It is about THEM. Marketing Strategy
  23. 23. Step into your customers shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Marketing Strategy
  24. 24. Your Ideal Customer Not every one with a pulse! Tip: set up online survey, and ask customers about your service, how they found you etc Who works with us? The ideal client for us is a service based company that is ready and motivated to work on their business. They understand that marketing not a short term turn on once off event but an approach to business. Clients are most likely to succeed with us if they work through The Simple Marketing System. They need to focus on the goal of want getting solid long term results which is to attract ideal customers consistently.   Characteristics of our ideal client:  • Motivated and enthusiastic • Willing to make a difference • Have high Integrity • What to learn and grow • Can commit the time to do the pre-work for each workshop Niche 1. Professionalservices CoachesHRConsultantsITMarketing Managers that are too busy (MacInnis Marketing consulting Niche 2 Spa - Day Spa Beauty SalonHair and Beauty Salon - Marketing planning commencing (Beautybizmarketing.com.au) Niche 2. - DYI small Businesses (The Simple Marketing System) http://upcloseandpersona.com Marketing Strategy
  25. 25. Your Ideal Customer Not every one with a pulse! Tip: profile your top customers from your existing database and see what they have in common Who works with us? The ideal client for us   Characteristics of our ideal client:  http://upcloseandpersona.com Marketing Strategy
  26. 26. Marketing Strategy Customer Insight
  27. 27. Your Value Proposition (why people choose us) Marketing Strategy
  28. 28. Your Value Proposition (why people choose us) Operational Excellence Product Leadership Customer Intimacy Opera&onally  excellent   companies  offer  customers   the  best  total  cost  for   products  and  services  at  the   greatest  convenience.     e.g,  MacDonald’s   Companies  defined   by  product  leadership   consistently  offer  innova&ve   products  that  push   performance  boundaries.     e.g  Apple   Customer-­‐in&mate  companies   seek  to  cul&vate   long-­‐term  rela&onships  with   members  of  their   target  audience  through   product  and  service   personalisa&on,  offering   customers  the  best  total   solu&on  for  their  needs.     e.g  Amazon   Marketing Strategy
  29. 29. What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers? Brand Strategy
  30. 30. Your Brand Promise •  What do you promise? •  When it absolutely has to be there over night •  Magical experiences Brand Strategy
  31. 31. Your Value Proposition (why people choose us) •  Why do people want what you sell? •  What problems do you solve for them? •  What are their other options? •  Why are you the best option? •  Think of the outcomes of your product or service Marketing Strategy •  Your point of difference must be true •  It must be important to your client •  It must be supportable
  32. 32. Your value proposition Do you see your company in any of these scenarios? Best Case Neutral Case Worst Case You provide a one-of-a-kind offering that your market needs and wants; you have strong differentiations from your competitors. Your offering is somewhat different from - and better than - those of your competitors, and you communicate that difference (through probably not as consistently as you should). Your market sees little difference between you and your competitors, and your name is not recognized. Because of this, you have to spend precious budget and time educating the market at each touch point. You often end up competing solely on price, though your business isn’t optimized to continue profitably with falling prices. You have to fight long and hard for every sale. It’s very difficult to meet your revenue and profit goals. Some of your market knows your name, but they describe you in different ways; you’re not yet known for that“one thing”, but at least you’re occasionally recognized. You know that you could make a greater impact on your market with stronger positioning. Your market knows your name and associates it with that“one thing” that you’re know for. And you continually deliver on it - perception is reality - so you continue to win mindshare in your market, defending your tuft and influencing your market.
  33. 33. Your business strategy? YOUR BUSINESS VALUE TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
  34. 34. Your business model Marketing Strategy
  35. 35. Who are you? What do you do? Why does it matter? Tip: set up google alert for your company, name and competitors name Brand Strategy
  36. 36. Marketing Messages
  37. 37. Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story Brand Strategy
  38. 38. Worksheet 2 Marketing Message What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story) Brand Strategy
  39. 39. “ I’m a groomer that specialises in grooming small dogs and come into my clients home so that the dog is more relaxed” “We groom dogs and only use environmentally approved products.” “We help pet owners who have let their pet hair get out of control and now they dog or cat resists getting groomed.” “ I take my time grooming elderly dogs and ensure that they remain comfortable during the grooming process.” What is your elevator pitch? Focus on the story Brand Strategy
  40. 40. Why should they care? Expert Problem they solve Grooming small dogs We specialise in small dog grooming needs with special equipment Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and products Management Consultant Management problems that are costing you money Business Coach Not reaching goals and missing opportunities Financial Planner Worried about not having enough money for retirement Accountant Paying too much tax HR recruitment Not finding the right people Marketing Consultant Doing adhock marketing and not attracting the right leads " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Brand Strategy
  41. 41. Who wants to share their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave. " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
  42. 42. Test value proposition Marketing Strategy
  43. 43. Next Steps… Brand Audit Online 1 on 1 with Dan Visit the Portal for more information
  44. 44. Worksheets
  45. 45. Audit Our goals Where are we now? Rank Where would we like to be? Brand - stand out from the crowd 1. Undifferentiated 2. Better than competition 3. Distinctly different 4. Truly Unique Customer/ Market Focus 1. Reactive 2. Demographic 3. Situational 4. Behavioural Financial 1. Unpredictable 2. Patchy 3. Steadily improving 4, Highly predictable People 1. Struggling to attract and retain right people 2. Patchy - variable record of retaining key people 3. Getting there - success in new hires. Getting right people 4. 100% success in the right people on the bus and happy productive Pricing Strategy 1. Random 2. Considered 3. Market Driven 4. Value based Behaviours and Values 1. No set communicated value or behaviour system 2. Some conditions of acceptable behaviour 3. Values and behaviours communicated 4. Valued and behaviours embraced and rewarded Systems and processes 1. Weak systems 2. Core CRM 3.Aligned 4. Fully Integrated Partners 1.Informal 2.Defined 3. Joint programs 4. Highly Productive Marketing Strategy
  46. 46. Audit Our goals Where are we now? Rank Where would we like to be? Customers 1.Informal 2.Defined 3. Joint programs 4. Highly Productive Marketing 1. Random 2. Planned 3. Aligned 4. Integrated Sales 1. Undefined, patchy 2. Documented 3. Enforced 4. Fully Adopted Services 1. Random 2. Standard 3. Replicable 4. Highly Repeatable Products 1. Random 2. Standard 3. Replicable 4. Highly Repeatable Customer Support 1. Undefined 2. Documented 3. Enforced 4. Fully Adopted Time commitment 1. Undefined 2. Documented 3. Enforced 4. Fully Adopted Exit strategy 1. Not considered 2. Considered 3. Planned Marketing Strategy
  47. 47. 
 
 Our Business purpose (what we do) Our Vision (what do we want to be known for) Mission (single goal or focus) Value proposition – (why our customers choose us) Our Personality Traits(character and culture) Our Values(how we behave and believe in) Vision, Mission and Values Template
  48. 48. Your business model Marketing Strategy
  49. 49. 
 
 Competition Product Name: You Company: Tag Line Positioning: Price: Product: Process Strengths Weakness Marketing
  50. 50. 
 
 Marketing Tools Company Name Marketing Tools Email Survey/ Forms CRM PR Collaboration Sales forecasting Design Website Platform SEO Internal   External Teleconferencing Invoicing Timetracking Screen capture Social Media Sales Tools Image Library Video Networking Webinars Other                  
  51. 51. Thank you

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