2013 sales conference 10.6 supplier vision
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Transcript of 2013 sales conference 10.6 supplier vision
TODAY
We market a lot.
We market a lot of products.
We market one drop at a time.
We market to everyone.
We market everyday.
Market holistically
Connect products
Target selectively
1
2
3
VIS
ION
Leverage content effectively
Create custom opportunities
Deliver
4
5
6 SU
PPLI
ER
MA
RK
ETIN
G
Market holistically
We have disjointed priorities
We have endless products
We have limitless ways we can market
CHALLENGE:
Identify our mission for our products and market to that mission.
OPPORTUNITY
WHAT IS OUR MISSION? To amplify the value of our marketing products, empower our products to be bigger, stronger, more powerful, more dynamic. To present our products as the ultimate solution
MARKETING
HOW?
MARKET THE WHOLE, NOT THE INDIVIDUAL PARTS Develop broad based marketing value for our products
* Magazines
* Catalogs
* Digital
* Multimedia Marketing
* Events
* Sponsorships
* Mobile Marketing
* Social Media
EXAMPLE MARKET ON THE VALUE OF
MAGAZINE ENGAGEMENT
LENGTH OF
READERSHIP
INFLUENTIAL
READERS
IN GOOD
COMPANY
AMONG
GOOD
COMPANY
GENERATES
LEADS
ACTION-
ABLE
Connect products that compliment & reinforce
By marketing and selling products individually, we go against what we tell our advertisers to do.
When marketing one product, we can identify other products that compliment and reinforce the primary products’ overall message and value.
OPPORTUNITY
EXAMPLE
ANNUAL
MAGAZINE
&CATALOG
RENEWAL
EFFORTS
Our efforts typically consist of a 3 part series
comprised of direct mail, promo product, followed up
email drops as a tie in to the same message
3 2 1 LET’S TAKE IT ONE STEP FURTHER
MAGAZINE RENEWAL EFFORTS – could be coupled with
promotion around digital edition or newsletter that
highlights the value of magazine
CATALOG RENEWAL EFFORTS – could be coupled with
promotion about Email Express that reinforces a
supplier’s Catalog Advertising
Target Selectively by Identifying Profiles
TODAY, we market our products on a mass scale. List selection is typically
targeting non buyers of a particular product.
OPPORTUNITY TO DIG INTO THE DATA
REVIEW HARD AND SOFT LEADS to identify frequent responders,
one time responders, non responders.
CROSS REFERENCE buyers of different types of products
IDENTIFY PROFILES/PERSONAS to better understand their needs and
create appropriate marketing content and packages
SMALL AND
LARGE SUPPLIERS
SUCCESSFUL
SUPPLIERS
TYPE OF
PROFILES BUYERS AND
NON BUYERS
Leverage Content Effectively
Today, marketing isn’t about
just selling products,
its part education,
part information,
part entertainment,
part inspiration.
Here’s where content comes in
Oh… let me count the ways… Why Content?
Good content
is read, great
content Engages.
Rise above the
noise.
Forget brand
awareness.
With engaging
content, you
create Authority
and credibility.
Content marketing
strategy provides
your company Full
Control.
Your Voice,
Your Topics
Your Content
Calendar…
Marketing When,
Marketing How
And To Whom You
want to target
Content can
and should be
repurposed, cross
leveraged across
multiple media
platforms
Valuable content
educates your
team, your clients
and your prospects
DID YOU KNOW?
72 of companies report having
increased their spending on
branded content in the past
year
70 of brands have employed
branded content marketing
for advertising purposes in
the past year
%
%
76%
Sales & Sales Trends Information
64% Among SGR readers
Content our Readers Say They Read…
Expert Advice
Among STITCHES Readers
Where Do We Start?
DIG INTO
OUR EXISTING
CONTENT
How Do We Start? IDENTIFY
CONTENT FOR
EACH PERSONA/
PROFILE
CREATE
MARKETING
PIECES BASED
ON CONTENT
GENERATE
AWARENESS
AND LEADS
CREATE BRANDED
CONTENT AND
BRANDED PEOPLE
Example Ideas
Wearables: 3 Trends You Can’t Afford to Overlook.
SGR: Best of the Best Advice, Tips from Successful Suppliers.
Advantages: What 7 of the Top Sales Leaders have to say.
Stitches: 5 of the Best Embroidery Tips, all Stitched up.
Counselor:5 Ways Your Company Can take a Leadership Role.
Create Custom Opportunities and Proposals (2 Types)
MAGAZINES, CATALOGS, DIGITAL,
EVENTS, SPONSORSHIPS
GENERAL
PRESENTATIONS
CUSTOM SOLUTIONS FOR SPECIFIC
OBJECTIONS & CHALLENGES
TARGETED PRESENTATIONS &
MOCK UPS FOR KEY CLIENTS
EXAMPLES
• ALIGHT
PROMO
HANES
• QUINN FLAGS
• LINDT
Deliverables we will create
DIRECT MAIL FOR ROI, SGR/ESPUPDATES/CONNECT, SPONSORSHIP, MEMBERSHIP
WHITEPAPERS & EBOOKS (CONTENT MARKETING)
PRESENTATIONS & SALES PROPOSALS
EMAIL MARKETING (BROAD BASED & TARGETED EFFORTS, PRE & POST DIRECT MAILS)
MEDIA KIT WEBSITE ONBOARD ING SITE
BROAD BASED MARKETING
DIGITAL MAGAZINES CATALOGS MOBILE EMAIL SOCIAL
SALES COLLATERAL DYNAMIC SELLSHEETS FOLDERS
WEBINARS
BROAD BASED CONTENT MARKETING
– FOCUSED ON LEAD GENERATION
Could be
applied as par t
of onboarding
process
PRODUCT SPECIFIC AND
LANDING PAGE IDEAS
Could be applied
to ESP websites for
Suppliers,
ESP Websites network
TARGETED TYPE OF CONTENT MARKETING | HOLIDAY
FOCUSED ON LEAD GENERATION
Theme could be applied to 4th Quarter push for Catalog, Magazine, EEX, Daily Deals.
BROAD BASED CONTENT MARKETING
– FOCUSED ON LEAD GENERATION
Could be applied to Email Express, ESP Websites
MEDIA KIT IDEAS MEDIA KIT MICROSITE IDEAS
Could be applied to Onboarding microsite or Media Kit site