Developing Your 7 Step Marketing Plan
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Transcript of Developing Your 7 Step Marketing Plan
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Dear 7 Step Marketing Plan Attendees:
Thanks so much for attending our seminar. I hope you enjoyed attending even half as much as I enjoyed presenting!Several of you asked about getting a copy of the slides from our presentation. We’re happy to share them here under the Creative Commons Attribution-Noncommercial-No Derivative Works license.*
Thanks so much and best of luck with creating your plan, building your calendar and executing your ‘Guerrilla Marketing’ weapons.James and Angela
* This means you can feel free to share and use these slides for your own personal use as long as you do the following:(1) Please give proper attribution to the slides’ origin.You can: Email this presentation to a colleague with the message, “Check out this cool presentation by James Lawson and Angela Inzerillo that I saw the other day!You can’t: Remove the slides with our names, insert your name, and pretend it’s your presentation when speaking at a conference. It’s hard to believe, but someone did this once...(2) Please don’t sell this information.You can: Freely share this with a close friend.You can’t: Post the slides on eBay or make your own e-book of our slides or concepts and sell it on your blog. In short, if money is changing hands because of these slides, it’s a no-no.(3) Please don’t use this presentation to create derivative works.You can: Share this presentation - exactly as is.You can’t: Use these slides to create you own slides on experience branding, remarkable customer interactions, or exponential sales growth.(3) Please don’t post this presentation to a public website.
You can: Use this presentation for yourself and share it with close friends.
You can’t: Post these slides to Slideshare. The explanation that goes with the slides is pretty important and we’d hate for that to get lost in translation if someone just stumbled across the presentation without context.
If you want to use the slides and have questions, never hesitate to reach out and ask us about it ([email protected]). We’re more thanwilling to share and are sure we can work something out that will make everyone happy...
Final disclaimer on copyright: Many of the slides in this presentation feature images for which someone else holds the copyright.. Use of these images without specific approval of all the various copyright owners would be illegal.
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The 7 Step(NON-PROFIT)
Marketing Plan
Developing
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Prepare to be ‘DAZZLED’ and learn......
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Prepare to be ‘DAZZLED’ and learn......
WHY your MARKETING may not be working
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Prepare to be ‘DAZZLED’ and learn......
WHY your MARKETING may not be working
A Fact, A Myth and A Truth about marketing
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Prepare to be ‘DAZZLED’ and learn......
WHY your MARKETING may not be working
A Fact, A Myth and A Truth about marketing
Developing Your 7 Step Marketing Plan and Calendar
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Prepare to be ‘DAZZLED’ and learn......
WHY your MARKETING may not be working
A Fact, A Myth and A Truth about marketing
Developing Your 7 Step Marketing Plan and Calendar
Question and Answer
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Prepare to be ‘DAZZLED’ and learn......
WHY your MARKETING may not be working
A Fact, A Myth and A Truth about marketing
Developing Your 7 Step Marketing Plan and Calendar
Question and Answer
WHAT is GUERRILLA MARKETING
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The goal for this evening is very simple...
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The goal for this evening is very simple... That you leave having thinking just a ‘little’ bit differently about how you are marketing your
organization or cause!
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Why your MARKETING may NOT be working!
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Wrong Audience
Why your MARKETING may NOT be working!
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Wrong Audience
Right Audience, Wrong Message
Why your MARKETING may NOT be working!
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Wrong Audience
Right Audience, Wrong Message
Wrong Focus
Why your MARKETING may NOT be working!
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Wrong Audience
Right Audience, Wrong Message
Wrong Focus
Wrong Channel
Why your MARKETING may NOT be working!
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Wrong Audience
Right Audience, Wrong Message
Wrong Focus
Wrong Channel
Lacks Commitment
Why your MARKETING may NOT be working!
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Wrong Audience
Right Audience, Wrong Message
Wrong Focus
Wrong Channel
Lacks Commitment
‘Me’ Marketing not ‘You’ Marketing
Why your MARKETING may NOT be working!
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If you build it, he will come!
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If you build it, he will come!(em’ NO HE WONT!)
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FACT :
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FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision
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FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision
MYTH :
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FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision
MYTH : ‘Technology’ will make you a better marketer
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FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision
MYTH : ‘Technology’ will make you a better marketer
TRUTH :
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FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision
MYTH : ‘Technology’ will make you a better marketer
TRUTH : The RIGHT message delivered to the RIGHT market at the RIGHT time is ‘The HOLY GRAIL’
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First Guerrilla Marketing book - 1984
Taught at University of California in Berkeley
Traditional marketing suggests that to be successful in marketing you need to invest large sums of money. Guerrilla marketing
maintains that if you want to invest money you can...but you don’t have to if you are willing to invest Time, Energy, Imagination and
Information.
Traditional marketing is typically geared to BIG business, Guerrilla marketing is specifically designed for the Small business -companies
with BIG DREAMS and SMALL BUDGETS
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Patience
Aggressive
Sensitivity
people person
Ego Strength
Takes action
Maintains focus
embraces change
Constant learning
Imagination
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Don’t think Donors or Sponsors - Think partners
to the cause!
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Don’t think Donors or Sponsors - Think partners
to the cause!
Employees are not just volunteers and workers -
they are/become advocates who care and know their
stuff!
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Don’t think Donors or Sponsors - Think partners
to the cause!
Employees are not just volunteers and workers -
they are/become advocates who care and know their
stuff!
The work is about more than programs and
products - It’s about changing behaviors!
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The 7 Steps
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Purpose
The 7 Steps
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PurposeCompetitive Edge
The 7 Steps
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PurposeCompetitive Edge
Target Market
The 7 Steps
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PurposeCompetitive Edge
Target MarketNiche The 7
Steps
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PurposeCompetitive Edge
Target Market
Weapons
Niche The 7 Steps
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PurposeCompetitive Edge
Target Market
Weapons
Niche
Identity
The 7 Steps
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PurposeCompetitive Edge
Target Market
Weapons
Niche
Identity
Budget
The 7 Steps
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What is the purpose of my
marketing?
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Your Competitive Advantage
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TargetAudience
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What is your Niche
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Marketing Weapons
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Marketing WeaponsMarketing plan
Fusion MarketingBusiness Cards
Toll Free numberPR
Online MarketingBrochuresGuarantee
NetworkingFree Consultations
LogoPostcards
Direct mailPosters
Special Events
GiftsWord of mouthPresentations
SeminarsYellow Page ads
StationaryMagazine adsRadio spotsTV Spots
Fax on demandAdvertising
TelemarketingEase of business
TestimonialsSpeed
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Marketing Weapons
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Marketing WeaponsThe marketing tools that we will use at AdviCoach will include;
-‐ A website that promotes AdviCoach coaching and provides resources for our clients. -‐ Free and paid seminars delivering strategies of interest by our coaches-‐ Direct mailings to follow up with prospects of interest from seminars and presentations. -‐ Bi weekly articles on strategies for small businesses delivered through our “Execute and Accelerate’ blog. -‐ A monthly newsletter. -‐ Seminars and Presentations will be promoted on our website, through our social media channels, CC to our database and by PR Releases through our ENR resources.-‐ Networking with groups that Jit our target market-‐ Note cards -‐ Identity-‐ Testimonials
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What Is Your
Identity
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What Will Your Monthly or Annual Budget be For Marketing
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!!
!TCCG!7!Step!‘Guerrilla’!Marketing!Plan!
!!1. The!purpose!of!TCCG!marketing!efforts!is!to!generate!Complimentary!Coaching!Sessions!that!will!allow!our!prospects!to!experience!coaching!from!TCCG.!
!2. TCCG’s!competitive!advantage!is!that!our!coaches!and!consultants!have!over!20!years!of!executive!and!management!experience!and!are!experts!in!the!areas!of!Sales,!Marketing,!Team!Development,!Productivity!and!Strategy!Planning.!!!
3. Our!specific!target!market!are!the!owners!of!small!and!medium!sized!businesses!and!business!executives!located!in!the!state!of!Northern!Virginia!who!are!producing!revenue!streams!of!between!$150K!to!$5M!per!year.!
!4. The!marketing!tools!that!we!will!use!at!TCCG!will!include!a!website!that!promotes!TCCG!coaching!and!provides!resources!for!our!clients.!Free!and!paid!seminars!delivering!strategies!of!interest!by!our!coaches!in!partnership!with!local!Chambers!of!Commerce.!Direct!mailings!to!follow!up!with!prospects!of!interest!from!seminars!and!presentations.!Bi!weekly!articles!on!strategies!for!small!businesses!delivered!through!our!“Execute!and!Accelerate’!blog.!!A!monthly!newsletter.!Seminars!and!Presentations!will!be!promoted!on!our!website,!through!our!social!media!channels,!CC!to!our!database!and!by!PR!Releases!through!our!ENR!resources.!
!5. TCCG!niche!is!to!provide!practical!and!action!orientated!coaching!that!guarantees!improvement!in!profitability,!productivity!and!efficiency!for!clients!that!follow!TCCG!coaching!within!12!months.!!
6. TCCG!will!be!seen!as!a!creative!and!collaborative!coaching!practice!with!expert!coaches!and!consultants!that!are!result!orientated!and!easy!to!work!with.!
!7. The!marketing!budget!for!TCCG!will!be!15%!of!our!coaching!fees.!
!!
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Creating Your ‘EXECUTABLE’ Calendar
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Practice What You Preach!
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Keep It ‘REALLY’ Simple!
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“Focus on the audience and show people how our cause aligns with values
the now hold”
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Having fun is key........
Have Fun and be
Creative in your
Marketing
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Program becomes more important than people
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Money is valued more than relationship
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There is a focus on Power and Control vs. Effectiveness and Opportunity
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Growth becomes the objective vs. Greatness
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Percentages are valued over impact
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Getting things done is better than doing things right
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Why (on earth) Should You Listen to What We Say?
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Why (on earth) Should You Listen to What We Say?Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK
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Why (on earth) Should You Listen to What We Say?
Small Business of The Year 2011 Dulles Regional Chamber of CommerceMember of The Year 2010-2011 Greater Reston Chamber of Commerce
‘Excellence in Marketing’ Award (2011) FSBI World Wide ‘Excellence in Marketing’ Award (2010) FSBI World Wide 6 Chairman Club Awards
Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK
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Why (on earth) Should You Listen to What We Say?
Small Business of The Year 2011 Dulles Regional Chamber of CommerceMember of The Year 2010-2011 Greater Reston Chamber of Commerce
‘Excellence in Marketing’ Award (2011) FSBI World Wide ‘Excellence in Marketing’ Award (2010) FSBI World Wide 6 Chairman Club Awards
Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK
......and, we are just really nice people!!!!
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Why We Exist
We carry out this mission by helping individuals and organizations create the long term vision of the business, define the goals and initiatives required to meet the vision and hold the stakeholders accountable in executing the agreed strategies.
Our mission is to help reverse the epidemic of small business closures caused by a lack of business know how and accountability.
What do you do?
What difference does it make?Our coaches and strategic partners work together to provide the business educational and coaching resources to give organizations the optimum chance of success.
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Takeout for a test drive
A Business Strategy Session where In 60 mins we can help you get : - Clarity on your long term goals- Uncover hidden challenges that may be sabotaging your growth- Set goals for the short and long term to help you get traction in your business.
[email protected]@advicoach.com
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www.capcoachgrp.com
Subscribe to our blog
Facebook.com/AdvicoachNVA
Twitter.com/Vabizcoach
Presentation Slides - SURVEY!!!
Facebook.com/advicoachnva
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www.capcoachgrp.com
Subscribe to our blog
Facebook.com/AdvicoachNVA
Twitter.com/Vabizcoach
Presentation Slides - SURVEY!!!
For the .pdf or iBook, please go our FB page and say something
(nice) about this seminar!
Facebook.com/advicoachnva
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Join us for our next seminar
THE 5 STEPS TO BUSINESS FREEDOM
August 15th, 2012 - Greater Reston Chamber of Commerce
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Just ONE more thing!
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XXXXXXXX is a non-profit organization comprised of a wide spectrum of healthcare professionals devoted to improving health by
optimizing therapeutics and providing innovative leadership and interdisciplinary education that
will enable the generation, integration and translation of scientific knowledge to optimize
research, development and utilization of medication for the benefit of all.
Is This YOUR MISSION Statement
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What do you do?
The 3 Sentence Mission Statement
Why do you exist?Our mission is to improve the health of babies by preventing birth defects, premature birth, and infant mortality.
We carry out this mission through research, community services, education, and advocacy to save babies’ lives.
What difference does it make?March of Dimes researchers, volunteers, educators, outreach workers and advocates work together to give all babies a fighting chance against the threats to their health: Prematurity, birth defects, low birth weight.
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