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Dorset superfast business conference jan 2015
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Transcript of Dorset superfast business conference jan 2015
Hello, This is Me
Paul Tansey
Marketing Nerd with the Big Chin
Intergage (Tasty Marketing)
www.intergage.co.uk
Today’s Presentation
Is about entrepreneurship
Is about change
Is about marketing and growing your business
Is about asking yourself some questions
Is about deciding what to focus on
Is about taking action
Entrepreneurship
Is about the pursuit of freedom
Is about taking the more dangerous, less travelled road
Is about growing our businesses to achieve freedom
Is about mastering marketing
The 4 Freedoms
Freedom from having a boss / rules
Freedom to do pursue a passion / ideal / cause (Purpose)
Freedom from worrying about money (Money)
Freedom to spend our time how we wish (Time)
The World is Changing
Mind-blowing Technology Change is now Routine
Cultural Change is just as Evident
The Digital Divide
The Emergence of Global Tribes
What Works Now?
Being an Authority or Expert
Creation and Curation of content
Become more researchable
Empathy
Advocacy
Relationships
Caring
Openness and Transparency
Passion
“If you get into business solely to make money, you won’t. If you try to make a real difference, you’ll find success” Richard Branson
A Quick Summary
Understanding the freedoms we pursue
Building the business that delivers these freedoms
Focus on building a trust with our tribe
Focus on why we are in business not what we do and how we do it
Branson says its not about the money its about your purpose and how you make a difference
How you think about and communicate your business can transform it.
Question 1
Score your sense of Purpose, Mission, Vision & Values Score 10 if:
You believe you have a truly compelling company Purpose, Mission, Vision & Values
100% of your team understands your company Purpose, Mission, Vision & Values
There is a real sense of belief in your mission in your business
Your team is excited
Let’s Talk Strategy
Diagnosis
Development of Guiding Policies
Coherent Action
Professor Richard Rumelt “Strategy is about how you're going to get there...”
Question 2
Score your Strategy & Research Score 10 if:
You know where you want to be and by when
You have diagnosed the challenges you face and researched the landscape you are operating in
You have established top level policies – the ways you will deal with the challenges you face
You have defined a coherent and co-ordinated set of actions to carry out the guiding policy
These co-ordinated actions are communicated and understood by your team and you have clear, unambiguous focus
Segmentation
“Marshalling limited resources to achieve the maximum return is core to the function of marketing strategy”
Question 3
Score your Market Segmentation Score 10 if:
You have researched the size of the market
You have broken the market down into clear segments
You have decided which segment(s) you will address (in which order) based on your specific strengths, available resources or the lack of strong competition
Question 4
Score your Marketing Persona Development Score 10 if:
You have written detailed profiles of the types of people you are helping / selling to and you have a deep understanding of their aspirations, problems, choices, decision making processes, communication preferences, brands they associate with, tribes they hang out in etc.
You have named these people, brought them to life and you evaluate your offerings through their eyes
You have done this collaboratively and constantly add to your learning about each
Question 5
Score your Differentiation & Value Proposition Score 10 if:
You have looked at the market through the eyes of your customer personas
You have evaluated your competition and their offerings through your customer personas’ eyes
You have established your positioning & messages to appeal to specific customer personas in a way that is exciting, different & memorable
You know why they will choose you, why they will repeat purchase and why they will recommend you
Your Brand Can
Differentiate you from the crowd
Be Memorable
Be Associated with specific messages, sounds, colours and emotions
Be the reason people pay more for a product or service
Have value in a balance sheet
Be the reason somebody buys your business
Be something that a Tribe forms around
Question 6 Score your Branding Score 10 if:
You have created a memorable brand
and what it stands for and you have communicated this internally as well as externally
You believe your brand speaks to your customers in a meaningful way
You have published brand guidelines that encapsulate your unique visual identity, tone of voice and use of colours, fonts and messages
You enforce this brand across all the content you create online and offline
Question 7 Score your Business Plan Score 10 if:
You have a written plan that includes specific budgets to achieve specific (SMART) goals
You have allocated specific responsibilities and resources to specific people or teams for the delivery of this plan
You have a detailed financial plan to deal with your change
You have communicated this plan to your entire team
Your team understand what success looks like
Know Your Numbers
Cost of acquisition
Average first order value
Average annual value
Average lifetime value
How many new customers would you like?
6 Ways to Grow
“Buy” More Customers
Have a referral program
Get your existing customers to buy more - Upsell, Cross-sell & Put Your prices Up
Get your customers to buy more often – Plan campaigns into your customer base
Allocate Account Resources Better
Retain customers for longer
Question 8 Score your Marketing Plan Score 10 if:
You have a published marketing plan that is a minimum of 6-12 months ahead of today Your plan details what channels you will use to talk to which customer personas and what content you will create Your plan details the tools you will need, who will do what and when across multiple channels You have allocated your budget across new business & existing customer promotions Responsibility for delivering the plan is clear You have established expectations for return on investment through clear Key Performance Indicators (KPIs)
Question 9
You have audited your internal ability to deliver your plan
You have established what you need to outsource
You have shared your plan with your potential partners
You have selected based on your partners’ proven ability to deliver what you need
You have collaborated with your partners and given maximum visibility of what is required with clear and unambiguous briefs
Score your Partner Selection Score 10 if:
Your Stakeholder
Engagement
“You must capture the heart of a supremely able man before his brain can do its best.” — Andrew Carnegie
Stakeholder Engagement
How much performance and effort is discretionary?
How does your team react to change?
What staff turnover do you have?
How easy is it to recruit star talent?
What about absenteeism?
How do you measure staff engagement?
Do you have an employment brand?
Question 10 Score your Stakeholder Engagement Score 10 if:
You regularly measure stakeholder engagement and people love working with you, they feel valued and
Your team can tell me what your company purpose, vision, mission and values are
They understand the organisational goals
They can apply the organisational values to their work
Your team is proud to work for your organisation
Relationships between leaders and their teams are great
Question 11 Score your Toolkit Creation Score 10 if:
You have planned all the online and offline tools you will need to deliver your marketing plan across multiple channels (PR, Website, Blog, Social Media Presence, Video, Infographics, Brochures, etc.)
You have reviewed all your existing collateral for consistency and alignment with brand
You have budgeted for the tools you need to create and collaborated with your chosen suppliers to specify them
You have ensured that you have the resource internally to deliver these projects in a timely fashion
Question 12 Score your Staff Training Score 10 if:
You have identified all the internal marketing skills you will need to deliver your plan (Website Updates, Blogging, SEO, Social Media, Copy Writing, Photography, Video Marketing etc.)
You have ensured that those responsible have had (or you have planned) the training required to achieve the necessary competencies
Question 13 Score your Investment in Marketing Score 10 if:
You see marketing as an investment, not a cost
You know exactly how much of your turnover / profit you think it is appropriate to re-invest in marketing
You will ensure that the funds are available for the marketing activities you have planned in the same way you ensure salaries are paid
You know (through KPIs and history) what you expect back from your investment
You mix new ideas with the tried and tested to see if you can improve ROI
Question 14 Score your ROI Analysis Score 10 if:
You know exactly what KPIs you are expecting from your investment in marketing
You have systems in place to routinely analyse KPIs
You always know what is working and what isn’t
You adjust your plans periodically based on your analysis
Question 15 Score your Customer Surveys Score 10 if:
You routinely survey 60% + of your customer base
You segment your customers when conducting a survey
You know why each customer chose you, chooses to stay with you and recommends you
You know how satisfied / delighted they are with your product or service and you maintain a benchmark score
You know exactly how your existing customers want you to improve
Question 16 Score your Strategic Review Score 10 if:
You review your marketing journey at least annually
You engage your stakeholders in the review
You engage some customers in the review
You engage credible 3rd parties in the review
Summary
Be Clear on your Personal Objectives and the Freedoms you pursue
Be clear on the type of business you need to build to achieve your freedoms
Build a business around “Why” not how or what you do
Take the Marketing Journey periodically
Identify the actions you need to take and identify the tools and resources that will shortcut this process
Thank You
@PaulTansey
www.intergage.co.uk [email protected]
blog.intergage.co.uk
+Intergage
0845 456 1022