Shaping Perceptions. Delivering Results. Professional Marketing and Public Relations Support...

Shaping Perceptions. Delivering Results.

Professional Marketing and Public Relations SupportPresented to:

Fairfax County EDA Procurement AcademyNovember 10, 2010

Shaping Perceptions. Delivering Results. 2VARCom Proprietary

Questions to Consider

1. Who are they and what keeps them up at night?

2. What’s going on around here?

3. So, what makes you so special?

4. Hey! Where’d you get that nice suit?

5. Sorry, who are you again?


Who are they and what keeps them up at night?

• Clearly define the customers/segments you’re going after • Understand your customers/targets• Know what their key drivers are• Have a feeling for what keeps them up at night or causes them

headaches• Always begin by looking at the world from their perspective• “Don’t tell me how wonderful you are; tell me how you are going to

help me!”• Find unfulfilled needs• Play off Fear Uncertainty and Doubt• Find ways to make the customer a hero• Clearly articulate features and benefits

Market Segmentation and Targeting


Who’s the target and what are their drivers?


What’s going on around here?

• Nothing occurs in a vacuum• Understand where you fit in the competitive landscape• Who are your customers/prospects using for the

goods/services you offer?• Figure out what’s working for them• Understand what is happening in the business environment• Situational awareness

– SWOT analysis

– PEST analysis

Competitive Analysis


Sizing up the competition


So, what makes you so special?

• Define your positioning vis-à-vis the competition• What is your UVP (unique value proposition) and your

SCA (sustainable competitive advantage) - Value being the key word

• Make sure you describe the convenience of buying from you

• What is your messaging? Theme; 3 – 4 message points with supporting details

• The 5 C’s of messaging• Have an “elevator speech” prepared and rehearsed

UVP and Messaging


What’s the message; is it effective?


Hey! Where’d you get that nice suit?

• Perception is reality• Make sure the image you want to project is what is

being perceived• This can be measured, shaped and modified• Branding and corporate identity• The goal is to stand out and be remembered with a

positive perception• Remember A-I-D-A

Perception and Branding


What is your perception of these brands?


Sorry, who are you again?

• Communicate, communicate, communicate• Use an Integrated Marketing Communications

approach• Plan your communications into the future• Builds an ongoing relationship• Keeps you top of mind• Use multiple touch points

Integrated Marketing Communications


Bringing the IMC pieces together

CollateralPersonal Selling

Partnering

Trade Promotions

Public RelationsAdvertising

Social Media Website

Branding

CRM


Components of Public Relations

• Publicity• Press Releases• Email Marketing• Community Relations• Government

Relations• Public Affairs• Media Relations

• Analyst Relations• Press Conferences• Investor Relations• Crisis Communications• Awards/Nominations• Tours/Open Houses• Thought Leadership


The power of Public Relations


Building an IMC Plan


What Marketing Can’t Do

• High-quality products or services• Clearly defined and communicated vision, mission and

goals for the organization• Adequate infrastructure (finance, legal, admin, IT, etc.)• Strong management team and workforce• Internal processes and procedures• Effective organizational structure• Hard work, passion, drive, determination... Which you

all clearly already have

However, marketing is not a cure all. You must also have:

Thank You For Your AttentionGood Luck With Your Business!

VARCom Solutions

571-434-8466

www.varcom.com

Shaping Perceptions. Delivering Results.

Shaping Perceptions. Delivering Results. Professional Marketing and Public Relations Support...

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