Susan Silver: Marketing Strategy and Budgets 7-25-12
Transcript of Susan Silver: Marketing Strategy and Budgets 7-25-12
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Marketing Strategy
Susan Silver, President
www.argentumstrategy.com
July 26, 2012
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Slide 2
Todays agenda
Evolu&onofmarke&ng QuickPosi&oningreview Basicresearch
BuildingaMarke&ngPlan
Measuringyourplan
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VP MarketingSales
Evolution of Marketing
Marketing Manager Reports to Sales
Marketing = Sales
Slide 3
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Quick Positioning Review
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Focus your sales & marketing efforts with
positioning
Sales: Which customers to talk to What to say when you talk to them
Marketing: Where to spend your money to reach customers What key message point to focus on
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5 Key Elements of every value proposition
Target
Unmet
Need
Competitive
Set
Pointof
Difference
Reasonsto Believe
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Basic Positioning Formula
To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Evidence 1
Evidence 2 Evidence 3
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Target is the key component used in a
marketing plan
Definition: Who is your bulls eye customer?
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Basic Research
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Use basic research ideas to know your target better
Whentogatherinforma&on:
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Decide what you *really* need to know
Lookforthingslike Howdidtheyfindyou Howoldarethey Gender HHincome
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Slide 12
Ask the right kind of questions
Doitinathankyouorsignupprocess,notinreqsforcontact Goeasyontheminthesign-up,youcanalwaysasklater
Onlyoneques&onperques&on
Whenprovidinganswerchoices,alwaysofferop&onslike Other Donotknow Donotremember
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Slide 13
Build some of this in now while its easier!
Createwaystoextractdemographicdatabyusagesegment Periodicsa&sfac&onsurveys Writeeverythingdown Useyoursalespeopleasstealthresearchers
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Net Promoter Score
Theques(on:
HowlikelywouldyoubetorecommendXYZtoafriendorcolleague?
Thescale
ZERO=Notatalllikely
10=Highlylikely
Themath
%9,10ra(ngPromoters)- %0-6ra(ngDetractors)=NPSScore
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Basic Marketing Plans
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A good marketing plan gives you permission
to say no
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Basic marketing plan template
Please animatetactics coming inone at a time
Objec(ve Strategies Tac(cs
Primary: FinancialSecondary: (Optional) Share Growth Etc.
Strategy 1
Strategy 2
Strategy 3
Tac&cA
Tac&cB
Tac&cC
Tac&cATac&cB
Tac&cC
Tac&cA
Tac&cB
Tac&cC
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Step One: Establish your Objective
Objec(ve Strategies Tac(cs
Primary: Growrevenue to $2 M
Secondary: Becomeone of top 3 playersin our category
Strategy 1
Strategy 2
Strategy 3
Tac&cA
Tac&cB
Tac&cC
Tac&cATac&cB
Tac&cC
Tac&cA
Tac&cB
Tac&cC
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Difference between strategies and tactics
StrategicIni&a&ves:Whatneedstohappen/getdoneHowyouplantoachieveyourobjec&ve
Ac&on-oriented Verbmeasurable
Tac&cs:Theindividualprograms/specifics/ac&vi&es Exactlyhowitsgoingtohappen
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Strategies typical for young companies
Overall
GenerateAwareness Solidifycredibility Testmarke&ngtac&cs EnhanceproductWeb-specific
Driveinboundleads Convertvisitorstopayingcustomers Convertwebsitetosellingengine
General Increase/generatereferrals Retainexis(ngcustomers
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Step Two: Add in your3 core strategies
Please animatetactics coming inone at a time
Objec(ve Strategies Tac(cs
Drive leads to website
Retain customers
Generate awareness
Primary: Growrevenue to $2 M
Secondary: Becomeone of top 3 playersin our category
Tac&cA
Tac&cB
Tac&cC
Tac&cATac&cB
Tac&cC
Tac&cA
Tac&cB
Tac&cC
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Identify the tactics youd like to use
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Advertising
communicate your message,generate awareness via TV,print, YouTube etc.
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Even this is advertising!
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Banner Ads
advertise, but only online
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Loyalty Programs
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Copywriting
case studies, white papers
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Events
to plan and executeevents like trade shows
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Promotions
special offers,direct mailcampaigns
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PR/Social Media
help getting into media stories and blogs,Twitter, press releases, event coverage,securing interviews
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Website
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Nitty Gritty
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Please animatetactics coming inone at a time
Objec(ve Strategies Tac(cs
Primary: FinancialSecondary: (Optional)
Drive leads to website
Retain customers
Generate awareness
GoogleAdWords BannerAds SEO Blog
Newsleer Specialuserevents Loyaltyprogram
Tradeshows PRSocialMedia
Step 3: Lay all your tactics into the template
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Step Four: Develop a plan that works with your
budget
Objective:
Strategies(priori&zed) Tac(cs(priori&zed) Es(matedCost NextSteps
DriveleadstoWebsite GoogleAdWords
BannerAds
SEO
Blog
Generateawareness Tradeshows
PR
SocialMedia
Retaincustomers Newsleer
Specialuserevents
LoyaltyProgram
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Build a marketing calendar
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Your marketing calendar can be combined with
an editorial plan
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CompanyX2012Marke&ngCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Newsleers
MKTCooking
Crme PMA
SweetsSnacksExpo
Packaging(asktotake
picsfor
newsleer)
Customer
casestudy
TechNewlabelerannounce
CookingCrme
Interview
withJeff-&psfor
inplant
promo
beer PACKEXPO
TradeShows
Aend
POPAI
2/28-2/29
SandsExpoLasVegas
(Op&onal:
lowpriority)
PMA
3/14-3/15
AnnualMKTWes&n
Chicago,
RiverN.
SweetsSnackExpo
5/8-5/10McCormick
ShopperMKT10/16-10/18
NavyPier(op&onal)
Display
PACKExpo10/28-11/1
McCormick
SocialMedia
Linkedin X X X X X X
Twier X X X X X X X X X X
Website
SEO x x x x x x x x x x x
Blog x x x x x x x x x x x x
DirectMailCampaign x x x x x x
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Step Five: To analyze, add in metrics
Objective:
Strategies(priori&zed) Tac(cs(priori&zed) Metrics
DriveleadstoWebsite GoogleAdWords
BannerAds
SEOBlog
Generateawareness Tradeshows
PR
SocialMedia
Retaincustomers Newsleer
Specialuserevents
LoyaltyProgram
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Common metrics
MetricsThought Leadership
Social Media Grow size of community from x to y, # of shared items (FB)/#retweets (Twitter), content calendar
Newsletter
% Click through's, open rate, feedback, web traffic increase, # of independent subscribers, content
calendar, compar to industry rates provided by Constant Contact if possible
Blog # of subscribers, # of comments, generation of conversations, content calendar
White Papers # of people who provide emai l to get whi te paper
Case Studies # of case studies/stories we have that demonstrate this across the company
Brand Recognition
Events# of attendees, # of names added to CRM list, # of impressions generated, web traffic increase,amount of content generated
Advertising Number of impressions, contacts generated, web traffic increase
Tradeshows # of contacts generated, quality conversations/leads generated, content generated
Website
Traffic, time on site, number of pages visited, reduced bounce rate, # of newsletter sign-ups, # of white
paper sign ups
PR # of impressions, inquiries, web traffic, ability to repurpose content
Testimonial Sharing Internal content - website, etc
SEO Google ranking relative to key competitors on top key words
Touchpoints/Drip
Newsletter Click through's, open rate, feedback, web traffic increase, # of independent subscribers
Events
amount of content generated
CRM % growth rate of # of names in list, relevant segmentation
Satisfaction Survey scores and improvement over time
Awareness
PPC CTR, CPM/CPA, conversion rate
Banner Advertising # impressions, CPM/CPA, CTR
Retargeting CTR, CPM/CPA Slide 38
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Thank you!
Susan Silver, President
[email protected] www.argentumstrategy.com