Want to know how to market your business without breaking the bank? The first step is having a comprehensive and integrated marketing plan that puts FIRST THINGS FIRST. In this class, Marketing Maven Laura Capes will present the marketing methodologies she used to help one client grow from $4M to $56M in 6 years by doing the right things, in the right sequence.
Whether you already have a marketing plan or not, this class will give you a powerful and proven framework for creating (or recreating) your marketing plan to grow your business organically and then incrementally. This class is designed for intermediate or advanced entrepreneurs who already have a consistent sales effort and are serious about marketing their business. (NOTE: If you are just getting started in business or about to launch a new product or service, don't let the advanced nature of this class deter you from attending. Learning and following these methodologies will give you a huge competitive advantage as you launch and grow your business!)
7. +
Growing a Business
Get New Customers
Keep Current Customers
8. +
Growing a Business
Get New Customers
Keep Current Customers
Create Evangelists
Utilizing a Marketing “Map”
9. +
From Here to There
Where are you now?
Where do you want to go?
What’s the best way to get
there?
10. +
Where are you now?
Closing %: __________
Employee Turnover %: ______
Retention %: ___________
# Referrals / Mo.: ___________
# New Customers / Mo.: _____
# of Invitations / Mo.: ________
11. +
Where do you want to go?
Closing %: __________
Employee Turnover %: ______
Retention %: ___________
# Referrals / Mo.: ___________
# New Customers / Mo.: _____
# of Invitations / Mo.: ________
12. +
How are you going to get there?
Do you have a marketing plan
for 2010? o yes o no
Do you have a marketing
budget for 2010? o yes o no
Do have have a marketing
person currently on staff?
o yes o no
14. +
PART ONE: Your Brand Strategy
OBJECTIVES
Understand Who You are
Clarify Your Purpose
Determine the “Essence” of
Your Brand
Express Your Essence Through
Stories, Words and Pictures
Create Your Vision and Mission
Statement
15. +
PART ONE: Your Brand Strategy
OBJECTIVES (cont’d)
Identify Your Primary and
Secondary Target Markets
Perform a SWOT Analysis
Create and Cultivate Your
Unique Corporate Culture
Determine Your “Unfair”
Competitive Advantage
17. +
PART TWO: The Building Blocks
for Marketing SuccessTM
OBJECTIVE
Teach you marketing
methodologies that work
Give you a “map” to help you
grow your business over time
as things change
Learn how to put first things
first so you’re most effective
Learn how to allocate
resources so you can grow
without breaking the bank
18. +
THE PREMISE:
How big would your business
be if you kept every customer
that ever tried you?
20. +
Building Block #1
The Foundation of Your Growth Plan
GOALS
1. Support the front lines at the point of sale
2. Close the business you already have
3. Patch any leaks in your sales process
22. +
Important Tools for Your Toolbox
Logo References
Business Cards Testimonials
“Optimized” Website CRM System
Phone Scripts
Brochure
Press Kit
Sales Presentation
Samples / Freebies
Proposal
Laptop with Wireless
Trade Show Booth
Cell Phone
Flyers Postcards
Social Media / Blog
23. +
How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
25. +
Building Block #2:
Build Client Relationships
26. +
Building Block #2
Your Client Loyal Mechanism
GOALS
1. Create authentic relationships
2. Open lines of communication
3. Ensure loyalty to the brand
27. +
Is Your Customer Base at Risk?
How do you measure loyalty?
_____________________________
_____________________________
_____________________________
_____________________________
How much loyalty do you have?
_____________________________
_____________________________
_____________________________
28. +
Important Tools for Loyalty
Building Loyalty
“Interactive” Website
Videos
Email Auto-Responder
E-Newsletter
Webinars
Blog
Social Media
Customer “Touch” Plan
Small Surprises
Complimentary Extras
“The Ultimate Question”
29. +
Important Tools for Loyalty
Measuring Loyalty
Customer e-Surveys
Employee e-Surveys
30. +
How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
31. +
Where’s the gap?
_____________%
_____________%
33. +
Building Block #3:
Your Organic Growth Machine
GOALS
1. Ask customers to purchase more from you
2. Ask customers to refer new business to you
3. Realize organic growth for your business
34. +
Building Block #3:
Your Organic Growth Machine
GOALS
1. Ask customers to purchase more from you
2. Ask customers to refer new business to you
3. Realize organic growth for your business
Grow Machine
Organic
35. +
Are you growing organically?
Are you getting referrals and
recommendations from existing
clients? (Y/N)
Are your current customers
buying more from you this year
than they did last year? (Y/N)
Can you quantify this growth?
(Y/N)
36. +
Important Tools for Organic Growth
Strategy to “Add More Value”
“Membership” Website
CRM Solution
Free Education
Affiliate Partners
Complimentary Products
Special Events
Networking
Volunteer Work
Sponsorships
Charity Contributions
37. +
How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
38. +
Where’s the gap?
_____________%
_____________%
_____________%
40. +
Building Block #4
Your Incremental Growth Mechanism
GOALS
1. Locate and convert new customers
2. Target profitable sources of new business
3. Create multiple streams of revenue
41. +
Building Block #4
Your Incremental Growth Mechanism
GOALS
1. Locate and convert new customers
2. Target profitable sources of new business
3. Create multiple streams of revenue
is m
Mechan
nta l Growth
Increme
42. +
Are you growing incrementally?
Have you identified your most
profitable current customers? (Y/N)
Have you identified your most
profitable sources of like-minded
new customers, a.k.a. your “ideal”
customers? (Y/N)
Have you identified your “low
hanging fruit,” i.e. your ideal
customers with the most pain? (Y/N)
Have you created multiple streams of
incremental revenue? (Y/N)
43. +
Important Tools for Incremental Growth
Strategy to Identify, Target and Reach “Ideal” Customers
Technology Solutions to Automate Systems and Processes
“Interactive” Website
Search Engine Marketing for Specific Keywords
“Split Test” Offers and/or Calls-to-Action
Educational Marketing
Affiliate Partners / List Building
E-mail Marketing
Direct Mail
Measurement Mechanisms to Track ROI
44. +
How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
45. +
Where’s the gap?
_____________%
_____________%
_____________%
_____________%
47. +
Building Block #5
The Fruits of Your Labor
GOALS
1. Gain unsolicited media attention
2. Be sought after by clients/vendors/employees
3. Be responsible with your position
48. +
Building Block #5
The Fruits of Your Labor
GOALS
The Reward 1. Gain unsolicited media attention
2. Be sought after by clients/vendors/employees
3. Be responsible with your position
49. +
Are You the Expert?
Are you sought after by
potential employees? (Y/N)
Are you sought after by
potential vendors? (Y/N)
Are you sought after by
potential clients? (Y/N)
Are you sought after by the
media? (Y/N)
50. +
Important Tools for Being an Expert
Speaking Opportunities
Writing Opportunities
Interview Opportunities
Affiliate Partner Opportunities
Strategic Partner Opportunities
Coaching Opportunities
Teaching Opportunities
51. +
How’s That Working for You?
Measure Your Performance…
What are you doing now?
Does this need attention? (Y/N)
How urgent? (A, B, C)
How important? (1, 2, 3)
What could you be doing?
How urgent? (A, B, C)
How important? (1, 2, 3)
52. +
Where’s the gap?
_____________%
_____________%
_____________%
_____________%
_____________%
54. +
#1) Support the Front Lines
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
55. +
#2) Build Client Relationships
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
56. +
#3) Retain & Gain Clients
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
57. +
#4) Generate New Business
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
58. +
#5) Be the Expert
List all A1 priorities
Who do you need to engage to get this in the end zone?
Approximately how much will this cost?
How much revenue will this generate?
How much money will this save?
59. +
Quantify the Impact
How much revenue can you How much money can you
GENERATE? SAVE?
Support the Front Lines Support the Front Lines
Build Client Relationships Build Client Relationships
Retain & Gain Clients Retain & Gain Clients
Generate New Business Generate New Business
Be the Expert Be the Expert
61. +
Your Own Marketing GPS
You now have everything you
need to reach your ultimate
destination.
If you get off course, your “Map”
will help you adjust your route
and get back on course.
62. +
The Need for Speed
How fast you go depends on
your commitment level (time
and money) as well as the
quality of the resources you
engage.
63. +
It’s Time to Drive
Want to accelerate your
progress:
Group Coaching
Personal Coaching
Webinars
Book / Workbook
DVD Training Series
64. +
Feedback
Please list the top 3 things you will do as a result of this workshop?
What resources do you need to engage to accomplish these goals?
What resources will you engage to accomplish these goals?
By when will you accomplish these goals?
65. +
Thank you!
Laura Capes
laura@motiveforgrowth.com