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Stretch your marketing resources with the P.L.O.W. method
- 1. Tackle Your Marketing TO-DO List with P.L.O.W.
- 2. Biggest Challenges Getting Everything Done by Yourself http://www.marketingprofs.com/charts/2015/26859/the-most-effective-marketing-strategies-for-small-businesses#ixzz3j0LsGye2
- 3. –Audrey II, Little Shop of Horrors “No sh*! Sherlock.”
- 4. Energy, Ideas & Passion are Not Enough Spark: Vision & Risk Management Discipline Leadership: Maintain & Grow Delegate Evolving businesses require the development of systems, procedures, and processes if they want to grow. Sole Decision-Maker Disciplined Manager The Business Book: Big Ideas Simply Explained
- 5. Don’t Get Lost in Tactics It’s Knowing Which Ones to Use
- 6. Organize Your Wishlist Drivers ID Objectives QuantifyClarify
- 7. Drivers Motivators, Influences, Forces, Problems Internal (Your Time & Money) External More money More personal time More time on what I like -- less on what I don’t Better working environment Industry Marketplace Competition Market Trends
- 8. Video Company X “Drivers" “I want to move my business to the next stage. I’ve hit a plateau. I’d like to...” Find a niche Acquire bigger clients Find a commissioned salesperson Get an admin Create videos for clients’ social media marketing
- 9. Identify the Objective image designed by freepik.com Bigger Clients Niche Commissioned Salesperson Admin Social Media Videos
- 10. Clarify & Quantify Vague Objectives are Not Attainable Who How Many? Demographics, Geography? How many do you need? B2B: Size? Industry? What’s your capacity? Needs, concerns, problems, pain points, behaviors? Timeframe? A worthy objective? Can you “afford” to acquire them? Profitable?
- 12. Marketing Isn’t Just Promotions Products and services you offer How you deliver them Acquiring new customers Communicating with existing ones
- 13. The P.L.O.W. System Promotion Getting the Word Out Logistics Efficiency Opportunity Improvement Work Mining & Maximizing
- 14. Video Company X Categorize “I want to move my business to the next stage. I’ve hit a plateau. I’d like to...” Find a niche Acquire bigger clients Find a commissioned salesperson Get an admin Create videos for clients’ social media marketing Objective OPPORTUNITY OPPORTUNITY LOGISTICS LOGISTICS
- 15. –Unknown, but a great question. “What have we missed?”
- 16. P.L.O.W. Helps Identify Gaps MISSING! Commissioned salesperson Get an admin Find a niche Do videos for clients’ social media MISSING! P L O W Build awareness Ask for referrals
- 17. Don’t Assume Question & Evaluate Options Objective PLOW Possible Solutions Questions (W’s) Acquire bigger clients P Build awareness Is lack of awareness the problem? How would we know? How would we make them aware? L Commissioned salesperson Viable solution? Do they exist? L Hire admin Can I afford it? What will they do? My time? O Find a niche Why? How? New, existing, differentiation? O Create videos for clients’ social media marketing Will clients care? Which ones? Will it lead you to bigger clients? How? Will your current customers want them? Will they pay? How much? Profitable? W Ask clients for referrals Have you? How will you? What’s your process?
- 18. Prioritize Easiest to Execute Short Term vs. Long Term Most profitable
- 19. Product-Portfolio Matrix (BCG) Existing Customers New Customers Existing Products 1 New Products 4 Easiest Hardest Videos Awareness $$$ $
- 20. Your Blueprint Acquire Bigger Clients P.L.O.W. Planner PLOW Goal (Q) Calendar/ Runway Metric or Results/ Tools P Build awareness with X number of people Q1/ 3 months Increased website traffic/ Google Analytics L O Create videos for clients’ social media marketing Q2/ 6 months Packages designed/ described/priced W
- 21. Identify Tasks Strategy ActionsTactics Prioritized Solutions • Build awareness for existing products with new customers • Create videos for social media marketing
- 22. Divide & Conquer “Divide each difficulty into as many parts as is feasible and necessary to resolve it.” – Rene Descartes
- 23. Goal: Build Awareness Get from A --> B Promotional Mix Website Personal Selling Advertising Public Relations Strategy Improve Website Visibility Get to know decision- makers Drive website traffic Demonstrate expertise Tactic Improve keyword usage Attend target networking events Google Ads Put blog posts on Linkedin Task/Action Research keywords List local events and sign up Research Adwords expert Create editorial calendar Media Strategy Matrix
- 24. The P.L.O.W. Mindset Set realistic objectives - keep your eye on the prize Make decisions that yield efficiency & effectiveness Be accountable Develop repeatable processes - leverage cloud technology Track results
- 25. P.L.O.W. Management Kit 20,000’ A-->B: Tactics, Target, Media Accountability Performance
- 26. Now It’s Your Turn 1. Create a wishlist 2. Identify the objectives and quantify (plug into Planner) 3. Vet out everything else. What’s missing? Weigh the options. Prioritize. 4. Select strategies and tactics (plug into Strategy Matrix) 5. Create a list of actions for every tactic (plug into Scorecard) 6. Execute (the Scorecard will keep you accountable) 7. Measure business performance (with the Tracker)
- 27. Free & Low-Cost Tools Contacts, Leads, Sales Pipeline, Project Management Website data Performance dashboards Strategy/communication
- 28. © copyright Block Media LLC 2015 Trademarks and images are all owned by their respective owners. A Big Picture Approach to Small Business™ 206-335-5929 info@blockbeta.com blockbeta.com Get free resources: blockbeta.com/plowresources Thank you.