Business Swap 2009
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Transcript of Business Swap 2009
How to position for growth
TEC WorkshopDate
Who is Jane Toohey• BSc Computer Science• Advertising at NSW• Managing Director Emery Vincent• Founder of a National consultancy Marketing Angels 7
years• Director Mini Movers• Advisor to other growth businesses• TEC Resource Speaker• 2 children Liam (11) and Sophia (8)
Secrets Exposed Series
• Invited to write a chapter of this book
• Each chapter is focused on a different element of a marketing strategy
• Chapter focused on the ideal client
• Note the challenge for the workshop (best positioning gets a copy)
This session• To have everyone clear about the definitions around the evolution of
the 4 Ps to the 4 Es • To discuss the appropriate use of different forms of marketing, what
marketing really is, and be sure everyone understands where other aspects of marketing can be more effective in which context
• To discuss various tactics to turn leads into real business• To show how to put together a gun sales team• Have everyone leave clear on their positioning in the market and with
some tools that can be implemented in their business.
Format• What are the 4 Es, I thought it was the 4Ps?• Defining your ideal customer – why?• Agreeing key messages • Developing your positioning• ‘Mini workshop’ using one attendee’s business to develop
a positioning for growth• Effective conversion of leads into sales• Finding the right sales team.
Is marketing communications effective?
• Marketing is not just advertising– That is one tactic!
• Traditionally it is about– Product– Place– Price– Promotion
• Now it is…..
4 Ps now become the 4 EsThe vast integration of technology and
marketing has given control to the consumer. This has forced a fundamental change where:
Product becomes ExperiencePlace becomes EverywherePrice becomes ExchangePromotion becomes Evangelism
Building growth is a processRESEARCH THE MARKET Clients Prospects Competitors Staff
BRAND & POSITIONING Develop your current brand and positioning or create one
STRATEGY & PLANNING Create Marketing StrategyCreate Business Development Plan for Growth
IMPLEMENTATION IS KEY• Develop and implement a tactical plan to achieve the objectives outlined strategically
SALES & CRM Develop effective sales processes to convert leads and opportunities created by activities
REPORTING & TRACKING Develop an effective reporting process to measure effectiveness and assist with future plans and organisational capacity
TargetingYou must define the Ideal Client
• Build a detailed profile of the target clients• Get to know their likes, wants and needs• Define their listening!• This focuses the marketing spend, it does not
restrict it, and controls the selling messages• It has everyone in a business clear on
who they are marketing/SELLING to!
The Chocolate Bliss
• One client spends $1000 on chocolate gifts for all their clients
• One customers pops in for a $5 chocolate block– Which one will you spend money marketing to?
Everyone loves Chocolate!
Focus on the brand and positioning
Take a holistic approachthe brand, the positioning and
the product.the brand = the business
What is a brand?
• A name, term, sign, symbol or design, or a combination of these.
• Powerful brands create strong customer loyalty• Customer loyalty provides much protection
against competitive activity.• A brand is a promise to deliver.
What’s in a name?
• Desirable qualities for a brand name:– Suggest product benefits/qualities– Easy to pronounce, recognise and remember– Distinctive– Capable of registration and legal protection– Capable of translation into foreign languages– Flexible and future proof.
SFL Steel Foundations
Is it limiting?
Their promise:Partnership& Integrity
Why create a positioning statement• A clear positioning across all marketing, saves
time and money in developing communications tactics
• More effective communications through consistent, cohesive and differentiated messages
• Builds market awareness• Enables advocacy and referral• Helps achieve the company's desired
sustainable leadership position.
Some more examplesPositioning (building a brand)• Ad Instruments – making science easier• BodyTrack – committed to your health and fitness• Austmortgage – creating a new finance culture• Village Roadshow – a great time anytime
Taglines (statement of a brand)• BMW – sheer driving pleasure• VB – for a hard earned thirst• Jeans West fits best• Aussie Home Loans – we’ll save you• Hungry Jacks – the burgers are better at Hungry Jacks• Avis – we try harder
Just do it (the brand)
Desired positioning
• How do you want your target market to perceive you
• What position in the market do you want to own
• What is your promise to the market…?
– Break out session
Bringing the built environment to life!
Brand hierarchy
Sustainable ConstructionSustainable DesignSustainable Landscaping
Use some tools to help such as the brand pyramid• Attributes
– Of the brand
• Emotional Rewards– To being in relationship – with the brand
• Personality– Or brand values
• Benefits– Of the brand to the
clients
• Values– Of the target clients
Brand Essence
Personality or brand values
Values of customer
Emotional Rewards
Functional Benefits
Attributes
Brand PyramidFinancial Planner
Brand Essence sample: Smart wealth creation, low risk
Reliable Trust worthy
InnovativeSmart
Risk averse, busy, Knowledgeable investor
Time poor, entrepreneurial
Security, empowering, future vision, security
Wealth, quality returns, no hassles , save time
value add, technically superior, risk management,knowledge
Creating an IdentityThe visual part!The look, the creative execution, how:
Emery Vincent Design the bestSmaller inhouse teamOdesk the world
Consider the past and strive into the futureDevelop the creative brief from the strategyThen consider what materials need to be
developed?
Consistent effective communication
• Brand is implemented across all tactics• Adapt the piece to the target market
– Direct Mail– Websites– Social networking, blogs, twitter etc– Public Relations– Advertising – Promotions– Outdoor
15% response potential clients
15% response with current clients
25% response with current clients
2% response potential clients
Tracking
Publicity used to educate & create awareness
Direct Marketing needs great copywriting
Advertising
Delivering marketing that works
WebsitesCustomers need to know about them
SEMSEOBannersLinksSocial networking
Online Communities
Make the Brand work for the Business
• Consistency at each ‘moment of truth’• Develop strong guidelines and rules and
stick to them• Complete an internal training session, get
everyone saying the same thing!• Continue to review the market, their
listening and hence your positioning.
Making the positioning work
• Aim to reflect today's reality and help move the company toward it's sought after, achievable, differentiated sustainable leadership position.
• Claiming to be "the leader" does not make it so. Actions speak louder than words, so follow through with the promises of the brand.
Key Messages
Support the positioning• What do you want to be known for?• What is the customer experience?• What listening are you speaking into?• What are the needs of the target market?• Then what do you need to say?• What is the emotional commitment needed
from the customer?
Now you have plenty of leads
• How do you convert them?• You need a great sales team• A 90 day business development plan• Identified customer touch points• A CRM system
What makes a great sales person
• Empathetic• Ego-driven• Handles rejection well• Strong desire to succeed• Commitment to not taking the easy way out• Outlook or attitude• Responsibility for results
Types of sales people
• Hunter• Closer• Relationship seller• Short / long sales cycle• Top Executive
How do you identify them?
• Profile the type of sales people you need• Search• Qualify (can be done online by themselves)• Assess• Test• Interview
Plan for growth not the status quo
• Build a contacts database and CRM• Write a cut through first sales letter• Script the follow up telephone call• Train the sales people in managing an effective first sales call• Write templates for great follow up letters and quotes• Follow up telephone calls must be made and diarised• Regular staying in contact processes
• This may seem straight forward but following the process diligently is the key.
Thank you
• Any questions?
• Handouts