Fast Track Sales & Marketing Workshop
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Transcript of Fast Track Sales & Marketing Workshop
DRIVING HOME EXCELLENCE
FAST-TRACT Marketing Workshop
CHERYL SENKORELATIONSHIP & MARKETING MGR
26001 Aurora Road * Bedford Hts., OH 44146TEL: 440.374.4000 CELL 440.227.8820
EML: [email protected]
SECOND LOCATION AT:4182 Mayfield Road * South Euclid, OH 44121 TEL: 216.381.7686
Introducing Cheryl Senko
FAST-TRACK Marketing Systems
• BA Communications & Public-Relations from Baldwin-Wallace
• 15+ years of experience in the Automotive Aftermarket
• 10+ years of Small Business Experience
• Marketing & Training Professional
About Mayfield Collision Centers
Full service body shop that specializes in collision repairs Family owned and operated since 1989
FAST-TRACK Marketing Systems
www.mayfieldcollisioncenter.com
Workshop GoalsLearning Objectives
• 9 Steps to create a Fast-Track Marketing System
• Capitalizing Social Media & Internet resources
• Understanding fundamental Multigenerational Marketing
Welcome to Boot Camp!
FAST-TRACK Marketing Systems
FAST-TRACK Marketing Systems
Rough Waters?
FAST-TRACK Marketing Systems
Rising Consumer Expectations
Shrinking Market
Tough Economic Conditions
Competition
Shrinking pool of qualified employees
CHANGE!
Whirlwind Mentality
• Technology changes EVERYTHING
• Things are never going back to the way they used to be
• Nothing is more certain than CHANGE
• Time is the new currency
FAST-TRACK Marketing Systems
4 Unshakable Truths
Agenda• 9 components of the FAST
TRACK• Social Media & Internet
Trends• Exploring Multigenerational
Marketing
FAST-TRACK Marketing Systems
9 Steps to Create a FAST-TRACK Marketing System
What is Marketing?“Marketing is EVERYTHING you do to promote your business from the moment you conceive of it, to the point at which customers buy your product or service and begin to patronize your business on a regular basis.”
FAST-TRACK Marketing Systems
Source: Conrad Jay Levinson, Guerilla Marketing
Goal: Differentiation• Distinguishing your
business from the competition
• Making your business attractive to a target audience
• Delivering value in the eyes of your customer – WIFFM?
FAST-TRACK Marketing Systems
Step 1: Identify & Examine Market Trends
• Industry publications• News Feeds• Facebook Pages• LinkedIn• Internet Web Sites• Sales History of your
Company
FAST-TRACK Marketing Systems
FAST-TRACK Marketing Systems
Shrinking Market
Increasing Customer Demands
Aging Fleet
Fewer Accidents
Shrinking pool of qualified
technicians
Insurer Consolidation
Complex Vehicle Technology
Step 2: Create a “Manager of First Impressions”
• Who will lead your marketing initiative?
• Dedicated Time• Team Support• Industry Knowledge• Self Driven• Defined Budget• Comfortable with
Internet/Social Media
FAST-TRACK Marketing Systems
Primary Focus of Job = Marketing, otherwise they’ll just be overwhelmed
Step 3: Who is your Customer?• Don't make the mistake of
marketing your product or service before you've defined your customer or client
• Who pays the bill?• Think of your "ideal" client
or customer as a person. • Visualize him or her in
detail. "See" what he or she does, thinks, and wants– Generational Marketing
Considerations
FAST-TRACK Marketing Systems
Consumers
Insurance Partners
Claimants Policyholders
Dealer
Internal Dealer Work
Dealer Customers
Mayfield Collision Centers
Goal: Create WIIFM Benefits for all parties, define those benefits in terms your
customer will understand
Step 4: Conduct a Competitive Analysis
• SWOT Analysis– Strengths – what do they
do well?– Weaknesses – what
makes them vulnerable– Threats –how are they a
threat to you?– Opportunities – What
opportunities exist for your competitors?
FAST-TRACK Marketing Systems
Sources of Competitive Intelligence
• Former Employees• Vendors• Industry news articles• Competitors’ web
page• Shared Customers
FAST-TRACK Marketing Systems
SWOT Example – ABC Collision• STRENGTHS
– State-of-Art Facility– Positive Industry Press– Contractual Dealer Relationships– Convenient Location
• WEAKNESS– High employee turnover– Poor Insurance Relationships– Negative Cash Flow– No social media presence
• OPPORTUNITES – Increase referrals from dealer relationships– National franchise opportunities– Strong alliances within Industry– Speaking/Presentation opportunities
• THREATS– Increase in costs of doing business– Lack of talent to maintain customer quality
controls– Negative perception from insurance partners– Inconsistent Quality of Repairs FAST-TRACK Marketing Systems
How could MCC differentiate ourselves from this competitor and capitalize on their weakness?
SWOT Example – Differentiation• STRENGTHS
– State-of-Art Facility– Positive Industry Press– Contractual Dealer Relationships– Convenient Location
• WEAKNESS– High employee turnover– Poor Insurance Relationships– Negative Cash Flow– No social media presence
• OPPORTUNITES – Increase referrals from dealer relationships– National franchise opportunities– Strong alliances within Industry– Speaking/Presentation opportunities
• THREATS– Increase in costs of doing business– Lack of talent to maintain customer quality controls– Negative perception of insurance partners– Inconsistent Quality of Repairs
FAST-TRACK Marketing Systems
ABC Body Shop
• STRENGTHS - Differentiate– Promote awareness of facility and staff training– Promote use of eco-friendly products– Offer on-line status updates to customers– Create and submit positive press releases to
industry publications
• WEAKNESS – Capitalize Upon– Recruit ABC’s best employees– Maintain strong Insurance Relationships– Run an economically sound business
• OPPORTUNITES - Differentiate– Create an easier relationship for dealer partners –
no contract required– Build stronger awareness of MCC within industry– Seek opportunities to grow business in home
market
• THREATS – Capitalize Upon– Share customer testimonials– Create a strong Social Marketing Campaign– Create and sustain internal quality controls Mayfield Collision Centers
Step 5: Document your VALUES• Marketing Plan’s foundation
should represent the VALUES that your business is built upon
• Communicate your values to staff, customer & partners.
• Ensure that your IMAGE truly represents the Values of your organization
• Consistently promote Values throughout all marketing messages
FAST-TRACK Marketing Systems
Step 6: Create Program Elements• PowerPoint presentation that summarizes value proposition of your product• Stickers, ads, social media utilization• Idea bank of specials, sales, promotions that you can run to support program
elements• Focus on BENEFITS for your customers, create a WIIFM
– People buy BENEFITS not FEATURES
• Test program elements with key customers and employees
FAST-TRACK Marketing Systems
Once you’ve defined your program elements, package the program through printing, copy writing, web design, and other support materials
Mayfield Collision Centers’ Values• Create a win-win situation for all parties – the customer, our
employees, insurance partners, vendors, and MCC• CARE for our Customers
– Try diligently to create an extraordinary customer care experience– Pro-actively keep customers informed on the status of their vehicle’s
repairs– Create a hassle-free collision repair process
• Be recognized as the Employer of Choice within our markets• Be a good corporate citizen
– Reduce impact of environmental footprint– Be involved and support the community
FAST-TRACK Marketing Systems
Step 7: Establish Time Lines & Benchmarks• Define your Budget• Establish goals
– Increase gross sales by 25%– Create Facebook page with 100
LIKES– Provide consistent message
throughout all internet directories
– Hold 2 open house events for key partners
– Capitalize on 5 community support opportunities
• Benchmark often and early
FAST-TRACK Marketing Systems
Step 8 – Execute and Build AwarenessRepeat, repeat, repeat the message, it will take much longer than you think!
FAST-TRACK Marketing Systems
Step 9: Monitor & Adjust
• First try is whatever, second try will be better
• Don’t be afraid to modify your plan to fix something that’s not working or take advantage of a sudden opportunity
• Remember to benchmark the performance of your campaign
FAST-TRACK Marketing Systems
The 9 Steps to create a FAST-TRACK Marketing System
1. Identify & Examine Market Trends
2. Create a “Manager of First Impressions”
3. Define who is your customer4. Conduct a competitive analysis5. Document your company’s
values6. Create Program Elements7. Establish time lines &
benchmarks8. Execute & Build Awareness9. Monitor & Adjust
FAST-TRACK Marketing Systems
Are you on the fast-track like this Sherwin-Williams racer?
Social Media & Internet Trends
The 21st Century Consumer
FAST-TRACK Marketing Systems
FAST-TRACK Marketing Systems
Social Media proliferation
1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2012
PartyLines
EmailListservs
DiscussionForums
1st personalwebsite
Web is bornTim Berners-Lee
Classmates.com
1st SocialNetworking
site
i2GO
Justin Hall1st Blogger
MP3Podcasts
RSS
WardCunningham
Father of Wiki
When the medium becomes this big….Brands
jump in…
Scal
ing
to th
e m
asse
sEvolution of Social Media
Connecting, Communicating, Engaging, ConversationConnecting, Communicating, Engaging, Conversation
Social Media Reality Check
FAST-TRACK Marketing Systems
65% of online consumers use social media at least once a day61% are researching products/services to purchase36% depend on social media to help them with purchase decisions70% believe companies involved in social media are working to keep their business
Source: CNW Group/Leger Marketing, Social Media Reality Check survey, March 2009
Social Media Reality Check
FAST-TRACK Marketing Systems
85% of social media users believe that a company should go further than just having a
presence on social sites and should also interact with its customers
79 % of companies on the Fortune 100 list are using social media as a marketing tool!
2.2 BILLION Internet Users by 2013
FAST-TRACK Marketing Systems
LIVE Social Media Demonstration
FAST-TRACK Marketing Systems
Let’s take a look at how Mayfield Collision Center uses social media and internet sites to promote our business.
Getting Started…
FAST-TRACK Marketing Systems
1. Create Your Social Media Strategy2. Engage Existing & Prospective Customers3. Get Your Message Across:
Promote additional products & services Expand into new markets Recruit new employees
4. Build and Manage Your Relationships Establish your brand position Encourage word-of-mouth marketing Provide opportunities for feedback
Goal: Staying Visible
FAST-TRACK Marketing Systems
• Fans• News Feed• Create deeper connection• Joining Events and Groups• Links to external sites• Connect with other professionals• Keeps you engaged with your customers• Consistent monitoring of posts and feedback
Multigenerational Marketing
Generational Marketing
Identifying generational distinctions provides an innovative framework for understanding individual differences. Marketing to distinct generations can lead to a competitive advantage for your organization.
FAST-TRACK Marketing Systems
Manager of First Impressions
FAST-TRACK Marketing Systems
Gen Xer
Gen Yer
Boomers
Matures
Become “Likable” to Consumers
FAST-TRACK Marketing Systems
• We’re Similar• Something in Common• Understand Their Worldview
– Generational Perspective
Not only do we tend to do business with people we like, we also do business with people that we believe are like us.
Stereotyping Caution
FAST-TRACK Marketing Systems
Grouping people based on year of birth is only one informative factor. Customers must also be viewed and understood as individuals with a multitude of diverse characteristics.
FAST-TRACK Marketing Systems
• 1965 -1976
• 1977 - 2000
• 1946 - 1964
• 1909 -1945
The Matures
Baby Boomer
Gen Xers
Gen Yers
FAST-TRACK Marketing Systems
• 45 Million
• 73 Million
• 80 Million
• 45 Million
The Matures
Baby Boomer
Gen Xers
Gen Yers
Sandwich Generations
FAST-TRACK Marketing Systems
People born near the end or beginning of the two generations are referred to as the Sandwich Generation.
Formative Impact
FAST-TRACK Marketing Systems
A Generation shares a common history and collective knowledge that help define who they are.
FAST-TRACK Marketing Systems
Significant Events Role Models Technology Education Media
Matures: Characteristics
FAST-TRACK Marketing Systems
1925-1945
• Self-sacrifice for greater good
• Conservative and loyal• Patriotic and civic
minded• Dependable and
reliable• Respect for authority• Delayed gratification• Strong work ethic
Boomers: Characteristics
FAST-TRACK Marketing Systems
1946-1964
• Optimistic concerning possibilities
• Believes in growth and expansion
• Pursues personal gratification• Work defines who they are• More liberal and idealistic• Internally motivated• Very competitive
Gen X: Characteristics• Taught to question authority• Appear disillusioned and
defensive• Self-reliant and resourceful• Individualistic and somewhat
cynical• Work-life balance a priority• Technology literate• Short time horizons• Informality
FAST-TRACK Marketing Systems
1965-1976
Gen Y: Characteristics• More self-focused than other
generations• Grew up cared for &
protected• Comfortable accepting
diversity• Civic & community minded• Group or team oriented• “Friends” with their parents• Technology driven!
FAST-TRACK Marketing Systems
1977-1994
How do you market to
these groups?
FAST-TRACK Marketing Systems
Matures: Marketing Approach
FAST-TRACK Marketing Systems
1925-1945
• Traditional communication styles
• Use of testimonials• Emphasize customer service
& quality• Use verbal communication• Emphasis punctuality• Recognize contributions• Let them hang-out!
Boomers: Marketing Approach
FAST-TRACK Marketing Systems
1946-1964
• Promote Quality-Speed-Cost• Convey they control the
relationship• Help them feel victorious
with solutions• Provide a very positive
experience• Present customized solutions• Use nostalgia in marketing• Use appropriate technology
Gen X: Marketing Approach• Promote clean professional
image• Provide clear and
appropriate details• Promote immediate
gratification• Treat customers as partners• Feature unique solutions• Peer-to-peer relationships• Offer low stress approaches• Be sensitive to special needs• Use appropriate technology
FAST-TRACK Marketing Systems
1965-1976
Gen Y: Marketing Approach• Capitalize on self-focused
marketing• Emphasis immediate
gratification• Focus on diversity• Provide unique solutions• Highlight “green” enviro-
friendly technologies• Relationships defined
differently• Technology driven
FAST-TRACK Marketing Systems
1977-1994
Always Remember…
FAST-TRACK Marketing Systems
• People’s final decisions are 85% emotional and 15% logical.
• As managers of first impressions, are you prepared to communicate with all 4 Generations?
FAST-TRACK Marketing Systems
Tomorrow’s Customer: Are You Ready?
Tomorrow’s Customer: Are You Ready?
THANK YOU!
FAST-TRACK Marketing Systems
CHERYL SENKORELATIONSHIP & MARKETING MGR
26001 Aurora Road * Bedford Hts., OH 44146TEL: 440.374.4000 CELL 440.227.8820
EML: [email protected]
SECOND LOCATION AT:4182 Mayfield Road * South Euclid, OH 44121 TEL: 216.381.7686