January 2016 Las Vegas, NV Thanks for attending today’s ... Expo... · “Using the Marketing...
Transcript of January 2016 Las Vegas, NV Thanks for attending today’s ... Expo... · “Using the Marketing...
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Using the Marketing Funnel To Outperform the Competition
Cliff Quicksell, Jr., MAS+ President & CEO Cliff Quicksell Associates
301-717-0615
January 2016 Las Vegas, NV
Thanks for attending today’s presentation
cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Introductions and About Today… Marketing Funnel Summary and Introduction Internal & External Analysis of Your Plan Your Client’s Marketing Objectives Your Client’s Marketing Strategy in Action Planning Your Client’s Marketing Tactics Implementing Your Client’s Marketing Strategy Tips for Utilizing the Marketing Funnel Three Relevant Case Histories Revealed Moving forward and Seeking Help
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Would you embark on a journey without a map? Build a house without a plan?
What if you had NO GPS and a bridge was out, where would you go? What is the next turn in your marketing, where do you go, how will you get there? If the market shifts (and it will) how prepared are you for that shift? What are the “weather” conditions? Does it matter?
Have a Plan to Navigate the Waters…
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Challenge : Cur rent Business Climate Clients & Prospects…
• Younger • Busy • Budget Conscience • Bombarded • Work Remote • Tech Savvy • Scrutinized • Held Accountable • Decision by Committee
What do/will you do to address these challenges?
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Challenge : Coded Pricing Exposed
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Consultant – n. 1. One who gives expert or professional advice. 2. One who consults another. Professional – adj. 3. Performed by persons receiving pay 4a. Possessing great skill or experience in a field or activity.
In other words, “get paid for your expert advice!”
Definition of a Consultant
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Methods to Grow your Business
Acquisition
What are in your plans?
Current Clients
Prospects & Referrals
Former Clients
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Vertical and lateral markets defined
• Segmented by Industry • Classified ~ A-F • Divisions • Internal Departments
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Client Education Collegiate Healthcare Insurance Sport & Fitness Government Non-Profit Religion Finance Construction
Legal Automotive Manufacturing Agriculture Oil & Gas Hospitality Entertainment Aviation More….
Segmentation
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Client Classification…your ideal client A
__________________________________________________________________________________________________________________
B __________________________________________________________________________________________________________________
C __________________________________________________________________________________________________________________
D __________________________________________________________________________________________________________________
E __________________________________________________________________________________________________________________
F __________________________________________________________________________________________________________________
What value do you place on each of these areas?
What would your marketing efforts look like?
Why is this important?
If an “E” client called, would you pick up the phone?
Take a Hard Look
(Refer to Sheet)
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Know Your Market, Where do I go?
Points to discuss… • What are vertical and lateral markets • Who are they, who are the players • Why should we look at this strategy • Where can I find this information • How do I market to these groups
What brought me to this point?
Marketing Vertically and Laterally
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
What are they; who are the players Broad Vertical Markets Broad Lateral Markets
• Hospitality • Financial • Medical • Aviation • __________________ • __________________ • __________________
• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Narrowing your field…vertically Financial
Credit Unions
California
Southern California
With > 5 branches
> 1000 members
Bi-lingual
Broad Vertical Markets • Hospitality • Financial • Medical • Aviation • __________________ • __________________ • __________________
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Narrowing your field…laterally Human Resources
Diversity
Training
Attrition
Recruitment
Retention
Benefits
These are the PAIN POINTS
Broad Lateral Markets • Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Combining the Narrowed Fields Human Resources
Diversity
Training
Attrition
Recruitment
Retention
Benefits
Medical Legal Financial
Common Thread
Types
Specialization
Size
Culture
Combining the two further segments
your potential market …this level of
segmentation delivers the laser focus
market attention that clients are looking for …this creates a sense
that you are a credible expert.
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Develop a Strategic Targeted List
Sources www.UpWork.com
www.rentacoder.com www.freelancer.com
www.guru.com/freelancers
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
• The way most distributor and suppliers sell • Most end-users perceive our product as “stuff”! • The cute catchy names – trinkets and trash • Low value - no value, lack of loyalty • Expenditure; sometimes viewed as unnecessary • Commodity based • Very frustrating, generally price only
Your job is to change your mindset, then the mindset of your client!
Product Sales
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
• Ask the right questions • Define objectives, desired results • Evoke excitement • Develop theme, Define budget • Create a plan of execution • Track results, record reactions
Idea: Create a separate file for each client program In order to track the results on a continual basis.
Program or Campaign Development
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Ties directly to the Discovery Brief… Interviewing, Discover y & the Process…
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
• Average 65%+ Appointment Rate • Over 8,000+ sent to date • Some clients have begun requesting using these
Example of a Successful Marketing Campaign
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
The Role of Statistics
Trade Show exhibiting and attendance factors
Where do you get stats?
• Trade associations - banking • Industry trade journals, publications • Internet EXAMPLE
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
• 46%+ Referral Rate • 100 targeted • Excellent response rate
Example of a Successful Marketing Campaign
Bear in a Cast
Understanding and Tapping into the Emotional Tr iggers
What emotional triggers may a referring doctor have?
Tap into those, and you have a winning concept!
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
“Creative Brand Marketing” Campaign
If you say your different…
Be Different!
Theresa Gonzales - Stay Visible, LLC.
Focused Targeted Rewarding Profitable
Implementing & Tracking Your Efforts
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Final Thoughts and Questions… Know your clients Help your clients do the same Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Connect with Cliff on…
Sign up for his weekly marketing blog…
cliff@ QuicksellSpeaks.com ~ www.QuicksellSpeaks.com
301-717-0615
“Using the Marketing Funnel to Outperform the Competition”©2014 Cliff Quicksell Associates
Using the Marketing Funnel To Outperform the Competition
Cliff Quicksell, Jr., MAS+ President & CEO Cliff Quicksell Associates
301-717-0615
January 2016 Las Vegas, NV
Thanks for attending today’s presentation
cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com