FOCUS3

Marketing in a modern market

How to Capture Mindshare and Sell

Eric PorperFocus3, Inc.

Eric Porper is the President of Focus3, a sales and marketing technology company. Eric started his first internet marketing company 20 years ago helping business create websites to drive sales goals. He led development of one of the first email marketing apps, Homing Pigeon, in the late 90’s and provided sales and marketing strategies to global businesses, such as Mindspring/Earthlink, AmericasMart, and JETRO Atlanta. Prior to Focus3, Eric helped lead marketing strategy for Allscripts, a public healthcare software company, shifting them to a modern marketing strategy with an automated and personalized approach. Additionally, he led a sales and marketing focused CRM, Morsel, to $1mm in VC funding in 2013.

What We Will Cover

1. Sales and Marketing Recap2. Sales and Marketing Funnel3. What is Mindshare4. How does Mindshare relate to

you?5. Three elements to capture

Mindshare

Sales and Marketing

Marketing and Sales

Doesn’t Marketing Exist to Drive Sales?

Marketing and Sales

YES!

Marketing and SalesMarketing is “one to many” Sales is “one to one”

VS.?

Marketing and SalesMarketing is “one to many” Sales is “one to one”

Marketing

Marketing Overview

• Email Marketing• Social Media• Website• SEO• Pay Per Click• Retargeting Ads

What are you doing?

• Tradeshows• Event Driven Marketing• Direct Mail• Offline Advertising• Billboards• Call Campaigns

Marketing Overview• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media

Sales

Sales Overview

• Email• Phone• Tours• Events• ?

What are you doing?

Sales Overview

• Email• Phone• Tours• Events• ?

• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media

Mindshare

Mindshare?

Mindshare relates generally to the development of consumer awareness or popularity, and is one of the main objectives of advertising and promotion.

When people think of examples of a product type or category, they usually think of a limited number of brand names. The aim of mind share is to establish a brand as being one of the first that comes to mind.

Isn’t that for transactional products?

It’s even more important to you

Social Clubs Active Fine Dining

Shopping Sporting Nature

How do I do it?

The Three Elements

Brand Marketing

Consensus Marketing

Lead Nurturing

Brand Marketing

Brand marketing influences the decisions of a variety of customers, including both end consumers and businesses.

It’s the number one influencer for retirees making a lifestyle choice.*

*I made up that statistic BUT…

Brand Marketing

Baby Boomers are 80% more likely to make a lifestyle purchase from brands they relate to. That includes real estate.

Brand Marketing

Where do I begin?

Brand Marketing

Know your story. Tell it in everything you do.

Its not just a history. It’s the way the history, location and lifestyle come together. It’s reflected in everything you do from the website to the on site tour.

Brand Marketing

Elements of a story

1. History of land/location2. Lifestyle(s) representation3. Compelling future4. Tagline Definition5. Relates to buyer profiles

Brand Marketing

Develop Creative Guidelines. Don’t stray from them

The most effective communities are consistent in the way they communicate. Consistency is much, much more important than volume. Consistency is easy with clear guidelines.

Brand Marketing

Develop Creative Guidelines. Don’t stray from them

Define general usage guidelines of logo, colors, and even words. This isn’t something for big brands only.

Brand Marketing

Develop a communications plan

Ex. Weekend EventSend initial invitationSend unique second inviteSend final callEnd.

Consensus Marketing

What in the world is that?

Consensus Marketing

Basically: Marketing to all stakeholders needs and concerns in order to get them to reach a common buying decision – your community!

Sales does this! Why doesn’t marketing?

Consensus Marketing

Sales does this! Why doesn’t marketing?

Consensus MarketingMarketing is “one to many”

THIS IS WHERE IT (mostly)

HAPPENS!!!!!

Consensus Marketing

I don’t want to lose leads before I have a chance!! What do I do?

1. Brand Marketing2. Segment your database in a smart way.3. ….

Lead Nurturing

It’s a fundamental part of selling real estate.

Lead Nurturing

1. They want to be informed, not sold2. They want real trust3. They are crunched for time4. They have adopted technology but technology is an extension

of a relationship, not used in lieu of one.5. Want Optimism.

Lead Nurturing

• It’s also referred to as drip marketing• Its 1:1 • It’s personal• It’s one of the most powerful tools in the toolbox• It should be automated as much as possible

Ensuring prospects are getting the information they need and want, when they need it.

Lead Nurturing

1. They want to be informed, not sold.

2. They want real trust. 3. They are crunched for time. 4. They have adopted technology but

technology is an extension of a relationship, not used in lieu of one.

5. Want Optimism.

9%Of email

addresses expire each month

Of your prospect DB

expire annually

25%

Lead Nurturing By the numbers

50%more sales-ready leads

when nurtured

Increase in purchase size for nurtured lead

Less cost per sale for nurtured leads

33%

Self-ResearchHAS CHANGED THE

ECONOMICS OF INDUSTRY

10+marketing touches from the time they enter the top of the funnel until they’re a

closed-won customer.

EVER-EVOLVING

MarketingChannels

Estimated

47%

Mindshare

How to Capture Mindshare and Sell

What are you doing?

• Billboards• Tradeshows• Website• SEO• Pay Per Click• Offline Advertising• Email Marketing• Retargeting Ads• Direct Mail• Event Driven Marketing• Call Campaigns• Social Media

How to Capture Mindshare and Sell

What are you doing?

• Define your brand• Nurture your leads• Get Consensus• Build Relationships

Thank You!

Questions?

FOCUS3

To Learn How We Can Help YouFocus3, Inc.2500 Regency ParkwayCary, NC 27618(888) 736-2873info@focus-3.com