Marketing Strategies - Government Contractors
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SESSION #5: April 24, 2013 4pm – 6pm MARKETING, Bidding & Field Estimations Ms. JENNIFER SCHAUS + 1 – 2 0 2 – 3 6 5 – 0 5 9 8 [email protected]
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Transcript of Marketing Strategies - Government Contractors
SESSION #5: April 24, 2013
4pm – 6pm
MARKETING, Bidding & Field Estimations
Ms. JENNIFER SCHAUS+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8
AGENDA
* Background
* Presentation
* Conclusions
* Q & A
BACKGROUND Jennifer Schaus – Personal / Professional
* 15 + years DC resident
* Sold products & services
* Federal, State / Local Govt sales
* Consulting – B2B, B2G ◦ Marketing to Business
◦ Marketing to Government
BACKGROUND Jennifer Schaus - Consulting Services
B2B & B2G Clients
* Market Assessment* Business Plan
* ID Bid Opportunities* ID Teaming Partners
* Proposal Writing* Sales & Marketing
* Social Media Marketing - Press Release, Newsletter, Blogs, Linkedin, etc.
* Contract Vehicles – GSA Schedules* Government Certifications – 8a, VOSB, etc.
Marketing – for Government Contractors
Marketing – for Government Contractors
Marketing – What is it?
WIKI: Marketing is the process of
communicating the value of a product or service
to customers. It is a critical business function for attracting
customers.
Marketing – for Government Contractors
What is my Value-Add?(Why Buy From Me?)
* Solve a Problem * Do It Better* Cut Costs
* More Efficient / Effective / Easy
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ identify core company capabilities
* What do you do? be specific * What Industry
* Differentiator/s & Value-Add * Size & Designation
* Past Performance – govt if you have
Marketing – for Government Contractors
√ identify core company capabilities
Capability Statement1 page document
Primarily Text, Logo, one imageIndustry Codes w description
Registrations & Designations – DUNS, TIN, etc.Business Size
Relative Past PerformanceContact Info
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ determine company capacity
How Much Work Can You Handle? * Teaming, Partnering, JV, Sub-
Contracting * Financial Considerations
– payroll, govt pymt * Ramp Up Hiring, Staffing or
Production
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ develop a marketing plan
WHAT is your solutionWHO buys it
HOW much $ purchased – Agency Budget
WHEN is it purchased – sales cycle & fiscal year
HOW is it purchased – contract vehicles – bid requirements
Marketing – for Government Contractors
√ develop a marketing plan
* Competition - SWOT Analysis
* Incumbent intelligence – Contract Specific
* ROI – Company Budget & Time Frame
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ identify targets of opportunity
* Specific Agencies
* Specific Partners
* Specific Opportunities / Contracts
Marketing – for Government Contractors
√ identify core company capabilities
√ determine company capacity
√ develop a marketing plan,
√ identify targets of opportunity
√ make sales calls
Marketing – for Government Contractors
√ make sales calls
Marketing – for Government Contractors
√ make sales calls
Contact: Buyers, End-Users, Contracting Officers, Prgm Managers, Partners
Email: Be Brief – Add Value – Get Meeting
Meeting: Have a Goal – Demo – Incumbent - Next Steps?
Events: Networking, Chambers, Conferences, etc.
Marketing – for Government Contractors
Tips from Jennifer …
Start With Basics – DUNS, Vendor Registration, RFP notice
Industry Codes / Certifications / DesignationsBiz Cards, Email Signature, Brochures, Cap Statement
Diversification – B2B, B2G (Fed v State)
Competitors Can Be Partners – Choose Wisely
Marketing – for Government Contractors
Conclusions………….
Marketing = Necessary Component
Marketing Plan = Ever Changing Guide
Be Specific
Make it easy for buyers to find YOU!Make it easy for buyers to purchase from YOU! – ADD
Value
Marketing – for Government Contractors
What Questions Do YOU Have?
Marketing – for Government Contractors
Jennifer Schaus & [email protected]://JenniferSchaus.com+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8
