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Paving the Road to Success: A Marketing Strategy Workshop, by David Wilson
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Transcript of Paving the Road to Success: A Marketing Strategy Workshop, by David Wilson
Building a Strategic Marketing Plan
How to turn your Story into Strategy, then your Strategy
into Success!Delivered by
Delivered by
David Wilson, MBA*
Results-driven executive leader with 20+ years of experience at UPS & US Air Force Veteran
Business experience: business development, marketing, new product development, operations, and director level executive administration
Corporate innovator developing UPS’s new initiatives to work within the startup community
President of the Birmingham Chapter of the American Marketing Association (AMA), Vice President of the Board of Directors for the Central Alabama Food Bank, and the Board of Directors for the Nashville Business Incubator Center
Adjunct Faculty, Indiana Wesleyan University, Business Management
Angel investor with the Birmingham Angel Network
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What causes Blind Squirrel Marketing disease?Lack of Strategic Marketing…
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If you have one or more of these symptoms, you may have: Blind Squirrel disease…
Can’t articulate your company “Story”
Poor value proposition vs your competition
Don’t know your perfect customer
Activities don’t drive profitable growth
goals
Don’t have “SMART” tactical plans
Don’t measure your results with KPI’s* Key Performance Indicators
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The Cure: Develop Your Strategic Marketing Plan
Strategic Marketing:
The art and science of
developing a plan to
increase sales and/or
achieve organizational goals
Tactical Execution:
Specific initiatives taken to
achieve short term
objectives
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@dewMarketing Strategic Marketing Model
Your Story
External Market
Analysis
Internal Business Analysis
Tactical Marketing
Plans
Key Performanc
e measureme
nt
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It All Starts with Your “Story”
Understand what & who your organization
is all about
Mission & Vision
Brand Identity
Culture
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Why you exist
(the Cause)
Your Story: Mission & Vision
Desired end state
(the Effect)
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Brand Identity
(Your Promise)
Identify it and make
sure it supports
your “story”
Your Story: Brand Identity
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What type of organization are you?
Are you driven by sales, engineering, marketing,
customer service, operations?
Does every employee know it, live it, and love it?
Does your culture support your “story”?
Your Story: Company Culture
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The Power of Culture!
10 hours 29 Minutes
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The Power of Culture!
The best way to build a brand for the long term is by building, scaling, and sustaining a culture that reflects values you can truly commit to.
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Turn your Story into Strategy
Key Elements - Internal & External Analysis
Product/Service
Competitive review
Target Market
Business Goals
Sales planning
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Product/Service Analysis
How does your business solve a problem?
Competitor differentiation
Pricing & profit positioning
How do you deliver an experience?
People, guarantees, packaging, brand
promotion, special touches, etc.
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Target Market Analysis
Market Size: How big is the market?
Demographics/ Geographic location
Age, race, sex, marital status and children, Income level, etc.
B2B: Ave company size, years in business, industry, number of employees, average sales, etc.
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Target Market Analysis Purchasing habits
How much do they spend on your type of product or service?
Customer Segmentation Analysis
Profit per customer
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Conduct Target Customer Research
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Business Growth Goals
Determine profitable growth goals
By product/service, target market,
geography, etc.
Conduct regular reviews, adjust accordingly
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Turn your Strategy into Tactics
Key Tactics:
Website
Social Media
Inbound
Content
Traditional
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Website Marketing
Design and content evaluation Search Engine Optimization (SEO)
Process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines
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InBound Marketing
Attract (Strangers) Social Media
Twitter, Facebook, Linkedin, Pinterest, etc.
Video YouTube, Vimeo, etc
Email Marketing
Keywords
Tradeshows
Convert Visitors Forms / Calls-to-Action
Landing Pages
Close Leads Email / Face-to-Face / Phone
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Content MarketingThe Key to a successful inbound strategy
Publish Educational Content to build trust and educate
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Strategy Performance Start, Stop, or Change Tactics…
Key Performance Indicators (KPI’s)
Closed Deal$!
Qualified / Accepted Leads
Meetings w/ Sales
Traffic / Page Views / Time Onsite
Content Downloads
Inbound Links / Page Rank
Fans / Followers
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Let’s Connect!
Marketing Insights Follow me @dewMarketing LinkedIn – dewMarketing Instagram – dewMarketing1