You Don’t Have to Go Broke to Have Great Marketing Presented by: Leslie Vickrey, President &...
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Transcript of You Don’t Have to Go Broke to Have Great Marketing Presented by: Leslie Vickrey, President &...
You Don’t Have to Go Broke
to Have Great Marketing
Presented by:Leslie Vickrey, President & Founder
ClearEdge Marketing
© 2009 ClearEdge Marketing. Confidential information.
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Premise for Today’s Call
To provide insights that will help you spend less on marketing while…
o Increasing the value of current investmentso Filling pipeline with strong, actionable
leadso Protecting and gaining market share
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Content
Who is ClearEdge Marketing? Marketing’s Recession Value: A History The Lesson, the Reality Five Proven Recession Marketing Tactics
Outline of each topic Real-world examples: Marketing in Action
Q&A
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Who is ClearEdge Marketing?
Outsourced marketing services provider offering extensive specialization in IT services and solutions
Clients include…
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Marketing’s Recession Value:
A History
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Marketing’s Recession Value
Companies that did not cut marketing…
o Doubled sales numbers by 1977o Tripled profits by 1977
Companies that did cut marketing…o Sales recovered to 50 percent by 1977 o Doubled profits by 1977
American Business Press study—1974-75 recession
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Marketing’s Recession Value
McGraw Hill Study—1981-82 recession Increased marketing spending resulted in…
o Higher sales during the recession o Higher sales in the three years after
the recession
2002 McKinsey Study 1,000 businesses from 1982-1999 Top performing companies increased
marketing spend during 1990-91 recessiono Outspent competitorso Recession budgets exceeded non-
recession budgets
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The Lesson, the Reality
The Lesson Not Marketing is Not an Option If you don’t market you will...
o Lose competitive groundo Delay your company’s recoveryo Put opportunities on hold
The Reality Marketing budgets, like everything
need to shrink Your option…
o Smarter marketing, less investment, greater return
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Five Tactics for Recession Marketing Sucess
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Tactic #1:List Development & Cold
Calling
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List Development & Cold Calling
Focus: A well-defined list of prospects grounds your efforts
Clarity: There is little guessing about who you are going after
Results: An accurate list quadruples the effectiveness of a cold calling campaign
Appointments: You won’t have an opportunity to get a meeting if you don’t call and ask for one
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List Creation & Management
Define your ideal client Size Location Industry Job function/title
Create a list to match your ideal client Purchase a list Build a list in house
Keep the list updated and growing
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Cold Calling Best Practices
Create voicemail/phone scripts Go for warm calls, leverage social
networking sites and reference a possible mutual acquaintance
Point to a newsworthy article Highlight a blog or press release on
their Web site Prepare for objections or concerns Rehearse to build confidence and
enthusiasm Offer sales staff cold calling incentives
(contest, blitz) Involve everyone—junior and senior
sales professionals Keep calling...
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Make at least 5 total call attempts to each prospect 44% of salespeople will stop calling after the first call Another 22% stop calling after the second call 14% more will stop calling after the third call An additional 12% will stop after the fourth call This means 92% of salespeople quit after the fourth call 70% of the population needs at least 5 contacts before
they'll trust you enough to grant you an appointment
If you want to beat 92% of your competition, make that fifth call!
Cold Calling Best Practices
MAKE THE 5th CALL...
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Required for Success
Your sales staff Focus, motivate and measure their cold calling efforts
Inactive clients Refresh contact details and hit the phones
Your value proposition Highlight your uniqueness
Your industry knowledge Use your insights from networking events and client
appointments to build rapport and credibility
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Tactic #2:E-mail Marketing
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E-mail Marketing
ConsequencesDecrease in industry-
wide response metrics (open/click-through rates)
Decline in subscriber tolerance
Improved results for quality e-mail programs
Plan of attackConvey clear value
propositionVow to stop sending bad
e-mailInvest in e-mail
marketing technology
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The Value of E-mail Marketing
Cost-effective: Requires a minimal investment to create and manage
Simplicity: Whether you manage it in house or use a third party, the
tools are very easy to use and measure
Accessibility: Nearly everyone has an e-mail address and can be
reached via this medium
Frequency: With some discipline, it allows you to regularly stay in
front of your clients
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E-mail Marketing
Provide thoughtful, valuable business content by e-mail E-newsletter Keep-in-touch program E-cards More…
Invest in a generic, but branded template that can be recycled
Create and manage the campaign in-house Discipline and consistency are key
Consider a third-party service, such as Vertical Response or Constant Contact
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Required for Success
“Home grown” thought leadership Articles, case studies, white papers, blogs
Your list! Use your refreshed list as targets for your e-mail
campaign
Your Web site Post your articles, case studies and white papers Link to the materials on your site to increase traffic Post your e-mail newsletter to your site“By simply reducing untargeted, low-impact e-mails, you can actually fund the
development of new programs that drive significant ROI and help you stand out in the inbox.”
-2009 Trends Almanac, Exact Target
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Tactic #3:Referrals & Testimonials
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Referrals & Testimonials
Trust: This is a peer-to-peer conversation
Authenticity: “Sales” feel completely eliminated
Honesty: Unbarred, unedited, unmonitored conversation. They can ask whatever they like
Track Record: First-hand proof of business success, results and client satisfaction
The Results: What do you do when you have a reference or two from a trusted source?
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Referrals & Testimonials
Make requesting a reference part of sales best practices
Why sales? o Accountabilityo Direct beneficiarieso They KNOW people—who would be a good
reference
The approach:o Check in 2-3 months after the service/solution
has been implemented o Confirm project/consultant is succeedingo Ask if they would be willing to be a referenceo Offer options…
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Examples
Peer-to-peer reference Willing to be on a call list for potential clients with similar
roles/positions?o Be sure to emphasize that the client’s name will be
used sparingly so as not to send a flood of work and phone calls to a busy, valued client
Attend an event Open house/in-house event for your company where a
case study of your solution is discussed Industry roundtable event/panel
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Examples
Testimonials A statement written by the client about your service/solutions
Case study A summary of the service/solution written by your marketing
team and including a quote/statement from the client
Unpublished client list Shown during presentations
Published client list On Web site and sales literature
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Required for Success
Your sales staff They KNOW who would be a good reference They are direct beneficiaries of solid referrals and
testimonials
Written and verbal feedback Ask a client for permission to use their comments
Satisfaction surveys An “additional comments” box can reveal some insights
that can be shared with a client’s permissiono Marketing in Action to Come!
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Tactic #4:Events
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The Value of Events
Many legs Provides multiple avenues for building brand
recognition, gives you a reason to contact a client, you can be creative!
Demonstrates thought leadership Gives you clout as an expert in a particular area
Direct contact Allows you to get in front of prospects
Insight Lets you learn more about a prospect’s pain points or
business needs
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Event Examples
What are your event options? Host a Webinar Attend meetings or events hosted by your local trade
and industry associations Participate in community-based events (arts, charities,
sports etc.) Partner with an association to host or sponsor a local
event and roundtable Job fair Be creative: Dinner groups, social networking
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Required for Success
Association memberships Take advantage of the investment you’ve already made
Your teleconferencing provider Many offer Webcasting capabilities as part of their
services and as an established customer you may be able to negotiate very reasonable pricing
Your community Establish a reciprocating relationship with organizations
that can benefit from your career-based expertise
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Marketing in Action
The Company: Hollstadt & Associates An award-winning management
consulting firm Headquartered in Minneapolis/St.
Paul, MN
The Objective: To involve staff, consultants and
clients in philanthropic efforts
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Hollstadt & Associates
The Program:
Hollstadt’s Big Give Two non-profit organizations
chosen to receive $2,500 each Private appreciation event to
announce winners
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Hollstadt & Associates
Program Results: Nearly 20 charity nominations by clients and
consultants More than 100 attendees at the appreciation
event Opportunity to communicate on a more personal
level Boosted relationship building and retention
efforts Created anticipation for next year’s nomination
process
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Tactic #5:Public Relations
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The Value of Public Relations
Validation: A third party is using you as the expert
Visibility: Provides another avenue to establish brand recognition
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Public Relations
Provide business updates and introduce experts Buzz that will get noticed by potential and existing clients
Build relationships with media Identify publication targets
Local newspapers Trade/industry newspapers and magazines
Be on the lookout for newsworthy information Community involvement New hires/promotions/acquisitions/mergers New business New services Events Awards
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Required for Success
In-house experts Use your own expertise or that of your staff to
become a reliable resource for the media
Awards Good PR topics that can be added to
brochures, company profiles and Web site to bring distinction and credibility
Places to look:o Industry associationso Clients and vendorso Local media outlets
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Marketing in Action
The Company: The Armada Group A premier Silicon Valley-based
IT consulting firm
The Objective: Increase brand recognition in
the community Build upon reputation of “quality
provider of IT services”
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Case Study: The Armada Group
The Program:Armada’s Client and Consultant Satisfaction Surveys
Measure clients’ and consultants’ satisfaction
Gather quantifiable data regarding brand
Results press release distributed to targeted media, posted on Web site and Facebook page, e-mailed to clients and candidates, included in monthly e-newsletter
The Results: Article in the Santa Cruz Sentinel Feature Article in SI Review Provided the validation needed to win
the SI Review Excellence Award, which allowed for additional PR efforts
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In Summary…
Five fundamental marketing programs provide plenty of opportunity with little to no cost using resources you already have
Take an inventory of what you do have Highly satisfied customers Local associations you belong to Existing thought leadership Knowledgeable professionals on your staff
Make the investment in marketing today in preparation for the market turnaround
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Your Turn
Questions?
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Leslie VickreyPresident & FounderClearEdge Marketing
312.731.3149 * [email protected]
www.clearedgemarketing.com
Thank You!