developing your 7 step marketing plan

Dear 7 Step Marketing Plan Attendees:

Thanks so much for attending our seminar. I hope you enjoyed attending even half as much as I enjoyed presenting!Several of you asked about getting a copy of the slides from our presentation. We’re happy to share them here under the Creative Commons Attribution-Noncommercial-No Derivative Works license.*

Thanks so much and best of luck with creating your plan, building your calendar and executing your ‘Guerrilla Marketing’ weapons.James and Angela

* This means you can feel free to share and use these slides for your own personal use as long as you do the following:(1) Please give proper attribution to the slides’ origin.You can: Email this presentation to a colleague with the message, “Check out this cool presentation by James Lawson and Angela Inzerillo that I saw the other day!You can’t: Remove the slides with our names, insert your name, and pretend it’s your presentation when speaking at a conference. It’s hard to believe, but someone did this once...(2) Please don’t sell this information.You can: Freely share this with a close friend.You can’t: Post the slides on eBay or make your own e-book of our slides or concepts and sell it on your blog. In short, if money is changing hands because of these slides, it’s a no-no.(3) Please don’t use this presentation to create derivative works.You can: Share this presentation - exactly as is.You can’t: Use these slides to create you own slides on experience branding, remarkable customer interactions, or exponential sales growth.(3) Please don’t post this presentation to a public website.

You can: Use this presentation for yourself and share it with close friends.

You can’t: Post these slides to Slideshare. The explanation that goes with the slides is pretty important and we’d hate for that to get lost in translation if someone just stumbled across the presentation without context.

If you want to use the slides and have questions, never hesitate to reach out and ask us about it (jlawson@advicoach.com). We’re more thanwilling to share and are sure we can work something out that will make everyone happy...

Final disclaimer on copyright: Many of the slides in this presentation feature images for which someone else holds the copyright.. Use of these images without specific approval of all the various copyright owners would be illegal.

The 7 Step(NON-PROFIT)

Marketing Plan

Developing

Prepare to be ‘DAZZLED’ and learn......

Prepare to be ‘DAZZLED’ and learn......

WHY your MARKETING may not be working

Prepare to be ‘DAZZLED’ and learn......

WHY your MARKETING may not be working

A Fact, A Myth and A Truth about marketing

Prepare to be ‘DAZZLED’ and learn......

WHY your MARKETING may not be working

A Fact, A Myth and A Truth about marketing

Developing Your 7 Step Marketing Plan and Calendar

Prepare to be ‘DAZZLED’ and learn......

WHY your MARKETING may not be working

A Fact, A Myth and A Truth about marketing

Developing Your 7 Step Marketing Plan and Calendar

Question and Answer

Prepare to be ‘DAZZLED’ and learn......

WHY your MARKETING may not be working

A Fact, A Myth and A Truth about marketing

Developing Your 7 Step Marketing Plan and Calendar

Question and Answer

WHAT is GUERRILLA MARKETING

The goal for this evening is very simple...

The goal for this evening is very simple... That you leave having thinking just a ‘little’ bit differently about how you are marketing your

organization or cause!

Why your MARKETING may NOT be working!

Wrong Audience

Why your MARKETING may NOT be working!

Wrong Audience

Right Audience, Wrong Message

Why your MARKETING may NOT be working!

Wrong Audience

Right Audience, Wrong Message

Wrong Focus

Why your MARKETING may NOT be working!

Wrong Audience

Right Audience, Wrong Message

Wrong Focus

Wrong Channel

Why your MARKETING may NOT be working!

Wrong Audience

Right Audience, Wrong Message

Wrong Focus

Wrong Channel

Lacks Commitment

Why your MARKETING may NOT be working!

Wrong Audience

Right Audience, Wrong Message

Wrong Focus

Wrong Channel

Lacks Commitment

‘Me’ Marketing not ‘You’ Marketing

Why your MARKETING may NOT be working!

If you build it, he will come!

If you build it, he will come!(em’ NO HE WONT!)

FACT :

FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision

FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision

MYTH :

FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision

MYTH : ‘Technology’ will make you a better marketer

FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision

MYTH : ‘Technology’ will make you a better marketer

TRUTH :

FACT : Success in Marketing is the direct result of your ability to influence human emotion and generate a favorable decision

MYTH : ‘Technology’ will make you a better marketer

TRUTH : The RIGHT message delivered to the RIGHT market at the RIGHT time is ‘The HOLY GRAIL’

First Guerrilla Marketing book - 1984

Taught at University of California in Berkeley

Traditional marketing suggests that to be successful in marketing you need to invest large sums of money. Guerrilla marketing

maintains that if you want to invest money you can...but you don’t have to if you are willing to invest Time, Energy, Imagination and

Information.

Traditional marketing is typically geared to BIG business, Guerrilla marketing is specifically designed for the Small business -companies

with BIG DREAMS and SMALL BUDGETS

Patience

Aggressive

Sensitivity

people person

Ego Strength

Takes action

Maintains focus

embraces change

Constant learning

Imagination

Don’t think Donors or Sponsors - Think partners

to the cause!

Don’t think Donors or Sponsors - Think partners

to the cause!

Employees are not just volunteers and workers -

they are/become advocates who care and know their

stuff!

Don’t think Donors or Sponsors - Think partners

to the cause!

Employees are not just volunteers and workers -

they are/become advocates who care and know their

stuff!

The work is about more than programs and

products - It’s about changing behaviors!

The 7 Steps

Purpose

The 7 Steps

PurposeCompetitive Edge

The 7 Steps

PurposeCompetitive Edge

Target Market

The 7 Steps

PurposeCompetitive Edge

Target MarketNiche The 7

Steps

PurposeCompetitive Edge

Target Market

Weapons

Niche The 7 Steps

PurposeCompetitive Edge

Target Market

Weapons

Niche

Identity

The 7 Steps

PurposeCompetitive Edge

Target Market

Weapons

Niche

Identity

Budget

The 7 Steps

What is the purpose of my

marketing?

Your Competitive Advantage

TargetAudience

52m

52m

52m 52m

52m 78m 52m

52m 78m 52m

66m

52m 78m 52m

66m 86m

What is your Niche

Marketing Weapons

Marketing WeaponsMarketing plan

Fusion MarketingBusiness Cards

Toll Free numberPR

Online MarketingBrochuresGuarantee

NetworkingFree Consultations

LogoPostcards

Direct mailPosters

Special Events

GiftsWord of mouthPresentations

SeminarsYellow Page ads

StationaryMagazine adsRadio spotsTV Spots

Fax on demandAdvertising

TelemarketingEase of business

TestimonialsSpeed

Marketing Weapons

Marketing WeaponsThe  marketing  tools  that  we  will  use  at  AdviCoach  will  include;

-­‐  A  website  that  promotes  AdviCoach  coaching  and  provides  resources  for  our  clients.  -­‐  Free  and  paid  seminars  delivering  strategies  of  interest  by  our  coaches-­‐  Direct  mailings  to  follow  up  with  prospects  of  interest  from  seminars  and  presentations.  -­‐  Bi  weekly  articles  on  strategies  for  small  businesses  delivered  through  our  “Execute  and  Accelerate’  blog.    -­‐  A  monthly  newsletter.  -­‐  Seminars  and  Presentations  will  be  promoted  on  our  website,  through  our  social  media  channels,  CC  to  our  database  and  by  PR  Releases  through  our  ENR  resources.-­‐    Networking  with  groups  that  Jit  our  target  market-­‐    Note  cards  -­‐    Identity-­‐    Testimonials  

What Is Your

Identity

What Will Your Monthly or Annual Budget be For Marketing

!!

!TCCG!7!Step!‘Guerrilla’!Marketing!Plan!

!!1. The!purpose!of!TCCG!marketing!efforts!is!to!generate!Complimentary!Coaching!Sessions!that!will!allow!our!prospects!to!experience!coaching!from!TCCG.!

!2. TCCG’s!competitive!advantage!is!that!our!coaches!and!consultants!have!over!20!years!of!executive!and!management!experience!and!are!experts!in!the!areas!of!Sales,!Marketing,!Team!Development,!Productivity!and!Strategy!Planning.!!!

3. Our!specific!target!market!are!the!owners!of!small!and!medium!sized!businesses!and!business!executives!located!in!the!state!of!Northern!Virginia!who!are!producing!revenue!streams!of!between!$150K!to!$5M!per!year.!

!4. The!marketing!tools!that!we!will!use!at!TCCG!will!include!a!website!that!promotes!TCCG!coaching!and!provides!resources!for!our!clients.!Free!and!paid!seminars!delivering!strategies!of!interest!by!our!coaches!in!partnership!with!local!Chambers!of!Commerce.!Direct!mailings!to!follow!up!with!prospects!of!interest!from!seminars!and!presentations.!Bi!weekly!articles!on!strategies!for!small!businesses!delivered!through!our!“Execute!and!Accelerate’!blog.!!A!monthly!newsletter.!Seminars!and!Presentations!will!be!promoted!on!our!website,!through!our!social!media!channels,!CC!to!our!database!and!by!PR!Releases!through!our!ENR!resources.!

!5. TCCG!niche!is!to!provide!practical!and!action!orientated!coaching!that!guarantees!improvement!in!profitability,!productivity!and!efficiency!for!clients!that!follow!TCCG!coaching!within!12!months.!!

6. TCCG!will!be!seen!as!a!creative!and!collaborative!coaching!practice!with!expert!coaches!and!consultants!that!are!result!orientated!and!easy!to!work!with.!

!7. The!marketing!budget!for!TCCG!will!be!15%!of!our!coaching!fees.!

!!

Creating Your ‘EXECUTABLE’ Calendar

Practice What You Preach!

Keep It ‘REALLY’ Simple!

“Focus on the audience and show people how our cause aligns with values

the now hold”

Having fun is key........

Have Fun and be

Creative in your

Marketing

Program becomes more important than people

Money is valued more than relationship

There is a focus on Power and Control vs. Effectiveness and Opportunity

Growth becomes the objective vs. Greatness

Percentages are valued over impact

Getting things done is better than doing things right

Why (on earth) Should You Listen to What We Say?

Why (on earth) Should You Listen to What We Say?Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK

Why (on earth) Should You Listen to What We Say?

Small Business of The Year 2011 Dulles Regional Chamber of CommerceMember of The Year 2010-2011 Greater Reston Chamber of Commerce

‘Excellence in Marketing’ Award (2011) FSBI World Wide ‘Excellence in Marketing’ Award (2010) FSBI World Wide 6 Chairman Club Awards

Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK

Why (on earth) Should You Listen to What We Say?

Small Business of The Year 2011 Dulles Regional Chamber of CommerceMember of The Year 2010-2011 Greater Reston Chamber of Commerce

‘Excellence in Marketing’ Award (2011) FSBI World Wide ‘Excellence in Marketing’ Award (2010) FSBI World Wide 6 Chairman Club Awards

Over 20 years Sales and Marketing (Fortune 500)Over $1.7B in net revenue in our careersOpened our practice in 20093 years in the top 5 coaches WW (>500)Coach both in the US and UK

......and, we are just really nice people!!!!

Why We Exist

We carry out this mission by helping individuals and organizations create the long term vision of the business, define the goals and initiatives required to meet the vision and hold the stakeholders accountable in executing the agreed strategies.

Our mission is to help reverse the epidemic of small business closures caused by a lack of business know how and accountability.

What do you do?

What difference does it make?Our coaches and strategic partners work together to provide the business educational and coaching resources to give organizations the optimum chance of success.

Takeout for a test drive

A Business Strategy Session where In 60 mins we can help you get : - Clarity on your long term goals- Uncover hidden challenges that may be sabotaging your growth- Set goals for the short and long term to help you get traction in your business.

jlawson@advicoach.comainzerillo@advicoach.com

www.capcoachgrp.com

Subscribe to our blog

Facebook.com/AdvicoachNVA

Twitter.com/Vabizcoach

Presentation Slides - SURVEY!!!

jlawson@advicoach.com

ainzerillo@advicoach.com

Facebook.com/advicoachnva

www.capcoachgrp.com

Subscribe to our blog

Facebook.com/AdvicoachNVA

Twitter.com/Vabizcoach

Presentation Slides - SURVEY!!!

jlawson@advicoach.com

ainzerillo@advicoach.com

For the .pdf or iBook, please go our FB page and say something

(nice) about this seminar!

Facebook.com/advicoachnva

Join us for our next seminar

THE 5 STEPS TO BUSINESS FREEDOM

August 15th, 2012 - Greater Reston Chamber of Commerce

Just ONE more thing!

XXXXXXXX is a non-profit organization comprised of a wide spectrum of healthcare professionals devoted to improving health by

optimizing therapeutics and providing innovative leadership and interdisciplinary education that

will enable the generation, integration and translation of scientific knowledge to optimize

research, development and utilization of medication for the benefit of all.

Is This YOUR MISSION Statement

What do you do?

The 3 Sentence Mission Statement

Why do you exist?Our mission is to improve the health of babies by preventing birth defects, premature birth, and infant mortality.

We carry out this mission through research, community services, education, and advocacy to save babies’ lives.

What difference does it make?March of Dimes researchers, volunteers, educators, outreach workers and advocates work together to give all babies a fighting chance against the threats to their health: Prematurity, birth defects, low birth weight.