marketing strategy revisited

Marketing StrategyWhat is Your Roadmap?

Market Scope Strategy

Single Market Strategy

Multi Market Strategy

Single Market Strategy

Concentration of efforts in a single segment

Requirements: Serve the market wholeheartedly

despite initial difficulties Avoid competition with established firms

Multi-Market Strategy

Serving several distinct markets.

Requirements: (a) Careful selection of segments to

serve (b) Avoid confrontation with companies

serving entire market

Building Customer RelationshipsCUSTOMER PERCEIVED VALUE

The difference between total customer value and total customer cost

CUSTOMER SATISFACTION The extent to which a

product’s perceived performance matches a buyer’s expectations

Building Customer Relationships

Customer Relationships Levels and Tools

Basic Relationships

Full Partnerships

Building Customer Relationships

The Changing Nature of Customer Relationships Relating with more carefully selected

customers uses selective relationship management to target fewer, more profitable customers

Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks

Building Customer Relationships

Partner relationship management Involves working closely with partners

outside the company to jointly bring greater value to customers

Make It Happen

Even Van Gogh started out badly. Trying too hard for perfection is the single biggest waster of time in a startup.

Marketing vs. Branding

“I’m a Great Lover.”

MARKETING

“I’m a Great Lover. I’m a Great Lover. I’m a Great Lover.”

ADVERTISING

“Trust me. He’s a Great Lover.”

PUBLIC RELATIONS

“I understand You’re a Great Lover.”

BRANDING

Modern brands are defined by what they do

Panera BreadStarbucks

Modern Brands vs. Classic BrandsThe Differences are PROFOUND

VS.

The Winds of Change...

CLASSIC BRANDS

Delivering a promise Internal structure Singular consistent

messages Communicate an image Trust through authority Strive for perfection Controlling Marketing as a layer Create a transactional

relationship

MODERN BRANDS

Guided by a purpose Internal culture Multiple coherent

ideas Deliver an experience Trust through

transparency Progress by iterating Empowering Marketing is built-in Create a community

Telling Your Story Through Branding

Your brand is a story Live it inside. Tell it well outside. And people will pull up their chairs

for a listen.

What’s your story?

Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your services.

Telling Your Story

Who are you? Why are you here? How are you unique? Who cares? Why do I care? What’ll keep me engaged? Fire up the custodian as well as the

superstar.

Brand Promise

“Our focus is your success.”

Telling Your Story

Develop the story...tell the impact you want to achieve.

“This is what we want to change...the difference I want to make...and here’s how we’re going to do it.”

Tell it to Real People. Personal Relationships, engaging... Make sure you can live it. Know your Strengths

Telling Your Story – Exercise

Who are we? (12 words or less) Three Ways in which you are unique

to your “Clients.” ONE Dramatic Difference. (25 words

or less). Who are THEY? Describe Your

Competitors (25 words or less) List 3 distinct “us vs. them” differences.

Try it on a target. Friendly & skeptical Try it on everyone else.

Getting Buy-In – The 11 Questions

1. What’s the challenge? (The assignment)2. Whose perceptions matter? (Target audience)3. What’s going on? (Research)4. What do people think? (Current perceptions)5. What are you really? (Facts)6. What should people think? (Desired perceptions)

The Rest of the Questions

7. What will you tell them? (Desired perceptions)

8. How will you speak? (Tone, brand, delivery)

9. What’s the rally cry? (The one thing)

10.How does it look to the world? (Creative Direction)

11.How’d it do? (Measurement of success)

Sales?What Do You Think When You Hear the Word

Developing Your Sales Eye

What Do You Do If You Aren’t a BORN Salesperson?

Simple Question...

Have You Ever Wanted Something from Someone?

Next Question...

Have you ever been at a loss knowing what to say or do to get it?

A Probable Truth

You won’t become a sales guru, but if you take action you will get better.

Words to Live By...

“Your greatest fears are created by your imagination. Don’t give in to them.”

Winston Churchill

Take Some Hints from People Who Have Mastered Sales

The Best Sales Person On The Planet..

is a young childwho wants something you can give them

A Child’s Gift of Selling

“Children learn to ask for what they want. When they get a ‘no’ they reframe and ask again.”

Truly Essential Sales SkillsUNCOVER THE SECRETS BEHIND Excellent Sales Performance

“I have never worked a day in my life without selling. If I believe in something, I sell it and I sell it hard.

-Estee Lauder

1. Researching Prospects

Chances are your prospect knows plenty about you, your firm and your competition. In order to add real value, you’ll need to know even more about the prospect’s own customers.

2. Planning Meetings

Every contact with a prospect or customer should end in some kind of commitment from the customer—an agreement to do something that will move the process forward. This is only possible if you plan carefully to make it happen.

Preparation Increases CONFIDENCE

3. Creating Rapport

The first decision that every buyer makes is: “Do I want to do business with this person?” To create that all-important instant connection, you’ve got to be curious, personable and really care about the people you’re trying to help.

4. Asking Questions

If you can’t satisfy a customer’s real needs, you can’t make a sale. And if you don’t ask the right questions—or if you ask them in the wrong way—you’ll never know what the customers really need, and therefore will never be able to help.

5. Listening Actively

This is even more important than asking the right questions. When customers are talking, it’s not enough to keep your mouth closed. You’ve also got to keep your mind open to discover ways to truly be of service.

Peter Drucker...

The most important thing in communication is hearing what isn’t said.

6. Presenting Solutions

This means creating and describing a specific solution to previously agreed-upon needs. Note: It is the exact opposite of a sales pitch, which is a one-size-fits-all way to say ”all I care about is making the sale.”

7. Asking for Commitment

All of the above is completely pointless if the activity doesn’t eventually result in some sales. If you don’t ask for the business at some point, it’s not going to happen. So learn to ask.

8. Building Relationships

Your short-term goals is to walk “arm in arm” with the customer as they arrive at the best possible solution. Your long-term goal is to become part of that customer’s essential business network...and vice versa.

YOUHold the Keys

Winning Characteristics

COMMUNICATION

EMPATHY

EMOTIONAL AND SOCIAL SELF-AWARENESS

CONFIDENCE

“It’s not just about being better. It’s about being different. You need to give people a reason to choose your business.”

Tom Abbott