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Build a Strong Marketing Foundation in 2015
Workshop for Boston Women Connect March 30, 2015
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About Me & For Marketing Matters 20+ years; strategy, messaging, brand Marketing Evangelist Full-service outsourced marketing department
No projects – we don’t dabble & won’t work with CEOs who do!
Fact - every company needs marketing strategy and execution. We deliver for SMBs.
“A” team of proven professionals; results-driven; accountability; BIG impact`
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Objectives of this workshop:
`
• Expand understanding of ‘marketing’
• Stop dabbling!
• Better serve your clients
• Identify gaps in your marketing foundation & prioritize filling them in
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Core defined
`
noun1. the tough central part of various fruits,
containing the seeds.
2. the central or most important part of something.
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Two contexts of ‘core’
`
For a Human
• Our torso• Source of strength &
energy• Our heart and our
soul
For a Business
• The brand - your identity and promise
• Your value proposition• Source for future growth
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Marketing is the ‘core’
`
The seeds for business growth
Marketing is absolutely essential to a business
It is not “nice to have”
Awareness Leads Sales Profitability
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`
The Great Balancing Act
Hmmm…Facebook, networking, new logo…
Invest
Divest
Are you wasting time & money in the wrong areas?
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Tagline Logo
Blogs
Brochures, Handouts,
Presentations
SEO & PPCWebsit
e
Social Marketing
Networking
Wasted $$; limited
impact
Random Marketing = Dabbling
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Making the Shift
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Shift to Results Driven Marketing
`
Increase AwarenessIncrease Leads
Increase Sales
Increase Profits
Client Stories
The Dream List
Sales &Employe
e Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fou
ndat
ion
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Activity Time!
What you confidently have in place: written, current, solid.
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Top Two Critical Foundation Elements Value Proposition – only deserve a check
mark if it is clear, concise, consistent; compelling vs. your competition
Target Audience – ONLY if you have a documented ideal target profile and you use it for:
evaluate prospects you write your blog to this audience your social marketing efforts align to this
target you evaluate networking events with it.
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How Strong is it?
`
Client Stories
The Dream
List
Sales &Employ
ee
Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success
Metrics M
arke
ting
Foun
dati
on
Across all of row 1? All of row 2? All of row 1 AND 2?
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Will this foundation hold up?
`
2015 For Marketing Matters ®
Offerings / Products Brand Logo
Success
Metrics M
arke
ting
Foun
dati
on
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Start Q2 2015 Strong: Build a Solid Foundation Focus on the foundation – FILL THE
GAPS
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Marketing Foundation vs. Tactics
Client Stories
The Dream List
Sales &Employe
e Training
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fo
unda
tion
Sponsorships/
Co-marketing
Events &Trade Shows
SEO &PPC
SocialMarketing
PromoItems
PublicRelations
Client Surveys Networking
Direct Marketing email & mail
Video/Webinars
Business CardsLetterhead, Invoices…
Advertising
Signage/Packaging/POS
Brochures, Handouts
PresentationsWeb Site
Mar
keti
ng T
acti
cs
Blogs
…
Step 1: Foundation
Step 2: Tactics
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Ideal Target Audience – if a gap for you…
Document what makes your ideal client ideal
- Title, company size, location- Challenge they face- Characteristics, attitude,
mindset…- Name your ideal target audience
so you can picture him/her – mine is MARK
Use it, revise it, fine tune itConvert it into questions to evaluate prospects
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Building a Strong Foundation
`
Client Stories
The Dream List
Sales &Employe
e Training
2015 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition
Target Audience
Vision & Mission
Success Metrics M
arke
ting
Fou
ndat
ion
Workshop – what questions do you have about the gaps in your foundation?
How do you work on filling the gaps?
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Where are your gaps in the foundation?
Value proposition is critical Vision - where are you going?Mission – what makes you tick?Success metrics?Offerings – what can people buy?Brand – pet peeve – does it mean anything?Dream List – do you know what this is?Client Stories – best to do once offerings, brand, value proposition and target audience are really solid.
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Review Workshop Objectives:
`
• Expand understanding of ‘marketing’
• Stop dabbling!
• Better serve your clients
• Identify gaps in your marketing foundation & prioritize filling them in
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Go forth and prosper…
Think strategically
Commit to building a strong foundation – brick by brick
Advise your clients accordingly
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Thank youOngoing insight, ideas and marketing evangelism across various channels:
Facebook – For Marketing Matters
Twitter – MEHonan
LinkedIn – Mary E. Honan