secrets of the marketing pros
Post on 21-Oct-2014
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The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SCTRANSCRIPT
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Secrets of the Marketing Pros
Brought to you by:Green Bay Area Chamber of Commerce
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Tom CliffordDirector of Digital Development
HC Miller
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Engagement
• Be Yourself
• Build Personal Relationships
• Listen
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How Do You Engage?
• Tweet-ups / Meet-ups
• Blueberry Hill
• Commenting
• Sharing Content
• Blogs
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Take Risks!
• Try Something New
• Video Blog
• Podcasting
• Formspring / Quara
• Digg
• Meet Meme Cards
• Make Mistakes
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Differentiate Yourself!
• Everyone is making Widgets
• What makes You Special?
• Thought Leader
• Write white papers
• Reviews
• Blog Posting
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Susan FincoOwner and President
Leonard & Finco Public Relations
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Managing Your Social Media
Know what you’re using and why
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Managing Your Social Media
Integrate your social media tools
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HootSuite
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Managing Your Social Media
Be spontaneous, but plan ahead
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Media Relations Made Easy
Understand the media
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Media Relations Made Easy
One newsworthy item a month
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Media Relations Made Easy
Don’t simply do a news release
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Secrets of Crisis Management
Have a plan
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Secrets of Crisis Management
Act quickly, but not instantly
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Secrets of Crisis Management
What people want to knowWhat happened
Why it happened
What you’re going to do about it
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Patrick HopkinsPresident
Imaginasium
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Identifying & responding to “Pain Points”
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)
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Aligning your team around your brand
Boardroom to the Switchboard involvement
Explore…company, industry, competition, customer segments, brand emotional & rational perceptions of employees/customers/ industry/community.
Identify what winning looks like (Goalposts)
Wish/Granted…impact the operations
Basic Tenets…Start at the top, every opinion counts, show how they fit, win hearts & minds, train for change, tell the world (long term), stay brand focused.
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Align your team around your brand
4.] What do people think?
(Current perceptions)
5.] What are you really?
(Facts)
6.] What should people think?
(Desired perceptions)
7.] What will you tell them?
(Value propositions)
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Creating Engaging Experiences
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)
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Fluid BrandHow do you feel?
It’s outside the old
traditional thinking of
consistency in building a
brand.
Instead…
It drives for
consistency of
response with a wide
variety of audiences.
Brand
Audiences
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It’s All in the Packaging
Sight
Hearing
Touching
Smelling
Tasting
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Design the Experience
Involve all departments
Chart the touchpoints
Avoid Kmart
Pursue Disney, Starbucks,
SuperBowl
Think like John Deere
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Robert JahnkePresident & Visionary Marketing & Advertising
ConsultantTop Hat Marketing
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“People don’t care who you are until
they know what you can do for them!”
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Top 3 secrets to grow any business!
1. There Are Only Three Ways to Grow a Business
More clients
Increase transaction value
Increase transaction frequency
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Top 3 secrets to grow any business!
2. Easiest way to get more sales? Re-activate old customers
5 top ways to re-activate
1. Loyalty programs
2. Follow up calls
3. Rewards for referrals
4. Coupons
5. Free give-a-ways
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Top 3 secrets to grow any business!
3. The fortune is in the follow-up
Follow Up Statistics
48% of sales people never follow up with a lead
25% of sales people make two contacts
12% of sales people make three contacts
10% of sales people make more than three contacts
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Sales Statistics•2% of sales are made on the first contact
•3% of sales are made on the second contact
•5% of sales are made on the third contact
•10% of sales are made on the fourth contact
•80% of sales are made on the fifth through twelfth contact
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SecretIf 85% of sales people don’t follow up more than 3 times.
AND
80% of all sales are made on the 5th – 12th call, who makes all the MONEY/SALES?
Less than 15% of sales people.
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1st two questions the top marketing consultant would ask you!
1. What is your USP (Unique Selling Proposition)
Wal-Mart “Save money. Live better.”
Subway “Eat fresh. Live green.”
McDonald’s “I’m lovin it”
AT & T “Rethink Possibility”
Clark Howard “Save more, spend less and avoid getting ripped off”
2. Life-time value of a client
one time sale, yearly sales and lifetime sales
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Lifetime Value
To illustrate the concept of Life Time Value of a client, let's imagine you are the owner of a hair salon.
Questions to ask:
1. How much do you charge per haircut?
2. How many times per year, on average, do clients get their hair cut?
3. How many years, on average, do clients stay with you?
4. What other products do clients purchase from you?
5. How much do you charge per product sold?
6. How often do clients purchase these products?
7. How many referral do you get per client?
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Formula:$40 x 6 = $240 on visits$20 x 3 = $60 other services$300 per client per year x 5 years = $1500Plus 15 referrals in the 5 years
Every new client is worth about $5,000 lifetime value if optimized
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The right formula to get advertising to work!
Right Market
Right Media
Right Message
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What are your clients “hot buttons”?
Example: Construction Company
Show up when you say, work done on time, don’t charge me more and do what you say you will do.
Example: Fencing Company
Same as above, plus my gates to work right, and stand straight.
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The right formula to get advertising to work!
(Headlines are 20 times more important than anything else)
Example Headline:
Old ad:
2/3 bank financing on silver and gold
New ad:
If gold is selling for $300 per oz., send us $100 per oz. and we will send you all the gold you want!
This increased response 500%
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Diane RoundyDirector of Business Development
Schenck SC
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Diane Roundy’s Top 3 Ideas
1.Cross media lead generation
2.Recognizing and embracing the skills and talents of your entire team
3. 5 key networking tactics.
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Cross Media Lead Generation
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Common Cross-media Campaign
Elements
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Recognizing the skills and talents of your entire teamFinders
Minders
Grinders
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5 Key Networking Tactics10 second elevator speech
Can I follow up with you sometime?
Following through on promises
Name nightmare
Wherever you are, whatever you are doing, you can be networking