welcome to the advisormax coaching session: “ simple steps to smart marketing ” presented by:...
TRANSCRIPT
Welcome to the AdvisorMax coaching session: “Simple Steps to Smart Marketing”
Presented by: Stephanie Bogan, President of Quantuvis Consulting
A few items to note:
Audience members will be placed on mute throughout the presentation. If you have a question, please use the chat function to send your question to the host.
There will be a Q&A session at the end of the presentation in which Stephanie will answer questions submitted to the host through the chat feature.
After the call, AdvisorMax will be emailing a brief survey to all participants. If you would like to be contacted by Stephanie or have any questions about today’s session or future AdvisorMax sessions, please note that when you return the survey.
This session will not be replayed. However, Stephanie will be conducting another LIVE session in a few months. Please look for the next date on the AdvisorMax calendar of events.
We look forward to a lively discussion!
©2009 Quantuvis Consulting
Simple Steps to Smart Marketing
Stephanie BoganQuantuvis Consulting (formerly DP Group)
©2009 Quantuvis Consulting
Creating an Executable Marketing Plan
[1] Fundamentals
[2] Strategies for Sustainable, Scalable Marketing
[3] Getting Started
©2009 Quantuvis Consulting
Creating an Executable Marketing Plan
Event-Driven Cycle-Driven
Process-Driven
Elevate, Enhance, Expand
[1] Fundamentals
©2009 Quantuvis Consulting
Creating an Executable Marketing Plan
Systematized Systems driven
Scalable
Time leverage HIGH / Impact Consistent
Specialized Advisor driven
Personal not scalable
Time leverage LOW / Impact High
[1] Fundamentals
©2009 Quantuvis Consulting
Creating an Executable Marketing Plan
[2] Strategies for Sustainable, Scalable Marketing
Simple is the Ultimate Sophistication
Immediate in Application, Not Results
More isn’t Better, Better is Better
Become a Broken Record
©2009 Quantuvis Consulting
Creating an Executable Marketing Plan[2] Strategies for Sustainable, Scalable Marketing
Simple (and thus sustainable)
The ‘simple is hard’ rule applies here as well
Systems-Driven
Driven by strategy, not intuition
‘System’ not ‘Personality’
Aligned with business and brand strategy
Designed to promote execution and accountability
Compensation drives behavior
©2009 Quantuvis Consulting
[3] Getting Started
Creating an Executable Marketing Plan
©2009 Quantuvis Consulting
Step 1: Define
• Define plan goals and objectives
• Achieve 30% revenue growth. Promote client referrals, generate 5 “A” Client Referrals. Promote credibility within CPA community.
Step 2: Clarify
• Clarify brand, position and packaging
1. DEFINE
2. CLARIFY
8-Steps to Simple, Smart Marketing
©2009 Quantuvis Consulting
Step 3: Identify
• Evaluate your current “Right” clients and COIs
• Identify target areas for growth based on what is working now
• 3 best COI are CPA’s
• 80% of clients are women
• 60% referrals from charities
• 50% clients are Execs with stock options
3. IDENTIFY
8-Steps to Simple, Smart Marketing
©2009 Quantuvis Consulting
Step 4: R&D
• Invest in a positive outcome by doing your homework
• Gather information and resources on business sources / activities
• Select focus areas for your plan
Step 5: Align
• Align your position, packaging, research and focus areas
• Develop meaningful, relevant marketing strategy
4. R & D
5. ALIGN
8-Steps to Simple, Smart Marketing
©2009 Quantuvis Consulting
Step 6: Design
• Draft your marketing strategy, plans and campaigns
6. DESIGN
8-Steps to Simple, Smart Marketing
©2009 Quantuvis Consulting
Step 7: Implement
• Engage yourself FULLY in the defined plans and activities
• Do so in a systematic and disciplined way
Step 8: Review
• Perform ongoing, period review of plan implementation and results (monthly)
• Adjust based on your success
7. IMPLEMENT
8. REVIEW
8-Steps to Simple, Smart Marketing
©2009 Quantuvis Consulting
Recommended Marketing Strategies Create simple, systems based structure
Consistency is achieved with people + process
Systematized + Specialized
75% systematized (firm driven)
25% specialized (advisor driven)
Allocate strategic and tactical resources
Human capital
3-5% of budget [do not spend more without clear plan for ROI]
Plan, Design, Execute
Not > or < 90-day planning process (follow 8-Steps)
Create infrastructure support systems
Monthly Marketing Meetings
Tracking Reports
Compensation Structures & Performance Metrics
©2009 Quantuvis Consulting
Business Development Discipline
Business Strategy
Value Proposition
Referral Marketing
PR Campaigns
Sales & Marketing Client Process
& “Experience”
Brand Strategy & Architecture
Promote Growth& Retention
Sales & Marketing Client Process
& “Experience”
Brand Strategy & Architecture
Promote Growth& Retention
Public Relations
©2009 Quantuvis Consulting
Do more than you thought possible…
…with less than you ever imagined
www.quantuvis.com
Contact us at [email protected]
www.quantuvis.com
Contact us at [email protected]