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Randy Aimone, the Business Pediatrician, presented this at the Times Square Hilton for PR Web on 3/22/10 and a similar presentation was given to the Southern Dutchess Chamber of Commerce on 5/13/2010 for SCORE of Dutchess County.
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Your Plan of Arrtact for
2010
If you came with a friend from the same company-
please change tables.
Meet your 4 closest neighbors
Trade Cards
What is 1 thing you plan to learn today
Tell them what you do (in less than 1 breath)
Meet your 4 closest neighbors
Trade Cards
What is 1 thing you plan to learn today
Tell them what you do (in less than 1 breath)
Inigo Montoya
Step 1:
Finding yourIdeal client
Who makes a great
Prospect?
Who makes a great
Prospect?Prospects just like
your existing clients!!
1) Write down your 3 Best Clients
2) Think about anything common between them.
Demographics Vs. Psychographics
• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..
•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music
Which do people make buying
decisions based on?
Demographics Vs. Psychographics
• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..
•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music
Demographics Vs. Psychographics
• Age• Income• Where they live• Occupation• Race• Gender• Etc…• Etc..
•How (if) they vote•Kids?•Where they vacation?•What they drive•What they watch•Hobbies•Music
1) Write down your 3 Best Clients
2) Think about anything common between them.
3) Describe your best clients in 2-3 sentences with your panelists
Competitors
Either want to eat your lunch, or feel you want to eat theirs
But I don’t have competition….
But I don’t have competition….
You invented a machine that provides electric and hot water for under $1,500 using mostly table scraps. Waste product is diamond dust.
Yes you do!
Hot water heater manufacturers
Electric Companies
Diamond Miners
Your Key Differences
Always Never
Tough Love: Negative stereotypes are better than positive ones for this exercise
Your Key Differences
Always Never
Circle at least 3 stereotypes that are NOT you. Those are your key differences
Your Benefits
Pair up:
Write 3 things your firm does well
So WHAT?!!?
SO WHAT?!!?
Your Core Marketing Message:
Your Core Marketing Message:
I/We ____________ _____________________
_________________________________________
(Action)
(Your Target Market)
(Benefit)
Your Core Marketing Message:
I _ _ ___ _________________
____________________
(Action) (Your Target Market)
(Benefit)
An Archetict’s
Your Core Marketing Message:
I _ Get_ ________________
_________________________________________
(Action) (Your Target Market)
(Benefit)
An Archetict’s
Your Core Marketing Message:
I _ Get_ _Contractors_
_________________________________________
(Action) (Your Target Market)
(Benefit)
An Archetict’s
Your Core Marketing Message:
I _ Get_ _Contractors_
_________________________________________
(Action) (Your Target Market)
(Benefit)
An Archetict’s
Paid Faster
Your Core Marketing Message:
I/We ____________ _____________________
____________________________________
(Action)
(Your Target Market)
(Benefit)
Try to help your partner out with one
or two examples.
Try to help your partner out with one or two.
The Goal?
To get your group-mates to say:
Try to help your partner out with one or two.
The Goal?
To get your group-mates to say:
REALLY?!? ….Tell Me MORE!!!
Marketing Strategy
Marketing Strategy
Right People
Right Time
Right Message
•Articles•Ads•Referrals
Know
•Web site
•Reception
•Newsletter
Like
•Marketing kit
•Free report
•Sales presentation
Trust•Webinar
•Evaluation
•Nurturing
Try
•Service team
•New customer kit
•Finance/delivery
Buy
•Post project survey
•Cross selling
•Quarterly events
Repeat
•Results reviews
•Partner intros
•Peer2peer events
Refer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
Inbound Public Relations
Advertising Referrals
Know
Your Control Of:
Message When Cost Trust Audience
Advertising Good Great Expensive None Great
Public Relations Some None Inexpensive Great Some
Inbound Perfect Good Controlled Very Good Great
Referrals None Some Controlled Great Great
