The Marketing Program Checklist

© Copyright 2013 – Prosperity Plus Management Consulting, Inc.

The Marketing Success Checklist

Presented by Tim Votapka and Karin Greene


Today’s Discussion Points

Introductions & BackgroundDefinitions:

MarketingPromotion

Fundamentals of PromotionQuestions You Need to Ask YourselfRecapQ/A


Introduction20 years of B2B marketing communications

and promotional strategies in business systems, healthcare/biotech, electronics…

Joined Prosperity Plus in 2009Real-world tools for improving profit, cash flow & growth.Marketing & promotion programsMergers & AcquisitionsConsulting programs based on industry experience combined with the very successful Hubbard®

Management SystemTim VotapkaVP and Director of Marketing Services


Introduction

Karin GreeneCreative Director

Professional Graphic designer for 25 years

BrochuresAdvertisingDirect MailEmailNewslettersWebsitesTrade Show GraphicsCorporate Branding ProgramsB2B experience in business systems, publishing, healthcare, corporate worldJoined Prosperity Plus in 2007


Hubbard Management System

Created by L. Ron HubbardAuthor of Dianetics Founder of Church of ScientologyAlso created Narconon, Criminon, Applied

ScholasticsTrained as an engineer

Created one of the largest bodies of documented management technology in existence. Main body of the work is outlined in a series of encyclopedia-sized books called the Organization Executive Course and the Management Series. Additional materials in course packs, books and recorded lectures.


Definition of Promotion

“To make something well known and well thought of; to send something out that will cause people to respond either in person or by their written order or reply to the end of receiving service or buying commodities, all to the benefit of the person and the solvency of the organization.”

From an article by L. Ron Hubbard


Definition of Marketing

“The conceiving and packaging and the moving of a specific product into public hands; to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.”



The Fundamentals of Promotion

1. Workable technology. This means something to offer that is desirable and will be received by individuals in the public body.

2. Good execution of the technology. This means holding a constant of application without variation in how it is done from person to person or place to place.



The Fundamentals of Promotion

3. Accumulation of the identities of persons. This is done by getting lists of names, by personal contacts, etc. But however it is done it is totally the accumulation of identities.

4. Offering those identities something they will buy, a book, a commodity or a service.

5. Delivering what is offered.From an article by L. Ron Hubbard


Vehicles for PromotionAssess each one carefully and be prepared to fund a program that’s built on frequency, continuity – not hit-miss.

Print Ads

Postcards

BillboardsBrochures

Emails

Broadcast Ads

Social Media

Web

Events


Why Do We Promote Our Business?

Drive in more business.Promotion must be so huge and effective so that even if other divisions are blocking the line or driving people off, so many people are being crowded into the organization by promotion that it makes up for any waste done by other parts of the organization.If a promotional program does not seem to work, find out where it is NOT being applied – don’t change and abandon the program. Spot instead the noncompliance which is preventing it from going into operation.



So Now Let’s Analyze how well Your Marketing Engine is Running…


Here’s What You Need To Ask:

1. Marketing Strategy:Do you have a basic strategy written down?Is your marketing strategy coordinated with your growth strategy?Do you have a (gulp) marketing budget?



2. Marketing PersonnelDo you have a person solely in charge of marketing? If not, who handles this function now? (The IT guy? The CEO? Reception/Admin? Outsourced?)How much of their time (or yours) is spent on marketing?



3. Database

Do you have a well-managed database or CRM in place?

Do your sales reps actively collect new identities (email addresses too) and how are these entered into your database?

Is your prospect database current? How often is it updated?



4. Your Identity in the Marketplace

Do prospects see/hear your name?How often are you “touching” them with promo?What do prospects think of when they see/hear your name?Who’s more well known: You or Your Competition?


Execution is the Key to Success

How often are you promoting your products, services, etc?What successful actions or campaigns have worked well? How does your promo differ between customers and prospects, vertical markets?How well do you track responses?



6. Your Competition

Are you stealing business from your competitors, or are your competitors stealing business away from you?How are you differentiating yourself from your competitors in the marketplace?How often do your prospects see/hear your message vs. the competitors’ message?



7. The Sales Force

What do you do now to keep your sales team informed and in the loop on your marketing program?What kind of follow up is your marketing program getting from your sales team?How do you know if everyone understands your marketing program:

Why it’s thereWhat our positioning target isWhat the overall goal isWho is responsible for it


Quick Recap

Do you have a marketing strategy?Do you have that “gulp” budget?How well known are you in your territory?How good is your database?Are you capable of executing your promotional program?How are you doing vs. your competition?Is your sales team following up on your promotional efforts?


Recap

Is your marketing engine stalled or misfiring?Get help a marketing tune-upGet in touch with us about a Marketing Analysis

AffordableThoroughCompletely confidentialCan only lead to better marketing mileage!


Questions?

Please use the chat boxAll names will remain confidential Feel free to follow up with us off lineFill out the survey and we’ll send you the slides later on in exchangeThank you for attending

Contact: 631-382-7762Email: [email protected]