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21st Century Marketing of Professional
Surveying Services
What is Advertising?
What is Advertising?
• Advertising is a means of communication with the users
or potential users of a product or service through
messages paid for by those who send them and are
intended to inform or influence people who receive them
What is Public Relations?
What is Public Relations?
• Public Relations is a management function to organize
information, messages, opinions and other
communications to create favorable public opinions
among certain audiences.
What is Sales?
What is Sales?
• Sales is the process of selling produces or services to
generate income and revenue
What is Marketing?
What is Marketing?
• Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
Ethics
Ethics
• Is it ethical for a professional surveyor to engage in
advertising, public relations or marketing?
Ethics
• Bates v. State Bar of Arizona, 433 U.S. 350 (1977) was a
United States Supreme Court case in which the Court
upheld the right of lawyers to advertise their services.
Ethics
• Information About Legal Services
Rule 7.2 Advertising
• (a) Subject to the requirements of Rules 7.1 and 7.3, a
lawyer may advertise services through written, recorded
or electronic communication, including public media.
• http://www.americanbar.org/groups/professional_responsi
bility/publications/model_rules_of_professional_conduct/r
ule_7_2_advertising.html
EthicsMAPPS Code of Ethics
• Code of Ethics shall be:
• A MAPPS Member Firm agrees to practice its business with high regard to standards of excellence and fairness to its clients and those whom it may employ.
• A Member Firm will not engage in garrulous or misleading advertising and will project the services offered in a truthful and dignified manner.
• A Member Firm will observe and abide by the laws and regulations governing good business practice.
• A Member Firm will not slander, nor will it in any way impair the ethical image of its competitors.
• A Member Firm will, to the best of its ability, uphold and increase the technical status of the geospatial profession in an unselfish manner.
• A Member Firm will not violate the trust and confidence, reliance and dependence given it by its client, and it will render full value for payments it receives.
• A Member Firm will be considerate of and sensitive to the effect its business may have upon the public welfare and safety at all times.
• A Member Firm will advise its clients properly and truthfully in all matters of its business and not be affected by desires for unethical personal gain.
• As supplemental to its adoption of its ethical code, a MAPPS Member Firm, in accordance with the type of professional geospatial services it provides, agrees to accept and subscribe to the canons and code of ethics that direct Professional Society Members.
• http://www.mapps.org/?page=about_codeofethics
Marketing Responsibilities
• Who in your firm is responsible for marketing?
Marketing Responsibilities
• If your firm does not have an individual whose full time
responsibility is marketing, the principal should budget
and dedicate at least 1 hour per work day to marketing.
“Relationship Marketing”
• 80-20 Rule
• 80 percent of your future revenues will come from just 20 percent of
your existing clients
“Relationship Marketing”
• Communicate with Existing Clients
“Relationship Marketing”
• Communicate with Existing Clients
• Before a Project
“Relationship Marketing”
• Communicate with Existing Clients
• Before a Project
• During a Project
“Relationship Marketing”
• Communicate with Existing Clients
• Before a Project
• During a Project
• After a Project
“Relationship Marketing”
• The probability of converting an existing customer is 60
percent to 70 percent. The probability of converting a new
prospect, on the other hand, is only 5 percent to 20
percent.
Zombie Loyalist
“Check Up”
• Accountant
• Attorney (Will, Estate,
Trust)
• Dentist
• Doctor
• HVAC
• Insurance
• Landscaper
• Veterinarian
“Check Up”
“Survey Check Up?”
Market Expansion/New Clients
• Market Research
Market Expansion/New Clients
• Market Research
• Associations
• Trade Publications
• Trade Shows/Conventions
• NSPS News & Views
• POB, etc.
Social Media
• YouTube
• E-Newsletter
• Blog
Job Site Signs
Traditional Marketing
• Branding
• Sponsorships
• Articles
• Reprints, E-News, Social Media
• Presentations
• Conferences
• Webinars
• Brown Bag Lunches
• Logo
• Brochures
• Vehicles
News Release
• “News” not “Press”
• Targeted Media List
• When?
• New Hires
• Major Projects
• Service/Equipment Expansion
• Mergers & Acquisitions
• Major Speeches, Presentations
Marketing Plan
Marketing Goal
• Establish Yourself or Other Principal as—
• Thought Leader
• Subject Matter Expert
• “Go To” Expert (Zombie Loyalist)
Marketing Plan
Marketing Plan
• Research target markets
Marketing Plan
• Research target markets
• Identify targeted current and prospective clients
Marketing Plan
• Research target markets
• Identify targeted current and prospective clients
• Select media to reach them
Marketing Plan
• Research target markets
• Identify targeted current and prospective clients
• Select media to reach them
• Develop messages
Marketing Plan
• Research target markets
• Identify targeted current and prospective clients
• Select media to reach them
• Develop messages
• Create benchmarks, metrics to measure success
Marketing Plan
• CRM-Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels -- or points of contact between the customer and the company -- which could include the company's website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.
QUESTIONS & DISCUSSIONJohn M. Palatiello, President
John M. Palatiello & Associates, Inc.
1856 Old Reston Avenue, Suite205
Reston, VA 20190
(703) 787-6665
www.jmpa.us
JMPA @jmpa_inc
