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Interaction Community SystemsSales & Marketing Plan
The market opportunity for HOA’s continues to remain a vast untapped market…
2Copyright 2003-2009 – F3 Technologies Inc.
260,000
70,000
# of Community Associations in the U.S.
Total # of AssociationsMarket Share of Vendors
73% Market Share is up for grabs The number of HOA’s continues to
increase at a rate of 3 – 4% per year
GREAT OPPORTUNITY TO CONVERT NON-CONSUMPTIONSource: CAI, F3 Technologies
Marketing Plan
3Copyright 2003-2009 – F3 Technologies Inc.
How do we drive market awareness…
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Create the message - Why are we different?
Focus on what markets we’re going after…
Establish a multi-pronged marketing program where each initiate builds on top of the previous one…
4Copyright 2003-2009 – F3 Technologies Inc.
Ensure all products have collateral and continue to enhance our public image…
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows5
Trade Advertising
Define with clarity the services we offer…
Create a consistent message that speaks to what user needs we are solving?
Revise marketing collateral Obtain customer testimonials
Enhance our website utility… Create public demo website to
demonstrate the power of the tool Create website templates that
community can utilize
5Copyright 2003-2009 – F3 Technologies Inc.
Get the message out…2,350 Emails sent to Property
Management Company prospects on 8-26-09…
21.5% (462) Email Views 5.4% (25) Click throughs Initiate follow-on campaign to
target click through users
Several HOA list sites identified to gather information from
www.hoa-nc.com, www.hoa-sc.com, www.hoa-va.com
Create a second email campaign focused on HOA’s
Create monthly newsletter to maintain communication…
6Copyright 2003-2009 – F3 Technologies Inc.
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Drive traffic to our Website…
Initial target of 34 keywords identified
Focus on software, dues & management company searches
Recently listed on www.Capterra.com
Monitor activity weekly to determine traffic volume and adjust
7Copyright 2003-2009 – F3 Technologies Inc.
Lead Generation
Marketing Collateral
Email Blast
Google Ad / Lead Generation
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Generate regional awareness…
Establish partnership program
Create sales & distribution center’s in large population centers
California New York Pennsylvania Ohio North Carolina Arizona
Focus on print companies, community developers and management companies
8Copyright 2003-2009 – F3 Technologies Inc.
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Demonstrate our thought leadership…
Create a Resources tab on the Interaction Website and place research reports from CAI
Create a Webinar series in partnership with select HOA’s, Condo’s and Management Companies
Create Whitepapers
9Copyright 2003-2009 – F3 Technologies Inc.
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Keep the message visible…
Attend regional and national tradeshows & advertise
CAI ACTHA (Attend with
Paymenting)
Advertise with industry specific web forums
HOA Talk Community Associations
Network
10Copyright 2003-2009 – F3 Technologies Inc.
Lead Generation
Marketing Collateral
Email Blast
Google Ad Campaign
Strategic Partners / ResellersContent Experts
Trade Shows
Trade Advertising
Sales Plan
11Copyright 2003-2009 – F3 Technologies Inc.
Get the message out…
12Copyright 2003-2009 – F3 Technologies Inc.
Sales Plan
Drive Existing Reseller Relationships
Coastal Group, Noble Heroes, Paymenting & Tlehs
Pipeline review meetings Target joint initiatives (tradeshow) Responsive to sales tool kit needs
Continue Direct Sales Activities Continue lead generation programs Initiate follow-on campaign to target
click through & email view users Establish sales process for initial
contact, follow-up, closing & account management
Focus on Property Management Companies
Initiate focused campaign targeting southeast region
GA, SC, NC, FL, AL, TN, VA
Establish New Reseller Relationships
Newsletter / Directory Print Companies Community Developers
Expand Selling Network Commission only outreach program Target selected geographic regions to
compliment reseller initiatives Evaluate lead generation / sales call
centers
Build our channel approach…
Two thirds of all computing sales in the world are not direct sales like Apple; instead, they are ‘Channel Sales’ or ‘Indirect Sales’Source: Direct sales vs Channel sales - What's the difference?May 2009 Virtual-Sales.com
Month 1
Month 2
Month 3
Month 4
$-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
Direct SalesMgmt CompanyReseller
Example of Gross Revenue Potential – 100 Communities per Month
13Copyright 2003-2009 – F3 Technologies Inc.
Get the message out…
14Copyright 2003-2009 – F3 Technologies Inc.
Sales Plan
Drive Existing Reseller Relationships
Coastal Group, Noble Heroes, Paymenting & Tlehs
Pipeline review meetings Target joint initiatives (tradeshow) Responsive to sales tool kit needs
Continue Direct Sales Activities Continue lead generation programs Initiate follow-on campaign to target
click through & email view users Establish sales process for initial
contact, follow-up, closing & account management
Focus on Property Management Companies
Initiate focused campaign targeting southeast region
GA, SC, NC, FL, AL, TN, VA
Establish New Reseller Relationships
Newsletter / Directory Print Companies Community Developers
Expand Selling Network Commission only outreach program Target selected geographic regions to
compliment reseller initiatives Evaluate lead generation / sales call
centers
Target organizations that have established relationships with HOA’s, Management
Companies and Churches…
15Copyright 2003-2009 – F3 Technologies Inc.
Reseller’s• Working closely with our existing partners to begin monetizing the relationship
• Identifying high value trade shows to attend jointly with our resellers• Oct 24 – ACTHA• April 2010 – Annual CAI• Etc…
• Creating a Partnership Program to define how potential resellers engage with Interaction
• Identify and establish relationships with companies that serve the HOA market• News Letter publishers• Member Directory print publishers• Advertising agencies
Begin establishing relationships & partnerships with the primary source…
16Copyright 2003-2009 – F3 Technologies Inc.
Community Developers• Toll Brothers – Operate in 21 states, 215 selling communities• W&H Properties / Red Oak Construction – 11 communities in Cobb County• Newland Communities – Operate in 14 states, 40 communities under development• Taylor Morrison• KB Homes• Beazer Homes• David Weekley Homes• Richmond American Homes• Ryan Homes• Pulte Homes• Vatelli Communities
Access the companies already serving communities in the southeast region…
17Copyright 2003-2009 – F3 Technologies Inc.
Property Management Companies• Lead generation email
• (21.6%) of the companies read the email. 6% above industry standards.• (5.4%) of the companies clicked through to the website. Roughly 3% above industry standard.
• Initiated a calling plan to contact management companies in the southeast region
• Initiated a calling plan to contact the 25 companies that clicked through to the website
Long-term account management will be critical to sustaining and expanding our
market share…
18Copyright 2003-2009 – F3 Technologies Inc.
For Resellers Regular communication to review sales pipeline & issues Monthly/Quarterly strategic meeting to plan out and discuss:
Review partners goals & objectives Evaluate success of existing initiatives/strategies Discuss new marketing initiatives & sales strategies Review changes in the market and competitive threats Present and review scorecard
For Property Management Companies & Developers Regular communication to review sales pipeline & issues Quarterly strategy meeting to review:
Review property management companies goals & objectives Present Interactions vision & progress Review changes in the market & competitive threats Present and review scorecard
Get the message out…
19Copyright 2003-2009 – F3 Technologies Inc.
Sales Plan
Drive Existing Reseller Relationships
Coastal Group, Noble Heroes, Paymenting & Tlehs
Pipeline review meetings Target joint initiatives (tradeshow) Responsive to sales tool kit needs
Continue Direct Sales Activities Continue lead generation programs Initiate follow-on campaign to target
click through & email view users Establish sales process for initial
contact, follow-up, closing & account management
Focus on Property Management Companies
Initiate focused campaign targeting southeast region
GA, SC, NC, FL, AL, TN, VA
Establish New Reseller Relationships
Newsletter / Directory Print Companies Community Developers
Expand Selling Network Commission only outreach program Target selected geographic regions to
compliment reseller initiatives Evaluate lead generation / sales call
centers
Create a sales engine through convential and unconvential methods…
20Copyright 2003-2009 – F3 Technologies Inc.
Direct Sales• Establishing sales process and metrics.• Driving traffic to the website through lead generation tools
In-direct Sales (Sales Representatives)• Working with select individuals to establish regional sales centers to enhance our coverage• Evaluating telemarketing sales companies to expand our outreach program
Starting a sales contest on October 1 with a FANTASTIC Grand Prize!!!!