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Making Dollars And Sense

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Page 1: Making Dollars And Sense
Page 2: Making Dollars And Sense

introauditplanbudgetconnectcreatemaptrainby

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Page 3: Making Dollars And Sense

Are you oVerLoADeD, overspending, underperforming or just surviving? Be a Media Realist

by t w e a k i n g y o u r p l a n , r e i n v e n t i n g y o u r s e l f o r s t a r t f r o m s c r a t c h . J o s h u a M a t t h e w s – a

M e d i a R e a l i s t – o f f e r s M u l t i F a m i l y H o u s i n g p ro v e n s t re a m l i n e d re s u l t s t h a t i n c re a s e s t h e

b o t t o m l i n e . B u i l d l o n g - term brand equity with integrity, commitment and results.

J o s h u A M At t h e w s ,

Multi Family Services

intro

Page 4: Making Dollars And Sense

auditthe MArketing AuDit is an essential measurement of the marketing planning process. It is performed

not only at the beginning of the process, but also at a series of points during the implementation of the

plan. The marketing audit considers both internal and external influences on marketing planning, as well

as a review of the plan itself.

Owners and Managers invest in a broad array of media sources. It is imperative to evaluate and measure

the effectiveness of current media investments as well as provide ideas and solutions on how to revise

plans and maximize the investment. Remember, it’s not just about the price you pay, but the quality of the

media you are getting, too.

Page 5: Making Dollars And Sense

planA strAtegic MArketing pLAn forms a system that ensures a consistent approach to offering your

product or service in a way that wi l l outsel l the competit ion. However, in def in ing the market ing strategy

you must also have a well-defined methodology for the day-to-day process of implementing it. It is of little

value to have a strategy if you lack either the resources or the expertise to implement it.

In the process of creating a marketing strategy you must consider many aspects. Each strategy must

address some unique considerations, whether anticipating and applying the ways of traditional media such

as print evolving, or capitalizing on the latest new media innovations.

Following are some of the media channels used, integrated or individually, to help clients build deep and

long-lasting relationships with consumers: internet | social | Video | Mobile | Digital | Multi–cultural |

signage | referral | event | Direct | radio| tV | print

The goal is always to recommend sustainable methods for clients to build relationships with consumers

through the right media mix.

Page 6: Making Dollars And Sense

budgetA MArketing buDget is an assessment of projected costs to market your product or service. The

cost in a marketing budget will be allocated to the campaign and the media to be employed. Research is

necessary for the cost assessment to be realistic as possible. Failure to properly price and budget your

marketing plan could lead to problems. While inadequate funding for such items as equipment or staffing

may immediately come to mind when budgeting for the whole business, it’s the lack of a properly structured

marketing budget that dooms many marketing plans and campaigns.

Page 7: Making Dollars And Sense

connectthe custoMer connection is vital in building a strong lasting relationship between the customer,

owner, manager and brand for benefit of optimal financial performance. Connecting with the customer

can be visible on many levels from the first impression – “greeting” – to optimizing search engines online

that better connect you with the customer. Do you know the key words your customer’s searches for your

product or service online? Are you in a niche neighborhood, offer specialized custom amenities, features

or simply at the best rental price point in the market? All of these components play a vital role in effectively

connecting with your customer.

You will begin to earn this trust when you’re able to answer the following key questions.

1. who is your target customer?

2. what are they looking for?

3. where do they look for you?

4. when do they look for you?

5. why should they choose you?

6. how do you want them to engage with you?

Customers buy from those they like, trust and find truth in the brand messaging. Consistency in the brand

messaging is paramount in developing long-term brand equity.

Page 8: Making Dollars And Sense

createthe creAtiVe DeVeLopMent process begins with immersing ourselves in your product, service and

target audience. The creative process of advertising is guided by specific goals and objectives and requires

the development of a creative strategy or plan of action to achieve the goal. Creative strategy development

is an assessment of the marketing and promotional situation and a determination of what needs to be

communicated to the marketer’s target audience. The challenge is to find a major selling idea and use it

as a guide to the development of an effective creative strategy. The creative strategy process is achieved

by completing a creative design brief. The creative design brief is essential because it is the method of

interviewing the brand – positioning stage, with creative – concept stage. Making certain the final creative

concept is embedded in branding – positioning, because it is all about how your brand is perceived in the

market. It is imperative to create resilient shelf life in the brand, so your product and service will always

have the spotlight on the shelf. Campaign marketing has expiration dates, so it is important to replenish

your campaign marketing with the most current innovation trends.

Page 9: Making Dollars And Sense

mapwith MApping, whether you are a small, medium or large business, you will get massive benefits.

Strategic map planning places your key priorities order and works towards the goal with a set direction,

responsibility of date, time and will inspire the team to stay focused. Using the mapping technique, you

can successfully scale the plan by identifying goals that are short- and long-term and then fill in the details

using the marketing channels to develop a complete strategy. Strategic plans using this mapping technique

will provide great overview to circulate the word out to everyone to move in unison in the same direction

to maximize your results.

Page 10: Making Dollars And Sense

traintrAining DeterMines the success of the audit, plan, budget, connect, create and map. They are

all dependant on how effective training is. The brilliant marketing idea and plan will not be of any use if

you aren’t consistent, organized and dedicated to implement it. These goals will only be achievable by a

well-trained team of sales and marketing professionals. The term training stems from the acquisition of

knowledge, skills and competencies as a result of teaching. Train the plan, so the plan will work.

Page 11: Making Dollars And Sense

byJ o s h u A M At t h e w s - MuLti FAMiLy serVices

Address: PO Box 561 Greensboro, NC 27402

phone: 336.879.2332

cell: 972.974.1972

email: [email protected]

website: mediarealist.com

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