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Andy Greenberg presentation at Buy It Local Omaha Meeting, 9/20/10
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On Your Marketing Get Set
GO!
Buy It Local Omahaby
Speaking ofANDY GREENBERG
Sept 20, [email protected]
Andygreenberg.wordpress.com402-250-3895
There is a BIG storm coming
Name the weather person you would turn to in emergency
List the reason why
Why Did You Pick that Station?
Professional
Trustworthy
Reliable
Reputation
Met your needs better than anyone
Heard them before
Personal Attachment-Relationship
The Casting Call
What Movie Roll would you audition for
Dramatic
Romance
Comedy
Biography
Hero
Would your roll be Lead or Supporting
The Director‟s Call
In pairs of 2, take a look at your partner-have a one minute conversation- DO NOT TELL THEM WHAT YOU AUDITIONED FOR
Now tell your partner what roll you will cast them for
Is there a match?
Never Think Out of the Box!
Draw a box
Add a design that looks like „thinking out of the box
Is your box open or closed?
How can you think out of the box if the box is closed?
“ Putting New and Creative Ideas Into the Box- thus Covering Up the Status Quo!”
Who do you think you are
In the first minute- just like we did people form an opinion of what we are marketing that is many times different from who we think we are!
Marketing is creating demand for your companies products or services by positioning your brand above anyone else‟s by being unique in the mind of the decision makers.
Do they perceive you as you want them to?
Who Do you Think You are
List the top ten professional personality traits that you think you possess- in order!
How important are these in insuring that you are the most talked about business in your market
Which of these did you list
Professional
Trustworthy
Reliable
Reputation
Met your needs better than anyone else
Experienced
Personal Attachment-Relationship
An expert trained in all aspects of your business
What are ethics?
Treating your clients and customers fairly with full integrity
What is Professionalism
A combination of Ethics, reputation, trust.
You are known as the expert or authority
How to Become an Expert and Authority
Public relations (articles written by and about you!)
Organizations you belong to
A special invention
Awards
Speaker
Radio and TV guest appearances
Just who do you think you are?
List your occupation and what you do for a living
List why people should use your products or services
List the advantages of doing business with you over any of the other professionals in your field
AIDA
Attention
Interest
Desire
Action
ATTRACT ATTENTION
AROUSE INTEREST
CREATE DESIRE
GET ACTION!
DO NOT MARKET OR FEATURE/BENEFITS
Prospects and current customers care more about their personal and professional OUTCOMES of doing business you than feature benefits.
List 3 outcomes of doing business with you!
Do they match what your market is looking for?
Do NOT list Price-Service-Quality-Guarantee!
How much experience do you have?
How many successful transactions have you completed-(houses painted, number of customers,
Where do you stand in the rankings of your competitors
What is the most important outcome of doing business with you
Who Do You Compete With?
List 5 things that you make you better than two of your closest competitors
Make sure these are more important to you market than they are to your ego!
Do Times Change or Do People Change?
Times don‟t change-people do
Is your product and marketing plan keeping up with the times?
Is your product and marketing plan keeping up with people?
Is your product and marketing plan changing peoples habits, tastes and desires?
The Fashion, Auto, Television Industry-What do they have in
Common? They create trends for consumers-they
lead change
Consumers expect, anticipate and embrace change
New spring summer winter fashions
Van‟s SUV‟s Cross-over's, etc
Reality Shows, Talent Contests
Developing and Marketing Your New Product
Don‟t Duplicate what is already out there
Your product should create a trend
Your Product should create a new category
Your Product should create an outcome that the consumer currently does not have or does realize they could have. What is the outcome?
Trend Setting
We have 3 Choices
1. Do we come in after the trend is over
2. Do we follow the trend after someone else has started it
3. Do we set the trend (and make it hard for others to follow
Examples of other industries use of this model
Digital, LCD, Plasma TV‟s
Digital Camera‟s
Lineless Bifocals
E-Harmony
Video Phones
Branding
“Trends Change-business models-change-people change-
BRAND LOYALTY ALWAYS REMAINS-
IF YOU EARN IT!
Your Branded!
What is your professional personality
What is your business personality
What do others think your professional personality is
What do others think your business personality is
IS THERE A MATCH? WHY?
That‟s your BRAND!
Ways to Market Yourself
Research the behavior patterns of your market- BE THERE WHERE THEY CAN SEE YOUR MESSAGE?(TV, Radio, Newspaper, Internet, Website-Social Media)
Public Relations Golf Course, social and business gatherings, networking Brand Logo Tag Line Signage Business Cards Business Stationary
Referrals
If you are a professional your phone should be ringing!
Ask client to review your performance
Thank them for their compliments and let them know “that means a lot to me coming from you!”
I love what I do and I love being appreciated-who else do you know that I can contact and offer my services?
Can I use your name as part of the introduction?
On Your Marketing Get Set
GO!
Buy It Local Omahaby
Speaking ofANDY GREENBERG
Sept 20, [email protected]
Andygreenberg.wordpress.com402-250-3895
