Susan Silver: Marketing Strategy and Budgets 7-25-12

7/31/2019 Susan Silver: Marketing Strategy and Budgets 7-25-12

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Marketing Strategy

Susan Silver, President

[email protected]

www.argentumstrategy.com

July 26, 2012


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Slide 2

Todays agenda

Evolu&onofmarke&ng QuickPosi&oningreview Basicresearch

BuildingaMarke&ngPlan

Measuringyourplan


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VP MarketingSales

Evolution of Marketing

Marketing Manager Reports to Sales

Marketing = Sales

Slide 3


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Quick Positioning Review

Slide 4


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Focus your sales & marketing efforts with

positioning

Sales: Which customers to talk to What to say when you talk to them

Marketing: Where to spend your money to reach customers What key message point to focus on

Slide 5


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5 Key Elements of every value proposition

Target

Unmet

Need

Competitive

Set

Pointof

Difference

Reasonsto Believe

Slide 6


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Basic Positioning Formula

To ________ with ______, your company is the ____________

that __________________________ because ___________,

___________, and ___________.

Target Need Competitive Set

Unique Point of Difference Evidence 1

Evidence 2 Evidence 3

Slide 7


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Target is the key component used in a

marketing plan

Definition: Who is your bulls eye customer?

Slide 8


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Basic Research

Slide 9


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Use basic research ideas to know your target better

Whentogatherinforma&on:

Slide 10


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Slide 11

Decide what you *really* need to know

Lookforthingslike Howdidtheyfindyou Howoldarethey Gender HHincome


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Slide 12

Ask the right kind of questions

Doitinathankyouorsignupprocess,notinreqsforcontact Goeasyontheminthesign-up,youcanalwaysasklater

Onlyoneques&onperques&on

Whenprovidinganswerchoices,alwaysofferop&onslike Other Donotknow Donotremember


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Slide 13

Build some of this in now while its easier!

Createwaystoextractdemographicdatabyusagesegment Periodicsa&sfac&onsurveys Writeeverythingdown Useyoursalespeopleasstealthresearchers


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Slide 14

Net Promoter Score

Theques(on:

HowlikelywouldyoubetorecommendXYZtoafriendorcolleague?

Thescale

ZERO=Notatalllikely

10=Highlylikely

Themath

%9,10ra(ngPromoters)- %0-6ra(ngDetractors)=NPSScore


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Basic Marketing Plans

Slide 15


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A good marketing plan gives you permission

to say no

Slide 16


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Slide 17

Basic marketing plan template

Please animatetactics coming inone at a time

Objec(ve Strategies Tac(cs

Primary: FinancialSecondary: (Optional) Share Growth Etc.

Strategy 1

Strategy 2

Strategy 3

Tac&cA

Tac&cB

Tac&cC

Tac&cATac&cB

Tac&cC

Tac&cA

Tac&cB

Tac&cC


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Slide 18

Step One: Establish your Objective


Primary: Growrevenue to $2 M

Secondary: Becomeone of top 3 playersin our category

Strategy 1

Strategy 2

Strategy 3

Tac&cA

Tac&cB

Tac&cC

Tac&cATac&cB

Tac&cC

Tac&cA

Tac&cB

Tac&cC


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Slide 19

Difference between strategies and tactics

StrategicIni&a&ves:Whatneedstohappen/getdoneHowyouplantoachieveyourobjec&ve

Ac&on-oriented Verbmeasurable

Tac&cs:Theindividualprograms/specifics/ac&vi&es Exactlyhowitsgoingtohappen


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Slide 20

Strategies typical for young companies

Overall

GenerateAwareness Solidifycredibility Testmarke&ngtac&cs EnhanceproductWeb-specific

Driveinboundleads Convertvisitorstopayingcustomers Convertwebsitetosellingengine

General Increase/generatereferrals Retainexis(ngcustomers


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Slide 21

Step Two: Add in your3 core strategies



Drive leads to website

Retain customers

Generate awareness

Primary: Growrevenue to $2 M

Secondary: Becomeone of top 3 playersin our category

Tac&cA

Tac&cB

Tac&cC

Tac&cATac&cB

Tac&cC

Tac&cA

Tac&cB

Tac&cC


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Identify the tactics youd like to use

Slide 22


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Advertising

communicate your message,generate awareness via TV,print, YouTube etc.

Slide 23


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Even this is advertising!

Slide 24


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Banner Ads

advertise, but only online

Slide 25


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Loyalty Programs

Slide 26


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Copywriting

case studies, white papers

Slide 27


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Events

to plan and executeevents like trade shows

Slide 28


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Promotions

special offers,direct mailcampaigns

Slide 29


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PR/Social Media

help getting into media stories and blogs,Twitter, press releases, event coverage,securing interviews

Slide 30


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Website

Slide 31


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Nitty Gritty

Slide 32


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Slide 33



Primary: FinancialSecondary: (Optional)

Drive leads to website

Retain customers

Generate awareness

GoogleAdWords BannerAds SEO Blog

Newsleer Specialuserevents Loyaltyprogram

Tradeshows PRSocialMedia

Step 3: Lay all your tactics into the template


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Step Four: Develop a plan that works with your

budget

Objective:

Strategies(priori&zed) Tac(cs(priori&zed) Es(matedCost NextSteps

DriveleadstoWebsite GoogleAdWords

BannerAds

SEO

Blog

Generateawareness Tradeshows

PR

SocialMedia

Retaincustomers Newsleer

Specialuserevents

LoyaltyProgram

Slide 34


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Slide 35

Build a marketing calendar


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Your marketing calendar can be combined with

an editorial plan

Slide 36

CompanyX2012Marke&ngCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Newsleers

MKTCooking

Crme PMA

SweetsSnacksExpo

Packaging(asktotake

picsfor

newsleer)

Customer

casestudy

TechNewlabelerannounce

CookingCrme

Interview

withJeff-&psfor

inplant

promo

beer PACKEXPO

TradeShows

Aend

POPAI

2/28-2/29

SandsExpoLasVegas

(Op&onal:

lowpriority)

PMA

3/14-3/15

AnnualMKTWes&n

Chicago,

RiverN.

SweetsSnackExpo

5/8-5/10McCormick

ShopperMKT10/16-10/18

NavyPier(op&onal)

Display

PACKExpo10/28-11/1

McCormick

SocialMedia

Linkedin X X X X X X

Twier X X X X X X X X X X

Website

SEO x x x x x x x x x x x

Blog x x x x x x x x x x x x

DirectMailCampaign x x x x x x


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Step Five: To analyze, add in metrics

Objective:

Strategies(priori&zed) Tac(cs(priori&zed) Metrics

DriveleadstoWebsite GoogleAdWords

BannerAds

SEOBlog

Generateawareness Tradeshows

PR

SocialMedia

Retaincustomers Newsleer

Specialuserevents

LoyaltyProgram

Slide 37


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Common metrics

MetricsThought Leadership

Social Media Grow size of community from x to y, # of shared items (FB)/#retweets (Twitter), content calendar

Newsletter

% Click through's, open rate, feedback, web traffic increase, # of independent subscribers, content

calendar, compar to industry rates provided by Constant Contact if possible

Blog # of subscribers, # of comments, generation of conversations, content calendar

White Papers # of people who provide emai l to get whi te paper

Case Studies # of case studies/stories we have that demonstrate this across the company

Brand Recognition

Events# of attendees, # of names added to CRM list, # of impressions generated, web traffic increase,amount of content generated

Advertising Number of impressions, contacts generated, web traffic increase

Tradeshows # of contacts generated, quality conversations/leads generated, content generated

Website

Traffic, time on site, number of pages visited, reduced bounce rate, # of newsletter sign-ups, # of white

paper sign ups

PR # of impressions, inquiries, web traffic, ability to repurpose content

Testimonial Sharing Internal content - website, etc

SEO Google ranking relative to key competitors on top key words

Touchpoints/Drip

Newsletter Click through's, open rate, feedback, web traffic increase, # of independent subscribers

Events

amount of content generated

CRM % growth rate of # of names in list, relevant segmentation

Satisfaction Survey scores and improvement over time

Awareness

PPC CTR, CPM/CPA, conversion rate

Banner Advertising # impressions, CPM/CPA, CTR

Retargeting CTR, CPM/CPA Slide 38


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Thank you!

Susan Silver, President

[email protected] www.argentumstrategy.com

Documents

Susan Silver: Marketing Strategy and Budgets 7-25-12