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July 22, 2012
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Overview•Growth vs marketing dollars •Start big – but break it down•Marketing Machine•Campaigns•Inbound vs Outbound•Low hanging fruit•Golden streets•Direct mail•Timeline to action items to goals
July 22, 2012
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Growth vs Marketing Dollars
In this industry you should be aiming for $100 cost
per sale.
July 22, 2012
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The Big Picture•The current state of affairs?•What is my current revenue?
• How many customers do I have?• What is my revenue per customer?• Do many of my customers have more
than one program
•What is my Revenue goal for 2015?
July 22, 2012
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THE Spreadsheet
July 22, 2012
Fill in the yellow blocks and the rest will be filled in for you!
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New Revnue Needed -$ 4 Revenue per New Customer
#DIV/0!
#DIV/0! New Customers#DIV/0! New Customers
2014 Spring Goal:2014 Fall Goal
2013 Total Revenue2013 Total CustomersAnnual Revenue/Customer2014 Revenue Goal
2014 New Customers
2014 Goals
1 150,000$ 2 425
352.94$ 3 200,000$
New Revnue Needed 50,000$ 4 Revenue per New Customer 350$
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107 New Customers36 New Customers
2014 Spring Goal:2014 Fall Goal
2013 Total Revenue2013 Total CustomersAnnual Revenue/Customer2014 Revenue Goal
2014 New Customers
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Excel Basics•Workbook vs Worksheet •The file itself is the workbook•At the bottom there are tabs that are called worksheets
•Formula bar vs cell•To change the formula you click on the cell and then change to formula in the bar at the top
July 22, 2012
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Small do-able goals•Bell curve season goals into month goals•Don’t wait start NOW! – the fly wheel needs to warm up
July 22, 2012
January 11February 21March 43April 32May Buffer MonthJune Sales Die
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Small do-able goals•Bell curve season goals into weekly goals
July 22, 2012
Monthly/Weekly Sales Goals
JanuaryActual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal
0 1 0 2 0 2 0 3 0 3 0 11 11-$ 375.00$ -$ 562.50$ -$ 750.00$ -$ 937.50$ -$ 1,050.00$ -$ 3,750.00$
FebruaryActual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal
0 4 0 5 0 5 0 6 0 0 0 21 21-$ 1,500.00$ -$ 1,875.00$ -$ 1,875.00$ -$ 2,175.00$ -$ -$ -$ 7,500.00$
Jan 1-4Week 1 Week 2
Jan 5-11Week 3
Jan 12-18
Feb. 2-Mar. 1
Week 4Jan 19-25
Week 5Jan 26-Feb1
Month TotalJan. 1-Feb. 1
Feb 2- 8 Feb 9-15 Feb 16-22 Feb 23-28
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Marketing Machine
July 22, 2012
You must be who they think of when
their pain is greatest!
A M Z
Reality MarketingEric KeilesSquare 2
Marketing
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Inbound vs Outbound
July 22, 2012
Inbound•Proving you’re an expert and building trust•Time consuming and hard to prove ROI
SEOSocial Media
BloggingContent Generation
VideosEmail blast
Outbound•Old School•Prove ROI
Telemarketing
Direct mail
Tradeshows
TV/Radio Ad
Door to Door
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Low Hanging Fruit•People who already know who you are 2x more likely to buy from you•Cancels, Other Services, Request Estimate
July 22, 2012
Campaign
# of Prospects in
Campaign Campaign GoalRev per
saleRev per
campaign Material Costs Postage
Call center
CostTotal
Campaign CostCancel Customers 0 $0 1.00$ 0.46$ -$
Open Estimates 0 $0 1.00$ 0.46$ -$ Other Services 0 $0 1.00$ 0.46$ -$
Campaign
# of Prospects in
Campaign Campaign GoalRev per
saleRev per
campaign Material Costs Postage
Call center
CostTotal
Campaign CostCancel Customers 200 20 $350 $7,000 1.00$ 0.46$ 292.00$
Open Estimates 200 20 $350 $7,000 1.00$ 0.46$ 292.00$ Other Services 200 20 $350 $7,000 1.00$ 0.46$ 292.00$
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Golden StreetsThink outside of the box! How can I make personal
relationships and gain referrals and be part of the bus stop marketing in these 3-5 neighborhoods
July 22, 2012
InvitationFrisbee
PostcardPrepay Offer
Neighborhhod 1 500 25 $350 $8,750Neighborhhod 2 500 25 $350 $8,750Neighborhhod 3 500 25 $350 $8,750
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Direct Mail• 2 Schools of Thought – Personalized vs Generic•Every Door Direct Mail - $0.25
July 22, 2012
January Postcard (EDDM) 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ February Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$
March Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ April postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$
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Campaign Worksheet
July 22, 2012
Campaign
# of Prospects in
Campaign Campaign GoalRev per
saleRev per
campaign Material Costs Postage
Call center
CostTotal
Campaign CostCancel Customers 200 20 $350 $7,000 1.00$ 0.46$ 292.00$
Open Estimates 200 20 $350 $7,000 1.00$ 0.46$ 292.00$ Other Services 200 20 $350 $7,000 1.00$ 0.46$ 292.00$
Measured Properties 0 $0 1.00$ 0.46$ -$ Neighborhhod 1 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$ Neighborhhod 2 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$ Neighborhhod 3 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$
January Postcard (EDDM) 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ February Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$
March Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ April postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$
ValPak 0 $0 -$ Flea Tick Upsell 0 $0 April 1.00$ 0.44
Tree & Shrub Upsell 0 $0 June 1.00$ 0.44
175 $61,250 14,066.00$
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Time Line
July 22, 2012
•In order to hit your goals assign specific campaigns and tasks to each week
Goal Campagin 1 Action # Campaign 2 Action # Campaign 3 Action #Jan. 1-4 1 Neighborhood 1Jan. 5-11 2 Neighborhood 2 Call
Jan. 12-18 2 Neighborhood 3 CallJan. 19-25 3 Neighborhood 1 Call
Jan. 26-Feb. 1 3 Neigborhood 2 CallFeb. 2-8 4 Neighborhood 3 Call
Feb. 9-15 5 Neighborhood 1 CallFeb. 16-22 5 Neighborhood 2 Call
Feb. 23- Mar. 1 6 Neighborhood 3 CallMar 2-8 12 Neighborhood 1Mar 9-15 5 Neighborhood 2
Mar 16-22 5 Neighborhood 3Mar 23-29 9 Neighborhood 1
Mar 30-Apr 5 8 Neigborhood 3Apr 6-12 7 Neighborhood 3
Apr 13-19 6 Neighborhood 1Apr 20-26 6 Neighborhood 2
Apr 27 - May 3 5 Neighborhood 1Total 96 0
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GrowthSome key tips that we
discuss with every company ready to grow
July 22, 2012
• Great System- Don’t waste money growing your company if you don’t have a great system to keep track of you prospects, customers, and marketing
• Make sure your message is crystal clear ~ What is your brand promise?
• Focus, Focus, Focus• Specific service lines one at a time• Golden Streets• KISS
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How can Holganix help?
•Homeowner Brochures•Lawn Signs•Marketing Plan•Production Support•Conference Calls•Real Green Support•Holganix.com
•Log-in for all materials digitally•Blogs & Monthly E-mails•Facebook & Twitter
July 22, 2012