Marketing 101: Setting your Foundation

How Cobalt loan officers can develop and implement amarketing strategy to generate new customers.

Setting Your Foundation

Company Introduction

Bop Design is a full-service marketing communications agency that understands the challenges of a small business. We provide the following services:

• Advice on allocating your marketing dollars, focusing on high-quality initiatives that maximize ROI and increase visibility

• Strategic, consistent design that connects with your clients, communicates your unique value proposition, and builds brand loyalty

• Professional, effective marketing communications that fit within your budget

• Services include branding, logo design, web design, SEO, and SEM

Setting Your Foundation

Determining Target Market

• Who is your ideal customer?– Income– Geographic area– Values

• What is this ideal customer looking for?– Directly and Indirectly

• Where do you find this ideal customer?– Groups/Associations– Networking

Setting Your Foundation

Ideal Customer Profile

• Start with your best current clients– What makes them great?– Why do they work with you?– How did they find you?

• Rank your clients– A, B, or C?

• Identify “A” client attributes

• Create an Ideal Customer Profile

Setting Your Foundation

Sample Ideal Customer Profile

Man or Woman• Age 32-55• Married with kids• Dual Income: 125k to 200k• San Diego County• Current homeowner• Concerned about retirement, children’s college tuition, current cash flow,

etc.• Involved in Lion’s Club, PTA, San Diego Chamber of Commerce, Rotary,

Church

• What loan products and associated benefits will they be interested in?

Setting Your Foundation

What Makes You Different?

• Developing a Unique Value Proposition• Everyone selling the same products, but what makes you special?

Sample UVPs-

Setting Your Foundation

Determining Your Own UVP

• 30-second “elevator pitch”– Overview of products/services– Target Customer– What makes you different fromyour competition?

• Perform a SWOT Analysis– Strengths– Weaknesses– Opportunities– Threats– Helps formulate your UVP

Setting Your Foundation

Developing a Tactical Approach

Once you have determined your target market and what makes you special, it is time to determine an approach to generate new customers. Determine which tactics work best-

• Branding• Web Marketing• Social Media• Networking• PR• Events• Phone Calls• Email• Direct Mail• Referrals

Setting Your Foundation

Next Week- Planning and Implementation

• What every Loan Officer needs for lead generation

• Your website and what it means for your business

• In-depth explanation of SEO, PPC, Social Media, and Direct Mail

– Cost effective, efficient methods to acquire new customers

• Any questions?

Thank You!

Contact:

Jeremy Durantjeremy@bopdesign.comwww.bopdesign.com760.470.1275