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Making Better Marketing Decisions

The case study profiles Tim Bishop, the creator of Man with a Van, the first branded removal company in the world. Starting the business while at university providing a relatively pedestrian removal service, Tim was able to expand the business using a business partner to help grow the removal service brand. The summary highlights the key details about the creator, facts about the business, and how it was able to expand from a simple service into a branded company.

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Make better marketing decisions. Attract a steady stream of ideal customers! Presenter Danielle MacInnis www.macinnismarketing.com.au
Agenda: Keys to attracting ideal customers
Agenda: Keys to attracting ideal customers Why are you here?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care? How will they find out?
Agenda: Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care? How will they find out? Great marketing resources and tools.
3 Why are you here? Tip: Got a burning marketing question, now is your chance to ask.
4 Why are you here?
4 Why are you here? 1. Your biggest challenge is to attract more customers. 
 
 
 
 
 
 2. You want to communicate in a compelling way. 
 
 
 
 
 
 
 
 
 
 3. You want a plan. 
 
 
 
 
 
 
 
 
 
 
 4. You want to be savvy with your expenditure. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 5. You want to be selective about what you do. 
 
 
 
 
 
 
 
 

5 What marketing are you doing?
5 What marketing are you doing?
6 What's in it for you?
7 What's in it for you? Tip: See something you want to know more about. Jot it down on the feedback form
7 What's in it for you? 1 Understand what is currently not working and why Tip: See something you want to know more about. Jot it down on the feedback form
7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business Tip: See something you want to know more about. Jot it down on the feedback form
7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use Tip: See something you want to know more about. Jot it down on the feedback form
7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience Tip: See something you want to know more about. Jot it down on the feedback form
7 What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience 5 What you might do differently to attract your ideal customers Tip: See something you want to know more about. Jot it down on the feedback form
8 My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
9 Marketing...what is it?
10 Marketing is...
10 Marketing is... “ ...It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.”
10 Marketing is... “ ...It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” Wiki
11 Buyers Journey
11 Buyers Journey
12 Your business strategy
13 Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE
13 Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
13 Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
14 Making selective marketing decisions
14 Making selective marketing decisions What can we do? What do our customers want? What are we good at? Can we do this? Will they value this? What do we want to do? How attractive is the market? Where do we want to go? Will this get us there? Will the market support this?
15 Who are you? Tip: set up google alert for your company, name and competitors name
16 About Us I don’t know who you are I don’t know your company I don’t know your company’s product I don’t  know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Tip: People want to know who Now what was it you wanted to sell to me? they are dealing with. Make it easy for them to find out and contact you.
17 Case study: Man with a van 
 Tip: People buy of people they like, know and trust
17 Case study: Man with a van 
 Tip: People buy of people they like, know and trust
17 Case study: Man with a van Creator Facts Tim Bishop First branded removal company in Business the world. A relatively pedestrian service Started the business whilst at Uni (removalist) delivered as a Used a business partner to expand the business. recognisable, youthful and interesting brand. The first van was purchased for Idea conception $1500. Acknowledgement of gap in the There are no investors. They grew at a pace they could afford. market place that there were no The Man With A Van logo was done removal services specifically by a housemate in return for going 
 targeted at his demographic. down the street and getting him a Brand personality slurpee and sausage roll. Fun Attractive Youthful Approachable Aussie sense of humour Tip: People buy of people they like, know and trust Recognisable
18 Who needs to know?
19 Target ideal customers, not everyone You want your ideal customer to say: “That’s for me”
19 Target ideal customers, not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM. Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused.
20 Why should they care?
21 Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
21 Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
22 What your prospect is thinking Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
22 What your prospect is thinking 1. Do you work with people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
22 What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
22 What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
22 What your prospect is thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
31 Worksheet 1
31 Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
24 Does this service really work? Solution / Outcome
25 Success Stories (Proof) Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
25 Success Stories (Proof) Who else has used your service and what were the results? Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
25 Success Stories (Proof) Who else has used your service and what were the results? What’s an actual story of working with a client and moving them from where they were to your ultimate outcome? Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
26 Sell the benefits not the features
26 Sell the benefits not the features Save time, money, return of investment
26 Sell the benefits not the features Save time, money, return of investment
27
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32 Worksheet 2 Marketing Message
32 Worksheet 2 Marketing Message What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story)
23 What is your elevator pitch?
23 What is your elevator pitch? “ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.” “ We work with companies who want to sell their business and aren’t sure what to do to get the best price.” “ I help companies who aren’t getting enough traffic to their web sites.”
33 Why should they care?
33 Why should they care? Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages?
33 Why should they care? Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
34 Who wants to share their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
34 Who wants to share their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
35 How will they find out?
36 How will they find out?
36 How will they find out? Not ad-hoc! Marketing and sales process.
36 How will they find out? Not ad-hoc! Marketing and sales process. Not everyone is ready to buy when you meet them but might be interested in over time.
36 How will they find out? Not ad-hoc! Marketing and sales process. Not everyone is ready to buy when you meet them but might be interested in over time.
37 Lead Generation System
37 Lead Generation System Not passive but active.
37 Lead Generation System Not passive but active. Don’t sit and wait for referrals!
37 Lead Generation System Not passive but active. Don’t sit and wait for referrals! Build relationships with your ideal customers.
37 Lead Generation System Not passive but active. Don’t sit and wait for referrals! Build relationships with your ideal customers. People do business with people they know, like and trust.
Worksheet 3
38 Worksheet 3 INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to At this stage, Becomes The lead refer you after They want more they may be Don't know familiar with They want more becomes a experiencing information and ready for a anything about you. information and are customer when great service are ready to "taste" or an you or your Association ready to explore they sign the and wants to explore working "EXPERIENCE" company referral, meet working with you agreement and tell your story with you prior to you pay. and REFER purchase you to their network Ideal Target Build a Prospect Lead Qualified Lead Customer then Advocate Market Connection Client MARKETING, attract, educate, interact, nurture, manage, SALES, qualify, present proposals, answer objections, close, track manage
Ideal Target Market to build a connection •Joining the right / Professional Organizations •Online – Joining forums and discussion groups •Search engine strategies, e-newsletters sign up •Articles/Publishing (offline and online) •Special Events (Tradeshows, Workshops) •Advertising, PR, online, SEO Connection to Prospect •Networking, Industry Affiliation, Conferences •Online Networking (Web site, blog, forum "commenting") •Face-to-face meetings (strangers/ people that donʼt know you exist yet but might •Telephone meetings, email exchanges •Referral (WOM, Viral Marketing) have a need for your service) •Community involvement, volunteer work •Refer others Prospect to Lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site (building awareness and familiarity) •Online (Blog, LinkedIn, Facebook, forum "commenting") •Direct Outreach (Letters or email, follow up calls) •Follow up with others with phone call, invitation for coffee or appointment Lead to qualified hot Lead •Invitation to Presentations, Briefings, Workshops •TeleClasses and Webinars •Joint Venture presentations (giving information and building relationship) •In-depth online interaction •Strategy sessions •Survey questionnaires Hot Lead to Customer and then client •Follow up calls and emails – exploring interest, qualification, •and appointment-setting. See “The Art and Science of •Telephone Follow-Up.” (build relationship further by tailoring the information to their •Complimentary session needs, provide a taste or sample) Client to Advocate •Thank you card (delight them with your service, ask for feedback, invite the •Referral program •Ask for testimonial referral) •Ask for customer success story •Incentive for referrals Lost lead or cold lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site (keep them in the loop so when they do need your service •Online (Blog, LinkedIn, Facebook, forum "commenting") they think of you first) •Direct Outreach (Letters or email, follow up calls)
40 Effective marketing
42 You need to go where your audience is
42 You need to go where your audience is
42 You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsen's online Business
43 Joining the customer conversation
43 Joining the customer conversation
45 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0
45 Choose where you play Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0
46 Content is King
47 Cool stuff
48 So who is doing it well?
49
49
50 Key Take aways
50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be?
50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like.
50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them.
50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them. 4. Speak to them in on your web, brochures, etc language so they know you understand them.
50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them. 4. Speak to them in on your web, brochures, etc language so they know you understand them. 5. Create a lead generation that targets only these customers and that works for you.
51 Learn from the best
51 Learn from the best Customer insight
51 Learn from the best Customer insight
51 Learn from the best Customer insight Your story is important
51 Learn from the best Customer insight Your story is important
52 Resources Best Books Best Podcasts • 4 Hour work week – Timothy Ferriss • Duct tape marketing -Small business general • I love you more than my dog by Jeanne Bliss • Professional services marketing - Rain today - Professional services marketing and selling • Peak – Chip Conley • The 8th Habit – Stephen Covey • Hubspot TV - Internet and social media • SmallBusiness Big Marketing - General small • The Five Book by Dan Zadra business marketing tips • The five dysfunctions of a team – Patrick • Power to the small business - branding and Lencioni marketing tips • The little big things – Tom Peters • Six Degrees of Seperation - Internet and social • Think like your customer by Bill Stinnett media • Tribes – Seth Godin • Dishymix - Thought leadership and business • Trust Agents – Chris Brogan and Julien Smith strategy marketing • What's the secret – John R Dijulius • 10 Golden rules of Internet Marketing - Internet ideas and marketing tips • Who's got your back – Keith Ferrazzi • MacInnis Marketing - Marketing basics Best Websites • Help my business sucks - Business basics Flying solo Enterpreneur Hubspot Kochie’s Business Builders Linkedin
53 Do you feel like this?
53 Do you feel like this?
54 Want more...?
54 Want more...? Fill out form for:
54 Want more...? Fill out form for: • Complimentary Strategic Audit - attract ideal customers.
54 Want more...? Fill out form for: • Complimentary Strategic Audit - attract ideal customers. • Fast track Workshop - 1 day
54 Want more...? Fill out form for: • Complimentary Strategic Audit - attract ideal customers. • Fast track Workshop - 1 day • MacInnis Marketing Minute Tips - Join on web site home page
55 Thank you

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Making Better Marketing Decisions

  • 1.
    Make better marketing decisions. Attract a steady stream of ideal customers! Presenter Danielle MacInnis www.macinnismarketing.com.au
  • 2.
  • 3.
    Agenda: Keys to attractingideal customers Why are you here?
  • 4.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you?
  • 5.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy
  • 6.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy Who are you?
  • 7.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know?
  • 8.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care?
  • 9.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care? How will they find out?
  • 10.
    Agenda: Keys to attractingideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care? How will they find out? Great marketing resources and tools.
  • 11.
    3 Why are youhere? Tip: Got a burning marketing question, now is your chance to ask.
  • 12.
  • 13.
    4 Why are youhere? 1. Your biggest challenge is to attract more customers. 
 
 
 
 
 
 2. You want to communicate in a compelling way. 
 
 
 
 
 
 
 
 
 
 3. You want a plan. 
 
 
 
 
 
 
 
 
 
 
 4. You want to be savvy with your expenditure. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 5. You want to be selective about what you do. 
 
 
 
 
 
 
 
 

  • 14.
  • 15.
  • 16.
  • 17.
    7 What's in itfor you? Tip: See something you want to know more about. Jot it down on the feedback form
  • 18.
    7 What's in itfor you? 1 Understand what is currently not working and why Tip: See something you want to know more about. Jot it down on the feedback form
  • 19.
    7 What's in itfor you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business Tip: See something you want to know more about. Jot it down on the feedback form
  • 20.
    7 What's in itfor you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use Tip: See something you want to know more about. Jot it down on the feedback form
  • 21.
    7 What's in itfor you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience Tip: See something you want to know more about. Jot it down on the feedback form
  • 22.
    7 What's in itfor you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience 5 What you might do differently to attract your ideal customers Tip: See something you want to know more about. Jot it down on the feedback form
  • 23.
    8 My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
  • 24.
  • 25.
  • 26.
    10 Marketing is... “ ...Itis an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.”
  • 27.
    10 Marketing is... “ ...Itis an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” Wiki
  • 28.
  • 29.
  • 30.
  • 31.
    13 Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE
  • 32.
    13 Your business strategy? TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
  • 33.
    13 Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
  • 34.
  • 35.
    14 Making selective marketingdecisions What can we do? What do our customers want? What are we good at? Can we do this? Will they value this? What do we want to do? How attractive is the market? Where do we want to go? Will this get us there? Will the market support this?
  • 36.
    15 Who are you? Tip: set up google alert for your company, name and competitors name
  • 37.
    16 About Us I don’tknow who you are I don’t know your company I don’t know your company’s product I don’t  know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Tip: People want to know who Now what was it you wanted to sell to me? they are dealing with. Make it easy for them to find out and contact you.
  • 38.
    17 Case study: Manwith a van 
 Tip: People buy of people they like, know and trust
  • 39.
    17 Case study: Manwith a van 
 Tip: People buy of people they like, know and trust
  • 40.
    17 Case study: Manwith a van Creator Facts Tim Bishop First branded removal company in Business the world. A relatively pedestrian service Started the business whilst at Uni (removalist) delivered as a Used a business partner to expand the business. recognisable, youthful and interesting brand. The first van was purchased for Idea conception $1500. Acknowledgement of gap in the There are no investors. They grew at a pace they could afford. market place that there were no The Man With A Van logo was done removal services specifically by a housemate in return for going 
 targeted at his demographic. down the street and getting him a Brand personality slurpee and sausage roll. Fun Attractive Youthful Approachable Aussie sense of humour Tip: People buy of people they like, know and trust Recognisable
  • 41.
  • 42.
    19 Target ideal customers,not everyone You want your ideal customer to say: “That’s for me”
  • 43.
    19 Target ideal customers,not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM. Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused.
  • 44.
  • 45.
    21 Step into yourcustomers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
  • 46.
    21 Step into yourcustomers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
  • 47.
    22 What your prospectis thinking Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  • 48.
    22 What your prospectis thinking 1. Do you work with people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  • 49.
    22 What your prospectis thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  • 50.
    22 What your prospectis thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  • 51.
    22 What your prospectis thinking 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
  • 52.
  • 53.
    31 Worksheet 1 Summarisingyour core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
  • 54.
    24 Does this servicereally work? Solution / Outcome
  • 55.
    25 Success Stories (Proof) Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
  • 56.
    25 Success Stories (Proof) Whoelse has used your service and what were the results? Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
  • 57.
    25 Success Stories (Proof) Whoelse has used your service and what were the results? What’s an actual story of working with a client and moving them from where they were to your ultimate outcome? Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
  • 58.
    26 Sell the benefitsnot the features
  • 59.
    26 Sell the benefitsnot the features Save time, money, return of investment
  • 60.
    26 Sell the benefitsnot the features Save time, money, return of investment
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
    32 Worksheet 2 Marketing Message Whatdo you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story)
  • 71.
    23 What is yourelevator pitch?
  • 72.
    23 What is yourelevator pitch? “ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.” “ We work with companies who want to sell their business and aren’t sure what to do to get the best price.” “ I help companies who aren’t getting enough traffic to their web sites.”
  • 73.
  • 74.
    33 Why should theycare? Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages?
  • 75.
    33 Why should theycare? Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
  • 76.
    34 Who wants toshare their elevator pitch? Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
  • 77.
    34 Who wants toshare their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
  • 78.
  • 79.
  • 80.
    36 How will theyfind out? Not ad-hoc! Marketing and sales process.
  • 81.
    36 How will theyfind out? Not ad-hoc! Marketing and sales process. Not everyone is ready to buy when you meet them but might be interested in over time.
  • 82.
    36 How will theyfind out? Not ad-hoc! Marketing and sales process. Not everyone is ready to buy when you meet them but might be interested in over time.
  • 83.
  • 84.
    37 Lead Generation System Notpassive but active.
  • 85.
    37 Lead Generation System Notpassive but active. Don’t sit and wait for referrals!
  • 86.
    37 Lead Generation System Notpassive but active. Don’t sit and wait for referrals! Build relationships with your ideal customers.
  • 87.
    37 Lead Generation System Notpassive but active. Don’t sit and wait for referrals! Build relationships with your ideal customers. People do business with people they know, like and trust.
  • 88.
  • 89.
    38 Worksheet 3 INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to At this stage, Becomes The lead refer you after They want more they may be Don't know familiar with They want more becomes a experiencing information and ready for a anything about you. information and are customer when great service are ready to "taste" or an you or your Association ready to explore they sign the and wants to explore working "EXPERIENCE" company referral, meet working with you agreement and tell your story with you prior to you pay. and REFER purchase you to their network Ideal Target Build a Prospect Lead Qualified Lead Customer then Advocate Market Connection Client MARKETING, attract, educate, interact, nurture, manage, SALES, qualify, present proposals, answer objections, close, track manage
  • 90.
    Ideal Target Marketto build a connection •Joining the right / Professional Organizations •Online – Joining forums and discussion groups •Search engine strategies, e-newsletters sign up •Articles/Publishing (offline and online) •Special Events (Tradeshows, Workshops) •Advertising, PR, online, SEO Connection to Prospect •Networking, Industry Affiliation, Conferences •Online Networking (Web site, blog, forum "commenting") •Face-to-face meetings (strangers/ people that donʼt know you exist yet but might •Telephone meetings, email exchanges •Referral (WOM, Viral Marketing) have a need for your service) •Community involvement, volunteer work •Refer others Prospect to Lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site (building awareness and familiarity) •Online (Blog, LinkedIn, Facebook, forum "commenting") •Direct Outreach (Letters or email, follow up calls) •Follow up with others with phone call, invitation for coffee or appointment Lead to qualified hot Lead •Invitation to Presentations, Briefings, Workshops •TeleClasses and Webinars •Joint Venture presentations (giving information and building relationship) •In-depth online interaction •Strategy sessions •Survey questionnaires Hot Lead to Customer and then client •Follow up calls and emails – exploring interest, qualification, •and appointment-setting. See “The Art and Science of •Telephone Follow-Up.” (build relationship further by tailoring the information to their •Complimentary session needs, provide a taste or sample) Client to Advocate •Thank you card (delight them with your service, ask for feedback, invite the •Referral program •Ask for testimonial referral) •Ask for customer success story •Incentive for referrals Lost lead or cold lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site (keep them in the loop so when they do need your service •Online (Blog, LinkedIn, Facebook, forum "commenting") they think of you first) •Direct Outreach (Letters or email, follow up calls)
  • 91.
  • 92.
    42 You need togo where your audience is
  • 93.
    42 You need togo where your audience is
  • 94.
    42 You need togo where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsen's online Business
  • 95.
  • 96.
  • 97.
    45 Choose where youplay Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0
  • 98.
    45 Choose where youplay Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0
  • 99.
  • 100.
  • 101.
    48 So who isdoing it well?
  • 102.
  • 103.
  • 104.
  • 105.
    50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be?
  • 106.
    50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like.
  • 107.
    50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them.
  • 108.
    50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them. 4. Speak to them in on your web, brochures, etc language so they know you understand them.
  • 109.
    50 Key Take aways 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them. 4. Speak to them in on your web, brochures, etc language so they know you understand them. 5. Create a lead generation that targets only these customers and that works for you.
  • 110.
  • 111.
    51 Learn from thebest Customer insight
  • 112.
    51 Learn from thebest Customer insight
  • 113.
    51 Learn from thebest Customer insight Your story is important
  • 114.
    51 Learn from thebest Customer insight Your story is important
  • 115.
    52 Resources Best Books Best Podcasts • 4 Hour work week – Timothy Ferriss • Duct tape marketing -Small business general • I love you more than my dog by Jeanne Bliss • Professional services marketing - Rain today - Professional services marketing and selling • Peak – Chip Conley • The 8th Habit – Stephen Covey • Hubspot TV - Internet and social media • SmallBusiness Big Marketing - General small • The Five Book by Dan Zadra business marketing tips • The five dysfunctions of a team – Patrick • Power to the small business - branding and Lencioni marketing tips • The little big things – Tom Peters • Six Degrees of Seperation - Internet and social • Think like your customer by Bill Stinnett media • Tribes – Seth Godin • Dishymix - Thought leadership and business • Trust Agents – Chris Brogan and Julien Smith strategy marketing • What's the secret – John R Dijulius • 10 Golden rules of Internet Marketing - Internet ideas and marketing tips • Who's got your back – Keith Ferrazzi • MacInnis Marketing - Marketing basics Best Websites • Help my business sucks - Business basics Flying solo Enterpreneur Hubspot Kochie’s Business Builders Linkedin
  • 116.
    53 Do you feellike this?
  • 117.
    53 Do you feellike this?
  • 118.
  • 119.
  • 120.
    54 Want more...? Fill outform for: • Complimentary Strategic Audit - attract ideal customers.
  • 121.
    54 Want more...? Fill outform for: • Complimentary Strategic Audit - attract ideal customers. • Fast track Workshop - 1 day
  • 122.
    54 Want more...? Fill outform for: • Complimentary Strategic Audit - attract ideal customers. • Fast track Workshop - 1 day • MacInnis Marketing Minute Tips - Join on web site home page
  • 123.

Editor's Notes

  • #2 Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus.\n\nMy goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.\n
  • #3 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #4 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #5 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #6 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #7 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #8 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #9 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #10 This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers.\nI want to understand your needs and will try and accommodate them in my presentation\nI will go through what your key take aways are for you\nWe need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers\nWho are you is such an important aspect of attracting ideal customers and we look at why?\nWho needs to know is your ideal profile of a customer\nWhy should they care - the value that is unique to them, the problem you solve\nHow they find out?\n
  • #11 Your expectations? ask and note them down.\nIf there is one thing you wanted to get out of tonight, what is it that you wanted answered.\nAm missing a marketing opportunity by not using twitter?\nRadio Commercials?\nHow do I know that my marketing is working?\n\n
  • #12 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #13 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #14 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #15 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #16 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #17 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #18 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #19 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #20 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #21 According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.\n
  • #22 Do you know what is working?\n
  • #23 \n
  • #24 If you have any thing else you would like to add do it now!\n
  • #25 If you have any thing else you would like to add do it now!\n
  • #26 If you have any thing else you would like to add do it now!\n
  • #27 If you have any thing else you would like to add do it now!\n
  • #28 If you have any thing else you would like to add do it now!\n
  • #29 Biggest strength is to think like a customer. Show empathy. It is that simple and complex.\n
  • #30 \n
  • #31 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #32 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #33 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #34 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #35 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #36 Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.\n
  • #37 Change to my three dots\n
  • #38 \n
  • #39 It takes long term outlook so say no. \n\n
  • #40 It takes long term outlook so say no. \n\n
  • #41 How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
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  • #43 How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model. \n
  • #44 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #45 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #46 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #47 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #48 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #49 1. Tell your story. Make it real authentic and engaging.\n2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with.\n3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads.\n4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust.\n People do business with people they know, like and trust.\n\n
  • #50 Target Market/Ideal Client\nWho are the ideal clients for your service? What are the demographics\nand psychographics - industry, position, needs, values, etc? What’s the\n“personality profile” of an idea client?\nHow does cold calling work for you?\n\n\nCompany Demographics\nIndividual Demographics\nIndustry\nAge\nSize of Company\nGender\nGeographic Location\nEthnicity\nAnnual revenues\nIncome\nWho their customers are\nSituation\nAge of company\nDemographic\nGender balance\n\nAge of average employee\n\nWho you sell to in the company\n\nProfession\n\nGeographic location\n\nCompany Psychographics\nIndividual Psychographics\nCompany mission/philosophy\nKnowledge, skill, experience\nManagement style\nPersonal values/life outlook\nReputation in industry\nWork ethic\nCommitment to training/education\nPersonal style\nHiring practices\nIntelligence\nLitigation history\nIntegrity\nLevel of integrity\nFlexibility\nAwards for excellence\n\nCommunity involvement\n\n\n
  • #51 T-shirt\n\n\n
  • #52 T-shirt\n\n\n
  • #53 T-shirt\n\n\n
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  • #55 Big nets: Advertising, google\n\n How much do you know about your customers?\n The narrower your customer focus the more business you will attract.\n Why? You know them well, what they want, where they are, there hot buttons.\nIt’s a lot easier to market to a target group\nthan to an unfocused group.\nProblem/Issues/Challenges\nWhy do your ideal clients need this service? What’s not working or\ncould work better? What’s missing? What’s broken? What’s frustrating\nor what are they struggling with?\nWhat are your clients complaining about?\nWhat are your competitors not currently delivering?\nWhat are the current expectations in your industry?\nHow can you leverage your current level of expertise?\nWhat will a complete solution save your clients?\nWhat's the current cost of living with the problem?\nHow are most services packaged?\nWhat's missing from most service packages?\n
  • #56 Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • #57 Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • #58 Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
  • #59 Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.\n
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  • #82 Who wants to have a go?\nOne of the most important things you can do in preparing to\nmarket is to study the problems of your clients. Why do they\nneed you? What’s frustrating them? What are they struggling with?\nWhat’s missing for them? What don’t they have what they want to\nhave? What keeps them awake at night? What is causing them grief?\n\n\n
  • #83 What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • #84 What actual results will your clients be left with when they use your\nservice? What ultimate result will make them happy? Ask, “If they got\nthat result, would that be enough?”\nGet Attention\nThe major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have?\n How do you solve this problem?\n\n
  • #85 Visit their website\n
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