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Business Development and Marketing Strategy

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Chapter Division Spring Meeting. Scottsdale, Arizona. February 28, 2005. 2. Presentation Outline ... analysis will uncover a picture of where we believe the ... – PowerPoint PPT presentation

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Title: Business Development and Marketing Strategy


1
Business Development and Marketing Strategy
  • Debbie Dietz
  • Executive Director
  • Chapter Division Spring Meeting
  • Scottsdale, Arizona
  • February 28, 2005

2
Presentation Outline
  • Marketing Organization
  • Aligned for Success
  • Market Research and Measurements
  • Market Planning
  • Product Marketing
  • Channel Marketing
  • Marketing Communications
  • Key Successes

3
Marketing Organization Aligned For Success
  • Before
  • De-Centralized
  • Back-end -Marketing Communications Focus
  • Services Focus
  • After
  • Market Research Measurements
  • Market Planning
  • Product Marketing
  • Channel Marketing
  • Marketing Communications

4
Marketing Organization Moving Forward The
Process
  • First things first
  • Took an Inventory
  • Reviewed roles/responsibilities of staff
    resources
  • Reviewed existing competencies/skill sets
  • Conducted numerous one-on-one interviews
  • Determined fit between current resources and
    new roles/responsibilities
  • Identified competency gaps
  • Reviewed/realigned how marketing funds were being
    spent
  • Reduced promotional budget to fund research and
    resources

5
Market Research and Measurements
  • Need a focus on research
  • Need to identify opportunities for incremental
    revenue growth for the Council
  • Need a process to gather market intelligence
    from the external marketplace and from our
    channel partners (Chapters, Members,
    Divisions/Volunteers)
  • What new markets for current portfolio of
    products/services (push)
  • What new markets that require additions/enhancemen
    ts to current portfolio -new product development
    (pull)

6
Market Research Study
  • Market Sizing Study Project Launch
  • Situation Analysis
  • Identify top line revenue growth opportunities
    from a number of sources including
  • Expanded purchases by existing members
  • Expansion of membership
  • Penetration/sales to non-members

7
Market Research Study
  • Member/Non-Member Segmentation
  • Types of businesses and organizations that could
    be the source of growth in product sales
  • Services (Healthcare, Education)
  • Utilities (Gas, Electric, Water, Communications)
  • Commercial/private fleets
  • Commercial/residential contractors
  • Manufacturers/construction equipment
  • Insurance agencies
  • Government agencies

8
Market Research Study
  • Decision-makers/influencers in the use of and
    purchase of safety/health products and services
  • Safety Professionals
  • Human Resources
  • Researchers, Professors, Risk Managers,
    Government Regulators, Community Officials

9
Market Research Study
  • Project Methodology
  • Phased-approach
  • Phase One
  • Initial start-up
  • Preliminary web-based survey
  • Secondary research
  • Market modeling
  • In-depth analysis of one targeted market segment

10
Market Research Study
  • Research Project Objectives
  • Estimate market size and penetration by segment
  • Estimate of market size and penetration by
    geography (will drive Chapter marketing efforts)
  • Profile of market segments, including trends and
    buying behaviors that impact growth in each
    segment
  • Assessment of competitive activities, penetration
    and offerings by segment
  • Assessment of potential new product opportunities
    including pricing expectations
  • High-level assessment of the brand positioning of
    NSC

11
Market Research Study
  • Phase One Step One
  • In-depth briefing with NSC
  • Sales analysis, past 3 years
  • Introduction to existing research and competitive
    analysis
  • Discussion of current marketing strategies and
    approaches to reach members/non-members
  • Review/analyze all data captured and hold
    one-on-one discussions with NSC staff

12
Market Research Study
  • Phase One Step Two
  • On-line web survey via e-mail, including members,
    former members, and non-members
  • Focus on product usage, purchase
    decisions/expectations, use of competitive
    products, quantitative questions to assist with
    sizing and growth opportunities, multi-cultural
    and aging workforce issues

13
Market Research Study
  • Phase One Step Three
  • Utilizing information captured via Steps 1 and 2,
    and an analysis of injury data, SCAN the areas to
    be explored
  • Develop a model that provides estimates of market
    size and opportunity for the target market
    segments included in Phase One
  • Outcome of this preliminary analysis will uncover
    a picture of where we believe the growth
    opportunities exist

14
Market Research Study
  • Phase One Step Four
  • Opportunity Assessment Within One Market Segment
  • Segment sizing
  • Identification of NSC penetration and competitive
    activity
  • Segment profiling to include
  • Decision-making and influencing process
  • Usage of safety materials, training
  • Opportunity to grow revenues to NSC members
  • Opportunity to grow membership
  • Opportunity to sell products and services to
    non-members
  • Alternative channels that may be utilized to
    reach the segment
  • Perceptions regarding NSC brand position
  • New product opportunities
  • Pricing perspectives

15
Market Research Study
  • Phase One Step Five
  • Strategy Work Sessions
  • Review results for the selected segment
  • Discuss growth implications
  • Recommend appropriate Phase Two elements
  • Phase One Timing
  • Seven week study results/analysis - mid/late
    April
  • John Henderson, CEO of FLA
  • Two consultants one consultant as Project
    Leader
  • Weekly verbal updates
  • Three meetings during Phase One during Step One
    and the conclusion of Steps 3 and Step 5

16
Market Research Study
  • Phase Two
  • Proposed in detail following Step 5 of Phase One
  • Include additional market segment assessments
  • Results of Steps 2 and 3 from Phase One will
    identify which segments to prioritize for Phase
    Two

17
Market Research and Measurements
  • Need a focus on measurements
  • Lack of understanding of cause/effect of
    marketing promotional efforts
  • Renewed focus on ROI
  • Beginning to capture total marketing cost
  • Identify what is/isnt working for us redirect,
    re-strategize sooner, rather than later

18
Market Planning
  • The marketing planning efforts will be based on
    the output of our market research efforts
  • Will identify potential markets for Council
    products and services
  • Will mine data to identify new
    cross-sell/up-sell and membership acquisition and
    retention opportunities
  • Identifies new market opportunities and product
    lines ideal for expansion

19
Product Marketing
  • Identifies opportunities for product revenue
    growth and/or repositioning in direct correlation
    to the market segment strategy
  • Identifies where the largest opportunities for
    revenue growth exist for focused product lines
  • Identifies opportunities for new products based
    upon research and quantitative analysis
  • Adheres to the product portfolio review process
    what products/services the Council should invest
    in, maintain, and grow

20
Channel Marketing
  • Instrumental in the Councils go to market
    efforts
  • Identifies what role our channel partners should
    play in the execution of the marketing strategy
  • Responsible for driving revenue growth through
    the Councils channels of distribution
  • Chapters
  • Divisions/Volunteers
  • Inside Sales/Customer Services
  • Membership
  • Web/E-Commerce

21
Marketing Communications
  • Develops and executes off-line (print) and
    on-line (web) promotional campaigns
  • Identifies integration opportunities
  • Never miss an opportunity to IMPACT our focus
    areas, including Membership
  • Never miss an opportunity to promote the
    Councils value proposition driving cross
    selling and up-selling initiatives
  • Uses technology to plan and measure promotional
    campaigns in a timely manner

22
Key Successes
  • Completed reorganization of Marketing staff
  • Provided promotional and development
    opportunities to staff high morale
  • Currently recruiting for open positions
  • Resources focused on Focus Growth areas
  • Identified research needs and partner developed
    plan and are now executing that plan

23
Key Successes
  • Channel marketing initiatives
  • We have provided Chapters with more marketing
    tools to drive growth in their local markets
    (print and web)
  • Documented what Marketing is doing to support
    EACH chapter
  • Strong web activity direct mail efforts are
    driving activity to the web (e-commerce)
  • Built close ties with our Divisions/Volunteers
    eyes and ears of the marketplace
  • Focus on timely, less costly web marketing
    initiatives

24
Key Successes
  • Marketing Communications
  • Strong January results February looks good
  • Consider the timing driving results after
    reducing marketing promotional spend (Oct, Nov,
    Dec) in favor of less volume, more targeted
    initiatives
  • Innovative introduction of HTML e-mail marketing
    campaigns more targeted at significantly less
    cost its working!

25
Key Successes
  • Using technology for
  • Data mining membership/prospect databases,
    segmentation analysis, profiling analysis
  • Building new prospect databases, focus on
    acquiring e-mail addresses for lead management
    purposes - supports our HTML email marketing
    efforts
  • Measuring effectiveness of marketing campaigns
  • Developing and maintain web content and
    functionality
  • Building reporting infrastructure

26
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