Innovative Marketing Presented by Jim, Jayme and David

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Innovative MarketingPresented by
Jim, Jayme and David
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What is Marketing?

• Every company in the world has a story to tell...
  a story of who they are and what they do.
• Marketing creates a message that tells the
  story.
• Marketing also defines the process that will be
  used to deliver the message.

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Marketing Vehicles

• When we deliver a message in todays marketplace,
  we have a variety of vehicles from which to
  choose.
• Which media you use depends on how effectively it
  will attain the desired reach and frequency.
• Reach is getting to your target audience.
• Frequency is how often you get their attention.

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TV and Radio

• Theyre called broadcasts because they cast
  your message to a very broad audience.
• Broadcasts are most effective when marketing a
  commodity (soap, cars, etc).
• Broadcasts are less effective if your products
  address a niche market, target a limited audience
  or are complex.

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Magazines

• Like a broadcast, but more focused according to
  the readers interests.
• In 1992, there were 1,800 titles at your
  newsstand.
• In 1994, there were 3,300 titles.
• Magazine Publishers of America, Forbes, May 23,
  1994
• The increase in magazine titles means an increase
  in the number of advertisements you must run to
  maintain your reach.

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Telemarketing

• An effective rep can place 400 calls per week
• Telephone selling offers
• Low cost
• Highly targeted
• Voice Mail Jail
• 80 of households screen their calls.
• 90 of US corporate executives screen their
  calls.
• If a prospect doesnt know you, he is not likely
  to return your call.
• Telemarketing Magazine, September, 1993

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Field Reps

• You can see the size of an opportunity.
• Group presentations help move the prospect toward
  a sale more quickly.
• A personal visit is a strong tool for building a
  relationship.
• Youre lucky to meet with 15 customers per week.
• Average cost of a direct sales call is 450.

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Direct Mail

• Highly targeted lists let you reach your target
  market.
• Mail is inexpensive achieving your desired
  frequency is usually not a problem.
• Large and small companies communicate at the same
  level via the mail.
• Repetitions help maintain a relationship over the
  course of your selling cycle.
• Feed higher-cost sales reps with warm leads
  instead of cold ones.

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Selling Cycle

• On average, in the US in 1993, it took 12
  impressions to close a sale.
• Thats 12 times you have to call, mail, visit, or
  be seen in advertising by your prospect, before
  hes ready to do business with you.
• 90 of YOUR competitors give up after the 4th
  contact.
• Sales and Marketing Magazine 1993 Annual Survey

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Marketing Challenge

• How do you get from the 4th presentation to the
  12th, without letting your prospect slip through
  the cracks?
• How do you keep your message consistent
  throughout your enterprise?

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Integrated Marketing Communication

• Each marketing vehicle has its downside
• The trick is to leverage one marketing vehicle
  off another
• Personalized mail could introduce a telemarketer
• A telemarketer could qualify a prospect
• Field reps visit only the most highly-qualified
  clients
• The strategy that integrates several marketing
  vehicles in just the right way, will become your
  optimum selling process.

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Send a Consistent Message

• Corporate Headquarters
• Even within the four walls of your corporate
  headquarters, people are sending different
  messages to customers. How often has someone
  quoted an old price or policy? Is anyone
  sending outdated literature?
• Field Reps
• How can you keep reps, who are in the field 80
  of the time, apprised of changes in your
  marketing message or changes in the process used
  to deliver that message?

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Send a Consistent Message

• Regional Offices
• If you think its tough sending a consistent
  message at home, imagine coordinating the sales
  efforts across the country. How can you be
  assured your regional offices are sending the
  same message, and sending it using the same
  process?
• Dealers
• If your products or services are promoted by
  another party, how can you influence the way they
  tell your story?

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Outline Your Objectives

• When embarking on any project, we need to
  establish our goals before we get started. By
  doing so, well be able to compare our actual
  outcome to our original expectations.
• You probably already have some objectives in
  mind, when it comes to sales automation. Wed
  like to add 2 items to your list, if theyre not
  already there...
• Leverage one marketing vehicle off another
• Send a consistent message

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Opportunity Management

• Manage your sales pitch
• For each opportunity you identify and qualify,
  specify the projected close date, probable value
  and your confidence level.
• Record objections and issues to resolve and who
  your competitors are.
• Generate a sales forecast
• Project your revenue for next month, next quarter
  or any period you want.
• Sales pitch at a glance
• View your sales pitch and any notes. This lets
  you see which areas you need to emphasize.

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Opportunity Management

• Your sales cycle is someone elses buying cycle.
• If you think about the steps you go through to
  buy something, you can begin to understand the
  selling process.

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Conclusion Marketing is boundless!
Thank You!