Your Marketing Sucks

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Your Marketing Sucks

• Reading Review, Chapters 1 and 2

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Rule 1

• You will engage in Extreme Marketing, which means
  every marketing dollar you spend will bring in
  more than 1 in return.

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Fundamentals of Extreme Marketing

• Every dollar you spend is
• Set in a strategic context (you have to have a
  darn good reason to spend it)
• Is based on a plan constructed to make certain
  that every marketing tactic and tool reinforces
  every other marketing tool being used
• Brings back more than 1 in return

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Extreme Marketing Tactics

• Nail your USP
• Differentiate yourself from the competition
• Know your customer so you can sell to them
• Make sure your systems are in place so you can
  sell effectively
• Continuously capture new leads
• Make sure you know how you will to sell the leads
• Sell to your existing customer base

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Start thinking snowball Work to gain speed
every day
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Rule 2

• Marketing is not about spending money on such
  things as advertising, direct mail, and PR.
  Those are just tools. Marketing is about growing
  your business its revenues, profit and
  valuation.

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Consider This!

• The example on page 21 great example
• You have to think your marketing tactics through!

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Biggest Misconception

• All you need is

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Evaluate your current marketing efforts

• Do you make when you advertise?
• Does your marketing generate more revenue than it
  costs to produce?
• Can you directly track sales from your marketing
  collateral?
• When was the last time you received feedback
• ( or -) on your materials?

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Evaluate your current web marketing efforts

• DO YOU HAVE A STRATEGY?
• How many visits do you get from your site?
• How do people find your website?
• What do they do when they get there?
• Are you making sales from your online efforts?

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No Sucky Marketing!

• Incorporate multiple channels into your plan to
  cumulatively drive sales
• Develop creative ideas to capture the attention
  of your desired audience
• TARGET
• Blend the elements of your marketing plan so that
  they support each other to create sales
• Do not spend on marketing unless it
  makes you

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Understanding ROI

• Meaningful Return on Investment (ROI)
• 1 The recruitment of new customers
• 2 And/or the sale of additional products to
  existing customers

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ROI

• New customers
• AND Sale of additional products to existing
  customers

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Effective advertising

• Be more concerned with how an ad works vs.
• how pretty it looks
• Dont forget CLARITY!

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Effective advertising

• Write down all your marketing efforts
• Print
• E-mail
• Search
• Website
• TV
• AndDont proceed unless you can evaluate! ?

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Extreme Marketing in Action

• Work the low hanging fruit
• Hit the market with all your efforts at once vs.
  being linear
• Do what works for you, do not accept the word
  should All cases are different
• Question every rule dont accept the norm
• Be inventive, assertive, savvy, sensible
• and sales-y

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Extreme Marketing in Action

• And dont forget how important the web is in
  helping you be a great marketer!!
• Targeting
• Tracking
• Flexibility/deliverability
• Interactivity
• Cost

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Rule 3

• Most companies make salesmanship the last step in
  the marketing process.
• Most companies are wrong Salesmanship should
  come first.

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Nothing happens until a sale is made

• Are your marketing efforts generating new sales?
• Are your marketing efforts generating add-on
  sales?
• The sales process never stops
• How are you inviting sales? (Value)
• Free Trial
• Limited Offer?
• Education/Consultation

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The more you require a client to do, the less
likely you are to make a sale
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No lazy marketing!
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Noteworthy Notes

• Story on Page 33 Salomon Smith Barney
• Flowchart on Page 61
• Whatever distinguishes your product or service
  must be the feature that is used to attract
  prospective clients and customers. It must be
  your central message

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Definition of Marketing

• Marketing is about growing your business
• Marketing is not PR, Advertising, E-mail, etc. -
  Those are just tools that you can use to grow
  your business
• Smart marketing ROI (Return on Investment)
• Every business is different, your marketing
  tactics will be too!

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Marketing Sales

• You need real sales tactics to close the deal
• For this class, you have to think with a sales
  hat on

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Lets get started!