Marketing Your Way to a Full House

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Marketing Your Way to a Full House

• M. Mandy Kolesik
• Marketing Kinetics LLC

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Typical Methods of Marketing

• The Shotgun Approach
• The Rifle Approach
• The Ostrich Method
• The Planned and Prosperous approach

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Planning for Marketing

• Know your Industry
• Know your Market
• Know your Brand
• Know your Competition
• Know your Customer
• Know your Budget

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Market Segments

• Unique needs unique benefits
• Traveling Sporting Events
• Law Firms
• Universities--Visiting professors
• Traveling Nurse Associations
• On-Site Film Production
• Plan by segment
• Message by segment

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The Right Message

• Step 1
• What does the customer really want? What is
  the deal maker for them?
• Step 2
• What do I really have to offer? Benefits?
  Distinctives? Dynamics?
• Step 3
• Is this message personal and relevant?

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Effective Messaging

• The message is graphics, layout, and copy
• Benefits language
• Personal and Relevance
• Overcoming objections

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The Right Place

• Who is the decision maker for this market?
• Which channels are they tuned in to?
• Websites?
• Journals?
• Associations?
• When are they most likely to be influenced?
• Work?
• Home?

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Advertising Opportunities

• 5 Basic Rules
• The opportunity reaches the right people.
• The opportunity is in a proven place.
• The opportunity reaches my market at the right
  time.
• The opportunity is consistent with my marketing
  plan.
• The opportunity offers significant ROI.

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ROI-Return on Investment

• What outcome are you looking for?
• Formulas
• Cost per impression
• Cost per inquiry or lead
• Cost per sale

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Cost effective new media

• Email marketing
• Search
• Website sponsorship
• Landing pages

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Email Marketing

• CAN Spam-- your policy
• List Rental-- the ins outs
• Artwork-- what works what doesnt
• Predicting open, click inquiry rates
• Test, test, test

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Expected response by industry
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Landing Pages

• Landing page versus website
• Forms-short and simple, privacy
• Monitor views and submits
• Metrics by referral source

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Making a Case for

• Ask for to support a plan
• Quantify past performance -- take credit
• Predict return on investment
• Stack the deck with influencer buy-in
• Make a case for visibility too
• Make a reasonable request

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Making a Marketing Plan

• Overall Marketing Objectives
• Segment definition
• Messaging to that segment
• Channels to carry that message
• Estimated Costs
• Projected ROI

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eMarketing Resources

• Bronto
• Email Insider (mediapost)
• Marketing Sherpa
• Center for Media Research
• Your Vendors!