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Slides from the recent Business Club Marketing Seminar
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Welcome to …
• “You Can not change the direction and forces of the wind, but you can change the setting of your own Sail” - Jim Rohn
“Where you’ll be in 3 years time will depend on the Books You Read, the People You Associate With AND the Strategies You Implement!”
Your Top 3 Wins Since First Meeting...?
What Were Your Top Learning's & Ideas?
Profit Margins Up Sell/
Cross SellEnquiries Conversion
RateLife Time
Value
Your Business Engine – Revving Up Results
Score the pistons from 1 – 10 (1 being lowest and 10 being highest)
Your 4 Types of Customer Fuel...
D Grade
Low Profit
High Maintenance
C Grade
Low Profit
Low Maintenance
B Grade
High Profit
High Maintenance
A Grade
High Profit
Low Maintenance
To Accelerate Your Business in 2010
“A Business has but two Purposes...
Marketing & Innovation.”
Peter Drucker
What is marketing
Top 7 Reasons for Marketing Failure
• No clear business strategy, plan or budget• Viewed as Event not a Campaign• No clear USP, CTA or Guarantee• No metrics for performance• Not Investing enough to get
a new customer• Poor Target Market• No Compelling Offer
The advertising formula ...
Attention
Interest
Desire
Action
Magnetic Marketing …
Who is your target market?
Local Geographical Area
10%
Where to Invest Your Marketing Money?
Existing Customers
60%
New ‘A’ Prospects
30%
The 6 Keys to ethical influence in marketing ...
1. The Law of Reciprocity
2. The Law of Scarcity
Dr Stanly Milgrams obedience study 1961
3. The Law of Authority – People respond to perceived power ...
4. Law of Consistency and Commitment
Start small and work up to the big sell!
©©©PA Enterprises Ltd 2009
5. Law of Liking – Power of Social Networks
Member Spotlight …Your time to Shine!
Building Your Business with …
The 4C Marketing System of the Social Media World
Free contentConnection content
Conversion content
Relationship content
Winning topics for headlines
Self Interest
Speed
• DON’T use your own Name ...• Put the word YOU in it ...• Open a LOOP ...• QUALIFY the right readers ...Sell the BENEFITS ...• 20 to 25% of the space of the Ad ...
• Times New Roman Upper and Lower Case ...
• NO italics, CAPITALS, or underlining ...
Headline rules to follow
34
Headline
Testimonial
Free Offer
Accreditation
Call to action Logo
Coupon
2ndOffer
Pictures
Offers
Time to Trade up & Trade In…
Marc Smith – MD
“I was mucking around on my calculator at the weekend (in between working and sleeping!) and worked out that the return I got on my marketing investment in the XX magazine of £1800 was 24,556% or £442,008.”
“Is this good coach???”
Real Life Client Case Study ...
Turnover £250,000 to £850,000 in 18 months
Build Perceived Value Vs Discounting
CopySells!
William Bernbach’s formula for successful copy
• The most powerful element in copy and advertising is the truth
• The truth is not the truth until people believe you• They can’t believe you if they don’t understand• They can’t understand if they don’t listen• They won’t listen if you’re not interesting• You won’t be interesting if you don’t day things
imaginatively, originally, freshly• Your job is to bring the dead facts to life
USPGuarantee
Why Have a Strong USP and Guarantee?
1.Justifies higher prices
2.It will increase conversion rates
3.It will scare your competition
4.It will generate more enquires
5.It will create word of mouth “buzz”
6.Lowers the barrier to ownership
Well known Guarantee Examples ..
Fresh hot pizza delivered to your door in 30 minutes or it’s free!
If the movie you want is out of stock it’s free next time!
We offer a money-back guarantee if we miss our published delivery time
by even 60 seconds!
Guarantee Myths ... Why people resist
Between 1 – 2% of people will claim ... Between 1 – 2% of people will claim ...
Two types of Guarantee ...
Test Your Offers on a SMALL Scale first!!!
What Action do you wantpeople to take physically?
Why should people respond Now, what is your Compelling Call To Action?
Who is your Specific Target Marketfor this campaign?
What 5 marketing tools will you use to contact them?
What GUARANTEE are you offering to reduce their risk?
What is your “Outrageous” Offer orBig Bold Claim?
What is your marketing Breakeven and target ROI?
The 7 Power Question Marketing Plan …
Thank you