Delaware Valley Industrial Resource CenterMarketing Services Overview

DVIRC2905 Southampton Road

Philadelphia, PA 19154

The Navy Yard Building 100 Innovation Center

4801 S Broad St, Suite 100 Philadelphia, PA 19112

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The Delaware Valley Industrial Resource Center (DVIRC) is a private, not-for-profit regional economic development organization.

We are one of seven Industrial Resource Centers in Pennsylvania, and one of 59 Manufacturing Extension Partnership (NIST / MEP) affiliates.

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How We Work:

DVIRC’s Strategic Approach to Our Market Has Been Constructed To help Grow Our Client’s Business Value.

As such, our work is designed to help Businesses Experience: Growth in Sales, Growth in Profitability and Success in Execution.

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Regardless of Industry Type, We Define the Components of Business Value as…

Management, Management, Management

Quality & Sustainability of Revenues & Earnings

Market Position and Environment

Capital Requirements Relative to Cash Flow

Quality of Systems and Controls

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In a NIST Study of owners of small and midsized companies identified:

6 of 10 need a process for Cost Savings 8 of 10 need a process for Growing Sales

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Our process goes to work on: Identifying specific growth opportunities to match

competencies

Collecting purchasing intelligence related to specific decision makers

Building a call-screened database, complete with emails

Creating reusable marketing collateral to support active sales efforts

Real-time Project Management and Follow-Up

Securing Qualified Leads!

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Our Process for Business Growth

Profile Target Opportunities

Build Databases

Create Messaging

Communicate to Target Markets

Get Sales Appointments

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Market & Economic Research

Market Research Support

ProjectCoordination

Market Positioning Support

DirectorMarketing Services

Inside Sales Support

Inside Sales Support

Inside Sales Support

Inside Sales Support

Our Marketing Services Team

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We Use a Holistic Approach to Grow Sales… Working as an outsourced solution, we deliver:

The foundation for a sales and marketing plan

Primary & Secondary Market Research

A clear and distinct value proposition

Relevant market opportunities that match core competencies

A call-screened, custom data base featuring well over 100 category

specific decision makers

Marketing To selected decision makers (letters, post cards, emails*)

Internal Sales Support (Yes, we make over 100 cold calls!)

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Strategy Research

Voice of Customer

Market Validation

Market Opportunity

User Needs

Marketing & Sales Planning

Situational Analysis

Goals & Objectives

Market Strategy & Tactics

Implementation Plan

Execution

Evaluation & Control

Sales Support

Market Positioning

Opportunity Scouting

Database Creation

Prospect Validation

Campaign Design & Outreach

Inside Sales

Market Feedback

100 Profiled Targets

200 Decision Makers

Market Diversification

Web Marketing

Pay-Per–Click Ads

Search Engine Optimization

Viral Networking

Social Media

Architecture

Design

Development

Maintenance

Tactical Support

Graphic Design

Newsletters

Email Management

Campaign Design &

Management

Market Launch

Database Screening /

Creation

Prospect Validation

Inside Sales Support

Sales Training

Project Management

Business Growth Solutions

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Scouting Growth Markets

Targeting New Customers

Creating New Products/Services

Committing to Sales & Marketing

Identifying USPs

Delivering a Value Proposition

Being Up For a Fight!

Companies Can Fight Back….

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This includes:

The foundation for a sales and marketing plan

Primary & secondary market research

A clear and distinct value proposition

Scouting relevant market opportunities that match competencies

A call-screened, custom database development recording category- specific decision makers

Continuous marketing to decision makers (letters, post cards, emails*)

Internal sales support ( we average 20 hours per month)

We Believe in Holistic Approach to Grow Sales…

sustained

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Profile Target Opportunities

Build Databases

Create Messaging

Communicate to Target Markets

Get Sales Appointments

Products Markets

Sellers Decision Makers

Market Needs / Pains

Unique Selling Points

Structured Outreach

Qualified Leads

Why It Works…

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When We Get Started, We Define What We have to Work With …

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We Help Clients…

Capitalize on Perceived Strengths

Look at Overcoming Perceived Weaknesses

Identify New Market Opportunities

Avoid Threats

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“If you’re not meaningfully UNIQUE,you better be CHEAP!”

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How Are you Unique? You can not have an effective business strategy if you are not able to successfully answer this question.

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We Have Good PeopleWe Have Good QualityWe Are Always Near or On-time With DeliveryWe are Not the Cheapest-But Not the Most Expensive

That’s What He Said

Did your answer start with any of the following?

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1. Your value proposition must be a statement of what you actually are – not just something you aspire to become.

2. Your value proposition must exist in the interface between a company’s ability to deliver a product or service and the perceived needs and desires of a targeted market segment.

3. Your value proposition must be rooted in a deep, certain knowledge of [your] targeted customers and a realistic

appraisal of [your] own capabilities.

Just The Facts please…..Just the facts.

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Playing Up Your Strengths Will Enable You to

Outperform your Resources & Outpace Your Threats.!

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Will Help You Simplify & Articulate Your Value Proposition.They are extremely useful because:

Confusing Your Customers About Your Products or Service is Never a Good Thing!

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The Rules are Simple:

1. Be clear in stating the Overt Benefits of your products or service.

2. Give your market a Reason to Believe their money is well spent with you.

3. Present a Dramatic Difference between you and your rivals.

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Your Overt Benefit Should…DEMAND

the Real Reason to Believe!

or to make things simple:

Overt Benefit + Reason to Believe= Dramatic Difference

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Faster than a speeding bullet.More powerful than a locomotive.Able to leap tall buildings in a single bound.

Look! Up in the sky!It's a bird. It's a plane. It's Superman!

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With the Marketing Physics Complete, People Get Excited….

They want to do more.

Enhance or Redesign Websites Build Effective, Low-Cost Email Campaigns  Create Segmented Marketing Campaigns Train Sales Representatives/New Hires  Create Product Catalogs, Letters, and Postcards  Establish or Redefine the Brand Position Engage In PR Efforts, etc…

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We Believe Growing a Business Requires a Structured Process:

PLAN: Design or revise the business development process components to improve results DO: Implement the business development plan and measure its performance CHECK: Assess the measurements and weigh the results ACT: Decide on and initiate changes needed to improve the growth process

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Our Planning Delivers Key Market Insights

Growth in the SME world is fueled by early adapters to emerging opportunities that fit with the organization's competencies

The innovative, niche players and those who are heavily financed take market share over those who live day-to-day

The Alpha Position is a result of giving the market what it wants faster and better than a rival supplier

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Our Actions Go To Work:

Identifying specific growth opportunitiesCollecting purchasing intelligenceBuilding a call-screened database,Creating reusable marketing collateralReal-time Project ManagementSecuring qualified Leads!Managing Client Follow Up

“The ancestor of every action is thought…”

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A Plan is only as good as the actions taken to move it forward. Implementation requires people doing things…

A Fixed Schedule A Good Prospect List Delivery of the Pitch Task Owners Accountability Clear Success Measures

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Microsoft Project can help you track and manage your goals. It is as easy as:

Building Your Plan

Defining Your Timeline

Tracking & Managing Your Efforts

Closing Out & Reviewing Effectiveness

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• As efforts are made to grow business, monitor your progress, and assess your performance.

• Obviously you will want to do more of the good, but also try to correct whatever is not working.

Check, Recheck, Then Check Again….

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Our Actions At a Glance…

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Over 100 uniquely profiled target opportunities with over 200 names and titles for category specific decision makers.

A call-screened, database (complete with emails in most cases).

A comprehensive Positioning Report containing: sales and marketing, planning recommendations, and campaign material.

Real-time market intelligence/the specific wants and needs of a new prospect.

A CRM-friendly record of every conversation our sales team has!

An average of 12 Qualified Leads!!!

Over the Course of 3 to 4 Months Everyone Received…

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Thank You!!!