Attraction Marketing: How To Make Your Brand, Product And Services More Attractive To Prospects

Presented by:Dan Gartlan, PresidentStevens & Tate Marketing

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Attraction Marketing

The “Make Or Break” Attraction Marketing

Objective6 Strategies for success

Driving The InitiativeThe Marketing MarchBenefits beyond Attraction

Takeaways

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Make Or Break

The one thing that must be done extraordinarily

well to achieve your vision

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Make Or Break

Apple:Design

GE General Electric:Training Leadership

Vistage:Membership Growth

S&T/EDS:Attract Top Advertisers

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Make Or Break

The one thing that must be done extraordinarily well to achieve your vision

ADVERTISING:Vision:

Be an agency of record for seven top category leading advertisers

Make Or Break:Attract top advertisers

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Make Or Break

SENIOR COMMUNITY:

Vision:Be the choice in our 5 county service area for healthy seniors looking to improve their lives

Make Or Break:Attract active residents, couplesWin over key influencers

Side One of the

Worksheet

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Set A Clear Objective

When you know your

destination, mapping

the course becomes clear.

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Advertising Agency Objective

Increase our list of top clients

by projecting S&T/EDS

as an “attractive” marketing partner despite the New Economy

SO THAT we add 7 or more large advertisers

and reach our 2012 revenue goal of $ ??? .

Side Two of the Worksheet

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Senior Living Community Objective

Increase our Pre-Sales

by projecting “Superior Commons”

as an “attractive” CCRC community despite the New Economy

SO THAT we add 30 or more healthy residents

and reach our 2012 revenue goal of $ ???? .

Side Two of the Worksheet

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What Is Attraction Marketing?

What Is Attractive?

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Benefits Of Attraction Marketing

Puts you out there for all to see

Draws prospects closer to you that have an interest in learning about what you know

Feels more like a third party referral... customers come to you

Gives you exposure beyond your marketing budget

Develops your staff and improves morale.

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Attraction Marketing is the process of making your company, its products, services and culture more attractive to prospects by driving specific marketing initiatives with the assets you already employ.

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6 Key Strategies

All Dressed UpShow Up In StyleBe ImpressiveBecome A SocialiteStay Top Of MindLend A Hand

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All Dressed Up

First Impressions

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All Dressed Up: Website Content & Enhancements

When was the last time your website’s content was updated?

- This month?

- This quarter?

- This year?

Does your message connect with your prospects today?

- Their emotions?

- Concern with the economy?

Is your content about you or them?- Benefits vs. features?

- Story telling vs. facts?

Make A Strong First Impression Through Relevant Website Content.

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Show Up In Style

Groups, Events & Trade Shows

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Show Up In Style: Community Groups & Associations

How many events do you attend each month?

- One, two?

- How many people get out?

How many new contacts do you add to your network each month?

- Set goals on meeting new people for each event?

- Email and talk to members before and after the meetings?

Do you add value to the organization?

- Committee work?

- Volunteering?

Participate In Community Groups & Associations

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Be Impressive

Thought Leadership

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Be Impressive:

Are we considered a thought leader in the community?

- Quoted in the press?

- Referenced in an article?

How many times does your organization speak to groups?

- On-site?

- Out in the community?

Does the content of your Blog position you as a leader?

- Focused on learning?

- Giving back selflessly?

Thought Leadership Through P.R., Public Speaking, and Your Blog

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Become A Socialite

Social Media

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Become A Socialite:

Do you have a Social Media strategy? - Is it manageable?

- Does it echo your brand? Do you recognize yourself?

Is B2B part of that strategy?- Should you LinkedIn?

- What’s your number?

Does your content get out beyond your website?

Join The Conversation Through Online Social Media

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Stay Top Of Mind

Email & Mail

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Stay Top Of Mind:

Maintain A Connection With Email & Mail

Does marketing assist sales in their process?

- Does your program fill in the information sales needs them to know?

- How up-to-date and organized is the database?

Do you have a communications plan that...- Messages on your competitive advantages?

- Offers more than promotions?

- Builds trust?

Does your program draw them back to your community and your website?

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Lend A Hand

Pro Bono

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Lend A Hand:

Does your organization give back?- Visible and valuable to your prospects and

customers?

- Offer those involved a feeling of good will?

Do you communicate this to your audiences?

- Press releases?

- Promotions?

- P.O.P.

Give Back With Pro Bono Work And Volunteering

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Budgeting

Time IS Money!

22%

9%

13%

22%

27%

7%

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Top Down & Team

The Marketing March

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Driving Attraction: The Marketing March

Champions:

Each strategy you implement has a champion to drive resultsChampions can be from any department as long as you are confident they have the skills to manage a projectThey build and own their future indicator reports, they are updated weeklyLet the team evolve to ownership of the project...you focus on leadership

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Driving Attraction: The Marketing March

Reporting:Dashboards of future indicators and results per strategy are developed by the championBudgets by strategy are kept up to date with internal and external time and costsCan be personalized but must contain:

One chart for each agreed on tacticGoals: monthly, YTD and annualComparison of goal vs actualMust evolve with changes to the program

Social Media Postings Social Media Fans & Followers Social Media InteractionsGoal - Minimum 9 per Week (3 Twitter, 3 Facebook & 3 Blog) Goal - 5 Interactions Per Week (20/Month)

(Comments made on Facebook, tweets that mention S&T, and retweets of S&T tweets)Actual Goal Date Facebook Twitter Actual Goal

This Week 16 9 Always 9 8/28-9/2 95 93 This Week 5 5 Always 5Sep 35 18 9x#weeks that have passed 9/3-9/10 95 98 Sept 16 10 5x#weeks that have passed in the monthYTD 468 477 Add 9 9/11-9/17 95 98 YTD 102 190 Add 5Annual 468 612 always 612 Annual 102 260 Always 260

Daily Twitch Blog Traffic Sources

Facebook LinkedIn Twitter S&T Organic Direct Referral EmailPress Releases 8/28-9/2 2 4 0 1 39 6 6 6

Goal - One per month 9/3-9/10 0 0 0 1 43 4 2 09/11-9/17 2 1 0 1 38 5 3 1

July - APDAAug - Smart SealedSept - TopLine S&T Website Traffic From Social Media

Current Prior Facebook LinkedIn Twitter BlogThis Wk v. Last Wk 14 6 Last Wk 1 9 0 4 This week dataAug v. Sept 20 56 Last Mth 3 19 0 9 This monthYTD 2011 v. 2010 266 249 Last YTD 31 156 10 69 2011 YTD

94 70 2 83 2010 YTD

Press Release Syndication Linked In Contact Groups Facebook ContactsGoal: Minimum of 1/mth; 19 total by July 2012

Month Goal Actual Annual Goal #

Actual # Added

Reach Out Goal

Reach Out Actual

Annual Goal #

Actual # Added

Reach Out Goal YTD

Reach Out Actual YTD

Jul 1 1 1/month Dan - Hospitality 20 78 12 0 Dan Total 50 0 12 0Aug 1 1 Dan - Senior Living 20 38 12 0 Mark Total 50 31 12 0Sept 1 1 Dan - Total 500 427 24 85 This week Mark - Aldi 20 0 12 0YTD 6 3 always add 1 to goal Mark - Food Retail 20 13 12 0 Dan - Hospitality 20 0 12 0Annual 19 3 always 19 Mark - Packaging 100 86 12 1

Mark - Total 500 372 24 63 This week

Articles Posted Organic Keywords Driving Traffic To Daily Twitch - Top Ten

Stevens & Tate Marketing Launches New Identity and Online Strategy for TopLine PartnersKeyword Group # of Visitors Landing PageMarketing News: 10 Wild and Crazy Marketing Ideas That Worked cheeming boey 2 /index.php/package-design/package-design-agency-sharpie-draftfcb-celebrates-magicmarker-artists-cupdoodler-cheeming-boeyFriday Trivia: Which soft drink commercial features a man going head-to-head with a ram? Sprite, Mountain Dew, 7 Up, Sierra Mistkraft logo 2 /index.php/retail/grocery-advertising-agency-news-kraft-market-grocery-business-splitStevens & Tate Marketing Launches New Identity and Online Strategy for TopLine Partners 4th quarter marketing event ideas for retirement homes1 /index.php/category/seniorlivingMarketing News: 10 Wild and Crazy Marketing Ideas That Worked articles on victoria secret marketing1 /index.php/social/victorias-secret-on-marketingStevens & Tate will be attending the @PackagingSells Conference. Will we see you there? assisted living marketing ideas1 /index.php/category/seniorlivingWe are excited for the #PACKEXPO - only 11 days away! Tell us your booth numbers and we'll stop by. #networking best guerrilla marketing ideas1 /index.php/creative/marketing-news-10-wild-crazy-marketing-ideas-worked#EmailMarketing RT @DMNews Just released! The 2011 Essential Guide to Email Marketing. Get it here: dmnews.com/the-2011-essen… #emailmarketing burger king animated 1 /index.php/media/creepy-advertising-mascotsRegistration is open for LSN's Upcoming Senior Living Conference! View the digital advance program and register... cheeming boey art 1 /index.php/package-design/package-design-agency-sharpie-draftfcb-celebrates-magicmarker-artists-cupdoodler-cheeming-boeyStevens & Tate is excited to announce that we will be speaking at the @LSN1001 Senior Living Conference in October. #AttractionMarketingcrazy internet ideas worked 1 /index.php/creative/marketing-news-10-wild-crazy-marketing-ideas-workedStevens & Tate is excited to attend the @MotivationShow in October. Will we see you there?crazy marketing ideas of the past1 /index.php/creative/marketing-news-10-wild-crazy-marketing-ideas-worked#FF is all about #Marketing today @MarketingB2B @DMNews @MarketingWeekEd

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Four Takeaways!

Create Your Attraction Team:Strategy champions at all levels and areas of your business.One per strategy.Do not pick the leadership team. New people, new ideas, new energy!

Develop Your Make Or Break:With your leadership team determine your..

MARKETING VISION

OBJECTIVES

MAKE OR BREAK

Commit To Leading:Remember, this is not a committee, no one is voting, they have input...you are in charge.Make the meeting or assign a leader when you can not be there.

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Speaker Bio

Dan develops strategic programs that Make Things Happen™ for companies ranging from non-profits to Fortune 500. With a diverse background of education, studio art and advertising design, that combines over 20 years of marketing experience, Dan believes that marketing requires leadership from the top level, yet can be enhanced by the assistance at all levels. Dan continues his growth as an educator, and a student, through professional affiliations like Vistage and Dale Carnegie.

Industries served:Senior Living & Healthcare

Real Estate, Land Development & HomebuildingTravel, Tourism & HospitalityBusiness to Business: Services & Products

Insurance & Other Professional ServicesRetail & Grocery

CPG & Food

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Dan GartlanPresidentStevens & Tate Marketing

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COPY OF THEPRESENTATION:

Write “Present” on a business card

& hand it to me today.

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Thank You For Your Time!Dan Gartlan, Presidentgartlan@stevens-tate.com630/627-5200

More on Attraction Marketing at Stevens-Tate.com & AttractionMarketingUS.com

To receive a PDF of this presentation, email us at info@stevens-tate.com.

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