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1
STRATEGIC MARKETING
Steve RostGeneral Manager
J.C. Restoration, Inc.4.26.12
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What makes me qualified to speak to you today???
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My Background
• 1995 (Illinois State University)– B.A. in Marketing
• 1995 – 2004 (R&C Air Sales)– Sales Account Rep – Distributor for Air Handling Equipment– Primarily Cold Calling:
• End Users (Caterpillar, General Electric type companies)• OEM Manufactures• Sheet Metal Contractors• Engineers, Design/Build Firms
– Road Warrior• Territory - Covered Central Illinois• Sq. mileage of 15,000 – or about the size of the State of Maryland
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My Background• 2004 – 2006 (ACR – Wheeling, IL)
– Monster.com Ad– Very Vague• Sell disaster clean up services to specific insurance markets…
– Top notch Mitigation & Cleaning Company– Role:
• Account Representative • Initially:
– Agent Marketing » City of Chicago
• Eventually called on five markets– Agents– Adjuster– Property Management– Plumbers– General Contractors
• Goals (S.M.A.R.T.)
– ACCOUNTABILITY
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My JCR Background
• 2006 – present (JCR)
– Top Notch Full-Services Restoration Company
– Roles Served:• Marketing Director (12/2006 – 4/2008)• General Manager (April 2008 – present)
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My PRE-JCR Background
• IMACC Meeting (Early 2006)– Farmers Claims Office• Potential Pilot Program• JCR & ACR
• Amfam phone call (Mid 2006)• Resignation (July, 2006)• Storm Chaser
– BMW X3 – I thought I made a huge mistake….
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My PRE-JCR Background
• Touhy Ave Condos – Commercial FIRE– 6 figures
• DOL: 11.20.2006• On-site inspection
– Adjuster (referral source)– Building Owner
• I had nowhere to turn…
• I called Warner Cruz
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My PRE-JCR Background• Meeting at 142 Thorndale – Bensenville Office
– 11.24.2006 (Day after Thanksgiving)– I told my wife…
– Warner wanted to develop a referral relationship
– “Interview” took place in Classroom• I was hooked…
– 3 hours
– 2nd Interview – week later
– Started my JCR career on 12.18.2006
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JCR Marketing Department(Pre - 12/06)
• One Marketing Rep – Biz Dev Strategy • Market Adjusters, “Who else?”
• Two week notice• No marketing plan or budget existed• I was told:– Solid relationships with key adjusters– JCR does LL– We have good prop management relationships
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JCR Marketing Department(Pre - 12/06)
Three primary sources of Biz Dev revenue (2005-06)– Other restoration contractors (35%)
• Warner’s responsibility
– Property Management (12%)• Hodge-podge – House accounts??
– Adjusters (12%)• Former MKTG Rep responsibility
Other sources of revenue– Agencies (6%)
• Old Amfam agent relationships (JC)
– TPAs (16%)– JCR Affiliates (13%)
• Friends/Family/Previous Customer
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I started calling on JCRs “key accounts”
and began to realize…
We needed a Plan
First ‘90’ Days
90 Day Action Plan“CRITICAL”
• Presented w/in 1 week• Key to formulating MKTG Plan• Bought me time
– Whispers…• Confirmed (JC)
• “Stay the course”• Began developing the JCR
Marketing Plan• Warner believed in my vision
– Confidence
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First ‘90’ Days
• Needed to understand and learn from WC • Vision (1/5/10 yrs)• Expectations of JCR MKTG reps• JCR Culture• Strategic Advantages over Competition
• Needed to understand JCR company knowledge• Review current marketing program• Review current marketing materials• Review Total Available Market (TAM)• Ride along
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With the knowledge that I gained in the first 90 days…
I learned thatJCRs Marketing Strategies
needed to beOVERHAULED!!!
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I realized JCR was in need of aMARKETING PLAN
The plan needed to be: 1. Outlined & Developed2. Implemented & Controlled3. Executed
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Presented in 3/07
OUTLINE DEVELOPMENT
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IMPLEMENTATION
• Develop your Strategies
– Should encompass• Relationship Building• Networking• Goal Setting• Organization
– Market Segmentation
• Time Management– DRRM
• Accountability
• JCR has a specific Biz Dev strategy for each target market we serve
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CONTROL
• Designate someone in charge of Biz Dev– Marketing Director
• Candidate should:– Have strong social skills with the ability to Biz Dev– Be detail & goal oriented– Be organized
• Manage a weekly itinerary & master calendar
– Hold weekly accountability meetings– Be able to monitor and control the effectiveness of the
marketing program
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ExecutionDefine Your Company Objectives
- Start with 3 or 4 goals
In March of 2007; JCR had four main objectives:
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JCR achieved our four objectives by:
1. Developing our Marketing Plan - Allow ample time to develop & implement
2. Hiring a Marketing Director - Ownership – Instill confidence…
3. Defining our Target Markets - “Back then” JCR had four main segments
- Insurance- Property Management- Facility Management- Other Contractors
4. Utilizing a time management system - Tracks accountability
5. Becoming active in outside associations - JCR rule
6. Implementing specific programs to each target market- This is where the use of an outside consultant can greatly assist
Summary
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FINALLYMy advice to you:Define marketing “responsibility”
for each referral type within your company.
Hold somebody accountable, even if that is yourself…
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Referral Types Division Responsible
1 800 BUP 800BUP
2 TPA Exec
3 Other Contractors * Exec
4 Advertising/Internet MKT
5 Adjuster CMD
6 Agents MKT
7 CIH ENV
8 JCR Affiliates ** House
9 Plumber MKT
10 Prop & Facility Mgmt MKT
JCR has since defined 10 referral “buckets”
We then assign the primary division responsible for Biz Dev activities within that Target Market
* General Contractors, Restoration Contractors, Sub Contractors** JCR Employees, Friends/Family, Previous Customer
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Humbly, if JCR is deemed to be a successful organization by our peers…
It is due to the fact Warner always instills confidence in his employees and
was willing to stay the course on a new marketing plan
Today, I try to emulate his leadership skills by giving the same advice to the management staff here at JCR
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THANK YOU