FortuneMarketingCompany.com 707.718.4489 Carolyn Higgins, - - PowerPoint PPT Presentation

Welcome to

“The 3 Dirty Little Secrets of Marketing Success”

FortuneMarketingCompany.com 707.718.4489

Carolyn Higgins, President Fortune Marketing Company

Agenda

I.

What is Marketing?

II.

The 3 Dirty Secrets

• III. The #1 Business Killer
• IV. T
• ols to Manage

Your Marketing!

• V. Closing

Let’s Talk about Marketing

The Primary Purpose of Marketing is..

About Setting Expectations

Marketing is about ensuring customer experience meets or exceeds what is promised

What is Marketing?

Wikipedia: Marketing is a "social and managerial process by which individuals and groups

• btain what they need and want

through creating and exchanging products and values with others."

New Definition of Marketing

Getting people who have a need to know, like and trust you.

Dirty Secret #1: Strategy Before Tactics

What is Strategic Marketing?

 Strategy is a focus rather than a plan  A strategic plan gives a company focus – a

vision of where you want the company to go

The Basics of Marketing Strategy

 Setting Goals  Target Market  Differentiate!

“You simply cannot be all things

to all people. Narrowing your focus will help you distinguish your business from all others and focus on your ideal customer” – John Jantsch, Duct

Tape Marketing

Dirty Secret #2:

Yes,

You Need a Target Market

Why a Target Market?

 Who is most likely to buy?  When are they most likely to buy?

How much money is wasted chasing the wrong people at the wrong time? ?

Your Ideal Customer

What is ideal?

• Respect your business
• Profitable
• Refer others

What to Look For?

• Demographics
• Psychographics
• Geographics
• Behavior

Dirty Secret #3 Be Different or Be Cheap

• Why did you choose us?
• What do we do that
• thers don’t
• Why do you refer us?
• What do we do that
• thers don’t

What themes emerge? Interview Best Customers

Find Ways to Stand Out

• STUDY Your competition!
• Where is your industry missing?
• Create BUZZ
• Find the little things that mean a lot

Communicate Your Core Difference

• Vision Statement
• Core Marketing

Message

• Verbal Business Card

Vision Statement

 What do you want

your business to be?

 Who do you want to

work with?

 How do you want

customers to feel after working with you?

Verbal Business Card

 What do you do for a living?  No titles or job descriptions  Focus on the problem you solve

Core Marketing Message

 T

ells the world:

• who you are
• what you’re about
• what you do and for whom

Your Strategic Marketing Foundation

Summary

• Goals
• Target Market
• Key Difference

Now it’s Time to Promote Your Business!

 Advertising  Referrals  Public Relations

The #1 Reason for Failure

GUESSWORK

Keys to Success

Test Track Measure

How to Manage it All

Calendar

Make Marketing dates Monthly themes

Conclusion

Primary purpose and function of

marketing

New definition of marketing  Roll up your sleeves and do the

dirty work!

Manage your marketing!

2 Day Marketing Plan Intensive

“The Build Your Fortune Marketing Plan”

2 full days * Everything my 1:1 clients get!

Research, Client Interviews, Competitive Analysis, Marketing Plan, Marketing Calendar, Direction, Guidance, Training, brainstorming, networking!

All for only

T

• day only: $4997

3 Payments of $1667

Regular Cost --- $18,000.00

The Build Your Fortune Workshop

Register at:

http://bit.ly/down-and-dirty

It’s the Best business decision you’ll make!!!

Questions?

Fortune Marketing Company

Website: FortuneMarketingCompany.com Blog: FortuneMarketingCompany.com/marketingblog Facebook: facebook.com/FortuneMarketingCo T witter: Twitter.com/FortuneMktgCo LinkedIn: Linkedin.com/in/carolynrhiggins Email: chiggins@FortuneMarketingCompany.com Phone: 707.718.4489