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 What is Marketing? I. The 3 Dirty Secrets II. III. The #1 Business Killer IV. T ools 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 obtain 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!

Dirty Secret #2: Yes, You Need a Target Market “ 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

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

Interview Best Customers  Why did you choose us?  What do we do that others don’t  Why do you refer us?  What do we do that others don’t What themes emerge?

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 oday 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