I NTEGRATED MARKETI NG FOR MANUFACTURERS Integrated marketing for - - PowerPoint PPT Presentation

I NTEGRATED MARKETI NG FOR MANUFACTURERS

W hat is I ntegrated Marketing?

• Integrated marketing for manufacturers

blends your off-line and on-line marketing (Digital) assets with four powerful marketing steps to exponentially grow your manufacturing sales and profits

W HAT ARE YOUR OFF-LI NE AND ON- LI NE MARKETI NG ASSETS?

• Current marketing

and sales process

• Current contact-

to- client conversion rate

• Current customers
• Past Customers
• Prospective

Customers

• Digital
• Export Opportunities
• Current customer value
• Current relationships–inside &
• utside customer base
• Distribution Channels
• Web marketing opportunities
• On-line/off-line blending.
• Expertise: Owner/staff
• Current policies/procedures

FOUR STEPS I NTEGRATED THAT GET MORE MONEY OUT OF YOUR OFF-LI NE and ON- LI NE MARKETI NG ASSETS!

• 1. USP – UNIQUE SELLING PROPOSITION
• 2. INTEGRATION INTO CURRENT MARKETING

AND SALES PROCESSES: Both off-line/ on- line – Sales process to optimize website.

⚫Contact Prospective customers ⚫Qualify ⚫Present ⚫Close (often times sales training required)

• 3. DATABASES: Past, Present, Prospective
• 4. ALLIANCES: distributors, dealers, business

relationships, affiliates – on-line.

BENEFI T OF I NTEGRATI NG ALL ASSETS W I TH FOUR STEPS – EXPONENTI AL GROW TH

• THREE WAYS TO GROW

YOUR TOP AND BOTTOM LINE! INSTEAD OF ONE

• EXPONENTIALLY
• Integrated: On-line and Off-line

Three Ways to Exponential Growth

• 1. Contact more qualified prospects
• 2. Increase conversion rate of

prospects to paying customers

• 3. Increase the value of customer
• a. Increase in the average transaction value
• b. Increase in the number of transactions

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Exponential Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Dramatic Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Dramatic Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000 2) 200 x 24.00% = 48 x 1,000 = $48,000

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Dramatic Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x $1,000 = $40,000 1) 240 x 20.00% = 48 x $1,000 = $48,000 2) 200 x 24.00% = 48 x $1,000 = $48,000 3) 200 x 20.00% = 40 x $1,200 = $48,000

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Dramatic Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x 1,000 = $40,000 1) 240 x 20.00% = 48 x 1,000 = $48,000 2) 200 x 24.00% = 48 x 1,000 = $48,000 3) 200 x 20.00% = 40 x 1,200 = $48,000 4)

240

x

24.00%

=

57.6

x

1,200

=

$69,120

Three Ways to Exponential Growth

Growth Objective 20% Small Improvements in Each Area Will Give You Dramatic Growth Overall

Number of Prospects Closing Ratio Number of Customers Average Customer Gross Sales Now 200 x 20.00% = 40 x $1,000 = $40,000 1) 240 x 20.00% = 48 x $1,000 = $48,000 2) 200 x 24.00% = 48 x $1,000 = $48,000 3) 200 x 20.00% = 40 x $1,200 = $48,000 4)

240

x

24.00%

=

57.6

x

$1,200

=

$69,120 Actual Growth Achieved 72.80%

W HAT MAKES THI S MARKETI NG/ SALES SYSTEM UNI QUE?

• The only system that is integrated and

grows sales and profits all three ways simultaneously

• Growth by “standing apart” (USP)and

leveraging your off-line/ on-line (digital) marketing assets you already have with four steps.

• Guaranteed to perform

Am azon Best Seller – January 2 0 1 4 – STEP ONE: USP

Hinge m arketing

• HIGH GROWTH COMPANIES ARE:

3 TIMES MORE LIKELY TO HAVE A STRONG DIFFERENTIATION (USP-Unique Selling Proposition.)

W HAT A GOOD USP LOOKS LI KE

W HAT I S YOUR USP? DOES I T HAVE POW ER? TRADI TI ONAL MARKETI NG:

 Fills a void  Meaningful and

unique – matters

 Quantitative  Bold  Overt  Different from

competition

WHAT A USP ISN’T:

 Branding – can grow to

be a brand.

 Positioning  Slogans  Good quality, good

service, low price

 Jingle  Want to just “get your

name out.”

 Mission Statement

APPLE’S USP: I nnovating Dem and

Com m unicating in a different w ay.

“Entrepreneurship is not just about creating new products and services…it’s about explaining them in INNOVATIVE ways.

• -Entrepreneur Magazine

W HAT I S YOUR USP? HOW W ELL DO YOU STAND APART?

• WALMART
• AMAZON
• KMART – going out of business
• TARGET – CANADA?
• Newest USP for McDonalds?
• Lens Crafters – Starts as USP Grew into

brand

• Fed X – Starts as USP Grew into brand
• Truck Defender - Funshine

FUNSHI NE EXPRESS

 http: / / www.funshineexpress.com/

STEPS TO UNCOVERI NG YOUR USP

• Your company perspective – top

salespeople, production, customer service

• Customers – Survey: Know who they are.
• Competition
• Write it out – 90 words or less. Headline.
• Slogan. Attention grabber.

POW ER OF A GOOD USP

 Stand apart from competition and in the

minds of your customers

 Affects all three ways to grow!  Keeps customers loyal  Gives all employees a reason to come to

work! Passion!

 Best kind of “brand” marketing – it sells

something!

 Differentiate or Die

STEP TW O: I NTEGRATI ON OF USP –

• ff-line and on-line. No pow er w ithout

it!

USP POWER COMES WITH EFFECTIVE INTEGRATION:

• Current Marketing and Sales Process
• Website
• All off-line or on-line advertising
• Direct Mail
• Shows
• Social Media
• Sales people – WHAT KILLS SALES THE MOST
• Internal staff – all company departments

Marketing and sales evolution: I s m y best face to face salesperson duplicated on the w eb?

• SALESMANSHIP FACE TO FACE
• SALESMANSHIP IN PRINT - Advertising
• SALESMANSHIP DIGITALLY – Internet
• SALESMANSHIP INTEGRATED – On-Line

and Off-line ( 82% of smartphone users turn to their

phones to help them make a product decision.

REPUTATI ON MARKETI NG – FI VE STAR REVI EW S

THREE KEY TRENDS IN MARKETING FOR MANUFACTURERS – WHY INTEGRATION IS SO CRITICAL!

• 1. Relationships between end users and sales

channels are changing. Distributors, sales reps, dealers, etc.

• 2. The Buyers Journey to purchase involves more

touch points – 57% of a purchase decision is completed before engaging a sales rep. Done on-line. ( Social network ratings, reviews and voices of peers serve as the main influencers

for consumers. Reputation marketing. Mobile and text marketing and VIDEO)

• 3. Relationship marketing – need to “nurture” a lead

through a sales funnel with good “content”

• marketing. Teacher more than seller. VIDEO

REPUTATI ON MARKETI NG – FI VE STAR REVI EW S – Social Media Marketing for Manufacturers

Reputation is becoming a currency that will be more powerful than our credit history in the 21st Century. Rachel Botsman. Expert on

collaboration, Harvard Business Review

Active Truck Parts: Review Commercial Active Truck Parts: Branding Video

STEP TW O MI GHT REVEAL ADDI TI ONAL W EBSI TE/ I NTERNET OPPORTUNI TY/ NEED

• Need for more leads –Social Media

marketing - Facebook, linked in, affiliate marketing, webinars, content marketing,

• etc. Reputation marketing, text marketing
• Need for better conversion of prospects to

paying customers – high bounce rates

• Need to improve paid on-line marketing:

Facebook advertising, SEO – Google search, pay per click, mobile marketing, VIDEO

Movem ent tow ards digital

Traditional Marketing for Manufacturers

Latest 2 0 1 5 Figures

 Dealers and

Distributors

 Print advertising  Events/ tradeshows  Sales representatives  Website

 60% increase in Email

marketing

 49% increase in Social

Media marketing

 40% increase in mobile

marketing

 17% decrease in

tradeshows

 33% decrease in print

LI FETI ME VALUE AND LOYALTY - DO YOU STAND APART?

• THREE KINDS OF DATABASE:

⚫PAST CUSTOMERS – REACTIVATE WITH NEW USP ⚫CURRENT CUSTOMERS – INCREASE CLIENT VALUE WITH NEW USP ⚫PROSPECTIVE CUSTOMERS – FOLLOW-UP/ AUTORESPONDERS WITH NEW USP

FORRESTER RESEARCH:

Companies that nurture leads will generate 50% more sales ready leads at a 33 per cent lower cost-per-lead. It takes an average of seven or eight touch points to convert a prospect to a customer, making lead management a critical component of any digital marketing strategy: website, social media, blogs, content marketing, webinars, podcasts, reviews and reputation.

STEP FOUR: ALLI ANCES – BEST W AY TO GENERATE MORE PROSPECTS W I THOUT SPENDI NG MORE MONEY! Custom ers, dealers, vendors, affiliates on-line

• Inside the customer base:

ENDORSEMENTS/ REFERRAL MARKETING

• Outside the customer base:
• Distributors and dealers
• Complementary businesses.

suppliers/ vendors

• Linked In.
• Groups and Associations

BENEFI TS OF AN I NTEGRATED SYSTEM

CLARITY CONFIDENCE CONTROL MORE CUSTOMERS Manufacturers are used to systems

JENTEC Siding Clip Manufacturer – USP POW ER

Jentec only needed two steps implemented. 1 . USP 2 . I ntegration of USP

10,00 20,00 30,00 40,00 50,00 60,00 1s t Quarte r 3r d Quarte r

Quarterly Sales

Ken Karolevitz, Dakota Trailer

• Richard helped us craft a USP and

implement it with some promotion

• strategies. The results were an increase

in sales of over $2 million in a 60-90 day

• period. I’d recommend the Lean

Marketing System to any manufacturer.

Carm en Bakko, Bakko I ndustries

• We had a great 2014 and continue to

grow in 2015. We’ve doubled our 2013

• sales. I’ve had to hire three employees to

help with the manufacturing. It’s very exciting.

Premier Plastics

Solution: Clear USP USP integrated into Advertising

“The 21st Century Marketing System really gave direction to our company and provided a needed boost in helping turn

• ur sales and profitability in a more positive direction. A

clear USP , intense sales training, follow-up efforts, ad changes to a marketing directory all helped us increase

• ur

conversion rate 20-25% . Our profitability also increased 20%

• r more. The training and system was different from

traditional marketing and certainly less risky. We are now the largest Thermoplastics manufacturer in the state.”

• Jim Holbrook

Owner

Jack Finger, Sioux Corp, SD

• Richard’s work with our company resulted

in an 80% increase in our bid to job conversion rate. We credit that a lot to the USP he helped us develop and implement it throughout our company and with our dealers.

A FRESH NEW ALTERNATI VE TO TRADI TI ONAL MARKETI NG FOR MANUFACTURERS

• You are now marketing and selling in a

different, non-traditional way: You are marketing by “STANDING APART.” – no longer a traditional marketing thinker. You are a “lean” marketer. An “integrated” marketing thinker.

DO YOU “SEE THE MONEY?”

• IDENTIFY WHERE YOU MIGHT HAVE MONEY HIDDEN IN

MARKETING ASSETS:

• Owner and staff?
• Reputation/ time in business
• Messaging revisited? Hidden USP?
• Sales people? Presentation/ Closing skills?
• Selling proposition instead of slogans/ Mission Statements?
• Past customers?
• Current Customers?
• Prospective customers?
• Relationships? Customers and complementary businesses?
• Website?
• Current marketing/ sales processes
• performance.
• DO YOU SEE MORE MONEY IN THE THREE WAYS TO GROW?

GROW TH BY I NTEGRATI NG AND “STANDI NG APART!”

IF YOU’RE…

• losing customers to your competition
• Playing the price game – always having to lower your

price

• Needing to increase the sales/ bid closing rate
• Customers are not doing as much business with you

as you think they could.

• Needing to increase sales, profits and cash flow
• Frustrated with the production from your website
• Wanting more sales from your distributors/ dealers

Then, this system is for you.

SUMMARY: How The I ntegrated Marketing System for m anufacturers creates exponential grow th

• Identifies the marketing assets that can be optimized,

leveraged for more money! Off-line and On-line.

• Systematically leverages/ optimizes marketing assets. This

is done by implementing steps of the Integrated Marketing

• System. Growth by STANDING APART. Both off-line/ on-line

system.

• As steps optimizing assets are implemented, revenue and

profits grow three ways – compounding all three ways:

• 1. Increase the number of prospective customers contacted or

inquiring.

• 2. Increase the conversion rate of prospective customers to

paying customers.

• 3. Increase the value or worth of each individual customer.

THANK YOU

NEXT STEPS: BONUSES FOR ATTENDI NG W ORKSHOP:

Complimentary one on one integrated marketing review with Richard. Help “see the money” in your marketing opportunities integrating off-line and on- line marketing assets. BONUS: FREE ON-LINE MARKETING REPORT FOR YOUR BUSINESS:

• How customers are seeing you on-line?
• How well you are showing up in search engines?
• What customers are saying about you on-line?

Phone me direct at: 1-801-541-4719 or Email me at: richard7948@msn.com Contact the South Dakota MEP – Wes Kelly: 1-605-201-1484

REPUTATI ON MARKETI NG – FI VE STAR REVI EW S

Money Making Website: Video Online Marketing Audit: Questionaire