The Essentials – Targeted Marketing Strategies
“The Essentials” Marketing program is ideal for busy small business owners seeking a step-by-step marketing solution and system to take their marketing efforts to the next level.
Together, we develop a unique strategy for your business. Once this is completed, we then develop a customized tactical plan to carry out your strategy.
This collaborative approach is designed to help you discover:
- who your “ideal” target prospect is
- what makes you and your business different
- how to best position your company in the marketplace
- what tactics will work best for your type of business
- how to implement an effective lead generation system
- how to develop an effective “selling system” for your business
To help you achieve your objectives, Business Marketing Success uses the Duct Tape Marketing System. You need to be prepared to devote 3-4 hours per week to the process. We will work to keep you on track, provide objectives and marketing expertise, survey your clients, guide you through the look and content of your marketing materials and assist you in building your plan.
Program Includes:
– 12 – 90 minute personal coaching sessions
– Unlimited e-mail/phone support during the six-month program
– Ultimate Marketing System Workbook
– Action Assignments
– Marketing Plan Pro
– Duct Tape Marketing Book
Session #1 — Discovery
– Set goals
– Develop Marketing Budget
– Determine CRM System to be used
– Review current client base
– Establish marketing baselines
– Review Business Evaluation
– Define the competition
Session #2 – Discovery/Target Market
– Conduct client surveys
– Define ideal client(s)
– Define key differentiators
– Narrow target market
– Determine what this ideal customer really wants from a electrical service provider
– Identify other industries that fit your Ideal Target Customer
Session #3 – Develop your Core Marketing Message
– Create Marketing Purpose Statement
– Develop What Do You Do For a Living Statement
– Create an effective Talking Logo
– Create Core Marketing Message of Differentiation
– Review Hour Glass Selling Approach and how to make this effective for your business
Session #4 – Marketing Hourglass Approach
– Define marketing tools to be used to educate leads at different points along the Educational Spectrum
– Identify Marketing Hourglass components
– Review Identity Audit
Session #5 – Develop Educational Marketing Materials
– Define Marketing Kit and purpose
– Outline marketing material content
– Develop graphic look
Session #6 – Develop Marketing Kit Content
– Develop marketing inserts for a Marketing Kit
Session #7 – Lead Generation Strategies
– Develop tactical plan
– Identify advertising/promotional strategies
– Create promotional calendar
Session #8 – Lead Generation Strategies, Part II
Develop a Referral System
- Identify strategic partners
- Identify referral strategies
Session #9 – Develop 2-Step Direct Mail Campaign
– Develop offers for mail campaigns
– Introduce importance of 2-step direct mail
– Write 2-step direct mail campaign with specific call to action
Session #10 – Develop a “Selling” System
– Develop a step-by-step approach to selling
– Discovery Phase
– Presentation Phase
– Transaction Phase
Session #11 – Communication Strategies
– Develop follow-up communication strategies to build relationships and stay top of mind
– Networking Strategies
– Develop e-mail follow-up system
– Develop thank you note strategy
Session #12 – Wrap Up and Next Steps
– Review action plan
– Review E-Z Marketing Plan
– Review Marketing Calendar