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Attitude Marketing

Attitude Marketing. SDA Conference Denver, CO May 18, 2001. Speakers: Sally Handley Sharyn Yorio. New Jersey-- Attitude Capital of the World. Try to keep a positve attitude. What an attitude!. Nice Attitude!. Attitude Adjustment.

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Attitude Marketing

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  1. Attitude Marketing SDA Conference Denver, CO May 18, 2001 Speakers: Sally Handley Sharyn Yorio

  2. New Jersey-- Attitude Capital of the World Try to keep a positve attitude. What an attitude! Nice Attitude! Attitude Adjustment

  3. “Attitude is the key to success …not skill, not knowledge, not education: Attitude!” John Amatt

  4. Attitudes can be learned.

  5. Attitudes are contagious Is yours worth catching?

  6. Seven Signs of a Healthy Marketing Effort

  7. A marketing plan with immediate and long term goals.

  8. A strong mission statement and clear sense of identity among all staff members, especially those responsible for marketing.

  9. Procedures for the systematic collection and organization of the firm’s marketing data.

  10. A library of boilerplate that enables the firm to respond quickly to requests for proposals.

  11. A variety of promotional materials and vehicles that communicate the firm’s qualifications.

  12. Procedures for systematic researching and networking to feed the new prospect pipeline.

  13. A communication effort to reach all clients and prospects at least 4 times a year.

  14. How do you develop a Marketing Attitude?

  15. üDoes your firm embark on ambitious marketing activities when there is a lull in work? The moment things heat up again your marketing initiatives are abandoned, left unfinished.

  16. üDo you go off in too many directions? Unsure of what to do and how to set marketing priorities, you fail to bring any single marketing effort to a successful conclusion.

  17. “If you fail to plan, you plan to fail.” Benjamin Franklin

  18. Step 1 Begin with a marketing plan with goals that everyone in the firm knows and…

  19. a mission statement with which everyone identifies.

  20. “The point is to own a powerful concept in the world of competitors – like Xerox or Kleenex – because clients know that trading with a brand name, rather than a generic one, reduces the risk of mistakes.” Ellen Flynn-Heapes, FMP, Marketing in the New Millennnium: 10 Bold Strategies, SMPS Marketer, April 1998

  21. Mission Statement The Marketing Partnership provides marketing consulting and training to service-based businesses. Through consulting, we assist our clients to develop and implement a focused, cost-effective marketing effort. Through training, we help our clients realize the inherent cost benefit of empowering their staff to market. Above all, we aim to help our clients achieve their marketing goals and maximize the return on their marketing investment.

  22. Mission Statement The Marketing Partnership provides marketing consulting and training to service-based businesses. Through consulting, we assist our clients to develop and implement a focused, cost-effective marketing effort. Through training, we help our clients realize the inherent cost benefit of empowering their staff to market. Above all, we aim to help our clients achieve their marketing goals and maximize the return on their marketing investment.

  23. Our Purpose To help our clients market cost-effectively.

  24. “Marketing is often divorced from a company’s strategy. Some strategic thinkers are either quiet about what’s really on their minds or the formal strategy is not communicated correctly to the marketing department.” “John Henderson, Vice President, George B. H. Macomber Company. “

  25. Where do you want to go?

  26. Market Research What geographic area or territory are you investigating? What market or Project types do you want to investigate?

  27. GOALS 1. To grow the firm 2. Obtain additional work from x type of clients. 3. Parlay strength in one area to new work in another area. 4. Extend geographic reach to ______. 5. Create/Build on/Improve your reputation for_____________.

  28. Obtain additional work from university clients. Actions Items - (Tactics) 1. Call or visit existing clients to learn their plans and express interest. 2. Target 5 new schools. Learn their selection procedures. Get appointments to introduce the firm. 3. Improve your existing school qualifications package. 4. Subscribe to NY State Contract Reporter. 5. Send a press release on a recent school project.

  29. Obtain additional work from university clients. Actions-CONT’D. 5. Design a newsletter about your school work and mail to a list of school targets. 6. Join SCUP. Get on a committee. 7. Write an article on your school work or a particular project. Send reprints of the article to your target list. 8. Submit one of your school projects for an award.

  30. Step 2Make everyone in the firm aware of its history and the services the firm provides.

  31. 1. Firm History 2. New Staff Orientation 3. In-House Newsletter 4. Bulletin Boards 5. Social Events

  32. “Evangelism is the process of getting people not just to buy, but to believe in your product, service or company so much so that they are compelled to make converts for you.” Guy Kawasaki, Supporting a For-Profit Cause

  33. Step 3Invite all members of the firm to be involved at some level in marketing and business development.

  34. Step 4.Encourage staff to look for leads and have procedures in place to follow-up. Birdog

  35. 1. Monitor Publications 2. Join a Professional Association 3. Become a Committee Member 4. Develop a network 5. Attend an industry event on a regular basis

  36. Step 5.Encourage staff to develop networks of their own.

  37. What is Networking? • Being Helpful 3. Show Gratitude 4. Maintain Trust 5. Helping others network

  38. Set Networking Goals! Check the Registration List Ask Questions. Identify Decision Makers Have a pitch.

  39. Step 6 Identify staff members interested in marketing and provide training in networking, public speaking, writing, and business development.

  40. “Training produces high morale among staff. They have to be comfortable and know what they’re doing.” Guy Kawasaki, Supporting a For-Profit Cause

  41. Step 7.Have marketing materials such as brochures and letters of interest readily available to send to prospects identified by members of the firm.

  42. Step 8 Encourage and empower everyone to participate in marketing.

  43. Sally HandleySharyn Yorio 170 Kinnelon Road Suite 2M Kinnelon, NJ 07405 973-492-0200 Fax 973-492-3885 www.marketingpartnership.com Helping You Maximize Your Marketing Investment

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