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5 Steps to Building Leadership Support for Strategic Marketing

5 Steps to Building Leadership Support for Strategic Marketing. I ’ m so pleased to be here with you today…. I ’ m Nancy Schwartz Publisher, Getting Attention Blog & E-Update http://GettingAttention.org President, Nancy Schwartz & Company. Your Marketing Goals: Not Just Ticket Sales.

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5 Steps to Building Leadership Support for Strategic Marketing

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  1. 5 Steps to Building Leadership Support for Strategic Marketing

  2. I’m so pleased to be here with you today… • I’m Nancy Schwartz • Publisher, Getting Attention Blog & E-Update http://GettingAttention.org • President, Nancy Schwartz & Company

  3. Your Marketing Goals: Not Just Ticket Sales Ticket sales New audience development Membership Programs—school, adult education, etc. Volunteers Development and major gifts

  4. Your Hidden Challenge Leadership doesn’t always know what you do or why Or what it takes Focus on the short term — ticket sales

  5. A Healthy Range of Perspectives Company size, budget & location Role Marketing goals Challenges faced in building leadership support for marketing

  6. Your Burning Issues and Questions! Flickr: Dutchmetal

  7. Your Takeaway Knowing what it takes to build leadership understanding of and support for the marketing you need to do Ability to move your marketing from the tactical to the strategic Flickr: cwangdom

  8. Housekeeping

  9. Step 1: Treat Your Leadership as a Primary Target Audience Gatekeepers Get to know what’s important to them Professionally and personally flickr.com/photos/29233640@N07/3288669449

  10. Ask clearly for what you need—Calls to Action Something Needs to Be Done! Does Your Leadership Know Where to Begin? flickr.com/photos/fusen/2342290882

  11. Typical (Ineffective) Calls to Action Believe Understand Help Support Be proactive Work with us Sign off Buy in Fund Share Approve

  12. Step 1, Step 2 . . . Can you break your call to action into simple, ordered steps? Let’s hear yours! flickr.com/photos/atoach/2545233155

  13. Framing the Message Gross! I don’t care if it’s good for me!

  14. Many Formulas for Good Messages Best messages address one or both: The Benefit Exchange Barriers to the Call to Action flickr.com/photos/horiavarlan/4273968004

  15. The Benefit Exchange What’s in it for the director? Board members?

  16. Example: Teens and Smoking What are the benefits of not smoking? Do teens care about them? What DO teens care about? How can we relate what they care about to not smoking? .flickr.com/photos/21524179@N08/2419469212

  17. Barriers to Your Call to Action Heart overrules head Convenient? Easy or difficult? Costly ($, time) Threat of failure/blame

  18. Example: Health Screenings Most women know they need Pap smears. So why don’t they get them regularly? How can we address the barrier in our messaging?

  19. Step 2: Shift Leadership Perceptions • What marketing really is • Strategic marketing is efficient and effective

  20. Step 3: Make Your Marketing Plan a Tight Story • Summary of what marketing is, or should be, and why • Benchmarks with process for measuring progress • Basis of decisionmaking

  21. 5 Reasons Why a Marketing Plan is Essential • Serves as a tight story of your work to educate leadership so they know what’s going on and why…making it more comfortable to support you. • Directs your focus & keeps you on a clearly defined path. • Forces you to articulate concrete, measurable benchmarks. • Provides a definitive means of measuring progress vs. benchmarks. • Makes it easy to draft your day-by-day work plan.

  22. All Action, No Traction

  23. Your Marketing Plan Goals Benchmarks and Measures Situation Analysis Target Audiences Calls to Action Framing the Message Strategies - Messaging Tactics Resources Work plan

  24. Goals Company Goals Versus Marketing Goals

  25. Benchmarks & Measures Specific? Concrete? Measurable? Let’s Hear Yours! Flickr: *~Uplifting Arts~*

  26. Situation Analysis • Environmental Scan • Competitive Analysis • Audience Research • Marketing Audit • Internal Audit

  27. Connect with Your Target Audiences Who you need to engage to meet marketing goals

  28. Strategies  Tactics Howto achieve your marketing goals Whatyou do to bring your strategies to life

  29. Step 4: Deliver Efficiency • Low-hanging fruit • Greatest impact at lowest cost • Highest risk NOT to do it • Focus on targets’wants first

  30. Step 5: Track, Measure, Revise, Repeat Whatyou do to bring your strategies to life • Dashboard of top measures • Quarterly eval vs. plan

  31. Step 5: Track, Measure, Revise, Repeat • Stay flexible but focused • Don’t pull the plug too soon • Be prepared to justify

  32. 5 Steps to Building Leadership Support • Treat leadership as a primary target audience • Shift leadership perceptions • Make your marketing plan a tight story • Deliver efficiency • Track, measure, revise, repeat

  33. Your 30-Day To-Do List • Jot down: • One commitment to achieve in 30 days • One commitment to achieve in 60 days flickr.com/photos/rog2bark/3437630552

  34. Q & A Put me in the hot seat!

  35. 5 Steps to Building Leadership Support for Strategic Marketing GettingAttention.org

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