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To Really Command Attention…

To Really Command Attention…. How you Present Your Company is as Important as What You Have to Present. Marketing Concepts Tactical Strategic Image Personal Marketing Getting Published Speaking Networking Alliances. Print & Media Corporate ID

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To Really Command Attention…

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  1. To Really Command Attention… How you Present Your Company is as Important as What You Have to Present Ken Hablow www.khgraphics.com

  2. Marketing Concepts Tactical Strategic Image Personal Marketing Getting Published Speaking Networking Alliances Print & Media Corporate ID Collateral material Publications Internet & Electronic E-Zine Web Site Email Today’s Agenda Ken Hablow www.khgraphics.com

  3. Market Research Direct Marketing Online Marketing Trade Shows Public Relations Collateral Material Advertising Lead Management Measurement Direct Mail, Print Seminars Digital Email, Web site, Banner Ads, Links Case Studies, White Papers Speaking Database Management Function Process Ken Hablow www.khgraphics.com

  4. Define your USP Identify your market Generate marketing ideas Plan your concept development Forecast your financial analysis Create a corporate ID Prepare your market entry strategy Listen Tactical Marketing Ken Hablow www.khgraphics.com

  5. Make marketing decisions that: • Satisfy your target customers’ needs • Help them achieve their organizational goals and objectives Ken Hablow www.khgraphics.com

  6. Understand emerging business trends Define your value-based market Create a focus Plot your organizational development DO competitive analysis Develop communication & collateral materials Talk to the decision maker Strategic Marketing Ken Hablow www.khgraphics.com

  7. Strategic Planning • Be aware of industry and economic changes • Understand buyer’s pain • Know your client’s buy cycle • Analyze business problems to better formulate marketing strategy • Research client’s needs Ken Hablow www.khgraphics.com

  8. Need Desire Emotion Security Integrity Quality Service Value Price Reasons People Buy What to look for What they want Ken Hablow www.khgraphics.com

  9. Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge Adaptive Reliable Consistent Value Risk reduction Sustained profitability What’s Out – What’s In Out In Ken Hablow www.khgraphics.com

  10. Plan For Action • Plan for the Decision Maker Do not waste time on someone who has no authority to buy. • Limit Your MessageLeave the prospect a reason to ask questions. • Include a Call To ActionAsk for the order or you will never get it. • Include an IncentiveWhen necessary, entice a response Ken Hablow www.khgraphics.com

  11. Image Marketing • Know your key differentiators • Stick to your Position Statement • Create perceived value in your marketing • Project your problem solving features • Stay focused • Build value over time Ken Hablow www.khgraphics.com

  12. Perceived Value Your perceived value to a prospective client is enhanced by the quality of the image you project. Consistency of follow-up, performance and presentation; all work to project a well focused and organized business. Ken Hablow www.khgraphics.com

  13. Personal Marketing • Get published • Create speaking engagements • Network • Build alliances • Be verbal — Communicate! Ken Hablow www.khgraphics.com

  14. Communications • Plan for your client’s needs • Create a biography – not a resume • Use problem/solution – not features/benefits • Gather testimonials • Do not sell, let the client buy • Plan to integrate print and electronic Ken Hablow www.khgraphics.com

  15. “New Marketing” “In a skeptical, media-saturated age, it isn't enough to get the consumer's attention or approval; companies with a product to sell need to gain the consumer's complicity in the marketing process. To that end, marketers must emphasize passion, authenticity and honesty, and de-emphasize hype, intrusion and image.” Ken Hablow www.khgraphics.com

  16. Print/Media/Direct Marketing • Corporate ID – business card, letterhead, etc. • Collateral material – brochures, flyers, etc. • Newsletter –consistent, professional • Media advertising – trade journals, newsletters • White papers – published, handouts, mailers • Direct mail – letters, postcards, thank you notes Ken Hablow www.khgraphics.com

  17. By The Numbers • Printed Materials —5-10 seconds to make an impression • Print Ad — 5% of buying decisions are made at the headline • E-Mail — 1-2 seconds to look at the subject line. • Web site — 10-15 seconds on the opening page • Sales Presentation — the sale is made or lost in the first 5 minutes • Personal Contacts — 5-6 contacts to make a sale Ken Hablow www.khgraphics.com

  18. your goals and objectives, your market audience, the sales channels, The client’s “pain,” the solution you provide, your value proposition, the sales cycle, how to present your story, For an Effective Marketing Plan, Know… • When to ask for the order! Ken Hablow www.khgraphics.com

  19. Because you never get a second chance to make a first impression… Articles on the Web site: The New Paradigm: Back To Basics2001 - A Marketing OdysseyWriting to be Read www.khgraphics.com khablow@khgraphics.com Ken Hablow www.khgraphics.com

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