How to hit your marketing sweet spot with customers? James Mason - PowerPoint PPT Presentation

IAPA Webinar series How to hit your marketing sweet spot with customers? James Mason Managing Director Mindshop – www.mindshop.com

Agenda 1. Clarity around your target customers 2. Discovering the ‘sweet spot’ of your firm marketing 3. 4 ways to grow a business 4. Strategies to beat your competitors 5. Marketing techniques that cut through – examples 6. 3 tips for marketing success 7. Q&A

Currently a very cluttered market! 1. Low barriers to entry 2. Commoditisation of other services for firms 3. Businesses needing help so there is demand 4. Cheap to push out volume and quality marketing material. Automated

Problem with a cluttered market

Don’t become a commodity - adapt Further 6 months Next 6 months “Come and check First out the latest 3 months product we can offer!” Further 6 months

Low cut through B2B marketing https://www.salesforce.com/blog/2014/11/b2b-sales-benchmark- research-finds-some-pipeline-surprises-infographic-gp.html

Who is your target market (your Zebra)?

Sweet spot of marketing. Does your marketing? Solves Digestible Problems Sweet Spot Competitive Advantage James Atkins Vantage Strategy and Marketing

4 ways to grow a business

Strategies to beat competitors in current market 1. Anywhere you can demonstrate capability: • Presenting at conferences / events on hot topics • Quality webinars / podcasts with alliance / referral partners • In-depth and authentic blog articles that put forward fresh commercial insights • Recorded Videos on hot topics for target market 2. Authenticity – tell it how it is! 3. Referral's (people actually understand what you do and how to refer you) 4. Very clear business model and ‘niche’ / ‘target’ 5. All social channels are aligned and high quality 6. Clear and unique competitive advantage

Clear marketing strategy is key Marketing Success of existing clients Pyramid Customer Invite to training days | success Personal Tours Call with Regional drives Manager – 20 minutes referrals Information email tailored and sent to you further to your inquiry. Arranges a call 10-12 Speaking or Webinar for Industry alliances conference p/a 2-3 major thought leadership releases per year 6 x 20 minute webinars per year on hot topics Publications in industry publications Monthly tool of the month on LinkedIn / Regular twitter updates on activities Great Website | Clear Service Offering | Clear Niches | Appropriate CRM – Greenrope.com | Team to support the marketing process Very clear on customer persona’s

Some Great Examples – www.pricebailey.co.uk

Some Great Examples – www.wk.co.nz

Some Great Examples – www.dafferns.com

3 key tips for marketing success Know your Need a relevant Know your target VERY process. sweet spot well Marketing Pyramid

Thank you. Questions? James Mason jmason@mindshop.com www.mindshop.com