I NTEGRATED MARKETI NG FOR MANUFACTURERS
● Integrated marketing for manufacturers blends your off-line and on-line marketing (Digital) assets with four powerful marketing steps to exponentially grow your manufacturing sales and profits W hat is I ntegrated Marketing?
W HAT ARE YOUR OFF-LI NE AND ON- LI NE MARKETI NG ASSETS? • Current marketing Export Opportunities • and sales process Current customer value • • Current contact- Current relationships–inside & to- client • outside customer base conversion rate Distribution Channels • Current customers • Web marketing opportunities • Past Customers • • Prospective On-line/off-line blending. • Customers Expertise: Owner/staff • • Digital Current policies/procedures •
● 1. USP – UNIQUE SELLING PROPOSITION ● 2. INTEGRATION INTO CURRENT MARKETING AND SALES PROCESSES: Both off-line/ on- line – Sales process to optimize website. ⚫ Contact Prospective customers ⚫ Qualify ⚫ Present ⚫ Close (often times sales training required) ● 3. DATABASES: Past, Present, Prospective ● 4. ALLIANCES: distributors, dealers, business relationships, affiliates – on-line. FOUR STEPS I NTEGRATED THAT GET MORE MONEY OUT OF YOUR OFF-LI NE and ON- LI NE MARKETI NG ASSETS!
● THREE WAYS TO GROW YOUR TOP AND BOTTOM LINE! INSTEAD OF ONE - EXPONENTIALLY - Integrated: On-line and Off-line BENEFI T OF I NTEGRATI NG ALL ASSETS W I TH FOUR STEPS – EXPONENTI AL GROW TH
Three Ways to Exponential Growth 1. Contact more qualified prospects 2. Increase conversion rate of prospects to paying customers 3. Increase the value of customer a. Increase in the average transaction value b. Increase in the number of transactions
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales x = x = Now 200 20.00% 40 1,000 $40,000 Small Improvements in Each Area Will Give You Exponential Growth Overall
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales 200 x 20.00% = 40 x 1,000 = $40,000 Now x = x = 1) 240 20.00% 48 1,000 $48,000 Small Improvements in Each Area Will Give You Dramatic Growth Overall
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales x = x = Now 200 20.00% 40 1,000 $40,000 x = x = 1) 240 20.00% 48 1,000 $48,000 2) 200 x 24.00% = 48 x 1,000 = $48,000 Small Improvements in Each Area Will Give You Dramatic Growth Overall
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales x = x = Now 200 20.00% 40 $1,000 $40,000 1) 240 x 20.00% = 48 x $1,000 = $48,000 x = x = 2) 200 24.00% 48 $1,000 $48,000 x = x = 3) 200 20.00% 40 $1,200 $48,000 Small Improvements in Each Area Will Give You Dramatic Growth Overall
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales x = x = Now 200 20.00% 40 1,000 $40,000 240 x 20.00% = 48 x 1,000 = $48,000 1) x = x = 2) 200 24.00% 48 1,000 $48,000 x = x = 3) 200 20.00% 40 1,200 $48,000 240 24.00% 57.6 1,200 $69,120 x = x = 4) Small Improvements in Each Area Will Give You Dramatic Growth Overall
Three Ways to Exponential Growth Growth Objective 20% Number of Closing Number of Average Gross Prospects Ratio Customers Customer Sales x = x = Now 200 20.00% 40 $1,000 $40,000 240 x 20.00% = 48 x $1,000 = $48,000 1) = = 2) 200 x 24.00% 48 x $1,000 $48,000 x = x = 3) 200 20.00% 40 $1,200 $48,000 240 24.00% 57.6 $1,200 $69,120 x = x = 4) Actual Growth Achieved 72.80% Small Improvements in Each Area Will Give You Dramatic Growth Overall
● The only system that is integrated and grows sales and profits all three ways simultaneously ● Growth by “standing apart” (USP)and leveraging your off-line/ on-line (digital) marketing assets you already have with four steps. ● Guaranteed to perform W HAT MAKES THI S MARKETI NG/ SALES SYSTEM UNI QUE?
Am azon Best Seller – January 2 0 1 4 – STEP ONE: USP
● HIGH GROWTH COMPANIES ARE: 3 TIMES MORE LIKELY TO HAVE A STRONG DIFFERENTIATION (USP-Unique Selling Proposition.) Hinge m arketing
W HAT I S YOUR USP? TRADI TI ONAL DOES I T HAVE POW ER? MARKETI NG: WHAT A USP ISN’T: Fills a void Branding – can grow to Meaningful and be a brand. unique – matters Positioning Slogans Quantitative Good quality, good Bold service, low price Overt Jingle Want to just “get your Different from name out.” competition Mission Statement W HAT A GOOD USP LOOKS LI KE
APPLE’S USP: I nnovating Dem and Com m unicating in a different w ay. “Entrepreneurship is not just about creating new products and services…it’s about explaining them in INNOVATIVE ways. --Entrepreneur Magazine
● WALMART ● AMAZON ● KMART – going out of business ● TARGET – CANADA? ● Newest USP for McDonalds? ● Lens Crafters – Starts as USP Grew into brand ● Fed X – Starts as USP Grew into brand ● Truck Defender - Funshine W HAT I S YOUR USP? HOW W ELL DO YOU STAND APART?
http: / / www.funshineexpress.com/ FUNSHI NE EXPRESS
● Your company perspective – top salespeople, production, customer service ● Customers – Survey: Know who they are. ● Competition ● Write it out – 90 words or less. Headline. Slogan. Attention grabber. STEPS TO UNCOVERI NG YOUR USP
Stand apart from competition and in the minds of your customers Affects all three ways to grow! Keeps customers loyal Gives all employees a reason to come to work! Passion! Best kind of “brand” marketing – it sells something! Differentiate or Die POW ER OF A GOOD USP
USP POWER COMES WITH EFFECTIVE INTEGRATION: ● Current Marketing and Sales Process ● Website ● All off-line or on-line advertising ● Direct Mail ● Shows ● Social Media ● Sales people – WHAT KILLS SALES THE MOST ● Internal staff – all company departments STEP TW O: I NTEGRATI ON OF USP – off-line and on-line. No pow er w ithout it!
● SALESMANSHIP FACE TO FACE ● SALESMANSHIP IN PRINT - Advertising ● SALESMANSHIP DIGITALLY – Internet ● SALESMANSHIP INTEGRATED – On-Line and Off-line ( 82% of smartphone users turn to their phones to help them make a product decision. Marketing and sales evolution: I s m y best face to face salesperson duplicated on the w eb?
REPUTATI ON MARKETI NG – FI VE STAR REVI EW S
1. Relationships between end users and sales channels are changing. Distributors, sales reps, dealers, etc. 2. The Buyers Journey to purchase involves more touch points – 57% of a purchase decision is completed before engaging a sales rep. Done on-line. ( Social network ratings, reviews and voices of peers serve as the main influencers for consumers. Reputation marketing. Mobile and text marketing and VIDEO) 3. Relationship marketing – need to “nurture” a lead through a sales funnel with good “content” marketing. Teacher more than seller. VIDEO THREE KEY TRENDS IN MARKETING FOR MANUFACTURERS – WHY INTEGRATION IS SO CRITICAL!
Reputation is becoming a currency that will be more powerful than our credit history in the 21 st Century. Rachel Botsman. Expert on collaboration, Harvard Business Review Active Truck Parts: Review Commercial Active Truck Parts: Branding Video REPUTATI ON MARKETI NG – FI VE STAR REVI EW S – Social Media Marketing for Manufacturers
● Need for more leads –Social Media marketing - Facebook, linked in, affiliate marketing, webinars, content marketing, etc. Reputation marketing, text marketing ● Need for better conversion of prospects to paying customers – high bounce rates ● Need to improve paid on-line marketing: Facebook advertising, SEO – Google search, pay per click, mobile marketing, VIDEO STEP TW O MI GHT REVEAL ADDI TI ONAL W EBSI TE/ I NTERNET OPPORTUNI TY/ NEED
Traditional Marketing Latest 2 0 1 5 Figures for Manufacturers Dealers and 60% increase in Email marketing Distributors 49% increase in Social Print advertising Media marketing Events/ tradeshows 40% increase in mobile Sales representatives marketing Website 17% decrease in tradeshows 33% decrease in print Movem ent tow ards digital
● THREE KINDS OF DATABASE: ⚫ PAST CUSTOMERS – REACTIVATE WITH NEW USP ⚫ CURRENT CUSTOMERS – INCREASE CLIENT VALUE WITH NEW USP ⚫ PROSPECTIVE CUSTOMERS – FOLLOW-UP/ AUTORESPONDERS WITH NEW USP LI FETI ME VALUE AND LOYALTY - DO YOU STAND APART?
Companies that nurture leads will generate 50% more sales ready leads at a 33 per cent lower cost-per-lead. It takes an average of seven or eight touch points to convert a prospect to a customer, making lead management a critical component of any digital marketing strategy: website, social media, blogs, content marketing, webinars, podcasts, reviews and reputation. FORRESTER RESEARCH:
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