2. • Basic principles of marketing
• Marketing tactics
• Pros/Cons
• Examples
• How to maximize each one
• Key factors for successful marketing programs
• Q&A
Marketing “Boot Camp”
3. Marketing is the process of communicating
the value of a product or service to customers.
• Critical business function for…
• Attracting new customers
• Keeping existing ones
• It is not selling!
• Helps support the sales process
Marketing
5. • User, decision maker or influencer
• Typical titles or job functions
• Key markets, segments and industries
• Geographic focus
• Everyone at company on the “same page”?
• Both existing as well as potential customers
Target Audience
6. • Industrial Facilities (too broad)
-vs.-
• Key vertical markets: Food/Bev, Bio/Pharma, Mining
• >50% piping applications below 200 psi operating temperature
• 5+ maintenance “turnarounds” in a calendar year
• Inside facility:
• Plant/maintenance managers
• Piping group
• Engineers (design, specifying, safety)
• Outside facility:
• Mechanical contractors
• Engineering firms
Target – More Detail The Better
7. • Two major types of messaging within any organization:
1) Brand
2) Product
Message
8. • Brand Positioning Statement
• What do you want to stand for in your customers’ mind?
• Where is your company adding value?
• Written by marketers, for marketers
• Not a consumer statement
• “Foundation” - all marketing efforts should support/build this
Brand Message
9. Compromised of the following six elements:
1) Target consumer
2) Brand name
3) Brand personality
4) Product/competitive frame
5) Consumer benefit
6) Critical support
Brand Positioning Statement
10. Specific marketing campaign/project
• Your Unique Selling Proposition (USP)
• What’s the one (1) key end user benefit?
• Needs to be unique, compelling and consistent
• Key support points
• Not a laundry list (3-5 max)
• Different messaging (points of emphasis) with multiple targets
Product Message
13. • Don’t have the money or time to do them all effectively
• Every manufacturer is different
• No marketing “magic formula” or “silver bullet”
Realities
15. Pros
• Dedicated to certain product or product category
• Flexible – can develop an entire library
• Communicate a decent amount of information
• Multi-purpose use (can re-purpose)
Cons
• Product info can become quickly outdated
• Costly (printing)
Collateral
16.
17.
18. • Have a template “look-and-feel”
• Not reinventing the wheel each time
• Call-to-action for more information
• Manage printing costs and quantity
• Develop a process for keeping track of versions/updates
• Maximize usage across other marketing areas (re-purpose)
• Web site
• Trade shows
• Direct mail
Collateral – Tips for Success
19. Pros
• Brand awareness
• Broader reaching vehicle
• Increased perception and credibility
Cons
• Cost
• More difficult to track/measure
• Limited “real estate”
Print Advertising
20.
21.
22. • Clear, focused message
• Don’t shove 10 lbs. into a 5 lb. bag
• Strong call-to-action
• Unique URL and/or landing page
• Unique 800#
• QR code (“mobile” friendly content)
• Identify the “right” publication(s)
• Consistent frequency (“cumulative” effect)
Print Advertising – Tips for Success
23. Pros
• Very targeted and personalized
• Flexibility – timing & cost
• Measurement and tracking
Cons
• Lower response rate
• Higher cost per unit
Direct Mail
24.
25. • Clearly defined target (more detailed the better)
• “Quality” list
• Frequency
• Strong offer (call-to-action)
• Personalization
• Test, test and test…
• Offers
• Creative
• Sizes
• Lists
Direct Mail – Tips for Success
26. Pros
• Cost effective
• Highly credible
• Relationships you build through PR continue to work for you
Cons
• Lack of control
• On-going commitment
Public Relations (PR)
27.
28.
29.
30. • A.P. Style
• Newswriting vs. creative, technical or “sale-sy” style
• Company spokesperson
• Clearly define audiences
• Be aware of your own “industry” news
• Be “proactive” as well as responsive
• Consistent program
Public Relations – Tips for Success
31. Pros
• Flexibility – tied to specific campaign
• Focused (serve up only relevant info)
• Easily measured (Google Analytics)
Cons
• Support with other marketing activities to help drive traffic
• Not “build it and they will come”
• Keeping content “up-to-date”
Micro Site/Landing Page
32.
33. • Focus only on relevant information
• Doesn’t replace your full-blown web site
• Clear call-to-action and next step once on the site
• Utilize analytics
• Promote through all relevant marketing tactics
Micro Site/Landing Page – Tips for Success
34. The 3 Most Powerful Things You Can Do Online Right
Now!
By Sage
35. • YouTube Stats:
• More than 1 billion unique users visit YouTube each month
• Over 4 billion hours of video are watched each month on YouTube
• 72 hours of video are uploaded to YouTube every minute
• 70% of YouTube traffic comes from outside the US - YouTube is
localized in 53 countries and across 61 languages
• In 2011, YouTube had more than 1 trillion views or around 140 views
for every person on Earth
Numero Uno
VIDEO!!!
40. YouTube Character Limits
• YouTube video title up to 100
characters
• YouTube video description up to 5,000
characters
• YouTube tags up to 120 characters.
• YouTube comments up to 500
characters
49. Friday Internet Marketing
with Sage and Greg
Fridays 3:15 ET
Weekly Prizes and a free gift for registering
http://www.sagerock.com/fridayshow/
50. 1. Upfront planning
2. Marketing “champion”
3. Lead/inquiry process
4. Patience
5. Resources (internal/external)
6. Strong call-to-action
7. Marketing and Sales on the “same page”
8. Integrated program (more than one tactic)
9. Measure
10.Don’t be afraid to experiment
10 Key Factors For Successful Marketing Programs
