Strategic Marketing 3.0: Doing More with Less
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You’ve heard people lament, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing today. It's also true that most companies don't spend too little on marketing. They spend too much for the sales and profits they generate. The difference is profit coming straight out of the owner's pocket. Visions for marketing aren't too large, they're too small. Marketing can generate more sales for your company than you ever thought possible. Getting there doesn't require new concepts or leaps of faith or buckets of money. It requires the right approach. Strategic Marketing 3.0 will help you understand why your customers really buy from you, and use that deep understanding to create a marketing strategy that effectively targets your precious marketing dollars to attract more customers who feel the same way.
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Strategic Marketing 3.0: Doing More with Less
- 1. Strategic Marketing 3.0 • Doing More with Less ©2013 La Fetra Consulting 1
- 2. “Half the money I spend on marketing is wasted. I just advertising don’t know which half.” John Wannamaker ©2013 La Fetra Consulting 2
- 3. Too much Too little ©2013 La Fetra Consulting 3
- 4. your ©2013 La Fetra Consulting © 2013 La Fetra Consulting profits 4
- 5. ©2013 La Fetra Consulting 5
- 6. ©2013 La Fetra Consulting 6
- 7. ©2013 La Fetra Consulting 7
- 8. Adding complexity is Creating focus is really hard ©2013 La Fetra Consulting 8
- 9. Fundamentals every business leader already knows… …but very ©2013 La Fetra Consulting few do well in practice. 9
- 10. Deep Customer Insights Practical Attractive Effective ©2013 La Fetra Consulting 10
- 11. Good companies can get better ©2013 La Fetra Consulting 11
- 12. Simpler is not less capable ©2013 La Fetra Consulting 12
- 13. Bedrock makes a better foundation than sand ©2013 La Fetra Consulting © (c) 20132013 La Fetra Consulting Bruce La Fetra 13
- 14. “The difference between ordinary and extraordinary is that little extra.” Jimmy Johnson ©2013 La Fetra Consulting 14
- 15. Strategic Marketing 3.0 4 Principles ©2013 La Fetra Consulting 15
- 16. The best marketing is story-telling ©2013 La Fetra Consulting 16
- 17. The right target creates simplicity ©2013 La Fetra Consulting 17
- 18. Principal #1 Know the real reasons people buy from your firm ©2013 La Fetra Consulting 18
- 19. Software for Home Health Agencies Able to increase revenue by capturing more reimbursements Most agencies owned and managed by nurses. So…. patient care was primary motivator, but profits. ©2013 La Fetra Consulting 19
- 20. A strong and clear message is a compelling story ©2013 La Fetra Consulting 20
- 21. Principal #2 Do whatever it takes to get your positioning right ©2013 La Fetra Consulting 21
- 22. Software for Home Health Agencies Able to increase revenue by capturing more reimbursements Most agencies owned and managed by nurses. So…. patient care was primary motivator, not profits. Re-positioned firm as enabling better patient care by boosting agency finances. ©2013 La Fetra Consulting 22
- 23. Create leverage ©2013 La Fetra Consulting 23
- 24. Principal #3 Use customers to change the game ©2013 La Fetra Consulting 24
- 25. Management Consulting Firm Many happy clients, but few actual referrals. Little knowledge of capabilities and successes beyond own projects. New positioning made referrals low-risk and high-reward. Firm shocked at how willing many clients were to help. ©2013 La Fetra Consulting 25
- 26. extend the benefits beyond marketing ©2013 La Fetra Consulting 26
- 27. Principal #4 Tip marketing on its side ©2013 La Fetra Consulting 27
- 28. ©2013 La Fetra Consulting HR Support Ops Sales Marketing Marketing 28
- 29. Expect More ©2013 La Fetra Consulting 29
- 30. 1. Higher sales 2. Greater profits 3. Increased focus on future 4. Create a great environment ©2013 La Fetra Consulting 30
- 31. 1. Higher sales 2. Greater profits 3. Increased focus on future 4. Create a great environment ©2013 La Fetra Consulting 31
- 32. 1. Higher sales 2. Greater profits 3. Increased focus on the future 4. Create a great environment ©2013 La Fetra Consulting 32
- 33. 1. Higher sales 2. Greater profits 3. Increased focus on future 4. Create an environment where great things happen ©2013 La Fetra Consulting 33
- 34. Commercial Builder With everyone on the same page… • They use younger employees more in representing the firm. • On-site personnel know how to spot strategic opportunities. • Proposals run faster and smoother. All new employees attend “marketing training” to learn firm’s positioning and values. “Our marketing does more than I ever thought it could do.” ©2013 La Fetra Consulting 34
- 35. Strategic Marketing 3.0 • Principal #1. Know the real reasons people buy from your firm • Principal #2. Do whatever it takes to get your positioning right • Principal #3. Use customers to change the game • Principal #4. Tip marketing on its side ©2013 La Fetra Consulting 35
- 36. Bruce La Fetra Email: bruce@lafetraconsulting.com Website: LaFetraConsulting.com Blog: LaFetraConsulting.com/LookingUp ©2013 La Fetra Consulting 36
Editor's Notes
- John Wannamaker famously said, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing. Most companies don't spend too little on marketing. They spend too much for the sales and profits they generate.
- The difference is profit coming straight out of the owner's pocket.
- Dieters know they're not supposed to eat chips straight from the bag, but the incremental gain from doing the right thing "just this time" isn't enough to change behavior. In a world focused on big concepts, getting the little things right is hard.
- Tons of happy clients, but few actual referrals.Clients had little knowledge of capabilities and successes beyond own projects. Refer in similar situations, but few of those.New positioning and campaign highlighting range of clients & projects gave clients the knowledge and tools to actively refer more business. Firm shocked at how willing many clients were to help.
- With everyone on the same page…They use younger employees more in representing the firm.On-site personnel know how to spot strategic opportunities.Proposals run faster and smoother. They actually do fewer proposals now, but they win an overwhelming majority of the ones they do. Little wasted effort.All new employees attend “marketing training” to learn firm’s positioning.
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