1. Delaware Valley Industrial
Resource Center
Marketing Services Overview
DVIRC
2905 Southampton Road
Philadelphia, PA 19154
The Navy Yard
Building 100 Innovation Center
4801 S Broad St, Suite 100
Philadelphia, PA 19112

2. The Delaware Valley Industrial Resource Center
(DVIRC) is a private, not-for-profit regional
economic development organization.
We are one of seven Industrial Resource
Centers in Pennsylvania, and one of 59
Manufacturing Extension Partnership
(NIST / MEP) affiliates.
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3. How We Work:
DVIRC’s Strategic Approach to Our Market Has Been
Constructed To help Grow Our Client’s Business Value.
As such, our work is designed to help Businesses Experience:
Growth in Sales, Growth in Profitability and Success in
Execution.
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4. Slide 4

5. Regardless of Industry Type, We Define the
Components of Business Value as…
 Management, Management, Management
 Quality & Sustainability of Revenues & Earnings
 Market Position and Environment
 Capital Requirements Relative to Cash Flow
 Quality of Systems and Controls
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6. In a NIST Study of owners of small and midsized companies identified:
 6 of 10 need a process for Cost Savings
 8 of 10 need a process for Growing Sales
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7. Our process goes to work on:
 Identifying specific growth opportunities to match
competencies
 Collecting purchasing intelligence related to specific
decision makers
 Building a call-screened database, complete with emails
 Creating reusable marketing collateral to support active
sales efforts
 Real-time Project Management and Follow-Up
 Securing Qualified Leads!
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8. Our Process for Business Growth
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
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9. Our Marketing Services Team
Director Market & Economic
Marketing Research
Services
Market Project Market
Positioning Coordination Research
Support Support
Inside Sales Inside Sales Inside Sales Inside Sales
Support Support Support Support
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10. We Use a Holistic Approach to Grow Sales…
Working as an outsourced solution, we deliver:
The foundation for a sales and marketing plan
Primary & Secondary Market Research
A clear and distinct value proposition
Relevant market opportunities that match core competencies
A call-screened, custom data base featuring well over 100 category
specific decision makers
Marketing To selected decision makers (letters, post cards, emails*)
Internal Sales Support (Yes, we make over 100 cold calls!)
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11. Business Growth Solutions
Graphic Design
Newsletters
Pay-Per–Click Ads
Market Positioning Email
Search Engine Management
Opportunity Scouting
Optimization
Database Creation Campaign
Situational Analysis Viral Networking Design &
Prospect Validation
Management
Goals & Objectives
Campaign Design & Social Media
Voice of Customer Market Strategy & Tactics Outreach Market Launch
Market Validation
Marketing & Sales Web Tactical
Strategy Research Sales Planning Support
Market Support Marketing
Opportunity
Implementation Plan Inside Sales Database
User Needs Screening /
Execution Market Feedback
Architecture Creation
Evaluation & Control 100 Profiled Targets
Design Prospect
200 Decision Makers Validation
Market Diversification Development
Inside Sales
Maintenance Support
Sales Training
Project
Management
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12. Companies Can Fight Back….
Scouting Growth Markets
Targeting New Customers
Creating New Products/Services
Committing to Sales & Marketing
Identifying USPs
Delivering a Value Proposition
Being Up For a Fight!
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13. We Believe in Holistic Approach to Grow Sales…
sustained
This includes:
 The foundation for a sales and marketing plan
 Primary & secondary market research
 A clear and distinct value proposition
 Scouting relevant market opportunities that match competencies
 A call-screened, custom database development recording category-
specific decision makers
 Continuous marketing to decision makers (letters, post cards, emails*)
 Internal sales support ( we average 20 hours per month)
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14. Why It Works…
Products Profile Target Opportunities Markets
Decision
Sellers Build Databases
Makers
Unique Selling Market
Create Messaging
Points Needs / Pains
Structured Communicate to Target Markets
Qualified
Outreach Leads
Get Sales Appointments
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15. When We Get Started, We Define What We have to Work With …
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16. We Help Clients…
 Capitalize on Perceived Strengths
 Look at Overcoming Perceived Weaknesses
 Identify New Market Opportunities
 Avoid Threats
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17. “If you’re not meaningfully UNIQUE,
you better be CHEAP!”
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18. How Are you Unique?
You can not have an effective business strategy if
you are not able to successfully answer this
question.
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19. Did your answer start with any of the following?
We Have Good People
We Have Good Quality
We Are Always Near or On-time With Delivery
We are Not the Cheapest-But Not the Most Expensive
That’s What He Said
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20. Just The Facts please…..Just the facts.
1. Your value proposition must be a statement of what you actually
are – not just something you aspire to become.
2. Your value proposition must exist in the interface between a
company’s ability to deliver a product or service and the perceived
needs and desires of a targeted market segment.
3. Your value proposition must be rooted in a deep, certain
knowledge of [your] targeted customers and a realistic
appraisal of [your] own capabilities.
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21. Playing Up Your Strengths Will Enable You to
Outperform your Resources & Outpace Your Threats.!
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22. Will Help You Simplify & Articulate Your Value
Proposition.
They are extremely useful because:
Confusing Your Customers About Your Products or Service is Never a Good Thing!
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23. The Rules are Simple:
1. Be clear in stating the Overt Benefits of your
products or service.
2. Give your market a Reason to Believe their money is
well spent with you.
3. Present a Dramatic Difference between you and
your rivals.
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24. Your Overt Benefit Should…DEMAND
the Real Reason to Believe!
or to make things simple:
Overt Benefit + Reason to Believe= Dramatic Difference
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25. Faster than a speeding bullet.
More powerful than a locomotive.
Able to leap tall buildings in a single bound.
Look! Up in the sky!
It's a bird. It's a plane. It's Superman!
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26. With the Marketing Physics Complete, People Get Excited….
They want to do more.
 Enhance or Redesign Websites
 Build Effective, Low-Cost Email Campaigns
 Create Segmented Marketing Campaigns
 Train Sales Representatives/New Hires
 Create Product Catalogs, Letters, and Postcards
 Establish or Redefine the Brand Position
 Engage In PR Efforts, etc…
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27. We Believe Growing a Business Requires a Structured Process:
PLAN: Design or revise the business development process components to improve results
DO: Implement the business development plan and measure its performance
CHECK: Assess the measurements and weigh the results
ACT: Decide on and initiate changes needed to improve the growth process
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28. Our Planning Delivers Key Market Insights
The Alpha Position is a result of giving the market
what it wants faster and better than a rival supplier
The innovative, niche players and those who are
heavily financed take market share over those who
live day-to-day
Growth in the SME world is fueled by early
adapters to emerging opportunities that fit with
the organization's competencies
Larger manufacturers can become reactive and lose
market share to new trends and promising up-and-
comers
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29. “The ancestor of every action is thought…”
Our Actions Go To Work:
 Identifying specific growth opportunities
 Collecting purchasing intelligence
 Building a call-screened database,
 Creating reusable marketing collateral
 Real-time Project Management
 Securing qualified Leads!
 Managing Client Follow Up
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30. A Plan is only as good as the actions taken to move it forward.
Implementation requires people doing things…
 A Fixed Schedule
 A Good Prospect List
 Delivery of the Pitch
 Task Owners
 Accountability
 Clear Success Measures
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31. Microsoft Project can help you track and
manage your goals. It is as easy as:
 Building Your Plan
 Defining Your Timeline
 Tracking & Managing Your Efforts
 Closing Out & Reviewing
Effectiveness
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32. Check, Recheck, Then Check Again….
• As efforts are made to
grow business, monitor
your progress, and assess
your performance.
• Obviously you will want to
do more of the good, but
also try to correct
whatever is not working.
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33. Our Actions At a Glance…
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34. Over the Course of 3 to 4 Months Everyone Received…
 Over 100 uniquely profiled target opportunities with over 200 names
and titles for category specific decision makers.
 A call-screened, database (complete with emails in most cases).
 A comprehensive Positioning Report containing: sales and marketing,
planning recommendations, and campaign material.
 Real-time market intelligence/the specific wants and needs of a new
prospect.
 A CRM-friendly record of every conversation our sales team has!
 An average of 12 Qualified Leads!!!
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35. Thank You!!!
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