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Workshop: Align Your Marketing & Business Goals
- 1. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS ALIGNING YOUR MARKETING GOALS & BUSINESS GOALS welcome v 8:30 am: Registration 9:00 - 9:45 am: Workshop 9:45 - 10:00 am: Q&A in Theater 10:00 - 11:00 am: One on One Q&A in the Lobby WIFI: Waynesboro Theater Guest Pass: leftbrain101
- 3. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS WHO AM I? • I Was a Client • Digital Marketing since 2005 • Self Taught…Because I had too • Love What I Do…(it’s my WHY) • Enjoy Cooking, Reading, Learning, Working Out & Being Outdoors • Family & Friends Make Me Whole
- 4. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS WHAT DO YOU NEED? • a new Website? • better Social Media presence? • SEO / SEM? • a new Logo? • new Print Collateral? • a new Brand?
- 5. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS DIGITAL MARKETING • Websites. desktop and mobile devices • Social Media. Facebook, YouTube, Instagram, Pinterest, etc. • SEO. Search Engine Optimization (free) • SEM. Search Engine Marketing (paid) • Blogging. creating relevant content • E-Mail. weekly, monthly, quarterly campaigns
- 6. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS TRADITIONAL MARKETING • Radio. commercials and event sponsorship • Television. commercials and infomercials • Billboards. outdoor advertising • Print. brochures, mailers and flyers • Publications. magazines and newspaper • Trade Shows. industry specific events ($)
- 7. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS OTHER DEMANDS • Employees. team members and stakeholders • Customers. making sure they are taken care of • Vendors. making sure you have the goods • Competitors. keeping track of the competition • Strategic Partnerships. building symbiotic relationships • Deadlines. something is always pressing
- 8. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS AND MORE… • Time. our most valuable asset…by far • Money. it costs money to advertise and go to market • Competency. you have to know how to use the tools
- 9. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS SO MANY OPTIONS, DEMANDS AND OBLIGATIONS LEADS TO… UNCERTAINTY.
- 10. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS IS IT ANY WONDER WHY MARKETING AND ADVERTISING IS OFTEN… DELAYED?
- 11. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS TIME, ENERGY AND MONEY WAS SPENT WITHOUT UNDERSTANDING… ROI.
- 12. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS SO… WHERE DO YOU START?
- 13. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS WHAT’S MISSING? • let’s back up… • let’s not think tactics. • let’s not think tools. • let’s not think technologies. • let’s not think strategy…yet. • let’s get away from bandaids.
- 14. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW WHO YOU AREno.1
- 15. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS You can’t be EVERYTHING to EVERYONE… so be uniquely you. Ask yourself - What do you truly have to offer? What makes you special? How and why are you different? Why do your customers choose you? BIGIDEA
- 16. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOU… • what kind of company are you? • what do you do best? • what are your top 3-5 business goals? • what are your core values? • what customer types do you serve? • what geographic locations do you serve?
- 17. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOU… • are you…consultant, manufacturer, engineering • are you best at…service, custom solutions, deadlines • your goals are…retention, grow company “x”%, etc. • your core values are…integrity, best service, passion • contractors, retailers, engineers, architectural • local, tri-state, national, international
- 18. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS SPEND SOME TIME GETING TO KNOW YOU SO YOU CAN TELL… YOUR STORY.
- 20. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS You can’t be right for everyone… so know who you are right for. Ask yourself - Who are the most important people to engage? What do they expect from you or from the services / products you provide? BIGIDEA
- 21. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR CUSTOMER… • are they price or value conscience? • what industry are they in? • are they straight forward or social? • what are their core values? • who are their customers? • what are their expectations?
- 22. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR CUSTOMER… • If value is important then price is not…vice versa • they are… in apparel, manufacturing, service provider • understanding how they prefer to communicate • their values…honesty, authority, spirituality • their customers are…store owners, artists, engineers • understanding expectations = understanding them
- 23. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS GET TO KNOW YOUR CUSTOMER BY LIVING A DAY… IN THEIR SHOES.
- 25. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS Every market has its own set of expectations and preferences in communication. Ask yourself - How do your products and services compare to what’s offered in the marketplace and what are typical vehicles of delivery? BIGIDEA
- 26. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR MARKET… • is the market inundated with similar products? • is the market inundated with similar services? • is anyone playing in that market? • how big is the market and who are the players? • is geographic location important? • what are typical modes of delivery?
- 27. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR MARKET… • how is your product different from the rest? • how is your service different from the rest? • a wide open market…can be good and bad • have a good understanding of size and differentiators • your market is…50 mile radius, LA to NY, international • your market prefers…trade shows, digital, print
- 28. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS GET TO KNOW YOUR MARKET BY SPENDING TIME DOING… RESEARCH.
- 30. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS A good solid brand will stand out and become the expectation. Ask yourself - How does your brand compare to other brands within the market? How recognizable is your brand? Do you have brand loyalty? BIGIDEA
- 31. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR BRAND… • what is your brand? • is your brand consistent? • what is the value of your brand? • is your brand unique? • is your brand recognizable? • does your brand follow industry expectations?
- 32. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR BRAND… • brand is all encompassing • making sure your brand is consistent is imperative • high value brands are developed…low value changed • does your brand stand out? • a unique brand will gain traction • each industry has brand expectations
- 33. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS GET TO KNOW YOUR BRAND BY LOOKING FROM… WITHIN & OUT.
- 35. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS A well thought out message, or messages, will cut through the noise and speak to your audience. Ask yourself - How much value does your message have to your audience? How does your audience relate to your message? BIGIDEA
- 36. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR MESSAGE… • what is a “message”? • is your message consistent? • is your message easy to understand? • does your message relate to the market? • is your message personalized or general? • how are you going to deliver your message?
- 37. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR MESSAGE… • message is about communicating to the audience • mixed messages is a big problem • don’t make me think…make it easy to understand • is your message part of an expectation of the market? • personalized messages will get attention faster • social media, email campaigns, blogging, people
- 38. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KNOW YOUR MESSAGE BY UNDERSTANDING YOUR… AUDIENCE.
- 40. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS ABOUT DISCOVERY… • the discovery process is time consuming • the discovery process can be a little painful • the discovery process can be a little scary
- 41. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS ABOUT DISCOVERY… • the discovery process is totally enlightening and freeing • the discovery process will help you make decisions faster and easier • think of discovery like it’s the foundation on which you build
- 42. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS DISCOVERY DOWNLOAD www.highrockstudios.com/discovery Visit our website for more info: michael@highrockstudios.com
- 43. #HIGHROCKWORKSHOPS @HighRocKSTUDIOS KEY TAKEAWAYS… • involve all stakeholders and key personnel in the discovery process • take great notes and look for common themes and thoughts • try to identify “your why”…why you do what you do