1. October 21, 2010
The Gage
Chicago, IL

2. Agenda
1.Who are you?
2.Marketing Challenges
3.Marketing Opportunities: Solving the Marketing
Puzzle
4.Q&A

3. Who Are You?
1. Staff size
2. Staff role
3. Centralized or decentralized
4. Trade or individual
5. Membership size

4. • How do I get my piece(s) opened?
• How do I decide what medium/tactic to
use?
• How do I get people to pay attention?
• How do I improve my ROI?
Marketing Challenges

5. • Marketing is a puzzle with lots of
moving pieces
– Audience
– Messages
– Products
– Tactics
– Budgets
– Staff resources
Solving the Marketing Puzzle

6. • What result are you looking for?
– Increased Awareness
• Organization-wide
• Products and services
– Orders/ROI
• Membership renewal
• New members
– Audience Engagement
Solving the Marketing Puzzle

7. • How Do I Improve My Marketing ROI?
– Know your audience
• Who are primary targets?
• What do they look like and feel like?
• What do they have in common?
• How are they different?
• How do they like to be communicated with?
– Develop your messages by audience
• Focus on benefits not features
• Keep as much the same as you can
• Speak their language
Solving the Marketing Puzzle

8. Solving the Marketing Puzzle

9. Solving the Marketing Puzzle

10. • Consider all possible sources
– Internal
• Newsletters
• Publications
• Customer service calls
• Website
• Outgoing products
• Trade shows
• Volunteers/Components
• Partnerships
Solving the Marketing Puzzle

11. • Consider all possible sources
– External
• Direct mail
• Advertising
• Email
• Web advertising
• SEO/SEM
• Trade shows
• Partnerships
• Social Media
Solving the Marketing Puzzle

12. • Review past results in detail
– What is working?
– What isn’t?
– What did work but is seeing a drop?
• What is your budget?
– What can you spend?
– Do you have some $ for R&D (testing budget)
• Prioritize your source mix
– Highest ROI/Lowest CPO
– Don’t become a one source marketer
• Schedule, implement and return to start
Solving the Marketing Puzzle

13. • Four quick tips:
1. Be prepared
2. Proceduralize and set processes
3. Go for the ROI
4. Be creative
Solving the Marketing Puzzle

14. Questions and Answers
Contact information:
Scott D. Oser
President
Scott Oser Associates
Ph: 301-279-0468
Email: scott@scottoserassociates.com
Website: www.scottoserassociates.com