Running a Marketing Plan Engagement A Case Study Approach www.corneryourmarket.ca Overview • Today – we’ll do a case study style approach • How I’ve run marketing plan engagements • Two main approaches • What worked best • Review a typical sales process • Review a typical engagement • The Aha moments along the way www.corneryourmarket.ca Workbook • Background & activities I use can be found in my workbook: http://www.lovewhatyoudoagain.com/dtm‐marketing‐plan/ www.corneryourmarket.ca Why Start With Strategy? • Key differentiator in the sales process – The initial Marketing Audit (SBA) started the strategy conversation – already realized value – Positions me as unique – trusted advisor/consultant from the beginning – Helps guide client conversations with other firms – I ask a lot of questions – other firms tell/recommend with no info – Win against much larger and more established agencies • Sets the stage for more wins from the beginning – Starting with strategy can uncover bigger issues – and result in bigger and more impactful changes at a higher level from the beginning – You become more than a “marketing” vendor – become a partner & part of their team www.corneryourmarket.ca Why Start With Strategy? • Creates a better working relationship – More trust and less questioning & proving – Client allows you to try more stuff out – Potential to get more done – bigger wins/results www.corneryourmarket.ca Types of Clients • B2B – Facility Maintenance (targeting large retail chains) – Software: Medical, Optical, Construction (targeting medical universities/opticians/builders) – Medical Devices (targeting EMS & hospitals) – Corporate Insurance (targeting multiple B2B verticals) – Corporate Leadership Coach – Corporate telecommunications • B2C – Optical Retailer – Closet Organization Company – Resorts (x3) – University – Financial/Loans www.corneryourmarket.ca Types of Delivery • Traditional: Discovery Session + Strategy Delivery – I would go away, do all research, and come back with my findings and recommendations – Result: Gigantic marketing plan • Collaborative/Consultative: – I work together with the client over 4 to 8 weeks to create the strategy • My preference: Consultative – They see wins & results along the way – They share more information, are more engaged in the process – sets the stage for a stronger long‐term engagement – Great way to see if they are YOUR ideal client www.corneryourmarket.ca Sales Process 1. Free Mini‐Session – Signature Brand Audit – They fill out the SBA – I do some initial research – Structured conversation – Key questions that make a difference: • What’s your current marketing system? How do you get prospects to know that you exist – and then move them through your sales process? • Direct question re: the Marketing Hourglass – and identify gaps • Questions around how many leads they get/where they come from/how many they convert/cost per lead/lifetime customer value – Ask if they want me to outline how we might best work together via a proposal + presentation – set the date. www.corneryourmarket.ca Sales Process 2. Proposal + Presentation – Confirm I understand their situation/challenges – Immediately position developing a strategy + system as the most important first step – Outline exactly how we will work together to develop the strategy – Tease with potential next step options www.corneryourmarket.ca The Strategy Engagement • Typically 8 weekly sessions • Meet on‐site or via Zoom • I do a lot of research & work in the background • The business owner also does some work between sessions – usually gathering information www.corneryourmarket.ca 9 Pre-Session Home Work Once you decide to move forward with your new marketing program, we’ll immediately send you requests for the following information so we can get started on our discovery process and gather as much up front information as possible: • A list of six ideal target clients for us to call • A list of all of your key competitors • Copies or links to any marketing materials or campaigns • Links and passwords to online marketing and social media sites, including: – Website – Google Analytics – PPC Advertising – Social Media Sites • A filled out discovery form www.corneryourmarket.ca 9 Sessions: • Pre‐Discovery Session 1. Discovery Session 2. Ideal Client 3. Core Difference + Marketing Review 4. Product & Service Review www.corneryourmarket.ca 1: Discovery Session • Gather as much initial information as possible • Confirm main marketing challenges & goals • Review current marketing budget • Current process & people • Establishing a marketing baseline • Collect all current marketing assets – both on and offline • Gather passwords/access to tools & technology • Gather a list of competitors • Confirm process moving forward www.corneryourmarket.ca 2: Ideal Client Exercises: • Current Client List (including revenue/time/profit) • Ideal Client Grid (ideal/not ideal) • Gather Names for Client Surveys Outcomes: • Common ideal client elements • Clients to avoid/phase out www.corneryourmarket.ca 2: Ideal Client Aha Moments: • How much time & energy some clients suck up • How many non‐ideal clients they are working with • How they may actually be targeting their non‐ideal clients • How some clients may actually be detracting from their business www.corneryourmarket.ca 3: Core Difference + Branding Exercises: • Review completed client questionnaires – identify any common themes or “ahas” that emerge • Identify main core difference/s • Review current branding/messaging/marketing materials • Conduct competitive review • Create talking logo/update tagline/outline new core messages www.corneryourmarket.ca 3: Core Difference + Branding Outcomes: • Client survey summary/grid/recommendations • Clarity on a true core difference • Updated messaging – including talking logo • Immediately fix any branding or current messaging issues • Deeper understanding of competitors www.corneryourmarket.ca 3: Core Difference + Branding Aha Moment Examples: • Dogwood: Messaging on Vans – missing contact info • Tyax: They looked exactly the same/messaging exactly the same as all competitors www.corneryourmarket.ca 4: Product/Services Review Exercises: • Review the current product & services mix, including how they work/flow together/messaging & presentation to the client/pricing/naming/cost of sale & implementation Outcomes: • Recommendations on any changes/updates to products/product flow/messaging/pricing • In some cases – complete product/service restructuring www.corneryourmarket.ca 4: Product/Services Review Aha Moments: • Medical Software: New way of presenting products (several separate products to one product with modules) plus new naming format • Leadership Coach: New product naming, new product structure with overarching umbrella www.corneryourmarket.ca 5: Customer Journey Review Exercises: • Map out & review all current customer touchpoints • Actually review the customer experience (whether that’s calling reception/customer service/contacting via website/collecting & reviewing customer material Outcomes: • Identify any issues in the customer journey – missing touchpoints/flow, etc • Recommendations on any changes to the current flow www.corneryourmarket.ca 5: Customer Journey Review Aha Moments: • Almost always issues with website contact forms – or response to info@ emails • Often issues with response time to phone messages • Sometimes personnel issues with main customer contact person – example – acting receptionist doesn’t really want to do that – part of another job • Missed opportunities in regular communication ‐ invoicing www.corneryourmarket.ca 6-7: Marketing Hourglass Strategy Exercises: • Review current marketing process using the Marketing Hourglass & identify any gaps • Create ideal high level Marketing Hourglass strategy • Outline how the Marketing Hourglass would work in the real world • Identify the specific content, offers & marketing tools needed to make this happen • Create a detailed plan & budget www.corneryourmarket.ca 6-7: Marketing Hourglass Strategy Outcomes: • Flow on website/changes needed • Online assets needed • Sales process • Offers & content required • Tools required • Resources required • Budget www.corneryourmarket.ca 6-7: Marketing Hourglass Strategy Notes: • This is where I typically present my website & online marketing review • In the background, I’ve usually been working on an online review (local assets/social media/competitors/paid advertising, etc.), keyword analysis, and a complete SEO review of their current website • So the results tie in here and inform the strategy www.corneryourmarket.ca 8: Ongoing Marketing Plan Exercises: • Outline ongoing steady‐state marketing activities and campaigns for a 12 month period • Create editorial calendar for content • Identify internal resources/subject matter experts • Discuss ongoing tracking & measurement along with potential budget www.corneryourmarket.ca 8: Ongoing Marketing Plan Outcomes: • Completed editorial calendar • Marketing strategy summary document (including everything we’ve worked on to date) • Recommended marketing plan moving forward, including: – Budget – Resources – Set‐up & implementation – Ongoing management www.corneryourmarket.ca The Resulting Marketing Plan Doubled as My Ongoing Services Pitch They Asked Me if I Would Do It No Sales Needed – Seamless Process to a Retainer Engagement www.corneryourmarket.ca Typical Costs: Marketing Strategy: • Traditional Model: – $5 to $18K – Two months to complete • Consulting Model: – $2500 to $10,000/month – Two months to complete