How to Get Top-Dollar Marketing Results

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How to Get Top-Dollar Marketing

Results Without Spending a Fortune

How to Get Top-Dollar

Marketing Results

Without Spending a Fortune


Vince DiCecco

Your Personal Business Trainer ISA Seminar #19

April 21, 2016 Orlando, FL

Pop Quiz

Facts About Small Business Marketing

What is Marketing…Really?

A Practical Definition

“Marketing is a



to get customers’ and prospects’

commitment and loyalty

not just compliance –

to do business with your



Keys to Successful Marketing






Secret Formula of Marketing

The Right


directed at

The Right



The Right



(Ready, Aim, Fire)

What’s Your Marketing IQ?

Do you consistently…

• Ask new contacts,

“How did you hear about us?”

and recordand analyzetheir responses? • Make it a point to get feedback from

first-time customers and invite them to add their name and contact info to your database

• Ask, “Why did you choose to do business with us today?” and record their responses

• Conduct “Voice of the Customer” surveys

Establish Your UVP*

*UniqueValue PropositionTM

• It’s more than just doing the usual things better than everyone else

• Often, the concept is conceived from outside of your industry / market

• Contains three critical components

– It overtly addresses, benefits and satisfies the STRONGEST unmet needs of your ideal customers

– It has strong and instant CREDIBILITY

in the eyes of your customers

– It’s unique, INNOVATIVE, “new”, something your competition can’t come close to offering / doing


Unique Value Proposition

TM What’s Yours?

• PRICE:the amount of money that is exchanged for goods and services • QUALITY: meeting customer's expectations or conformance to standards /


• SALESMANSHIP: your image, reputation, sales pitch or simply how the customer was treated by EACH of the seller's employees before the sale • SERVICE:after-the-purchase support, training, or warranty honored, return

policy, etc.

• DELIVERY:on time, every time; just-in-time

• INNOVATION:creativity, one-of-a-kind, custom-made

• CONVENIENCE: how easy it is for your customers to do business with you (e.g. locations, hours, communications, etc.)

Try This Sign in Your Shop

Pick two…. But you sacrifice the third

Do You Have a Marketing Plan?

• Only be 2 – 6 pages long • Be written in plain language • Updated annually

• Address all “Seven Ps” • Be referred to

– Often

– When major decisions are made

– When new marketing vehicles are considered

• Be a doctoral thesis

• Contain terms unfamiliar to all • Only be the ideas of the

business owner

• Only cover one aspect of Mktg. • Be filed away and ignored

Should Shouldn’t

The Seven Ps of Marketing

• Physical Evidence: testimonials, brag book • Process: how you will execute the plan • People: new hires, training

• Product: data sheets, life-cycle • Price: dates for adjustments,

target GMs

• Promotions: launches, direct response campaigns, sales • Placement: channels of distrib.


Stay in Touch with Marketplace

• Conduct simple market research

– with Survey Monkey (

– With Survey Methods ( • Subscribe to magazines in the industry

(e.g. Printwear, Sign & Digital Graphics, Awards & Engraving) • Know with whom you are competing & what they do

• Network locally at Chamber and Business

Association events; become a committee member

• Social media polling questions; news feed posts

• Always remember…It’s not about you. It’s about THE CUSTOMER

What’s My (Tag)Line?

Tricks to Composing a Great Marketing Slogan • ALLITERATION:Jaguar’s “Don’t dream it. Drive it.”

• COINED WORDS: General Electric’s “Ecomagination” • RHYMES:“Don’t just book it. Thomas Cook it.”

• CLEVER PUNS: Moss Security’s “Alarmed? You should be.”

“Weed like to get to mow you”

• HIGH RECALL VALUE: Budweiser’s “This Bud’s for you.” • USE ‘Your’ or ‘You’: “We deliver your crap in a snap.”

• HUMOROUS but tasteful: “Our business stinks, but it’s picking up”

• Shoot for four to eight words, but realize that one or two word taglines may be too short to convey a message accurately

Testimonials and

Word of Mouth Referrals

• Most frequently mentioned

in surveys

• Ideal frequency : every 6 months

• Plan to solicit during slow months or before busy ones

• Framed letters “Portfolio of Fame”

• Scrapbook of photos of satisfied customers

• Third Party coupons on business cards

• Thank youphone calls

Your “Irresistible Offer”

• Only three seconds to capture their attention

• It’s an identity-building offer too good to pass up

• Three essential elements

– High ROI

– A Touchstone: clear, simple, brief, immediate

– Believability

• Three Steps in The Great Formula

– Create the Irresistible Offer – Present it to a thirsty crowd


Describing Your Best

B2B Clients

• Annualized Sales Volume and Avg. GM

• Number of Employees

• Credit Rating (solvency)

• Their Internet Presence

• Position in the Market

• $ Value to You

• Buying Authority

• Product(s) Used

• Type of Business

• Years in Business

• 5-Year “Projected Picture” (future)

• Trade Affiliations

• Ownership of Property, Buildings / Real Estate


Decision Makers

• Age (B-day) • Gender • Family Status • Home Ownership • Car Ownership • Major Purchase Behavior • Education/Major

• Credit Card Use

• Income Level (Career Goals)

• Political Affiliation

• Trade Association

• Lifestyle Traits, Hobbies

• Personal / Professional Needs

• Their Social Media Practices

Know Your Customer

Mackay 66-Question Profile

• Detailed Information about: – The Company

– The Decision Maker

• Personal Background and Education • Family

• Business Background and Career Goals • Reputation and Relationships in the Industry • Special Interests and Lifestyle

– The Relationship between Customer and You

Typical Promotion


• Word of Mouth Referral • Yellow Pages

• Direct Mail

• Val Pak / Money Mailer • Newspaper Ads

• Trade Shows • Open Houses • Billboards • Vehicle Signs

• Radio Spots/Cable TV Ads • Internet Web Page

• Internet Cyber-Coupons • Church Bulletins • School Newsletters • Professional / Civic Organizations • Business Networking

(LinkedIn, Twitter, Facebook)


7 Habits of Highly Effective

Social Networkers

• They listen first

• They give more than they expect to get

• They promote others

• They “mix it up”

• They are interactive

• They are “Goldilocks” Tweeters /Post-ers

• They never “flame” other users

What Not To Do

• Don’t throw all of your

marketing resources into Social Media

• Don’t practice FIRE, Ready, Aim

• Don’t forget to calculate ROI

• Don’t forget sometimes

“More is Less…Less is More”

• Failing to plan is a plan for failure

Would you hire this sales rep?

• Can cover a very large geographic area

• Can be hired at minimal cost

• Is financially troubled

• Has been poorly managed in the past

• Works inefficiently

• Considered somewhat unreliable

Employ Direct Response


Components of an Effective Campaign

• Get the message opened / seen / read

• Be creative

• Be remarkable; memorable

• Be consistent

• Be authentic

• Tell your story to people inclined to believe it.

Live your story.


Employ Direct Response


Components of an Effective Ad

• Clear, telegraphic STORYLINE

• Good VALUE / NEED Satisfied

• OFFERincludes something special

• LOGICAL REASON for the offer…today

• Create a sense of URGENCYto act

• Understandable DIRECTIONSto action

• Re-emphasis of your UNIQUE VALUE PROPOSITION

Words of Wisdom

• You need to identify and develop your own

company’s UniqueValue Proposition • Have as many testimonials from other

customers ready at hand

• Strategically invest your time and money marketing only to those people that you’ve identified as most likely to respond favorably to your product, service, or business

• Take advantage of taglines, social media and other low-cost, high impact marketing • Invest at least 20% of marketing time to

lead generation

Recommended Reading

• All Marketers Are Liars Tell Stories –Seth Godin

• How to Make Big Money in Your Own Small Business –Jeffrey Fox

• Little Black Book of Connections – Jeffrey Gitomer • The Irresistible Offer –Mark Joyner

• Social Boom! How to Master Business Social Media –Jeffrey Gitomer

• The Tipping Point: How Little Things Can Make a Big Difference

– Malcolm Gladwell




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