Discover how to align your marketing and business goals. This is a great process to Discover hidden stories about your business!
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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
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
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
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
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
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
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
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