Making Personal and Corporate Marketing and Advertising Really Pay
Making Personal and Corporate Marketing and Advertising Really Pay (Set 2 of 3)
Making Advertising and Marketing budgets really pay is much more difficult and challenging in a small to medium size business than in a large corporation or organisation that has a Marketing and Advertising Department and Advertising Agency to assist.
This program follows Bill Gibson’s Marketing From The Inside Out Model. The program is not only effective for those who pro-actively sell, it is especially helpful to retailers and those in businesses where customers come to their location, office, store or outlet.
Topics Include:
– Developing a Winning Marketing Attitude within your people
– Giving & creating Super Service
– Implementing the 5 Keys to Profitable Marketing & Advertising – 1) Positioning 2) Strategy 3) Creative 4) Frequency 5) Reach
– Picking the Right Advertising and Marketing Budgeting Processes for Your Business & Advertising Tracking
– Creating Powerful “on-site”, “in-office” Marketing Tools and Tactics
– Creating Results Orientated Advertising Copy
– Outperforming the Competition with Commando Marketing
– Developing and Utilising Personal and Corporate Marketing Tools
– Capitalising on Networking, “How To” Seminars and Trade Show Marketing
– Effective Corporate Citizenship Programs
– Implementing a Permission Based Direct Marketing Program
– Launching an Effective “Be Seen” Program into Your Target Market Community
Modular Breakdown:
Marketing Your Business From The Inside-Out – Module 1
Part 1
• Introduction To The Inside-Out Approach
• The Importance of Customer Care From The Inside Out
• Why People Don’t Come Back
• The Dot
• The People Who Handle The Traffic
• Relationship Marketing (Building) Model
• Handling Complaints and Problems
• The GAP Model – The difference between good and exceptional Customer Care
• Expectations of Customers
• Customer Care Zones of Satisfaction
• The 1-11-5 Principle
Marketing Your Business From The Inside-Out – Module 2
Part 2
• A Real Life Inside-Out Story – Dunsmuir Shell Super Service
• Super Team – Super Attitude Tips – Management & Staff
• Attitudinal & Face To Face Marketing
– Name Tag Power
– Personalised Business Cards
– Official Ambassador Cards
– Smile – Are You Happy
– Professional But Have Fun
– Remember And Use Names
– Personalise Service & Offerings
– Extra Care – Special Groups
– Alert – “Slow Periods”
– Quick Response / Chin Up
– Positive Surprises / Positive Memories
– Reduce Psychic Pollution
– “Whatever It Takes” Attitude
– Joe Kotow’s Cemetery Story
– Team Code of Commitment
– Shop Your Business – Incentives
– Incentives & Offers – “Permission To Contact”
– Mini Tune-up
– Desk Guide Back-Up
– Recognition Power
– Advancement Attitude
– Trophy Thanks
– Seminar Payoff
– Know Thyself
– Ask The Real Professionals
– Make Downtime Profitable
– Keep The Round Going
– Everybody Sells
– Sell What They Want
– Mystery Selling
– Utilise Spotters
– Powerful Positive Language
– Lead Awareness
– Lead Handling
– The Boss Has The Last Say
– Wise Choice
– Focus Selling
– Buy Right To Sell Right
– Priority Profits
– Quick Action Pick-Up
– Collecting The Money
– Conduct Group Brain Storming
– Telephone Handling Tips
– Pointers On Handling Complaints
– 5 Keys To Profitable Marketing & Advertising
– R.O.I. (Return On Investment)
– Possible Criteria “Selling To Individuals”
– Possible Criteria “Selling To Businesses & Organisations
– Possible Criteria “Identifying Referral Sources”
On-site / In-office Marketing – Module 3
(Environmental Marketing)
• Environmental Marketing
• Sense Sational
• 747 Boarding
• Montage of Photographs
• Pictures Are Priceless
• Testimonials / Awards / Recognitions
• The Silent Salesperson
• Blackboard / Whiteboard Selling
• Sign The Way
• Banners / Action – Stop The Traffic
• Open For Business
• Utilise “Hot Spots”
• Glossary Of Terms
• Educate The Customer
• Packaging And Grouping
• Match Selling / Combination Selling
• Add-On Attraction
• Add-On Shopping / Purchasing List
• By The Way Selling
• Up-Selling
• Full Page Mileage
• Your Own Radio / T.V. Station
• Video, CD, DVD
• Innovative Attention Getter
• Mannequins At Work
• Cars Move Over
• Ethnic Service
• Pre Promotion Visuals
• Themes & Special Times of The Year
• Pre Promotion Preparation
• Advertising Specialities At Work
• Permission To Contact Offer
Personal & Independent Business Marketing Tools – Module 4
(Environmental Marketing)
• Introduction
• Personal & Independent Business Marketing Tools
• The Personal Marketing Brochure / CV
• Unique Business Cards
• Unique Fax Sheet or e-mail
• Fax Sheet / e-mail Summary
• Personal and Corporate Post Cards, Post Card Type e-mails, Faxes and SMS’s
• Trophies
• Certificates / Awards
• Calendars
• Unique Gifts
Your “Be Seen” Program – Part 1 – Module 5
• Introduction
• Publish Your Own Newsletter
• Publish Your Own Newspaper
• Writing A Newsletter or Publishing Your Own Newspaper “Check List”
• Writing And Submitting Articles
• The Actual Writing & Submitting of Articles
• Story In The News
• Personal “Newsworthy” Approach
• Immediate Releases
Your “Be Seen” Program – Part 2 – Module 6
• Introduction
• Writing & Publishing Your Own Publication or Books
• Capitalizing on Strategic Alliances & Key Influence “Be Seen” Program
• Being A Status Spokesperson
• Personal Awards / Community Recognition
• Becoming a “How To” Expert and Speaker
Extended Personal Marketing – Part 1 – Module 7
• Introduction
• VIP Functions
• Build An Event Board
• Lunches and Special Invitations – As An Event
• Company Sponsorships & Utilise Sponsorships
• Other Relationship Building Tools / Tips / Ideas
• Extra Effort
• Seminars and Workshops
Extended Personal Marketing – Part 2 – Module 8
• Introduction
• Networking – “Leveraging Time and Energy”
• Networking Guide for Business People
• Trade Shows
• South African Examples
• Corporate Citizenship
• The Ultimate Corporate Citizenship Program
• The 16 Criteria of Success For Corporate Citizenship Programs
• Ultimate Corporate Citizenship Program Checklist
Permission Based Marketing – Module 9
• Introduction
• Frequency Works
• Frequency & Reach
• Frequency In Selling
• The 5 Relationship Development Stages
• Frequency and The 5 Stages of Relationship Development
• Time and Genuine Assistance “Relationship Building Model”
• The Need For Frequency of Contact Lowers With Time
• Trust
• Market Share or Wallet Share
• Permission Based Marketing Benefits
• The Tools of Permission Based Marketing
• The Primary Tools
• The Secondary Tools of Data Base Selling
• The Other Tools
• Putting Permission Based Marketing “To Work”
• Pending File
• Final Suggestion
• Internet Personal Marketing
• The Internet –Tips and Benefits
Media Marketing – Part 1 – Module 10
• Introduction
• Why Advertise?
• Advertising Budgeting Methods
– Ineffective Budgeting Methods
– Effective Budgeting Methods
– Respect Fore Your Advertising Rands
– The Message Is The Medium
Media Marketing – Part 2 – Module 11
• Introduction
• Arrow The Way
• City Wide Coupon
• The Bigger The Better
• The Envelope Medium
• Poster Up, Poster Down, Poster All Around The Town
• Idle Time
• Queue Advertising
• Cross Marketing / Cross Selling
• Low Cost Targeting / Low Cost Events
• Test For Success
• We’ll Have Two Forks Please!
• Heavy Up At The Start
• Lead … Don’t Follow
Media Marketing – Part 3 – Module 12
• Introduction
• Radio Advertising Strengths & Benefits
• Radio Advertising Tips
• Colour Makes The Difference
• Magazine Advertising Strengths & Benefits
• Magazine Advertising Tips
• Newspaper Advertising Strengths and Benefits
• Newspaper Advertising Tips
• Creative Classified Small Ads
• Tell More And Sell More
• Television Advertising Strengths & Benefits
• Television Advertising Tips
• Outdoor Advertising Strengths & Benefits
• Advertising Tracking
• Promotions