How To Develop a ROLLING Marketing Plan

Transcription

1 How To Develop a ROLLING Marketing Plan The purpose of this PRESENTATION is to Develop a Marketing Mindset. Ron McKenzie FEBRUARY 25 th WEBINAR

2 Ron McKenzie Cal Poly 5 Year Degree in Architecture - Licensed Architect in California for 34 years ABC Approved Peer Group Facilitator & Speaker Facilitator of PDCA Peer Groups Authored - Over 100 business/strategy plans Co-publisher of the BD4AEC.ORG Business Development Ezine

3 Ron McKenzie Speaker at over 75 seminars throughout the U.S. Business Plan seminars in Hong Kong & Paris Author 7 PDCA Management Books 200 published articles / business planning McGraw-Hill: Successful Business Plans for Architects The King and The Moat Contractor column Overcoming Procrastination: A 42 Year Report Who Moved The Sun: A Twin Remembers Self-Publishing vs. Traditional: Pixel or Paper Detective mystery fiction, contemporary fiction

4 Webinar Rules: 1. Concentrate on Listening 2. Record Ideas 3. Make a Growth Commitment

5 There is a lot of overlap in the areas of Strategic, Business and Marketing. Strategic, Business and Marketing Plans

6 The Challenge is to make sense out of marketing so it can be managed. Marketing Plan, Marketing, Company Growth, Blogs, Associations, Marketing Overview, Business Development, Social Media, Proposals, Take Away, Direct Mail, Press Releases, Databases, Strategic Plan, Marketing Plan, Brochures, Premiums, Speeches, Construction Signage, Referrals, Direct Mail, Outside Organizations, Presentation Formats, Social Media, Computer Presentations, Cold Calls, Proposals, Speaking, Meetings, Writing Activities, Networking Events, Trade Shows, Articles, Web Site, Research, Presentations, Testimonial Letters, Incentives, Reference Sheets, Advertising, Project Lists, P/R, Corporate, Identity Programs, Entertaining, Image Surveys, Database Management, Competitive Information, Internet, Business Cards, Stationary, Ground Breakings, Ribbon Cuttings, Building Tours, On Site Inspections, LinkedIn. Leads, Networking, Progress Photos, Brochures, Open House, Board Meetings

7 Ask Yourself This Question: If everyone claims to be on time and on budget, when the prospect asks why they should award the project to your company, what s your answer?

8 The Answer Is: What is your company s strategic advantage?

9 Do You Market Your Strategic Advantage?

10 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

11 What is Marketing? Consider this situation. You are in charge of marketing for a construction company or an architect, and your company is building a project in an industrial park. The city and the park have strict signage rules that say you cannot have any signs on the site. Your goal of course is to let people know that your company has designed the project, or are building it. How do you get a sign on that site?

12 What is Marketing? That s what marketing is all about. It s about getting your message out and solving problems. I have had that same problem several time working in the Chicago area for both architects and designbuilders. At the end of the seminar I will tell you how I did it, and it will illustrate what marketing is all about.

13 Who is Responsible for Marketing? Everyone! Everyone in the company has a duty to marketing. Marketing is everything you do to promote your business. Everything! From how the phone is answered, to what your construction site looks like, to what message you communicate on company trucks.

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15 Another Way to Think of Marketing: Marketing is important because it s how you communicate your strategic advantage to your prospects. Marketing creates a climate of acceptance; it doesn t sell anything, it creates situations where contractors become attractive to specific groups, and, as a result, form business relationships.

16 Remember: In order to grow your business, you must go outside of your network. Marketing keeps your message in front of your existing network so they don t forget you, and gets you in front of new prospects. These prospects are the ones that can grow your business.

17 Why Marketing and Business Planning? To organize one s business. To develop financial strategies and growth plans. To use as a scorecard for evaluating progress against the plan.

18 What is a Rolling Marketing Plan? A Rolling Marketing Plan is part of your business plan It divides your marketing activities into separate categories that are implemented through out the year based upon your plan. The PLAN has Goals and Objectives just like the business plan

19 Executive Summary 5 to 10 Year Vision Supports Strategic Plan Strategic Path Strategic Plan Market Positioning SWOT / Issues Business Plan Conclusion Marketing Plan Strategic Path Figure 1 Strategic, Business and Marketing Planning Model Supports Business Objectives

20 Executive Summary Strategic Plan Strategic Path Market Positioning SWOT / Issues Business Plan Conclusion Marketing Plan Strategic Path Figure 1 Strategic, Business and Marketing Planning Model

21 Planning Strategic planning provides direction for growth. Business planning is what you are going to do THIS YEAR based upon the strategic direction. Marketing planning creates the environment for the sale to occur based upon the business plan which is a reflection of strategy.

22 Challenges... Grow the company Limited marketing budget Limited personnel to do marketing A behind the curve timetable Lots of great marketing ideas A history of successes and failures Everyone s a marketing genius syndrome Implementation roadblocks

23 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

24 Executive Summary 5 to 10 Year Vision Supports Strategic Plan Strategic Path Strategic Plan Market Positioning SWOT / Issues Business Plan Conclusion Marketing Plan Strategic Path Figure 1 Strategic, Business and Marketing Planning Model Supports Business Objectives

25 Three Separate Plans? Strategic Plan Business Plan Marketing Plan OR Strategic Plan Business Plan Marketing Plan A Plan Must Answer These Three Questions:

26 A Plan Must Answer These Three Questions: Who Are We? Where Do We Want to Go? How Do We Get There?

27 Strategic Issues Business Issues Marketing Issues I Executive Summary II Positioning A. Company Summary B. Strategic Statement C. Corporate Vision D. Mission Statement E. Services F. Management Team III Market Characteristics A. Market Analysis B. Competition C. Trends IV Opportunities and Issue Analysis A. SWOT B. Issue Analysis C. Risk Analysis V Goals and Objectives A. Financial Goals and Objective B. Human Resource Objectives C. Marketing Goals and Objectives D. Operation Goals & Objectives E. Technology Goals and Objectives F. Administration Goals and Objectives VI Marketing and Business Development Tactics A. Marketing Strategy B. Marketing Tactics VII Financial Strategies A. History B. Proforma Projections C. Budgets VIII Conclusion Appendix Who Are We? Where Do We Want to Go? How Do We Get There?

28 V Goals and Objectives A. Financial Goals and Objective B. Human Resource Objectives C. Marketing Goals and Objectives D. Operation Goals & Objectives E. Technology Goals and Objectives F. Administration Goals and Objectives VI Marketing and Business Development Tactics A. Marketing Strategy B. Marketing Tactics VII Financial Strategies C. Budgets

29 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

30 Executive Summary 5 to 10 Year Vision Supports Strategic Plan Strategic Path Strategic Plan Market Positioning SWOT / Issues Business Plan Conclusion Marketing Plan Strategic Path Figure 1 Strategic, Business and Marketing Planning Model Supports Business Objectives

31 Planned growth is better then unplanned growth. 1. Growth should be as a result of a... Strategy!

32 Strategy is different with every firm because of people. 2. Two firms will never be the same because of the skill sets of people. If you want to grow, human resources becomes an important issue.

33 3. Strategy must fit the current economic environment. Be prepared to change if you must. The economy is best viewed like a steeplechase.

34 4. Implementation via the business planning process is the key. Monthly checks and balances must become part of your office practice.

35 Profitability is the ultimate measure. 5. Unless you are in for the long haul by buying market share, growth should be profitable.

36 Growth is the Result of Strategy

37 Strategy Drives Business Planning

38 Strategy Drives Marketing

39 Strategy Determines The Services You Market

40 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Take Away 8. Proposals

41 Executive Summary 5 to 10 Year Vision Supports Strategic Plan Strategic Path Strategic Plan Market Positioning SWOT / Issues Business Plan Conclusion Marketing Plan Strategic Path Figure 1 Strategic, Business and Marketing Planning Model Supports Business Objectives

42 YOUR PROSPECTS YOUR MARKETING

43 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

44 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

45 Strategy Drives Marketing

46 G CONTRACTS MARKETING Ribbon Cutting Social Media Progress Photo's Rolling Marketing Plan Testimonials One-Year Follow-Up Fact Sheets/Reprints Photos/Web Site Building Tours PROJECTS Press Release/Internet Social Media Construction Signage Ground Breaking Site Mobilization MARKETING LEVERAGED MARKETING CONTRACTS Direct Mail/Postcards Infrastructure Development Networking/Associations Leads Articles/Blogs Social Media Telemarketing Internet Site RFP'S / BIDS Competitive Analysis Pricing Strategy Preliminary Bidding Budget Pricing Proposal Short List / Interviews

47 Marketing Tools Brochures Construction Signage Direct Mail Presentation Formats Computer Presentations Proposals Networking Events Articles / Blogs Testimonial Letters Reference Sheets Project Lists Corporate Identity Programs Image Surveys Competitive Information Business Cards, Stationary Premiums Referrals Outside Organizations Social Media Cold Calls Speaking and Writing Activities Trade Shows Research Incentives Advertising P/R Entertaining Database management Internet Web Site Marketing Communication Material

48 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

49 Do you market to Your Influencers? Influencers (Allies) are people who can influence someone using your services. They represent the largest portion of your database.

50 Relationship Building PROSPECTS Clients Bankers Consultants Accountants Architects Lawyers Sub-contractors & Vendors Media and Press YOUR COMPANY 50

51 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

52 Do you market to Prospects and Clients? A Prospect is someone with a problem you can solve. They might be a client. Clients are existing relationships where you have solved their problem and can bring you more work, and/or influence someone using your services.

53 Relationship Building ALLIES PROSPECTS CLIENTS INFLUENCERS The people that you know in construction are often the same people that your prospect knows, and these people can often influence a buying decision. Your Company Where Everyone Markets 53

54 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

55 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

56 What is the Difference Between Business Development and Marketing?

57 Marketing

58 Marketing

59 Business Development

60 Business Development Marketing CREATES the environment for the sale to occur.

61 Business Development Business Development goes out and gets the sale.

62 Business Development is a The Balancing Act

63 BUSINESS TO BUSINESS Business Development The Balancing Act CLIENTS & PROSPECTS COMMUNITY & REGION INDUSTRY AT LARGE

64 Business Development The BIG Question? How can you find out about an opportunity before your competitor does?

65 Business Development The answer is the business development process where relationships are developed along with a network of contacts and opportunities.

66 What is the difference between BD and Marketing? The difference between BD and Marketing is that marketing deals with activities such as database development, press releases, advertising, and collateral materials; whereas, BD deals with relationships and sales opportunities. 66

67 Business Development Critical Issues Knowledge Information Gathering Forecasting Networks Critical Issues Circle of Influence Time Investment Consistency Strategy Development Brand Development HR Development Communication Relationships Company Wide 67

68 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

69 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

70 How Marketing Has Changed

71 THE EVENT Ties It all Together

72 Federal Comm. Industrial Attorneys Subs Engineers CPA s INFLUENCERS CM s (Allies) Articles YOUR PROSPECTS PR White Papers YOUR MARKETING LinkedIn, Facebook, Tweets, Blogs PROPOSALS WIN Shows LOSE Principals BUSINESS Development Relationships Existing Clients Bus Dev Office Visits Shows

73 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

74 Proposal Principles The Pre-Qualification Process--Green Light Means Go! The Plan of Attack- Discovering the Key Issues/Concerns/Goals The Project Summary Brochure Proposal Serves As an Outline for Your Presentation 74

75 Prequalification Process Perform Due Diligence Marketing Intelligence Reconnaissance Understand Your Position and Your Probability of Success 75

76 Green Light Means GO! Organize and Assemble the Right Team a Champion Delegate the RFP Sections or the Proposal Parts Set Realistic Deadlines, Keep Communication Free Flowing, Adjust As Necessary Get Quality Phone and Face Time With All Players, Especially the Owner Champion Needs to Motivate, Be Enthused and Competitive in Strategic Approach 76

77 Discovering the KEY Concerns/Goals The Hot Five--Flush Out and Really Understand Owner s Perspective/philosophy Outmaneuver the Competition by Listening and Acting Upon What You Hear Why You? Sell Your Price Throughout Proposal Outline for Project Brochure Ask for the ORDER 77

78 Proposal Outline for Your Presentation Focus on Owner, Not YOU Focus on Their Key Issues Focus on Their Project Specifics Focus on Selling Value Focus on more than On-Time and On-Budget Focus on Practice, Role-play, Q&A, Comfortable, Engaging Delivery 78

79 7 Topics of Discussion 1. What is Marketing 2. Marketing Plan 3. Growth 4. Marketing Overview 5. Business Development 6. Social Media 7. Proposals 8. Take Away

80 What is Your Take Away?

81 Summary Use planning methodology as a tool to manage your future. The business plan is a management tools, not a report sitting on a shelf. There is a difference between strategic planning, business planning and marketing planning, but they do all work together.

82 Tips Market your company to your allies, prospects and clients. Address strategy & develop tactics Assign goals and objectives to your executive team and track the progress Keep an eye of the competition Watch the economy

83 What is Marketing? Here is the answer to the question as to how to get a sign on the CONSTRUCTION SITE when the authorities say no.

84 What is Marketing? Go to your insurance carrier and explain there is a safety issue with trucks moving in and out and you need construction signage as a safety precaution. They write a letter an you take it to the authority in charge, and you will get the sign.

85 What do you do if your company does not Plan? Develop your own marketing plan. Start to develop all the components. Even if it s four to seven pages, it s better then not having a plan Add on to each year. Tell others you develop a plan and refer to it in meetings.

86 It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptive to change.

87 McKenzie s Marketing Rules 1. Plan your planning. November 15 to December 15 every year. (Fiscal year) 2. Plan must have a budget. 3. Cash flow is King. When the cash problem is solved, everything falls into place. 4. Target a niche market. Become the expert. 5. Plan must match resources. 6. Get your company name in front of your target market a minimum of once each month. 7. Use testimonials. 8. Focus your marketing on solving problems. 9. Learn the value of the compounding dollar, and manage your cash resources. 10. Hire a really nice consultant with a sense of humor.

88 Planning Logic Questions?