Marketing Overview People & Process

Transcription

1 SMPS P2W Prepare to Win Marketing Boot Camp 3-WEEK SERIES, EVERY WEDNESDAY Session 1 March 7: Marketing Overview People & Process Session 2 March 14: Marketing Plans Your Road Map Session 3 March 21: Marketing Deliverables Proposals & Interviews that Win SMPS P2W Prepare to Win Marketing Boot Camp 3-WEEK SERIES, EVERY WEDNESDAY SESSION 1 Marketing Overview: People and Process Bill Strong, FSMPS, CPSM, Bill Strong Consulting 1

2 WHO S HERE Getting comments 2

3 Agenda Opening and Introduction Marketing and Business Development Business Development Process Career Path Training Technical Staff Whole Firm Marketing Systems, Software, Solutions Top Ten List Close Do what the principals want, their way, even though they may not know what they want, when they want it, or how they want it. 3

4 where do you FIT Marketing: All done to promote and position the firm & people Business Development: All that happens before and after contact with a client Marketing & BD Continuum Planning Strategy Research Maintenance Evaluation Once you get Marketing into your client s cycle, you never want Sales to get out. Negotiation Promotion Proposal Interview 4

5 Sales (BD) Process Prospecting Identify right clients Cultivating Building strong relationships Positioning Demonstrating value Closing Compelling submittal where do leads come from Current/past clients Referrals On the job leads Consultants/Contractors Targeted pursuits Top lists Published leads Networks Client organizations Trade organizations Community service Personal 5

6 Marketing + Sales A singular goal: To increase business to sustain the health and wealth of our firm and its people Career Path Roles & Responsibilities 6

7 C-Suite Director Support MARKETING ASSISTANT 7

8 MARKETING COORDINATOR MARKETING MANAGER 8

9 MARKETING SPECIALIST MARKETING COMMUNICATIONS SPECIALIST 9

10 MARKETING GRAPHICS SPECIALIST MARKETING PROPOSAL SPECIALIST 10

11 MARKETING DIRECTOR BUSINESS DEVELOPER 11

12 CHIEF MARKETING OFFICER 12

13 MARKETING CONSULTANT Whole Firm Marketing 13

14 Marketing is Everybody s Business When there s an important marketing job to do, Everybody is sure Somebody will do it. Anybody can do it, but Nobody does. Somebody gets upset about it and says, Marketing is Everybody s Business! Now Everybody blames Somebody because Nobody does what Anybody could be doing. THE LINK Between Marketing & Operations Cost 5 x more to get a new client Keeping existing clients is less Clients hire individuals & fire firms 14

15 Why firm s LOSE Clients Indifference Cancelled Other Price Dissatisfaction Dissatisfied technical staff skills needed Change their mindset Communication skills Business development basics Lead finding Warm vs. cold calls Networking 15

16 technical staff skills needed METHODOLOGY Casual training & brown bags Ride alongs 1 on 1 s Role playing Toastmasters or consultant Coaching technical staff skills needed CLIENT CARE Communicate clearly Inform problems early Present solutions quickly Pay attention to issues Return calls promptly Advocate for client 16

17 whole firm marketing EVERYBODY Client & market research Participate in events & sponsorships Update resume & document projects Suggest items for PR or speaking Network with friends and family Bring leads to marketing Like or follow your firm on SoMe Practice continuous client care whole firm marketing ANYBODY Invite clients to office or a project tour Participate in professional organizations Volunteer for firm trade shows Proactively meet with influencers Be the client at firm interview preps Go on ride alongs Post or tweet on SoMe 17

18 ALMOST 3/7/2018 whole firm marketing SOMEBODY Make warm calls Attend pre-proposal meetings Meet with prospects Write proposals & attend interviews Join a client organization committee Present at a conference Write articles, blogs & white papers Submit for design/trade awards whole firm marketing NOBODY DOESTHIS Ask client How are we doing? Ask client for a referral or lead Celebrate clients success Send thank you notes Check-in between projects Join with clients for PR efforts Make cold calls Research diverse market sectors 18

19 whole firm marketing What else Marketing Systems, Software, Solutions 19

20 MIRL setup 1. Business Development 2. Communications 3. Graphics 4. Marketing Resources 5. Personnel 6. Projects 7. Public Relations MIRL historical Clients and prospects Projects Personnel Proposals Photography Awards Presentations Seminars Press clippings Analytics 20

21 MIRL strategic Collateral Editorial calendars Conferences / trade shows Speaking opportunities Consultants Vendors Trend research MARKETING BOILERPLATE 21

22 marketing SOFTWARE Enterprise-wide database CRM Vision Newforma Sharepoint Digital asset management Outlook Excel Custom Questions & Answers 22

23 Bill s TOP 10 LIST 1. Identify your strengths and weaknesses 2. Skill up 3. Meet with your boss and develop expectations for your role 4. Check in often 5. Find an advocate and mentor 23

24 6. Build your network 7. Look for efficiency improvements to systems and processes 8. Become your firm s CIA 9. Report results 10. Toot your own horn! what are you going to do differently? 24

25 SMPS P2W Prepare to Win Marketing Boot Camp 3-WEEK SERIES, EVERY WEDNESDAY Session 1 March 7: Marketing Overview People & Process Session 2 March 14: Marketing Plans Your Road Map Session 3 March 21: Marketing Deliverables Proposals & Interviews that Win 25