Top Marketing Strategies To Grow Your Business In 2017

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2 Top Marketing Strategies To Grow Your Business In 2017 Step 1 In A Year Long Project HARDI ROCS December, 2016 Presented by: Site-Seeker Inc.

3 Agenda About the project Myths & Misperceptions - The Book ROC Principle Buyer Personas Marketing Plans What s Next How You Can Get Involved

4 The Project - HARDI ROCS Goal: Help HARDI members grow through the definition and implementation of a best-in-class marketing program Determine which marketing tactics and technologies work best today Create a marketing roadmap for use by distributors Provide templates and other resources to get you started

5 Roles HARDI & HARDI s Marketing Committee Champion and support Project guidance Encourage member support HARDI Membership Provide insight Participate in interviews, surveys, etc. Site-Seeker Research, data analysis, solution and tool development

6 Background

7 ROC - A Strategic Marketing Approach 3 elements of a successful marketing program Roadmap Ongoing online effort Customer centric

8 ROC (R = Roadmap) Roadmap is both the process of developing a plan, and the plan itself. Typically, an engagement includes: Establish performance baseline Situational analysis Competitive analysis

9 ROC (R = Roadmap) Roadmap - Establish baseline continued In-depth audit - own (distributor/manufacturer) and contractor Buyer persona development Marketing Plan

10 ROC (O = Ongoing)

11 ROC (C = Customer Centric) Buying Process ID need Search Evaluate Purchase Re-evaluate NOW Lead Engage Propose Negotiate Win Resell Selling Process

12 Personas

13 Multiple Personas Involved Buying Process Perform Establish Evaluate Buy Research Buying Vendors Criteria Specs Cost Technical contacts... Terms and conditions Quote Delivery time...

14 Align Website With Persona Needs Corporate 10) Community GOAL: Keep visitors on your site, reading content and viewing pages Sales 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier HR 7) Employee 8) Applicant 9) Partner

15 Persona Template - Distributor Owner

16 Example Buyer Persona A full write-up, of: Name Background/demogra phics Characteristics Common objections Marketing message Tools and platforms Goals and needs Quotes

17 Oscar the Owner Operator Characteristics/Traits Service Technician Reliant on distributors Mechanically technical Communication modes Specialty skills Face-to-face Not business savvy Phone 99% male Fax Baby boomer - Early Gen Xer Mail Loyal Set in his ways Mobile devices = reactive Hard working - overworked

18 Oscar the Owner Operator Oscar s Goals Perform good work quickly Time = $$ Satisfied customers Brand = reputation Oscar s Challenges Running their business Growing their business Staying current Our goals Support, supplement & grow Provide customer service Speed of service Job costing In-stock inventory Marketing support Problem resolution Increase share of wallet Decrease cost of sale

19 Our goals Oscar the Owner Operator We ve hit hard talking about why they need a website, the importance of reviews, call tracking, call recording, lead follow-up, etc.. It s been a long process I was not popular when I told our dealers they had to have a website to participate in our supplier s factory authorized dealer program. The smart distributor will pick out the progressive guys they can help and grow into bigger producers and build a fence around them and help them grow.

20 Marketing Plan 7 key elements in a SIMPLE marketing plan! 1. Situational Analysis 2. Goals 3. SWOT 4. Strategies 5. Tactics 6. Evaluation 7. Budget

21 What s in a Marketing Plan? Details Include Target Markets Competition Existing programs Results/success to date Situational Analysis Presents information regarding the organization s current situation with respect to the marketing environment, the current target market(s), and the firm s existing marketing objectives and performance.

22 What s in a Marketing Plan? Goals & Objectives The development of goals and objectives is driven by the situational analysis, SWOT and overall corporate objectives. For each objective, a specific, measurable outcome and time frame should be stated. Details Include New product launch (timing, volume of units) New market penetration (location opening, timing) KPI s (sales results, revenue growth, profitability)

23 What s in a Marketing Plan? SWOT Advantages, limitations, favorable conditions and barriers are the real factors that should be uncovered in a SWOT analysis. Details Include Strengths - Competitive advantages Weaknesses - Competition, liabilities Opportunities - Trends, market or economic factors Threats - Industry restrictions, compliance

24 What s in a Marketing Plan? Strategies Overarching marketing concepts the company will focus its tactics around Details include Target markets Mature, emerging etc. New product marketing Marketing mix Traditional (Print, TV, Trade shows) Digital (Web, Social, , Other)

25 What s in a Marketing Plan? Tactics The individual events and actions that, together, combine towards being the fundamental marketing initiatives Details include Build a website with full e-commerce integration Engage in social and PPC to target new customers Create a content marketing campaign including and lead nurturing to move prospects to buy SEO and conversion optimization Print and TV advertising, Trade Show & events

26 Example Timeline

27 What s in a Marketing Plan? Evaluation How the marketing machine will be evaluated to prove its worth? If it can t be measured, it can t be managed! Details Include Performance standards and results How will it be measured? Market share? Sales results? ROI? Tools and software? CRM-Leads? Google Analytics? Other?

28 What s in a Marketing Plan? Budget/Resources What does the marketing organization look like, and what resources is it given to operate/execute along the suggested timeframe? Details include: Responsibility and decision making by personnel Specific activities tied to budgetary guidelines Implementation plan and deadlines

29 What Should Your Budget Be? Fluctuates with economy & company size Labor, advertising, software, training CMO Survey August 2016 & 2013

30 Marketing Spend Winners & Losers CMO Survey August

31 Marketing Spend Winners & Losers

32 Marketing Budget Reference Material CMO Survey August nsights-aug-2016.pdf CMO Survey February sights-feb-2015_compressed.pdf Marketing Charts ment/strongviewselligent-2016-marketing-budget-plans-by-program-jan2016/

33 Marketing Resources Marketing Specialist - Basic Requirements BS in marketing & 5 years digital experience Data/process project management history Accountable to success metrics Budget management Experience: CRM, CMS, SEO, PPC, lead nurturing, marketing, design, html, personas, analytics, social media, list management, Mac & PC Experience, a/b testing, writing,...

34 What s Next Interviews Surveys Resources Blog posts both on the HARDI site and Site-Seeker Marketing templates Best practices Infographics Videos And sharing of our findings at the Marketing & Sales Conference in September

35 How Can You Help? Get involved! We d like to talk with you Distributors Manufacturers Contractors Industry experts This can t be successful without you

36 While You re At The Conference Go to this page NOW Or stop by booth # 203 Take this survey Fill out the form Bookmark this page You ll receive Results as they develop Access to all content Win an Amazon Echo!

37 Thank You Eddie Bluff, VP Key Accounts & Co-Founder Matt Ford, President Brian Bluff, CEO & Co-Founder Melinda Aiken, Digital Marketing Specialist