Herradura, Costa Rica WELCOMES YOU TO

Reminders The 5 Laws that determine all of Life’s Outcomes Look for your transfer information RSPA Certification Closing Luncheon – Port Couchere

Brett Harward Featured Speaker Day 3

Welcome Marketing

Purpose Learn at least 3 new strategies to market your product or service.

Objectives of Marketing  Build awareness and brand identity of the organization  Create sales opportunities  Create intrinsic value in the brand (Exit Strategy)  Position and communicate the value a company provides to the marketplace.  Set the standard for product and service delivery for operations  Create price elasticity

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” Sun Tzu, The Art of War

Marketing Hurdles Low Trust Global Competition No Middle Class

Establish Trust Social Proof Remove Risk Make clear agreements (And keep them)

Secondary Conversations In Marketing and Sales Primary Conversation – What’s being said Secondary Conversation – What’s being thought

Buying Process Awareness Search for Information Evaluate Alternatives Make Purchase Decision Evaluate Purchase Marketing Sales Operations

Developing a Company Brand LookFeel ColorsTone Use of ShapesImages Fonts/Font SizeCopy Placement of Text and Images (layout) Logos, Trademarks MessagesStandards Tag Line Placement Word of emphasis Mediums Distinguishing featuresTake Aways Market position The Code of the West Ride for the brand

Curse of Knowledge  Knowing too much most often interferes with your message  Simple  Memorable  Concrete

Tell people the information they want to hear, not what they expect you to say for your own preservation Perfection in copy and messaging is achieved not when there’s nothing left to add, but when there’s nothing left that can be removed.

Copy Writing Mistakes 1.Say too much 2.Focus on the obvious or expected 3.Too technical 4.No clear theme 5.Commoditize (sound like everyone else) 6.Not concrete 7.Focus on what they do not why 8.Confusing call to action

4 tips for writing great copy 1Simplify – Short sentences, single message, bullet points. Decommoditize. 1Chunk it down. Separate clear thoughts. 2Benefit, Benefit, Benefit 3Eliminate Risk

Designing a Marketing Piece 1.What action are you looking for from someone who responds to this marketing piece? (visit website, call, visit location, none – awareness only) 2.Who exactly is the target market for my marketing piece? 3.What words would they use to describe the problem, need, or want that you solve? 4.What is the copy that would support those words, wants and needs. 5.What are the graphics and images that would support the messaging, copy and target Market.

“All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.” Al Ries and Jack Trout

Active vs Passive Active – Customers Looking for you. Know they have a need are are actively looking to fill their need. Passive – Customers who have a need, but aren’t looking. Either they don’t see the need right now, or they have considerations that prevent them from seeing how to solve their need right now.

3 Ways to DECOMMODITIZE your business 1Positioning (marketing segmentation) 1Timing 2Placement

Positioning 7 up Crest Southwest Airlines Volvo Triangle C Dude Ranch – Best Teen Vacation on the Planet Your Favorite Dry Cleaner Pizza Places Car Dealerships

Targeted Marketing Qualified Lists  Customers  Behavior Based Lists (Selecting groups of people based on highly targeted behaviors)  Self Selected Lists  Affiliates  Alliances

CRM Thank Invite Educate Survey Remind Ask Cross Sell Reward

Sales Process 1.Status 2.Issues 3.Value (quantifiable measurement) 4.Solutions 1.Historical (past) a)“Have you” b)“What did you Like” c)“What did you disliked” 2.Situational (Now) a)“Do You” b)“Are You” 3.Potential, wants, dream, probable, Possible (Future) a)“Would you” b)“Will you”