1. Welcome to How to Build Your Business and Win Clients Session 2 Marketing Approaches That Work for You Presented By: Ken Hablow KH Graphics

2. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com To Really Command Attention… How you Present Your Company is as Important as What You Have to Present

3. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Today’s Agenda  Marketing Concepts Tactical Strategic Image  Personal Marketing Getting Published Speaking Networking Alliances  Print & Media Corporate ID Collateral material Publications  Internet & Electronic E-Zine Web Site Email

4. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Function Process  Market Research  Direct Marketing  Online Marketing  Trade Shows  Public Relations  Collateral Material  Advertising  Lead Management  Measurement  Direct Mail, Print  Seminars  Digital Email, Web site, Banner Ads, Links  Case Studies, White Papers  Speaking  Database Management

5. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Tactical Marketing  Define your USP  Identify your market  Generate marketing ideas  Plan your concept development  Forecast your financial analysis  Create a corporate ID  Prepare your market entry strategy  Listen

6. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Make marketing decisions that:  Satisfy your target customers’ needs  Help them achieve their organizational goals and objectives

7. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Strategic Marketing  Understand emerging business trends  Define your value-based market  Create a focus  Plot your organizational development  DO competitive analysis  Develop communication & collateral materials  Talk to the decision maker

8. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Strategic Planning  Be aware of industry and economic changes  Understand buyer’s pain  Know your client’s buy cycle  Analyze business problems to better formulate marketing strategy  Research client’s needs

9. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Reasons People Buy  Need  Desire  Emotion  Security  Integrity  Quality  Service  Value  Price What to look for What they want

10. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com What’s Out – What’s In  Quick  Fast  Rapid  Out of the box  Paradigm shifting  First to market  Cutting Edge  Adaptive  Reliable  Consistent  Value  Risk reduction  Sustained profitability Out In

11. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Plan For Action  Plan for the Decision Maker Do not waste time on someone who has no authority to buy.  Limit Your Message Leave the prospect a reason to ask questions.  Include a Call To Action A sk for the order or you will never get it.  Include an Incentive When necessary, entice a response

12. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Image Marketing  Know your key differentiators  Stick to your Position Statement  Create perceived value in your marketing  Project your problem solving features  Stay focused  Build value over time

13. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Perceived Value Your perceived value to a prospective client is enhanced by the quality of the image you project. Consistency of follow-up, performance and presentation; all work to project a well focused and organized business.

14. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Personal Marketing  Get published  Create speaking engagements  Network  Build alliances  Be verbal — Communicate!

15. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Communications  Plan for your client’s needs  Create a biography – not a resume  Use problem/solution – not features/benefits  Gather testimonials  Do not sell, let the client buy  Plan to integrate print and electronic

16. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com “New Marketing” “In a skeptical, media-saturated age, it isn't enough to get the consumer's attention or approval; companies with a product to sell need to gain the consumer's complicity in the marketing process. To that end, marketers must emphasize passion, authenticity and honesty, and de-emphasize hype, intrusion and image.”

17. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Print/Media/Direct Marketing  Corporate ID – business card, letterhead, etc.  Collateral material – brochures, flyers, etc.  Newsletter – consistent, professional  Media advertising – trade journals, newsletters  White papers – published, handouts, mailers  Direct mail – letters, postcards, thank you notes

18. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com First Impressions Good design is the placement of various elements on a page so as to attract the viewer's attention to the main theme of the document. The best design projects a definitive image that captures the reader's attention.

19. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com More Image Branding

20. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com A Complete package… creates a great image.

21. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Address the Problem

22. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Talk to The Pain Problem

23. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Organize Your Message Solution Call to Action Why Who What

24. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Electronic/Internet  E-mail  E-zine  Web site  Electronic alliances  Database Web sites

25. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com HTML E-Zine Text E-Zine

26. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com New! SPC E-Zine

27. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Web Corporate Image The image and message of a corporate Web site are vital parts of an organization's marketing strategy, Writing for the Web poses unique technical and communication challenges. You must analyze the audience needs and interest levels, develop the information architecture to meet those needs, and write in a style appropriate for the audience and the medium.

28. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Web Sites That Work2

29. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Web Sites That Work

30. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com One Page Says It All

31. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com The 10 Second Rule

32. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com By The Numbers  Printed Materials — 5-10 seconds to make an impression  Print Ad — 5% of buying decisions are made at the headline  E-Mail — 1-2 seconds to look at the subject line.  Web site — 10-15 seconds on the opening page  Sales Presentation — the sale is made or lost in the first 5 minutes  Personal Contacts — 5-6 contacts to make a sale

33. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com For an Effective Marketing Plan,  your goals and objectives,  your market audience,  the sales channels,  The client’s “pain,”  the solution you provide,  your value proposition,  the sales cycle,  how to present your story, Know…  When to ask for the order!

34. How to Build Your Business & Win Clients November 19, 2001Ken Hablow www.khgraphics.com Because you never get a second chance to make a first impression… www.khgraphics.com khablow@khgraphics.com Articles on the Web site: The New Paradigm: Back To Basics 2001 - A Marketing Odyssey Writing to be Read