1. ITMA Marketing Workshop Effective Strategies for Business Development
Casablanca, Morocco
April 25, 2005

2. AGENDA Part One: Setting the Stage Part Two: Strategic Communications
Part Three: Effective Marketing
Part Four: Ensuring Customer Satisfaction
April 25, 2005

3. THE SITUATIONAL ANALYSIS
PART ONE:
SETTING THE STAGE
THE SITUATIONAL ANALYSIS
Allen Miller
WITSA Executive Director

4. THE SITUATIONAL ANALYSIS
Macroenvironment
Market
Competition
Product
SWOT
April 25, 2005

5. THE SITUATIONAL ANALYSIS – Macroenvironmental Situation
Define and analyze:
Economy
Technology
Political/legal
Social/cultural trends – education, lifestyle changes
April 25, 2005

6. THE SITUATIONAL ANALYSIS -
YOUR ICT MARKET
Domestic vs. International Markets
Market characteristics
Market size: ICT spending and growth
Buying-behavior trends
Contracting environment
April 25, 2005

7. THE SITUATIONAL ANALYSIS – Market
How to appropriately identify your target market:
Demographic descriptors – firm information, attributes of individual customers
Geographic descriptors – define trade area
Behavioral descriptors – benefits sought by the customer, usage rates, lifestyle
April 25, 2005

8. THE SITUATIONAL ANALYSIS –
KNOW YOUR CUSTOMER
Develop a customer profile:
Analyze business climate
Commercial sector trends
Government outsourcing trends
Identify primary decision-makers
Know your customer’s customer
April 25, 2005

9. CUSTOMER PROFILE FRAMEWORK
WHO – company, decision-makers, contact information
WHAT – industry and sector, product line
WHEN – product/service delivery and implementation
WHERE – geographical location of company and their customers
WHY – their needs and your added value
HOW – marketing channels that will reach the customer
April 25, 2005

10. THE SITUATIONAL ANALYSIS – Competition
Develop a competitor profile: customer base, products or services, revenues, marketing strategies?
Sources for information: marketing materials, employee and customer networks, news releases, prior knowledge
Continually monitor competitive landscape on a periodic basis
April 25, 2005

11. THE SITUATIONAL ANALYSIS – KNOW WHAT YOU ARE SELLING
Determine and prioritize customer needs
Identify the benefits of your products/services in meeting customer needs
Know where your products/services rank in the competitive landscape
April 25, 2005

12. EXERCISE: SWOT ANALYSIS
Conduct a SWOT analysis that identifies your company’s internal strengths (S) and weaknesses (W) from the perspective of the products/services offered and examines external opportunities (O) and threats(T)
April 25, 2005

13. STRATEGIC COMMUNICATIONS
PART TWO:
STRATEGIC COMMUNICATIONS
Cindy Hwang
WITSA Marketing Director
April 25, 2005

14. COMMUNICATIONS OBJECTIVES – Your Brand
What do you want the customer to know?
What do you want the customer to do as a result of the acquired knowledge?
April 25, 2005

15. MARKETING MIX Specify goals and objectives for the 4Ps:
Product/Service
Place/Distribution
Promotion
Price
April 25, 2005

16. KEY MESSAGES Use clear, concise, and compelling language
Identify your deliverables
State the derived benefits
Be persuasive
April 25, 2005

17. MARKETING TOOLS Identify effective media channels
Newspapers and magazines
Radio
Internet
Identify effective promotional tools
Examples of marketing collateral
April 25, 2005

18. EXAMPLES
April 25, 2005

19. EXAMPLES
April 25, 2005

20. EXAMPLES
April 25, 2005

21. WEBSITE LAYOUT
April 25, 2005

22. EXERCISE: THE ELEVATOR SPEECH
Craft an elevator speech that explains your company, differentiates your products/services from competitors, and showcases your strengths in meeting customer’s needs.
April 25, 2005

23. PART THREE: EFFECTIVE MARKETING
Tom Chesney
Computer Frontiers
April 25, 2005

24. Promoting Your Company
Taking Company Image to Personal Level
Importance of Personal Relationships
Strategic use of Founder/President
Showcasing Talents of Company Team
April 25, 2005

25. Strategic Use of Founder/President
April 25, 2005

26. Showcasing Your Company’s Resources
Identifying Options for Developing Trust While Demonstrating Corporate Assets
Software/Hardware Demonstrations
Visit to Site Installation
Presentations to Reinforce Key Messages
Case Studies
April 25, 2005

27. Creating a Vision Engage the Customer in a dialogue on:
The Customer’s Business Needs
How Company Will Help Meet Customer Needs
Critical Success Factors
Performance Metrics
Competitive Advantages
April 25, 2005

28. ENSURING CUSTOMER SATISFACTION
PART FOUR:
ENSURING CUSTOMER SATISFACTION
April 25, 2005

29. STAFFING CONTINUITY
Plan for maintaining talent on the sales and delivery teams
Prepare for future transition issues
April 25, 2005

30. ONGOING COMMUNICATIONS
Plan for regular communications
One-way and two-way dialogue
Follow-up phone calls or s
Establish an ongoing relationship
April 25, 2005

31. REGULAR PERFORMANCE METRICS
Customer surveys
Feedback
Satisfaction surveys
Evaluation surveys
Cisco’s customer satisfaction survey
April 25, 2005

32. PERFORMANCE METRICS – THE CISCO EXAMPLE
“The Annual Customer Satisfaction Survey is conducted via the Internet and lets us collect feedback from customers worldwide. Results are made available to all Cisco employees to foster quality improvement and to provide a point of reference where we may need to employ resources more productively.”
April 25, 2005

33. TECHNOLOGY REFRESHMENT
Outline plans for introducing new technologies
Thought leadership in deploying in the latest technologies
Smooth conversions from old to new
April 25, 2005

34. Thank You Merci! Allen Miller – amiller@itaa.org
Cindy Hwang –
Tom Chesney –
April 25, 2005