workshop: align your marketing & business goals

#HIGHROCKWORKSHOPS @HighRocKSTUDIOS

ALIGNING YOUR MARKETING GOALS & BUSINESS GOALS

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v8:30 am: Registration9:00 - 9:45 am: Workshop 9:45 - 10:00 am: Q&A in Theater10:00 - 11:00 am: One on One Q&A in the Lobby

WIFI: Waynesboro Theater Guest Pass: leftbrain101


ALIGNING YOUR

MARKETING & BUSINESS GOALS


WHO AM I?• I Was a Client

• Digital Marketing since 2005

• Self Taught…Because I had too

• Love What I Do…(it’s my WHY)

• Enjoy Cooking, Reading, Learning, Working Out & Being Outdoors

• Family & Friends Make Me Whole


WHAT DO YOU NEED?• a new Website?

• better Social Media presence?

• SEO / SEM?

• a new Logo?

• new Print Collateral?

• a new Brand?


DIGITAL MARKETING• Websites. desktop and mobile devices • Social Media. Facebook, YouTube, Instagram,

Pinterest, etc. • SEO. Search Engine Optimization (free) • SEM. Search Engine Marketing (paid) • Blogging. creating relevant content • E-Mail. weekly, monthly, quarterly campaigns


TRADITIONAL MARKETING

• Radio. commercials and event sponsorship • Television. commercials and infomercials • Billboards. outdoor advertising • Print. brochures, mailers and flyers • Publications. magazines and newspaper • Trade Shows. industry specific events ($)


OTHER DEMANDS• Employees. team members and stakeholders

• Customers. making sure they are taken care of • Vendors. making sure you have the goods • Competitors. keeping track of the competition • Strategic Partnerships. building symbiotic

relationships • Deadlines. something is always pressing


AND MORE…• Time. our most valuable asset…by far • Money. it costs money to advertise and go to

market • Competency. you have to know how to use the

tools


SO MANY OPTIONS, DEMANDS AND OBLIGATIONS LEADS TO…

UNCERTAINTY.


IS IT ANY WONDER WHY MARKETING AND ADVERTISING IS OFTEN…

DELAYED?


TIME, ENERGY AND MONEY WAS SPENT WITHOUT UNDERSTANDING…

ROI.


SO… WHERE DO YOU

START?


WHAT’S MISSING?• let’s back up…

• let’s not think tactics.

• let’s not think tools.

• let’s not think technologies.

• let’s not think strategy…yet.

• let’s get away from bandaids.


KNOW WHO YOU AREno.1


You can’t be EVERYTHING to EVERYONE… so be uniquely you.

Ask yourself - What do you truly have to offer? What makes you special? How and why are you different? Why do your customers choose you?BIG I

DEA


KNOW YOU…• what kind of company are you?

• what do you do best?

• what are your top 3-5 business goals?

• what are your core values?

• what customer types do you serve?

• what geographic locations do you serve?


KNOW YOU…• are you…consultant, manufacturer, engineering

• are you best at…service, custom solutions, deadlines

• your goals are…retention, grow company “x”%, etc.

• your core values are…integrity, best service, passion

• contractors, retailers, engineers, architectural

• local, tri-state, national, international


SPEND SOME TIME GETING TO KNOW YOU SO YOU CAN TELL…

YOUR STORY.


KNOW YOUR CUSTOMERno.2


You can’t be right for everyone… so know who you are right for.

Ask yourself - Who are the most important people to engage? What do they expect from

you or from the services / products you provide?BIG I

DEA


KNOW YOUR CUSTOMER…• are they price or value conscience?

• what industry are they in?

• are they straight forward or social?

• what are their core values?

• who are their customers?

• what are their expectations?


KNOW YOUR CUSTOMER…• If value is important then price is not…vice versa

• they are… in apparel, manufacturing, service provider

• understanding how they prefer to communicate

• their values…honesty, authority, spirituality

• their customers are…store owners, artists, engineers

• understanding expectations = understanding them


GET TO KNOW YOUR CUSTOMER BY LIVING A DAY…

IN THEIR SHOES.


KNOW YOUR MARKETno.3


Every market has its own set of expectations and preferences

in communication. Ask yourself - How do your products and services compare to what’s offered in the marketplace and

what are typical vehicles of delivery?BIG I

DEA


KNOW YOUR MARKET…• is the market inundated with similar products?

• is the market inundated with similar services?

• is anyone playing in that market?

• how big is the market and who are the players?

• is geographic location important?

• what are typical modes of delivery?


KNOW YOUR MARKET…• how is your product different from the rest?

• how is your service different from the rest?

• a wide open market…can be good and bad

• have a good understanding of size and differentiators

• your market is…50 mile radius, LA to NY, international

• your market prefers…trade shows, digital, print


GET TO KNOW YOUR MARKET BY SPENDING TIME DOING…

RESEARCH.


KNOW YOUR BRANDno.4


A good solid brand will stand out and become the expectation.

Ask yourself - How does your brand compare to other brands within the market? How recognizable is your brand?

Do you have brand loyalty?BIG I

DEA


KNOW YOUR BRAND…• what is your brand?

• is your brand consistent?

• what is the value of your brand?

• is your brand unique?

• is your brand recognizable?

• does your brand follow industry expectations?


KNOW YOUR BRAND…• brand is all encompassing

• making sure your brand is consistent is imperative

• high value brands are developed…low value changed

• does your brand stand out?

• a unique brand will gain traction

• each industry has brand expectations


GET TO KNOW YOUR BRAND BY LOOKING FROM…

WITHIN & OUT.


KNOW YOUR MESSAGEno.5


A well thought out message, or messages, will cut through the

noise and speak to your audience. Ask yourself - How much value does your

message have to your audience? How does your audience relate to your message?BI

G IDE

A


KNOW YOUR MESSAGE…• what is a “message”?

• is your message consistent?

• is your message easy to understand?

• does your message relate to the market?

• is your message personalized or general?

• how are you going to deliver your message?


KNOW YOUR MESSAGE…• message is about communicating to the audience

• mixed messages is a big problem

• don’t make me think…make it easy to understand

• is your message part of an expectation of the market?

• personalized messages will get attention faster

• social media, email campaigns, blogging, people


KNOW YOUR MESSAGE BY UNDERSTANDING YOUR…

AUDIENCE.


DISCOVERYbi

g ide

a


ABOUT DISCOVERY…

• the discovery process is time consuming

• the discovery process can be a little painful

• the discovery process can be a little scary


ABOUT DISCOVERY…

• the discovery process is totally enlightening and freeing

• the discovery process will help you make decisions faster and easier

• think of discovery like it’s the foundation on which you build


DISCOVERY DOWNLOAD

www.highrockstudios.com/discovery

Visit our website for more info:

[email protected]

mailto:[email protected]


KEY TAKEAWAYS…

• involve all stakeholders and key personnel in the discovery process

• take great notes and look for common themes and thoughts

• try to identify “your why”…why you do what you do


QUESTIONS?