Make Marketing Better: BD
Marketing Secrets Revealed
11.21.14
Presented by:
Mike Parkinson, PPF.APMP
Colleen Jolly, PPF.APMP
Principals at 24 Hour Company
The Buying Process
Gate 2: The Choice
Gate 1: The Catalyst
Emotion/Impulse/
Altruism
Purchase
Image/
Emotion
Basic Need/
Problem Solver
Reputation/
Experience
Pain Gain
Fear
Ego
Trust
Value
Features/Convenience/
Cost/Price/Anchor
Compulsory/Guilt/
Safety/Scarcity
Where (which gate) is your target audience?
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Marketing Plan
BRAND
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SOLUTION
AUDIENCE
ANALYSIS
2014 Mid-Atlantic Conference & Expo
BUDGET
MEDIA
3
Video – Brand Impressions
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1. Know Your Brand
• What do you want to be known for?
What should be the first thing that pops into your
prospect’s mind—emotions, concepts, ideas?
• Build a brand.
Focus on the emotion, not the solution (service or
product).
• Design is important because it affects
perception and emotion.
• Use pictures and stories to tap into
emotions.
– Familiar, related, emotional: royal wedding, symbols
– Avoid overused: Hindenburg (we are desensitized to it;
not unique to our solution)
Brand it or Ban it!
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Video – Dove
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2. Know Your Solution
What problem are
you solving?
What are you selling that
solves this problem?
People buy solutions
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3. Know Your TARGET Audience
= attitude
= understanding (of the content)
= demographics
= interest and interests (habits)
= environment
= needs (stated and not stated)
= cares
= economics (budget)
Focus on your audience NOT you!
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4. Market Analysis
 Market SWOT analysis
(you too)
 Why will people buy
you/your solution?
 Why won’t people buy
you/your solution?
Be objective
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5. Budget
What % of your gross sales should you spend?
Gross Sales
Marketing
10%
(Rule of Thumb for a small
established company)
Budget or die
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6. Media
How best to get in front of prospects
(delivery tools):
–
–
–
–
–
–
–
–
Ads (Radio, Web, TV, Magazines, Newsletters)
Training
Webinars
Websites
Social Media (blogs rock!)
Industry events
Partnerships
Books, white papers, tools
Where would your target audience go to find your solution!
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Best Practices…
 Contrast is king
 Be memorable
– Link to something people already
know (i.e., a saying, song, etc.—
use other’s repetition)
 Repeat
– (i.e., logos, TV Theme Songs,
jingles)
The “Burger King” method
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Video – Cheers
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Best Practices…
• Be consistent
Breeds trust
• Contrast is king
• Be memorable
Link to something people already
know (i.e., a saying, song, etc.—
use other’s repetition)
• Repeat
(i.e., logos, TV Theme Songs,
jingles)
• Tap emotions
• Give free tools that people will
keep and use
• Know what you want your
audience to do
Ads unlikely to = sale
• Call to action
• Track touches
7-12 touches = sale in our business
• Make it easy to share
The “Burger King” method
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Video – Ship My Pants
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Video – Ad Agency
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Note to self…
 An ad gives exposure, but it takes a lot of
exposure (consistent repetition) to build
trust.
– You may get a few “lookie loos”
and maybe a sale or two.
Not the same.
 People hate to be “sold.”
 Track it!
– If you can prove it works, do it more.
If you can’t prove it works, stop doing it.
The world is not as excited as you are about your solution… yet!
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Do It!
BRAND
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SOLUTION
AUDIENCE
ANALYSIS
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BUDGET
MEDIA
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Magazine Ad
Goal: Reader take the next step with your
company.
1. Brand (remember emotion: colors, imagery,
stories)
2. Your Solution (What problem do you solve?)
3. Target audience
4. Address SWOT (if applicable)
5. Budget: $10,000
6. Media: online and printed magazine
Remember your call to action!
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Magazine Ad – REPEAT OF #19
Goal: Reader take the next step with your
company.
1. Brand (remember emotion: colors, imagery,
stories)
2. Your Solution (What problem do you solve?)
3. Target audience
4. Address SWOT (if applicable)
5. Budget: $10,000
6. Media: online and printed magazine
Remember your call to action!
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Want More Great Info?
• Sign up for our ezine: http://www.24hrco.com/ezine.html
• Follow us on Twitter:
– @Colleen_Jolly
– @Mike_Parkinson
• Read our blogs:
– http://billiondollargraphics.blogspot.com/
– http://american-broad.blogspot.com/
• Email us:
– Colleen@24hrco.com
– Mike@24hrco.com
• APMP Members-Only Deals:
http://www.apmp.org/?page=SoftwareProducts or
http://www.apmp.org/?page=Services
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Questions
www.24hrco.com
(703) 533-7209 • mike@24hrco.com • colleen@24hrco.com
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