North Carolina Burglar and Fire Alarm Association

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North Carolina Burglar and Fire Alarm
Association November 9, 2007
Superstar Marketing g u i d e
Five Star Leader Coaching and Training
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• Marketing is everything you do to promote your
  business, from the moment you conceive of it to
  the point at which your customers buy your
  product or service and begin to patronize your
  business on a regular basis. The key words to
  remember are everything and on a regular basis.
• Jay Conrad Levinson
• Author, Guerrilla Marketing

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Objectives
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• Understand the 5 key principles of superstar
  marketing
• Design a simple and effective marketing plan
• Discover the key secrets to positioning yourself
  as an expert in the minds of your target market
• Appreciate the importance of delivering magnetic
  customer service
• Learn the 6 principles for building a thriving
  open network
• Discover what it takes to create a virus in the
  market place and how to monitor the process

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Icebreaker Activity
Superstar Marketing g u i d e
Five Star Leader Coaching and Training
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1.00 Marketing

• Online Article Distribution
• Blogging Using Blogger.com or TypePad.com
• Press Releases
• Developing a Relationship with 5 Key Contacts
• PDF Electronic Flyers
• Word of Mouth Marketing
• Public Speaking
• Radio Interviews

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The 5 Principles of Superstar Marketing
Marketing Plan
Marketing Virus
Expert Positioning
Magnetic Customer Service
Thriving Open Network
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National Superstars
Superstar Marketing g u i d e
Five Star Leader Coaching and Training
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Superstar Marketing

• Stirs the emotions
• Bold and Provocative
• Creative
• Often obnoxious
• Simple yet powerful
• Consistent and repetitive
• Stands out
• Cutting edge
• Differentiated

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The Big Questions

• Do you really believe in your products and
  services?
• Are you willing to do what it takes to keep your
  pipeline full with paying customers?
• If so, what is it going to take for you to keep
  your pipeline full with paying customers?

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The Truth About Marketing
1) It takes 7-10 touches with a prospect before
she will remember your name and company name.
2) Price is not always the deciding factor in
making a purchase. 3) Marketing is a numbers
game. For each 100 people who see your message,
approximately 2-3 people will actually make a
purchase. 4) People do business with people
they know, like and trust. 5) Once you make a
sale, the big work now begins the work of
keeping the customer and making her a raving fan!
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Principle 1 Develop a Marketing Plan
in guerrilla marketing, if you don't have a
marketing plan, that's like entering a battle
under a commander who says, Ready, Fire, Aim!'
You're not going to win any battles if you do
that
Jay Conrad Levinson
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Step 1 What is your goal?

• When your business is full and overflowing, what
  do you really want?
• Example
• I want 10 customers buying 5,000.00 per month
  of products and services from my company for a
  total gross revenue of 600,000.00 annually.

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Step 2 What are the benefits of your products
and/or services?

• Benefits are those qualities of your product
  which meet the emotional needs of your buyers.
• Examples
• To make more money
• To feel less stress
• To look more attractive
• To feel healthy and be physically fit
• To have the time to do what I love

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Step 2 What are the benefits of your products
and/or services?

• Benefits are those qualities of your product
  which meet the emotional needs of your buyers.
• Examples
• To have more peace of mind
• To protect my family
• To monitor my home security while traveling
• To protect the things I most value
• To be able to sleep at night without worry
• To get quick response for help when I need it

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Step 3 Who is your target audience?

• Get specific. Look closely at
• the following demographics
• Age
• Gender
• Hobbies
• Interests
• Geographical Location
• Educational Background
• Profession
• Magazines and Journals Read by this Audience

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Step 4 What is your marketingniche?

• A niche is an area in which a company is
• specialized, creating a very specific form of
  target
• marketing.
• Example
• Deloitte is a company which specializes in
  audit, tax,
• consulting and financial advisory services. They
  are well
• known for their ability to address the strategic
  and
• operational challenges of organizations going
  through
• massive change.

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Step 5 What is Your Unique Selling Proposition
(USP)?

• Your USP is the one reason that a consumer will
  buy a product over anotherbecause your company
  is different
• Examples
• Your price is lower
• Your product is better
• Your product has a special feature
• Your product comes with a one-of-a-kind service
• Your product comes with a lifetime warranty
• Your product comes with 24 hour/7days a week
  customer service
• You offer training at no additional charge
• Your customer service is the best and the
  fastest
• You are a cutting edge company

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Step 6 What is your budget?

• Your budget will include
• Advertising
• Business Cards and Stationery
• Company Press Release
• Direct Mail Campaign
• Logo Development
• Press Kit
• Presentation folder
• Public Presentations and Seminars
• Tradeshows
• Website

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Step 7 What are the strategies you will employ?

• Article Writing
• Business Cards and Stationery
• Collaborative Efforts
• Company Press Release
• Direct Mail Campaign
• E-mail Signature
• Elevator Speech
• Executive Biography
• Logo Development
• Public Presentations
• Press Kit
• Presentation Folder
• Web Marketing

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Step 8 What are the features of your product or
service?

• Features are different than benefits. They are
  the extras which your
• product or service comes with which allows the
• customer to perceive a higher value for the price
  she is paying

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Step 9 What are your skills, talents
andstrengths?

• A list of your skills, talents and strengths will
• become the foundation of your marketing
• pitch.
• Consider these questions
• What are your skills?
• What is your education?
• What are your life experiences?
• What are your unique talents?
• What are your strengths?
• What is unique about you?

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Step 10 What are the steps youwill take to get
into action?

• Marketing calendar
• Network of support
• Daily accountability
• Coaching
• Mastermind group
• Grassroots marketing
• Exercise and great self care
• Wardrobe
• Business cards
• Web presence

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Sample Marketing Calendar
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Principle 2 Position Yourself as An Expert
Establish your niche in an area which is strong
for you
         
eXpand your capabilities for customer
intelligence by conducting research, surveys and
interviews
Position yourself in the media as an expert by
getting your name in hard copy magazines/journals
Enhance your image through writing a book or
compiling a CD of you speaking about your topic
Read cutting edge newspapers and magazines which
positions you as a resource hub
Teach online teleclasses and live seminars to
demonstrate your knowledge
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Customer Service Activity
Superstar Marketing g u i d e
Five Star Leader Coaching and Training
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Article Writing Online
Benefit-Driven Headline

• The Top 10 Ways to Market Any Business to
  Thousands by Leading Teleclasses
• by Bea Fields
• www.TeleclassLeader.com
• As business owners, we all know that the
  key to fantastic sales is to let your customers
  have a personal experience
• of you. The difficulty, of course is that
  to give every customer that experience personally
  requires a tremendous time commitment of
  ourselves and our staff. So what do we do?
• One solution is to leverage our time by
  doing the "wooing" once and then let that effort
  live on forever in a virtual format. It is about
  creating multiple products, programs, or streams
  of income from the core of our business that can
  sell and propagate without our direct
  intervention!
• But how do we do that?
• By using the up and coming medium of
  teleclasses!
• By leading teleclasses (classes by
  telephone) you can leverage your classes in a way
  which will increase your productivity and the
  profitability of your business while becoming
  highly visible in your field or profession. You
  can become the expert in your field -- the "go
  to" person! This article will provide you with
  ten ways to leverage your teleclasses for maximum
  visibility and for driving thousands of customers
  to your door.
• If you would like to know more about what
  a telelcass is and how it can support your
  business, download this audio What is a
  Teleclass?

Website is hot-linked
Audio Download included in the article
Body of Article begins here
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Principle 3 Deliver MagneticCustomer Service

• Help
• Value
• Speed
• Compassion
• The WOW! Factor
• Customer Intelligence
• Listen to the Grapevine
• Leadership Development

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Customer Relationship Management Cycle
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Customer Relationship Management(CRM)

• Solutions
• Complaints
• Retention
• Value
• Speed
• Relationships

• Marketing Plan
• Leads
• Expertise
• Lists
• Strategies
• Network

• Accounts
• Contacts
• Opportunities
• Activities
• Forecasts
• Follow-up

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Customer Relationship Management

• new customers are expensive to capture
• unhappy customers tell others about their
  negative experiences and rarely come back
• retained customers are a better value for your
  marketing dollars spent
• your major efforts should be spent on champion
  customers or groups of customers- i.e. those that
  are likely to yield good returns

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Principle 4 Build a ThrivingOpen Network

• When you have an idea or a thought or need, you
  have a huge network of people to pull from.
  Members are very goal directed toward making your
  business successful.
• Margaret Beleckis
• Vice President, Oppenheimer Co.
• Commenting on Her Experience in Two Womens
  Networking Groups

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Networking Activity
Superstar Marketing g u i d e
Five Star Leader Coaching and Training
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Open Network Principles
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Principle 5 Create a virus in themarket place
and monitor the process

• Unique name
• Irresistible message
• Passed along easily without dilution
• Strong benefits
• Memorable
• Attract a carrier (someone who people
• listen to)
• Market saturation

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Create a Marketing Virus
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Marketing on the Web

• Background- white or very light
• Simple color scheme (two colors only)
• Body copy- black and one other color in your
  headlines and subheads
• Font- use something traditional such as Veranda
  or Tahoma
• Double-check your site for typos
• One slippery step (one place for visitors to
  leave their e-mail address with you.)

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Marketing on the Web

• Avoid pop-up ads
• Avoid music and flash
• Make your message simple and easy to understand
• Use simple layouts and intuitive links (hot
  links)
• Add valuable content (resources and quick links
  to great sites)
• Post testimonials

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The Psychology of Color
Red- boldness, passion, excitement, energy
Purple- royal, spirituality, dignity
Pink- soft, feminine, nurture, security
Blue- trust, belonging, coolness, calmness
Yellow- warmth, sunshine, cheer happiness
White- pure, virginal, clean, youthful, mild
Black- sophistication, elegant, seductive mystery
Orange- playfulness, warmth, vibrancy

• Gold- prestige, expensive

• Green- nature, fresh, cool, growth
• abundance

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Make Your Product Stand Out
Before
Graphics Provided by Blip Studios
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Make Your Product Stand Out
After
Graphics Provided by Blip Studios
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Advertising
Before
Graphics Provided by Blip Studios
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After
Graphics Provided by Blip Studios
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Color Can Be Appealing
Graphics Provided by Blip Studios
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OrColor Can Be Unappealing
Graphics Provided by Blip Studios
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Typography
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Likable, Warm, Personable, Feminine

• Informal Roman
• Environ
• Pepita MT

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Interesting, emotional, exciting and innovative

• Edda
• Chiller
• Paintbrush

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Disliked, cold, unattractive, uninteresting,
unemotional

• Playbill
• Logan
• Onyx

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Strong, masculine, carries weight

• New York Deco
• Stencil

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Interesting, emotional, exciting, informal

• blala
• Ransom
• Amazon

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Commonly used, traditional, stalwart of the
community

• Georgia
• Verdana
• Century Gothic
• Century Schoolbook

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Feminine Style
Masculine Style
Playful Style
Traditional Style
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SUMMARY

• The Superstar Marketing guide is a carefully
  planned system which includes 5 key strategies
  which put the customer first while building out
  the capabilities and network of the business
  owner so that he/she becomes a recognized expert
  in the marketplace.
• If you don't have a marketing plan, its like
  entering a battle under a commander who says,
  Ready, Fire, Aim! which does not make for
  success. A simple but effective marketing plan
  can guide your business into the future from a
  place of strength.

Unleash the Greatness in YOU!
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SUMMARY

• By mastering your niche and positioning yourself
  as an expert in the marketplace, you will gain
  valuable exposure for your business in the public
  eye and exponentially increase your chances of
  selling your products and services.
• Research shows that customers of today are much
  more interested in the relationship that you
  build with them than the price they pay for your
  products or services. A strong Customer
  Relationship Management process can support you
  in attracting and keeping more loyal customers at
  prices which support you in building a thriving
  business.

Unleash the Greatness in YOU!
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SUMMARY

• Successful people understand that they cannot
  achieve success on their own instead, they
  surround themselves with a well-developed,
  sophisticated and open support network, which
  pulls them forward in the direction of success.
• Marketing by interrupting people is no longer
  cost effective. The future belongs to marketers
  who establish a foundation and process where
  interested people can ignite consumer networks
  through powerful word-of-mouth advertising.

Unleash the Greatness in YOU!
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