Your Go-Forward Marketing Plan & Schedule Workbook

Transcription

1 Your Go-Forward Marketing Plan & Schedule Workbook

2 Preparation & Planning Have you ever been responsible for planning a special event or occasion? Typically you need to create a guest list hire a caterer select the appropriate menu items book the evening s entertainment secure the venue arrange for parking and transportation Preparation & Planning As you were planning for this occasion, did you simply wing it and just handle these details as they crossed your mind? Or did you sit down and list out the specific items create a detailed list that outlined each item to be completed and assign a deadline date for completing each one

3 Preparation & Planning So why should your marketing program be any different? The vast majority of business owners choose option one for their marketing and advertising campaigns They look at what their competition is doing assume it must be the best way to market their business and then blindly attempt to duplicate it The end result is a failed marketing effort, which leads to a reluctance to attempt other future marketing initiatives Process Mapping Direct Sales Joint Venture Strategy Establish relationships with potential affiliate & joint venture partners Begin direct mail drip campaign No Create & mail my direct mail letter to their database Does prospect respond to informational offer Yes Does the prospect read the letter? No Begin direct mail drip campaign Yes Send them the information Follow up with live phone call Schedule face-to-face meeting Send thank you note Begin direct mail drip campaign

4 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Marketing Schedule Daycare

5 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Process Mapping Direct Sales Joint Venture Strategy Establish relationships with potential affiliate & joint venture partners Begin direct mail drip campaign No Create & mail my direct mail letter to their database Does prospect respond to informational offer Yes Does the prospect read the letter? No Begin direct mail drip campaign Yes Send them the information Follow up with live phone call Schedule face-to-face meeting Send thank you note Begin direct mail drip campaign

6 Marketing Schedule A step-by-step roadmap for the planning and execution of your sales process It s the first step toward creating a competition-crushing marketing program Outlines the frequency all your marketing activities The specific dates you want them executed during the implementation phase of your marketing program Event Calendar Daycare

7 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

8 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

9 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

10 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Process Mapping Direct Sales Direct Mail Strategy Buy list of names from list broker Mail direct mail letter No Create & mail direct mail postcard Does prospect respond to informational offer Yes Does the prospect read the postcard? No Yes Send them the report Follow up with live phone call Schedule face-to-face meeting Mail direct mail letter Send thank you note Begin direct mail drip campaign

11 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

12 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

13 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

14 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Event Calendar Daycare

15 Process Mapping Direct Sales Direct Mail Strategy Buy list of names from list broker Mail direct mail letter No Create & mail direct mail postcard Does prospect respond to informational offer Yes Does the prospect read the postcard? No Yes Send them the report Follow up with live phone call Schedule face-to-face meeting Mail direct mail letter Send thank you note Begin direct mail drip campaign

16 Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible)

17 Event Calendar Daycare Marketing Schedule You may choose to run one strategy and tactic at a time, or a combination of two or more The event calendar lists the dates that each strategy and tactic will occur As a lead is received, schedule when to mail or Direct mail should occur within two days requests should be sent immediately Next, schedule the intervals in days or weeks when you or your staff will execute remaining tactics that make up your drip campaign

18 Marketing Schedule You need to develop an elevator pitch and scripts that are compelling enough to get prospects to take action You copywriter needs this information Graphic design work should always support and reinforce the written copy Process Schedule Direct Mail Process Schedule 25 Day Sales Cycle Objective: Strategy: Tactic: Face-to-face Meeting Direct Mail Free Informational Report 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible)

19 Process Schedule Lists The Tactics Direct Mail Process Schedule 25 Day Sales Cycle Objective: Face-to-face Meeting Strategy: Direct Mail Tactic: Free Informational Report Lead Generation Tactics Lead Qualification / Conversion Tactics 50 Prospects 3 Clients Day 1 Day 5 Day 10 Day 15 Day 20 Day 25 Purchase Postcard Letter Phone Brochure Postcard Drip Campaign List Report Phone Meeting Report Phone Meeting Thank You Note Report Phone Meeting Thank Drip You Note You Note (if possible) You Note (if possible) You Note (if possible) Make A List Of All Tactics Lead Generation Tactics - 1st 6 x 11 Postcard - Sales Letter - Phone Script - Brochure - 2nd 6 x 11 Postcard - Non-response Drip Campaign Lead Qualification / Conversion Tactics Report Phone Script PowerPoint / Brochure - (leave behind materials) Thank You Note Response Drip Campaign

20 Marketing Schedule Costs Investigate the costs associated with implementing your marketing plan - Mailing list acquisition - Graphic designer / copywriter - creation, design & production of postcards, letter, brochure, scripts, report, drip campaign - Printing and mailing costs Confirm your ROI (return on investment) Marketing Schedule Costs Child Care Example - Purchase list fitting demographics target customer profile: $300 (600 names) - Oversized postcard - 11 total mailings Cost to print & mail postcards: 50 cents each Graphic Designer to create postcards: $900 (one time cost) Copywriter: $2100 (one time cost) Website Developer: $1600 (one time cost)

21 Initial Mailing Costs Child Care Example - Cost of 1st mailing List purchase (1X cost) $ postcards printed & mailed $ 300 Graphic Designer (1X cost) $ 900 Copywriter (1X cost) $2100 Web Developer (1X cost) $1600 Total: $5200 Total Marketing Costs Child Care Example - Cost of remaining 10 mailings (drip) 600 postcards printed & mailed $300 Total for 10 mailings $ Total Cost of Marketing Program $8200 ($ $5200)

22 Client Acquisition Cost Child Care Example - Entire Cost of Marketing Program $ Number of New Clients / 11 Mailings 6 Marketing cost to acquire each new client $1367 ($8200 / 6) Marketing ROI Remember These From Lifetime Value Lifetime Revenue Lifetime Cost of Goods Sold Lifetime Profit

23 Calculating ROI Child Care Example Gross Revenue - $10,000 (per child per year) Average client remains for 4 years Cost of goods $5200 per child per year (includes supplies and salaries) Lifetime Revenue Child Care Example - Gross Revenue (per child per year) $10,000 Client Lifetime Revenue $40,000 ($10,000 x 4 years)

24 Lifetime Value Child Care Example - Client Lifetime Revenue $40,000 - Less Cost of Goods ($5200 x 4) $20,800 - Client Lifetime Profit $19,200 - Less Acquisition Costs $ 1,367 - Lifetime Value $17,833 ROI for this marketing program $106,998 ($17,833 X 6 new clients) Return On Investment (ROI) Child Care Example Return On Investment (ROI) - This marketing program will bring in $106,998 for an $8,200 investment - That s a 1,300% ROI - How often do you think you should run this program?

25 Initial Mailing Costs Child Care Example - Cost of 1st mailing List purchase (1X cost) $ postcards printed & mailed $ 300 Graphic Designer (1X cost) $ 900 Copywriter (1X cost) $2100 Web Developer (1X cost) $1600 Total: $5200 Lifetime Value Child Care Example - Client Lifetime Revenue $40,000 - Less Cost of Goods ($5200 x 4) $20,800 - Client Lifetime Profit $19,200 - Less Acquisition Costs $ Lifetime Value $18,650 ROI for this marketing program $111,900 ($18,650 X 6 new clients)

26 The Power Of A Marketing Schedule Daycare E-Learning Marketing System Designed to get YOU results!