Gorilla Marketing Principle - Top 10

Transcription

1 Institute of Management Consultants San Diego Chapter The Guerrilla Marketing Mindset: Choice, Challenge, and Growth Presented by Michael McLaughlin June 5, 2008

2 The most successful professional service firms have strong cultures of marketing and sales. Page 1 1 1

3 Time Is a Consultant s Most Precious Resource Page 2 2 2

4 Business Development in a Box Strategy and Service Targeting Intellectual Capital Execution Page 3 3 3

5 Guerrilla Marketing Principle: Without a clear and compelling offer, marketing is irrelevant. Page 4 4 4

6 if you want to make it rain, have a great service. Guy Kawasaki Source: Management Consulting News Page 5 5 5

7 The Problem with Most Service Offers Vague Sales-centric Not specific Easily copied Process oriented, not results-based Laden with jargon Subject to interpretation Page 6 6 6

8 How Strong Is Your Service Offer? 1. Differentiated 2. Strong value-to-fee ratio 3. Flawless delivery Eight Components of a Compelling Service 4. Mitigates risk 5. Creates client capability 6. Demonstrable 7. Results, not process-based 8. Specific Page 7 7 7

9 Guerrilla Marketing Principle: The smaller the target, the more likely you are to hit it. Page 8 8 8

10 What does the average professional service firm stand for? Nothing. Al Ries, Coauthor, Positioning Source: Management Consulting News Page 9 9 9

11 Put the Target in Target Marketing Target Marketing for Consultants Functional/Process Industry Geography Organization Size Role Event Human Resources, Finance, Information Technology Automotive Manufacturers, Financial Services, Public Sector Southwest US, North America Small to Mid-Sized Businesses, Fortune 100 companies CEOs, COOs, Brand Managers Mergers, Acquisitions, IPOs, Organizational Transformation Page

12 Clarity and Focus Draw Attention to Your Practice Purpose Benefit Target Niche Vague is an organizational development consulting firm committed to helping both individuals and organizations achieve desired results through strategic and tactical approaches to coping with change. Clearer helps CEOs and CFOs in the Financial Services and High Tech industries create substantial, new value by improving customer relationship management strategies and programs. Page

13 Guerrilla Marketing Principle: Your ideas, not Web sites or brochures, create demand for your services. That makes marketing personal. Page

14 Intellectual Capital Drives Market Positioning Plans for businesses Approaches for organization Five Options for Developing Intellectual Capital Ways to measure performance Planned outcomes Emerging trends Page

15 Guerrilla Marketing Principle: Rainmakers focus activities on the highest probability markets existing existing clients and their networks. Page

16 What Existing Clients Want Objectivity Actionable Information Competitive Assessments Brainstorming Education Page

17 Client-Level Marketing Is the Key to Selling Follow-on Work Align Issues with Individuals--Examples Improve Productivity VP of Logistics Decrease Turnover Manager of Transportation Plan for Succession SVP Customer Care Find New Suppliers VP of Logistics Reduce Overhead Director of Sales Page

18 Base Your Client Marketing Plan on the Client s Issues Compelling Perspective Capturing Small Markets Targeted Long-Term Page

19 Getting Started: Pick Your Tools Walk Around Deck Newsletter Education Joint Workshops Speeches Introductions Page

20 Guerrilla Marketing Principle: Industry Visibility It takes years of hard work to become an overnight success. Page

21 Creating High-Impact Intellectual Capital for the Market Areas for Analysis Performance Integration Education Suitability Support Process People Areas for Analysis Customers Employees Suppliers Competitors Stakeholders Regulators Systems Areas for Analysis Responsiveness Integration Knowledge Stability Support Page

22 Choose the Tactics that Work for You--Examples Direct Mail Publicity Perspective Articles Special Report Page

23 Guerrilla Marketing Principle: Marketing combinations work. Page

24 The Secrets of Guerrilla Marketing: Focus, Action, Consistency. Page

25 Additional Resources Free Monthly Newsletters for Professional Service Providers at: Complimentary ebooks: Consult This!: 62 Steps to Consulting Success by Michael McLaughlin Download at: mindshareconsulting.com/ebook_download.html Guide to Guerrilla Marketing for Consultants by Michael McLaughlin Download at: Page 24

26 About the Presenter Michael W. McLaughlin is a Principal with MindShare Consulting, LLC, and the coauthor of Guerrilla Marketing for Consultants. MindShare Consulting specializes in helping professional service firms create opportunities for profitable, long-term client relationships and offers assistance with: Market planning and strategy Sales lead generation Proposal development Account management Web site effectiveness McLaughlin also offers seminars, workshops, and keynote presentations on marketing, sales, and business management. He is the publisher of two newsletters distributed ib t d to professional service providers around the world: Management Consulting News and The Guerrilla Consultant. For more than twenty years, he was with Deloitte Consulting, most recently as a Partner in that firm s strategy and operations practice. Page

27 Thank You