The 7 Keys to Marketing Genius Quick Start Marketing Plan

7 Keys strategy tactics daehn.png

1: Find Your Advantage

·         What is the unique competitive advantage of your product or service?  (The best way to determine this is by performing a SWOT analysis)

·         How can you meet the needs of the target audience better than the competition?

·         What is the positioning of your product or service? 

2: Define Your Purpose

·         What is the mission or purpose of your company? 

·         What goals do you want to accomplish with this particular product or service? 

·         How do these goals fulfill the mission of your company? 

·         How will you communicate this to the entire organization to make sure everyone is on the same page?

3:  Create an Image

·         Based on the competitive advantage, positioning, target audience and mission of the company what image best represents your product or service?

·         Do you need professional assistance in creating a logo and marketing communications materials? 

·         Is the look and feel of your marketing communications materials consistent and congruent?

4:  Implement Promotions

·         Which of these marketing communications do you plan on utilizing?

o   Advertising

o   Public Relations/Publicity

o   Sales Promotion

o   Personal Selling

o   Direct Marketing

o   Internet/Interactive

·         What marketing communications can you afford? 

·         What marketing communications make the most sense for your situation?

·         How can you achieve the greatest return on investment with the least amount of wasted exposure?

·         Are your marketing communications linked and integrated? How?

·         Are your marketing communications consistent and congruent? How?

5:  Build Relationships

·         How are you building relationships with customers?

·         Are you creating positive word of mouth?

·         Are you developing advocates for your product?

·         Where in the funnel do your promotions hit? 

·         How do your promotions push people down the funnel?

6:  Gain Feedback

·         How are you measuring results?

·         Have you implemented ways of gaining feedback from customers?

·         Have you implemented ways of gaining feedback from employees?

7:  Adjust to Changes

·         Are you making changes based on the feedback you have gained?

·         Has your market or target audience changed?

·         Do you need to revise any marketing messages to remain current?

·         Are you maintaining up to date and relevant information on the website?

·         Do you have an ongoing dialogue with current customers?


Want to learn more? Read the full book by Michael Daehn: The 7 Keys to Marketing Genius.

 

Read All of Michael Daehn's Books for FREE

All of my books are now available as free downloads on the Michael Daehn website.

If you would like to contribute before or after reading the eBook version, you can click on the eBook link that contains a price.

Printed copies are also available for purchase.

Why am I doing this? Here are a few reasons:

  • I have a desire to share my knowledge with people
  • I am following the lead of others I respect who have followed this same path
  • I believe if I offer something of value it will likely be returned to me in some way
  • I predict that in the future this will be the standard model for content distribution

So why not take advantage and start reading right now?

Choose from these titles:

188 Business Tips (and 300 Questions) to Get Your Brain Juices Flowing 

Internet Marketing for Newbies

Marketing 2.0: How to Survive and Thrive in the Age of New Media

Senior Care 2.0: Your Guide to Marketing Senior Services

Michael Daehn's Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

Marketing the Church

Thanks for checking out my books, and be sure to tell your friends :)

REVIEW: Nixty Helps You Make Online Courses for Free


Some of you know I created my own online university using Moodle a few years ago. Sadly the cost and time to maintain that site was too much for me and it has since been removed.

I came across a new site called Nixty that lets you create and promote your own courses using similar tools to Moodle and other learning management systems (LMS). The cool thing is that Nixty is free. I have created a course for my book Internet Marketing for Newbies that includes a quiz, discussion and a certificate of completion.

Take a look and tell me what you think. If you have a book or some content try creating your own course. It seems like a fairly new site and there are a few bugs, missing links, iffy UI choices, but I hope it sticks around and has time to improve. This is a really cool service and a great opportunity for both educators and learners to benefit.



Are online courses like this useful to you? Will you use this tool for your organization? If you create or take a course, Please let me know in the comments.

BOOK: 188 Business Tips (and 300 Questions) to Get Your Brain Juices Flowing

I just published another book. How am I churning these out so quickly? Well I have been writing and blogging for a few years and have a ton of content. I just decided to get off the couch and get it organized and formatted for a book or two.

This book is unlike any other I have written. It started as a blog to boost your business thinking and contains a few tricks and tips I have learned over the years.

I call this a bathroom book. It is filled with quick, easy to read entries that don't take a lot of time or committment. Please let me know what you think in the comments.

 

Topic:
Business Thinking

Author:
Michael Daehn

Summary:
This book contains 188 tips and over 300 questions to help spur your business thinking and get your brain juices flowing.

Read or download the eBook version (Free)

Read or download the eBook version ($5)

Buy a printed copy ($12.95)

The Seven Keys to Marketing Genius

How smart is your marketing? Do you follow the crowd or set your own standards? People are attracted to innovative leaders, not copycats. Besides, most companies throw thousands of dollars down the drain on ineffective advertising- can your budget afford such waste? Start your education today- follow these seven keys to increase your marketing IQ and outwit your competition.

Key 1: Find Your Advantage

The first step is to determine what your organization does better than the competition. All marketing focuses on communicating to customers the advantage of your product over the competition. To compete in the marketplace, you must find what your company or organization offers better than the competition. What unique competitive advantage do you offer? What are the distinctive competencies that separate you from the pack? What strengths do you have that can not be easily or quickly copied by the competition? You should perform a SWOT analysis to help you find your advantage.

When determining the competitive advantage of the company, I caution you to avoid basing it on a supposedly unique product.

It is very difficult to have a sustained competitive advantage based on a product in our modern technological age. In the past, a technological innovation on a product could give a company the advantage for decades since others were not able to copy the product easily. Today successful products can be, and often are, copied in a matter of weeks if not days. Many software applications are copied (though not necessarily legally) almost immediately. For these reasons, it is very difficult, if not impossible, to hold a competitive advantage based on technology or a technologically superior product. That is why there has been a shift to the intangible elements of customer service and other value-added components in the marketplace. Low price, by definition, is not a competitive advantage because it can be quickly and easily copied by the competition. Competing on low price is an invitation to a price war. Competitive advantages today are usually based on service, reputation and longevity.

Key 2: Define Your Purpose

Why are you in business? What are you trying to achieve? How will you measure your success? Answering these questions is vital to defining your purpose. To determine and evaluate the direction and goals of your organization, you must have a clearly defined mission. Once you have developed a clear purpose, make sure all levels of the organization are in alignment and going the same direction. The best way to do this is to involve the stakeholders in the development of the mission in the first place, rather than a few decision makers deciding what they think is best and handing it down to be followed.

Key 3: Create an Image

The purpose of advertising is to promote image and awareness. Before you can implement promotions (Key 4), you must create an image. An image is both a concept and a physical visual representation. To compete today, you must have the right look. It is not enough to have a good product; you must also be able to attract the attention of the audience. The look should enhance the image of the product while maintaining alignment with the mission (Key 2) and promoting the competitive advantages of the organization (Key 1).

The key elements of image are the logo, colors and style, and branding. The logo is the visual symbol of your product or organization- it should be pervasive in all of your communications. Imagine police officers wearing pink and rainbow stop signs- this sounds strange because every color has meaning. Make sure your business is using the right colors for the message you are conveying. These elements provide recognition of your brand- but a brand is more than looks. A brand is the promise you are making to your customers. Crest promises clean teeth and Tide clean clothes. You recognize the names and the colors- but a promise kept is what makes the brand. Your brand is your reputation for keeping promises and the greatest asset you own.

Key 4: Implement Promotions

Promotion is the nuts and bolts of the marketing process. The promotion element is what most consumers see and think of when you mention marketing. Promotion includes advertising, public relations, sales promotion, personal selling, direct marketing, and internet/interactive techniques.

Before spending money on promotion, make sure you have done the hard work in keys 1-3 to avoid wasted expense. Target your market and understand what will be the most effective use of your resources. Determine an effective pricing and distribution strategy based on your research.

Use as many appropriate promotional tools as possible and integrate them together into one cohesive and powerful communication device. Do this by maintaining a consistent look, feel and message. Link individual promotions together- print ads with a web address, web pages with in-store coupons- for a maximum and measurable response. Remember the goal of your promotions is to turn prospects into customers, and customers into long term relationships.

Key 5: Build Relationships

In today's competitive marketplace, the best way to insure your investment is to establish relationships with customers. By building and cultivating these connections, you establish a protected relationship. People will continue to do business with you because they know and trust you. Make yourself invaluable to your customers, and they will likely be yours for life. You will also gain valuable feedback on how to improve in the future.

Key 6: Gain Feedback

Gaining feedback is what tells you whether you are on the right path with your customers. You have already done the hard work of developing a roadmap for success in your marketing plan. Feedback will tell you whether you are on the right track or veering off course. Use surveys, response cards, the internet, phone calls, focus groups, market development groups, and feedback from salespeople to gain information, learn and improve your marketing efforts.

Key 7: Adjust to Changes

Companies must consistently assess their position in the marketplace and make necessary adjustments to remain competitive. After gaining feedback, businesses must revisit, reevaluate and revise their competitive advantage, mission, goals, alignment, promotions, and relationships with customers. In other words go back to Key 1 and start over.

If you like this article, check out the book The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ.

Senior Care 2.0 Book Published

I worked on this book for over 2 years and had some issues getting it published. I finally got a copy published and of course you can read it for free if you like. Your feedback is appreciated.


Senior Care 2.0: Your Guide to Marketing Senior Services


Topic:
Marketing/Senior Services


Author:
Michael Daehn with Kendall Brune, Wes Sperr, Mike Graham


Summary:
This unique book provides time proven marketing strategies with analysis, commentary and application by experts in the field of senior living and care. Senior Care 2.0 is your complete guide to marketing senior care services today.


Read or download the eBook version (Free)


Read or download the eBook version ($6.95)


Buy a printed copy ($19.95)



More books

Marketing 2.0: How to Survive and Thrive in the Age of New Media - Free Download

Marketing 2.0: How to Survive and Thrive in the Age of New Media


Topic:
Marketing/Internet/Social Media


Author:
Michael Daehn


Summary:
Learn how to use the new tools of communication to market your product. Blogs, ezines, aggregators, mashups, social networks, internet video, and tagging are a few of the areas covered in this book on Internet Marketing. Marketing 2.0 goes beyond explaining new marketing tools and helps you understand the psychology behind why these tools are working. Use this book and learn to thrive in the 2.0 world, or watch your business disappear into obscurity.


Read or download the eBook version (Free)


Read or download the eBook version ($5)


Buy a printed copy ($12.95)



More books

Internet Marketing for Newbies Book: Free Download

Internet Marketing for Newbies


Topic:
Marketing/Internet


Author:
Michael Daehn


Summary:
This book will teach you:
*Why the Internet is important
*How to choose the purpose of your website
*How to get traffic to your website
*How to set up your website
*How to implement your Internet marketing plan
and measure results
*How to keep your website on top


Read or download the eBook version (Free)


Read or download the eBook version ($5)


Buy a printed copy ($12.95)



More books