Presentation by Rick L'Amie to RISE 2011 conference, March 7, Austin, Texas. Content used by permission, Duct Tape Marketing

1. Welcome to
RISE WEEK 2011
Seven Steps to Marketing Success
Hosted by
Rick L’Amie
Moxie Marketing

2. The Moxie Story
A bottle & a book

3. Definition of Marketing
Know Like Trust

4. Marketing is a System
1. Strategy before tactics
2. Fill your marketing hourglass
3. Publish educational content
4. Create a total web presence
5. Use a lead generation trio
6. Make selling a system too
7. Live by the calendar

5. "Strategy without
tactics is the
slowest route to
victory. Tactics
without strategy
is the noise
before defeat”
~ Sun Tzu, The Art of War

6. 1) Strategy before tactics

7. 1a) Narrow your focus

8. What is ideal?
 Values you
 Profitable
 Refers

9. Ideal customer
• Demographics
• Psychographics
• Geographics
• Behavior

10. 1b) Differentiate and dominate

11. Ask every customer
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What could we do better?
• Would you refer us?

12. What people really buy?
 Your unique product
 Your unique service
 Your unique process
 Your unique experience
 Your unique people
 Your unique guarantee
 Your unique packaging
 Your unique delivery
 Your unique solution

13. Differentiate - Architect
 What you do for a living
“We help contractors get paid faster”
 Complimentary statement
“Zoning adjustment compliance system”
 Positioning goal/statement
#1 Design/Build Architect
 Core marketing message
“The Contractors Architect”

14. 1c) Package your Business

15. Image is everything
 Conduct a communications audit
 How do your name, logo, branding, colors
communicate what you do?
 How do you “package” your business?
• “Brand” vs. “Brand Identity”
 What do you name your products or service?
 Quality counts – hire a pro

16. 3) The Marketing Hourglass

17. The Marketing Hourglass
Know
Like
Trust
Try
Buy
Repeat
Refer
© Duct Tape Marketing – all rights reserved

18. The
Buying Pattern

19. Timing
Triggers

20. Research

21. Know
• GOOGLE = Online
• ASK = Referral
• KNEW YOU =
Advertising/Promo
• READ/HEARD =
Public Relations

22. Like
Something they:
READ
SEE
HEAR
FEEL

23. = Minimize Risk
Proof Trial Products
Guarantees Low Cost

24. Deliver
CROSS SELL &
UP SELL
+
NURTURE
= RAVING FANS!

25. The Marketing Hourglass
• Articles
Know • Ads
• Referrals
• Web site
Like • Reception
• Newsletter
• Marketing kit
Trust • Free report
• Product Presentation
• Webinar
Try • Evaluation
• Nurturing
• Service team
Buy • New customer kit
• Finance/delivery
• Post project survey
Repeat • Cross selling
• Quarterly events
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

26. Filling the gaps – product & process questions
• Articles
Know • Ads
• Referrals
Like
Trust
Try
• Service team
Buy • New customer kit
• Finance/delivery
Repeat
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

27. Marketing Life Cycle

28. The product/service mix strategy
• What is your free or trial offering?
• What is your starter offering?
• What is your “make it easy to switch” offering?
• What is your core offering?
• What are your add-ons to increase value?
• What is your “members only” offering?
• What are your strategic partner pairings?

29. 3) Publish educational content

30. Content that builds trust
• Educational
• Social media
• Reviews
• Testimonials

31. Content that educates
• White papers
• Webinars
• FAQs
• Success stories
• Perfect Intro

32. 4) Create a total web presence

33. 600 Million Active Facebook Users
Photo Credit: Source: Tech Herald
Oversocialized

34. 126 Million
The number of blogs on the
Internet.
Source: Jess3

35. 10 Billion+ Tweets Sent on
Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

36. 2 Billion Videos Are Streamed
Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch

37. Pillars of a web presence
• Listen first
• Optimize your web content
• Claim real estate
• Optimize brand assets
• Ratings and reviews
• Social media participation

38. Hub and Spoke
Social media in business

39. 5) Inbound lead generation trio

40. Inbound lead generation
• Advertising
• Public relations
• Referral systems

41. Advertising
• Narrowly targeted
• 2-step – direct response
• Accountable
• Awareness for content

42. 7 Tips to Writing a Direct Response Letter
1. Curiosity-arousing headline
2. Identifying a problem or a need
3. Show that your service Is the solution
4. Stress benefits
5. Offer proof you can solve the problem
6. Invite them to take action
7. Give them a way to respond

43. Public Relations
• It’s about relationships
• Pitch, don’t release
• Monthly touch
• Use online press releases

44. Referrals
• Be more referable
• Target
• Educate
• Offers
• Follow-up

45. 6) Selling is a system too

46. Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Nurturing – Sales cycle
• Monthly touches
• Transaction – Same experience

47. 7) Live by the calendar

48. Live by the calendar
• Monthly themes
• Weekly actions
• Daily appointments

49. Questions?

50. About Moxie Marketing
Marketing with an Attitude for Small Business
• We help small business owners and service professionals realize their
business dreams
• Install small business marketing systems & equip your company with
great creative, tools and tactics.
– Strategy before tactics
• Powered by Duct Tape Marketing, Certified Consultant
• Simple, effective, affordable
– Collaborative Consulting
• Your Businesses Virtual Marketing Dept.
• Group Training

51. About Moxie Marketing
– Creative Services – Jolly Design
• Logos, business identity
• Marketing collateral
• Web Design
– Public Relations – Dave Manzer Creative Relations
– SEO, SEM
– Advertising & Copywriting
– Video & Direct Marketing
– Email Marketing

52. Services
• Core offering: Guided Marketing Program (One-
on-one) – Your Virtual Marketing Manager
• Marketing Training Camp
• Referral Engine Group Training
• Social Media Group Training
• Match experts and contractors to match the
client’s needs and budgets (writers, etc.)
• Services: Constant Contact, SEO, Pixability
Video Marketing

53. Worked With

54. Sample Current Clients

55. About Duct Tape Marketing
• Used worldwide by “Clever marketing ideas galore and
lots of contrarian thinking about
thousands of small what works and what doesn’t”
― Forbes magazine
business owners
• A system, not a plan
• Up to date marketing techniques
• Used by a network of more than 50 marketing
professionals worldwide
• Backed by companies such as Sage, Marketing
Plan Pro HP and Constant Contact

56. Rick L’Amie
• Web: www.getmoxiemarketing.com
• Blog: www.marketingwithmoxie.com
• Twitter: twitter.com/MoxieMarketing
• LinkedIn: www.linkedin.com/in/ricklamie
• Email: rick.lamie@getmoxiemarketing.com
• Phone: 512.814.MOXIE (6694)

57. Marketing Training Camp
Starts Mar. 29

58. Training Camp Schedule
• Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and
Dominate - Developing and Communicating Your Core Marketing Message
• Session 2 - Give Them an Image - Communicating the Complete Marketing Package
• Session 3 - A Marketing Kit That speaks to Each Prospect - Developing Marketing Materials That
Educate
• Session 4 - Marketing Story - Make Meaning By Telling Your Story & Case Studies &
Testimonials - Demonstrating Results Through Real Life Client Work
• Session 5 - Referral Marketing - Building a Systematic Referral Marketing Machine & Small
Business Advertising & Direct Mail - Every Sale Starts with a Lead
• Session 6 - Public Relations - Earned Media Attention and Expert Status & A Selling System -
Turn Prospects to Clients and Clients to Partners
• Session 7 – Social Media Marketing–Developing a Systematic Social Media Marketing System to
Enhance your Overall Marketing Efforts
• Session 8 – Marketing Automation – Creating Automated Drip Marketing Campaigns & Live by the
Calendar – Implementing a Step-by-Step, Calendar-Based Process to Keep Your Marketing Efforts
on Track.

59. Introducing Local Search Pro
A Five-Step Process for Dominating Your Local Search
Landscape
1. Make your web pages local friendly
2. Build out your local search profiles
3. Get proactive in the review game
4. Get listed, cited and mentioned
5. Spread the local social love
A online course that will deliver the exact hands-on information
you need in four very practical self-paced sessions delivered
over four weeks.

60. Social Media Pro Workshop –
Webinar Series
• Session One – Creating a Social Media Strategy
• Session Two – Optimizing Brand Assets
• Session Three – Blogging for Business
• Session Four – Social Networking and Networks
• Session Five – Managing the Beast

61. Referral Engine
Power Groups
• Pre-session – Introductions & sharing
• Week 1 - Overview, goal setting and system action plan for the
program
• Week 2 - Define target referral market and core referral message
• Week 3 - Create referral education and strategic partner plan
• Week 4 - Create referral marketing offers, tools and follow-up system