AENC Marketing & Communications Conference - November 20, 2015

1. Winning the Game of Marketing…
When the Rules are Always Changing!
Sheila Neisler
November 20, 2015

3. It’s Called
The Times
Square Effect

4. Your Members
Sees More Than
16,000
Branding Messages
Every Single Day!
65% Ad had little or no
value
60% Annoyed
by ads

5. 95% of people who “like” a Facebook page . . .
never go back to the page

6. 5,000,000 YouTube Videos
600 Media Stories
Overall Sales Dropped 3.1%
With In-Store Display Support: Sales Increased 300%
Anna Kendrick
New Castle Brown Ale

7. “Bots” Can’t Buy:
You are paying for impressions . . .
And paying (and paying) for no results
50% of
impressions were
“bots”
98% of impressions
were “bots”
Your “true” target
market?

9. SALES STATISTICS
80% of Sales are made after
5 - 12 Contacts
Only 10% of Sales People
Make more than
3 Contacts
HOW DO YOU KEEP “THE CONVERSATION”
GOING?

10. Your Success
It comes down to only
ONE
Question?

11. Who is your best customer? Why did they buy from you?
(Simon Sinek)
Who is your best prospect? Why would they
want to buy from you?
Where are they looking
for your service?
When are they looking
for your service?
Where do they work / live? Who is in their “Pack?”
How are you communicating with them? How often?
What’s In It For Your Customers

12. Win the game of marketing:
Create your own rules
360° Marketing
Approach
Reverse Sales &
Marketing Funnel

13. Traditional Sales Funnel

14. People who drink wine
People who drink wine as a special event
People who chose wine based upon its appellation / label
People who think there’s a price/taste correlation
People who shop at chain grocery stores
People who are sophisticated wine drinkers
Barefoot Wine: Before
Marketing: Expensive relationships with wine distributors &
grocery store executives (including slotting fees)
paid print, tv & radio ads

15. Marketing: Distinctive Label / In-person calls to entire distribution chain /
Point of service relationships with women /
Worthy Cause Marketing
Women 35-40 who drink wine during the week
Women 35-40 who want “No Wine Surprises”
Women 35-40 who want a value-priced wine
Women 35-40 who drink wine and shop at grocery stores
Women 35-40 who have young children
Women 35-40 who are intimidated by wine choices
Barefoot Wine: After

16. Went from Laundry room to Boardroom
of Ernest & Julio Gallo
Sold 529,000 cases annually
#1 Wine brand in the world
New York Times Best Selling Authors
Changed Cause Marketing Execution
NO MONEY spent on through traditional advertising channels
Barefoot Wine: Outcome

17. Six characteristics about your target market and
how your differentiators can meet them at their needs
(why they are a warm lead and NOT a warm body)
1.
2.
3.
4.
5.
6.
Create your marketing strategy around your target market

20. Outside - in person sales calls
("You're In Sales: Get Over It!")
Hewlett Packard

22. Cause marketing is a partnership between a
nonprofit and a for-profit for mutual profit.
Joe Waters
+ =
17% in new cardholders
28% in number of
transactions

23. Cause Marketing:
‘Cause it’s not only the right thing,
it’s also the smart thing to do*
19% Increase In Sales
89% Would switch brands ~ 61% Will try a new brand
42% Will spend MORE
61% Want companies to tell their Cause story better
55% of millennials will decide where they work based upon a company cause
Your Customers . . .
93% Want to know what Causes You Support
54% Will support a relevant Cause
61% Want a long-term Cause Commitment
53% Want to engage with a Cause (purchase)
Cause marketing:
When using business brands and business bucks,
you deserve a business benefit.
Sheila Neisler

25. In the
evening:
“4H Club:”
Home
Healthcare
Happy
Hour!

28. Just because it’s “new” to you,
Doesn’t mean it’s “news” to anyone else!
Editorial or 3rd
party mention has a
40% premium value
over paid advertising

29. Target
Message
Traditional Media
Sphere of Influence
Social Media
1. Craft message relevant to the audience
2. Distribute content in 3 waves to maximize exposure (extend runway)
3. First wave: Traditional media - individualized contact to further rapport with reporter
4. Follow-up with personal calls about further information or questions
5. Send personal emails to Spheres of Influence (SOI) in membership or professional organizations
6. Post on appropriate social media channels / SOI newsletters

31. A “Wicked” Good Idea

36. Month Money Time
Sales Goals
Investment
Sales / Contact
Feet On The
Street
Paid Advertising
Cause Marketing
Market Makers
Speaking Gigs
Earned Media
Collateral
Customer
Engagement
Special Events
Direct Mail
POS / POP
Social Media
Media Releases - what's new is not always "what's news"
"Print is NOT Dead" - corporate branding
Sheila Neisler
704-965-4249
sheila@greatideas-greaterresults.com
What are your sales goals?
What is your APR (Activity / Productivity / Results) to achieve your goals? What is your
marketing investment to reach you goals?
What does your sales cycle look like? How do your clients decide to do
business with you? Why did they choose you?
Outside - in person sales calls - networking events
("You're In Sales: Get Over It!")
Define Your Target Market
Client events, appreciation/welcome gifts, sampling, loyalty cards
Trade shows, community events & activites
Mailing to both clients and prospects
In-store / 4-walls marketing
(most neglected - or abused piece of real estate)
There's a reason they call it "social"
Notes
Any promotion paid to a 3rd party distribution channel: TV / Radio / Print
/ Billboards / "Promoted Posts" on Social
Partnering with a NFP for a Win/Win/Win
Aligning with cooperative/non-competitive companies which serve your
specific market - not necessarily a leads club
Outside groups where you can be positioned as the expert

37. Are you in business . . . or in busyness?

38. Sheila Neisler
Catalyst – A Marketing Company
401 North Tryon Street, Ste. 1028
Charlotte, NC 28802
704-965-4249
catalystsheila@gmail.com / CatalystGetsResults.com
Workshops & Presentations
Marketing Strategy & Execution