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© Günter Umbach www.umbachpartner.com 1
The Logical Steps
Succeeding with Know-how:
Making Marketing Work For You
Marketing-Strategy-Ubud-Gunter-Umbach
Marketing Strategy

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© Günter Umbach www.umbachpartner.com 2
Opportunities

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Your Input

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© Günter Umbach www.umbachpartner.com 4
Story

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© Günter Umbach www.umbachpartner.com 5
Positive attitude
High commitment
Results orientation
Success Factors

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Prescription for Success
It's not important how much
you know, but how much
you actually implement
Knowing Going
…

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Transparent process with a series
of logical steps
Facilitating a consistent approach
Blueprint

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Adapt and fine-tune

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Success in the Market
Win and keep
customers

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© Günter Umbach www.umbachpartner.com 10
Business Outcome
● Market share
● Revenue ("Sales")
● Cash flow ("Profit)"

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© Günter Umbach www.umbachpartner.com 11
Money follows,
it does not lead

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© Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12
Identify market and target group
Analysis
Stakeholder Mapping

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© Günter Umbach www.umbachpartner.com 13
Targeting
Common mistake:
Focusing on the wrong target group
and chasing poor prospects

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© Günter Umbach www.umbachpartner.com 14
Target Group
“Our offer can save $ 800 000 in
your employee benefits package
(which is part of your employee
total compensation package)”
Human resource people: Ø
Chief Financial Officer: “Let’s talk”
Based on as true story told by Jill Konrath

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© Günter Umbach www.umbachpartner.com 15
Burning Problems
or "Paint Points"
Think Unmet Needs
Discover the customer's
real reasons

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© Günter Umbach www.umbachpartner.com 16
There must be a good fit
between what your customer
wants (or needs) and the
stuff you offer

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© Günter Umbach www.umbachpartner.com 17
No perceived
problem
You cannot
offer a solution

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18
Concise Short and to the point
Easily understandable
Endorsed by reliable sources
Repeated in a uniform way
Clear
Credible
Consistent
Something your Customers Care about
...
?
A powerful key message

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© Günter Umbach www.umbachpartner.com 19
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
A Powerful Message

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© Günter Umbach www.umbachpartner.com 20
ether gold
Attention
More
volatile
than
More
precious
than

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© Günter Umbach www.umbachpartner.com 21
Make the viewer
curious and
interested
First Step

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© Günter Umbach www.umbachpartner.com 22
Visibility is the
name of the game

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© Günter Umbach www.umbachpartner.com 23
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•

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© Günter Umbach www.umbachpartner.com 24
Message
Nice attributes Solution
Impact
1
4
Problem

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© Günter Umbach www.umbachpartner.com 25
What's-In-It-For-Me?
The Value You Provide

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© Günter Umbach www.umbachpartner.com 26
A Powerful Message
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•

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© Günter Umbach www.umbachpartner.com 27
Unique Selling Proposition (USP)
Competitive Advantage
Deliver unique value
- Expertise
- Speed
- …

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
"Becoming a Category of One"
Joe Calloway

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© Günter Umbach www.umbachpartner.com 29
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•

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© Günter Umbach www.umbachpartner.com 30
• Pilot study results
• Expert quotes
• Market numbers
• Human interest stories
• …
Validation

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© Günter Umbach www.umbachpartner.com 31
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action•

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© Günter Umbach www.umbachpartner.com 32
Ask for Action
CTA = Call to Action
What do you want
people to do?

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© Günter Umbach www.umbachpartner.com 33
Engage

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
You want to make your brand
an object of interest

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35
Make Products Come Alive
To the rational aspect of the brain
you must add the emotional dimension
Feelings: Trust, Confidence …

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37
Brand vocabulary
Core messages
Modes of Expression
Verbal = Language

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38
•
•
•
•
Dictionary
The most important words
Forge your own identity
with the right vocabulary

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39
Zarathustra
Speak the truth, but
speak it pleasantly

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40
Words with
Positive interpretations
Optimistic connotations

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41
Staying healthy
at 50 plus
Fighting disease
in old age
- +
Campaign advocating
prevention measures for senior citizens

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42
Summary
Conclusions
Lessons learned
Results
Use Attractive Headlines
Analysis-





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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43
Even
Core Messages
Uneven
3__
Number of Bullet Points

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44
Modes of Expression
Numerical

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
911Sports car
French Perfume N°5
380European Airplane
US Airplane 747

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46
Easy legibility
Proven layout
Compelling images
Modes of Expression
Visual

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Font Size
Charts
Typography
> 30 pt

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com
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Layout
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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49
The Testing Cycle
Test
Adjust
Draft

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50
Work on content
before you worry
about the delivery
Content Marketing
A channel is
only as good
as its content

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51
Choose the communication paths
that your target audience prefers
Start a dialogue with your clients
Multi Channel Management

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52
Events
Networking
Influencers / Word of Mouth
Website: Great content, SEO
Newsletter / Blog
Audio / Podcast
Online Videos
Social Media: Facebook, Twitter, …
…
Channels

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53
- HTML-Text on Website
- PDF Version
- YouTube Video
- Audio / Podcast
Personal Example ("Blog")
Content
"Teaser" and Link to website
1500 subscribers of free newsletter

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54
Good Clients
receive the
following privileges
…

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55
Get out and do it
The Big Secrets
Get advice

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56
Wake Up
Morning
Make every day count
Alert
Act

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57
Even you will not know until
you spread your wings
Rise to New Heights
No one can
predict to what
heights you
can soar

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 58
Free Tips and Ideas
www.umbachpartner.com

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59
Clickthrough
Rate
The Clickthrough Rate is the percentage of people
searching who actually click. If 100 people search,
and one person clicks through: 1% Clickthrough Rate
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Gogle Ads
Popular Ethernet Terms
3 Page Guide - Free PDF Download
Complex Words - Simple Definitions
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Popular Ethernet Terms
Complex Words - Simple Definitions
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0.1%
3.6%

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 60
established
well-known
modern classic
old
- +

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61
disappointing informative
instructive
insightful
- +