planning for success: or how i learned to stop worrying and love the marketing experience

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Planning for Success Or How I Learned to Stop Worrying and Love the Marketing Experience Technology Workshop for Artists and Arts Organizations November 14, 2009 Keven Elliff Windridge Solutions www.kevenelliff.com [email protected]

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Presentation on the basic steps needed to develop an integrated marketing plan. The presentation was given to artists and arts organizations, but is broadly applicable to other industry segments.

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Planning for Success Or How I Learned to Stop Worrying and

Love the Marketing Experience

Technology Workshop for Artists and Arts OrganizationsNovember 14, 2009

Keven ElliffWindridge Solutionswww.kevenelliff.com

[email protected]

In 45 Minutes

Take your SEO-optimized website (Thanks, Mark) and build a comprehensive marketing and business experience around it.

Our goal: leverage your time – keep you focused on your mission or product.

DISCLAIMER

Time is Short…Avoiding Nuance at ALL Costs!

Are You Running a Business?If so, then give yourself a chance to succeed:

Develop a basic (or detailed) business planMake sure it includes a marketing plan

Invest Now for Long-term SuccessGetting started with business and marketing

plans will help you save money and time.Plans help you to be READY to make issues

opportunities instead of problems.

Plan could be 5 pages, or 50.

Key Elements of a Biz PlanExecutive Summary (cocktail party pitch – your

narrative)“Company” Description (how you started,

where you’ve been, where you want to be)Describe your unique service (what is ‘your’ art

about – focus – think from the buyer’s perspective)

Your vision, and mission (be strategic – be different – look ahead 1-3-5 years)

DifferentiationMost overlooked element of business plans.What makes you unique?Don’t guess – ask.

Think you are not different? You’re not trying hard enough.

Have a Vision and MissionWhy the heck are you doing this?Imagine your art or organization is a

MOVEMENT…What does it stand for?What will you do and achieve?Look ahead 1-3-5 years

The Marketing Plan

The Marketing PlanKnow your situation

Market Summary (who’s out there, what do they like, what do they buy)

SWOT (your business’s strengths, weaknesses, opportunities, threats)

Critical issues (trends, personal issues, $$, etc)

The Marketing PlanKnow what you’re shooting for

Link to MissionBusiness Goals

(sales, representation, etc)Strategic Goals

(narrative, profile, buzz, positioning, etc)

The Marketing PlanWhat makes you special?

What is your story…What is your brand…What is your narrative…

…begin to think of yourself as a magazine

The Marketing PlanObjectives

Tie in to vision/mission, 1-3-5SMART (specific, measurable, actionable,

realistic, time-based)Mix achievable with aspirationalExamples: Money, Media, Market awareness

The Marketing PlanCore Strategies

Remember the magazine…Tell stories. Tell YOUR stories…

You Need Lead GenerationEyeballs. Readers. Viewers.You need to convert them to buyers.

Know your customers. Who are they? What do they need?

Work Inside Out…and Vice VersaStart close-in: the strongest parts of your

network

Core

What do you need to convert circles 1, 2, 3, 4, 5?

Make sure each circle can help the next

Make The Web Your Hub

Your BrandYour

NarrativeYour GalleryYour Store

Your Home

WEBSITE/BLOG

Now Add the Spokes

Twitter

Facebook

Media

GalleryYouTube

WEBSITE

Meet leads where THEY are…these are OUTPOSTS.

Match stories to the appropriate outpost.

Email

Tell Stories in the Hub and SpokesRemember that you are a magazine

Marketing/Editorial CalendarPlan your narrative arcPlan your publishingPlan your social media postingPersist. Persist. Persist.

Be RealisticUnderstand expenses and finance.

Spend where you’ll get the most beneiftUnderstand return on investment

Web vs. social media vs. brochures vs. a party Make sure you have what you need to get

things done.Key advisors, software, web services

Some Final Thoughts…Don’t look ahead, look backward “we were

successful because” Be consistent with your narrative Discipline – be ready to say “not at this time”Leverage whenever possible