Daily Agenda:
Day 1
- Introduction
- Developing a Brand
- Image Policy
- Company Unique Selling Proposition – determining your message
- Company Theme and Jingle
- Operating Excellence as it relates to a brand
- Developing a Business Model for the Company around Marketing
- Developing a Marketing Plan with Brand in Mind
- Choosing your market segments for growth, mix and profitability
- Proper pricing & mix management by market segment for the company
- Developing a sales forecast for marketing to support
- Target Marketing in your Business
- Developing the Maximum Gross Profit Dollars per Man-Day
- Operational Marketing
- Business Processes & Marketing to improve profitability
- Forms, Materials and Collateral Literature
- Internal Marketing and Communications
- Employee Communications, rewards, and internal promotions
Day 2
- External Marketing & Advertising
- Media Planning
- Medium Choices
- Strengths & Weaknesses by medium & local market
- Advertising Calendar and Layout for the company
- Sales Promotions integrated with Marketing
- Working with vendors
- Developing a Lead Budget – Weekly & Monthly
- Developing a Lead Tracking System
- Choosing your Mediums properly
Day 3
- Creating Great Ads, creative, and Marketing Creative
- The Company Marketing Materials – making them effective
- Direct Marketing – Do’s and Don’ts
- Sales Process as it Relates to Marketing
- Service Technician Education / Selling Processes & Steps
- Technician Lead Generation Processes
- Review of all Support Materials
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Each company will walk away with a defined marketing plan, and the example marketing materials designed to execute the plan. |
