White Paper on Magic Marketing Solution - A Power Point Presentation Dr. Ifay Chang CEO/President IPO2U.COM, Inc. www.ipo2u.com firstname.lastname@example.org Client Confidential Magic Marketing Solution Recommendation of A Concept, Value Marketing, for Small Businesses Today and Tomorrow Understanding the Process of Marketing Definition The Basic Elements The Strategic and Tactic Changes in Planning and Implementation Understanding Strategic and Tactic Marketing Bottom-Up More Advantageous for Small Companies Telemarketing (Cold call) and Direct Marketing (Spam Mail) Characteristics, Pitfalls, Techniques and Conclusions Concept of Value Marketing, Demonstration of Magic Marketing Solution Mi-Card** As A Value Medium, Magic Comes from Values Magic Directory and Magic Icon: DBCC, NYMTC, i800-Health, Online Shopping Tactic and Strategic Thinking Behind ‘Magic Marketing Solution’ Application of Magic Marketing to Promotion of Online Shopping Creating Magic Information Card Building Online Shopping Business Community for Long term re;ationship Conclusions 1 **Mi-Card -- Magic Information Card, An Extremely Effective Marketing Medium with ClickCall Benefiting the Business Community Understanding The Processes of Marketing Definition of Marketing Find Out What Customers Want and Give It to Them - Tim Cohn Peter Drucker's Definition of Marketing:"Marketing and innovation are the two chief functions of business. You get paid for creating a customer, which is marketing. And you get paid for creating a new dimension of performance, which is innovation. Everything else is a cost center." A General Definition of Marketing: The act or process of buying and selling in a market. Another Marketing Definition: The commercial functions involved in transferring goods from producer to consumer. Process Related Definition: The Traditional 4P and Customer Services Marketing Is A Strategy. Strategy Is Not Just A Goal but A Guided Direction. Strategy Can Only Succeed with A Plan - Al Ries and Jack Trout Marketing Is Like A War. The Larger the Army and the More Supply, the Greater the Advantage to Win the War Unless Someone Uses A Brilliant Tactic to Win A Crucial Battle And Then Win the War. Finding the Right Tactic Is The Only Alternative A Cash Scarce Business Can Do To Fight A Marketing War - Ifay Chang 2 Understanding The Processes of Marketing Basic Elements Product, Price, Place (Distribution) and Promotion (Traditional 4P) Customer Services (Key Element for Keeping Customers/Market Share) Strategic Thinking, Segmenting the Markets (Businesses) and Targeting the People (Customers) Will Give You Competitive Advantages Analyze and Determine What Customers Needs and Wants Investigate the Business Environment and Plan How to Serve Customers Needs and Wants Satisfactorily and Profitably Develop A Plan with Products and Services to Sell at What Price Via Which Distribution Channel with What Promotion and Advertising Means Implement A Tactic Plan Consistent with the Strategic Plan 3 Top-Down Versus Bottom-Up of Development of Marketing Strategy and Plan (See Figure Later) Understandinging The Processes of Marketing The Strategic and Tactic Changes in Implementing A Marketing Plan Internet Is Challenging the Traditional Marketing Strategies Internet Is Increasing the Marketing Capabilities, Conceptually and Technologically The Changes Are in Specific Marketing Strategy and Tactics to Take to Implement the Strategy Development of Strategic Plan to Implementation of Tactic Plan Is Still the Same process but Faster Feedback and More Dynamic Correction with Internet Leveraging on Internet Enters in Both Strategic Plan and Tactic Implementation Telemarketing (Internet Assisted), Email Direct Marketing and Internet (Web) Marketing and Advertising Exploited Because of Low Cost Recognition of the Value of World Wide Web for Business Processes 4 Especially Marketing Internet Has Impact on Both Top-down and Bottom-up Approaches in Marketing Strategic and Tactic Marketing Top-Down Internally Oriented Aiming at Long Term Strategy Success Usually Trying to Change Tactics Environment to Fit Strategy Look for Confirmation through Marketing Research Marketing Plan It Is Generally Externally Oriented Better to Adopt Aiming at Short Term Success the Bottom-Up Going to the Market to Approach Find a Competitive Edge Especially for Strategy Coming back to HQ & Small Businesses Tactics Making Changes to Exploit the Edge Look for Information through Market 5 Bottom-Up Investigation Today’s Marketing & Advertising PR Through News Media, TV/Newspaper/Magazine Interview or Article Publications in Journals, White Paper, Product Brochures and Press Releases Seminar Presentations, Tradeshows and Networking Events TV, Radio and Print Advertising Brand Name and Product Promotion by Offering Free Samples or Gifts or Discount Coupons Web Site Marketing and Advertising Direct Marketing by Mail and Email Telemarketing Other Media Such As Bill Boards (Highway, Public Transportation, Public Space) Video/Audio Tape and CD For Small Businesses, Most Items above Are Not Affordable Due to Capital Constraints On the Other Hand, Any Business Big or Small Must Do Marketing to Succeed 6 Telemarketing and Direct Emailing Are Selected for Low Cost Not for Effectiveness Successes and Failures Good Ideas Sometimes Are Obvious Ideas; They Work but Can Be Easily Copied Tide:White, Cheer: Whiter Than White, Bold: Bright Until Unilever/Surf:2X Perfume Grabbed 12% of $3.5B Market Share Now Everyone Puts Perfume in (People Don’t Look at Clothes They Smell Them) Delta Airline’s Triple Mileage Successful but Soon Copied by Others Good Marketing Puts A Knife in the Competitor’s Back, Hard to Defend BurgerKing’s Broiled Not Fried Hamburger Ad, It Was Too Expensive for MacDonald to Change Domino’s 30min Guaranteed Home Delivery, Pizza Hut Can’t Match High Price Low Demand but Not Necessarily Low Profit Joy: The Costliest Perfume In The World More Dumb Ideas Came from Top Down Marketing Strategy GM Used the Same Body for All Mid-Size Cars, A Disaster Strategy Small Companies Have Advantages in Discovering Competitive Edge Kemmons Wilson Was Charged $2 Each for His 5 Children at A Motel That Gave Him the Idea of Building His First Holiday Inn, Kids Stay Free 7 In The Following, We Will Critique Two bad Marketing Methods and Recommend An Marketing Concept Especially Good for Small Businesses Called Value Marketing Telemarketing (Cold Call) and Direct Marketing (Spam Mail) Telemarketing (Cold Calls) Characteristics Limited Market Analysis and People Knowledge (Area Code) More Sales Oriented Than Promotion or Consulting (Little Value) Inexperienced Caller with Limited Product and Service Knowledge Random Selection of Numerous 15 Second Opening Lines Pitfalls Marketing Process Depersonalized Low Probability of Success ( P of Right Phone List x P of Right Person Answering Call x P of the Right Time to Call x P of Matched Interest in Product and Services = Small Number, Ps ) Must Offer Immediate Value Like Sales Discount and Promotional Gifts Unable to Engage in Broad Based Promotion or Positioning Under Tremendous Time Pressure to Conclude Pitch and Lead to 8 Transaction or Follow-Up Most of the Time Annoyed or Alienated the Big Number (1-Ps ), Gain One Customer by Killing One Hundred Prospects Telemarketing (Cold Call) and Direct Marketing (Spam Mail) Telemarketing (Cold Calls) Techniques (Skills) Recommended Consultative Selling Instead of Product selling to Offer Value to Clients, Focus on Clients, Finding Needs Before Selling. Be Extremely Knowledgeable about Products and Related Questions Follow A Framework: Opening, Client needs, Product Info/Positioning of Ideas, Listen and Resolve Objections, Closing and Set Up Action or Follow-up Critical Skills: Presence, Relating, Questioning, Listening, Positioning, Checking Use Open-ended Questions Not Yes or No Questions Do Homework, Set up Objective, Concentrate (100%) on the Call Conclusions Cold Call Is A Low Yield, Possibly Damaging, Marketing Method Telephone Is Still A useful Communication Device for Marketing and Sales but Need to Prime Prospects and Have the Right Real-time Environment, For 9 Example, Online Web Browsing and Shopping Search for Value Offering Marketing Methods, More Discussion to Follow Telemarketing (Cold Call) and Direct Marketing (Spam Mail) Direct Marketing (Spam Mails) Characteristics Large List with Little Knowledge of People or Business Profile (Zip Code) Fixed Message or Canned Pitch Reply Not Accepted for Fear of Spam Backfire (Receives Million Returns) Evolving Into Email Newsletter Trying to Add Content Value Pitfalls Low Probability of Success ( P of Right Email List x P of Right Person Receiving Mail x P of Not Being Deleted x P of Matched Interest in Product and Services = A Very Small Number, Ps ) Can Not Offer Instant Contact When A Potential Customer Is Reached. No Way to Predict When Customer Will Contact Through What Means to Follow Up. Most of the Time the Email Is Deleted Creating A Bad Name among the Big 10 Number (1-Ps ) Telemarketing (Cold call) and Direct Marketing (Spam Mail) Direct Marketing (Spam Mails) Techniques (Tips) Use Personal Name and Meaningful Subject Title to Avoid Filter Use Automated Emailing Tool with Rich Library and Framing Function Imbed Interesting and Relevant Links (More Info Value) Develop and Use Opt-in Mailing List Per Product Category Use Credible Referrals and Short-to-the Point Writing Schedule Timely Follow-Up Calls or Appointments Conclusions Client Only Desires Content with Significant Value Action and Follow Up Difficult to Arrange and Expect by Mail Hot Leads May Turn Cold Since Mail Is Not Real-time Interactive Should Explore Multimedia Information Rich Medium with Hyperlink if Possible, For Example, CD (Better Yet Mi-Card See Discussion Later) 11 Concept of Value Marketing What Is Value Marketing Offer Value to Prospects During Marketing Process Whenever Possible Leverage on Existing Values to Maximize on ‘Value’ & Minimize Cost Take Advantage of Collective or Alliance Marketing to Share Cost Understand Prospects Values, Discover Competitive Edges & Formulate Tactics Take the Bottom-Up Approach to Build A Marketing Plan around the Tactics Articulate the Key Differentiation and the Values Offered The Initial Value Doesn’t Have to Be from Your Products Launch the Tactic, Follow the Marketing Plan and Win the War Examples of Value Marketing, Newsletter, Seminar,... Mi-Card Value Marketing Can Be Leveraged in A Collective way for Small and Medium Businesses (See Magic Marketing Solution Components) 12 Takes ‘Little’ Money to Make ‘Big’ Impact and Receive ‘Continuous’ Return Offers ‘Great’ Value to Create Magic and Receive ‘Valuable’ Customers Magic Marketing Solution - Value Marketing - What Is Magic Marketing Solution? A Suite of Valuable Components Forms the Magic Marketing Solution Magic Directory with ClickCall Features - A Big Value for Business Community Magic Information Card (Mi-Card) with Multimedia & Interactive Communication to Convey Values, Products and Services Web Call Icon, Symbol of ClickCall Function for Every Web Page Application Examples As References for Magic Directory, Magic icon and Magic Information Card, Mi-Card, the Best Value Marketing Medium Downtown Business Calling Card NY Metropolitan Transportation Council Report MWSearch E-Directory for Health MWS Online Shopping Mart Demonstration of Value Marketing in Action (A Demo) DBCC Demo, 50 MB Multimedia Rich Content, City History, Architecture, Panoramic City Scenery, Transportation Maps, 9-11 Memorial Poems, Songs 13 and Web Sites, Utility Tools Including DBCC Directories DBCC Directory I (Restaurants and Shops) and II (Businesses), i800 Directory for Health Apply Magic Marketing Solution to Online Shopping Bottom-Up Tactic Marketing You Got the Stores/Products/Services, You Offer Discounts/Coupons/Sales, How Do You Get Customers to Buy Online? Understand Customers Values - Want To Make Informed Purchasing Decisions in a No-Hassle Way (Valuable Content, Utility Tools and Convenience) Use Web Call Icon to Provide Such Values and as A Convenience Tool Add True ClickCall Value to Directory with Clear Advantages Over Yellow Pages and Other On-line Directory to Get Shoppers to Use the Magic Directory, in Turn Engage Online Shopping Distribute Magic Information Card with Lots of Values, Multimedia & Interactive Communication, and Persistent Links and Future Hooks to Retain Customers Market Collectively Magic Marketing Solution Offers Value Marketing, The Magic Comes from Values. Collectively, More Values Can Be Offered hence More Magic Performed Place to Market (Distribution) 14 Magic Information Card Creates Its Own Medium and Can Work Persistently and Synergistically with Business Web Sites to Maintain and Update Values and Draw Customers Creating Magic Information Card for Online Shopping Mart Bottom-Up Tactic Marketing Online Shopping Mart vs Shopping Mall and Retail Stores There Are Clear Advantages in Shopping Online But the Messages Are Not Yet Well Accepted by Consumers. A Culture of Online Shopping Need to Be Cultivated and This Can Be Done through Value Marketing Using the Inexpensive Magic Information Card. Magic Information Card Design and Production Are Similar to Web or CD Development. ClickCall and Other Mature Utilities Can Be Easily Integrated to Support a Online Shopping Business Community and Its Continuing Growth. The MWS Online Shopping Mart and Its Value Content (A.R.T. of Online Shopping), for example, Can Be Included in the Mi-Card for Wide Distribution. Cost Effectiveness with Magic Information Card Offering Value Marketing Significantly inexpensive Compared to TV, Radio, and Print Media More Effective with Interactive Marketing and Persistent reach to Customers 15 Conclusions Magic Marketing Is An Innovative Solution with Effective Media and Components, Priced Extremely Competitive and Advantageous Over Any Other Marketing Solution. Magic Marketing Is Synergistic with Business Web Sites Hence Can Leverage the Internet Value. (ClikcCall Directories, Persistent Links and Utility Values) Many Existing Values Perceived by Customers Can Be Easily integrated into a Concept Offering (For Example, Contents, Directories and Merchant Offerings for Promoting The MWS Online Shopping Mart Collectively) It’s Simple to Implement, Low Budget, Tractable (via Online Interaction) and Continuous and Persistent in Building a Long Term Customer Relationship Recognizing the Magic Marketing Solutions Are Building and Binding Business Communities Where Merchants Can Market Their Products and Services Cost Effectively and Customers Can Have Value and Convenience to Perform Informed Purchasing Decisions. in The Present Hard Time, the Magic Marketing Solution Is a Survival Solution for All Businesses. Do Browse the Pages Which Describe the Magic Marketing in Action for MWS Online 16 Shopping Mart, Click here.
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