Marketing Concepts - What is Marketing, a Model, Branding, and a Plan

In this video we overview the process of marketing in a service business. From the very definition of what marketing is in its simplest terms, to defining how branding strategy is different than lead generation. We also explore the basic fit of marketing as it relates to a business plan, and the elements and fundamentals to get your firm in the best possible position to compete and generate leads. We discuss a general budget for marketing expenditures and we talk through the BIG IDEAS in marketing that can focus your energies and resources. This is a starting point video setting up the remaining practices to generate leads and maximize your marketing return on investment.

Run Time: 23:28

Marketing & Leads - The Brand Promise - What Is It and Why Is it Important?

In this video we review the concept of a brand promise, describing what a brand promise is and why it becomes important to a company developing their marketing strategies. We delve into the concept of sample promises, and how they affect consumers as well as the ability to advertise and deliver on that idea. It is important for all companies to have a strong brand promise, then live up to the idea by operationally matching those principles.

Run Time: 14:05

The Marketing Model - Disciplines in Aligning Goals with a Marketing Model

In this video we review the concept of using a marketing model to improve your discipline and ensure marketing success. We all want to achieve our marketing and sales goals but few use a model to make certain the choices we make fit our strategy and marketing goals. Most companies shoot from the hip when it comes to marketing and promotions, or worse yet don't try promotions for fear of costs or negative profitability. By utilizing a marketing model, a company can be certain the correct questions have been asked and answered and it can be confident that the type of medium picked will function as desired. Results are always a variable, but what is not is the brand impressions and the idea that having a focused approach to choosing your advertising plan will give you better odds at having success towards your goals. There are many models and we take you through a successful approach.

Run Time: 30:50

Overview Slides of Marketing Ideas

Utilize these slides, along with the marketing plan, as a planning tool to identify your specific marketing needs within your company. A deep dive yearly review of the big ideas -- why we do certain practices and marketing processes -- is always an effective method to determining your yearly, monthly and weekly lead plan.

36 Page Document

The Marketing Model

Use this document to develop your marketing model. Establish the process for the demographics and lifestyles ("psychographics") in order to develop a campaign.

Marketing Model Examples

Target marketing requires a model - questions that need to be answered and offers that tie-in to a marketing funnel. This document shares some examples of what can be a campaign for a funnel.