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Marketing & Lead Generation Practices

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

None scheduled at this time

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