We spent the day on:

1. Web Content
2. Sales Tools
3. Sales Channel Alignment
4. Revenue Grow
5. Awareness & Positioning
6. Customer Retention
7. Impact on Business Metrics
8. Return on Marketing Assets
9. Product Profitability

As I went through the 2nd day I kept realizing the impact a small business can have in a niche market. The advice given was all excellent and fit the target audience well. However, this is where I really started seeing the difference between the Duct Tape Marketing program and Pragmatic Marketing. As an example, they went about the task of trying to convince people the need for blogs and effective web communication, we at DTM simply state that it really is practically a requirement to do it and dive into showing you how to do it. There are other examples as well but the tagline of simple, practical and affordab3e really strikes me here.

However, the people in the seminar were not DTM’s audience they were Pragmatic’s. For these people, the message was appropriate. Small business is typically not discussing market segmentation and sales channel alignment or should they? As you look through the outline above I believe that these are all important issues to every small business but it must be  shown to them on a much different level. Small business requires a much more tactical approach and large business wants to see the "big picture" first. I did enjoy being re-introduced to that side of the equation but must admit that the tactical side is what drives me.

It’s nice to be back to my world? A quick post from SCHLO where he re-blogged about "The Advantage of Being Small." How timely!

The Duct Tape Marketing® EXCELerator Program is specifically designed for  entrepreneurs and business owners that want to take their revenues to the next level as soon as possible, but don’t have an in-house marketing department to help make that happen.The Duct Tape Marketing® EXCELerator Program is designed to fulfill all the needs you require from a part-time marketing department.

Personal access to leading North American small-business experts

Who has time to read every leading marketing book out there?  Now you don’t have to.  As your part-time marketing department, we have access to leading experts and can give you an opportunity to hear what they have to say LIVE as well ask them questions.  You will be kept abreast of these additio nal sessions and just like your ongoing monthly program.

You can invite your employees, partners, or spouse to join in on the call.

Calls are recorded so that you can download and listen to them at your convenience.

Past, experts have included:

• Michael Gerber
• Guy Kowasaki
• Stephen Covey
• Tim Ferris
• Michael Port
• John Batelle
• David Mearman Scott
• David Allen

Technorati Tags: Marketing Excelerator ,Duct Tape Marketing ,Markting Excel-erator ,Marketing Accelerator ,Manufacturer Marketing ,Marketing Coach

We spent the day on:

1. Management Goals
2. Inbound Product & Market Data
3. Audience Persona Profiles
4. Target Audience & Segmentation
5. Messaging & Programs Strategy
6. Selling & Buying Process
7. Marketing Assets & Liabilities
8. Marketing Plan

As I reviewed my first day, the list above me reminded very much of what we go through in our Duct Tape Marketing programs:

1. Strategy before Tactics
2. Target Market
3. Ideal Customer
4. Core Message

Though I think their words ring a little more true with their target market, I believe that the message is very similar to ours. But let me tell you first who I am in the room with:

1. Technology Customers
2. Companies with 200+ employees
3. Product Marketing Managers

When I review who Pragmatic Marketing says they are: "Experts in technology product management and product marketing," I believe they have done a good job in capturing their target audience.

Ok, so what did I learn.

1. I learned that the core messaging for strategy is very much the same for small and large companies. They may have many more segments but may end up being less defined as a result. This to me presents a huge advantage for small business. The more we move to our niche the more we can dominate. We have a great opportunity to develop a message, expertise and relationship with our prospects(customers). However, there are companies doing it very well with customer-focus groups and other tools that were discussed, small companies still have to earn the relationship.
2. Win/loss analysis : We simple do not spend enough time looking at why we won and even more why we lost. Especially important is finding out the reasons behind losses. Something other than price, delivery, etc. A trick mentioned is make sure this is not part of the sales process or using  someone that was part of the sales process to get the answers.
3. Get out from behind our desk and with customers. I think that is more of a problem with largest companies but it still holds true with many small companies that are product driven. Seldom can you maintain a competitive advantage by product alone, huh?
4. The personas, ideal client was rather a lengthy discussion and very useful. But honestly, was amazed that we were having this discussion base on the individuals that were attending the meeting. I felt this would completely understood and old news to these companies and it was not. However, what it showed me was how all this data is available at a rather inexpensive price for most of us and our ability to use such data to our advantage.
5. List Marketing : This was the terminology that was used to describe the marketing function. It is one that I struggle with on a daily basis in explaining what I do because I believe that is how most look at marketing. What event, ad, paper written, article published is how marketing is measured.  I believe that is the fault of us marketers though. We seldom work with clients basing performance on drivers. Typically, it is always and end result with a checklist on what we are going to do. John Jantsch told me once to work through the process with a customer and they will end up with a system without even knowing it. Selling a system is tough! Should I re-think my strategies?

As you may know I have partnered with Palo Alto Software to produce a marketing planning software based on my Duct Tape Marketing System and book. The software is very practical and functions more like an action planning tool than a document creation tool. It is called Marketing Plan Pro powered by Duct Tape Marketing and early reviews have all been very positive.

I’malso a fan of ACT CRM software from Sage. There are lots of choices in this category these days but ACT!2009 is still one of my favorites for small businesses.

So,have I got a deal for you! Palo Alto has bundled these two great titles and is offering the bundle at $150 off the price to acquire the two separately.

Sorry for the overtly commercial message here, but I just had to share this with you.

Buy Marketing Plan Pro and ACT!2009 for $150 off

Technorati Tags: Marketing Plan Pro,Duct Tape Marketing,ACT,Sage,CRM,Contact Manager

The Duct Tape Marketing® EXCELerator Program is specifically designed for entrepreneurs and business owners that want to take their revenues to the next level as soon as possible, but don’t have an in-house marketing department to help make that happen.The Duct Tape Marketing® EXCELerator Program is designed to fulfill all the needs you require from a part-time marketing department.

Annual enrollment in the Duct Tape University.

You want to get the step-by-step process to set up a referral program?
Perhaps you would like to learn more about online marketing?

The Duct Tape University is an online learning Center chart bowl of marketing classes and workbooks to help you build and execute the perfect marketing system.

Think about it:
    No more searching all over the Internet for marketing how-to courses.
    No more purchasing marketing courses for additional fees.
    Now you can learn at your own speed, any time, space-space Day or night.

Sample courses in the Duct Tape University:
    Referral flood marketing -space how to create a flood of new business without spending one dime on advertising.
    Blog lightning space-space, how to create and promote your small business blog in a flash, a step-by-step blogging success to a role.

…  And much, much more!

Tim Berry of Palo Alto Software(Marketing Plan Pro ) did this on target marketing!  I am a big fan of Tim’s and encourage you to take a look!

The Duct Tape Marketing® EXCELerator Program is specifically designed for entrepreneurs and business owners that want to take their revenues to the next level as soon as possible, but don’t have an in-house marketing department to help make that happen.The Duct Tape Marketing® EXCELerator Program is designed to fulfill all the needs you require from a part-time marketing department.

Part 3 of 5:

Your own authorized Duct Tape Marketing Coach

The key to the success of the Duct Tape Marketing Excelerator program is the access you receive to a marketing professional, has received extensive training in the application of the duct tape marketing system.  Your part-time marketing professional will provide you with the advice you need, when you need it.

Unlimited e-mail support -you have a question or want to get input from a marketing professional?  Simply e-mail your marketing coach.  Now you can get the feedback you need, quickly and guilt free.

Quarterly one-on-one sessions-in person or over the phone-once per quarter , you can and should schedule a one-hour meeting to sit down with your coach to reviews those areas you’re struggling with on your marketing.  These are great opportunities for you to not only get the ongoing input into your marketing that you need, but also to hold yourself accountable to your marketing commitments.

Special rate for additional one-on-one support -as is typical part-time help, there are times of the year when you may require additional assistance.  That is why all duct tape marketing Excelerator clients receive a special contract rate of additional hours.  You can receive the additional help, you need from your Duct Tape Marketing Coach, time permitting, at the special rate.

The first place, we need to start is what is Kaizan? It is the Japanese word for continuous improvement, it’s all about idea submission, not acceptance. Kaizan has three steps: first, create a standard.  Second, follow it.  Third, find a better way.  So now that we’ve mapped our current and future  states, we must start implementing.  So we’ve created the plans therefore creating a standard.  Standards will make life easier, they will create real and lasting value. But for any standard to work, it must be clearly identified and people must be trained in this method. After all, this is in place, we will then continuously look for better ways to do it.  And in true lean fashion, you must realize that the work is never done it is continuously improving.

Without understanding this step in the process, people become confused with what planning and standards are meant to be. Standards are not control mechanisms. They’re not stopping you from being creative. A true standard is actually the direct opposite. Standards and plans are dynamic. A standard lets you know were problem is quicker, where to begin a search for solutions, and prevents you from making the same mistake twice. Continuous improvement cannot happen without a standard. And continuous improvement in any part of the organization is the only true advantage that you have as a company.

So you tell me, is you marketing giving you a sustainable advantage over your competition?

1. Seth Godin -
2. Chris Brogan -
3. John Jantsch(Duct Tape Marketing)
4. David Meerman Scott(Web Ink Now)

The title of this blog is "What a Small World we live in!" And the point is as of 12 months ago, I was blogging a little and just taping into the social media. Signed up on Facebook and LinkedIn but really did not know what to do with  it. Now, as a I review the list to the right I am directly connected to 3 people on this list and loosely connected to 4 others. As a result, I have 2nd degree connections to over 2 million people.

Well, we know that is not quite true, but it does show you the power of Social Media and where it is going. Lorraine and Kyle have not been at this for that much longer then me and Lorraine just re-did her website to a wordpress blogsite this year. They have an advantage being in Indianapolis and the proliferation of Smaller Indiana this past year. But they also took advantage of it!

I encourage you to not get left behind, and particularly in Fort Wayne. Step up and make RainFortWayne a site that people visit to get connected!

P.S. Start blogging!

This is the step typically everyone wants to jump to immediately. It is much like project management and thinking that it is just about scheduling. As a result it is the most abused and where most of the waste occurs in a process. We make plans and instead of having a sound basis, we use instincts and tools that are not directed and often based on what I call "The Deal of the week."

An example being, is the practice of placing advertising to reach a mass audience. The thought process is that not only do I reach my core constituency but also others. Forget it, that simply is not going to happen. Do the math! Take your core constituency and divide that by the Ad dollars spent. Send a message to only your core constituency. Now, is the Ad dollars well spent? Can you do it more effectively through another media?

Using your current state map, where would you like to be and realistically what time frame can you do that in?  Map the tactics that you need to use to fulfill the Metrics you developed. Take one Metric, that you have mapped in your current state and create a future state map on what is needed to be accomplished through not just the Lean Generation process but also the Lead Conversion stage. Take it all the way to finished product if possible. Then go back and remove any waste in the process. I challenged you to just try this on one metric and see how it would look ideally. Now set your timeline on what is achievable. Use this exercise and you can start understanding Value Stream Mapping much better.  Are your processes getting leaner?