emm 7 class seven promotion - Entrepreneurial Marketing emm...

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Entrepreneurial Marketing emm 7 Sales Promotion
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Topics lecture/discussion …more on entrepreneurs, Kleiner’s laws ETHICS Marketing Enabled sales………..Promotion Give aways, events …………Telephone selling Discuss MPO, sect 7 “Timetable” Next class Discuss the case
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John Paul DeJoria on Enthusiasm “You’re going to run across a lot of rejection. You need to be as enthusiastic about door number100 as door Number 1” Co founded Paul Mitchell hair products ($1 bil. +) and started Patron Spirits ($100mil +)
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… on direct selling “If you are not being told NO frequently, you’re not pushing hard enough” NewsCred CEO
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Kleiner’s Laws Make sure the dog wants to eat the dog food. No matter how ground-breaking a new technology, how large a potential market, make certain customers actually want it. Build one business at a time. Most business plans are overly ambitious. Concentrate on being successful in one endeavor first. It's easier to get a piece of an existing market than to create a new one. It's difficult to see the picture when you're inside the frame. Invest in people, not just products. (Eugene always respected entrepreneurs. He wanted to build companies with them not just with their ideas.) There is a time when panic is the appropriate response. Eugene Kleiner founder of VC firm Kleiner Perkins and Fairchild Semiconductor, early investor in INTEL. Your instructor was a co-investor with him in a California memory venture.
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Marketing’s Responsibilities Provide sales leads (prospects) Define ideal target customers (suspects) Sales Collateral: brochure , case studies, data sheets Customizable sales presentation Product demo protocol ROI tools RFP template
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Marketing’s responsibilities Provide sales leads (prospects) Screen , document, coordinate reference accounts & testimonials Product Spec sheets Competitive Comparisons Sales agreement/contract Post sale survey, follow-up, referral solicitation. Company viability talking points
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Generating Leads marketing’s primary responsibility Driven by targeting & segmentation strategy Driven by positioning strategy Find prospects with an immediate need Quality more important than quantity Follow up leads asap more like lettuce than wine
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Lead generating tools Internet class 11 Advertising class 8 Trade shows class 8 Social media class 11 Webinars E- Newsletter Email campaigns Sales Promotion
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Webinar On Line seminar, company speaker plus happy customer, valued content (more than just selling) Regular schedule, brief & “meaty” (useful content) Register participants
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E-Newsletter Capture suspects, prospects and customers email address..
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