Episode C.022 Marketing Channels & Campaigns

Introduction
This week we continue our focus on the post pandemic re-opening of business. Other than dealing with customer and employee fears, there is nothing different or special about today's show except urgency. Unlike other expansions at the end of a contraction, this was not a structural - it was imposed. Normally a contraction (recession) is a result of over supply and decreasing demand awaiting a unplanned event to prick the bubble. In this case the demand still exists with diminished supply and we have sufficient information to predict the beginning of an expansion. The purpose of IBGR programming this month is to prepare the entrepreneur for the turnaround. it will require acting with urgency over the next 4 months.
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Show Objectives
Provide small business owners with a template to plan, budget, and execute Marketing Campaigns that maximizes the impact of marketing spend.

The process becomes more paint by numbers – given your brand decisions and your targeted markets – how do you intend to reach them. Remember if you are a start-up or new entrant to this market – you are unknown. Designing Campaigns is how you move through the process of changing  UNKNOWN to KNOWN to PREFERRED. Unknown and Known usually requires extensive cold calling while Preferred generates inbound sales calls.

What You Need to Know
A Marketing Campaign is a targeted outreach to customers (current, past, and future) focused on their needs or issues; draw responses to online publishing to place qualified leads into the Sales Funnel. The campaign must be integrated into your CRM (Customer Relationship Management) Platform to ensure quick response.

What You Need to Do
1.0 Marketing Campaign Scope

• 1.1 clarify the demographics (age, gender, position, etc.) and psycho-graphics (buying decisions, etc.) of the buyer (decision maker).
• 1.2 what sources does the buyer use to get their information prior to making a buying decision.
• 1.3 given the identified issue (i.e. Holiday Season, Reopening from Pandemic, etc.), what are the objectives of your targeted buyers.
• 1.4 given the identified issue, what are the challenges they will experience preventing them from reaching objectives.
• 1.5 clarify how our offer provides superior value (or solves problems better, etc.) for the client.
• 1.6 craft your macro (week or month) and micro (day or week) messages.
• 1.7 develop goals and objectives for the marketing campaign.
• 1.8  select internal champion (who is doing the work) to manage day to day activities.
• 1.9  identify internal and external resources to include in completing campaign details.
• 1.10 match messages to appropriate medium (newspaper, magazine, trade journals, emails, TV, radio, etc.)
• 1.11 design micro campaigns per message and media requirements.
• 1.12 allocate budget.

2.0 Integrate Campaign with current processes

• 2.1 incorporate within sales model.
• 2.2 upgrade current marketing & sales materials (vxmail, website, brochures, powerpoint, etc.)
• 2.3 upgrade CRM (Customer Relationship Marketing) system to track campaign effectiveness.
• 2.4 upgrade scorecard system to recognize and reward performance for marketing activities.

3.0 Campaign Option 1 (Daily)

• 3.1 Monday
• 3.2 Tuesday
• 3.3 Wednesday
• 3.4 Thursday
• 3.5 Friday

4.0 Campaign Option 2 (Weekly)

• 4.1 Week 1
• 4.2 Week 2
• 4.3 Week 3
• 4.4 Week 4
• 4.5 Week 5

Next Show: Episode C.023 Sales Funnel & Automation