The Five Questions You Must Ask and Answer

The Five Questions You Must Ask (and Answer) To Make 2018 Your Best Year (So far) Paul A Kiewiet MAS+ Industry Consultant and Executive Director of Mi. PPA paul@brandkiwi. com 269 -806 -4489

Today’s Objectives… • What Are You Building? • Why Are You Building It? • What Results Will You Measure? • How Will You Build It? • What Is The Work To Be Done? Professional Development provided by PPAI

Your Vision Statement • Vision (What are you Building? ) XYZ Promotions helps people flourish and makes marketing fun and easy through sincere, resourceful and personalized service. • To create a peaceful, abundant life with confidence, patience and passion as I build ABC Promos by providing influential tools for building brands and businesses with the most cost-effective, memorable and long-lasting solutions to results-oriented, trusting and trust-worthy people and organizations. ABC Promos will be appreciated and respected for demonstrating high standards of creativity, design excellence, innovative thinking, loyalty, honesty, dependability and value-creation.

Your Vision Statement • “Your Name” Promotions is an expert resource and partner that • helps you recruit, retain and engage happy productive associates • comes up with “knock-your-socks-off” creative ways to attract and keep happy customers, • is always looking for cool ideas that will build your brand presence • does what it takes to make you and your company look good • Example Promotions is a creative organization that… • Promotes Business, Boosts Morale and Rewards Customers • Is known for delivering honest, innovative solutions, high-quality dedicated service and a memorable experience, • Does what it takes to make our customers look great in the office and on the playing field…through recognition and promotions.

Why Are You Building It?

Your Mission Statement • We listen to you and go to work to create memorable, worry-free solutions to earn your trust and help you build your organization through promotions and recognition. • Conscientious, responsive and professional, ABC Promos makes promotional marketing a fun and beneficial experience. • Our mission is to help our clients be more successful by adding value to their sales, marketing and branding efforts. • We create unique and creative solutions that help businesses grow! • We make you look good through any means possible.

What Results Will You Measure?

Objectives OBJECTIVES What Results Will We Measure? • Achieve $600, 000 total sales in 2018, $675, 000 in 2019, $750, 000 in 2020, $850, 000 in 2021 and $1, 000 in 2022. • Obtain Certified Advertising Specialist Designation in 2018 and Master Advertising Specialist Designation in 2019. • Identify ten current clients and grow business within these accounts by 10% each year. • Identify and maintain ten “target” prospects and turn three of them into new clients each year. • Retire lines of credit and loans by December 31, 2018 • Reward and inspire employees by bringing them to PPAI Expo 2019. • Develop five sports industry clients (Professional, Major, Minor League, Amateur, Club Levels)

How Will You Build It?

Strategies: (How will this business be Built? ) • Reconnect and reactivate client lists and contact lists from past. • Focus on associations serving small to mid-size industries and their member companies. • Develop trusted advisors to keep me focused, accountable and on-track. • Utilize existing resources to maximum potential. • Organize office and activities for maximum exposure to clients and prospects. Develop a series of workshops, white papers and customer luncheons to position ABC Promo as a promotion marketing expert. Participate in healthcare industry trade shows and fairs and advertise in hospital trade publications. Sell total solutions and programs rather than products.

Strategies • Strategies (How will you grow this business? ) • 1. I will identify prospects who can spend $30, 000 or more annually on promotional products and create targeted messaging to open up conversations with them. • 2. I will focus my marketing efforts on industries and services where I have a proven track record of success. (Senior services, ambulance, EMT, medical, hospice, etc. ) 3. I will position XYZ Promo as the preferred promotional products vendor for (Major Account) with valuable tips and ideas for making franchisees more successful and effective. 4. I will spend my time on larger projects to increase my average order size and to reduce the number of orders that are less than $300. 5. I will create and implement a structured referral program to generate more business within existing accounts and industries. 6. I will make a conscientious effort to add “fun” and positive emotions to every interaction with clients and prospects.

What is the work to be done?

Plans (What is the work to be done? ) 1. Review website - upgrade the experience to make it fun and worthwhile and informative for visitors. Upgrade the shopping experience. 2. Define target accounts and deliver marketing based on rating. • • • 2. 1. A = Top accounts and prospects with potential to spend more than $10 k per year 2. 2. B = Accounts with potential to spend $2500 - $10 k per year 2. 3. C = Undefined prospects and low level existing clients. 2. 4. A level prospects will receive 1 email per month, two creative direct mail campaign per year, six sales calls and invitation to lunch or a special event. Totally personalized calendar mailing late in 2017 with prospects name imbedded. 2. 5. B level prospects will receive 1 email per month, one direct mail piece per year, six phone or sales calls. 2. 6. C level prospects will receive 1 email per month. 3. Plan monthly mailings. Make the content relevant, fun, interesting and reflective of personality and Vision and Mission. For example: January - Hot new products and trends for 2018; February - Earth Friendly and Eco promotions leading up to Earth Day; March - Made in America; April - Golf and outdoor living; etc. 4. Social Media Strategy - consistent engagement through Linked. In, reinforce the FUN factor. Repost valuable content. Spend one hour per week on blog, You. Tube, Slide. Share, FB, LI and Twitter. 5. Send out a Spec Sample or a Virtual Sample to two A-level prospects and to 1 B-level prospect every week. 6. Send out cards (Send. Out. Cards. com) to every person met with each week. 7. Solicit testimonials from happy customers and share them on website, social media and emails. 8. Reward those who refer us to others. Establish a referral program.

Your Simple Marketing Plan • • • Vision Statement Mission Statement Objectives Strategies Plans

Paul A Kiewiet MAS+ Contact me if you would like to discuss further or if you would like to subscribe to my newsletter. paul@brandkiwi. com http: //www. create 2 bgreat. com Follow me on Twitter: @paulkiewiet Let’s connect on Linked. In 269 -806 -4489

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