The Cleveland Business Diving Board

Every area of marketing that you do can be improved only if you have the right coach to guide you
Whatever area of marketing that you do,
whether you advertise,
do direct mail,
trade shows,
have a referral system,
run a PR campaign,
have multiple distribution channels,
deal with vendors or suppliers,
have a number of locations,
pay big dollars for web ads,
every one of these areas can be super-charged with the right strategies. With simple, yet "powerful profit-producing" techniques, you could have your salespeople close 30% more customers, make 30% more appointments, cross-sell or up-sell 30% more customers, get 30% more times that a customer returns. What would that mean to your overall revenue and profit?
It could be that your advertising needs a powerful response-getting headline - one that will see results by as much as 700%.
Maybe your sales approach is lacking the proven consultative approach, process, presentation, or follow-up that can dramatically improve results immediately. You may have a distribution system that lacks using it's full potential. If you introduce products or services - structured properly - your customers will want more and will come back more times than they would normally. That's even if what you offer is not what they would normally buy.

The Most Powerful Form of Marketing
"Word of Mouth" marketing is the most powerful form of marketing. Namely - Referrals.
According to Bob Burg, author of "Endless Referrals", "Without a business based on endless referrals from present customers and clients to everyday contacts, the fate of anyone's business is a nerve-racking mystery, dependent upon current economic conditions and buying moods."

What are the key issues that should be addressed in strategic and marketing planning?

The following questions lie at the heart of any marketing and strategic planning process:
• Where are we now?
• How did we get there?
• Where are we heading?
• Where would we like to be?
• How do we get there?
• Are we on course?
Why is marketing planning essential?
Businesses operate in hostile and increasingly complex environment. The ability of a business to achieve profitable sales is impacted by dozens of environmental factors, many of which are inter-connected. It makes sense to try to bring some order to this chaos by understanding the commercial environment and bringing some strategic sense to the process of marketing products and services.
A marketing plan is useful to many people in a business. It can help to:
• Identify sources of competitive advantage
• Gain commitment to a strategy
• Get resources needed to invest in and build the business
• Inform stakeholders in the business
• Set objectives and strategies
• Measure performance

In closing, think out of the box. Reasearch is essential.
Being Creative
Innovative
Inventive
Dream the Dream
Imagine

Bring your Cleveland business foaming to the top, after all a good foam in a beer
brings about excellent taste!