Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution »

Monique Reece is the founder and CEO of MarketSmarter, a marketing consulting and training firm that helps companies improve strategy and implement real-time business planning processes to develop a culture of execution. MarketSmarter helps businesses create dynamic cultures that inspire innovation, employee commitment and customer loyalty. Monique has more than 20 years of marketing and executive management experience working with both Fortune 500 companies and fast-growing entrepreneurial businesses. She formerly served as Executive Vice President at Jones Knowledge and as Director of Global Market Development and Corporate Planning at Avaya. She has created business strategy, marketing plans, and training programs for several of the world’s leading brands.

Monique is an Executive Education faculty member at the Daniels College of Business, University of Denver. She is also an Adjunct Professor at the Institute for Leadership and Organizational Performance at the University of Denver where she teaches marketing and customer experience in the Executive MBA program.

Monique is the creator of the MarketSmarter Growth Plan Workshop, a program that teaches CEOs, marketers, and sales professionals, and entrepreneurs how to develop growth strategies and marketing plans. She developed the MarketSmarter ROI Optimizer, a tool that helps businesses predict, measure, and continuously improve the results of sales, marketing and service programs.

As a columnist and writer, she has published hundres of articles and is coauthor of Market Smarter Not Harder. She is also a frequent speaker for industry conferences such as the American Marketing Association and Inc. Magazine. She currently serves on the Chief Marketing Officer Council (CMO) Academic Liaison Board, the board of directors for The International Entrepreneurs (TiE Rockies), and several private companies.

Helping businesses learn and grow is Monique’s biggest passion. She lives in Denver, Colorado and Santa Fe, New Mexico.

Your Hands-On Guide for Creating Continuous, Profitable Growth!

Use the proven, six-step Marketing Process to:

• Create a marketing plan with execution built in to the process.

• Accurately predict the ROI of marketing and sales to improve results.

• Integrate marketing best practices with new social media breakthroughs.

• Improve customer experience and customer lifetime value.

• Refine your brand and positioning to create a competitive advantage.

• Update strategy in real time to respond to changing market conditions.

• Create a culture that thrives on accountability, execution, and winning.

A Better Way to Plan and Execute!

Master Monique Reece’s Proven Marketing Process:

Purpose: Define your vision and specific strategic goals.

Research: Deepen your understanding of customers, markets, and competitors.

Analyze: Uncover powerful new growth opportunities.

Implement: Develop a tactical plan using new media tactics to drive leads, increase sales, and build your brand.

Strategize: Create strategies and build effective sales plans resulting in increased revenue and profitability.

Execute and Evaluate: Integrate marketing, sales, and operations. Measure and update your plan in real-time and create a culture of execution.

www.MarketSmarter.com

Foreword xxi

Introduction xxvii

Section I Purpose: Define Your Purpose 1

Chapter 1 What Is Purpose and Why Is It Important? 2

Chapter 2 A Mission Statement Answers “Why Do We Exist?” 6

Chapter 3 Create a Compelling Vision 8

Chapter 4 Core Values Drive Behavior 11

Chapter 5 The “C” Word 12

Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture 17

Chapter 7 Defining Core Values 21

Chapter 8 Game Changers 24

Chapter 9 Do What You Love and the Money Will Follow 30

Chapter 10 Measurable Goals Drive Success 32

Chapter 11 Situation Analysis and SWOT Analysis 35

Section II Research: Market Opportunity 39

Chapter 12 The Biggest Mistake Entrepreneurs Make 40

Chapter 13 A Micro to Macro Process 42

Chapter 14 Micro Perspective: Focus on High-Value Customers 44

Chapter 15 Love Your Loyal Customers 50

Chapter 16 1:1 Marketing: Treat Different Customers Differently 55

Chapter 17 Marketing’s Secret Weapon 57

Chapter 18 Create Unique Customer Experiences 61

Chapter 19 Customer Experience: The Dark Side 63

Chapter 20 Why Do Customers Buy? 66

Chapter 21 Real-Time Customer Research 69

Chapter 22 Macro Perspective: Get the Big Picture 71

Chapter 23 Market Segmentation for the Twenty-First Century 75

Chapter 24 Zeroing in on Consumer Target Markets 79

Chapter 25 Forecasting Demand 83

Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer 86

Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors 90

Chapter 28 Get Smart: Talk to Your Customers 94

Chapter 29 Social Media and Online Tools Enable Real-Time Research 99

Section III Analyze: Growth and Profit Potential 105

Chapter 30 Business Expansion: Vulnerable or Poised for Growth? 106

Chapter 31 Substitute Products and Services 108

Chapter 32 Disrupt and Innovate 110

Chapter 33 Finding New Value: Part Deux 114

Chapter 34 Pricing Strategy and Objectives 121

Chapter 35 Analyze Price and Profitability by Product and Service 126

Chapter 36 Distribution and Channel Sales Strategy 129

Chapter 37 Formula for Success: Real-Time Channel Development 133

Chapter 38 Analyzing and Selecting Channels 136

Chapter 39 Strategic Alliances and Partnerships 139

Section IV Strategize: Growth Opportunities 143

Chapter 40 What Is Strategy? 145

Chapter 41 A Framework and Process for Strategy Development 147

Chapter 42 Target Market Strategies 149

Chapter 43 Positioning Strategy 154

Chapter 44 What Is Your Brand Worth? 159

Chapter 45 Design Your Brand Personality and Essence 162

Chapter 46 Customer Strategies 166

Chapter 47 Listen and Respond 169

Chapter 48 Customers Are Your Best Advisors 172

Chapter 49 Customers Are Cocreators 174

Chapter 50 Product and Service Strategy 177

Chapter 51 Product Differentiation 181

Chapter 52 Competitive Strategies 185

Chapter 53 Growth Strategies 189

Chapter 54 Innovation Strategies 194

Chapter 55 The Long Tail 197

Chapter 56 Nurture a Culture of Innovation 199

Chapter 57 Sales Strategy and Plan 203

Chapter 58 Marketing Objectives Drive Strategy 206

Chapter 59 The Art and Science of Developing Strategy 208

Section V Implement: Traditional and New Media 211

Chapter 60 The State of Marketing Today 213

Part I Social Media, Digital Media, and Personal Communication Tactics 219

Chapter 61 Digital Base Camp: Create a Great Web Site 220

Chapter 62 Search Engine Marketing (SEM) and Optimization 225

Chapter 63 Online Advertising 227

Chapter 64 Email Marketing 230

Chapter 65 Mobility Marketing 232

Chapter 66 Social Media: Build Your Brand and Connect with Customers 235

Chapter 67 What We Know So Far: Surprising Statistics 239

Chapter 68 Measuring the Effectiveness of Social Media 241

Chapter 69 Social Media Networks 245

Chapter 70 The Blogosphere 251

Chapter 71 Social Media Strategy and Planning Guide 254

Chapter 72 Word of Mouth: Viral Marketing and Buzz 261

Chapter 73 Public Relations 265

Part II Create a Tactical Plan with Execution Built-In 271

Chapter 74 Make Marketing Measurable 273

Chapter 75 Implementation Calendar and Budget 275

Section VI Execute and Evaluate: Create a Culture of Execution 279

Chapter 76 The Problem with Marketing 281

Chapter 77 Asset-Based Marketing Measurement 291

Chapter 78 Evaluate: What Is Measured Improves 295

Chapter 79 ROI Optimizer¿: Increase the Effectiveness of How Marketing Is Measured 299

Chapter 80 The Balanced Scorecard 308

Chapter 81 The Art and Science of Execution 313

Chapter 82 Real-Time Marketing Planning 317

Chapter 83 Create a Culture of Execution 319

Chapter 84 Now It’s Up to You 329

Endnotes 331

Workshops and Training Programs 337

Real-Time Marketing for Business Growth Free Resources and Tools 339

Appendix 341

Index 347