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July 22, 2012

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Break it Down:

A Marketing Plan to Grow!

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Overview•Growth vs marketing dollars •Start big – but break it down•Marketing Machine•Campaigns•Inbound vs Outbound•Low hanging fruit•Golden streets•Direct mail•Timeline to action items to goals

July 22, 2012

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Growth vs Marketing Dollars

In this industry you should be aiming for $100 cost

per sale.

July 22, 2012

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The Big Picture•The current state of affairs?•What is my current revenue?

• How many customers do I have?• What is my revenue per customer?• Do many of my customers have more

than one program

•What is my Revenue goal for 2015?

July 22, 2012

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THE Spreadsheet

July 22, 2012

Fill in the yellow blocks and the rest will be filled in for you!

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#DIV/0!3

New Revnue Needed -$ 4 Revenue per New Customer

#DIV/0!

#DIV/0! New Customers#DIV/0! New Customers

2014 Spring Goal:2014 Fall Goal

2013 Total Revenue2013 Total CustomersAnnual Revenue/Customer2014 Revenue Goal

2014 New Customers

2014 Goals

1 150,000$ 2 425

352.94$ 3 200,000$

New Revnue Needed 50,000$ 4 Revenue per New Customer 350$

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107 New Customers36 New Customers

2014 Spring Goal:2014 Fall Goal

2013 Total Revenue2013 Total CustomersAnnual Revenue/Customer2014 Revenue Goal

2014 New Customers

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Excel Basics•Workbook vs Worksheet •The file itself is the workbook•At the bottom there are tabs that are called worksheets

•Formula bar vs cell•To change the formula you click on the cell and then change to formula in the bar at the top

July 22, 2012

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Small do-able goals•Bell curve season goals into month goals•Don’t wait start NOW! – the fly wheel needs to warm up

July 22, 2012

January 11February 21March 43April 32May Buffer MonthJune Sales Die

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Small do-able goals•Bell curve season goals into weekly goals

July 22, 2012

Monthly/Weekly Sales Goals

JanuaryActual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal

0 1 0 2 0 2 0 3 0 3 0 11 11-$ 375.00$ -$ 562.50$ -$ 750.00$ -$ 937.50$ -$ 1,050.00$ -$ 3,750.00$

FebruaryActual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal

0 4 0 5 0 5 0 6 0 0 0 21 21-$ 1,500.00$ -$ 1,875.00$ -$ 1,875.00$ -$ 2,175.00$ -$ -$ -$ 7,500.00$

Jan 1-4Week 1 Week 2

Jan 5-11Week 3

Jan 12-18

Feb. 2-Mar. 1

Week 4Jan 19-25

Week 5Jan 26-Feb1

Month TotalJan. 1-Feb. 1

Feb 2- 8 Feb 9-15 Feb 16-22 Feb 23-28

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HOW????????

July 22, 2012

Sounds great, but HOW can I achieve

these numbers?

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Marketing Machine

July 22, 2012

You must be who they think of when

their pain is greatest!

A M Z

Reality MarketingEric KeilesSquare 2

Marketing

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Inbound vs Outbound

July 22, 2012

Inbound•Proving you’re an expert and building trust•Time consuming and hard to prove ROI

SEOSocial Media

BloggingContent Generation

VideosEmail blast

Outbound•Old School•Prove ROI

Telemarketing

Direct mail

Tradeshows

TV/Radio Ad

Door to Door

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Low Hanging Fruit•People who already know who you are 2x more likely to buy from you•Cancels, Other Services, Request Estimate

July 22, 2012

Campaign

# of Prospects in

Campaign Campaign GoalRev per

saleRev per

campaign Material Costs Postage

Call center

CostTotal

Campaign CostCancel Customers 0 $0 1.00$ 0.46$ -$

Open Estimates 0 $0 1.00$ 0.46$ -$ Other Services 0 $0 1.00$ 0.46$ -$

Campaign

# of Prospects in

Campaign Campaign GoalRev per

saleRev per

campaign Material Costs Postage

Call center

CostTotal

Campaign CostCancel Customers 200 20 $350 $7,000 1.00$ 0.46$ 292.00$

Open Estimates 200 20 $350 $7,000 1.00$ 0.46$ 292.00$ Other Services 200 20 $350 $7,000 1.00$ 0.46$ 292.00$

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Golden StreetsThink outside of the box! How can I make personal

relationships and gain referrals and be part of the bus stop marketing in these 3-5 neighborhoods

July 22, 2012

InvitationFrisbee

PostcardPrepay Offer

Neighborhhod 1 500 25 $350 $8,750Neighborhhod 2 500 25 $350 $8,750Neighborhhod 3 500 25 $350 $8,750

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Direct Mail• 2 Schools of Thought – Personalized vs Generic•Every Door Direct Mail - $0.25

July 22, 2012

January Postcard (EDDM) 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ February Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$

March Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ April postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$

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Campaign Worksheet

July 22, 2012

Campaign

# of Prospects in

Campaign Campaign GoalRev per

saleRev per

campaign Material Costs Postage

Call center

CostTotal

Campaign CostCancel Customers 200 20 $350 $7,000 1.00$ 0.46$ 292.00$

Open Estimates 200 20 $350 $7,000 1.00$ 0.46$ 292.00$ Other Services 200 20 $350 $7,000 1.00$ 0.46$ 292.00$

Measured Properties 0 $0 1.00$ 0.46$ -$ Neighborhhod 1 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$ Neighborhhod 2 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$ Neighborhhod 3 500 25 $350 $8,750 5.00$ 0.46$ 2,730.00$

January Postcard (EDDM) 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ February Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$

March Postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$ April postcard 5000 10 $350 $3,500 -$ 0.25$ 1,250.00$

ValPak 0 $0 -$ Flea Tick Upsell 0 $0 April 1.00$ 0.44

Tree & Shrub Upsell 0 $0 June 1.00$ 0.44

175 $61,250 14,066.00$

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Time Line

July 22, 2012

•In order to hit your goals assign specific campaigns and tasks to each week

Goal Campagin 1 Action # Campaign 2 Action # Campaign 3 Action #Jan. 1-4 1 Neighborhood 1Jan. 5-11 2 Neighborhood 2 Call

Jan. 12-18 2 Neighborhood 3 CallJan. 19-25 3 Neighborhood 1 Call

Jan. 26-Feb. 1 3 Neigborhood 2 CallFeb. 2-8 4 Neighborhood 3 Call

Feb. 9-15 5 Neighborhood 1 CallFeb. 16-22 5 Neighborhood 2 Call

Feb. 23- Mar. 1 6 Neighborhood 3 CallMar 2-8 12 Neighborhood 1Mar 9-15 5 Neighborhood 2

Mar 16-22 5 Neighborhood 3Mar 23-29 9 Neighborhood 1

Mar 30-Apr 5 8 Neigborhood 3Apr 6-12 7 Neighborhood 3

Apr 13-19 6 Neighborhood 1Apr 20-26 6 Neighborhood 2

Apr 27 - May 3 5 Neighborhood 1Total 96 0

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GrowthSome key tips that we

discuss with every company ready to grow

July 22, 2012

• Great System- Don’t waste money growing your company if you don’t have a great system to keep track of you prospects, customers, and marketing

• Make sure your message is crystal clear ~ What is your brand promise?

• Focus, Focus, Focus• Specific service lines one at a time• Golden Streets• KISS

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How can Holganix help?

•Homeowner Brochures•Lawn Signs•Marketing Plan•Production Support•Conference Calls•Real Green Support•Holganix.com

•Log-in for all materials digitally•Blogs & Monthly E-mails•Facebook & Twitter

July 22, 2012

Questions?slongacre@holganix.com866-563-2784