Download Internal Marketing External Marketing

3/25/2013
Mike Jacoby
Executive Director
Internal Marketing
• Targets people inside the community
• Keeps stakeholders informed, engaged
and builds goodwill
• Can create or maintain a positive
community self image or vision for future
• Spreads good news or counteracts bad
news
• Typical media venues: newsletters,
columns, radio/tv shows, presentations &
social media
External Marketing
• Targets business decision makers outside
of the community
• Typically much harder and more
expensive to be successful
• Typical media types: print ads, direct mail,
special events, targeted sales calls, trade
shows, telemarketing, e-newsletters, site
selector visits, & product give aways.
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Marketing Process
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Define Community or Organizations Goals
Assess Strengths & Weaknesses
Assess Competitive Environment
Develop Target Audience Based on Above
Develop Compelling Messaging
Determine Best Methods to Deliver
Messages
• Follow up and Manage relationships
• Assess and adjust
Target Marketing
• Know your competitive advantages
• Target according to your competitive
advantages
• Have compelling message tailored to your
targets
• Be distinctive
• Consistency of message important
Cost and Effectiveness
• Personal interactions are typically the
most expensive and effective (targeted
sales calls & events).
• Direct mailing of generic brochures and
untargeted print advertising relatively
inexpensive but often also ineffective.
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Examples
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Tracking Results
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What I have learned
1. Start with Internal Marketing First
2. On a limited budget, focus External
Marketing on the deal facilitators
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Commercial Brokers
Jobs Ohio & Network Partners
Utility reps
Developers
Bankers
3. Target your marketing
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What I have Learned
(continued)
4. Partner Regionally if possible
5. It’s worth the money to hire pros
6. If you don’t target, be comfortable to part
with dollars in the name of “awareness”
7. Good marketing can’t solve problems with
business fundamentals.
Thank You
www.zmcport.com
(740) 455-0742
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