Implementation

Creating alignment around a strategic plan for your business.

With our Strategy Workshops your teams will leave with more clarity, focus and drive, as well as the right tools to stay on track.

What is Marketing Implementation?

Marketing Implementation is implementing a plan of action to reach your business goals.

Marketing Implementation vs Marketing Planning

Marketing planning is all about setting out a roadmap for success, a blueprint. These are the key milestones the business must reach in order to reach the main business goal.

Marketing Implementation is the ‘doing’ part, the ‘execution’ part.

Implementing the plan – EBTM can physically ‘implement’ the plan for you (we’re the doers).

What does Marketing Implementation consist of?

At EBTM we can be your marketing department or marketing support – even acting as your marketing manager. Marketing implementation can consist of different areas of the business, depending on your needs, but essentially, we’ll make sure key tasks are implemented by your team, or implement them for you if you don’t have a marketing resource.

Why might you need help with implementation?

  • Lack of in-house resources
  • Not ready to commit to another salary, or the hassle of HR
  • Lack of in-house marketing expertise
  • Need guidance and support
  • Need to educate you and your team
  • Need a second pair of hands to implement a specific project
  • Need a specific discipline like social media, content writing, or exhibition organisation
Learnt something new about Market Segmentation and really enjoyed the enthusiasm brought by Elaine and Beth. Thank you very much, we all enjoyed the day and got a lot out of it. It has given us some great ideas for taking the project forward
Oliver VineyAtlantic Geomatics
marketing-dept

The Benefits of using EBTM

There are many great benefits of partnering with us:

You get access to your own marketing team – with expertise at strategic level right down to activity implementation. You couldn’t employ this level of expertise at the same cost. In fact, we doubt you would even be able to employ a marketing assistant at that price.

Think about it… here is an example:

A Marketing Assistant living in the North East of England:

  • Top end salary £20,000
  • Plus sick pay
  • Plus holiday pay
  • Plus hassle factor
  • Total estimated cost to employer £30k

Our Experts @ Hand retainer is £2,467.50 per month x 12months = £29,610 (Our full retainer involves everything from assistants to board level executives = experience)

You benefit from our 30 years’ experience – we already have the necessary contacts. We know the trade publications, your potential customers, your terminology and your competition. We believe we are great at what we do. We love marketing and we are very passionate about delivering a service of great value to our clients.  We also over deliver!  Just ask our clients!

  • We can help you build up your reseller channels – expanding    your geographical reach, generating more leads, and helping you to understand what’s happening in the market.
  • You don’t have to worry about managing us – We’re highly proactive in sending clients regular updates on progress.
  • We simplify the marketing process – removing marketing jargon and replacing it with easy-to-understand terms, which in turn nurtures learning, understanding and success.

What’s more, after some initial meetings to agree objectives we can start straight away!

How much does Marketing Implementation Cost?

Please see price list for full info.

The monthly retainer is to advise, implement and collaborate the successful implementation of the plan. It does not include the tools, platforms and mediums needed to execute – i.e. advertising, direct mail, etc. These are separate costs and depend on what is required as associated costs. For example; buying advertising space from Geoconnexion

How does EBTM spend our money?

We will work with you to ensure the money is allocated wisely, making sure we get the best cost for your business. Working directly with suppliers means we remove the hassle for you. We already have them sourced.  Every cost will be documented and must be signed off by the company before commitment from us – i.e. advertising in GIM with a budget of $25k.  We can also work with your suppliers, there is no commitment to work with ours.  We just try and take away the hassle.

What about ‘costs’ associated with implementing the plan?

Depending on what you wish to achieve, we will work with you to implement a plan that:

  • Communicates your brand offering
  • Develops sales leads
  • Launches a product

So, for example, you wish to develop sales leads and need to communicate your product offering to the market?

We can go about it in two ways:

  • We work directly with you – and give you an estimated ‘costing analysis’
  • You give us a budget – and we use that money to utilise the right tools for you

Case Study

You are attending Intergeo in Germany and want to launch a new product at the show.

Your have one major outcome: Generate interest and sales now and for the future.

Taking this as an ‘isolated project’, firstly we would come up with a plan of action with mini outcomes for the exhibition such as:

  • Increasing the number of site visitors – from 250 to 400 (it’s all in the prep and 6 months before the show – “yes really!”)
  • Signing up 30 new visitors to the website – who receive news and blog posts
  • Confirming 10 quality meetings before the show – through personal connections, LinkedIn communications and direct mail campaigns to potential clients
  • Generating leads – 50 new quality connections at the exhibition prior to the show
  • Activity planning – when items need to be implemented, taking budget and time frames into account
  • Producing a content plan – what needs to be communicated to your target audience, for up-and-coming months.

All these would be integrated with each other; following a similar theme and brand image.

Questions & Answers on Successful Implementation of a Marketing Plan

What’s the key to success? Knowing where you’re headed! The majority of companies have no idea where they are going or what success looks like. What is your vision?

The organisation must answer the following questions before implementing a plan:

  • What does success look like?
  • What does success sound like?
  • What are the objectives for the business to succeed?
  • Can we measure them?

Now we can drill down into key areas such as brand awareness. This can be measured through many metrics, such as Google analytics, social channels, sales leads, sales enquires and sales pipeline.

Many companies ask us specifically what is involved, however we just don’t know until we get stuck in. Sounds ‘fluffy’ but until we understand your business, we can’t commit to the right KPIs until we know what the business needs to be successful! We have to understand what the business wants and then we can figure out with you exactly what’s best for your business.

Understanding the bigger picture and what the company is looking to achieve from a financial point of view, a brand awareness point of view, and in terms of leads, is critical for success.

When you’ve updated us on where you are going and what success looks like to you, from here we will work with you and the your marketers (if you have them) to get them involved from the start. This is very important especially for motivation and understanding on what’s required. Don’t have a marketing team? No worries! We can help you develop your marketing or just be there for you when you need a helping hand; we’re as flexible as you need us to be.

Assessing your team

We assess your team’s capabilities, including strengths and weaknesses and your aspirations for development. You may not know these but don’t worry, it can be a trial and error process during implementation.

  • A business plan, activity planner and budget are formulated – with key milestones and the overall company goals in mind.
  • The activity planner is designed to give you the key objectives – along with timeframes and the cost of implementation.
  • As part of our schedule meetings, progress is given on each of key items – allowing you to keep track of our progress and ask any questions you have along the way.

We can then schedule in key communications meetings to fit in around you.

For example, we can provide:

  • Weekly communications meetings scheduled
  • Monthly marketing report – with input from the team with tasks completed, issues, problems solved etc
  • Progress reports from team members
  • A plan with marketing budget and activities – set up in the first month and used as the main document for reference
  • Key Performance Indicators (KPI) – on ‘what successful management looks like to you and the team’ will be identified. Including weekly and timely communications meetings, with an update on actions completed, issues raised and further actions.

Say all of them publish the article online but only Geoconnexion publish it in print?

Though print is still important, online is much easier to ‘measure’ than print. We can see how many referrals you’re getting online via ‘referral’ traffic in Google Analytics, and how long visitors are hanging out on your website.

Not much happening? We can discuss why; and making decisions that could help make a difference, such as adding different text to a page or call-to-action buttons at certain points of the sales funnel. Marketing has such a bad reputation because most businesses burn their cash. Continual monitoring means saving you time and money.

We will work with your existing marketing outfit

Got a marketing person? Setting out key objectives for that individual means you can measure progress and establish what success looks like! We can interview the current marketing resource to understand their aspirations, fears and goals in order to get them on-board with the process. Each task will be given an estimated deadline.

An example KPI could be:

KPI1: Timeline for marketing activity to be completed

The answer is yes! Let’s say we want to produce one news article and one blog per month, with the news article being released to 10 publications.

First off, we establish the metrics through Google analytics i.e. no. of sessions, time on site, most popular content and so on. Then we need to understand ‘what’ we need to achieve i.e. getting people to ‘sign’ up to a blog, register for a newsletter etc so we can grow the database. We then establish the KPI.

So, for example:

KPI: Grow sessions and time on site by 10 sessions per month plus 2 new ‘sign-up’ from ‘call to action buttons’ on site per month. Ultimate goal, long term sales development/ pipeline.

Who’s involved: Sales team, marketers, Directors.

This can be achieved through:

  • Weekly team communications –     including sales and directors
  • Each marketer having outcomes to achieve each month – tying them into the process. If you don’t have a marketing person, we can help write the content for you.
  • A content plan to be generated (3 months) tied into the strategy document – this is a team effort and requires input from your team. Once you’re done, we’ll happily co-ordinate and polish the content for you.

KPI will be: To increase in Google analytics activity; number of referrals from social channels. Ultimate focus to come back to the website and sign up! With an end goal of sales.

We can manage your socials in the immediate term, however we will train the marketers up in order for them to take control.

After the strategy day, we and your team will produce a plan of action with a list of key metrics. It’s important that we sit together and figure out what is important for the business (hence the strategy workshop being very important).

So, for example if ‘exposure’ is the number one goal, we will focus on:

  • Increased website sessions and time on site
  • What content is working and which needs improving

Lead-generation activity with the team

Inspirational marketing people and companies to follow

Some of our amazing Clients