Nonprofits have entered the world of Marketing. Although research indicates that less than 30% have a formal marketing plan, those that do have a decided advantage. Moreover, it does little good to produce a competitive product or service unless there is a mechanism in place to communicate its virtues to the world. The marketing communication process, as discussed in this Web Seminar, presents the key elements of a formal Marketing Communication process. We will exam the steps employed for a nonprofit that has few resources and little experience with marketing communication. Ultimately, participants will learn how to communicate in a formal and effective manner.
Archived ReadyTalk Webinars
Missed a recent webinar? Want to review the content from a past session? Check out the ReadyTalk Webinar Series archives for recordings of past events. Access to the archives is free and a great way to review session tips or check out webinars that you missed.
John Burnett is a partner in the marketing firm and interactive agency Scenario d LLC. The firm provides a full range of technology-enabled strategic and tactical marketing services. John is also a Professor of marketing and Director of the DU Marketing Roundtable at the Daniels College of Business, University of Denver. He has taught at five universities during his 38-year career and specializes in Marketing Communications and Nonprofit Marketing. He is the co-author of the number one Advertising textbook in the world and has published over 60 articles across a number of marketing-related topics. He has worked in the nonprofit sector for 20 years and has a new book coming out in March of 2007—"Nonprofit Marketing Best Practices."
Title: Improving the Results of Your Prospecting Efforts
Ineffective prospecting is far too common, yet prospecting effectiveness is something we can control. By making improvements to prospecting and qualification efforts, you will be able to focus your limited time on opportunities that have the best chance of resulting in good business. This presentation will review the causes of ineffective prospecting and offer solutions to improve this critical sales activity.
What you will learn:
- How to properly target companies most likely to purchase from you
- How to gain the attention of a senior executive
- How to differentiate yourself and make your message stand out
With over 20 years experience in working with the Fortune 1000, Juliet has the insight and perspective to understand the challenges today’s sales leaders are facing. She is a recognized expert in merger and acquisition activities, in global implementation of Miller Heiman's solutions, and in working with clients' branch operations. Known for her ability to excel in diverse environments, she and her team of independent sales consultants drive sales growth and develop highly skilled sales teams.
Juliet has been a valuable member of Miller Heiman's management team since 2000 and has helped implement the Miller Heiman Sales System for a diverse client base.
Ken Molay, president of Webinar Success, presents tips to help you become a more effective online speaker. Presenting on a webcast or webinar is fundamentally different from speaking in front of an in-room audience. Since you and your audience cannot see each other, your vocal style and the way you interact with the web conferencing software determines how you are perceived.
You will learn how to prepare a presentation that complements the web environment and how to deliver it with confidence and professionalism. Discover ways to consciously adjust your vocal style in order to build rapport with your audience. Identify common presentation errors that can detract from your message.
As an added benefit, attend this event and receive a free speaker evaluation form that can be used to help identify strengths and weaknesses in your own presentation style.
This seminar is appropriate for anyone who delivers public presentations over the web. It is valuable for those currently using webinars in their business and for those just getting started with webinars as a new communications medium. A live question and answer session will let you guide the session to concentrate on topics of the most interest and benefit to you.
What the audience will learn:
- How to set up your physical environment for an online presentation
- Tips and tricks for improving your vocal style
- How to script and practice a presentation to build comfort and confidence
- Common presentation errors that drive your audience crazy
- How to work with online slide presentations
- Effective audience interaction techniques
Ken Molay has been producing and delivering business webinars since 1999. His background in public speaking, radio, stage acting, and corporate training has given him a unique perspective on what it takes to create and deliver compelling and effective presentations.
Ken has a background in software development and marketing, working for companies such as Advanced Micro Devices, Syntelligence, Blaze Software, Brokat, HNC Software, and Fair Isaac. He has acted as development manager, product manager, and product marketing manager. In more than 20 years of professional experience, Ken has presented public sessions at numerous industry conferences, as well as presenting information to customers, sales prospects, industry analysts, and the press.
Currently Ken offers consulting services through his company Webinar Success . He also maintains the industry's only vendor-independent blog dedicated solely to issues, news, and tips related to web conferencing and its applications.
Many companies experience wild fluctuation in their revenues. During one quarter, new offerings are selling faster than proverbial hotcakes. But in the next quarter, the sales force can't seem to give those same products away. At the beginning of every quarter, sales tend to falter; at the end, they often surge. This continuous roller coaster can be a huge problem when big deals fail to materialize at the last minute. Join us for this webinar to learn how to achieve a more continuous and predictable revenue stream by prioritizing your sales activities.
What You'll Learn:
- Avoiding common mistakes in funnel management
- Prioritizing selling activities that will reduce "boom and bust" sales cycles
- Ideas to continually build prospects while closing deals
Clark Owen's sales career includes having built four highly successful consultative sales organizations and developing business with Global 1000 companies. He turned around two stagnant organizations with ongoing revenue losses into record breaking earners in the second year and earned a reputation for leading several cultural turnarounds and creating highly competitive, winning organizations. Clark is known for his ability to attract, develop, and inspire high performing senior-level people.
As sales vice president for the Heartland Region, Clark is responsible for business development, account support, and funnel management for sales consultants in the region.
Andrew Hudson will talk about his career in PR and discuss how to break into this exciting profession. He'll also discuss new trends in PR and tips on how to break news, strategies for crisis communications and how to deal with difficult reporters. Hudson will share his more than 17 years in the limelight to help you get your organization the kind of press coverage it deserves.
Andrew Hudson, Senior Director of Marketing, Communication and Sales has spent his life in public relations. For the past 4 years, Hudson served as Senior Director of Marketing, Sales and Communications for Frontier Airlines. In that role, Hudson led the division responsible for Frontier's award winning advertising campaign as well Frontier's inflight entertainment, community relations, media relations, marketing and corporate sales programs.
Prior to working for Frontier, Hudson served 8 years as Press Secretary for Denver Mayor Wellington E. Webb and has also has served in communications roles for the American Water Works Association, the Regional Transportation District and for United States Senator Timothy Wirth.
In addition, Hudson runs the popular www.prJobslist.com, a comprehensive weekly listing of pr and marketing job opportunities in the Denver metro area.
Web 2.0 technogies aren't just for consumers. They can actually help organizations of all sizes communicate more effectively and reduce information overload. In this seminar, you"ll learn about some of the key "Enterprise 2.0" technologies such as blogs, wikis and RSS feeds and understand how they can be used to improve communication and collaboration, increase productivity, capture tacit knowledge and reduce the reliance on everyone's favorite dumping ground—the e-mail inbox. We'll cover the creation, dissemination and consumption of content, discuss best practices and provide examples and demonstrations of how it can be used.
As Director of Marketing for NewsGator, Todd oversees all of the companies’ marketing efforts including strategy, product marketing, corporate communication and marketing communications.. Before joining NewsGator, he spent four years at Oracle Corporation as a Director of Product Marketing for several product/solution areas including Outsourcing/On Demand and Mobile. Prior to Oracle, he was a Marketing Manager for Nuance Communications, a leading speech recognition software firm, where he ran corporate communications and marketing programs. He also worked for several high-technology public relations firms, leading teams for enterprise software, e-commerce and hardware accounts. He has an MBA from Santa Clara University and a BA in Political Science from Lehigh University.
Want to get from where you are to where you want to go faster? Having a clear strategic direction is critical to making that happen and reaching your organization's growth goals. Erica will present a simple, yet effective way, to develop your growth strategy and develop a strategic plan for 2007. Key learnings from business owners, managers, and executive directors will help you avoid planning pitfalls and implement best practices.
Participants will learn:
- How and why having a strategic plan is critical to your organization's growth
- The top ten most important guidelines in your planning efforts
- The key elements of a strategic plan
- Best practices to execute your plan and achieve your results
Erica Olsen is the founder and Vice President of M3 Planning, Inc, a strategic planning firm that works with growth-oriented organizations to develop and execute their strategies. Erica holds a BA in Communications and an MBA in International Management from Thunderbird. Her clients include Miller Heiman, EDAWN, Hallelujah Acres, Austin Radiological Association, Northern Nevada Business Weekly, Washoe County and University of Phoenix.
On her way to becoming a serial entrepreneur, M3 Planning is the fourth business she has helped found. Under her guidance, M3 launched a web-based strategic planning system called MyStrategicPlan.com. With her online strategic planning system, any organization, regardless of size and budget, can build a plan in a matter of weeks (or even days).
MyStrategicPlan is just one of several online strategic planning systems developed by Erica's company M3 Planning. Through M3 Planning's online client base and onsite strategic planning facilitation work, Erica has developed and reviewed hundreds of strategic plans for organizations across the country.
Most recently, she authored Strategic Planning For Dummies as part of the For Dummies series. In addition, to Strategic Planning For Dummies, she has co-authored Strategic Planning Made Easy: A Practical Guide to Growth and Profitability, and contributes regular columns to local, regional and national business publications.
She's frequently tapped to lecture at the University of Nevada, Reno and the University of Phoenix in Reno on management and planning topics. She hosts workshops and has spoken at conferences nationwide.
By integrating presence into applications, devices, and systems you can improve the velocity of information in your organization. Whether it is person-to-person, server-to-server, server-to-application, or other combinations, presence can be used to ensure that information reaches the right place, at the right time, and in the right context. In this seminar, Dave Uhlir will reveal the latest best practices organizations are implementing to take advantage of the benefits of presence-enabling business processes.
Dave Uhlir brings more than 12 years of technology marketing and product development experience to his role as Vice President of Marketing for Jabber, Inc. Prior to joining Jabber, Inc., Uhlir spent six years at Sun Microsystems where as the senior director of services product management he had profit and loss responsibility for a strategic portion of Sun's multi-billion dollar Services business. At Sun, Uhlir also held product management roles in the Solaris and System Management Software groups. Prior to Sun, Uhlir spent six years at Research Systems, Inc. where he was the vice president of product marketing, playing a pivotal role in that company's acquisition by Eastman Kodak in 2000. Uhlir earned a master of business administration degree from the University of Colorado as well as a Ph.D. from Iowa State University and a B.S. from Tufts University.
Pay per click advertising (PPC) has literally changed the world of online marketing. It gives us the ability to choose to advertise only to highly targeted customers at the moment when they are ready to make a purchase decision, to control our advertising message, and to track everything so we can literally know exactly which ads are and are not delivering profits!
And best of all, we only pay when someone actually clicks on our ad!
In this presentation we'll discuss the foundational elements of pay per click advertising. In it you'll discover:
- The advantages and disadvantages of pay per click advertising
- Who should be using pay per click advertising
- The single biggest mistake that 90% of all PPC advertisers make, that wastes up to 90% of their advertising budget
- The three essential secrets you need to know to succeed in pay per click marketing
- How to decide whether outsourcing PPC advertising or doing it in-house is right for you
Come join us for what could be the most profit-building hour of your year!
Don Crowther is an internet strategy and marketing specialist. He provides coaching, consulting and keynote addresses for companies, professional and trade associations and entrepreneurs throughout North America. Don consistently delivers profit-boosting results to his clients through development of effective online strategies, tools and training to help them build their sales and profits online.
Don's specialty is generating large amounts of traffic to a website, then converting that traffic into paying customers.
With a master's degree in business, over 28 years of sales and marketing experience, and several successful internet businesses to his credit, Don is recognized as one of the top internet strategists and marketers in the world.
Don's client list ranges from giants like the world's largest client (The US Federal Government), Snap-on Tools, Chamberlain Garage Door Openers and US Gypsum; to associations like the National Association of Purchasing Managers; to medium and small-sized companies. He's even helped several startups and entrepreneurial companies get off the ground.
Some people approach any presentation on computers or the Internet with fear that they will be overwhelmed with techno-speak. Don's presentations are exactly the opposite. His real talent is his ability to teach normal people how to do things that others make seem too technical to understand. You'll leave his presentation motivated, entertained, informed, and with a specific list of action items that need to be done to achieve success in areas you struggled in before.
But talk is useless. Results count. So let's look at just one measure of results. If you were to just include Don's top 5 internal companies and clients, his work generated over 50 million website visitors, and over $6 million in online sales...Last month alone!
It can cost four times as much to sell to a new customer as
an existing one. By taking advantage of existing relationships and
ongoing contacts with customers, companies can sell more products and
services, reduce the cost of sales, and enhance customer loyalty.
This webcast is based on two of the most under-utilized sales practices
today: cross-selling and up-selling. If you are not effectively
cross-selling and up-selling, you are leaving money on the table every
time you close a sale. In fact, when you fail to do this, it can be
worse than that. When you have a solution that your customers should
have bought, but didn't, you not only left the sale on the table; the
customer left some of their ROI there as well.
What if you could make each sale more profitable for you and your
customer? Today's top performers embrace cross-selling and up-selling,
therefore closing more business at higher profits and capturing market
share in the most efficient way possible.
What you will learn:
- Critical timing of effective cross-selling and up-selling
- Necessary steps for effectively cross-selling and up-selling
- How to prioritize the customers you should pursue
- Who within your client organizations you should target
Vice President of Sales Operations
As a principal member of Miller Heiman's executive team, David has held a number of key management positions over his nearly ten years with the company and has developed a strong background of international experience, which includes developing critical markets throughout Europe, Asia-Pacific, Latin America, in addition to North America. He is a recognized Miller Heiman content expert and is certified to facilitate Miller Heiman's sales development programs. He is also responsible for driving aggressive revenue growth through the hiring, management, and development of Miller Heiman's consulting partner distribution channel. He developed Miller Heiman's sales certification program, and ultimately certifies all of Miller Heiman's consulting partners, ensuring client
engagement consistency and excellence. David has become a sought-after keynote speaker. He has made numerous presentations to private business and executive conferences and has spoken to audiences throughout North America, Europe, and Asia.
President, 3PR Corporation
Frank Troppe, a noted author and speaker on field operations, has 20 years experience aligning teams responsible for sales, marketing and operations. He is author of the book Branching Out and co-authored the book Cross Sell, Up Sell: Helping Your Customers Think Bigger with David Pearson from Miller Heiman. Frank is a graduate of Northwestern University and has a law degree from Loyola University of Chicago. He serves as the Executive Director of the Branch Productivity Institute, a non-profit organization formed to serve as a community for professionals in branch-based and store-based businesses.