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Paulo go!-Report

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Info goBRANDgo

on 31 October 2018

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Transcript of Paulo go!-Report

Streamline marketing efforts across business units and territories with clear message
Increase marketing capabilities by reducing work load on Phil
Grow Footprint through greenfield expansion and growth in current markets
10% Top line growth target- Lighthouse
Process Improvement
More Aggressive Quoting
Increased Presence with OEM's
Build Brand through “Name on Prints”, Spec standards, and guide material selection
Experience in working with similar size/type of clients
Similar cultural values and focus
Referred by trusted source
Systematic website and marketing process
Have the ability to bring in and collaborate with strategic partners
Strong online capabilities with "in-house" staff to execute
Process driven marketing approach
Marketing with sales expertise and background
Experience collaborating and co-managing projects with internal experts
Strong relationship with existing partner- BDC
Tier 1 manufacturer’s
Sub-tier manufactuer's
Automotive OEM’s
Aerospace OEM’s
Firearm OEM's
Power Generation OEM's
Midwest manufacturer’s
Annual spend of at least $50,000 year
Located within 250 miles of current facility
Consistency of materials and process
Size and capability
Expertise and Innovative approach
Value for service offering
Automation around quality assurance and production
Specialty in their niche
Quality assurance, tracking, and reporting
Customization and product knowledge of "customer's" products/services
Culture and relationships
USA- Family owned company
Have been using another provider or doing in house for a long time
Don't see value in switching providers/outsourcing
Existing relationships
Current provider is “good enough”
Not perceived specialists in industry
Cost/Don't understand value
Don't know about Paulo
Not an approved vendor
AS9100- per plant (QC system)
NADCAP- driven by Boeing and other
Some plants/equipment
Vendor Specific/OEM approved
More marketing support to sales team
Clear go to market message
Paulo seen as "Thermal Processing 1 stop shop” in market
Successful growth in Mexico
Reduced employee turnover
: competitors stake claim to your targeted expansion markets and you have to spend 2x-3x more later to unseat the incumbent with lower odds of success
Hire a "Consultant" or Freelancer
: consultants are great at telling you "what" to do, but not "how" to do it. They also don't execute, just direct. Freelancers are a great lower cost alternative, but you have to lead and direct them. With freelancers you have to have a good internal quarterback who can ensure every deliverable is on brand and consistent.
Creative Shop
: can often take a design-first approach as opposed to working backwards from business goals, which can lead to a very pretty, but strategically ineffective marketing campaign
Handle Internally
: pulling resources away from non-core competency work; vendor vetting & management has a large learning curve and is very expensive
Spread among current staff
: nobody’s job to focus on your growth goals reduces accountability and priority which leads to things being halfway done at best
Hire employee to “run” marketing
: take on additional non-core competency overhead expense - soft costs of time distraction from ownership/management to hire, train, manage with the risk of wrong hire or turnover and having to do it again, coupled with hard costs of salary, taxes, benefits, equipment, space, etc.

Starting Salaries
- Entry-Level: $45,000; Mid-Experienced: $70,000; Experienced: $120,000+
Tradeshow strategy
Customer Submissions for presentations
Scheduled meetings at show
Public Speaking and Industry Presentations
Direct "Bulky" mail campaign
PR - be seen as a thought leader in the industry
Search Engine Optimization
Blog posts and submitted articles
Social media engagement strategy
Strategic Consulting
Project Management
Social Media
Written content creation
Website Development
Google and online listings expert
Media Pitching
Find out if we have a good handle on your business and goals and are on the right track with our budget and ideas.
Traditional & Online PR
Email Marketing
Marketing Automation Software
Event Planning
Graphic Design
Survey Design and implementation
Trade Show Planning
Why We're Here...
1) Your Overall Needs, Objectives, & Goals:
2) goBRANDgo! was invited because we fit
3) Today, to see if we're the right fit...
Why They Buy:
Why They Don't Buy:
Success Looks Like:
Cost of Alternatives:
Our Approach
Brand Platform
Company & Customer Focused Research and Plan
Strategy & Execution
Project Management, Tweak & Repeat, Vendor Management
Graphic Design Online/Offline
Establish Brand Platform
Awareness & Acquisition of Q^2 Leads & Employees
Nurture & Convert Prospects & Employees
Repeat/Retain/Refer Clients
Vendor List to Execute:
Next Steps:
1. Did we prove ourselves?
2. What concerns do you currently have?
3. Do we look like a good fit so far?

some/part of your buying criteria which is:
Whitepapers with marketing automation
Anonymous visitor tracking
Cultural videos
Employee Engagement Events
Branded "employee stories"
Quarterly and Yearly reporting and PowerPoint presentations for buyers/customers
Customer/Employee appreciation campaigns
Center of Influence referral campaigns
Trade show engagement process
User path mapping on website
Case studies of clients/projects
Infographic of process and Quality Assurance
Video of culture and team
Drone video of new building and capabilities
Request a Quote Form
Industries expertise focus instead of product focus on marketing
Updated marketing Collateral
Outbound Email Campaigns
Paid search campaigns
Industry referral groups
Ads in Industry Email Newsletters
Industry Association engagement
Linkedin Group Management
Brand Messaging Exercise
Competitor Analysis
Ideal Client Personas
'A Day in the Life'
Value of a New Customer:
Current Closing %:
Growth Goals:
New Client- $50,000/year 1
Avg order- $28,000
Lifetime value- $500,000
Visit to inquiry
Inquiry to Quote
Quote to Capture
10% Top Line Growth
Greenfield Expansion into new markets
Closing Ratio +
# of Opps =
Customers w/
Cost of Acquisition =
Revenue & Profit
Full transcript