Marketing Strategies For Business Success

In this lecture, Andy explodes the myths of 'USPs' and goes on to give an overview of the '3D model' (-1D through to 3D). '3D' is all about being 'Dramatically and Demonstrably Different' and doing things your competitors aren’t or can’t do. Here he explains how the overall model works and gives examples of some 3D Businesses. He quickly highlights the 4 sources ‘Dramatic Difference’ and having explored Source 1 ‘Be Disruptive - Create A New Model’, then goes onto explain each of the other 3 sources in more detail in the following sections.

Andy shares examples of 3D Businesses that have 'spotted a gap' and focused on a niche by honing in on particular customer groups. Is this an opportunity for you and how would it work in your business?

Andy shares examples of '3D Businesses' who have spotted and/or have anticipated customer problems then provided an effective solution. They might even be problems customers never knew they had! What are the problems you solve/could solve?

Andy shares examples of '3D Businesses' who have 'broken the rules' or created 'new rules' to differentiate themselves in their market. From large organisations like First Direct Bank to smaller businesses, it’s about finding ways to break the rules and create ways to stand out from the crowd. What does this mean for you and your business?

Following the ideas outlined in this section, Andy encourages you to set aside some time to build on the learnings, reflect a little and then develop your own Dramatic Difference. Download the 'Develop Your Dramatic Difference' Toolkit and create your own Plan of Action.

Andy shares examples of how '3D Businesses' identify their 'best' customers and how you can do the same.

By taking you through a structured process, Andy helps you identify what 'Best' looks like for you when it comes to customers and establish your own criteria to help you focus your marketing efforts. He also helps you identify ways to reduce or eliminate your 'worst' customers - or at least stop attracting and chasing them! Download the ‘Choose 'Em Or Lose 'Em Toolkit’ and you’ll have the chance to develop your own priority actions to ‘Choose Em or Lose Em!’

Andy shares how '3D Businesses' identify the most effective marketing channels and the best lead generation methods that work for them, as well as the ones that don't! He then explains how to evaluate your current marketing and business generating activity. What exactly are you wanting to achieve? Are you clear? Are your team clear? Download the 'Review Your Marketing Efforts' Assessment. You’ll then have the chance to develop your own Plan to Maximise (and Monitor) Your Marketing Efforts.

Andy introduces the principles of lead generation funnels (or as he calls them says ‘buckets!’) and what they look like in the real world. He explains how to recognise the key stages of your business generation activity, the time scale between stages and the need to be proactive. He demonstrates this by talking through 2 live examples and linking them to monthly goals and targets.

Andy shares a step-by-step guide to developing your own Business Generation Activity Plan using the template provided. Download the ‘Get Proactive And Focused’ Toolkit and give it a go. Remember as Andy says it works best if you get everyone involved and break it down into bite-sized chunks.

In this lecture, Andy explains how having created your goals and targets it’s crucial to monitor and measure your marketing activity and take action as a result. It will change and it’s important you keep it alive. Make it available and visible to all, create graphs, share it in meaningful ways and keep on top of it.

In this lecture, Andy takes you through a proactive process to help you ‘Demonstrate’ Your ‘Dramatic Difference’ by using a step-by-step framework that you can adopt for your business. Sharing positive practical examples he highlights how 3D Businesses do it and how you can too. Download the ‘Demonstrate Your Dramatic Difference’ Toolkit and you’ll be in a position to pull everything together get ‘Thinking in 3D’ in your business.

Andy provides a recap of the key topics covered and revisits the 5 Key Factors for Marketing Success. He suggests you again download the Maximise Your Marketing Effectiveness Assessment Toolkit and reassess your business. Have things changed since you started this course? Are you ready to take on the next steps and apply the learnings from this course?

Andy concludes by pulling all the learning together into the ‘Develop Your 3D Marketing Plan’ which will help you apply all this work into your business. He highlights other tools, resources and courses that you can access to help you build on what you've learnt and implemented in this course. The final Download is the ‘Develop Your 3D Marketing Plan’ Toolkit. Happy Marketing!