CDANA 2012 – 60 Minute Annual Marketing RoadMap

At the CDANA 2012 Convention in Kansas City, KS, I will be giving a 20-minute presentation on a simple Annual Marketing RoadMap that  will take you just 1-hour to prepare.

Here’s the summary…

If you look at the average small business, the portion of their budget that is scrutinized the LEAST is marketing. Why? Because few people have a concrete plan in place to scrutinize it.

According to a 2011 survey of 35 Culligan dealers:

  • The number 1 lead source, with 48.6% saying it is in their top 3, is “Reputation”
  • 43% of dealers say their cost per lead is less than $150
  • Possibly most intriguing is that 63% of dealers believe their overall marketing strategy is doing Pretty Well, or Extremely Well yet only 21% of those same dealers are “investing money where they know they are getting a return.”

Is it just me or does that last statement not quite add up? How can you be happy with your overall marketing strategy if you don’t have one?

The 60-Minute Annual Marketing RoadMap is designed to help small businesses hold their marketing dollars accountable. All it requires is an investment of 1-hour per year to lay out a game plan that you can reference 12 months later to know if you’re marketing dollars delivered what you wanted.

And you don’t need to be a marketing expert… You just need a straight-forward, simple, and structured approach to your marketing along with some easy-to-track, universal metrics for performance.

In 1 hour per year to plan and 1 hour to review, you can actually see if your marketing is working. Then each year you can tweak and adjust to keep getting better.