Shaping Perceptions. Delivering Results. Professional Marketing and Public Relations Support Presented to: Fairfax County EDA Procurement Academy November 10, 2010

Shaping Perceptions. Delivering Results. 2 VARCom Proprietary Questions to Consider 1.Who are they and what keeps them up at night? 2.What’s going on around here? 3.So, what makes you so special? 4.Hey! Where’d you get that nice suit? 5.Sorry, who are you again?

Shaping Perceptions. Delivering Results. 3 VARCom Proprietary Who are they and what keeps them up at night? Clearly define the customers/segments you’re going after Understand your customers/targets Know what their key drivers are Have a feeling for what keeps them up at night or causes them headaches Always begin by looking at the world from their perspective “Don’t tell me how wonderful you are; tell me how you are going to help me!” Find unfulfilled needs Play off Fear Uncertainty and Doubt Find ways to make the customer a hero Clearly articulate features and benefits Market Segmentation and Targeting

Shaping Perceptions. Delivering Results. 4 VARCom Proprietary Who’s the target and what are their drivers?

Shaping Perceptions. Delivering Results. 5 VARCom Proprietary What’s going on around here? Nothing occurs in a vacuum Understand where you fit in the competitive landscape Who are your customers/prospects using for the goods/services you offer? Figure out what’s working for them Understand what is happening in the business environment Situational awareness –SWOT analysis –PEST analysis Competitive Analysis

Shaping Perceptions. Delivering Results. 6 VARCom Proprietary Sizing up the competition

Shaping Perceptions. Delivering Results. 7 VARCom Proprietary So, what makes you so special? Define your positioning vis-à-vis the competition What is your UVP (unique value proposition) and your SCA (sustainable competitive advantage) - Value being the key word Make sure you describe the convenience of buying from you What is your messaging? Theme; 3 – 4 message points with supporting details The 5 C’s of messaging Have an “elevator speech” prepared and rehearsed UVP and Messaging

Shaping Perceptions. Delivering Results. 8 VARCom Proprietary What’s the message; is it effective?

Shaping Perceptions. Delivering Results. 9 VARCom Proprietary Hey! Where’d you get that nice suit? Perception is reality Make sure the image you want to project is what is being perceived This can be measured, shaped and modified Branding and corporate identity The goal is to stand out and be remembered with a positive perception Remember A-I-D-A Perception and Branding

Shaping Perceptions. Delivering Results. 10 VARCom Proprietary What is your perception of these brands?

Shaping Perceptions. Delivering Results. 11 VARCom Proprietary Sorry, who are you again? Communicate, communicate, communicate Use an Integrated Marketing Communications approach Plan your communications into the future Builds an ongoing relationship Keeps you top of mind Use multiple touch points Integrated Marketing Communications

Shaping Perceptions. Delivering Results. 12 VARCom Proprietary Bringing the IMC pieces together Collateral Personal Selling Partnering Trade Promotions Public Relations Advertising Social Media Website Branding CRM

Shaping Perceptions. Delivering Results. 13 VARCom Proprietary Components of Public Relations Publicity Press Releases Marketing Community Relations Government Relations Public Affairs Media Relations Analyst Relations Press Conferences Investor Relations Crisis Communications Awards/Nominations Tours/Open Houses Thought Leadership

Shaping Perceptions. Delivering Results. 14 VARCom Proprietary The power of Public Relations

Shaping Perceptions. Delivering Results. 15 VARCom Proprietary Building an IMC Plan

Shaping Perceptions. Delivering Results. 16 VARCom Proprietary What Marketing Can’t Do High-quality products or services Clearly defined and communicated vision, mission and goals for the organization Adequate infrastructure (finance, legal, admin, IT, etc.) Strong management team and workforce Internal processes and procedures Effective organizational structure Hard work, passion, drive, determination... Which you all clearly already have However, marketing is not a cure all. You must also have:

Thank You For Your Attention Good Luck With Your Business! VARCom Solutions Shaping Perceptions. Delivering Results.