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SAM New Business Marketing Plan

2013
SAM Marketing Plan
In order to get peoples attention you either have to have something new or be able to
solve a problem- a pain point in the industry.
Find an industry that SAM could help.
o Companies need to have $
Create a letter/email to inform companies about SAM
o We are not selling, we are educating
o Show them how it solves a problem they have
o Have a call to action: webinar, or if local- set up meeting
Push call to action
Set up date
Middle of November- week before or after Thanksgiving, or
beginning of December
Emphasize Sales Marketing Automation revolution
o Still need traditional marketing- tv, print ad, radio ad, etc
o Track digital input
o How well did it work?
o Track emails/website
Success will be measured by how many people attend webinar
o However, we want quality over quantity- people who could actually be clients.
What is SAM?
o Marketing automation is one of the cornerstones of the modern, data-enabled
marketing environment- the ability to strategically deliver the content that
meets changing buyer behavior and unlocks new sales opportunities. In short-
targeted advertising- with less hassle.
o Tracks your digital footprint of webpages, social media, and email marketing,
and automates marketing tactics based on user interaction.
o Nurtures companys potential customer relationships, drives sales, improves
communications for sales teams, and provides trackable return on investment on
your marketing performance.
o Tailored Marketing provides the full marketing automation support- from
communications strategy to technical implementation to creative services.
We research, customize, and implement the SAM system
Research & Pilot Program, Building the Platform, Training & Support





SAM New Business Marketing Plan
2013
Target Industry: Retail and Wholesale Trade
o Use companies from mailer list 3
o All these companies meet the criteria for TMI (private, headquarter
location, make > $1,000,000, in Western Pennsylvania, Western NY,
Ohio region)
o Why retail? Retail companies are always trying to sell something-
utilize email and web a lot.
Pain Point of this industry:
o Retailers are always trying to sell something- their product, service,
brand.
o We can customize emails to their contacts demographic and
interest/interaction rate, allow them to have better communications
with their potential customers and narrow down a more accurate
target market- who is actually interested and opening email, clicking
website, etc.
o This will in turn result in stronger marketing to each individual and
increase sales and interest.
Sample Letter/Email to Companies
o Talk about what the SAM revolution is, how it can help them, how it
is useful in retail industry
o For email, shorter body (teaser) to get their attention, attach one
page flyer click on attachment for more info and about webinar
o Include survey for credible source of pain point
2013 PNC Economic Outlook survey
Weak sales SAM is a solution
o Low-growth consumer markets
o Understanding the consumer
Pittsburgh business times?
o Search trends and pain points of retail
o Tell them what SAM lets you do- not how
o For letter- short, bullets
o Taking big data to nurture relationship w/customers


SAM New Business Marketing Plan
2013
Email:
Hello (Marketing Exec/Company Name),
The 2013 PNC Business Owners Outlook Survey shows that 47% of
small and mid-sized business owners expect their sales to plateau in 2013,
and 6% expect their sales to decrease.
Call admissions or alumni
Contact colleges:
PITT
Duquesne
Carlow
Chatam University
CMU
Penn State
Community College of Alleghany
Point Park University
La Roche College











SAM New Business Marketing Plan
2013
Phone Call
-Hi, my name is Abigail Dobbertin and Im a student at the University of Pittsburgh. I am conducting
some research for Tailored Marketing and was wondering if you have a few minutes to answer some
questions?
What is a pain point the admissions department has recently been facing?
For example, are you having trouble attracting students to the school, having them
commit for some reason (like expenses, less eligible students than previous years)?

What things are you currently doing to market to prospective students- for example
email or social media.

Do you have a current system in place to track interaction with your website, social
media, and the emails you are sending out to prospective students?

Is a system like this something that could help your department?

We have a new automated marketing system that tracks your digital footprint of
webpages, social media, and email marketing; and in turn automates marketing tactics
based on user interaction. So essentially it is short-targeted advertising with less hassle,
by allowing you to strategically deliver content to a more interested market.
If they ask what automated tactics- it tracks the rates your emails are being
opened and who they are being opened by, links that are being clicked on, and
when webpages and social media are being visited.

o This system also has an automatic email mechanism that would for example, send out
an email with more information to someone who had been looking at the nursing school
on your website.

o Is this something you are interested in receiving more information about? If so Tailored
Marketing could have a representative come in to talk to you more about it, or we could
set up a date for a webinar.
Tailored Marketing provides the full marketing automation support, from
communications strategy, to technical implementation, to creative services. We
research, customize, and implement the system.
How it helps companies: Nurtures companys potential customer relationships,
drives sales, improves communications for sales teams, and provides trackable
return on investment on your marketing performance.

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