Strategic Marketing Spec – Outstanding Results

Report To
Andy Preston, Neeraj Takiar

Job Expectations

We expect the candidate to develop the marketing strategies for Outstanding Results, both on-line and off-line, and find new solutions for promotion and sales.  In addition, we would expect the candidate to drive sales to some of our public events.

Job Description

You will be responsible for researching, identifying and creating new ‘niche’ market opportunities for the company.You will be responsible for creating a marketing and brand strategy for Outstanding Results, both on-line and off-line.you will work with internal and external colleagues and suppliers to re-market and re-design the company logo, brand, literature and web-site to meet the marketing objectives you have devised.

You will research and identify opportunities to host potential new events in the UK, Dubai (March 09) and Canada (July/August 09) and create a marketing strategy to attract attendees.You will contact existing and new potential customers to invite them to attend our events, both in the UK and overseas.You will be responsible for the database and update it with all information with regard to conversations and/or marketing material sent to clients and potential clients.

 Organisational Goal 1

Research, study and understand enough about Outstanding Results and what we offer, in order that you can brief future interns
1a) Look at and read the 3 company websites….

I)          www.outstanding-results.co.uk

II)       www.andy-preston.com

III)     www.salestrainingbreakfastclub.com

1b) Read all documentation provided in your intern pack.
1c) Compile a list of any questions you have and send to Andy for discussion
1d) Compile a document detailing our services, advantages of them, target markets etc for future interns.

Organisational Goal 2

Create a new overall marketing and brand strategy for Outstanding Results to communicate our offering better to the corporate market, and our identified target market sectors.

2a)  Examine how we currently communicate our offering to the market, and come up with suggestions for improvement.

2b)  Look at launching a printed newsletter to sales managers/directors with relevant articles, suggestions and communicating upcoming courses in order to maximise sales opportunities.

2c)  Investigate social media platforms that we use (Ecademy, LinkedIn, Business Scene, Facebook, Twitter, Andy’s Blog) and come up with a strategy to drive potential clients into our sales pipeline using these methods.

2d)  Ensure all ‘public’ events for Outstanding Results and our sub-brand Sales Training Breakfast Club are listed on all these platforms, plus Crains Manchester Business website.

2e)  Look at strategy for driving people towards our webinars and come up with suggestions for improvement.

Organisational Goal 3

Contact existing and new potential customers to identify new sales opportunities

3a)  Follow up attendees from public events to discover….

-          Their thoughts and feedback on the event (use post-course attendee feedback form)
-          Biggest sales challenges
-          Potential interest in future events

3b) Telephone new potential customers.  The focus of this call will not be to ‘hard sell’, merely to invite the prospect to do one of the following (whilst of course understanding more about their needs)….

-          Have a meeting or consultation with Andy

-          Attend a public course to view Andy in action, with a view to some in-house training

-          Book a place on a Sales Training Breakfast Club event

-          Book a webinar place

-          Set up a future date for contact

3c)  Input all customer and prospect contacts on the database, and use it to manage all future contacts etc.

3d)  Use the database and company email templates for all email communications and follow ups.

Organisational Goal 4

Research, Identify and Create new ‘niche market’ opportunities’ for the company

4a) Look into industry sectors where we are already strong – for example Recruitment, Print and Office Supplies, Design, Telecoms, IT. 

4b) Examine how we can communicate our offering better to those sectors and create a marketing plan and strategy to obtain more sales from them, more often.

4c)  Identify and Research new potential sectors for us to target (e.g. IFA’s) and thoroughly understand their challenges in terms of gaining profitable sales.

4d) Create a marketing and communication plan as in 2b) above to obtain sales from them.

Organisational Goal 5

Liaise with internal and external colleagues and suppliers to re-market and re-design the company logo, brand, literature and web-site to meet the marketing objectives you have devised.

5a)  Create a specification for external supplies to tender for a re-brand of company logo, brand, printed literature and website.

5b)  Liaise with colleagues and external supplies to go through tender and supplier selection process.

5c)  Work with chosen supplier, current web developers and current printers to implement changes across all on-line and off-line communications with clients.

5d) Check and make sure that each document/communication tool of the company is aligned with it. Then, create a new folder containing an example of each document to which every member of the company will have to refer to in future.

Organisational Goal 6

Research and Identify opportunities to host potential new events, then devise a marketing and communications strategy to attract attendees.

6a)  Research and identify opportunities to host Sales Training Breakfast Clubs in other UK locations (Suggested Liverpool, Leeds, Birmingham, Central Manchester, Bristol, Essex/Herts)

6b)  Research and identify opportunities to host Sales Training Breakfast Clubs in Dubai (in March 09) and Ottawa (Canada) in July/August 09.

6c)  Create and implement a marketing and communications plan to fill any of the above locations that we decide to host an event in, in order to attract attendees and have a successful and profitable event.

Organisational Goal 7

Establish Outstanding Results as a leading supplier of sales training, coaching and consultancy to the corporate market in the UK and overseas.  This should be done by establishing sales to UK and overseas companies under the Outstanding Results brand name.

7a) Thoroughly understand the sales training, coaching and consultancy market by reviewing the company (and sub-companies) websites and talking with Andy.

7b) Conduct competitor research to gain a further understanding of the sales training, coaching and consultancy market; for example contact sales training companies and gain information about their market offering. Ask potential customers for their needs regarding sales training and gain information regarding contracts (or ad-hoc training) with other suppliers.

7c) Think of better ways to market the sales training than current methods.

Person Specification, Required Skills & Experience

q       Quickly understanding business  and applying information

q       Self development orientation

q       Passion for Marketing & Media industry

q       Good communication skills

q       Good standard of English

q       Planning & Organising

q       Positive self-image

q       Creativity

q       Good cultural background

q       Ability to work under pressure in order to meet deadlines

q       Capable of working unsupervised and as part of a team

q       Motivation

Competences / Types Of Skills / Type Of Person

Decisiveness / Conceptual Thinker

Innovativeness/Initiative – generating original & imaginative ideas & solutions to problems, proactive problem solving; seizing opportunities

Analytical Thinking/Critical Information seeking – Logically breaking problems down into their essential elements; carrying out diagnosis and developing solutions; gathering critical information to assist problem solving

Ability To Learn – Quickly understanding and applying information, concepts and strategies

Self Development Orientation – Taking continuous action to improve personal capability

Adaptability – maintaining effectiveness in different situations, environments and cultures.

Flexibility – Ability to alter behaviour and opinions in light of new information or changing situations

Professional Confidence / Positive Self Image – Believing in oneself

Self Control – Continuing to perform effectively in stressful and difficult circumstances

Tenacity – Repeated and enduring efforts to overcome obstacles and/or to complete tasks

Results Orientation / Thoroughness – Seeking completeness & accuracy; focusing attention on key objectives wanting effective outcomes

Planning & Organising

Customer & Commercial Focus / Awareness