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Small Business Marketing Ppt
- 1. Marketing for Small Businesses
- 2. Marketing 101Energize your business in a BIG way on a small budget.
- 3. Enhance your understanding of marketing principals that when implemented, will increase awareness of your company and will help increase sales without breaking the bank. Objective
- 4. Simply stated, marketing is everything you do to place your product or service in the hands of potential customers. What is Marketing?
- 5. What is Marketing? Marketing includes: The commercial processes involved in promoting and selling -- and distributing a product or service.
- 6. What is Your Product or Service? Know what you are selling. If your customer requires a hole be clear on the type of hole required. What is the need and how will you meet that need.
- 7. Who is Your Customer? Think about who are the gatekeepers, influencers and what role they play. BUYING ROLES DECISION-MAKING PROCESS Initiator Influencers/Evaluators Gatekeepers Decider Purchaser Users Need Recognition Information Search Evaluation of Alternatives Purchase Post-Purchase Behavior Political, economic , social and technological parameters apply. P.E.S.T.
- 9. Chamber Events
- 10. Social Events
- 11. Social Media
- 12. Internet
- 13. Trade Shows
- 15. Webinars
- 17. Logo vs. Brand Your logo or mark is not your brand. However, it should reflect your brand (or promise). http://www.sporcle.com/games/corplogos.php Click to test your logo recognition.
- 18. When you think about a logo you can use the letters in your name creatively to keep it simple, clean. It doesn’t require an elaborate or expensive graphic.
- 19. Marketing Tactics LISTEN TO YOUR CUSTOMERS THINK ABOUT WHAT YOU HEAR SPEAK IN WAYS THAT RESONATE
- 20. Listen Research Observe Ask questions
- 22. Focus groups - Treat your potential customers Starbucks. Pick their brains to learn about their needs, projects, develop relationships.
- 23. Pick up the phone and talk to people..
- 25. Listen All of you have an idea of who your customers are. If you did not, you would not have succeeded this far. Understanding your customer is important for speaking to them in ways that resonate and ultimately convince them to buy from you.
- 26. Don’t Waste Your time and Your money A plan created in a vacuum, based solely on your perceptions, may not advance your agenda. Marketing
- 27. The marketing plan is your strategy for allocating resources (time and money) in order to achieve your objectives (a fair profit for supplying a good product or service). Without a plan, your entrepreneurial dream is really wishful thinking. While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape. That's why market research, however simple or sophisticated, is important. Marketing
- 28. Think
- 30. You know who your customers are, WHAT’S NEXT! SWOT The Marketing Plan Marketing Mix
- 31. Think SWOT STRENGTHS WEAKNESSES THREATS OPPORTUNITIES You must be honest about professional and environmental issues effecting your business. List them under the headings above.
- 32. SUBMITTED SWOT LISTINGS STRENGTHS Examples: Experience/knowledge Winning attitude/values Ability to learn Innovation Financial reserves Competitive advantages Pricing Think WEAKNESSES Examples: Lack of marketing Cash flow Lack bonding capacity Gaps in capabilities Accreditations Competition Processes and systems
- 33. SUBMITTED SWOT LISTINGS Think OPPORTUNITIES Examples: Government ops Public sector ops Economy improving Partnerships New markets Information/Research Technological developments THREATS Examples: Lackluster performance Economy Competition Political effects Market demand Loss of key staff Seasonality/Adverse weather
- 34. Think What are your Measurable Goals? What are your Objectives? What Marketing Strategies will you Implement? What Tactics will you use?
- 35. What strategies will help you… take advantage of the strengths? minimize, address or eliminate weaknesses? take advantages of opportunities and turn them into revenue growth? minimize, address, eliminate threats OR turn them to a positive? THINK!!!!
- 36. Think The Marketing Communications Mix - Tactics PROSCONS Advertising Sales Promotion Public Relations Direct Marketing - cost - credibility + control + impact - profits - long-term loyalty + sales volume + trial - control - frequency + credibility + cost - cost (most expensive) - reach + impact + complex products
- 37. Think Advertising – Paid communication that is created and controlled by the advertiser. Sales Promotion – Is an exceptional offer that lowers the price or provides a special incentive to drive trial and usage. Public Relations – Is a mass-communication method that promotes a person, product or company via non-paid editorial coverage. Direct Marketing – Is a one-on-one approach to marketing that primarily relies on a sales force or targeted direct mail.
- 38. Think Differentiate between goals and objectives. Goals are measurable. (I will generate $50,000 in sales ,over last year, by year’s end.) Objectives may not be measurable. Strategies tell “how” at a high level. (I will get my company name, messaging and brand in front of 20 new viable prospects per month. Tactics are the “whats” or actions. (I will make 10 direct calls, hold a coffee networking event, attend an association meeting each month and optimize my website and run ads in a newsletter.)
- 39. Speak
- 40. Speak Positioning Branding Messaging – Key messages Marketing Channels Social Media PR/Communications Awards Internet Networking
- 41. How Did You Do? Measuring ROI Measure Brand Awareness Count Leads Generated Count new Relationships Count Proposals Count Awards Calculate Web Traffic Did you use clean, crisp graphic design? Did you use concise verbiage that educates? Did you have consistent messaging and limited type faces? Was it the branded look and feel consistent?
- 42. Q & A Do you have questions? Call your marketing director at Nourse Marketing, at 214 906-8314 or email me at pnourse@mymarketingdirector.biz
- 47. Register for Free Webinars
- 48. Google articles and white papers
- 49. Engage your entire support team
- 51. Pick up the phone and call me for free consultingResources & Assistance
Editor's Notes
- Read objective. Remind about pavement pounding and relationship building. Networking is actually a marketing tactics. The variety of tactics you implement is your marketing mix and each supports the other. Marketing is an umbrella term for all activities associated with selling your product or service. It includes market research, collateral or brochures, signage, marketing planning, defining markets, etc. WHAT DOES THIS MEAN TO THEM?Implementing marketing tactics is critical to the growth of your business. Your business is operating in a competitive environment where customers are becoming increasingly demanding and your competitors more savvy. The way you market your company’s brand, products and services can mean the difference between you or your competitor getting the sale.
- There is often confusion about what marketing is. So let me put it this way. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the RIGHT things to the RIGHT person ---that's marketing. If the young man tells his date how handsome, smart and successful he is --- that's advertising. If SOMEONE ELSE tells the young woman how handsome, smart and successful her date is -- that's public relations." You might think of marketing this way. If business is all about people and money and the art of persuading one to part with the other--then marketing is all about finding the right people to persuade.
- Business is: An exchange of goods and services for an agreed sum of money.Marketing includes: The commercial processes involved in promoting and selling -- and distributing a product or service.Business development and marketing should be integrated in that marketing supports business development and their messages are identical. These are the things you CAN control. The product, price, distribution place OR how you get your product or service to the customer. Promotion represents the various aspects of marketing. The Marketing Plan is your strategy for allocating resources (time and money) in order to achieve your objectives --a fair profit for supplying a good product or service. You’ll hear more about that.
- What is your product or service? Wal Mart for example. What kind of service are they really in????? ASK THE AUDIENCETHEY ARE IN THE BUSINESS OF DISTRIBUTIONTheir manufacturing customers get the benefits of Wal Mart’s superior distribution volume. The manufacturer’s customers --- who are you and I when we shop at Wal Mart are fulfilling a desire to get that Dell lap top or box of Tide at a discounted prices. Someone is working on a construction project where they require a ¾” hole.The theory is that if you manufacture 3/4 “ drill bits you are really in the business of selling 3/4 “ holes because that is the solution that you ultimately provide. If you operate a janitorial service for newly completed construction projects-- what you ultimately provide is a “final clean”. ON YOUR MARKETING PLAN TEMPLATE LIST YOUR PRODUCT OR SERVICES.What are you selling? You might really be selling an experience for the end user that includes dust free, fresh smell, germ free.
- Think about who are the gatekeepers, influencers and what role they play. EXAMPLE: HOSPITAL—PARKING SPACESThe gatekeeper may need to feel important, users need for their lives to be made easier, initiators may need to feel like the hero. Their role in the process affects the way and method you communicate to them.P.E.S.T What these things represent are cultural differences. There is a different culture in NY vs. CA or TX. There is a different culture between the military and the commercial business arena. There is a cultural difference between city and the federal governments. LIST YOUR CUSTOMERS
- Think of where your customers might congregate. Go there. Industry Associations, AGC - Chambers of Commerce -– Events (Happy Hours, Awards ceremonies) -- ConferencesInternet – Social Media (Linked In) Business publications – The Military Engineer, Company and association newsletters WARRIOR GROUP PUBLISHES A NEWSLETTER ABOUT ITS PROJECTSThink talking to your customers one-to-one or small groups Use your elevator speech
- All these movie posters are selling a family entertainment experience but their promises are different. They are designed (or branded) to reflect their promises.Disney, sweet princess. Partially non-animated. Suspenseful. Not selling Alice. Selling the Johnny Depp brand.
- Your logo or mark is not your brand. But it should reflect your brand (or promise).Let’s talk about what we feel when we see these marks or logos. VW – Honesty, value, competitive priceMercedes - High performance, safety and prestige, luxuryHonda - Cars that work. Perfectly. All the time. ReliabilityToyota - Quality, innovation and value.
- When you think about a logo you can use the letters in your name creatively to keep it simple, clean. It doesn’t require an elaborate graphic.
- All of you have an ideal of who your customer is. If you did not you would not have succeeded this far. Understanding your customer is important for speaking to them in ways that resonate and ultimately convince them to buy from you.
- Tell them what primary research is. How they can use it to their advantage. SurveyMonkey – using the internet is cheaper, faster, wider Focus groups - Treat your potential customers Starbucks. Pick their brains to learn about their needs, projects, develop relationships. Pick up the phone and talk to people. You met one on one last week with representatives of key organizations. Stay in contact with them. There is a value to anecdotal information, it is not scientific but in the beginning it may be all you have and it’s free.
- McGraw Hill charges $600 for construction trends dataBureau of Labor Statistics has employment and industry trends that are indicative of market trends, FREE online. Publications and associations publish data and annual trend data. The Society of American Engineers district web sites have small business updates and future project updates
- All of you have an ideal of who your customer is. If you did not you would not have succeeded this far. Understanding your customer is important for speaking to them in ways that resonate and ultimately convince them to buy from you.
- Marketing plan is your strategy for allocating resources (time and money) in order to achieve your objectives (a fair profit for supplying a good product or service). Without a plan, your entrepreneurial dream is really wishful thinking. While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape. That's why market research, however simple or sophisticated, is important. AUDREY’S DEMOGRAPHIC/PSYCHOGRAPHIC GAME
- Marketing plan is your strategy for allocating resources (time and money) in order to achieve your objectives (a fair profit for supplying a good product or service). Without a plan, your entrepreneurial dream is really wishful thinking. While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape. That's why market research, however simple or sophisticated, is important. AUDREY’S DEMOGRAPHIC/PSYCHOGRAPHIC GAME
- The Marketing Plan supports companies business goals and vision.
- Tell them why this is important in their planning. You must be honest about issues effecting your business.
- Exploit your strengths and address your weaknesses.
- Seize opportunitiesConsider your threats. Which can be addressed short term and long term? Many will be long term. You can begin to improve performance right away and you can begin to learn more about your competition. Dealing with the economy and a low level body of work may be a long term threat that requires your attention over several years.
- Explain difference between goals, objectives, strategies and tacticsDifferentiate between goals, objectives. Goals are measurable. (I will generate $50,000 in sales over last year by year’s end.) Strategies tell “how” at a high level. (I will have get my company name, messaging and brand in front of 20 new prospects per month. Tactics are the “whats” or actions. (I will make 10 direct calls, hold a coffee networking event, attend an association meeting each month.) . PR dos and don’tsGet help with PR.
- Consider the right tactics for you. Advertising – Paid communication that is created and controlled by the advertiser. Sales Promotion – Is an exceptional offer that lowers the price or provides a special incentive to drive trial and usage.Public Relations – Is a mass-communication method that promotes a person, product or company via non-paid editorial coverage. Direct Marketing – Is a one-on-one approach to marketing that primarily relies on a sales force or targeted direct mail.
- Explain difference between goals, objectives, strategies and tacticsDifferentiate between goals, objectives. Goals are measurable. (I will generate $50,000 in sales over last year by year’s end.) Strategies tell “how” at a high level. (I will have get my company name, messaging and brand in front of 20 new prospects per month. Tactics are the “whats” or actions. (I will make 10 direct calls, hold a coffee networking event, attend an association meeting each month.) . PR dos and don’tsGet help with PR.
- Explain difference between goals, objectives, strategies and tacticsDifferentiate between goals, objectives. Goals are measurable. (I will generate $50,000 in sales over last year by year’s end.) Strategies tell “how” at a high level. (I will have get my company name, messaging and brand in front of 20 new prospects per month. Tactics are the “whats” or actions. (I will make 10 direct calls, hold a coffee networking event, attend an association meeting each month.) . PR dos and don’tsGet help with PR.
- ReviewReminder: Quality of their marketing efforts. Negative perceptions. Typos. Mixed type faces. Less is more. Poor quality a reflection on you. Personal presentation, bill board. Pick the best paper stock you can Develop engaging collateralTALK ABOUT WHAT HAS WORKED FOR WARRIOR -----POSITIONING, CONSISTENT MESSAGING, PR, AWARDS, WEB SITE AND WEB MARKETING. PRINT ADS, TRADE SHOW EXHIBITING, SPONSORSHIPS, …Look to Audrey for BrandLook to Jennifer for PR/CommLook to Carrier for Social Media
- Quality of their marketing efforts. Negative perceptions. Typos. Mixed type faces. Less is more. Poor quality a reflection on you. Personal presentation, bill board.
- AFTER Q & ABREAK INTO GROUPS OF 3 For material review
- Refer the tools submitted as handouts for their binders. MOVE TO MATERIALS CRITIQUE IN QUAD AREA.