Marketing Strategies for Small
Springl 2006 Copyright. sjh
This Certificate Confirms the Successful Completion
of 12 Small Business Short Courses by
Sue M. Patzer
at Solano Community College:
Starting & Managing a Small Business Business Budgeting Starting a Home-Based Business
Financing a Small Business Planning for Profit Small Business Recordkeeping
Business Financial Management Selecting Employees Marketing & Advertising
Managing Credit & Collections Employee Relations Risk Management—Insurance
Charles D. Eason, Director, SBDC John T. Urrutia, Dean, Business Division
Solano Community College Solano Community College
S W O T
Strengths (of the business, or yourself)
Weaknesses (of the business, or yourself)
Opportunities (in the marketplace)
Threats (in the marketplace)
The 3 R’s of Target Marketing
• Researching Your
• Reaching Your
• Retaining Your
Is Your Net Working?
• 20 second elevator blurb
• Present Your Business Cards to
the people that you think could
use your services
• Collect business cards from the
people whose services you could
• What will you do with those
• Hint: Start a Customer Database!
Implementation of Marketing
Strategy: Useful Small Business Strategies
• Differentiation - Your business is made to appear different from
the others (think in terms of a yellow page ad)
• Location – think of as geographically, “virtually”, and in the
“minds” of your clients (like, Fredericks’ of Hollywood)
• Specialization - Being specialized helps in a “saturated”
market, for example, a bookkeeper that “specializes” in contractors, or
a automobile repair that specializes in BMWs, or certain imported
• Positioning - More likely (often) used by larger corporations -
i.e.: THE other Phone Company
• Substitution - Attract customers by offering one product or
service & a low price and then sell an additional product at a higher
price. A good example is the McDonald’s Dollar Menu, or a hair salon that has a
$39 perm special.
Implementation of Marketing
Strategy: MORE Useful Small Business Strategies
• Niches finding a segment of the market that is
untapped and grab the customer’s attention.
• Star First, where you are a star, or partner with
one (a local celebrity). Second, when you use the
name of a star to draw attention (ex: George Forman
• Benefit People don’t buy features, they buy
benefits! Remember to market the BENEFITS! Tell Most small
them the Benefits businesses
use two or
Overnite Web Design
Clean as a Whistle Janitorial
What is in a Name?
The name should:
Contain the Marketing Strategy
Describe the business
Show a Benefit for the
Be an attention-grabber
Be easy to remember
Selecting a Slogan (or tag line)
• Often, the name is not enough to grab the
interest or to “tell the story”
• Add a slogan to emphasize the benefit or grab
The Bookkeeping Company
For Timely Financial Statements
Business Consulting from insight to action
• Takes planning, time, persistence
• Image / Identity are developed
• Determine the most appropriate form
– Involve the audience
– Inform the customer about the benefits
– Illustrate the benefits
– Always track your advertising response
Tracking Your Advertising Dollars
You need to know which advertisement pays
• Develop an Advertising Worksheet to plan a
targeted advertising campaign.
• Systematically TRACK your referrals through an
Advertising Response Record
• Ask your clients how they were referred to you,
and/or by whom. Thank the referrals.
• Many small business owners join Leads groups to
help stimulate referrals.
THE YELLOW Pages
One of the most common forms of advertising
is the Yellow Pages
When people look in the Yellow Pages they
are ready to buy… But, ask yourself when do
you look in the book? Do you look for a
massage therapist? How about a plumber?
We need to use a Marketing Strategy in the
Size is not always the biggest attention
grabber..it is the message!
Service Directories & Classified
Service Directories appear in most newspapers,
before the classified.
Many papers will have “special sections” or
special inserts for certain industries. Call them to
Solano County is unique due to the many local
The advantage of a Service Directory is that you
can change or drop the ad at anytime
Classifieds are also like Yellow Pages, where you
are listed alphabetically.
You can test the effectiveness by advertising once
(Sunday) before paying for a whole month, or year.
Door to Door Flyers
Still one of the most cost effective methods of
getting the word out.
Take the time to design a “professional” flyer..it
can be the standard 8½ x 11.
“Test Market” the flyer with one-hundred copies.
See if you get interest and at least one customer.
Think of the appropriate:
• Location, Message, & Timing
Be familiar with zoning practices.
Remember, door-to-door works for some
businesses and not for others!
Direct Mail Techniques
→ Direct Mail means you send out a brochure, flyer, catalog or
cover letter to a prospective client(s).
→ The real success lies in your database of potential clients
→ The more you know about them, the more you have an
opportunity of grabbing their interest and action is taken.
→ There are “mailing lists” that can be purchased for as low as
$250 per 5,000 names. The more ‘targeted’ the higher the
→ Starting your own Database Marketing is critical
(ex: start today with the members of the class)
→ Many small businesses will “grow” their own lists through
chamber mixers, trade shows, etc.
→ Follow-up is a critical element. Keeping the contact
information up-to-date is essential too.
Other means to get the message out!
Displays at Trade Shows or Community Events
ex: sponsor a Little League team, or an informative class
Sponsor an Athletic Event or a Fun Run
Utilizing Networking or Leads Groups: Letip
Promotional Gimicks: Fobs and magnets
Marketing on the Internet
E- Marketing is Hot!, but it is Not for every business!
Before you dive into e-commerce, e-marketing and
becoming a pure “click” business do your research!
Ask the questions:
What message do I want to deliver?
How do I want to format the material?
Who do I want to reach?
Do my customers have access?
Is it cost effective?
What other marketing pieces direct the clients to this
webpage (is your email or website on your brochure)?
Publicity has been defined as “free advertising”
(unfortunately there is little control over it)
You need to be able to present a “Unique Angle”
on your business to get a Press Release printed or
a PSA (Public Service Announcement) aired
Get involved with the community and annual
Become a “specialist” in your community
Time your Press Release and/or PSA at least 2
weeks before an event
Speak to classes or publicize your unique
service at a Rotary Meeting, etc.
Promotion - the Power of this P
• Many business owners only buy-in to
advertising when they consider promoting
• Remember PROMOTION is any and every
– Get the word out about your products or services
– Generate referrals and interest for your business
– Present your image
• Promotion includes advertising, marketing,
networking and publicity.
The Pro’s & Con’s of PR
• PR is cheap or FREE, • Most small businesses make
but it can be worth a lot! the mistake of not adding it
• You can save a copy of into their marketing mix.
the article and show it • Most small businesses do
again and again! not target their Publicity.
• It builds credibility and • It can be an one-time shot.
promotes your image! • Often times it is not
• It can be used to “controlled.”
enhance your • BIG Media isn’t always the
advertising! best channel.
• There is always a • Publicity is like selling..it may
publicity angle! take a lot of leg work!
What is Publicity?
Public Relations, aka PR…”public” =
any group who might have an interest
on the ability of your company to
achieve its objective.
PR is a variety of programs designed to
promote or protect a company’s image.
Publicity Includes: Press (Public)
Relations, Product Publicity, Corporate
Communication, Lobbying, Counseling
The Final R: Retaining Your Market
The customer may not be the KING,
or always right, but the customer is
always the customer!
Customer Satisfaction is the Heart of
RETENTION is the heart of staying
in business and growing (and profiting)
Customer Relationship Management
is a key element in our Growing for “80% of your
Sales & Profit Class. business comes from
20% of your
For now, remember to focus on the customers”
customer (internal & external)!
• Please turn in your suggestions
• Please turn in your group work