08Nov20 PPPresentation MARKETING2

							Cost Effective




Small Business Administration/SCORE



        EIGHT
   Marketing is the process of planning and executing the
    conception, pricing, promotion, and distribution of ideas,
    goods, services, organizations, and events to create and
    maintain relationships that will satisfy individual and
    organizational objectives. (Contemporary Marketing Wired 1998)


                         Product                          Price


                                        Target Market
                           Place

                       (Distribution)                   Promotion
   Marketing Plan
     Your blueprint for communicating the value of your products and/or
      services to your customers.
     Outlines the specific actions you intend to carry out to interest
      potential customers/clients in your products and/or service.
     Specifies how you plan to persuade them to buy the product and/or
      services you offer.
     Defines your budget and Return On Investment (ROI).

   Marketing Strategy
     Your roadmap - tells you where you want to go and how you’re going
      to get there.
   Online Research Tools
              U.S. Department
                 of Labor
   Offline Research Tools
     Washington Business Journal
     Trade press, Newsletters
     Visit the competition as a customer – what
      appeals to you? What doesn’t appeal to you?
     Associations, Chamber of Commerce,
      Better Business Bureau
   Know Your Customer
     Demographics - Who’s your customer?
     What does your customer want?
     Geographic Concentration – where will they come from?
     How do you reach them?
     What, or who, influences their buying decisions?

   Be Sure Your Customer Knows & Remembers You
     Create credibility and trust
     Demonstrate your expertise
     Measurable testimonials
     Guarantees
   Online Social Networking
             Meetup.com
             Facebook
             LinkedIn
             MySpace
             YouTube – Viral Marketing
             Wikipedia
       Cost effective
       Be discovered; discover inside connections that can help you close deals
       Find potential clients, service providers, subject matter experts, and partners
       Post and distribute job listings
       Get introduced to other professionals through the people you know
   Web Site
     A Web Site is your business in a box , reflecting the same
      level of information and service one can gather by visiting
      in-person … and more
     Establishes a familiar face; builds recognition
     Creates value and implies validity
     But … if you don’t have a web site that effectively
      represents your image and message, and if you can not
      maintain/update your site, think twice.
   Blogging
     Start and enter blogs specific to your business
      ▪ What are people saying?
      ▪ What do you have to offer?
      ▪ Are people listening and responding to you?
      ▪ Blogs are not for “hard selling.” They’re for dialogue and
        establishing yourself as a “subject matter expert.”
   Web sites and Blogging Complement Each Other
     Create a community NOW
     Drive traffic to you and your expertise/ideas
     Gauge interest
     Twitter.com is a good start. It’s a mini-blog often referred
      to as a ‘virtual water cooler’
     Search the web for applicable blogs
   Low Cost Outreach
     Partnerships and Alliances
     Referral Program
     PR – relevant publications
     E-mail newsletter
     Seminars, trade shows, conferences, expos –
      attend and/or participate
     Promotional items
     Community activities
   Brand, Identity, Logo
     Your identity (brand) is a powerful communication
      tool, yet few businesses consciously create and
      use a brand identity, or logo to their advantage.
     Your message and identify should be simple,
      concise, visual and consistent.
   Marketing Success
   Marketing is the most challenging challenging any
Marketing is acknowledged to be the most activity for activity
for any company. The increasing complexity of markets and the
     company – big or small. Targeting a market niche and
speed of change means that a shotgun approach will not be
     simplifying your approach will produce the best possible
effective. The rifle approach involved in targeting a market niche
     results.
ensures that the best possible impact will be achieved.
     If you remain focused on the core driving forces of your
There are significant challenges to achieving marketing success.
     marketing programs -- while remaining open to new ideas
If you remain focused on the core driving forces of your
     -- you will find your way!
marketing programs -- while remaining open to new ideas --
you will find your way.