Guerilla Job Search Strategies

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					     Marketing:
It’s Your Business
Marketing
                      Marketing
   Marketing
   Branding / Co-Branding
   Branding Strategies
   Marketing Plan
   Guerilla Marketing



Small Business Management         Westwind
            What is Marketing?
   Marketing is NOT sales, it leads to sales
   Marketing is:
    “The process of planning and executing
      the conception, pricing, promotion, and
      distribution of ideas, goods, and services
      to create exchanges that satisfy individual and
      organizational objectives.”
      - American Marketing Association (AMA)


Small Business Management                       Westwind
            What is Marketing?
   Think about marketing as:
   Inbound:
    – Research, messaging, positioning

   Outbound:
    – Ads, PR, etc.




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         The Four P’s of Marketing
   Product
     – What you offer is what they need
   Pricing
     – Aligned with sense of value and competition
   Placement
     – Make it easy to buy!
   Promotion
     – Express your value proposition!


    Small Business Management             Westwind
Branding
                   What is a Brand?
   “A name, sign or symbol used to identify items or
    services of the seller(s) and to differentiate them from
    goods of competitors.“

   "Simply put, a brand is a promise. By identifying and
    authenticating a product or service, it delivers a pledge
    of satisfaction
    and quality."




    Small Business Management                      Westwind
               What is a Brand?
   "A set of assets (or liabilities) linked to a brand's
    name and symbol that adds to (or subtracts from)
    the value provided by a product or service…"

   "A brand is the most valuable real-estate in the world,
    a corner of the consumer's mind.“

   "A brand is a collection of perceptions in the mind
    of the consumer.“



Small Business Management                           Westwind
               What is a Brand?
   Key Points:
    – Brands are not necessarily positive!
    – Building a positive brand takes effort

    – It is critical to actively manage and
     maintain your brand




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         What is Co-Branding?

   Co-branding is the practice of using
    multiple brand names together on a
    single product or service
    (or a group of products or services)
   Leveraging one brand to enhance another
   Examples? … They’re all around!



Small Business Management                  Westwind
                Branding Strategies
     Goal: To create a brand promise that creates
      emotional connections
     1. Grounded in the brand’s core values

     2. Clearly relevant and engaging to
         your target market
     3. Able to create some sort of positive
         emotional attachment beyond
         just being “good”

    Small Business Management              Westwind
            Branding Strategies
4. Repeated internally and externally
   within your organization
5. Adaptable to the business climate
6. Continually reinforced
7. Consistent across advertising
   and marketing mediums
8. Known and echoed by business partners

Small Business Management               Westwind
Marketing Plan
          Develop a Marketing Plan
   Know and understand your customers
   Communicate your value proposition
   Take an integrated approach
   Build a relationship with your customers
   Brand your business & products/services
   Allocate sufficient funds!
   Use “guerilla marketing” methods

    Small Business Management            Westwind
          Know Your Business

  Company             Image
  Key      Messages
  Experience/Promise

  Consistency/Trust

  Audience


Small Business Management      Westwind
             Know Your Customers
   What’s the problem?
   What’s your solution? Product/Service
     – Ask “Why should I care?”

   Why is your product/service better?
     – Better, faster, cheaper?

   What is your “sustainable market advantage”
      … your “value proposition”
   Understand your customer’s buying decision process


    Small Business Management                 Westwind
               Know Your Goals
Increase:
1. The number of customers
2. The average transaction amount
3. The frequency of repurchase


   Collect the right data
   Evaluate your results!


 Small Business Management       Westwind
               Know Your Goals
Examples:
1. Increase total sales by 20%
2. Increase gross margin to
    more than 25%
3. Increase share of (product) sales to
    65% of total



 Small Business Management         Westwind
Marketing Communication
    Marketing Communication:
Key Messages for Target Audiences
   Create awareness
   Make a positive impression
   Communicate key information
   Generate enthusiasm
   Motivate action

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            Keys to Effective
        Marketing Communication

 Target       your audience
 Define      your message
 Select      the format
 Describe         the treatment


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     Expressing Your Business
 Name        of your company
 Tag      line
 Elevator         speech
 Logo

 Collateral          materials, ads, etc.

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Marketing Methods
           Integrated Marketing
 Advertising               = Paid
 Public Relations          = Free!
 Promotions
 Personal Selling
 Specific campaigns
   for specific objectives
 Cross-promote!

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                 Marketing to Sales

           Direct Mail



Launch     Advertising    Website   Brochure   Sales Call       Purchase



              PR



              SEO




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             Marketing Channels
      Branding                   On-line

          Logos                     Websites
          Stationery                Search Engine
          Brochures                 Optimization
          Flyers                    Pay per Click
          Newsletters               Online banners
          Signage                   Email marketing
          Exhibitions               SMS messaging
                                    Viral marketing
      Off-line
                                 Public relations
          Newspaper & magazine
          Outdoor Ads                PR campaign
          Radio & television         Press releases
          Direct mail                Publication search
          Door drops & inserts       Forward feature search
          Trade Shows                Publicity stunts

          In-store ads
Small Business Management                              Westwind
            Marketing Channels
 Radio and television
 Newspapers, magazines, direct mail
 The Web, e-mail
 Outdoor and transit advertising
 Directories
 Trade shows and special events
 In-store ads and promotions
 Point-of-purchase ads

Small Business Management        Westwind
              Marketing Budget
   Four Budgeting Strategies:
        What you can afford
        What the competition spends

        A fixed percentage of sales

        Objective-task allocation

 Key: Whatever it takes to
        get the job done!
 Money’s not the issue, creativity is!

Small Business Management              Westwind
     Leverage Your Resources
   Co-marketing
   Shared advertising
   Public relations
   Use “guerilla marketing” techniques




Small Business Management          Westwind
             Guerilla Marketing
   What is “Guerrilla Marketing”?
    – “A body of unconventional ways of pursuing conventional goals”
    – “A proven method of achieving profits with minimum money”


   Don’t pay for advertising
     when you can get PR for free!!
   “Viral” Marketing:
     Get others to market for you

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             Guerilla Marketing
   Based on human psychology instead of
    experience, judgment, and guesswork.
   Primary investments:
    time, energy, and imagination




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             Guerilla Marketing
   The primary statistic: profits, not sales
   Concentrate on how many new relationships
    are made each month
   Create a standard of excellence
    with an acute focus
    (instead of trying to diversify by offering
    allied products and services)


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             Guerilla Marketing
   Aim for more referrals, more transactions
    with existing customers,
    and larger transactions
   Concentrate more on cooperating
    with other businesses




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             Guerilla Marketing
   Always use a combination
    of marketing methods
   Use current technology




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Examples: of “Guerilla Marketing”

   Press releases
   Give-aways, donations & sponsorships
   Demonstrations
   Viral e-mail, on-line multimedia
   Street art
   Be creative!

Small Business Management              Westwind
       Give Your Customers …
 Give      them time
 Give      them information
 Give      them attention
 Speak        to their needs, not yours
 Be     patient!

Small Business Management            Westwind
          The Product Lifecycle




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    Beware of Environmental Factors
 Competition
 Economics
 Political
 Legal
    –   Collusion
    –   Predation
    –   Market share (monopoly)
    –   Tying
 Technological
 Social
Small Business Management         Westwind
Go For It!
    Marketing Basics = Web Basics
 Tag Line
 Value Proposition
 Sustainable Market Advantage
 Elevator Speech


 Site Map
 Cool Headings
 Products/Services
 About Us

Small Business Management        Westwind

				
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