Matt DavidsonLOGO Dynamics

matt@logomd.com

(804) 241-1152www.growyourbusinesswithcc.com

A Marketing Tune-Up

Results of A Failure to Keep a Car in Tune

Is It Time To Tune-up Your Business?

Who is Matt Davidson?Small Business Owner, 20 years Involved in Sales for over 27 years as salesperson and sales trainer Known the highs and lows of retail sales

Key Thought: Hope That Things Will Change is Not An Acceptable Strategy

Where Have the Experts Gone? Times have changed

What the Previous Generation Heard?o “You can have everything you want if you work hard

enough”—Ben Franklin, “Poor Richard’s Almanac” and others

o “How to Win Friends and Influence People?”—Dale Carnegie

o “Keep A Positive Attitude—Your Key to Success” –Dr. Norman Vincent Peale

o People Want to Buy Their Way. There are Four Basic Personality Types-Drivers, Expressives, Analyticals, and Amiables—IBM Sales Training, 1950-60’s, hear it often today from various sources

o “Get Rid of ‘Stinkin Thinkin’” –Zig Ziglar

What do we hear today?

IN 2011You have to be on the Internet to sell today—Web

Site, FaceBook, LinkedIn, YouTube, etc. You have to be “positioned” well—(whatever that

means). You need to spend a lot of money and hire experts to

be effective. You need to “Wow” people with technology—cute

gimmicks that bring them back to your web site. You need to spend a lot of time doing “technie” stuff.

Bottom Line

There are no expertsThe marketplace has changed, is changing and will

change to the point that no one can be any more than a resource and talk about what has worked for them.

Your task: See if anything I have to say makes sense to you.

What is Business?Traditional Definition-Goods and Services that

Change Hands for Money

Description of the Economy, 1950-2000:

* Increasing supply of money

* Increasing ability to obtain credit

* Goods and services in limited,

sometimes short supply

* As the time passed, increased ability to communicate

* Limited Government regulation

The Economy: 2000-2011Fear of Economic Catastrophe Money is available but people in general make decisions based on

fear not opportunityGoods in great supply and distribution capability at all time highCommunication has greater range than anytime in recorded historyKey Thought—Ours is a Value Oriented Economy and people

will purchase if they see value in what we have to offer. They are motivated to buy more by another person’s recommendation than traditional media advertising.

What is the New Definition of Business?

Business is The planned creation of “WOW!” moments with every

SuspectProspectCustomerClientAdvocate

In order to secure the client’s loyalty and guarantee the continuation of a business relationship.

Case Study: Shady Grove PreschoolThe magnet art I could have supplied was

this?

What I did supply was this

Where do you think the client will be buying magnets in the future?

Marketing 101: A.I.D.A.

AwarenessInterestDesireAction

Awareness

Interest

Desire

Action

Main Focus in the Past: Getting New Customers

New Tools Have Changed the Game

Keep

KEEPClients

FINDMORE

Convert to Advocates

Retention is the New Acquisition

Intrusion vs. Permission Marketing

Spam Junk MailStupid CommercialsPhone SolicitationYou name it

Opt-in NewsletterNetworking EventSocial NetworkingTargeted E-Mail

MessageSocial Events including

Charity

What Is Your Brand?Misconceptions About A Brand

Only the Large Corporations Have OneA Logo is A Brand

What Your Brand IsMore About What People Say About You and Your

Company than What You Say About ItIt Starts With What You DoMay Have More to Do with the Way You Do Business

Where to Start:What makes you distinctive?What concerns are on the minds of people who are your

clients or potential clients?What is Your Purpose? State it in a Tweet (140 characters)

The Media Has Changed—Have You?Paid Media Owned Media Earned MediaPay to Get A Channel Controlled The

CustomerAttention By the Brand Becomes

the Media

TV Commercial Website Like on Facebook

Newspaper Ad Blog ReTweetSponsorship Email List ForwardGroupOn Social Networking YelpDisplay Ads Twitter LinkedIn

The Key to Success—A Great Customer Experience

Key Point—There is No Marketing Cure if You Suck So Get Your Act Together Before You Start

MarketingDelight is Not Enough

Many companies focus on avoiding DisappointmentFew focus on providing DelightGreat companies make a habit of Confounding

Customer Expectations by providing exceptional service

Not so great companies Conform to Customer Expectations

The Goal:Confound

DelightDisappoint

Conform

Conforming Disappointment—I didn’t think you were very good and you weren’t.Confounding Disappointment—You missed the mark to such a degree it is simply unbelievable!Conforming Delight—I expected you to be remarkable and you were.Confounding Delight—You are so good, I just can’t imagine how you do it! You “wowed” me! Scott McKain , www.scottmckain.com

Elements of A Good Marketing Plan

Establish Your IdentityBasics like Business Cards, Signage and ApparelNext Steps—Target MarketsDevelop Marketing Copy Based on Perceived Needs Review Where to Put Marketing Information Online

( Follow-Up to Make Sure it is Current)Plan Marketing Projects and Review the Available MediaJoin Networking Groups like the Chamber of Commerce,

Service Clubs and/or Community Oriented Groups Execute the Plan and Review at Regular Intervals

Recap and SummaryThe Definition of Business is the Planned Creation of

“Wow” moments with every Suspect, Prospect, Customer, Client, and Advocate in order to secure the client’s loyalty and guarantee continuation of their business.

Write your Purpose Statement with a client’s needs in mind.

The New Tools have changed—Goal of Marketing is to Keep Clients and Convert them into passionate converts that help you find more people like them.

Key to Success is Permission Based MarketingYour Brand is Another Key to Success—May have more to do

with How You Do Business rather than What You Do.The Goal in Customer Service is Confounding Delight

—”You are so good, I just can’t imagine how you do it.”Develop a Marketing Plan to Achieve the Above and Stick

to It.

Resources * E-Mail Marketing

Constant Contact—www.constantcontact.com www.growyourbusinesswithcc.com Matt’s

marketing blog

* Customer Service—Scott McKain, www.scottmckain.com Sign up for his blog.

Book: “Collapse of Distinction” (see Amazon), see his YouTube videos, “Taxi Terry” is priceless. Other Books, “All Business is Show Business” and “What Customers Really Want”

* Content Marketing—Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press

Matt Davidson, LOGO Dynamics matt@logomd.com (804) 241-1152