marketing basics for small business

Steve WillingerMarketing Strategies

MARKETING & ADVERTISING For The Entrepreneur

Galax Entrepreneur ExpressOctober 29, 2009

• Bristol SCORE Chairman• Member of the VDBA Entrepreneur Express

• Bristol Industrial Development Board• Sullivan County Networks

• Crisis Center Board Member• United Way Board Member

•Paramount Center Board Member• Lebanon Regional Preparedness Action Committee

• Vice-President Bristol Host Lions Club

About Me . . . Steve Willinger

Marketing Architect

• Marketing Today• Social Networking?• Planning for success• Advertising and promotion for the small business• Developing a marketing budget• Sharpening the Focus

Today's Agenda

• Advertising is struggling• Expectations are increasing• Competition is everywhere• Time is a scarcity• Technology has become an integral component

A Few Facts

“Everything you do to place your product or service in the hands of potential

customers.”

• Creating a customer• Keeping a customer

Marketing is. . .

Social Networking?

• Anticipate future events• Define a direction• Create a blueprint

Marketing Plans

Marketing Plans

“A written plan turns your marketing into

a planned investmentrather than a hopeful risk”

• Easy to understand• Clearly links objectives to strategies• Specific and measurable• Flexible• Provides for checkpoints

A Good Plan…

The Marketing Plan

The Marketing Plan

• Reality Check* Current economy* Understanding success factors* Challenges your company faces

• Customer Analysis* Demographics, purchasing behaviors

• Competitive Analysis* SWOT analysis, competitive changes,

challenges

The Marketing Plan

SMART Objectives• Specific

• Measurable• Accurate• Realistic

• Time-based

The Marketing Plan

• Strategies must be linked to the objectives• Well thought-out strategies can provide

discipline• Minimizes the tendency to react

• Provides a benchmark for measuring success

7 Step Marketing Plan

1. State the purpose of your marketing.

2. Define your target audience.3. State customer benefits to

emphasize.4. List marketing objectives &

strategies5. Describe your market6. Establish your budget.7. Prepare an Action Calendar.

The most convenient method of communicating to your target

audience the benefit of purchasing your product or service.

ADVERTISING is . . .

The key is to ensure that they take notice of yours!

HOW?

Hard Fact to Accept:Most people ignore advertising.

People like what they know.Regular advertising builds

awareness.

Make sure your company is recognizable

Your advertising puts your company at the forefront of people’s minds. It either

stimulates a purchase or helps to ensure that people know where to go when they do

decide to purchase.

The “offer” is attractive

Customers will notice and remember you

Branding

• What is it going to cost?• What methods would benefit my

business the most?• Meet with a professional

QUESTIONS ASKED . . .

That’s like the Farmer saying,

“I can’t afford to buy seed.”

Marketing & Advertising is your

business!

“I Can’t Afford To Advertise.” WHAT???

Steve WillingerMarketing Strategies

423-797-0355smwillinger@gmail.comwww.stevewillinger.com

www.facebook.com/stevewillinger

Questions?