marketing for small business

Marketingfor Small Business

Presented by Laura Wiegert, Creative

Consultants

What is marketing?

Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.

Why is it important?

Is a vehicle to …

•Build customer relationships

•Create product awareness

•Increase revenue

Your marketing plan

• The most successful, efficient and profitable organizations are those that have a very clear vision of what they are trying to achieve and how they will achieve it.

• The marketing plan gives you that vision ….

Elements of a plan

A. Situation analysis – synopsis of the market landscape (competitors, target customers, business need, etc.)

B. Market opportunity – What niche exists in the market? What is your anticipated revenue? Can you build or steal market share?

C. Business objectives – What is your business trying to achieve through marketing? Is it market share, expansion into new markets, increased sales, etc.?

D. Key messages – business differentiation statements that uniquely position your business and its offerings against your competitors

E. Strategies – What key approaches will you take to effectively achieve your business objectives?

F. Tactics – These are the specific tactical actions you will take to fulfill your strategies.

G. Execution timeline – putting target completion and execution dates to each tactical action item you have outlined.

H. Tracking mechanisms.

Your plan

•There are many different ways to do a plan

•Look online

•Just do it … big or small ...

•Now on to marketing activities...

It starts with your “brand”

• Have a professional logo

– Can be done cost effectively

– Art student; logoworks.com

• Have consistency in your visual identity, colors, fonts

– Ads, brochures, signage, etc.

• Create a slogan/tagline ...

You are in good hands with Allstate Allstate InsuranceWe try harder AvisJust do it NikeReach out and touch someone AT&TFly the friendly skies United AirlinesDon't leave home without it American ExpressAbsolutely, positively overnight FedexThe choice of a new generation PepsiIt does a body good Milk BoardLeave the driving to us GreyhoundSnap, Crackle, Pop Rice KrispiesWe deliver for you US Postal ServiceThe happiest place on earth Disneyland

It starts with your “brand”

Media

• Newspaper, radio, TV, billboard

• Every one will tell you how great their medium is

• Look at their reach and demographics

• Test different media

• Track results

Low cost marketing tips

Tell everyone about you on …

• Fax cover sheets

• Invoices

• Statement stuffers

• Letterhead

• Business cards

Yes, you can DIY

• Post Cards

• Newsletter– Print or email

• Business Cards

• Bag Stuffers

• Table Tents

• Microsoft publisher (templates); stocklayouts.com

Get Involved

• Join the Chamber– Participate in a Chamber committee – Attend Chamber events to network

• Join a Service Club• Volunteer with a nonprofit-network

– Related to your target customer

Public Relations

• News Releases

• Hold a PR event to generate excitement

– Coloring contest for kids– Fundraiser (ie, brat fry)– Charitable donation event (ie, % of

sales for a day)– Also make good news releases

Share your Knowledge

• Speak at a service club

• Hold a free informational seminar

• Write a column

• Submit informational news releases/articles to paper

• Remember to keep it informational in nature; not SALES

Use the Internet

• Email signature• Broadcast email

– constantcontact.com has free trial

• Web site– Buildmyownsite.com out of GB– Student

• Search engine submittal• Site linking w/related companies• Blogs (share your knowledge)• Social networks (myspace, facebook)

Tap into your customers

• Ask for referrals/recommendations

• Ask for opinion – low cost research

• Follow up to a sale

• Remember to thank them regularly

Miscellaneous

• Cross marketing/promotions with other companies

• Contests or free drawings• Sandwich Board outside business• Window sign/flyer• Stickers • Car magnet• Holiday cards• Ask for business• Promotional items with logo• The dreaded cold call…

Track your marketing

• Coupons

• Research – Ask customers at point of sale– Send surveys (once a year)– Online surveys

• Surveymonkey.com

• Monitor changes in sales

Remember ...

• People buy people (build relationships)

• Support those who support you.

• Marketing … just do it. – And if you need help, call a consultant.

Initial consultations are usually free.

Marketing for small biz

Questions?

Thank You!

Laura Wiegert

Creative Consultants

(920) 686-9989

lauraw@lsol.net