“Developing your Marketing Plan”IPATA 2014 - Panama

~Kari Mendoza, MBA – Island Pet Movers, Honolulu HI & Paws Up Pet Transport, Las Vegas NV

Who are you, What do you do, and Why should the customer choose you?

“Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.”

http://www.businessdictionary.com/definition/brand-awareness.html#ixzz3FOAb88V7

Is your business name & logo clear to your sought after customer?

Is your business name & logo clear to your sought after customer?

If there is any doubt or ongoing confusion – consider adding additional descriptive tag lines to your current business name.

The most effective marketing is basic, to the point and relevant. *unless you have a million dollars for Superbowl spots

Leo Verdonck is a Brand and Business Strategist – follow him on Twitter @LeoVerdonck

What Do you Do?

Communications coach Carmine Gallo, suggests every business should be able to answer the following 4 questions in less than 2 sentences and 60 seconds.

1. What do you do?2. What problem do you solve?3. How is your product or service different?4. What’s in it for me?

Confidence, and a compelling story about your business, creates a genuine interest from perspective clients, now you are SHARING your business rather than SELLING your business.

“If you can tell your story in

well under 60 seconds and

have some extra time, be

ready to relate an example

or story that makes your

product or service more

tangible.”

Follow Carmine on Twitter @carminegallo

“Brag” about accomplishments and professional associations when building your marketing hitch. Briefly explain WHY these

accomplishments and associations are a benefit to the consumer.

Knowing you’re an expert and why, contributes significantly to the perceived value of the potential client.

Why Your Company?

You have to establish and convey the sales relationship to your client in a compelling and compassionate manner. This is even more important in an industry such as Pet Transportation, which is not widely known, as a whole, the industry is not already

heavily branded.

As the final decision making element, most customers are actually looking for?

Clients are searching for justification of WHY they need your services. Your passion for your business, industry expertise and your story all help to create the VALUE in your business.

What color is the van in my Paws Up Pet Transport logo?

Serving Las Vegas NV & Portland OR areas

Re-Capping your Brand

Ensure your business name and logo design makes sense and are clear, concise and relevant. “We move Islands and we own pets” …

Provide a solid understanding of what you do and why you should be trusted with their business. “Industry experts, business length, number of pets relocated annually”

Know your story – share a compelling and compassionate background of why you do what you do. “Show your heart in your Story”

Remind the potential customer of the benefit and value that they are given when using your services. “What is the biggest benefit of YOUR client not going direct to the airline, or another relocating service”

Increase your Visibility!

Are your “Free listings” up to date?

Business contact information should be up to date and accessible on as many social media and local search sites as possible. Link as much data to each site as possible including company logo, social media sites, website,

Facebook, Twitter etc.

For obvious reasons your company profile should be on every search site possible, but also SEO (Search Engine Optimization) takes into account all

areas where your business name, address, phone number, website etc come across the search.

Take a day to update many free listing sites

Local Industry Interaction

Get to know as many other pet businesses in your area as possible. (AKA stalk their Facebook page and Twitter account)

Team up With a Local Business for Media Buzz

“$10.00 vaccines and $10.00 microchips, Saturday 10:00am to 12:00 PM”

Create “Expert Blog Articles”

Even with limited time, two to three paragraph blog postings reiterating your expertise in Pet Shipping subject matter goes a long way. When following local pet organizations, find out how you related, and share a story based on your expertise in the situation.

The Social Media Puzzle

Ref:Smallbusiness.linkedin.com

Ref:Smallbusiness.linkedin.com

Ref:Smallbusiness.linkedin.com

Ref:Smallbusiness.linkedin.com

Content Marketing the art of communicating with customers and prospects without selling –

helps to tell your story and showcase your industry expertise.

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

http://contentmarketinginstitute.com/what-is-content-marketing/

What organization currently has the largest following on

Growing your business with social media

Make a plan – set up goals and proper channels to track these goals, this way you are not wasting time in areas that may not work for your business or your marketing strategy and you can redirect sooner rather than later.

It’s SOCIAL Media for a reason– it will time out of your day, week and month – if you do not have time to dedicate, think about hiring social media experts to run your marketing campaigns.

Visual ads are the key to keeping the buzz about your site, images are shared, retweeted and favorited far more than any other form of communication.

Cross-post the same story/campaign across all social platforms – redundancy is powerful

Re-Capping Social Media

Social Media isn’t going away anytime soon. Marketing cost in terms of hard currency, the cost is relatively low, however to achieve the greatest results, the time management cost is quite high.

Consider hiring someone strictly to manage online media content.

Articles and additional Social Media slides are available for download via the conference App – Thank you Casssie

10 min break??

Marketing Must Haves

Have a clear and well defined plan of what you are wanting to promote.

Are you running a short term promotion for something specific or branding your business long term

Create Memorable Content

Jingles and music are both powerful marketing reminders -

Who knows the Song???

Determine the Length of your Marketing Campaign

For overall branding and promotion of your business in general, consider long term marketing campaigns that cover 3-6 months with repetitive and consistent ideas. Fewer daily blasts allow your marketing budget to stretch over a long period of time.

Short Term marketing is used for quick action such as urgent sales or trying to fill a particular need in a deadline. This type of marketing works best when the blasts are as many times per day as your budget will allow. Typically run anywhere from 3-10 days. This is best for advertising discounted events or specials.

Consider Low Season vs High

Unbelievable Offer!

Customers love knowing they are getting a deal – for short term campaigns consider sales on crates, bedding, vet exams etc.

Aloha Air Cargo & Island Pet Movers Partnership!!

Aloha Air Cargo & Island Pet Movers Partnership!!

$200.00 any crate any size HNL to Lax or LAX to HNL!! Nov 3rd – 17th

**Limited to space availably per flight.

Call to Action – Sense of Urgency

You’ve relayed to potential customers who you are, what you do and why they should trust you with their pets, now close the deal. Pushy tactics will backfire, but having a marketing campaign that provides value and a clear visual of the path for the customer.

Make it easy for your customer to complete your contract without too much time and hassle.

Have time or staff to cover the influx of calls and emails!

Nothing is more annoying than responding to an ad or commercial and not getting a response.

Measure Your Success

BEFORE you start your marketing campaign, determine what drivers you will use to track the success. New clients, likes on a page, referrals etc.

ROI is key in keeping your marketing budget under control as well as tracking your valuable time.

“Marketing Campaign Musts”A Clear Campaign – know exactly what you are wanting to promote

Will your campaign be remembered?

Determine the type of campaign and length

Make them an offer they can’t refuse (not for branding)

Make it easy for them to complete the transaction

Have time/staff to respond

Measure your results!

“Marketing Campaign Musts”A Clear Campaign – know exactly what you are wanting to promote

Will your campaign be remembered?

Determine the type of campaign and length

Make them an offer they can’t refuse (not for branding)

Make it easy for them to complete the transaction

Have time/staff to respond

Measure your results!

ROI

ROI Tracking Tools

http://searchenginewatch.com/article/2308870/Social-Media-ROI-11-FREE-Tools-for-Measuring-Social-Media-Success

Several online companies can help you to track your success. One thing to keep in mind is that tracking is not always black and white.

Word of mouth may originate from your campaign but the campaign never gets the credit! This is one reason why many argue the ROI from social media is nearly impossible to track.

HootSuiteSocialMention

KloutFacebook InsightsTwitter AnalyticsGoogle Analytics

Custom Social Media ReportsBitly

BufferTweetReach

Keyhole

Useful articles on IPATA App

A few articles that I found interesting for marketing can be found on the IPATA App for download.

• 5 Day Twitter KickstartKit• Facebook vs Google Marketing Competition• 10 Reasons for Marketing on Social Media• Google Small Business Online Marketing• How to Optimize Your Marketing Channels• How to Write and Design Compelling Calls to Action• Social Media posting Checklist• Case Study – K9 Cuisine Marketing Success

Questions?

How Many phones were being answered in this previous slide?

Jerry's Guide to the World Wide Web Co-founders Jerry Yang and David Filo were PhD students at Stanford when they created what would become the world's #2 search engine and web directory. "Jerry's Guide" was soon renamed to Yahoo, which was an acronym for "Yet Another Hierarchical Officious Oracle

What was the original name for the search engine?

“I wish I were an Oscar Meyer wiener

that is what I'd really like to be 'cause if I were an Oscar Meyer

wiener everyone would be in love with

me”

7 Statistics That Can Raise Your Facebook Engagement (Infographic) Kevin AllenFrom PR Daily