Download - Marketing Basics for Small Business
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Steve WillingerMarketing Strategies
MARKETING & ADVERTISING For The Entrepreneur
Galax Entrepreneur ExpressOctober 29, 2009
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• 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
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• Marketing Today• Social Networking?• Planning for success• Advertising and promotion for the small business• Developing a marketing budget• Sharpening the Focus
Today's Agenda
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• Advertising is struggling• Expectations are increasing• Competition is everywhere• Time is a scarcity• Technology has become an integral component
A Few Facts
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“Everything you do to place your product or service in the hands of potential
customers.”
• Creating a customer• Keeping a customer
Marketing is. . .
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Social Networking?
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• Anticipate future events• Define a direction• Create a blueprint
Marketing Plans
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Marketing Plans
“A written plan turns your marketing into
a planned investmentrather than a hopeful risk”
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• Easy to understand• Clearly links objectives to strategies• Specific and measurable• Flexible• Provides for checkpoints
A Good Plan…
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The Marketing Plan
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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
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The Marketing Plan
SMART Objectives• Specific
• Measurable• Accurate• Realistic
• Time-based
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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
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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.
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The most convenient method of communicating to your target
audience the benefit of purchasing your product or service.
ADVERTISING is . . .
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The key is to ensure that they take notice of yours!
HOW?
Hard Fact to Accept:Most people ignore advertising.
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People like what they know.Regular advertising builds
awareness.
Make sure your company is recognizable
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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
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Customers will notice and remember you
Branding
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• What is it going to cost?• What methods would benefit my
business the most?• Meet with a professional
QUESTIONS ASKED . . .
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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???