taking care of business | boost your marketing strategy

BOOST YOUR MARKETING STRATEGY

August 6, 2014

Marketing

“Marketing is about creating top-line growth, inspiring the organization to persuade people to buy more and pay more.”

Mark Sherrington

“Marketing encompasses the entire business as seen from the customer’s point of view.”

Peter Drucker

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Detailed Products &Services Description

CustomerProfiles

CompetitiveAnalysis

Brand Description

Marketing Message

Marketing Communications Plan Sales Plan

Marketing Plan Process

Operations Plan

Values/Mission/Vision

Defining Your Brand

• Brands are promises that customers start to believe in over time

• Brands are a mark of pride

• Brands are a simplifier of choice

• Brands are differentiated

• A brand is a promise that links a product or a service to a consumer

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Marketing Message

“Your marketing message is a coordinated promotional

message delivered through one or more channels (such as

print, radio, television, direct mail, networking and personal

selling) to influence your target customer to see the value

in your product/service and to purchase your

product/service at a price that reflects that value”.

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Marketing Message

Your marketing message :

• grabs your target market’s attention• tells them how you can solve their problem • why they should trust you• why they should choose to do business with you over and

above any and all other choices they might have.• is stated in such a way that it is direct and clear• is understandable to your target market• triggers an emotional reaction in your potential customers

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Brand & Marketing Message

• Without a strong brand and subsequent marketing message you will not be able to sustain or grow your business.

• Stay focused on developing and enhancing your brand, staying true to your brand by consistently delivering on your brand promise.

• Ensure that your marketing message communicates your brand promise to your target customer in a clear, understandable, compelling way.

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Marketing Communications Plan

• Describes the tactics and vehicles you will use to deliver your marketing message to your target customers.

• Should be simple and easy to execute as well as measurable.

• Should use activities and vehicles that intersect and resonate with your target customers.

• Moves your target customers through the brand funnel (next slide).

• Typically over one year of activity.

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Brand Funnel

Awareness

Consider/Trial/Sampling

MainShop

UseOccasionally

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Marketing Communications Plan Brand

Marketing Message Tag Line Elevator Pitch

Marketing Communications Plan

Your Business Image Events Website NewsletterCustomer Service Direct MailPricing White Papers/Public Relations Case Studies/Networking ReportsPromotions Videos/PodcastsAdvertising Photos & Slide DecksAdvertising Media TelemarketingInternet Marketing/Social Media TextingPackaging & Distribution Personal VisitsBusiness Operations Word-of-MouthStrategic Partnerships SponsorshipsTriple Bottom Line Philosophy“Social” & “Green” Operating & Marketing

SCORE Contact Information

SCORE Chapel Hill is available to assist you with free and confidential business counseling

Sign up tonight for a mentoring session with 2 SCORE mentors. We will contact you to schedule an appointment.

You can also contact us through our website: http://chapelhill.score.org or by calling our office at 919-968-6894.

A volunteer will contact you within two days

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Your brand already exists. How are you going to influence

it?

• Understand your brand’s role• Stay true to your strategy• Be consistent in execution

Public Relations:The Basics

Presented By: Erin Smith, MMI

What Is Public Relations?

• What do you think of when you hear PR?

• "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

Why PR?

• Why include PR as part of your marketing strategy?– It’s cost-effective– Provides third party endorsements– Can help SEO

– The Secret Ingredient

The Message

• Know what message you want to communicate and to whom.

• KISS

• Be an good writer

excellent

Know Your Audience

• Who uses your products/services?

• How do they receive information?

• Does your audience know you?

Reporter Relations

• Remember – it’s a mutually beneficial relationship.

• You HAVE to tie your news to something current.

• Know your reporter

For more information and free confidential business counseling,

please contact us at:

www.chapelhillscore.org