© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
SMALL BUSINESS
MARKETINGIs there really a secret sauce?
Saint Paul Chapter – Mentors Meeting, October,
2013
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
WHAT WE’LL COVER
• Deluxe’s relationship with SCORE • Trends in online marketing• An approach to deciding the best
way to attract new customers to your client’s business
• A very real case study• Online marketing tips and ideas
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
SCORE & The Deluxe Foundation
Over $1 million to SCORE since 2009
• Development of standardized training methodology for SCORE mentors
• Recruitment of SCORE counselors
• Public Service Announcements (PSAs) in 2012
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
SCORE & Deluxe Small Business – longtime friends!
5 Cities, 5 Days
SM
10 Entrepreneurs, 12 Months
National Leadership Conference
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
SCORE & Deluxe Small Business – ProjectREV
http://www.youtube.com/watch?v=wuiJTDPcqts
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Small Business Trends: Five Noteworthy Online Marketing Areas
Source: Search Engine Journal, September 2013
Content Driven SEO
Mobile Devices
Higher Design & Usability
Video Production
Social Media Audiences
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Small Business Trends: Marketing
Half of SMBs spend less than 5% on Marketing
56% of small businesses don’t track any results
Equating to marketing budgets less than $250/mo
Only 1 out of 2 small businesses have a website. Roughly 60-90%
of small businesses use social media.
Source: eMarketer, 2013
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Small Business Trends: Pain Points
Compe
tition
from
larg
e
Cash
flow
Poor s
ales
Gover
nmen
t req
uire
men
ts
Quality
of la
bor
Taxes
Cost o
f labo
r
Cost &
ava
ilabi
lity o
f Insu
ranc
e
Finan
ce &
inte
rest
rate
s
Infla
tion
0%
5%
10%
15%
20%
25%
2009 2011 2013
Source: CEB Research, July 2013
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
WHERE TO START?
Why is Marketing such a challenge?– Most entrepreneurs don’t really want to do it– What worked for someone else, probably won’t
work for others
WHAT IS YOUR CLIENT’S
SITUATION?
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
YOUR CLIENT’S SITUATIONLEADS YOU TO WHAT WORKS
• Who is your customer?• What’s the buying
process?• Emotional or rational
decision?• How risky is this
purchase?• How do they currently
get product?• How often do they buy?• Do they tend to be
loyal?• What really matters to
them?
Situation Analysis
Marketing Objectives
The PlanBest
tactics
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
FENTON FAMILY EYECARE
Situation Analysis
• People who need vision correction – or a family member of the person
• In person; have to see how frame looks/feels; likely to check reputation/recommendations online
• Both – can be a fashion and a vision decision
• Medium – glasses are expensive; offset by guarantee
• Most likely they already have an established habit
• Infrequently. Keep a long time
• Probably. Tricky challenge if you are the new guy
• It is all about TRUST
• Who is your customer?
• What’s the buying process?
• Emotional or rational decision?
• How risky is this purchase?
• How do they currently get product?
• How often do they buy?
• Do they tend to be loyal?
• What really matters to them?
Mary Helton25 year employee of AB – job eliminatedOpens optometrist practice with sister in 2010
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
FENTON FAMILY EYECARE: THE PLAN
Situation Analysis
Marketing Objectives The Plan
Best Tactics
• INFREQUENTLY purchased, EXPENSIVE product; both functional and fashionable
• Not easy to draw customers away from current supplier
• Big national advertisers who will easily win on price
• New Guy in Fenton
• Presentations to docs with COOKIES*
• Educational seminars*
• Nursing homes• Schools
• Reach new residents
• Social media• Basic identity
materials*
• A piece of paper
• The schedule
• Need to build AWARENESS and develop TRUST• Build relationships
with influencers • Differentiate from
national chains• Be easy to find• Look
professional and established
• Penetrate the community
Mary HeltonCo-owner: Fenton Family Eyecare
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
FENTON FAMILY EYECARE RESULTS
• Patient count increased from 800 to 1400
• Avg. monthly sales up + 28% • Hired two new employees to
handle increased patient load
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
SUSTAINABLE GROWTH STARTS WITH THE CORE BUSINESS
The essentials of your client’s company– Most profitable customers– Most differentiating capabilities– Most critical product offerings– Most important channels
Most companies underestimate the growth potential of their core
Most successful companies achieve most of their growth by expanding into adjacencies that reinforce the core
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Tips and Resources
deluxe.com/webinars
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Tips and Resources
Deluxe.visibilityscore.com
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Tips and Resources
Deluxe.visibilityscore.com
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Tips and Resources
getlisted.org
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A Local St. Paul Business: 128 Cafe
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A Local St. Paul Business: 128 Cafe
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A Local St. Paul Business: 128 Cafe
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
FINAL THOUGHTS . . .
• Marketing – no secret sauce, but….– Situation Analysis will keep efforts focused – Planning is essential, front and center, flexible– Measurement is key
Low-cost and no-cost tools exist– Requires time investment– Foundational knowledge needed– Help is there for those needing to outsource or
partner
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
QUESTIONS?
Learn More:- Visit www.deluxe.com - Attend Free Webinars at
www.deluxe.com/webinars- Get an online scan
www.deluxe.visibilityscore.com
Contact: [email protected] @JulieG_Deluxe