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