Marketing yourself Marketing yourself and your and your

businessbusiness

Small Business Seminar

Marketing yourself Marketing yourself and your and your

businessbusiness

Small Business Seminar

small

The small business The small business challengechallenge

Almost 90% of sole proprietors have no employees*

The buck stops here!

*BERR, Det. For Buisnes Enterprise & Regulatory Reform

URN 08/92 August 2008

The small business The small business advantageadvantage

Marketing: vital for Marketing: vital for successsuccess

Know your customer

Marketing as a way of life

Develop the dialogue –

creatively!

The whole is greater than

the parts.

Marketing: vital for Marketing: vital for successsuccess

Know your customer

Marketing as a way of

life

Develop the dialogue –

creatively!

The whole is greater than the parts.

The Marketing

Cycle

Research

Product Development

Pricing

Labels Packaging

Distribution

Advertising Promotions

Public Relations

Sales

Customer Service

Big or small: follow the Big or small: follow the cyclecycle

Have a plan and use itHave a plan and use it

1. State your business purpose

2. Define your market situation

3. Set goals and objectives

4. Define your market

5. Advance your position, brand and creative strategy

6. Set your marketing strategies

7. Outline your tactics

8. Establish your budget

9. Blueprint your action plan

10. Think long-term.

Be your own best Be your own best advocateadvocate At all times – with everyone

Be remembered – for the right reasons

Use your one minute chance to shine

Network, network, network!

Put rapport and engagement before referrals

Marketing: vital for Marketing: vital for successsuccess

Marketing as a way of life

Develop the dialogue –

creatively!

The whole is greater than the parts.

Know your

customer

Marketing demystifiedMarketing demystified

Matches what you sell with what the customer wants and buys

Covers all steps/business actions to meet desires of customer

Is a win-win partnership based on talking WITH customers (not AT them)

Marketing: the process through which you create – and keep – customers.

What kind of customer?What kind of customer?

Where and how will you find them?

What kind of business image do you need to gain attention, interest and trust?

1. Make it personal2. Build and nurture long-term relationships

3. Help them to buy rather than just selling to them.

The Swiss FactorThe Swiss Factor

English widely spoken*

Substantial expat. population

BUT

Four languages, 26 cantons

The “Röstigraben” impact

Segmented and local

*Sprachkompetenzen der erwachsenen Bevölkerung in der Schweiz

Universtiy opf Bern, 2006, Leitung Prof. Dr. I. Werlen

Resources to helpResources to help

Internet: on-line forums, discussion groups

Chamber of Commerce (BSCC)

Industry organisations representing your target group (s)

Professional networks covering your sector

Other networking groups

Trade publications

Marketing: vital for Marketing: vital for successsuccess

Know your customer

Marketing as a way of life Develop

the dialogue – creatively!

The whole is greater than the parts.

Think creatively

Think WEB…

Getting the message outGetting the message out

Attract attentionAttract attention

“Prior to the Web, organisations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The web is not TV. Organisations that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me.”

David Meerman Scott Author, The New Rules of Marketing and PR

Web: perfect for small Web: perfect for small businessbusiness Have a great website

Make it content rich

Be a thought leader

Have content with pass-along value

Brand yourself /business as a trusted resource

Use SEO

Add value for the site visitor.

If they find you, they will If they find you, they will comecome Blogs / Forums

Newsletter / news releases

On-line books

Podcasts

RSS

Create your own Wiki

Go viral

Twitter.

Marketing: vital for Marketing: vital for successsuccess

Know your customer

Marketing as a way of life

Develop the dialogue –

creatively!

The whole is greater than

the parts.