small business marketing basics
DESCRIPTION
Powerpoint of Hammster Media Small Business Marketing ClassTRANSCRIPT
Small Business Small Business Marketing BasicsMarketing Basics
or …or …
A Tree Falling in the ForestA Tree Falling in the Forest
About Hammster MediaAbout Hammster Media©©
Lisa Hamm-Greenawalt Chief Hammster
Transplanted New Yorker … Former Journalist
Services include:
• PR/Marketing• Social Media/Web Content• Writing/Editing• Graphic Design/Publications/Promotional Materials• Communications Plans
Falling TreesFalling Trees
You can have the greatest product or service in the world, but if no one
knows about it, who cares?
Don’t be the tree falling in
the forest that no one hears.
What is Marketing?What is Marketing?Everything you do to get
your potential customers andyour product or service together.
The name of the game is
ATTRACTING & RETAININGa growing base of satisfied customers.
Your IdentityYour Identity
You can’t be effective at marketing until you think through:
WHO YOU ARE
and
WHAT YOU HAVE
TO OFFER
Your Products or ServicesYour Products or Services
• What is your product?
• What need does it fulfill?
• How is it different and unique?
• Why should people buy it?
Size Up the CompetitionSize Up the Competition
Who is your Competition?
– Current
– Potential – Substitute
Learn from ThemLearn from Them
• Territory
• Customers
• Distribution
• Price/Value
• Growth Plans
• Marketing Strategy
Use What You LearnedUse What You Learned
Become more competitive
• Collect Info• Interpret Info• Evaluate• Respond• Become different• Become stronger
Brand YourselfBrand Yourself
Get your prospects to see you as the only one that provides a solution to
their problem.
A Good Brand:– Delivers your message clearly– Confirms your credibility– Connects your target prospects emotionally– Motivates the buyer– Builds loyalty
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
Name that TaglineName that Tagline
MarketMarket
Who Are Your Customers?
• Create your ideal customer/client
• What are their buying behaviors?
• How do they get their information?
How Do You Reach Them?How Do You Reach Them?
Marketing TechniquesMarketing Techniques
• New! New ! New!• Become a valuable resource • Separate yourself from the competition• Promote the end result• Media – press releases, calendar items,
relationships with reporters
More Marketing TechniquesMore Marketing Techniques
• Anticipate change
• Partnerships, referrals, community involvement
• Printed materials (posters, flyers, postcards)
• Nurture relationships
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Digital MarketingDigital Marketing
Website … social media …
online advertising … SEO
Email MarketingEmail Marketing
Email marketing is an effective and inexpensive way to communicate with your
constituents and clients
RelationshipsRelationships
Never underestimate the power of
face-to-face contact• Partnerships• Community presence• Chamber of Commerce• Personal sales• Telephone• Mail and thank yous
Advertising & SponsorshipsAdvertising & Sponsorships
Build some $ in your marketing budget for advertising
• Local publications
• Internet
• Radio/TV
• Your target market publications
• Sponsorships
Integrate EverythingIntegrate Everything
Integrate all your marketing
• Emails should lead to your website.• Facebook should go to your website.• Press releases should go to your website.• Ads and flyers should go to your website.• Promote across all platforms.
““Money follows passionMoney follows passion——
not the other way around.” not the other way around.”
– Entrepreneur and marketer David Garland
Final ThoughtFinal Thought
Marketing Never Ends.