small business marketing strategy

22
Strategic Marketing Nancy Sanders, MBA and Kristin Slice, MA

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This might be my favorite power point of all time. This one long presentation discusses the key elements that any small business needs to consider to have an effective marketing strategy. We review the pros and cons of several of the most popular marketing tools.

TRANSCRIPT

Page 1: Small Business Marketing Strategy

Strategic Marketing

Nancy Sanders, MBA and Kristin Slice, MA

Page 2: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Stats • 60% of small business plan on increasing their

use of networking, speaking and tradeshows in 2012.

• In 2010, use of print advertising dropped by 33%; use of print Yellow Pages declined 18 %; and use of direct mail decreased 26 %.

• 51 percent of local merchants get at least one online marketing sales call a week, with 10 percent getting called almost on a daily basis.

Page 3: Small Business Marketing Strategy

2012© Three Dog Marketing

Everything I learned about marketing…

Page 4: Small Business Marketing Strategy

2012© Three Dog Marketing

• Relationship Building – People Purchase Differently – Value Based 43% of consumers report doing some type

of research before they buy (AMP Agency)

• Leveraging Tools and Resources– Creating System – Not focused on Pure Lead Generation

A Different World

Page 5: Small Business Marketing Strategy

2012© Three Dog Marketing

Inbound marketing-dominated organizations experience a 61% lower cost per lead . (Hubspot, 2012)

Page 6: Small Business Marketing Strategy

2012© Three Dog Marketing

Watcha got there? I’ll take it!

Marketing versus Sales

Page 7: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Strategy

What is the purpose of your car ?

Where are you going?

Engine- Sales

Marketing – The Body

Page 8: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Strategy

Engine- Sales

Without the proper strategy your marketing could look more like this….

Page 9: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Strategy• Goals• Target Audience • Unique Value Message• What tools are going to be the most effective? • Do all of the tools work together?

Page 10: Small Business Marketing Strategy

2012© Three Dog Marketing

Example: Guille• Background• Problem• Goal • Solutions • Results

Page 11: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Tools

• Definition • When it is the most

effective? • Common mistakes

Advertising

Page 12: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Tools

• Definition • When it is the most

effective? • Common mistakes

Direct Mail

Page 13: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Tools

• Definition • When it is the most

effective? • Common mistakes

Website

Page 14: Small Business Marketing Strategy

2012© Three Dog Marketing

Marketing Tools

• Definition • When it is the most

effective? • Common mistakes

Social Media

Page 15: Small Business Marketing Strategy

2012© Three Dog Marketing

Good Marketing / Bad Marketing

Page 16: Small Business Marketing Strategy

2012© Three Dog Marketing

Good Marketing / Bad Marketing

Page 17: Small Business Marketing Strategy

2012© Three Dog Marketing

Good Marketing / Bad Marketing

Page 18: Small Business Marketing Strategy

2012© Three Dog Marketing

Good Marketing / Bad Marketing

Page 19: Small Business Marketing Strategy

2012© Three Dog Marketing

Good Marketing / Bad Marketing

Page 20: Small Business Marketing Strategy

2012© Three Dog Marketing

Results• Create a Strategy • Find Resources and

Research • Execute Campaign

(6-7 touches) • Call to Action / Ask for

Business • Monitor and Repeat

Page 21: Small Business Marketing Strategy

2012© Three Dog Marketing

Conclusion

Page 22: Small Business Marketing Strategy

2012© Three Dog Marketing

Conclusion