spring cleaning your marketing strategy 2012 02-22

Steve Morse

Executive Director, Marketing SolutionsDeluxe Corporation

February 23, 2012

Spring Cleaning Your Marketing Strategy

Welcome - we’ll start soon

2© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Agenda

Small Business Challenges

Marketing Strategy

Marketing Tactics

Bringing it together in a Plan


Getting New Customers

Growing Existing Customers

Use of Limited Resources

Small Business Challenges

What’s working?What’s not?


Maze of Marketing Choices


One Step at a Time

Strategy Plan

Getting Started


My Business Goals

• Qualitative– Why did I start this business?– Be the best in my…

• Town? State? Country? World? Galaxy?

– Retire at 40? 50? 60?– Sustainable business for my children?– Enjoy what I do each day? – Spend more time with family & friends?


My Business Goals

• Quantitative– Make More Money ?– Revenue Growth % ?– Number of New Customers ? – Average Relationship Size ($) ? – Improving Repeat Business ?


What problem am I solving for customers?

How am I different than my competition?

Who is my target audience?

How will I reach them?

How do I improve “Word of Mouth” referrals?

Marketing Strategy: The Basics


Marketing Strategy

Item My Business

Problem I’m Solving Saving Precious Memories, Professionally

Uniqueness 1) Pictures with Personality2) Award Winning Athletic photos

Target Audience Families with Children in My Geographic Territory: Separate product offerings for infants, children active in sports, high school senior portraits.

How I will reach them Direct Mail, Monthly Email Newsletter, Athletic Events, Charity Work, Social Networking

Improving Word-of-Mouth

1) Social Media: a) Enhanced Facebook Presence & Engagement to triple “likes”, b) Blogging on Photography Advice for Parents, c) Parents & Teenagers using photos on their Social sites

2) Referral Program with Discounts3) Promotional & Professional Shirts for Employees to Wear at

Athletic Events4) New Website & with Email subscription form

Small Business Example: California Photographer


Marketing Tactics

What are other Small Businesses doing?

What should I be doing myself?

What should I be paying others to do?


Small Business Tactics


Growth Guide: Roadmap

Get Started:Brand IdentityGet Started:Brand Identity

Get Online:Website &Mobile Website


Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg

Get Found:Listings & Search Rankings (SEO)


Get NEW Customers:Online Advertising (PPC) &Web-to-Print



This Logo cost Steve Jobs $100,000

Brand Identity

How happy are you with your logo?

What do your friends, family and customers say about it?

Professionally Designed Logo: – Start at $195 with multiple concepts to

review and multiple iterations– www.logomojo.com


Strategy Meets Tactics










Website & Mobile Website

Best to get website and mobile website from same provider

Costs:– Start at $79/mo for

professionally designed & maintained website

– Do-it-Yourself Tools Start at $9.95/mo

Web Sites & Hosting:

www.aplus.net

By 2014, Mobile InternetUsage will overtakeDesktop Internet Usage.

Source: Mobile Marketing Infographic from Microsoft Tag, Stats & Facts 2011


Listings & Directories

Claiming & Verifying

Getting Found in Map Results

Include Hours of Operation, Business Categories, Pictures, Video

Costs:– Can do each yourself manually– Hire someone to do it for you

with experience & best practices– www.deluxeforbusiness.com


Search Engine Optimization (SEO)

Organic Search Results– Algorithms changing– Factors:

Title tags on Page Meta tags Site Navigation Structure Compelling Content Links to your site (Blogs, Social,

Other Sites) User’s own “Social” network

connections Maps Results: Directory listings

(Google, Yahoo/Bing)

Costs: Vary

www.deluxeforbusiness.com


Who’s taking the lead?

What do I want to say?

How will I connect with my customers?

What value can I add to my customers’ day?

Social: Start with a plan


1. Create a Facebook business page

2. Sign up for Twitter

3. Create your business page on LinkedIn

4. Experiment with Google+

5. Start a blog (IF you can sustain it!)

6. Join PartnerUp to talk with other entrepreneurs

Social Media Marketing Costs: www.deluxesocial.com

Do-it-Yourself Tools < $20/mo

Do-it-With-Me Assistance $300/mo - $1,500/mo

Social: Take action


Efficient & Effective

Email Integrated with Social

Collect Email Addresses

Special Promotions

Monthly Newsletter

Email Marketing

Email Marketing:

www.easycontact.com

Costs:– DIY

Start at $9/mo

– Do-it-for-me Start at $250/mo


Online Advertising

Pay Per Click (PPC) Advertising in Search Results

Look for solutions with Call Tracking Numbers and Recording of Call

Easy to track ROI !

Costs: Vary dramatically based on keywords, geography and competitor bids for terms. Do-it-for-me Solutions vary from $500/mo to Several Thousand for larger companies.

http://www.deluxeforbusiness.com/solutions/sem


Online Advertising

Facebook Advertising: Targeting Your Audience


Targeted Direct Mail

Direct Mail Calls to Action:

-Store Visit

-Call us for More Details

-“Like Us” on Facebook for Special Offer

- Subscribe to E-newsletter

- www.psprint.com


Source: Performance Media Placement: “How Should I spend my 2011 Marketing Dollars” based on data from eMarketer, Zoomerang and GrowBizMedai

Small Business Budgets


YOUR Marketing Strategy & Execution

Fill in a grid with tasks per quarter, and whether you will do it yourself or seek assistance. Include Estimated Costs & Anticipated Benefits.

Measure Results, Learn & Adjust. Remember: Your time is valuable!


Marketing Advisors

Dedicated Marketing Advisor:

http://www.deluxeforbusiness.com/products/rev/expert-advisors

Dedicated Marketing Advisor:

http://www.deluxeforbusiness.com/products/rev/expert-advisors

• Still Feeling Overwhelmed?

• Personal Marketing Assistance Available


The end

Thank YouThank You Thank you!Sign up for another webinar at

www.BizLaunch.com/deluxe

Solutions from Deluxe

Online Marketing: www.deluxeforbusiness.comLogo Assistance: www.logomojo.com

Direct Mail: www.psprint.com

Email Marketing: www.easycontact.com

Call and Ask for Help on these sites