Marketing march2014
- 1. Getting StartedGetting Started Describe your business in a phrase What aspect of marketing worries you most? Your questions are welcome ask as they occur
- 2. Now that you have a business or an idea for a business what about marketing? What is marketing, anyway?
- 3. Marketing is everything you do (or dont do) to promote your business.
- 4. Marketing 4Ps or 6Ps? 1- Product (quality) 2 & 3- Price & Place 4- Promotion Positioning People Textbook MarketingTextbook Marketing In practice, there are details like naming
- 5. Whats In a Name?Whats In a Name? Maybe the Success or Failure of Your Business.Maybe the Success or Failure of Your Business. A Business Name Should Be Unique (Saelig) Topical (Travelocity) Short (Apple) Easy to spell (Not SzczepanskiIndustries) Available as a Web domain Keyword in the name (Findlaw) Brand worthy & appealing (Wayfair) Web worthy (unique & available)
- 6. In practice, marketing includes a devilish number of bedeviling details. Put yourself in your customers shoes. Phone answering/messaging Facility/location/access Attitude Website/URL/design/content Business/product name
- 8. What most marketers do: Sell the product/service Sell the features & benefits
- 9. What you should do
- 10. Rosser Reeves 1910-1984 USP Concept Developer
- 11. USP Deployment Unique product (Saelig) Redefine & Disrupt (Orabrush) Guarantee (Ledco) Functionality/Support (Apple) Very specific niche (RawPower)
- 12. Why should you consider a very targeted niche? You cant please everyone and trying to do so is the most common mistake startups make People like a very specific solution No direct competition Targeted solutions generate brand advocates And
- 15. Warren Wegert - Portland, OR
- 19. Differentiate & Break The Rules Of Marketing No Marketing? No advertising No sale pricing No website No Facebook page Poor location Rundown facilities Limited parking Very limited days/hours Very limited menu (Almost) always waiting Crowd Marketing! Sensational food WOM advertising Impressive Web content Social media content Live social interaction Rave online reviews
- 22. There is a very small difference between Failing and scraping by Scraping by and being profitable Being profitable and securing your retirement
- 23. Depending on your business, it could be one sale per
- 24. 掘稼岳姻艶沿姻艶稼艶顎姻壊
- 25. Build a team! Get some help most people cant do this alone Brainstorm record all ideas without discussion Lay ground rules for discussion Take a break of a day or two Record more ideas Discuss and select or repeat process till you have selected the best ideas
- 26. Knowing and using your promotion resources Delighted customers Brand Advocates Rob Fuggetta Friends and family People who share your causes Vendors, complimentary businesses People in your network
- 27. Marketing Base Vision for your Brand (Positioning) USP Differentiation Knowing and using your resources WEBSITE! (Without these things, youre cutting your chances for success)
- 28. Who is this Guy?
- 29. How social media has flipped the landscape of marketing Guy Kawasaki explains: In the past - - A small number of gurus, influencers, experts, reporters, A-listers, reviewers, editors, analysts, engineers, advisors, oracles, etc have the monopoly on insight and influence. You must get their attention. Today - The pyramid is now inverted. We may reach out to the A-listers (or not) but todays real influencers are bloggers, tweeters, fans, volunteer brand ambassadors, and other nobodies. When they recognize your product, the A-listers have to react.
- 32. How Do You Spell Opportunity?
- 33. The Web is why you need to be in continuous learning mode to keep up. As Jim Rohm said, A formal education will earn you a living...
- 34. Small Business Marketing Resources SmartBrief Newsletters http://www.smartbrief.com/signup Ad Age e-newsletters http://www.adage.com/register ClickZ Newsletters http://www.clickz.com/newsletters Online Media (many titles) http://e-newsletters.internet.com Chief Marketer http://subscribe.chiefmarketer.com/subscribe.cfm MarketingProfs https://www.marketingprofs.com/login/join.asp Media Post https://www.mediapost.com/publications Search Engine Watch http://searchenginewatch.com Social Media Examiner http://www.socialmediaexaminer.com Duct Tape Marketing http://www.ducttapemarketing.com JM Internet Group http://www.jm-seo.org/free/ The E-Myth Newsletter http://www.e-myth.com Jeffrey Gitomers Newsletter http://www.gitomer.com Mashable http://www.mashable.com YouTube http://www.youtube.com Facebook http://www.facebook.com Google Alerts http://www.google.com/alerts Google Places http://places.google.com Google+ https://plus.google.com Google Adwords http://www.google/com/adwords Google Analytics http://www.google.com/analytics LinkedIn http://www.linkedin.com Twitter http://www.twitter.com http://search.twitter.com Yelp http://www.yelp.com/search?find_desc=&ns=1&find_loc=14450 Pinterest http://pinterest.com
- 35. For everything else you need to know Google it!
- 36. What can I do with social / new media? Put your info in more places online LINK those pages to your WEBSITE Build your Google ranking (better SEO) Get and give expert advice Inform and engage customers Innovate with your own promotions
- 37. Before the Web, Newspapers, Magazines & Broadcast Media Companies Owned All The Megaphones
- 38. The Web and social media have given anyone and everyone the power to be a broadcaster.
- 39. Social Media Has Put Media Companies, Merchants & Consumers Around The Same Table
- 41. What did it costWhat did it cost United Airlines?United Airlines? $180 million lost equity value for shareholders Hundreds of thousands of frequent flyers who have avoided flying United since the 2009 incident
- 42. Business As Usual Is Not As Usual Anymore
- 43. Customers want engagement. That doesnt mean marriage. Just being responsive is all it takes. Reply to a question, comment or request Information about company, product or price Solution to a problem Prompt quote Product technical help Listen to a suggestion Simply being personable and responsive
- 44. Social & Online Channels offer engagement Facebook YouTube Linkedin Google+/Places/Adwords/Analytics Twitter Pinterest Daily Deals (Groupon, Living Social)
- 45. 1.15 Billion users (>1/2 all US adults) Near 1 Trillion minutes/month on Facebook Far more time on FB than Google Business/professional demographic Start a Facebook business page: http://bit.ly/9ZgTZg
- 48. >3 Billion videos viewed each day Free to post your videos Make your own YouTube channel Link to your website Post links in social media Leverage user-generated videos Use videos from your suppliers Reference the YouTube Creator Playbook http://www.youtube.com/creators/playbook.html YouTube will help tell your business story http://www.youtube.com/mybusinessstory
- 53. 238 MM users, 95 MM in the US 65 million monthly unique US visitors Passive & active B2B customer access Powerful search capabilities Cross-link with your other sites Great for opportunity hunters
- 57. Teenagers & bored housewives Celebrity gossip & location check-ins Tweets, peeps, RTs & #hashtags Breaking news ahead of the networks World-wide 24/7 networking event SMBs are beginning to get it
- 58. Twitter 101 Quite often, peoples gut reaction to Twitter is, No one needs to know what Im doing or I dont care what other people are doing. While this may be the surface view, Twitter is also a great way to expand your network. In the words of Chris Brogan, Twitter is a useful communication tool that allows you to interact with people around the world in three ways: 1) Send a short message to a bunch of people publicly 2) Send a short message to a specific person publicly 3) Send a short message to a specific person privately From How to Use Twitter for Business www.hubspot.com
- 59. What is Twitter?
- 60. Twitter Power! 200 million peeps, >50 million in the US 200 million tweets per day An older, upscale demographic Share useful links: http://bit.ly/fJeVTp Build your brand Give customers a reason to follow Add value, useful info, specials Consult with experts worldwide
- 63. A baby just over 2 years old Built-for-business 340 million active users 600 million users Social Extensions critical mass is just <200 followers for a business profile
- 64. Typical Startup Problems Consumers dont know you exist Or if they do, they are not engaged Minimal or no traffic to your website, office or store You need customers NOW Solution?
- 73. Target Facebook (or LinkedIn) Ads By: Location Industry Company Job title Interests (FB) - Group (LI) Gender Age
- 74. Facebook ads can be highly targeted!
- 75. 75 Groupon: The 50% Solution
- 76. Use Wisely Know your costs Estimate how many people will return Consider the value of a new customer Make the offer in your sidecar Instead of Groupon, make a Youpon LivingSocial, Get My Perks, Eversave, and dozens more
- 77. Some Social Media Success Stories http://www.socialmediaexaminer.com/9- small-business-social-media-success- stories/ http://mashable.com/2010/06/02/small- business-social-media-success-stories/
- 79. --- Julie Canning, president and CEO of Banff Lake Louise Tourism late summer 2009 "Two years ago, we launched an integrated social media program including the weekly Real Banff video report, a blog, Facebook page and Twitter profile," said "When the "Crasher Squirrel" literally popped out of nowhere, our social media team was ready and able to quickly take advantage of the opportunity."
- 81. VIRAL ! National Geographic,The Web, Photoshop, Banff website, blog, video, smartphone app,Facebook & Twitter 80 million impressions in Sept 2009 >200 million impressions since
- 82. My Tweet Folks in Banff really "get" social media, but 82 million impressions for a squirrel?http://tinyurl.com/n8oyc3 - For photos: http://tinyurl.com/pnj6ce - Five minutes later BanffSquirrel was following me
- 89. There is so much to love about a small business success story when it includes marketing genius plus generosity: http://bit.ly/53HPF Operation Hi Mom Mom Goes On the Road Traditional and new media galore Non-profit donations w/link additions Icons for Facebook fans Canvas Crazy evangelists
- 91. Regardless of the evidence Many small business do not use social media at all Of the others, most are only taking advantage of a fraction of the potential
- 93. Crash Davis speaks: You know what the difference is between hitting .250 and hitting .300? I got it figured out. Twenty-five hits a year in 500 at bats is 50 points. Okay? There's six months in a season, that's about 25 weeks -- you get one extra flare a week -- just one -- a gork, a ground ball with eyes, a dying quail -- just one more dying quail a week and you're in Yankee Stadium!
- 94. Summary Easy to focus on your fastball And forget that you need other skills You will be facing Big League competition Continuous learning essential for success Its a small margin between success & failure You need to build a team to grow Integrate the new tools into your business Or youll be sent packing
- 95. E-mail: devansroc@gmail.com Twitter: danrevans Connect on LinkedIn