2. ALL of the contact that anyone in your company
has with anyone outside your company
Marketing is NOT Advertising
Marketing IS Motivation
3. Complicated
A Miracle Worker
A Stage for Humor
4. Helping Customers Achieve THEIR Goals
A Process Not An Event
Process of Building Lasting Relationships
Repetition
Focus on impact of the message rather than
volume.
Obsessed with benefits.
Understand positioning and niches markets.
5. 1. Segmenting Your Market
2. Know Your other Story Tellers
3. Develop Target Groups
4. Information Channels
5. Target Needs/Wants
6. Craft a Compelling Message
7. Analyze Results
8. Time Management
Business Advantage: Marketing
Your Business
6. Be Customer Oriented NOT Self Focused
People Care About Themselves (not you)
Focus on Giving Not Taking
7. Customers Make Most Purchase Decisions in
their Unconscious Mind
Repetition is Critical
Right-Brained vs. Left-Brained
8. Features – Characteristics that physically
describe your product or service.
Benefits – Describes how the product or
service will help the customer solve his/her
problem.
*REMEMBER—It’s the benefits that will sell the product, not the feature
Business Advantage: Marketing
Your Business
9. TO SAVE TO REDUCE
◦ Money ◦ Expenses
◦ Time ◦ Taxes
◦ Effort ◦ Liabilities
◦ Resurces ◦ Trouble
TO INCREASE TO IMPROVE
◦ Income ◦ Productivity
◦ Investment ◦ Confidence
◦ Future ◦ Appearance
◦ Personal relationships ◦ Peace of mind
Understand the REAL MOTIVATION!
10. Branded “Look”
Be Consistent
Your Location
On the Phone
On the Web
11. Don’t Start by Focusing on the Sale
Create Soft Steps to Purchase
Begin by Focusing on Consent to Hear from
You
◦ Offer Free Information
◦ Most Will Say “No”
◦ Cherish Those Who Say “Yes”
Helps Build Relationships
12. Your Most Valuable Asset
Hold a Contest
Ask for Referrals
Don’t Abuse It
13. What is a Call to Action?
◦ Subscribe
◦ Buy Now
◦ Go to Our Web Site
Make it Obvious
14. Understand WHY Customers Should Do Business
with You
Develop Your Follow Up Process
◦ Start with Your Current Customers
Build a Customer Database You Can Use
Look for Ways to Create Added Value
Evaluate Your Attention to Detail
◦ Identify Problems and Opportunities for Improvement
◦ Fix Them
Use and Refine Your Elevator Pitch
Build Consent from New Prospects
Identify Ways to Make Technology Work for You
15. What product or service will you offer?
List the features that are different or better
than your competitor’s.
What are the benefits of this product?
Your benefits should be better than your
competition, if not, how will you compel
consumers to switch.
Business Advantage: Marketing
Your Business
16. Who wants/needs what you are offering?
Factors to consider—age, sex, income,
race, musical taste, etc.
Market is never “everyone.”
Test your product/service using focus
groups, on-line surveys, etc.
Turn the results into a one- or two-
sentence benefits statement.
17. Geographics –
◦ Location, size of area, density,
Demographics
◦ Age, gender, income, education, etc.
Psychographics
◦ Lifestyle, rate of use, repetition of need, benefits
Behaviors
◦ Need for fulfillment, level of knowledge,
information sources, attitude,
18. BOTTOM LINE: KNOW YOUR CUSTOMERS
WHO ARE THEY?
WHERE ARE THEY?
WHAT DO THEY NEED?
HOW DO THEY MAKE BUYING DECISIONS?
WHERE DO THEY BUY?
HOW DO YOU REACH THEM WITH YOUR
MESSAGE?
19. Who is your competition? (List)
◦ Direct Competition
◦ Indirect Competition
How do Customers Choose?
◦ Price or billing rates
◦ Reputation or image
◦ Visibility?
Are brand names important
20. Describe each of your main competitors by
◦ Size
◦ Market Share
◦ Comparative product quality
◦ Their apparent target market
◦ Availability of capital and resources
◦ Their marketing strategy
21. Strengths and Weaknesses Compared to
Yours Consider:
◦ Service
◦ Pricing
◦ Reputation
◦ Management
◦ Financial position
◦ Brand Awareness
◦ Technology
◦ Other that is important in your industry
WHAT SEEMS TO BE THEIR STRATEGY?
23. Message and Channels
Social Media Revolution 2012
Editor's Notes
Purpose – is it to get people to visit your website or store? Send for your free video? Call your toll-free number? Emphasize here the main benefit you offer to motivate people to take action. This benefit is also a competitive advantage that you offer. This sentence will describe your target audience (s). You may have more than one target. Don’t limit yourself. With several targets to aim at, you will have a better chance of hitting a bull’s-eye. McDonalds targets adults, mothers and kids. The marketing weapons sentence will be the longest sentence in your plan. The longer the better. Your niche is what you stand for. Is it quality, economy, selections? Your niche must shine through all your marketing materials. Your identity should be based on truth and honesty. It is your company’s personality and should reflect who you really are. Your budget is usually stated as a percentage of your projected gross sales. However, we are focusing on tactics you can use without investing any money. Activity: Split attendees into groups. Give each group a business (video store, florist, landscaper, dry cleaner, beauty/barber shop, clothing store, convenience store, family-owned restaurant, donut shop, 60-unit motel, bed & breakfast, etc..) Each group will take the business and list the guerrilla marketing weapons they think will work well for that business using the 133 plus list in their booklet.