1.
Marketing for Growth
Wayne Brass
Art Mahoney
Rob Duncan

2.
Marketing is…
• the combination of
varying methods and
strategies to get your
product or service
into the minds and
hands of prospective
buyers.

3.
Define Your Target Market
• What potential customers have specific needs
that can be addressed by the product/service?
• How might potential customers choose to access
the product/service?
• How much are potential customers willing to pay
and how?
• Who are the competitors?

4.
Define Your Target Market
Segmentation Strategies
• Behavior
• Benefit
• Demographic
• Geographic
• Psychographic

5.
Competitive Analysis
• Where are people currently filling this need?
• Who are your competitors? Direct & Indirect
• Why do people buy from them?
• What are their products/services?
• What are their USPs (Unique Selling
Propositions) and Benefits?
• How do they market? Is it working?

6.
Defining the Product / Service
• What do you offer that your competitors don’t?
• Are you selling Features? or Benefits?
– Benefits are the problem it solves.

7.
Focus on Benefits
• Every buying decision has an emotion attached
to it.
• Emotion is what you touch when you sell
benefits and not features.

8.
Why Market a Product / Service?
• If you don’t, who will?
• How will your customers know to find you?
• How do you know you are reaching your
potential customers?

9.
Outbound Marketing Includes
• Sales
• Advertising and Promotions
• Public Relations
• Networking
• Internet Marketing
• Customer Service
• Customer Satisfaction

10.
ELEVATOR PITCH
• Introductions
• Sales Opportunities
• Employment Tactic
• Raise Money

11.
Branding Strategy
• Brand Name
• Packaging
• Ad Content
• Image and Culture
• Consistency
• Sales Force
• Value / Pricing

12.
Your Marketing Plan
• Include:
– Descriptions of type of marketing
– A marketing timeline
– Probable reach or coverage
– Estimated cost
– Number of uses
– Short explanation of thought process
– Expected result (ROI)

13.
Your Marketing Plan
• Determine which Marketing Tactics you will use
to get your message to your audience.
• Write it all down.
• Keep good records – so you can evaluate later!!

14.
Marketing Tactics Include…
• Advertising
– Media – radio, television, infomercials
– Print – newspaper, magazine, classified, yellow pages
– Mini-Media – business cards, stationary, brochures,
flyers, banners, signs, posters, newsletters, coupons,
door hangers, gift certificates, direct mail, catalogs,
etc
– Other/Extreme - outdoor boards, bus wraps,
sponsorships

15.
Marketing Tactics Include…
• Sales
– Personal sales, Telemarketing
• Public Relations
– Publicity & Press Releases
• Promotions and Premiums
– Contests and Sweepstakes
– Events
– Frequent Buyer Programs
– Loyalty Programs

16.
Marketing Tactics Include…
• Networking
– Everyone you know, Everyone you meet
– Community Involvement
– Trade and Professional Associations
• Internet Marketing / Web Site
– Can be advertising
– Can be a distribution channel
– Can be your location

17.
You Must Have a Plan!
• Random or one-shot marketing and advertising
efforts almost NEVER work!

18.
Referrals and Repeat Customers
• 90% will take a referral over a sales person
• Need to see your name up to 9 times through
advertising efforts to achieve awareness!
• Easier & cheaper to retain an existing customer
than to find a new one
Any given company loses between 20 and 40
percent of their customers annually!

19.
Importance of Customer Service
• Customers return and purchase again
• Customers try new products
• Customers tell others about our business,
products or services

20.
Customer Satisfaction
Why do Customers Leave? Why do Customers Stay?
Reason Given Percentage • Unanimously Report
Move or Die 4% “Because they care!”
Other Company Friendship 5%
Competition 9%
Product Dissatisfaction 15%
Feel Unappreciated by an 67%
Uncaring Company

21.
Plan Ahead
• Do an annual S.W.O.T. Analysis
– Strengths, Weaknesses, Opportunities, and Threats
• Run with a strategy at least 3-6 months
• Monitor and measure the results.
• Be flexible and adaptable
• Remember main keys - Benefits & Frequency.

22.
SWOT Analysis
Internal
Strengths
S W
Weaknesses
External O T
Opportunities
Threats

23.
Questions?

24.
Thank you!!
www.sbdctampabay.com
813-905-
813-905-5800