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© 2010 Response Capture | All Rights Reserved
2
How to Market Small Business Style— Low Cost with a Focused Effort
© 2010 Response Capture | All Rights Reserved
Life of a Small Business Owner
We Work a Lot
We Are Leveraged
We Must Always be Recruiting & Selling
© 2010 Response Capture | All Rights Reserved
…..How Much to Invest in Marketing
…..Their Target Customer
…..Where to Invest in Marketing
Successful Companies Know…
© 2010 Response Capture | All Rights Reserved
29.6 Million US Businesses
304,059,724 Million US People
Do You Know…..
© 2010 Response Capture | All Rights Reserved
Versus
Business to Business (B2B)
Business to Consumer (B2C)
CharacteristicsIdeal Customer
CharacteristicsIdeal Customer
Ideal Customer Profile
Ideal Customer Profile
…Your Target Customer?
© 2010 Response Capture | All Rights Reserved
Ideal Customer Profile
Ideal Customer Profile
Find Out How Many Exist
Business to Business (B2B)
Business to Consumer (B2C)
Get Counts
Get Counts
2,449 Business
9,050 People
© 2010 Response Capture | All Rights Reserved
$412,400,000,000Estimated USA Advertising
& Marketing Budget
Do You Know…..
© 2010 Response Capture | All Rights Reserved
….How Much to Invest in Marketing?
XX% of Revenue
TOO GENERIC: YOUR BUSINESS IS UNIQUE
© 2010 Response Capture | All Rights Reserved
Determine Prospect Lifetime Value (PLV)Step 1: Calculate the Customer Life Time Value (CLV)
– Average Sale Per Customer– Number of Times a Customer Buys Per Year– Average Number of Years a Customer Buys from You
Step 2: Estimate the Acquisition Rate– % of Targets That Will Buy From You
Step 3: Calculate the Acquisition Spending– Add up all costs for the marketing effort (design, writing,
delivery, offer, etc) & divide by the total audience
PLV = Acquisition % * CLV – Acquisition Cost
10% * $1,500 – $100 = $50
100 *5 *3
= $1,500
$10,000 /100
= $100
© 2010 Response Capture | All Rights Reserved
Forecast The Required Demand
Assumptions– 35% of Targets will Demo– 45% of Demos will Close– $50 Average Unit Deal Size– 2.5 Units per Account– 3.5 Years per Account
635 Targets to Achieve $150,000 in Revenue
© 2010 Response Capture | All Rights Reserved
AwarenessAwareness KnowledgeKnowledge LikingLiking PreferencePreference ConvictionConviction PurchasePurchase
Buyer Readiness State
TelemarketingTelemarketing
Dir
ect
Mai
lD
irec
t M
ail
Search Engines
PPC
WebAds
TradeShows
Search Engines
PPC
WebAds
TradeShows
EmailEmail
eNewslettereNewsletter
Web
Sit
eW
eb S
ite
Choose Your Tactic Wisely
© 2010 Response Capture | All Rights Reserved
…..Avoid Spending Too Much on Marketing
…..Determine Your Target Customer
…..Allocate Your Marketing Investment
Now You Know How To…
© 2010 Response Capture | All Rights Reserved
Resources
© 2010 Response Capture | All Rights Reserved
Thank you
Questions