Small Business Marketing 101

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The basics of how to properly build a successful marketing campaign for small business and how to calculate your Return on Investment.

Text of Small Business Marketing 101

Creative Marketing on a Shoestring

Work Smarter Work Smarter Not Harder!Not Harder!

Marketing Dept.Marketing Dept.

Tools, Tips and Strategies for developing a successful marketing campaign

Presented by the Art of Design i.d.

2009, Art of Design i.d.

Art of Design Art of Design i.di.d. Inc.. Inc.www.artofdesignid.comwww.artofdesignid.com

Debbie Tuzel, BS, MS (719) 272-6789, debbie@artdesignid.comPresident & Creative Director

Debbie founded the Art of Design i.d. years ago at the request of small business owners & independent professionals looking for a Marketing & Design agency that would focus on their needs and work within their budgets. Over the past 14 years she has worked

with hundreds of local businesses and entrepreneurs.

Marc Tuzel, BS (719) 339-2493, marc@artdesignid.comVice President , Marketing

Marc brings a wealth of knowledge, experience and expertise in the field of marketing. His degree from Johnson & Wales University in

business management along with extensive marketing experience ina wide variety of industries gives him an intricate understanding of key factors in a target markets decision making process.

2009, Art of Design i.d.

Doing Business without advertising is Doing Business without advertising is like winking at a girl in the dark. You like winking at a girl in the dark. You

know what you are doing but nobody know what you are doing but nobody else does.else does.

2009, Art of Design i.d.

If you are not constantly If you are not constantly marketing your business, you marketing your business, you

wonwont be able to sustain your t be able to sustain your business.business.

2009, Art of Design i.d.

TheThe22334 4

Fatal Fatal Marketing Marketing

MistakesMistakes

2009, Art of Design i.d.

Marketing Mistake #1Marketing Mistake #1Field of DreamsField of Dreams

Bad IdeaBad Idea Build it and they will comeBuild it and they will come (and buy!)(and buy!)

Right IdeaRight Idea Drive prospects to your businessDrive prospects to your business

2009, Art of Design i.d.

Marketing Mistake #2Marketing Mistake #2Spray & PraySpray & Pray

Bad IdeaBad Idea ShotgunShotgun ApproachApproach

Mass marketing to everyone out thereMass marketing to everyone out there ExpensiveExpensive IneffectiveIneffective

Right IdeaRight Idea SniperSniper ApproachApproach Targeted campaignTargeted campaign

The right customer is out there. Is he getting your The right customer is out there. Is he getting your message?message?

2009, Art of Design i.d.

Marketing Mistake #3Marketing Mistake #3Self Defeating Prophecy Self Defeating Prophecy

Bad Idea:Bad Idea: Been there, done that!Been there, done that!

It doesnIt doesnt work. I tried it once and I didnt work. I tried it once and I didnt see any t see any results.results.

Right Idea:Right Idea: Try, Try, Try, AgainTry, Try, Try, Again

Understand the PsychologyUnderstand the Psychology Know the value of Multiple TouchesKnow the value of Multiple Touches

4 4 6 Touches deliver higher conversion rates6 Touches deliver higher conversion rates Customer has repeated opportunities to make contactCustomer has repeated opportunities to make contact Builds Brand AwarenessBuilds Brand Awareness

2009, Art of Design i.d.

Marketing Mistake #4Marketing Mistake #4Blind FaithBlind Faith

Bad Idea:Bad Idea: Business is OK so my marketing must be Business is OK so my marketing must be

working.working. I feel it in my gutI feel it in my gut

Right Idea:Right Idea: However Beautiful the Strategy, you should However Beautiful the Strategy, you should

occasionally look at the Resultsoccasionally look at the ResultsWinston ChurchillWinston Churchill

Metrics Matter!Metrics Matter!

2009, Art of Design i.d.

The Right Approach to The Right Approach to Marketing Marketing

One step at a time!One step at a time!

&&Looking at your business from the eyes of your (Looking at your business from the eyes of your (bestbest) customer) customer

2009, Art of Design i.d.

Plan for SuccessPlan for Success

GOAL

Ideal Customer Profile

Marketing Goal

vs

Financial Goal

Implementation

STRATEGIES

TARGET MARKET

ROI

2009, Art of Design i.d.

1

Focusing in on Focusing in on youryourTarget MarketTarget Market

Who do I want to reach?

What motivates them?

Where do I find them?

What do they look like?

Target Market:Target Market:What do you know about your What do you know about your bestbest customer?customer?

2009, Art of Design i.d.

Business Name

Contact Info

SIC #

# Employees

DEMOGRAPHICS:

Age

Gender

Income

Geographics

ASSOCIATIVE DATA:

Hobbies

Pets

Credit Score

Behavioral Indicators

Consumer Name

Contact info

# Children

Own or Rent Home

IDENTITY:

Marketing GoalsMarketing Goals

BrandingBranding New businessNew business AwarenessAwareness

Lead GenerationLead Generation Drive people to your store or websiteDrive people to your store or website

Product or Service AnnouncementsProduct or Service Announcements Public Relations Public Relations

New hiresNew hires Community ServiceCommunity Service Special EventsSpecial Events

2009, Art of Design i.d.

StrategiesStrategies

MessageMessage What do you want to say?What do you want to say?

DeliveryDelivery How do your customers want to hear How do your customers want to hear

from you?from you? How often do you need to reach them?How often do you need to reach them?

TrackingTracking How will you know it worked?How will you know it worked?

2009, Art of Design i.d.

Developing a Focused Developing a Focused MessageMessage

StrengthsStrengths Tells you what to sayTells you what to say

WeaknessesWeaknesses What to avoid sayingWhat to avoid saying

Distinguishing ValuesDistinguishing Values What separates you from the pack?What separates you from the pack? Examples: Examples: going the extra milegoing the extra mile, trust, , trust,

timeliness, efficiency, creativity, problem timeliness, efficiency, creativity, problem solving, etc.solving, etc.

We take care of your skin from basket to We take care of your skin from basket to casket.casket. --Annie S., Annie S., ArbonneArbonne

Determine Frequency & Determine Frequency & Length of CampaignLength of Campaign

Customers & Prospects need to hear Customers & Prospects need to hear your marketing messages your marketing messages MULTIPLEMULTIPLE

times to influence a buying decision.times to influence a buying decision. Every campaign has a specific time Every campaign has a specific time

frame for measuring successframe for measuring success 66--month goalmonth goal 99--month goalmonth goal 1212--month goalmonth goal

2009, Art of Design i.d.

TrackingTracking

Test, Measure & EvaluateTest, Measure & Evaluate Start small & measure oftenStart small & measure often

Responders Responders vsvs NonNon--RespondersResponders Planning for the Planning for the What ifWhat ifss

Build on successful strategiesBuild on successful strategies Unsuccessful strategiesUnsuccessful strategies

Change one thing at a timeChange one thing at a time ReRe--evaluateevaluate

Marketing Metrics: Marketing Metrics: The Secret IngredientThe Secret Ingredient

Every marketing effort needs to have Every marketing effort needs to have a measurable result a measurable result

No campaign is a failure if you learn from No campaign is a failure if you learn from it!it!

Marketing evolvesMarketing evolves What you learn today effects how you What you learn today effects how you

market tomorrowmarket tomorrow

2009, Art of Design i.d.

Cost Effective StrategiesCost Effective Strategies

CoCo--op Marketingop Marketing Serial NetworkingSerial Networking Strategic PartnershipsStrategic Partnerships Seminars/WebinarsSeminars/Webinars NewslettersNewsletters

2009, Art of Design i.d.

Planning Your CampaignPlanning Your Campaign

2009, Art of Design i.d.

Estimating ROIEstimating ROI

2009, Art of Design i.d.

Goal in $$$$Goal in $$$$ Value of a new customer/client?Value of a new customer/client? # of new Sales Needed# of new Sales Needed = Goal/Client Value= Goal/Client Value Estimated Response RatesEstimated Response Rates

1%, 3%, 5%, 1%, 3%, 5%, 10% (anything above 10% is unrealistic)10% (anything above 10% is unrealistic) Closing Ratio (%)Closing Ratio (%) # of Prospects you need to reach# of Prospects you need to reach = (# of New Sales/Closing = (# of New Sales/Closing

Ratio)/Estimated Response RatesRatio)/Estimated Response Rates ExpensesExpenses = ((# Prospects x Production per Unit) x = ((# Prospects x Production per Unit) x

Frequency)+ SetFrequency)+ Set--UpUp Estimated ROIEstimated ROI = Goal $ = Goal $ -- CostsCosts

Turning Ideas into Turning Ideas into CampaignsCampaigns

ConsistencyConsistency HeadlineHeadline

Compelling and PersuasiveCompelling and Persuasive Call to ActionCall to Action OfferOffer

Perceived ValuePerceived Value Emotional HookEmotional Hook

Reason to Bel