Small Business MarketingAnd You!

Your Goal?

My Goals:

Spread Ideas,Move People

Nancy Duarte – President Duarte Design

A Plan

Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute

Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute

“Plan your work, and work your plan.”

Your Plan

“A marketing plan lays out a campaign that aims to fulfill a company’s market strategy.”

Seth Godin’s Purple Cow Theory

Seth Godin’s Purple Cow Theory

Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute

S.W.O.T. Analysis

Strengths

Weakness

Opportunity

Threats

Market Analysis• Size• Growth Rate• Profitability• Trends

Market Analysis• Size• Growth Rate• Profitability• Trends

Market Analysis• Size• Growth Rate• Profitability• Trends

Market Analysis• Size• Growth Rate• Profitability• Trends

Opportunity Identified

Tactical Preparations

Marketing Mix (4 P’s)• Product• Price• Place• Promotion

4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections

Internal Customers

External Customers

4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections

Time-Based Competition

Customer Relationship Management

Mass Customization

4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections

Internal Collaboration

External Collaboration

4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections

How it is done…

Leads to…

What can be done

Global Mediocrity = No Advantage

Programs with out Capacity

Empty Promises

Program Ambiguity = No Identity

Ritualization:

“We have always done it that way.”

Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute

Financial Analysis

ROI = Return on Investment

ROI = (Profit – Investment)

Investment

Write It!

Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute

You Can Do It!