the Marketing Spotlight

… is on YOU today

“ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change .” —Charles Darwin

Identify your Target market. It is NOT everyone. It can be more than one, but each will need its own plan and message.

Identify your Target market.

It is NOT everyone.

It can be more than one, but each will need its own plan and message.

women. BOOMERS. GEEZERS.

It’s about the Long Tail. Niches.

DIFFERENTIATION DELIVERY

Craft a Message that Differentiates You. It should be about THEM , not You. No one cares about You – they are worried about Themselves. Then How will you Deliver that Message to the target audience?

Craft a Message that Differentiates You.

It should be about THEM , not You.

No one cares about You – they are worried about Themselves.

Then How will you Deliver that Message to the target audience?

Productivity Efficiency ROI TCO Maybe savings

Selling to men: The TRANSACTION Model Selling to Women: The RELATIONAL Model Source: Selling to Men, Selling to Women , Jeffery Tobias Halter .

C X O * *Chief e X perience Officer Do you have a…. C ST * *Chief Story Teller

Stories and Experiences are Emotive . That is what makes something VIRAL

Age 44-65 : “ New Customer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing , David Wolfe & Robert Snyder

Tom Peters says : Niche aimed Community Star Best Employer Emotional Bond to Customer

Tom Peters says :

Niche aimed

Community Star

Best Employer

Emotional Bond to Customer

How do you deliver the message? Events Go Guerrilla Networking Direct Mail Permission Marketing Adwords Door-to-Door

Events

Go Guerrilla

Networking

Direct Mail

Permission Marketing

Adwords

Door-to-Door

What else? Your Website! - It’s most people’s first impression of you! Your Voicemail The Attitude of your People Your bill Your service delivery and customer care

What else? Testimonials - esp. video testimonials Become the Expert – seminars, writing opinions/letters to the editor, offering article advise to reporters, press releases to the business journal

Three Ways to Grow Your Business by Chris Philippi Method 1: Gain new customers or clients Method 2: Increase the profit level of the average sale Method 3: Increase repeat business

the 4 P's are: Product : Quality, branding and packaging play a part. Price : Includes discounts and credit terms. Place : Where the product is sold and how distribution channels work. Promotion : Covers sales, ads, marketing and public relations.

Thank you from Jack Brandt of Register.com And Peter Radizeski of RAD-INFO, Inc.