A short training presentation on Marketing strategies for BizCentral & CharityNet USA partners.

1. Partner Service & Sales Training

2. I. Introduction to Marketing
II. Traditional Marketing Methods
III. Developing a Marketing Plan
IV. Our Marketing Services & Process

3. • Marketing is defined by the
American Marketing
Association as the activity, set
of institutions, and processes
for creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.

4. • Now and every day hereafter.
• Marketing should be a year-round process.
• Even seasonal organizations must continually
reach out to customers or risk having to
rebuild their sales every year.
• Use marketing to capitalize on seasonal
changes and national events.
• There is never a time when an organization
cannot utilize marketing.

5. • While it can be tough to measure the ROI of
marketing, it is absolutely critical to every organization.
•Marketing is the avenue that an organization builds their
awareness and reputation through.
•Marketing brings in leads which cultivate to sales and
revenue.
•Marketing seeks to maintain current clients to promote
return business.
•Marketing networks and forms strategic alliances that are
mutually beneficial to the organization.
•Marketing goes against the competition.
•Marketing is a necessity!

6. • A marketing budget typically covers costs for:
• Advertising
• Promotional Collateral
• Public Relations Efforts
• Events
• Every organization’s budget will vary based
on the size of the company, annual sales and
competitor actions.
• A marketing budget can range anywhere from 1% of
the total sales to 30% or more of the total sales.
– Example: If an organization’s annual revenue is 500K, an
average annual marketing budget would fall anywhere
between
$5,000-$150,000, depending on the industry.

7. • Marketing online and off-line have many
similarities. Being able to reach 1 billion potential
customers means little if you don't have a clear
message, if your design isn't impressive, or if your
products and services don't respond to a need in
the market.
• In either case, you have to know your target
audience and communicate effectively with
them.
• Traditional marketing has formed the foundation
for E-Marketing and therefore, it is imperative to
understand the fundamentals of traditional
marketing.

8. I. Introduction to Marketing
II. Traditional Marketing Methods
III. Developing a Marketing Plan
IV. Our Marketing Services & Process

9. • There are various types of marketing
methods for an organization to consider,
including:
• Grassroots Marketing
• Public Relations
• Strategic Alliances
• Traditional Advertising
• Affiliate Marketing
• Referral Marketing

10. • The most affordable type of marketing that consists of
using resources you already have to spread the word
about your organization, such as:
•Distributing business cards, brochures, flyers.
•Employee up selling activity.
•Participating in local community events.
•Talk about the business every chance you get.
•Network, Network, Network; you never know who you
will meet and the contacts you can make.

11. • The Public Relations Society of America
(PRSA) claimed: "Public relations helps an
organization and its publics adapt mutually
to each other."
• The power of PR is a phenomenal way to
generate legitimate awareness about a
business.
• Common activities include:
• Speaking at conferences
• Winning industry awards
• Pitching to the media
• Writing and distributing press releases & media alerts

12. • A Strategic Alliance involves hooking up with other
businesses that share a similar target audience but are
not necessarily competition.
• Organizations work out a mutually beneficial
relationship or strategic alliance through which
organizations:
• Swap advertising
• Grow product lines
• Share leads
• Increase market share
• Make additional profits

13. • Advertising is a form of communication that
typically attempts to persuade potential
customers to purchase or to consume more
of a particular brand, product or service.
• Traditional paid advertising includes the
things so many of us are already familiar
with, such as:
• Billboards
• Magazines
• Newspaper Ads
• Broadcast spots
• Direct Mail
• Pay Per Click (Google, Yahoo, MSN)

14. • Partner marketing is typically an internet based
practice in which a business rewards one or more
partners for new customers and purchases
brought to the organization.
• Benefits of an partner program include:
• No overhead.
• Free links back to the company’s website which build
traffic.
• Performance based commission.
• Ability to market with over 100 sales reps in different
locations.

15. • Referral marketing is a method that relies
on gaining new customers through referrals
or word of mouth.
• Word of mouth is generally spontaneous and is
achieved by organizations without any form of
structured strategy other than simply offering
quality products and services.
• Referral marketing takes word of mouth
from a spontaneous situation to a highly
productive solution, where multiple referrals
are generated due to a organization’s
customer-focused strategies.

16. I. Introduction to Marketing
II. Traditional Marketing Methods
III. Developing a Marketing Plan
IV. BizCentral USA’s Marketing Services &
Process

17. • Firms that are successful in marketing
invariably start with a marketing plan.
• For small organizations, this is often the best
way to think about marketing.
• A marketing plan will:
• Set a budget to keep in mind.
• Set organization goals in perspective.
• Create a timeline that coordinates
campaigns w/ other organization initiatives.
• Create deadlines to be met.

18. • There are many ways to develop and format
a marketing plan. Common contents include:
• Purpose and Mission
• Situational Analysis
• Marketing Strategy and Objectives
• Tactical Programs
• Budgets, Performance Analysis and Implementation
• Additional Consideration
• By developing a marketing plan, an
organization will be better prepared to
execute their marketing programs through out
the year.

19. • Research is done while creating the marketing plan
that will prepare an organization in defining their
market.
• An organization should view a marketing plan as a
“guide” rather than a “set-in-stone” deal.
• An organization should know what their competitors
are up to and keep that in mind when making
adjustments to their marketing plan.
• Be persistent. If you fall down, always get back up
and try again.

20. I. Introduction to Marketing
II. Traditional Marketing Methods
III. Developing a Marketing Plan
IV. BizCentral USA’s Marketing Services &
Process

21. • BizCentral & CharityNet USA offer a variety of
traditional marketing services, including:
• Press Release Writing and Distribution
• Newsletter Campaign Development
• Starter Sales Kit/Media Kit
• Traditional Branding
– Graphic Design (Logo, Flyer Design, Brochure Creation
etc.)
– Web Development
• Article Writing and Distribution
• Pay Per Click AdWords Setup

22. • Once a sale has been made on one of our
Marketing services, clients are given access
to our Marketing Solutions ”Steps Page”
• Here, they will find a variety of information,
tips, samples and questionnaires.

23. • Step 1: Clients will complete the appropriate questionnaire (if
applicable to their service).
• Step 2: An interview will be set up once the questionnaire is
completed (if applicable).
• Step 3: Once all information is gathered, their service will be
completed usually within 10-15 business days.
• Step 4: Depending on the service purchased, a draft may be
sent to the client to approve or make changes to it.
• Step 5: Approval must then be received in writing by email or
fax.
• Step 6: Finally, the completed product is sent to the client
once final payment is made.

24. • Traditional marketing strategies are still extremely
effective in today’s market.
• Integrating a mix of traditional and E-Marketing
methods into an organization’s marketing plan has
the potential to produce the best results.
• Regardless of what marketing services an organization
chooses it is always necessary to keep their target
market in mind.
• We will work to present all of an organization’s options
in a clear manner and produce the most effective
plan that will meet their budget.