Marketing for Small and Midsize Businesses


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Presentation give to the Greater Richmond Chamber

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  • Peter Hansen (New Jersey Performing Arts Center Vice President of Development) is saying that this is the harshest fund-raising climate in nearly 30 years Americans have either reduced their gift amount or cut back on the number of non-profits they’re contributing to. Giving USA found that contributions from private sources dropped by 3.2% last year 9% decline in giving means that half of the nations top organizations will see an even bigger drop To reduce overall expenses, institutions are cutting staff positions – those remaining have to puck up the slack which is resulting in work overload. Budgets are being cut but goals are being increased – we have to do more less
  • Need to tie in how marketing relates to fundraising Building relationships Creating the brand Stewardship – consistently updating donors and prospective donors on the progress being made Most donors consider their giving based on: How well do these people know me? How well do these people trust me? How well do these people follow-up? How much do these people care? Building strong relationships now will inspire major and sustained giving
  • Total US Ad Spend in $300 Billion
  • According to Roy H. Williams , whose Wizard of Ads books I have found inspiring and helpful, "A recent Yankelovich study tells us that Americans are confronted by more than 5,000 selling messages per day - radio and television and magazines and newspapers and billboards floating on an ocean of store signage, posters, point-of-purchase displays and product packaging - each one hoping to gain our eyes, ears and attention." ( Source ; also cited here )
  • 662 photos loaded, 500 added over the weekend 109 confirmed questions – 167% in participation Fans have increased to:
  • Marketing for Small and Midsize Businesses

    1. 1. Make the Most of Your Marketing Kate Dunn Digital Innovations Group
    2. 2. <ul><li>Help organizations solve their marketing and sales challenges with innovative strategy, inspired execution & purposeful creativity. </li></ul><ul><li>Specialists in relevant, integrated, interactive and trackable communication strategies and execution. </li></ul><ul><li>Focus markets </li></ul><ul><ul><li>Higher Education Development </li></ul></ul><ul><ul><li>Small & Midsize businesses </li></ul></ul>Digital Innovations Group
    3. 3. It is Rough Out There <ul><li>Sluggish economy continues to wreak havoc on sales and marketing budgets </li></ul><ul><li>Leaner organizations having trouble executing plans to improve results </li></ul><ul><ul><li>Reduced staff </li></ul></ul><ul><ul><li>Reduced budgets </li></ul></ul><ul><li>Strategic plans to grow the business are on hold </li></ul>
    4. 4. But, What About the Future? <ul><li>Only 15% of short terms results are a result of today’s marketing initiatives </li></ul><ul><li>Today’s marketing will be responsible for 85% of long term results </li></ul>
    5. 5. Improving Results Without Breaking the Bank <ul><li>Over 19% of marketing spend fails outright </li></ul><ul><li>67% of spend could achieve significant improvement in results without additional cost </li></ul><ul><li>What to tweak: </li></ul><ul><ul><li>Messaging – better understanding of your donor’s motivations </li></ul></ul><ul><ul><li>Marketing Mix – VeriSign found that 10% of spend drove 98% of actions they wanted </li></ul></ul><ul><ul><li>Integration – synergize tactics to optimize results </li></ul></ul>
    6. 6. Communicating Today <ul><li>Is more complex </li></ul><ul><ul><li>Increasing competition for attention </li></ul></ul><ul><ul><ul><li>Both old and new channels in play </li></ul></ul></ul><ul><ul><li>Average American is exposed to up to 5,000 messages per day </li></ul></ul><ul><ul><ul><li>They notice 52 </li></ul></ul></ul><ul><ul><ul><li>They remember only 4 </li></ul></ul></ul><ul><ul><li>5 – 30% of total media time is spent multi-tasking </li></ul></ul><ul><ul><li>Seeing a message in more than one channel increases response by 10 – 15% </li></ul></ul>Source: Wizard of Ads, Roy H. Williams citing Yankelovich study, USPS Study Delivered to PIA Variable Data Conference, January 2007
    7. 7. Relevance Counts <ul><li>Relevance is the single largest lever on response in individualized direct marketing </li></ul><ul><li>Jupiter research reports: </li></ul><ul><li>Relevancy improves campaign revenues by 9 times over untargeted broadcast mailings </li></ul><ul><li>Revenues are improved by an average of 18 times with relevance </li></ul>Relevant Static DM response averages less than 2% Relevant DM averages 6.5% Just Personalized Over 3x higher
    8. 8. Focus on the Learning Right Time Response Rate Static Personalized Highly Relevant 10x lift 20% lift Personalized 20x lift Learning 5x lift Right Message 2x lift Right Individual
    9. 9. Today… <ul><li>Marketing best practices can help </li></ul><ul><ul><li>Improve response rates </li></ul></ul><ul><ul><li>Improve lead quality </li></ul></ul><ul><ul><li>Improve sales productivity </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Improve customer loyalty </li></ul></ul><ul><ul><li>Provide continuous improvement </li></ul></ul><ul><ul><li>Generate greater returns </li></ul></ul>
    10. 10. Keys to Success <ul><li>Strategic marketing plan built to capitalize on your differentiators </li></ul><ul><li>Focused on communicating with your audience in relevant, trackable and interactive ways </li></ul><ul><li>Concentrate on getting the right message, to the right person, at the right time via the right channel </li></ul>
    11. 11. Step 1: What’s Remarkable? <ul><li>Competitive Advantages </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Sustainable </li></ul></ul><ul><ul><li>Quantifiable </li></ul></ul><ul><li>Make sure the entire organization knows them and communicates them consistently </li></ul><ul><li>Ensure all communication channels reflect your differentiators </li></ul>
    12. 12. Integrated Cross Channel Data Messaging/Channels Trackable Response/Purls Gurls/Curls Nurture Activities Revenue Best Practices Capture Information
    13. 13. Strategic Technology Systems <ul><li>Positioning Statement: </li></ul><ul><ul><li>Smart Solutions. Simply Applied. </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Key Messages </li></ul><ul><ul><li>Technology explained in simple terms </li></ul></ul><ul><ul><li>We can take care of your technology and security so you can focus on your business </li></ul></ul><ul><ul><li>Cost effective managed services can minimize downtime and maximize productivity </li></ul></ul>
    14. 14. The Audience <ul><li>Busy professionals, small and midsized business like medical, dental, law practices, & community banks </li></ul><ul><li>Characteristics </li></ul><ul><ul><li>Smaller organizations </li></ul></ul><ul><ul><li>No onsite technology staff </li></ul></ul><ul><ul><li>Focused on providing service </li></ul></ul><ul><ul><li>Need technology to work without taking up a lot of time </li></ul></ul><ul><ul><li>Problems may be intermittent or rare but cause huge declined in productivity </li></ul></ul>
    15. 15. Strategic Requirement <ul><li>Provide real value by bringing critical issues to light before they turn into problems </li></ul><ul><li>Stay “top of mind” when problems crop up </li></ul><ul><li>Demonstrate ROI for managed service contracts </li></ul><ul><li>Accomplish all this, cost effectively! </li></ul><ul><li>Solution: SmartWire </li></ul>
    16. 16. Lead Generation Relevant Copy for: Dental, Medical Practices Small & Midsize Businesses
    17. 17. Interactive
    18. 18. Maintaining Mindshare
    19. 19. Rosemont College <ul><li>Fully integrated cross channel strategy including: </li></ul><ul><ul><li>Relevant and personalized direct mail </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Personalized landing pages </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Alumni Magazine including </li></ul><ul><ul><li>Video links, giving portal, interactive polls and link tracking </li></ul></ul>
    20. 20. Rosemont College Fund Raising <ul><li>Young Alumni </li></ul><ul><li>Reconnect </li></ul><ul><li>Campaign </li></ul>
    21. 21. Rosemont College Fund Raising <ul><li>Young Alumni </li></ul><ul><li>Reconnect </li></ul><ul><li>Campaign </li></ul>
    22. 22. Continuity Pre- Initiative E-Mail <ul><li>Link to Website </li></ul><ul><li>Announcement of Direct Mail Piece </li></ul><ul><li>Tied to other communication tactics </li></ul>
    23. 23. Direct Mail - Reconnect Direct Mail Piece - Outside <ul><li>Personalized URL </li></ul><ul><li>Name </li></ul><ul><li>Graduation Year </li></ul>
    24. 24. Direct Mail - Reconnect <ul><li>Personalized URL </li></ul><ul><li>Name </li></ul><ul><li>Graduation Year </li></ul><ul><li>Major </li></ul>
    25. 25. Engage Follow-Up Direct Mail Piece - Outside
    26. 26. Emails E-Mail <ul><li>Graduation Year </li></ul><ul><li>Percent of Graduate School </li></ul><ul><li>Top Graduate Degrees Earned </li></ul><ul><li>Percent Single </li></ul><ul><li>Percent with Children </li></ul><ul><li>Percent Volunteering </li></ul><ul><li>Reunion Preference </li></ul>
    27. 27. Social Media Integration
    28. 28. Facebook
    29. 29. Alumni Magazine
    30. 30. Publication Analytics
    31. 31. Results <ul><li>23% response rate </li></ul><ul><li>85% of those respondents completed the process & provided relevant information to be used by Rosemont College in the future </li></ul><ul><li>50% of those that went to their personalized landing page made a gift </li></ul><ul><li>38.46% of the donors did not give last year </li></ul><ul><li>Increased Facebook fans by over 1,100% </li></ul>
    32. 32. <ul><li>There is NO silver bullet! </li></ul><ul><li>Value proposition of continuous improvement </li></ul><ul><li>Critical Success Factors </li></ul><ul><ul><li>Continuously improve the quality of your list </li></ul></ul><ul><ul><li>Track and qualify interest on landing page </li></ul></ul><ul><ul><li>Integrate sales process to convert opportunities </li></ul></ul><ul><li>Key message: Use technology and best practices to make your communication Relevant, Integrated, Interactive & Trackable </li></ul>Conclusions
    33. 33. Remember <ul><li>Visit , sign up for SmartWire and enter to win and </li></ul>Drawing: Friday May 20, 2011
    34. 34. Thanks <ul><ul><li>Kate Dunn </li></ul></ul><ul><ul><li>4615 West Broad St. </li></ul></ul><ul><ul><li>Richmond, VA 23230 </li></ul></ul><ul><ul><li>804 377-6070 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><ul><li>blog </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Digkatedunn </li></ul></ul></ul><ul><ul><ul><li>Dig_results </li></ul></ul></ul>
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