Small Business Big Marketing February 2009

“ People can copy what we do, but not who we are.” Martin Daley, Head of People , Virgin Blue

What is Marketing?

Marketing is solving customers problems.

Marketing is the quickest way to a sale

Marketing is standing out.

Marketing is not simply promoting your business.

Marketing Concept #1

The Message What are the most important things you need to say to Customers?

What are the most important things you need to say to Customers?

The Message What are the most important things you need to say to Customers? KEY MESSAGES

What are the most important things you need to say to Customers?

Develop Your Key Messages ACME Book-Keeping is MYOB certified All our staff have been trained to Grade 6 MYOB .... They update their knowledge ... ACME Book-Keeping makes financial management simple We have a three-step process that .... We ensure we never speak industry jargon .... ACME Book-Keeping’s number 1 aim is to reduce your tax liability We are constantly meeting with the ATO to learn about ... We’ve won the Gold Award each year for .... ACME Book-Keeping staff are very accessible We’re open 8.30AM to 6.00PM .... Our online support is available 6.00AM to 9.00PM

ACME Book-Keeping is MYOB certified

All our staff have been trained to Grade 6 MYOB ....

They update their knowledge ...

ACME Book-Keeping makes financial management simple

We have a three-step process that ....

We ensure we never speak industry jargon ....

ACME Book-Keeping’s number 1 aim is to reduce your tax liability

We are constantly meeting with the ATO to learn about ...

We’ve won the Gold Award each year for ....

ACME Book-Keeping staff are very accessible

We’re open 8.30AM to 6.00PM ....

Our online support is available 6.00AM to 9.00PM

Here’s How To Do It... 1. Write down those key benefits that your business provides to Clients 2. Support each of these benefits with statements of fact

1. Write down those key benefits that your business provides to Clients

2. Support each of these benefits with statements of fact

Here’s How To Do It... 1. Write down those key benefits that your business provides to Clients 2. Support each of these benefits with statements of fact Write them as if you were writing to an old friend

1. Write down those key benefits that your business provides to Clients

2. Support each of these benefits with statements of fact

Why I do what I do...

Then get bored of them!

Marketing Concept #2

The Medium Where are the best places to place Your Key Messages?

Where are the best places to place

Your Key Messages?

It’s a big, long list... TV Newspapers (State, Suburban & Regional) Radio (Melbourne & Regional) Magazines Outdoor Newsletters Brochures Car Signage Websites Search Engines Sponsorship Direct Marketing Information Evenings Joint Promotions Word-Of-Mouth Email

TV

Newspapers (State, Suburban & Regional)

Radio (Melbourne & Regional)

Magazines

Outdoor

Newsletters

Brochures

Car Signage

Websites

Search Engines

Sponsorship

Direct Marketing

Information Evenings

Joint Promotions

Word-Of-Mouth

Email

Criteria For Choosing Where... Where do your Customers look to find businesses like yours? Wastage. Cost. How comfortable are you with the medium? Accountability.

Where do your Customers look to find businesses like yours?

Wastage.

Cost.

How comfortable are you with the medium?

Accountability.

Get your messaging right first , then work out where to put it.

Marketing Concept #3

Touch Points

Touch Points Any point where your Customers come in to contact with your business

Stationary Voice Mail PR Advertising Presentations Website E-Mail Signatures Logo Design & Usage Business Cards Thank-You Cards Office Design Website Phone Answering Signage Invoices YOUR BUSINESS Car Ad

Marketing Concept #4

Be BRAVE

Some useful tips To apply immediately

Get a website... No excuses

Create Phone Support Packages

The back of your business card is an opportunity to add value

So is your e-mail signature

Do your Clients know how to get the best of you?

ADVERTISING BEWARE!

Look Sharp

To Look Sharp You’ll Need Meaningful, Well-Presented Livery... Logo Business Card Letterhead Follower Invoice Email Signature With Comps Web Skin

Logo

Business Card

Letterhead

Follower

Invoice

Email Signature

With Comps

Web Skin

‘Spiff Me Up’ Package $2,500

www.99Designs.com

www.Elance.com

Social Media Online tools that allow us to generate content, interact & engage in peer-to-peer conversations and exchanges.

Social Mediums include...

A Case Study....

Get A Flexible Plan... Create your key messages Follow the template I provide Establish your identity Across all Touch Points Spread the word Choose mediums you’re comfortable with One piece at a time

Create your key messages Follow the template I provide

Establish your identity Across all Touch Points

Spread the word Choose mediums you’re comfortable with

“ People can copy what we do, but not who we are.” Martin Daley, Head of People , Virgin Blue

Getting me working with you... Marketing Coaching $180 / hour, minimum 4-sessions, money back guarantee Webinars Minimum 20 people, selected topics, $50 for 30-45 min Marketing Seminars Tell me what you’ like to cover & I’ll tailor make a seminar Add value to your Clients Introduce me to them & you’ll be the hero! Spiff Me Up Package Take up the offer

Marketing Coaching $180 / hour, minimum 4-sessions, money back guarantee

Webinars Minimum 20 people, selected topics, $50 for 30-45 min

Marketing Seminars Tell me what you’ like to cover & I’ll tailor make a seminar

Add value to your Clients Introduce me to them & you’ll be the hero!

Spiff Me Up Package Take up the offer

Small Business Big Marketing February 2009