Finding direction: How to market your business Presented by M ERRILL C OM © 2008 All Rights Reserved

Finding direction: PLANNING MAKE A PLAN; WRITE IT DOWN If you fail to plan, you can plan to fail You have to visualize success to succeed

MAKE A PLAN; WRITE IT DOWN

If you fail to plan, you can plan to fail

You have to visualize success to succeed

Finding direction: DESCRIBE SUCCESS What does success look like? What are your capabilities? Your limitations? Are there others that can get involved? Make partnerships work for you Other facilities, Local government, Associations, Chambers

What does success look like?

What are your capabilities? Your limitations?

Are there others that can get involved?

Make partnerships work for you

Other facilities, Local government, Associations, Chambers

How are you going to do it? Plan it out, based on the marketing information you’ve gathered. What’s your timeline? Establish in your planning WHO’s going to do what and WHEN! Finding direction: TIMELINES

What are your measurable goals? How will you measure results? What is your time line? Finding direction: GOALS

What are your measurable goals? How will you measure results? What is your time line?

Finding direction: FIND YOUR MARKET You need to identify your market Who are your prospects? Are there enough of these prospects? Where are they? Do they know they need your services? What are they looking for? How do they want to be reached?

You need to identify your market

Who are your prospects?

Are there enough of these prospects?

Where are they?

Do they know they need your services?

What are they looking for?

How do they want to be reached?

1) The right thing, to right person, in right place, at the right time 2) To be heard, understood, get the desired result Finding direction: TARGET YOUR MARKET

Finding direction: GETTING CREDIT Public Relations is: The art of doing “good” and letting others “know” Building relationships Writers, editors, reporters, peers, etc.

Public Relations is:

The art of doing “good” and letting others “know”

Building relationships

Writers, editors, reporters, peers, etc.

Finding direction: BRANDING 1) Perception: How others see your product or service 2) Promise: What you or your product stands for

Perception = A set of associations, an image An identity or expectation Promise = To the consumer What you stand for Finding direction: BRANDING

Perception =

A set of associations, an image

An identity or expectation

Promise =

To the consumer

What you stand for

What makes a strong brand? 1) Clearly focused identity 2) Connection with the customer (emotion) 3) Consistency Finding direction: BRANDING

Examples: In-n-Out Burger, Subway Finding direction: BRANDING

Everyone needs to ask directions, even if it’s to reassure yourself that you are on the right path. Finding direction – ASKING FOR DIRECTIONS When is the right time to seek a marketing professional? When you: Don’t have expertise Need a new perspective Don’t have the time

When is the right time to seek a marketing professional? When you:

Don’t have expertise

Need a new perspective

Don’t have the time