Cutting edge boot camp

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Notes for the Batesville, AR Next Level Business Boot Camp class to download. On night 2 discussed market research assistance available to small businesses, A local lender discussed cash flow and began discussions on small business marketing tips in this presentation.

The program is conducted by the Arkansas State University Small Business and Technology Development Center to small businesses in the North-central Arkansas area. Sponsored by Batesville Area Chamber of Commerce, Independence County Economic Development, Inc., Citizens Bank, First Community Bank, Liberty Bank of Arkansas & Merchant and Planters Bank

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  • SUCCEED: it is helping customers ACHIEVE THEIR GOALSCREATING LASTING RELATIONSHIPSPROCESS NOT EVENTHere too: marketing is NOT… complicated, it is not a miracle worker, nor a stage for humor
  • Fundamentals of successful marketing have not changed JUST THE TOOLS
  • All successful businessmen ARE GREAT MarketersAll successful marketers ARE GREAT story tellersTrick: What story will facinate your target audienceAsk class to share their favorite fiction book when growing up and why they liked itGreat Stories: Transport reader to a better place they would like to be OR is a Warning
  • Steak versus SizzleCustomers are sophisticatedThey have access to information without needing youCustomers don’t care about the SIZZLEDon’t want time wasted on Fluff
  • Why Don’t people listen to my sales pitch? They don’t care about you!
  • Before you can tell your story you have to get them to PAUSE At the deep subconscious level based on millenia of genetics “Can I have Sex With it” may prefer to say IS IT SEXY?“Can I Eat it?”Will it Kill me?To stop someone long enough to look closer so a woman in a bathing suit eating a cupcake but getting ready to get hit by a crane meets all threeDon’t need all 3 --- one is enough
  • Main point understand your customer BehaviorCustomers make most purchase decisions in unconscious mindRepetition is critical 27 touchesRight brain versus left brain
  • http://www.youtube.com/watch?v=KGZvQoPxhNs&playnext=1&list=PLA16325FDB7BA3724&index=1Chevrolet didn’t sell features instead sold a concept to WWII Vets Growing professional class, GI Bill creating families rise of interstates all set this commercial to be a success
  • http://www.youtube.com/watch?v=vtP-S9OS0o0&p=A3FF8EBB952BE57E21st Century humor, benefits, call to action
  • http://www.youtube.com/watch?v=5YGc4zOqozoHappy customers come back more oftenIncrease number of transactions per customerIncrease purchases per transactionReferral power
  • Cutting edge boot camp

    1. 1. CUTTING EDGE MARKETING No-Cost & Low-Cost Marketing Tactics for the 21st Century! Presented by: Herb Lawrence, Center Director Arkansas State University Small Business and Technology Development Center
    2. 2. 20TH- CONVENTIONAL MARKETING 21ST CUTTING EDGE MARKETING  MUST invest MONEY   Geared to BIG Business Sales Focused Diversification Marketing is OVER after the sale Spirit of COMPETITION          INVEST time, energy, imagination & information Geared to Small Business PROFIT Focused Maintain Focus Engaging in FERVENT Follow up Spirit of Cooperation FUSION 20TH VS 21ST CENTURY MARKETING
    3. 3. Marketing is like flossing your teeth, if you don’t do it everyday you will have pain and agony down the road.
    4. 4. FIRST WHAT IS MARKETING? Businesses have only two functions:  INNOVATION  MARKETING  The ART of getting people to change their minds  THE TRUTH MADE FASCINATING  Your Chance to help your customers SUCCEED  BUILD LASTING RELATIONSHIPS  MARKETING IS MOTIVATION!!!!!!
    5. 5. FUNDAMENTALS HAVE NOT CHANGED Break “My World” into Market Segments  KNOW the RIGHT Target Market(s)  KNOW the RIGHT Communication Channel(s)  KNOW Target NEEDS and WANTS  CRAFT a COMPELLING MESSAGE  KNOW how to ANALYZE results  KNOW good TIME Management 
    6. 6. THE STORY YOU HAVE A GREAT STORY TO TELL! What was your FAVORITE Fiction Story?
    7. 7. “YOU” MARKETING NOT “ME” MARKETING  Cutting Edge Marketers are:  Customer Oriented NOT Self Focused  We KNOW People Care About themselves (not you)  FOCUS ON GIVING NOT TAKING  Cutting Edge Marketers Sell STEAK not SIZZLE
    8. 8. WII-FM? AGGRESSIVE LISTENING QUALITY VALUE
    9. 9. SUBCONSCIOUS FOR MEN IS IT “SEXY?” CAN I EAT IT? WILL IT KILL ME? WHAT GETS ATTENTION?
    10. 10. EQUAL TIME IS IT “SEXY?” CAN I EAT IT? WILL IT KILL ME? WHAT GETS ATTENTION?
    11. 11. BENEFITS NOT FEATURES What does a 52 Chevy and Dinah Shore have to do with Cutting Edge 21st Century Marketing? You Tell Me!
    12. 12. OR THIS? Why This Worked • Humor • Benefit not feature • Call to action • Cross media channels
    13. 13. REALITY 4% Customers Your 4% ARE INTERESTED Business 92% DON’T CARE!
    14. 14. 4% CUSTOMERS  68% of Business is LOST due to Customers being Ignored AFTER the Sale..no follow up Loyal Customers: More Transactions Buy more Refer
    15. 15. CONCENTRATE OF 4% WORK to Maintain Customer Contact  Develop systematic follow up plan  MOST DEADLY ENEMY: Apathy After the Sale  Example of Follow up:  1 Week E-mail thanking for purchase  1 month Letter or CALL about satisfaction  3 Month recommend connecting with first purchase  6 Month Offer something new  1 Year: Customer Anniversary Card
    16. 16. EXERCISE  List Features for Your Business  NOW come up with BENEFITS of doing business with YOU.
    17. 17. EXERCISE  What are your competitive advantages?
    18. 18. EXERCISE  What are your target markets
    19. 19. EXERCISE  What are the benefits of doing business with you?
    20. 20. TRADITIONAL MARKETING TECHNIQUES  Advertising:        Newspapers Magazines Television Radio Direct Mail Telemarketing Trade Shows  Challenges   Can be Costly Repetition KEY GOLDEN RULE: It will take an average of 27 TOUCHES for your advertisement to be noticed by consumers
    21. 21. CHALLENGE TODAY
    22. 22. SO MUCH NOISE
    23. 23. USING TECHNOLOGY  Avoid Techno-phobia  Avoid Techno-Obsession
    24. 24. CUTTING EDGE MARKETERS
    25. 25. TODAY WE FIND CUSTOMERS
    26. 26. ON-LINE MARKETING Your Customers Are Searching For You
    27. 27. CHANNELS
    28. 28. WHY CUSTOMERS SEARCH ON LINE 83% Consumers use Search Engines for specific brands and products  80% Search for specific product or brand before buying ON-LINE  78% do Info search queries after seeing advertisement or brand elsewhere  76% Search about specific brands or products before purchasing OFF-LINE  78% Search to find BEST PRICES on product  74% Search to find WHERE they can purchase 
    29. 29. EIGHT ELEMENTS OF A SUCCESSFUL WEBSITE 1. 2. 3. 4. 5. 6. 7. 8. Planning – Who do you want your website to do? Content – What do you want it to say? Design – Surfers stay or bail within three seconds Involvement – Make your website interactive Production – Make it pleasing to the surfer Follow up – Send emails and surveys Promotion – Run special promotions Maintenance – Constantly improve your website.
    30. 30. BLOGGING  Companies that blog convert 40% more visitors to customers
    31. 31. USING EMAIL  Only Email Those Who Want to Hear From You  Personalize the Email  Use Email Signatures  Auto-Responders  Keep Emails Brief  Consider Customer Preferences
    32. 32. E-MAIL MARKETING
    33. 33. SOCIAL MEDIA Are you looking into social media as a marketing tool for your small business? You must have a plan.
    34. 34. ASU SBTDC FACEBOOK
    35. 35.  Offers exceptional, low cost marketing opportunities for small business  Over 1.2 BILLION users  Facebook offers a very powerful platform on which to build a presence  You should get started right away
    36. 36. You should secure your company‟s username  However, if you reserve your company name for your personal account, you won‟t be able to use it for your Business Fan Page.  Search for your competitors and evaluate their Facebook presence.  What types of Pages have they built?  How many fans or “friends” do they have?  Look at their posts, photos and/or videos 
    37. 37.  Has grown tremendously over the past year  For some small businesses, it offers an incredible marketing platform  You should sign up today and reserve an account in the name of your business  You don‟t want your competitors to register you business name
    38. 38.  A business-oriented social network for professionals  Nearly 50 million users from over 200 countries  You‟ll want to at least reserve you business name  . . . or your personal name  You might also look up you customers and connect with them
    39. 39. You should consider whether simple videos can help your marketing efforts  Does your company already have a promotional video that you could post on YouTube?  or example, if you‟re already posting videos on other SM, you can upload them to YouTube to reach a broader audience.  Lets look at a video or two . . . 
    40. 40. CROSS CHANNELS Social and Traditional are Combined for SYNERGY  Posting WHERE your potential Customers are  Understand „NEW RULES” for Social Media Marketing  SOCIAL MEDIA is NOT easy or FAST. 
    41. 41. BUSINESS CARD ADVERTISING Make SURE: 1.Website 2.Facebook 3.Twitter 4.Blog 5.E-mail 6.Other info
    42. 42. LOW COST MARKETING TECHNIQUES Non-Media  This is the best way to build relationships with your customers. This technique will help you to earn their trust and make them feel like you care.  Examples: Pricing, name, logo, marketing to ethnic groups, community involvement, word or mouth, and customer research.
    43. 43. ELEVATOR PITCH Should Tell a Story  Should Amaze Target Customer  No more than 30 seconds  Make it EXCITING but Natural   “I Am A Wizard….”
    44. 44. ESTABLISH YOURSELF AS AN EXPERT  Writing Articles  Speaking Engagements
    45. 45. NETWORKING SECRETS  Don‟t Just Join – Be Involved  Choose Membership Carefully  Develop an Elevator Pitch  Focus on Them Not You
    46. 46. CALL TO ACTION  What is a Call To Action  SUBSCRIBE  BUY NOW  GO TO OUR WEBSITE  DOWNLOAD THIS FILE  MAKE IT OBVIOUS
    47. 47. 18 CUTTING EDGE SECRETS 1. 2. 3. 4. 5. 6. 7. 8. 9. COMMITMENT INVESTMENT CONSISTENCY CONFIDENCE PATIENCE ASSORTMENT CONVENIENCE SUBSEQUENT AMAZEMENT 10. 11. 12. 13. 14. 15. 16. 17. 18. MEASUREMENT INVOLVEMENT DEPENDENT ARMAMENT CONSENT CONTENT AUGMENT IMPLEMENT CONGRUENT
    48. 48. HOW CUTTING EDGE MARKETERS WIN 1. 2. 3. 4. 5. 6. Research the Marketplace Write a Benefits List Select Proper Marketing Weapons Create Your Marketing Plan Create a Marketing Calendar Look into Fusion Marketing Partners
    49. 49. CUTTING EDGE MARKETING WEAPONS Telephone  Online Yellow pages or Get Listed Locally  Community Websites  Personalized E-Mail or CRM software  Your Website  Search Engine Rankings  Blogs 
    50. 50. MORE CUTTING EDGE MARKETING WEAPONS E-Bay and Auction Sites  Craigslist  Social Media  Becoming an EXPERT  CONVEY SENSE OF URGENCY/ LIMITED TIME  SPECIFIC CALLS TO ACTION  FOREVER GUARANTEE 
    51. 51. ACTION STEPS   Understand WHY Customers Should Do Business with You Develop Your Follow Up Process ◦    Build a Customer Database You Can Use Look for Ways to Create Added Value Evaluate Your Attention to Detail ◦ ◦    Start with Your Current Customers Identify Problems and Opportunities for Improvement Fix Them Use and Refine Your Elevator Pitch Build Consent from New Prospects Identify Ways to Make Technology Work for You
    52. 52. 7 SENTENCE MARKETING PLAN SPECIFIC PURPOSE of my Marketing is to:…..  COMPETITIVE Advantage to STRESS is:……….  TARGET AUDIENCE is: ……………………………….  Marketing Weapons to use include:……………  Our Niche in the market is:…………………………  Our IDENTITY 
    53. 53. CUTTING EDGE MARKETERS WIN BY:       Research the marketplace. Write a benefits list. Select the proper marketing weapons. Create your marketing plan. Create a guerilla marketing calendar. Make arrangements with fusion marketing partners.
    54. 54. POSITIONING What product or service will you offer?  List the features that are different or better than your competitor‟s.  What are the benefits of this product?  Your benefits should be better than your competition, if not, how will you compel consumers to switch?
    55. 55. CONTACT THE ASU SBTDC         E-Mail hlawrenc@astate.edu or asusbtdc@astate.edu Website: http://www.astate.edu/a/sbtdc/ ASU Small business Blog http://www.asbtdcasu.com Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter: http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc OR CALL ME: (870) 972-3517 or cell 897-5125

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