This document contains tips and questions for local marketing in Omaha, Nebraska. It discusses choosing a trustworthy local weather station during emergencies, auditioning for movie roles, casting other participants in roles, thinking creatively, treating customers with integrity, becoming an expert in one's field through public relations and organizations, focusing on customer outcomes over features/benefits, setting trends rather than following them, and earning customer brand loyalty through referrals. The document provides prompts to help marketers in Omaha think about their local marketing strategies.

1. On Your Marketing
Get Set
GO!
Buy It Local Omaha
by
Speaking of
ANDY GREENBERG
Sept 20, 2010
speakingofandygreenberg@cox.net
Andygreenberg.wordpress.com
402-250-3895

2. There is a BIG storm coming
 Name the weather person you would turn
to in emergency
 List the reason why

3. Why Did You Pick that Station?
 Professional
 Trustworthy
 Reliable
 Reputation
 Met your needs better than anyone
 Heard them before
 Personal Attachment-Relationship

4. The Casting Call
 What Movie Roll would you audition for
 Dramatic
 Romance
 Comedy
 Biography
 Hero
 Would your roll be Lead or Supporting

5. The Director‟s Call
 In pairs of 2, take a look at your partner-
have a one minute conversation- DO NOT
TELL THEM WHAT YOU AUDITIONED FOR
 Now tell your partner what roll you will
cast them for
 Is there a match?

6. Never Think Out of the Box!
 Draw a box
 Add a design that looks like „thinking out
of the box
 Is your box open or closed?
 How can you think out of the box if the
box is closed?
 “ Putting New and Creative Ideas Into the
Box- thus Covering Up the Status Quo!”

7. Who do you think you are
 In the first minute- just like we did people form
an opinion of what we are marketing that is
many times different from who we think we are!
 Marketing is creating demand for your
companies products or services by positioning
your brand above anyone else‟s by being unique
in the mind of the decision makers.
 Do they perceive you as you want them to?

8. Who Do you Think You are
 List the top ten professional personality
traits that you think you possess- in order!
 How important are these in insuring that
you are the most talked about business in
your market

9. Which of these did you list
 Professional
 Trustworthy
 Reliable
 Reputation
 Met your needs better than anyone else
 Experienced
 Personal Attachment-Relationship
 An expert trained in all aspects of your business

10. What are ethics?
 Treating your clients and customers fairly
with full integrity

11. What is Professionalism
 A combination of Ethics, reputation, trust.
 You are known as the expert or authority

12. How to Become an Expert and
Authority
 Public relations (articles written by and
about you!)
 Organizations you belong to
 A special invention
 Awards
 Speaker
 Radio and TV guest appearances

13. Just who do you think you are?
 List your occupation and what you do for
a living
 List why people should use your products
or services
 List the advantages of doing business with
you over any of the other professionals in
your field

14. AIDA
 Attention
 Interest
 Desire
 Action
 ATTRACT ATTENTION
 AROUSE INTEREST
 CREATE DESIRE
 GET ACTION!

15. DO NOT MARKET OR
FEATURE/BENEFITS
 Prospects and current customers care more
about their personal and professional
OUTCOMES of doing business you than feature
benefits.
 List 3 outcomes of doing business with you!
 Do they match what your market is looking for?
 Do NOT list Price-Service-Quality-Guarantee!

16. How much experience do you
have?
 How many successful transactions have
you completed-(houses painted, number
of customers,
 Where do you stand in the rankings of
your competitors
 What is the most important outcome of
doing business with you

17. Who Do You Compete With?
 List 5 things that you make you better
than two of your closest competitors
 Make sure these are more important to
you market than they are to your ego!

18. Do Times Change or Do People
Change?
 Times don‟t change-people do
 Is your product and marketing plan
keeping up with the times?
 Is your product and marketing plan
keeping up with people?
 Is your product and marketing plan
changing peoples habits, tastes and
desires?

19. The Fashion, Auto, Television
Industry-What do they have in
Common?
 They create trends for consumers-they
lead change
 Consumers expect, anticipate and
embrace change
New spring summer winter fashions
Van‟s SUV‟s Cross-over's, etc
Reality Shows, Talent Contests

20. Developing and Marketing Your
New Product
 Don‟t Duplicate what is already out there
 Your product should create a trend
 Your Product should create a new
category
 Your Product should create an outcome
that the consumer currently does not have
or does realize they could have. What is
the outcome?

21. Trend Setting
 We have 3 Choices
1. Do we come in after the trend is over
2. Do we follow the trend after someone
else has started it
3. Do we set the trend (and make it hard
for others to follow

22. Examples of other industries use of
this model
 Digital, LCD, Plasma TV‟s
 Digital Camera‟s
 Google
 Lineless Bifocals
 E-Harmony
 Video Phones

23. Branding
 “Trends Change-business models-change-
people change-
BRAND LOYALTY ALWAYS REMAINS-
IF YOU EARN IT!

24. Your Branded!
 What is your professional personality
 What is your business personality
 What do others think your professional
personality is
 What do others think your business personality
is
 IS THERE A MATCH? WHY?
 That‟s your BRAND!

25. Ways to Market Yourself
 Research the behavior patterns of your market- BE
THERE WHERE THEY CAN SEE YOUR MESSAGE?
(TV, Radio, Newspaper, Internet, Website-Social Media)
 Public Relations
 Golf Course, social and business gatherings, networking
 Brand Logo
 Tag Line
 Signage
 Business Cards
 Business Stationary

26. Referrals
 If you are a professional your phone should be
ringing!
 Ask client to review your performance
 Thank them for their compliments and let them
know “that means a lot to me coming from
you!”
 I love what I do and I love being appreciated-
who else do you know that I can contact and
offer my services?
 Can I use your name as part of the introduction?

27. On Your Marketing
Get Set
GO!
Buy It Local Omaha
by
Speaking of
ANDY GREENBERG
Sept 20, 2010
speakingofandygreenberg@cox.net
Andygreenberg.wordpress.com
402-250-3895