Incremental Marketing On A Micro Budget


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Slides from the Jacksonville AMA Marketing Conference on Incremental Marketing on a Micro Budget. These slides are an introduction to more information offered at

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Incremental Marketing On A Micro Budget

  1. 1. Incremental Marketing  on a Micro Budget Michelle Chance-Sangthong 9/16/2009
  2. 2. Michelle Chance-Sangthong <ul><li>&quot;Online&quot; since 1987 , Working on the web since 1996. </li></ul><ul><li>  </li></ul><ul><li>Served as Webmaster for $200 Million company for 9 years. </li></ul><ul><li>  </li></ul><ul><li>Last year as an employee, personally generated more than  </li></ul><ul><li>$2 Million in leads through the web. </li></ul><ul><li>  </li></ul><ul><li>Owns an online retail company driving nearly $4 Million in sales online. </li></ul><ul><li>  </li></ul><ul><li>Coerced by friends to start consulting, coaching and training business Red Hawk Strategies. </li></ul>
  3. 3. Thank You   <ul><li>It takes time out of your day to plan for and attend conferences. </li></ul><ul><li>Give yourself a pat on the back for making growing your business a priority. </li></ul><ul><li>Get ready to think outside the box. </li></ul><ul><li>Pack away your pre-conceived notions about your skills. </li></ul>
  4. 4. What is Marketing? <ul><li>&quot;The profitable identification, attraction, getting, and keeping of GOOD customers&quot; </li></ul><ul><li>&quot;Every job exists to directly or indirectly to get and keep GOOD customers, today and tomorrow . . . Jobs that don't get and keep customers are temporary, unnecessary or should be outsourced&quot; </li></ul><ul><li>Jeffrey Fox  </li></ul><ul><li>How To Become A  Marketing Superstar </li></ul>
  5. 5. The Marketing Challenge <ul><li>Entrepreneurs have skill to perform the services sold. </li></ul><ul><li>Managers understand the products that they sell. </li></ul><ul><li>Business owners often lack skills to get prospects in the top of the sales funnel. </li></ul><ul><li>Individuals believe they can't do marketing themselves. </li></ul><ul><li>  </li></ul><ul><li>Companies often have more time than money to spend on marketing. </li></ul><ul><li>  </li></ul>
  6. 6. Planning a Marketing Budget in Money <ul><li>Percentage of every sale committed to marketing. </li></ul><ul><li>Create an escrow or holding bank account specifically for your marketing budget.  </li></ul><ul><li>If you deposit $200 ... then escrow $20 if you are using a 10% commitment. </li></ul><ul><li>Keep your commitment. </li></ul>
  7. 7. Planning a Marketing Budget in Time <ul><li>Make a commitment of time - on a daily basis.  </li></ul><ul><li>10%, 5%, 20 minutes of your day, unbreakable commitment. </li></ul><ul><li>Put it on your calendar - weeks and months out. </li></ul><ul><li>  </li></ul><ul><li>Plan it for your highest productivity time of day.  </li></ul><ul><li>  </li></ul><ul><li>Don't make excuses. </li></ul><ul><li>Start your day 20 minutes earlier to make it happen. </li></ul>
  8. 8. Exercise <ul><li>How many minutes per business day, can you honestly and sincerely commit to marketing your business ?  </li></ul><ul><li>No matter what else happens today, what is the realistic number you know that you can commit to? </li></ul><ul><li>Considering your current and future schedule, what is the fixed time of day that you would block on your calendar during your normal business week. </li></ul>
  9. 9. Everyone's Job is Marketing <ul><li>Business Owners, Managers, and Production Teams </li></ul><ul><li>20 minutes x ___ people  =  ____ minutes per day </li></ul><ul><li>20 minutes x 3 people = 60 minutes per day (1 hour) </li></ul><ul><li>1 hour per day x 20 days = 20 hours per month </li></ul><ul><li>20 hours per month x 12 = 240 hours </li></ul><ul><li>240 / 8 = 30 business days per year on marketing </li></ul>
  10. 10. Marketing Planning <ul><li>Assess your skills and the skills of your staff. </li></ul><ul><li>Create a team marketing calendar. </li></ul><ul><li>  </li></ul><ul><li>Hold accountability meetings. </li></ul><ul><li>Skipping one day, does not mean doubling up another day. </li></ul><ul><li>Having an extra long session one day does not mean skipping the next. </li></ul><ul><li>If something throws you off today, just start again tomorrow. </li></ul>
  11. 11. Marketing Activities <ul><li>Understanding who your most profitable clients are.  </li></ul><ul><li>  </li></ul><ul><li>Marketing to new clients. </li></ul><ul><li>Retaining existing clients. </li></ul><ul><li>Getting Repeat Business from prior inactive clients. </li></ul><ul><li>  </li></ul>
  12. 12. Offline Tools - Low Cost / Free <ul><li>Networking meetings - take only 3 business cards and find out how you can &quot;help&quot; 3 people - don't ask for their business.  </li></ul><ul><li>Handwritten note cards - follow up, in writing, in 24 hours. </li></ul><ul><li>Offer to speak to groups where your prospects are. </li></ul><ul><li>  </li></ul><ul><li>Host an open house at your office or facility. </li></ul><ul><li>  </li></ul><ul><li>Volunteer. </li></ul>
  13. 13. Online Tools - Low Cost / Free <ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook Fan Page </li></ul><ul><li>Forums </li></ul><ul><li>  </li></ul><ul><li>Article Writing </li></ul><ul><li>Email </li></ul><ul><li>Reviews </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>  </li></ul><ul><li>Industry Sites </li></ul><ul><li>Meetup </li></ul><ul><li>YouTube </li></ul><ul><li>Podcasting </li></ul>
  14. 14. Inch by Inch - Marketing's a Cinch <ul><li>Start only one Marketing Project at a time. </li></ul><ul><li>Networking meetings can interrupt if needed. </li></ul><ul><li>  </li></ul><ul><li>Work project through to completion. </li></ul><ul><li>Establish system to measure results. </li></ul><ul><li>  </li></ul><ul><li>Celebrate marketing victories.  </li></ul><ul><li>Give your team feedback. </li></ul><ul><li>  </li></ul><ul><li>Correct and Continue </li></ul>
  15. 15. Questions ? Slides can be downloaded at:
  16. 16. Want to Learn More ?