Improving YourCompetitive Strategy<br /> by Maggie Barr<br />Maggie Barr & Associates<br />www.targetedSMBmarketing.com<br />
Agenda<br />What’s different about a “competitive” strategy?<br />Why do I need to be competitive?<br />What’s the buying ...
What’s different about a competitive strategy?<br />
What’s different about a “competitive” marketing strategy?<br />  Define a Target audience<br /><ul><li>what group has com...
Why do I need to be competitive?<br />  You’re competing for fewer dollars<br /><ul><li>A recession reduces spending in mo...
Why do I need to be competitive? (cont.)<br />  Example:<br />Taqueria Los Amigos<br />Boulder Creek, CA<br />
Why do I need to be competitive? (cont.)<br />  Exactly how do you compare?<br />
Why do I need to be competitive? (cont.)<br />  Exactly how do you compare?<br />
Why do I need to be competitive? (cont.)<br />  Exactly how do you compare?<br />
Why do I need to be competitive? (cont.)<br />  Exactly how do you compare?<br />
What’s the buying process like for my customers?<br />
What’s the buying process like formy customers?<br /> There’re 6 steps in the “should I buy” decision process<br /> All bu...
New Customer Acquisition6 Phase Decision Process<br />Print ads, online ads, events, word-of-mouth<br />Asking peers, sear...
How can I make their buying process more compelling?<br />
How can I make their experience more compelling?<br />Awareness:  unique ways to advertise<br />Interest:  unique ways to ...
Three Exercises<br />
Three Exercises:<br />Taqueria Los Amigos‎<br />Boulder Creek<br />Moebest-Henderson Properties<br />Santa Cruz<br /> Your...
Taqueria Los Amigos<br />
Mobest-Henderson Properties<br />
Your Business, Your Offer<br />
Summary<br />
Summary<br />  Competitive strategies take into consideration how your customers –compare- you to others<br />  Your compe...
If you would like help building your marketing plan, or developing and imple-menting a marketing campaign, please contact ...
Improving Your Competitive Strategy for Small Businesses
Improving Your Competitive Strategy for Small Businesses
Improving Your Competitive Strategy for Small Businesses
Improving Your Competitive Strategy for Small Businesses
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Improving Your Competitive Strategy for Small Businesses

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How small businesses can research their competition and find ways to adjust their business model and sales cycle in ways that will better position in the marketplace. How to study what key differentiators customers are looking for when making a vendor choice for a restaurant, real-estate businesses, or any other type of small business.

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Improving Your Competitive Strategy for Small Businesses

  1. 1. Improving YourCompetitive Strategy<br /> by Maggie Barr<br />Maggie Barr & Associates<br />www.targetedSMBmarketing.com<br />
  2. 2. Agenda<br />What’s different about a “competitive” strategy?<br />Why do I need to be competitive?<br />What’s the buying process like for customers?<br />How can I make it more compelling?<br />THREE WORKSHEETS<br />– Example: Mexican restaurant <br /> - Example: real estate agent<br /> - Your business<br />
  3. 3. What’s different about a competitive strategy?<br />
  4. 4. What’s different about a “competitive” marketing strategy?<br /> Define a Target audience<br /><ul><li>what group has common needs?</li></ul> Target a specific need<br /><ul><li>what needs will you be fulfilling?</li></ul> Design a specific offer<br /><ul><li>what will you be fulfilling the need with?</li></li></ul><li>What’s different about a “competitive” strategy?<br /> Define a Target audience<br /><ul><li>what group has common needs?</li></ul> Target a specific need<br /><ul><li>what needs will you be fulfilling?</li></ul> Design a specific offer<br /><ul><li>what will you be fulfilling the need with?</li></li></ul><li>What’s different about a “competitive” strategy? (cont.)<br /> Design a specific offer<br /><ul><li>4 areas where you can be Better :</li></li></ul><li>Why do I need to be competitive?<br />
  5. 5. Why do I need to be competitive?<br /> You’re competing for fewer dollars<br /><ul><li>A recession reduces spending in most all categories</li></ul> Competitors are always adding new offers<br /><ul><li>Is your offer still competitive?</li></ul> They are observing what YOU are doing!<br /><ul><li> Do you want them one step ahead of you?</li></li></ul><li>Why do I need to be competitive? (cont.)<br /> Exactly how do you compare?<br />
  6. 6. Why do I need to be competitive? (cont.)<br /> Example:<br />Taqueria Los Amigos<br />Boulder Creek, CA<br />
  7. 7. Why do I need to be competitive? (cont.)<br /> Exactly how do you compare?<br />
  8. 8. Why do I need to be competitive? (cont.)<br /> Exactly how do you compare?<br />
  9. 9. Why do I need to be competitive? (cont.)<br /> Exactly how do you compare?<br />
  10. 10. Why do I need to be competitive? (cont.)<br /> Exactly how do you compare?<br />
  11. 11. What’s the buying process like for my customers?<br />
  12. 12. What’s the buying process like formy customers?<br /> There’re 6 steps in the “should I buy” decision process<br /> All buyers travel through all phases<br /> Depending on purchased item or service, time at each phase will vary<br /> Know how you communicate, and what you communicate, at each phase<br /> Know how you compare to your compet-itors at each phase<br />
  13. 13. New Customer Acquisition6 Phase Decision Process<br />Print ads, online ads, events, word-of-mouth<br />Asking peers, searching for website, driving by<br />Visiting website, visiting location<br />Browsing site or store<br />Who else has offer?<br />Who has<br />best offer?<br />
  14. 14. How can I make their buying process more compelling?<br />
  15. 15. How can I make their experience more compelling?<br />Awareness: unique ways to advertise<br />Interest: unique ways to get their attention<br />Acquaintance: unique ways to greet them<br />Consideration: unique ways to differentiate<br />Comparison: unique ways to advertise<br />Vendor Selection: unique ways to close <br /> the sale<br />
  16. 16. Three Exercises<br />
  17. 17. Three Exercises:<br />Taqueria Los Amigos‎<br />Boulder Creek<br />Moebest-Henderson Properties<br />Santa Cruz<br /> Your business, your offer!<br />
  18. 18. Taqueria Los Amigos<br />
  19. 19. Mobest-Henderson Properties<br />
  20. 20. Your Business, Your Offer<br />
  21. 21. Summary<br />
  22. 22. Summary<br /> Competitive strategies take into consideration how your customers –compare- you to others<br /> Your competitors are likely watching YOU … shouldn’t you be watching them?<br /> They buying process has 6 phases<br /> Find a way to stand out in all phases<br />
  23. 23. If you would like help building your marketing plan, or developing and imple-menting a marketing campaign, please contact us. We offer affordable rates and a fast turnaround.<br />MaggieBarr & Associates<br />www.targetedSMBmarketing.com<br />maggie.anne.barr@gmail.com<br />408-454-6488<br />

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