Integrated Marketing - Small Business @ Riverside Chamber

INTEGRATED MARKETING August 24th – Shoestring Marketing, Riverside Chamber @jonburgess

INTEGRATED MARKETING Jon Burgess @jonburgess

INTEGRATED MARKETING MarketingDEFINITION OF BUSINESS The purpose of business is to make a customer. Peter DrukerDEFINITION OF MARKETING We believe: marketing is the “process” of matching company core competencies to customer wants and needs. Ronald Burgess @jonburgess

INTEGRATED MARKETING Niche Executing your branding, communications & resources to your organizations marketing advantage, within a defined market segment. 1. Know your Crack NICHE = CRACK 2. Find a Crack 3. Create a Crack The word "niche" is derived from the Middle French word nicher, meaning to nest. @jonburgess

INTEGRATED MARKETING What is Brand? A brand is a "Name, t erm, design, symbol, or any ot her f eat ure t hat ident if ies one sellers good or service as dist inct f rom t hose of ot her sellers.“ - Wikipedia @jonburgess

INTEGRATED MARKETING 1. Positioning “Positioning focuses on the perceptions of the prospect not on the reality of the brand.” - Al Reis We believe, “small companies can much more materially position themselves: in a physical way, innovative way and more strategic way.” – Ron Burgess Al Ries – www.ries.com

INTEGRATED MARKETING 2. Marketing/Brand Emplacement We define emplacement as the “process of placing your company between your customers and your competition.” This is in a more physical and less mental sense. The smaller your niche, the fewer competitors you will likely have.

INTEGRATED MARKETING Emplacement

INTEGRATED MARKETING Emplacing in your Niche? @jonburgess

INTEGRATED MARKETING3.MarketingProcess @jonburgess

INTEGRATED MARKETING Marketing Process Excel – QuickBooks – CRMs – Sales Force – ZoHo – Work Etc. – Infusion Soft – Hub Spot – Constant Contact – Google Analytics – Chart Beat – Brandify - & more… @jonburgess

INTEGRATED MARKETING @jonburgess

INTEGRATED MARKETING 4. Content & Context Content Is King "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. - Bill Gates 1/3/1996 Context is Queen Where is your content? How is it being used within the media? What is your goal? Are you leveraging it? @jonburgess

INTEGRATED MARKETING 5. Reputation Honest – Authentic - TransparentActions & Value Perception Brand @jonburgess

INTEGRATED MARKETING People FACT: No one person can execute all of the marketing tasks. • Designers are not Writers. • Webmasters are not I.T. • Editors are not Media Buyers •Social Media is not Print Layout. Don’t be afraid to outsource your tasks to agencies, webmasters, copyrighters, designers. @jonburgess

INTEGRATED MARKETING THANK YOU Jon Burgess M.B.A. Senior Consultant RedFusion Media, Inc. 909-798-7092 Twitter: @jonburgess Linked In: LinkedIn.com/in/jonburgess @jonburgess

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Integrated Marketing - Small Business @ Riverside Chamber

by Jon Burgess - RedFusion Media on Aug 24, 2012

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Integrated Marketing - Small Business @ Riverside Chamber Presentation Transcript