1. www.SeikoMarketing.com
April 13th, 2011
11:30am - 1:00pm
C.B. & Potts
1257 W. 120th Ave
Westminster, CO 80234

2. PURPOSE
 Define MARKETING
 How to effectively MARKET your business
 How to BRAND your business
 How to find VALUE in advertising
 The NEXT STEP

3. WHAT IS MARKETING
DEFINITIONS:
 The process of organizing and directing all the
company activities which relate to determining
the market demand and converting the
customers buying power into an effective
demand for a service and bringing that service
to the customer.
 The practice of encouraging consumers to buy
products.

4. WHAT IS MARKETING?
THEN

5. WHAT IS MARKETING?
NOW

6. WHAT IS MARKETING?
NOW

7. WHAT IS MARKETING?

8. WHAT IS MARKETING?

9. WHAT IS MARKETING?

10. WHAT IS MARKETING?

11. WHAT IS MARKETING?

12. WHAT IS MARKETING?
 RADIO

13. WHAT IS MARKETING?
 TV & CABLE

14. MARKETING TIP #1
There are 9 tips to effectively market your business
 Look for some low-cost ways you can enhance
the perceived value of your product or service.
Then test raising your price.
 Don't be surprised if both your sales and your
profit margin go up.

15. MARKETING TIP #2
 Try to limit your customer's decision making to
either "Yes. I'll buy." or "No. I won't buy".
 Don't risk losing them by including "which one"
decisions.
 The more options you offer, the more likely
some customers will procrastinate and never
make the decision ...causing you to lose a sale
needlessly.

16. MARKETING TIP #3
 You can demonstrate a low cost for your
product or service by breaking down the price
to its lowest time increment.
 For example, "Enjoy all of this for less than ¢.90
a day" (for something priced at $325 a year).
 Who would benefit from this? 24 Hour Fitness

17. MARKETING TIP #4
 Add an unexpected BONUS to every sales
transaction just before completing the sale.
 It prevents customers from developing any last
minute hesitation ...and changing their minds
about buying.

18. MARKETING TIP #5
 Print your best small ad on a postcard and mail
it to prospects in your targeted market.
 Postcards are inexpensive and easy to use.
 Most recipients who ignore other types of
advertising will read a brief ad when it's
delivered to them on a postcard.
 It makes the consumer touch your ad directly
out of the mailbox (no choice).

19. MARKETING TIP #6
 Prospects who ask questions are usually close
to buying. Take advantage of this.
 Don't just answer their question.
 Include a reason for them to buy as part of your
answer.
 Then ask for the sale ...or tell them exactly what
to do to place their order.

20. MARKETING TIP #7
 Collect testimonials from your customers and
use them in all your advertising.
 Testimonials provide evidence that your product
or service delivers the results you promise.
 For maximum impact, use only testimonials
that describe specific results the customer
enjoyed.

21. MARKETING TIP #8
 Include "benefit rich" headlines on all your web
pages.
 Many visitors arrive at a web page then
immediately click away ...unless something
instantly catches their attention.

22. MARKETING TIP #9
 Continually test and evaluate everything you
use or do to promote your business.
 Allocate 80 % of your advertising budget to
proven promotions.
 Use the other 20 % for testing new variations.
 Most businesses using this system continue
growing - even in highly competitive markets.

23. THE 80-20 MARKETING RULE
Testing New
Promotions
20% Marketing Budget
Proven
Promotions
80%

24. BONUS TIP
 Handle customer complaints quickly and with a
positive attitude.
 Strive to preserve your relationship with them
instead of your immediate profit from the
transaction.
 They will reward you with repeat sales and
referrals ..instead of punishing you by telling
everybody they know about their unhappy
experience and causing you to lose future
customers.

25. HOW TO BRAND YOUR BUSINESS
 Your business has an image.
 It doesn’t matter if you spent thousands of
dollars on a logo and marketing materials or
took ten minutes to slap a piece of clipart on a
business card, your business still has an image.

26. HOW TO BRAND YOUR BUSINESS
 A business’ image consists of logo, slogan (tag
line), color, fonts, etc.
 It’s also part of how you brand your business.
 Image and brand building is important so that
people think about your business when they
need your products or services.

27. HOW TO BRAND YOUR BUSINESS
 Probably the most memorable part of your
image is your LOGO.
 Your logo represents your business and it helps
sell your business.
 It turns the name of your company into a visual,
tells what you sell, and reinforces your company
name and product.
 Put your logo to work.

28. HOW TO BRAND YOUR BUSINESS

29. HOW TO BRAND YOUR BUSINESS
 Why should you care about building your
brand?
 What is a brand anyway?
 Why can Starbucks get more money for a cup
of coffee rather than the local mini-mart?

30. HOW TO BRAND YOUR BUSINESS
 There is inherent value in “brand equity.”
 Simply put, brand equity is the set of assets
(or liabilities) associated with brands that
contribute to the value consumers place on
the brand experience.
 In other words, a well-established brand
makes your product or service worth more.
It’s that simple!

31. HOW TO BRAND YOUR BUSINESS
 A brand is an image that exists in consumers’ minds.
 Consumers come to believe in a product’s
quality, reliability, results and status because
they see repeated assurances that the
product delivers those attributes.
 When consumers are motivated by a
product’s brand attributes, they choose that
product over similar ones in the marketplace.
 Why buy NIKE as opposed to just sneakers?
A BMW rather than a SUZUKI?

32. HOW TO BRAND YOUR BUSINESS
 Branding is not something that happens
overnight.
 Brands are created over time.
 When Betsy Ross brought Ben Franklin her
first flag design, Ben remarked, “I don’t
know, Betsy, all those stars and all those
stripes just don’t say America to me.”
 Branding takes time.

33. HOW TO BRAND YOUR BUSINESS
 Everything you do contributes to your brand.
 Before you can build your brand, you need to
understand what your brand’s attributes are
and what your brand’s positioning should be.
 Howdoes your brand stack up against the
competition?
 Whatare your brand’s strengths and
weaknesses?

34. HOW TO BRAND YOUR BUSINESS
 Know your competition.
 You will never know whether your marketing
initiatives are successfully building your brand
unless you have measured your competitive
position.
 How does your target market feel about your
brand?
 Howdoes your brand, without advertising,
measure up against your competition?

35. BRANDING WORKSHEET

36. DEALING WITH REJECTION (PT. 1)
 “I tried advertising and it didn’t work.”
 “Yeah, I know,” whispered the little voice inside me, “I
see it not work every day.”
 But if that advertiser’s message is weak, you’ll soon
be hearing, “I bought what you said and it didn’t
work.” I had been groping blindly in a pitch-dark room
when I flicked the light switch on the wall.
 Suddenly everything was clear: MESSAGE and COPY
are two different things.

37. DEALING WITH REJECTION (PT. 2)
 "The fish trap exists because of the fish. Once
you've gotten the fish you can forget the trap. The
rabbit snare exists because of the rabbit. Once
you've gotten the rabbit, you can forget the snare.
Words exist because of meaning. Once you've
gotten the meaning, you can forget the words." –
Chuang-tzu, 350 BC
If Chuang-tzu had been in advertising, he would
have said, “Copy exists because of message. Once
you’ve gotten the message, you can forget the
copy.”

38. DEALING WITH REJECTION (PT. 3)
 1. No one ever plans to have a traffic accident.
2. You don’t really have to get 3 estimates from 3 different body shops.
3. You don’t even have to pay your $250 or $500 deductible.
4. Your insurance company will happily pay whatever their adjustor says is
the right amount.
5. When you’ve been involved in a traffic accident, call me.
6. I’ll send out a wrecker to pick up you and your car.
7. I’ll give you a free loaner car to drive while I’m repairing your car.
8. I’ll notify your insurance company and meet with the adjustor.
9. I’ll fix your car for whatever amount the insurance adjustor agrees to
pay.
10. You don’t even have to pay your deductible.
11. And since we’ve already got the paint in the gun, we’ll fix those little
door dings and scratches on the other side of the car that were there
before the accident. No extra charge.
12. You’ll get back a car that’s better than it was before the accident.

39. DEALING WITH REJECTION (PT. 4)
 1. They need to stay on the air long enough for
people to hear them and remember their
message. That’s when they’ll begin to see results.
 2. Then they have to wait for the listener to need
them.
 3. The longer they stay on the air, the deeper the
message goes into memory and the better it
works.

40. DEALING WITH REJECTION (PT. 5)
 1. The advertiser with a weak message, often repeated,
will prevail over a competitor with an equally weak message
less often heard. When weak vs. weak, frequency is a
tiebreaker.
 2. The advertiser with a weak message wrapped in
cleverness and humor will prevail over a competitor with an
equally weak message wrapped in a brown paper bag.
 3. The advertiser with a weak message and a big ad
budget will prevail over a competitor with a strong message
that never gets heard.

41. 3 KEYS TO A SUCCESSFUL PRINT AD
PRINT ADS
 Write for the EYE, focus on VISUAL
 Write for the BUSY EYE
 Keep your TARGET MARKET in mind

42. KEY #1 TO A SUCCESSFUL PRINT AD
Print ads are VISUAL
 A catchy headline
 Art, Photos, Illustrations, Clip Art, Shapes, etc.
 Design in an interesting, intriguing, attention getting
manner
 Use WHITE SPACE effectively
 Use no more than THREE TYPEFACES (Fonts)
 Draws the reader’s eye to your LOGO
 Use COLOR to grab the reader’s attention

43. KEY #2 TO A SUCCESSFUL PRINT AD
 Write for the BUSY EYE
 Capture the attention of potential customers
 Encourage them to remember what you want
them to do
 Persuade them to actually do it
 Print ads should have ONE message and ONE
message only
 CALL OF ACTION, CALL OF ACTION, CALL OF
ACTION

44. KEY #3 TO A SUCCESSFUL PRINT AD
 Keep your TARGET MARKET in mind
 Ad message should focus on your CUSTOMERS’
NEEDS not YOUR OWN
 Sales are effective because it is saving
customer’s money
 Contests, free gifts, free food – think OUTSIDE
THE BOX
 Study other people’s ads

45. EFFECTIVE ADS
 A.I.D.A: The Classic Formula for Effective Ads
 ATTENTION: Grabs readers’ attention with headlines,
type, white space and visuals.
 INTEREST: Make the copy interesting and benefit-
oriented.
 DESIRE: Make sure the copy answers readers’ most
basic question: “What’s in it for me?” People read ad
copy to find out how your product or service benefits
them.
 ACTION: Urge your readers to act now – and make them
do so.

46. EXAMPLE OF EFFECTIVE PRINT AD

47. EXAMPLE OF INEFFECTIVE PRINT AD

48. HOW TO FIND VALUE IN ADVERTISING
 Return On Investment (ROI)
 ROI=
(Gain from Investment – Cost of Investment)
Cost of Investment
 Example:
($20,000 profit - $2,000 advertising/year)
$2,000 advertising
ROI = 9 times

49. VALUE THROUGH BRANDING
 Value and Branding through collaborative
efforts rather than advertising on your own.
 Save money
 Save time
 Gain market share in this economy
 Must work together as a unit rather than one
 CROSS MARKETING!!!

50. EXAMPLE OF GROUPING PAGE

51. THE NEXT STEP
 What has worked for you?
 Why did it work?
 What is your demographic?
 What is your advertising/marketing budget for
2011-12? How do you figure out a budget for
marketing/advertising?
 Advertising-to-Sales Ratios

52. THE NEXT STEP
 Budgeting Your Advertising
 Common Mistakes:
 1. Habit – What you have always done in the
past
 2.Lookingin the cash register to see how
much you can afford today

53. THE NEXT STEP
 Why a Formal Budget?
 Firm control of your advertising investment
 In-store selling tie-ins to build extra sales
 Elimination of poorly times promotions
 Better response rates on individual ads
 Full use of cooperative ad allowances
 Time saved in ad handling

54. THE NEXT STEP
 How Much to Spend on Advertising and
Promotion.
 Know and understand your competition.
 Analyze your performance.
 Note the number of selling days (last year to this year).
 Watch out for hot-selling items.
 Seek out all vendor co-op opportunities.
 Establish a clear traffic pattern that leads shoppers
past a variety of merchandise and makes it easy for
them to move through the store.

55. THE NEXT STEP
 Rule of Thumb
 If 10 % of your sales are made in a given month, you should
budget 10 percent of your advertising in that month.
 In the example below, a typical jewelry store does 23.8 % of its
sales in December. Therefore, it should allow $3,265 for
December advertising.
 Example
--------------------------------------------------------------------------------
$13,720 Annual advertising budget
X 0.238 10% of December sales
_______
$3,265 For December advertising budget

56. THE NEXT STEP

57. THE END…A NEW BEGINNING
 Thank you for participating in the
Marketing 101 Workshop.
 Now go out there and market your business
with new enthusiasm.

58. MARKETING IS AS EASY AS FISHING…
KNOW WHERE THE FISH ARE BITING AND WHEN
THE FISH ARE BITING.