Marketing for Small Business - Packers Mentor-Protege Program Presentation

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A presentation on small business marketing delivered to the Packers Mentor-Protege group on November 16, 2011.

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Marketing for Small Business - Packers Mentor-Protege Program Presentation

  1. 1. Marketing for Small Business The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Green Bay Packers Mentor-Protégé Program November 16, 2011 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  2. 2. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/protege www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  3. 3. Definition of Marketing Know Like Trust Try Buy Repeat Refer Share www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  4. 4. Marketing is a System Your Marketing Map Ideal Customer Differentiation How We Buy Content That Educates Embrace Inbound Marketing Live by the Calendar www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  5. 5. Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix Crisis In Mass Marketing • 18%: Proportion of TV advertising campaigns generating positive ROI • 54 cents: Average return in sales for every $1 spent on advertising • 256%: The increase in TV advertising costs (CPM) in the past decade • 84%: Proportion of B2B marketing campaigns resulting in falling sales • 100%: The increase needed in advertising spend to add 1-2% in sales • 14%: Proportion of people who trust advertising information • 90%: Proportion of people who can skip TV ads who do skip TV ads • 80%: Market share of video recorders with ad skipping technology in 2008 • 95%: The failure rate for new product introductions • 117: The number of prime time TV spots needed to reach 80% of adult population – up from just 3 in 1965 • 3000: Number of advertising messages people are exposed to per day • 56%: Proportion of people who avoid buying products from companies who they think advertise too much • 65%: Proportion of people who believe that they are constantly bombarded with too much advertising5 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  6. 6. We’re All Marketers Now… “To truly engage customers for whom “push” advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company..” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  7. 7. • Marketing Strategy Map • Audience – Ideal Customer • Differentiate STRATEGY BEFORE TACTICS www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  8. 8. Take the Long View • Most businesses are quick to test tactics, but aren’t taking a larger strategic view • So…most are doomed to underperform www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  9. 9. Your Marketing Map www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  10. 10. Define the Ideal Customer • Objective: Define the behavioral characteristics of the target audience for your selected organization. • Objective: Do business with your ideal customers – Red Velvet Rope Policy • Activity: Review audience demographics. • Activity: Build reliable buyer personas • Outcome: Be clear about the makeup of the audience. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  11. 11. Buyer Personas Bring Focus www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  12. 12. What Does a Persona Look Like? Here’s a sample persona checklist. The precise details you’ll want to include depend on your organization’s marketing strategy. No matter your goals, here’s what you’ll want to include in your personas: • A one to two page narrative profile, for each persona. • A few fictional details about the persona’s life—an interest or a habit—that makes each person unique and memorable. When you start here, the hypothetical constructs spring to life. • Brief outline of a daily work day or day at home (depends on who you are trying to reach), including specific details, likes and dislikes. • Name, age, photo and personal information. • Work environments if you’re trying to reach professionals, rather than individuals, including length of time in the job, professional development habits, information- seeking habits and favorite resources, personal and professional goals, colleagues with whom the persona works most closely, etc. • Personal and professional goals. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  13. 13. Persona Document
  14. 14. Differentiate www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  15. 15. How Am I Different? • Interview 8-10 ideal customers • Why did you choose us? • What do we do that others don’t • Why do you refer us? • Have you asked your employees? • What themes emerge? www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  16. 16. What Do People Really Buy? • Your unique product • Your unique service • Your unique process • Your unique experience • Your unique people • Your unique guarantee • Your unique packaging • Your unique delivery www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  17. 17. How Do You Say What You Do? • What you do for a living “We help contractors get paid faster” • Complimentary statement “Zoning adjustment compliance system” • Positioning goal/statement #1 Design/Build Architect • Core marketing message “The Contractors Architect” www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  18. 18. • How People Buy • Embrace Inbound Marketing • Content That Educates • Live by the Calendar MARKETING IN THE ERA OF ENGAGEMENT www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  19. 19. How We Buy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  20. 20. Your SMOT is My ZMOT… • 79% of US consumers have used the internet to find a local business in the last 12 months • 71% of US consumers have consulted online customer reviews of local businesses • 55% of US consumers trust a local business more after reading positive online reviews • Younger consumers are more believing of online reviews than older consumers • 50% of US consumers are more likely to use a local business having read positive online reviews • 67% of US consumers trust online reviews as much as personal recommendations Source: BrightLocal.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  21. 21. Definition of Marketing Know Like Trust Try Buy Repeat Refer Share www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  22. 22. The Way It Was… www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  23. 23. The Way It Is Today www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  24. 24. Map the Path to Purchase But…what should we do next? Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  25. 25. Media Convergence “Current media mix models are falling down; they are based on older research models that assume media channels are by and large independent of one another. As media consumption changes among consumers, and marketers include more digital and disparate channels in the mix, it is more important than ever to develop new media mix models that recognize the intricacies of channel interaction. Since online media is often linked closely with other media (TV can drive search, search can drive magazine usage and so forth) we need to adopt new ways of measuring to account for the true complexity of media in the digital age.” Razorfish, Digital Outlook Report www.marketingsavant.com http://www.flickr.com/photos/madison_guy/2957546820/sizes/o/The MarketingSavant Group 888.989.7771
  26. 26. Embrace Inbound Marketing www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  27. 27. News/Media/PR SEO Email Blogs + Blogging Research/White Papers Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA “free” traffic sources) Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  28. 28. Marketers Need to Adapt www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  29. 29. Create Content That Educates www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  30. 30. The Content Formula Competence, purpose and Strategic use of TLM tools Thought leaders and core market and channels with media trusted advisors occupy understanding inform the collaboration garner your the greatest share of mind point of view & thought share voice in the industry among business buyers. leadership platform. and spark the industry Share of mind predicts Thought leaders outshine dialogue around your share of market. Thought their competitors who ideas. Leadership Marketing compete on price and As buyers seek out more steadily increases your advertising. real market dialogue, SOV SOM with buyers, is an increasingly important growing your share of factor contributing to market. marketplace success. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  31. 31. The Sphere of Interest 31 • Identify your target State & National audiences and subgroups Parks Health Enthusiast Family Travel Bike Bike Clubs Safety Bike • Think in terms of what Shop associated groups are Fitness & Bike important to your audience Training Racing that connect to (touch) your product or service Healthy Eating Organic Gardening www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  32. 32. Content Marketing Toolkit
  33. 33. Publish on Schedule – “1-7-30-4-2-1” • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771
  34. 34. Map Out the Publishing Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  35. 35. Map Content to Consumption Know Like Trust Try Buy Repeat Refer Articles Web site Marketing Webinar Service Post job Results Kit Team survey Reviews Ads Reception Evaluation New White Cross Partner Referrals Newsletter Nurturing Customer paper sell Intros Kit Sales Finance Quarterly Peer2Peer Presentation Delivery Events Events www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  36. 36. Are You Easy to Do Business With? • What is your free or trial offering? • What is your starter offering? • What is your “make it easy to switch” offering? • What is your core offering? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  37. 37. Live By The Calendar www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  38. 38. Live By The Calendar www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  39. 39. Connect to Your Marketing Map www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  40. 40. WRAP-UP & REVIEW www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  41. 41. Definition of Marketing Know Like Trust Try Buy Repeat Refer Share www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  42. 42. Marketing is a System Your Marketing Map Ideal Customer Differentiation How We Buy Content That Educates Embrace Inbound Marketing Live by the Calendar www.marketingsavant.comThe MarketingSavant Group Adapted from: Duct Tape Marketing 888.989.7771
  43. 43. Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Questions? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  44. 44. For help with your Marketing Strategy,download our free e-books!marketingsavant.com/protege www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  45. 45. Marketing for Small Business The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Green Bay Packers Mentor-Protégé Program November 16, 2011 www.marketingsavant.comThe MarketingSavant Group 888.989.7771

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