Using Social Media to Connect With Your Customers Online
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A Social Media Marketing Seminar for Door County, WI Business Owners.

A Social Media Marketing Seminar for Door County, WI Business Owners.

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  • 1. Using Social Media to Connect With Your Customers Online The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Marketing Seminars for Door County Business Owners www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 2. About Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Dana's blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business- to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 3. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dced www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 4. What Will We Talk About? • Fundamentals – Social Media: What Is It? – Social Media Strategies & Channels for Sales & Marketing – What To Do Next… – What’s Possible? (Discussion) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 5. What is Social Media? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 6. Social Media: Defined! SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,VIDEOS AND AUDIO. http://www.wikipedia.org www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 7. • WHAT IS SOCIAL MEDIA? • How people use decentralized, people- based networks to get the things they need from each other. • BOTTOM LINE: • Social media isn’t just a list of destinations. • It’s a new standard of expectations. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 8. Why Should You Care? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 9. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008 BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY. Forrester, The Growth Of Social Technology Adoption, 2008 BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. Nielsen, Global Faces & Networked Places, 2009 BECAUSE TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR ~10% OF ALL INTERNET TIME. Nielsen, Global Faces & Networked Places, 2009 BECAUSE YOU’RE HERE AND NOT SOMEWHERE ELSE. BECAUSE YOU HAVE GUT FEELING THAT TELLS YOU SOCIAL MEDIA IS THE PLACE YOU NEED TO BE TODAY. Door County Business Owners, February, 2010
  • 10. If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 11. Social Media is About ROI! • The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 12. But…It Can Be…“Complicated”
  • 13. It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 14. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 15. Social Media Is Just a Set of Tools…  Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  Local Search (…just to name a few) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 16. Evaluate the Social Tools www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 17. Your Website • Your “home base” • Sets the tone, authority and mission – needs to be “perfect” www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 18. Everything should have at least two homes (if not more) • The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 19. Get Blogging (Transparency) • You “almost need a blog” • Dynamic vs. static content • Audiences ‘connect’ with blogs • Metaphor for: – Transparent communication – Authenticity – Responsibility – Reputation • “Connectable platform” (Wordpress, Typepad) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 20. Why Blogs? • Those who use blogs and social networking sites as an outlet for civic engagement are far more active in traditional realms of political and nonpolitical participation than are other internet users. In addition, they are even more active than those who do not use the internet at all. (PEW Internet – 9/09) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 21. Even if you have great website, consider a blog site. Remember, content and conversation are paramount. The best organizations connect customers to their website, blog and to other relevant social media sites where your audience hangs out. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 22. Tap Into Your Community • Community members can be worth 30% more • Tap the power of your customer base • Increase long-term lifetime value • Involve them in something meaningful • Know what customers really want to buy www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 23. Facebook • Events • Fan Pages • Groups • Personal Pages of Fans • Paid Advertisements www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 24. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 25. Facebook Ads • Quick Targeting – Age – Education – Location – Gender… • Start/Pause/Stop • CPC Basis • Export Reports www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 26. Facebook Causes • Start a Cause • Raise $$ • Show Fundraising Momentum • In order to accept donations through Causes, a nonprofit must be a 501(c)3 that is also registered with GuideStar • Payments through Network for Good www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 27. Microblogging (Twitter) • Easy, free access to distribution of your marketing tools • Requires little “buy-in” from believers or potential believers • Another way for your tribe to share your message • Search allows you to connect with your tribe • Easy to cross-reference more “in-depth” tools • To try: Twitter, FriendFeed, Seesmic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 28. Microblogging Links: 26 Charities and Non-Profits on Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 29. Driving Conversations • American Cancer Society • “More Birthdays” www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 30. Social Media Listening • What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 31. Listen to the Conversation • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 32. Free Scratch the Surface www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 33. Comcast provides support via Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 34. Using Video Easy, free way for people to really “get involved” from afar. Services to try: vimeo, viddler, 12second.tv, ustream.com, and mogulus. Stream from your computer or invest in a small flip camera. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 35. Share Things Like Photos… …and Videos www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 36. Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 37. Where are all the pretty pictures? • Don’t forget to represent your events, your believers, your workers with pictures. • This is way more important than most people realize. • Stock is stupid. I want to see your FACE. • To Try: Flickr, Photobucket, Picasa, Facebook, Twitpic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 38. Social Media Overkill? www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 39. Feature: Friendfeed • Consolidate • Simplify • Track • Comment www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 40. Case Studies www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 41. Case Studies 2:10p www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 42. Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising American Marketing Association www.marketingsavant.com The MarketingSavant Group Social Media: Marketing and 888.989.7771
  • 43. Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos* Martell Home Builders uses social media to connect with home buyers www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 44. Martell Home Builders 3 Lessons: 1) Be Transparent 2) Holistic Strategy 3) Human Relationships www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 45. Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 46. Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 47. A Few Good Stats • Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275% www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 48. Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 49. Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey VOC community center Nicolet uses a blog and social media to educate and connect with their tribe www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 50. Social Media & Thought Leadership Marketing • Goal/Result: Become the premier business bank in NE WI • Thought leadership POV: Banks should be transparent & here to help businesses grow • Business Pulse universally regarded as the “business barometer” for the N.E.W economy • Measures media mentions, speaking opportunities, customer acquisition & retention, moving into “customer voice” & crowdsourcing space www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 51. Nicolet National Bank 4 Lessons: 1) Leverage Transparency & Thought Leadership 2) Unfiltered Conversation 3) Content Matters 4) Education = Trust www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 52. Comcast Cares…Because This Guy Didn’t… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 53. Toolkit Twitter Blogs Social Media Listening Customer Service YouTube Videos Comcast uses social media to take care of it’s most vocal customers www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 54. Comcast Cares 3 Lessons: 1) Listen Intently, React Immediately 2) Educate The Team (Internally) 3) Social Media Success + PR = Momentum www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 55. Toolkit Blogs (10 of them) Video RSS feeds LinkedIn Twitter Flickr Indium employs social media to generate leads for electronic assembly components www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 56. Social Media Marketer Indium Corporation • 25% reduction in marketing spend • Major account wins • Entire organization involved in the ‘community’ www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 57. Thought Leadership Marketer Indium Corporation “[Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter..” Rick Short, Indium www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 58. Indium 3 Lessons: 1) Focus on Specific Content 2) Start Small With Commitment 3) Create Dialog Where None Exists www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 59. Social Media Marketer: Adams Magnetic • Goal: Separate themselves as thought leaders in the industrial magnets market to drive new direct business • First to hold the “market conversation” • Building the community around industrial magnets through blogging, conference appearances and thought leadership articles • New leads attributed to TLM activities • Bested their competitors in growing website traffic www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 60. The Social Media Restaurant • Caminito Argentinean Steakhouse is a single- location restaurant in Northampton, Mass • Using a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 61. Caminito’s World… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 62. Preparing Your Social Media Plan 2:10p www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 63. Balance Risk & Reward www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 64. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 65. Claim Your Name! • Go to namechk.com • Type in your district “handle” or “shortname” • Reserve your name on important sites www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 66. Learn to Converse (Blog) • Foundation of content/consistency/ connection • Metaphor for Social Media & networking • Transferable skills to video & social nets… • Transferrable benefits to SEO, SEM & TLM www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 67. It’s Also About “Getting Found” • Blogs enhance search findability • Search provides a strong, highly measurable ROI for marketing dollars spent. • Search garners click-through rates that exceed all other forms of online advertising. • Search offers marketers the potential for immediate sales online, as well as for online and offline sales at a later time. • Search can even enhance brands. • Over 80% of consumers and businesspeople engage in on a regular basis www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 68. Share, Link and Guide • What will your audience find useful? • Share competitors info – it drives them nuts, and gets them to link to you! • Easy, time-conscious way to stay relevant without creating original content www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 69. Harness the Power of Social Networks • Connect with your supporters in their network. – Facebook, LinkedIn, MySpace, etc… • Build applications for them in their networks. • Assign someone in your company as the ‘community manager’. • If you build it, they won’t come – put together a sound seeding strategy www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 70. Local Coffee Shops Run on Facebook www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 71. Facebook Ads – Hyper-targeting “Local” Facebook Ads www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 72. LinkedIn • Create a group & discussion • Connect with professionals • Connect with customers • Ask questions • Approach prospects www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 73. Customer Community • Small business focused credit card company is changing the business financing discussion through ideas • Created ideablob.com to stir the conversation about what it stands for • Positioning itself as the most helpful credit card company to small business • Involved in other small business related causes to help developing countries • Online resources for small business owners just getting started www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 74. Tap Into Your Community • Community members can be worth 30% more • Tap the power of your support base • Increase long-term lifetime value of parents & community members • Involve them in something meaningful • Know what your supporters really want to talk about www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 75. Crowdsource Your Next Big Idea • Define an idea management process. • Design and develop the online community. • Promote the community with your customers. • Invite them to contribute. • Post questions to spur their thinking. • Use: LinkedIn, Facebook, Ning, Blogs, etc… www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 76. Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 77. Driving Sales With Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 78. Become HUGE With Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 79. Tech Support Via Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 80. Share Photos and Videos Online • Create a brand channel on YouTube. • Interviews, screencasts, customer videos, installation photos, etc… • Promote your company’s YouTube channel or specific videos on your Web site, emails, newsletters. • Engage your audience by encouraging them to add comments, rate videos, share video. • Update your content frequently to keep it fresh. This is critical to keep people coming back. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 81. Social Media Is Just a Set of Tools… • Blogs • Widgets • Micro Blogs • Online Chat • RSS • Social Networks • Social Bookmarks • Message Boards • Podcasts • Video Sharing Sites • Photo Sharing Sites • Virtual Worlds • Wikis • Local Search (…just to name a few) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 82. Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 83. Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 84. A Few Good Stats http://dcgoodwillfashions.blogspot.com/ • Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275% www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 85. Alzheimer Society/ Twitter • Feature: Use of Twitter for Awareness. A Million Tweets to Remember Campaign www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 86. Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 87. Define the Plan • Outline Organization Objectives • Define The Audience • Choose Social Channels • Integrate Into Current Program • Tie Into Metrics • Implement the Plan www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 88. Understand Your Organization Social Media is a NOT a universal answer! www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 89. Take Lessons from Leading Brands • Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity streams) www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 90. For Tomorrow • Draft your social media policy • Identify your internal constituents: – Identify one opportunity based on listening and address it. • Implement One Idea – Choose one social channel and implement one idea. Integrate it into your current communications program and measure it. www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 91. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dced www.marketingsavant.com The MarketingSavant Group 888.989.7771
  • 92. Using Social Media to Connect With Your Customers Online The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Marketing Seminars for Door County Business Owners www.marketingsavant.com The MarketingSavant Group 888.989.7771