This June 2010 presentation to entrepreneurs emphasized the importance of finding data that can assist in target audience definition and then moving to key tactics.

1. Brought to You By:
Dawn Marie Yankeelov, Aspectx
Date: June 2010
May 17

2. Is This Russian Roulette?
 Getting to the “Must Know”
 Understanding the “What Is”
 Learning from the “What Has Been”
 Reputation Management
 Form Strategy from Business Planning
 Move to Tactics and Look at Technologies
May 17

3. The Answer You’ve Been
Waiting For…
 Competitive Intelligence
n. Abbr. CI A systematic and ethical program for
gathering, analyzing, and managing external
information that can affect your company's plans,
decisions, and operations.
 CI is the process of enhancing marketplace
competitiveness through a greater, ethical
understanding of a firm's competitors and the
competitive environment.
May 17

4. Why CI?
 It’s important to know:
 Who are your clients and the conditions affecting;
 What is your specialty based on the environment;
 What the market is doing globally, locally, regionally,
nationally, and in international subsets;
 How other corporations with similar missions are
responding;
 Where industry trends may impact your decisions.
ASPectx can prepare you for proper business planning toward
improved productivity and enhanced profitability.
May 17

5. Sleuthing Steps
1. Evaluate the competition. There’s no time like the present to know
what the marketplace is doing in your field.
2. Determine if your company really has a unique selling
proposition. Your key benefits involving products or services should
be defined after you take a snapshot view of the competitive
landscape.
3. Identify key industry trade shows and related events. Make sure
your organization has representation within trade associations of
interest.
4. Launch new products based on known demographics or key
determining factors. Build a business case for change within your
annual corporate planning.
5. Offer a return on investment (ROI) model to clients after
evaluating the trends and their needs. Know what questions your
clients will ask and be prepared.
May 17

6. Competitor Response Model
 The Competitor Profile
 Product overview
 Financial situation
 Geographic focus
 Marketing angle
 Market focus
 Niche strategy
 Pricing
 Technology focus
May 17

7. B. Determining Targets
 Answer the 5 W’s – Keep It Simple
 Who are you selling to?
 What are you selling?
 Where will you sell?
 When will you begin to sell?
 Why should they buy?
May 17

8. Top Mistakes in Small Biz
 1. Lack of Innovation: avoid the belief that one
good idea is enough for a lifetime.
 2. No Marketing Plan: know that there is more to
life than cold calls.
 3. Not Knowing Your Customers: track changes in
customer preferences
 4. Not Knowing When to Invest in Marketing:
forecast cash needs and budget for marketing
regularly
May 17

9. Target Marketing: The Magic Key
 1. Know Your Customers
 2. Define Your Potential Customers
 3. Consider the following key questions:
 Do the number of identified targets match our goals?
 Can we quantify what “verticals” and/or horizontal plays
we have?
 What are the breakouts in terms of demographics?
 What types of communication work best for these
targets?
May 17

10. Plan for Marketing
Devise a Plan of Action,
then Review
 Three Months
 Six Months
 12 Months
May 17

11. Reputation Management
 Radian 6
 DNA 13
 Collective Intellect
May 17

12. Tracking Reputation in Social
Media
Understand your position vs. competitors
 Activity: where do people discuss? How much?
 Sentiment
 Share of voice
 Themes: What are people talking about?
 Key influencers: Don’t assume these are static
Be selective in your responses
 Whose opinion will travel far & wide?
 When do you leave well enough alone?
Proactive vs. reactive
 Proactive: influence the spread of ideas
 Reactive: correct inaccuracies before they explode
Be corrective & authentic
--From Collective Intellect
May 17

13. Getting the Word Out
 Four Basic Food Groups
 PR
 Marketing
 Advertising
 Sales
May 17
Social Media can be part of
all food groups including
blogs, podcasts, Fan pages,
Corporate Pages, Ads in
Networks

14. Public Relations
 Useful in a Call to Action
 Building a Brand
 Expert Status
 Launch of Product or Service
 Event Planning
 Trade Shows, Seminars, Special Event Tie-Ins
 Media Relations/Blogger Relations
 Social Media Fan Page
 Incentive Programs
•The art of
communicating with
specific groups to
inform and educate
effectively to create
a positive opinion.
. Direct: 502-292-2351 . Cell: 502-548-1304 .
May 17

15.  Aspectx handled all PR for Kentucky Tax Amnesty program—
Exceeded goals by 120%. Case Study at www.aspectx.com.
 Aspectx participated in first communications plan for a new
security technology for internal government promulgation and
external marketing
 Aspectx participated in focus groups, recommendations, and
discussions related to use of search and data mining for National
Academy of Sciences
Short Stories—Govt.

16. Marketing
 ASPectx believes that solid
marketing plans begin with
defining your target audiences
and reviewing sales objectives.
 Research.
 Strategic Planning.
 Tactics.
 Execution.
Defined activities
designed to support
specific strategy for
an organization or
corporation with
purposeful tactics to
produce tangible
results
. Direct: 502-292-2351 . Cell: 502-548-1304 .
May 17

17.  Genscape, a leader in wireless monitoring of the power grid,
began building brand equity with energy trade press and
strategic partnering and marketing planning through Aspectx.
 Result: Company cut was able to identify its first deals and
began its growth path. Genscape is now a leading global
provider of energy information for commodity and financial
markets. Case Study at www.aspectx.com.
Short Stories

18. Advertising
 Talk one-to-many and be persistent
in key media of interest to your
target
 Newspaper ads
 Billboards
 Radio and TV
 Online sponsorships, targeted email
 Search Engine Optimization (SEO)
 Google Ad Words
 Facebook Ads
 Linked In Ads
Advertising is the
nonpersonal, paid
communication of
information. It is
persuasive in nature,
referring to
products, services or
ideas by identified
sponsors
Direct: 502-292-2351 . Cell: 502-548-1304 . Jun-10
May 17

19. Jumping on the Bandwagon
 iPhone Applications
 News Alerts
 Two-Way Interaction
 Start a Group/Linked In
 Video Testimonials
 Job Twitters

20. Confidential
TextBlast Applications
Goal: Increase transparency in government,
keep citizens informed in real-time,
provide more awareness in the
community.
Create following categories on city website
for citizens to sign up and receive city-
related text messages including:
 Half-mast notifications
 Job openings
 Tourism – City events
 City Announcements
 Town Hall Meeting/City Commission
notifications
 City Parks
 Polling of Citizens
 State of Emergency Notifications
 Traffic alerts
 Crime Tips
 Amber Alerts
 Press Releases
This is an EMS
notification from
the City of
Evansville.
Tornado sighter:
Seek shelter in
basement non-
window area,

21. Mobile Phone Craze
 More people now have a
mobile phone than an
Internet-connected PC in the
United States and globally.
 There are more than 255
million mobile phone users
in the U.S., roughly 85% of
the U.S. population.
 83% of U.S adults own at least
one mobile phone5
..
Two-Way Chat Applications
 CRM
 Municipal
 Utilities
 Healthcare
 Marketing
 Polling
 Contests

22. Medication Compliance
Confirmation
Patient signs up for medication
confirmations.
This is your
friendly
reminder to
confirm your
medication.
Please Reply
Y or N
Receiving and tracking therapy adherence data via a
mobile session. It engages the patient and allows for
assessment through data tracking and reporting

23. Confidential
Consumer Text Messaging Stats
•More than three-quarters (77%) of wireless
subscriber lines in the U.S. subscribe to or
purchase text-message capability.
• 94% of all text messages are opened and
read.
•U.S. mobile subscribers send and received on
average 357 text messages per month vs. 79
texts sent/received just a year ago.
•The average number of texts sent/received is
1742 texts/month for ages 13-17.
•78% of adults under 30 respond to text
messages within minutes. This is twice the
number of people who claim to respond to
voicemail within minutes.

24. May 17

25. Sales
 Usually involving interpersonal
exchanges to convince or sway for a
final purchase
To Get to Closing: Personal
relationships (PR) and/or a combo
plate of PR, Marketing, and
Advertising activities
Activities
involved in selling
goods or services
. Direct: 502-292-2351 . Cell: 502-548-1304 .
May 17

26. Your Website and Its Promise
 Your face to the world
 Wash it every once in a while—evaluate
 Add speaking engagements and trade show
 Add Social Media “Share” Button on Hot Content
 Make sure data is current
May 17

27. Social Business Buzz
 30 Billion Videos Watched Online In April 2010
 comScore Video Metrix service
 Mobile Apps To Hit $32 Billion In Five Years, with
85% downloaded for free
 Juniper Research
 Internet advertising revenues in the U.S. hit $5.9
billion for Q1 2010, representing a 7.5% increase over
the same period in 2009
 Interactive Advertising Bureau
May 17

28. According to a study by Anderson Analytics that involved
5,000 U.S. social media users:
 61% of social media users are under age 35
 75% said Facebook was their most valuable network,
65% who cited MySpace
 30% said LinkedIn was their most valuable network
 12% said Twitter was most valuable
 32% of male respondents said using social media for
business/career
was a key benefit, 22% for females
-- July 2009
May 17

29. Facebook is Winning
 Almost half the nation’s internet users now take part
in online social networks, such as Facebook, MySpace,
Twitter, and Linked In, almost twice the rate of a year
ago
 --The Conference Board; June ‘09
 No. 1: Facebook, used by 78% of all participants in
social media
 New survey results also show that among adults 18 and
older, Facebook has taken over as the social network of
choice
 A quarter log in at work
May 17

30. Checkster career management
tools that include 360 degree
feedback, employee self
assessment and evaluation,
pre-hire.
Candidates invite you-
survey-then analytics
based on length of
relationship and other
factors—This doubles the
reference check.
May 17
Technology and HR

31. Forms and Databases…
May 17
 Spoke.com
 Wink.com

32. Strategy Then Tactics
First Research, Then Target
Know the Target Audiences and
Narrow Focus
Use a Marketing Mix
New Technologies Can Be Winners if
Properly Applied
Try On Social Media for Business Boost
May 17

33.  Turnkey approach to Branding, Public Relations,
Communications and Outreach
 Understanding of Messaging Required for New
Technologies
 Business Development and Strategic Planning Skills
for Core Targets
 Core Competency in Public Relations, Marketing and
Web Technologies, including Mobile Applications
 Facilitates Communications Amongst Parties
Why Aspectx?
May 17

34. Aspectx Contact Points
 Twitter: @dawnyaspectx
 Facebook
 Linked In
 dawny@aspectx.com
 www.aspectx.com
May 17