Small Business Marketing 101


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The basics of how to properly build a successful marketing campaign for small business and how to calculate your Return on Investment.

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Small Business Marketing 101

  1. 1. Work Smarter – Not Harder! Marketing Dept. Tools, Tips and Strategies for developing a successful marketing campaign Presented by the Art of Design i.d. ©2009, Art of Design i.d.
  2. 2. Art of Design i.d. Inc. Debbie Tuzel, BS, MS (719) 272-6789, President & Creative Director Debbie founded the Art of Design i.d. years ago at the request of small business owners & independent professionals looking for a Marketing & Design agency that would focus on their needs and work within their budgets. Over the past 14 years she has worked with hundreds of local businesses and entrepreneurs. Marc Tuzel, BS (719) 339-2493, Vice President , Marketing Marc brings a wealth of knowledge, experience and expertise in the field of marketing. His degree from Johnson & Wales University in business management along with extensive marketing experience in a wide variety of industries gives him an intricate understanding of key factors in a target markets’ decision making process. ©2009, Art of Design i.d.
  3. 3. “Doing Business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.” ©2009, Art of Design i.d.
  4. 4. “If you are not constantly marketing your business, you won’t be able to sustain your business.” ©2009, Art of Design i.d.
  5. 5. The 2 3 4 Fatal Marketing Mistakes ©2009, Art of Design i.d.
  6. 6. Marketing Mistake #1 “Field of Dreams” Bad Idea – Build it and they will come… (and buy!) Right Idea – Drive prospects to your business ©2009, Art of Design i.d.
  7. 7. Marketing Mistake #2 “Spray & Pray” Bad Idea – “Shotgun” Approach Mass marketing to everyone out there Expensive Ineffective Right Idea – “Sniper” Approach – Targeted campaign “The right customer is out there. Is he getting your message?” ©2009, Art of Design i.d.
  8. 8. Marketing Mistake #3 “Self Defeating Prophecy ” Bad Idea: – “Been there, done that!” – “It doesn’t work. I tried it once and I didn’t see any results.” Right Idea: – “Try, Try, Try, Again” – Understand the Psychology – Know the value of Multiple Touches 4 – 6 Touches deliver higher conversion rates Customer has repeated opportunities to make contact Builds Brand Awareness ©2009, Art of Design i.d.
  9. 9. Marketing Mistake #4 “Blind Faith” Bad Idea: – “Business is OK so my marketing must be working.” – “I feel it in my gut…” Right Idea: – “However Beautiful the Strategy, you should occasionally look at the Results” –Winston Churchill – Metrics Matter! ©2009, Art of Design i.d.
  10. 10. The Right Approach to Marketing One step at a time! & Looking at your business from the eyes of your (best) customer ©2009, Art of Design i.d.
  11. 11. Plan for Success… TARGET MARKET 1 Ideal Customer Profile GOAL STRATEGIES ROI Marketing Goal vs Implementation Financial Goal ©2009, Art of Design i.d.
  12. 12. Focusing in on your Target Market… Who do I want to reach? What motivates them? Where do I find them? What do they look like?
  13. 13. Target Market: What do you know about your best customer? IDENTITY: • Business Name • Consumer Name • Contact Info • Contact info • SIC # • # Children • # Employees • Own or Rent Home DEMOGRAPHICS: ASSOCIATIVE DATA: • Age • Hobbies • Gender • Pets • Income • Credit Score • Geographics • Behavioral Indicators ©2009, Art of Design i.d.
  14. 14. Marketing Goals Branding – New business – Awareness Lead Generation – Drive people to your store or website Product or Service Announcements Public Relations – New hires – Community Service – Special Events ©2009, Art of Design i.d.
  15. 15. Strategies Message – What do you want to say? Delivery – How do your customers want to hear from you? – How often do you need to reach them? Tracking – How will you know it worked? ©2009, Art of Design i.d.
  16. 16. Developing a Focused Message Strengths – Tells you what to say Weaknesses – What to avoid saying Distinguishing Values – What separates you from the pack? – Examples: “going the extra mile”, trust, timeliness, efficiency, creativity, problem solving, etc. “We take care of your skin from basket to casket.” -Annie S., Arbonne
  17. 17. Determine Frequency & Length of Campaign Customers & Prospects need to hear your marketing messages MULTIPLE times to influence a buying decision. Every campaign has a specific time frame for measuring success – 6-month goal – 9-month goal – 12-month goal ©2009, Art of Design i.d.
  18. 18. Tracking Test, Measure & Evaluate – Start small & measure often Responders vs Non-Responders – Planning for the “What if’s…” Build on successful strategies Unsuccessful strategies – Change one thing at a time – Re-evaluate
  19. 19. Marketing Metrics: The Secret Ingredient Every marketing effort needs to have a measurable result – No campaign is a failure if you learn from it! Marketing evolves – What you learn today effects how you market tomorrow ©2009, Art of Design i.d.
  20. 20. Cost Effective Strategies Co-op Marketing Serial Networking Strategic Partnerships Seminars/Webinars Newsletters ©2009, Art of Design i.d.
  21. 21. Planning Your Campaign ©2009, Art of Design i.d.
  22. 22. Estimating ROI Goal in $$$$ Value of a new customer/client? # of new Sales Needed = Goal/Client Value Estimated Response Rates – 1%, 3%, 5%, 10% (anything above 10% is unrealistic) Closing Ratio (%) # of Prospects you need to reach = (# of New Sales/Closing Ratio)/Estimated Response Rates Expenses = ((# Prospects x Production per Unit) x Frequency)+ Set-Up Estimated ROI = Goal $ - Costs ©2009, Art of Design i.d.
  23. 23. Turning Ideas into Campaigns Consistency Headline – Compelling and Persuasive Call to Action Offer – Perceived Value Emotional Hook – Reason to Believe/Act Validation (Trust) – Guarantee – Testimonials – Brand Image ©2009, Art of Design i.d.
  24. 24. Emotional Hook Headline Call to Action ©2009, Art of Design i.d.
  25. 25. Emotional Hook Offer Call to Action Validation ©2009, Art of Design i.d.
  26. 26. Putting A Framework around your Strategy Direct Mail Campaign: 6 mailings / 1 per month Mail Postcard Non –Responders get next mailing Prospect calls for a quote (remove from mailings) Salesman meets 1 on 1 No Sale Add to Referral Campaign Sale to New Customer
  27. 27. Value of Creativity “If it doesn’t sell, it isn’t creative.” 3,000 attempts daily to snag our attention. that figure is doubling every five years. Is your message buried or does it stand out? Is the Creative “Marketing Savvy”? ©2009, Art of Design i.d.
  28. 28. ©2009, Art of Design i.d.
  29. 29. Practice Makes Perfect! Successful marketing is like learning to play an instrument It’s not a one time event – It’s a continuously evolving process that takes knowledge and planning ©2009, Art of Design i.d.
  30. 30. Road Map to Successful Marketing Goal Know your Market & your Customers Clear & Consistent Message Select Media Mix Be Consistent Frequency is Key Track Results ©2009, Art of Design i.d.
  31. 31. “ If a marketing campaign is built around a weak idea - or as so often is the case, no idea at all- I don’t give a damn how good the execution is, it’s going to fail.” - Morris Hite ©2009, Art of Design i.d.
  32. 32. It’s not the size of the budget you have to spend, but rather how creatively and effectively you use those dollars in a well thought out and consistent marketing campaign. ©2009, Art of Design i.d.