Target Marketing to Small Businesses


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Covers various aspects of marketing such as the four P's of marketing, marketing segmentation, and marketing strategy.

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Target Marketing to Small Businesses

  1. 1. Target Marketing to Small Businesses
  2. 2. Author/Lecturer <ul><li>DAVID L. OSBURN </li></ul><ul><li>David is the founder and managing member of David L. Osburn & Associates LLC, a Las Vegas-based business training and contract CFO firm that provides seminar/keynote speeches for various groups including CPAs, bankers, attorneys, credit union employees, credit managers, trade groups, and businessowners. He also serves as a contract CFO for a large multi-state construction company, co-manages a bank educational program with the University of Nevada Las Vegas, and is a board member of North Star Business Services, a commercial lending company (commercial real estate and equipment financing). </li></ul><ul><li>His extensive professional background encompasses over 25 years in banking, finance, and marketing. His bank commercial lending credentials include comprehensive loan underwriting, management, customer development, and loan workout experience. </li></ul><ul><li>In addition, David is an Adjunct Professor for Regis University, an accredited MBA program and the College of Southern Nevada, a community college. He has taught college courses for over 24 years, covering Finance, Accounting, Economics, Marketing, Banking, Business Law, and Management. </li></ul><ul><li>He earned an MBA in Finance/Marketing from Utah State University and a BS in Finance from Brigham Young University. He is also a graduate of the University of Oklahoma National Commercial Lending School. </li></ul><ul><li>David L. Osburn & Associates, LLC </li></ul><ul><li>A Business Training & Contract CFO Firm </li></ul><ul><li>David L. Osburn, MBA </li></ul><ul><li>Managing Member </li></ul><ul><li>7521 Enchanted Hills Ct. </li></ul><ul><li>Las Vegas, Nevada 89129 </li></ul><ul><li>Direct: (702) 655-1187 </li></ul><ul><li>Fax: (702) 382-2298 </li></ul><ul><li>E-Mail: [email_address] </li></ul><ul><li>Web: </li></ul>
  3. 3. <ul><li>CREDIT ISSUES IN SMALL BUSINESS (webinar series) </li></ul><ul><li>1) Introduction to Dealing with Small Businesses </li></ul><ul><li>2) Small Business Legal Issues </li></ul><ul><li>3) Providing Credit to Small Businesses in Today’s Economy </li></ul><ul><li>4) Dealing with the Small Business Owner/Guarantor in Today’s </li></ul><ul><li> Economy </li></ul><ul><li>5) Small Business Risk Factors in Today’s Market </li></ul><ul><li>6) Target Marketing to Small Businesses </li></ul>
  4. 4. <ul><li>Target Marketing to Small Businesses </li></ul><ul><li>I. What is a Small Business? </li></ul><ul><li> Annual revenue: Less than $5MM; less than $50MM </li></ul><ul><li> Employee: Less than 10 FTE; less than 100 FTE </li></ul><ul><li> II. Introduction to Target Marketing to Small Businesses </li></ul><ul><li> Past Marketing? Current Level of Marketing? Future Level of </li></ul><ul><li>Marketing? </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  5. 5. <ul><ul><ul><li>III. The Target Marketing of Credit Products to </li></ul></ul></ul><ul><ul><ul><li>Small Businesses: </li></ul></ul></ul><ul><ul><ul><li>a) Target Market: Rifle vs. Shotgun Approach </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>b) Credit Products Provided Small Businesses </li></ul></ul></ul><ul><ul><ul><li> 1. A/R (Terms) </li></ul></ul></ul><ul><ul><ul><li> 2. N/R (Terms) </li></ul></ul></ul><ul><ul><ul><li> 3. Actual Loans (Terms) </li></ul></ul></ul><ul><ul><ul><li> 4. Other: L/C’s, etc. </li></ul></ul></ul>
  6. 6. <ul><li>IV. The Marketing Concept and Small Business </li></ul><ul><li> a) Fulfill a Specific Need in the Market Place </li></ul><ul><li> b) Small Business Needs : </li></ul><ul><li> 1. Basic Credit Products </li></ul><ul><li> 2. Other: Direction, Survival Tips, etc. </li></ul><ul><li> </li></ul><ul><li> c) Changing Needs in a Changing Economy! </li></ul>
  7. 7. <ul><ul><ul><li>V. The Target Market and Four (4) Ps of Marketing </li></ul></ul></ul><ul><ul><ul><li> The Marketing Mix: </li></ul></ul></ul><ul><li> a) Product </li></ul><ul><li> b) Place </li></ul><ul><li> c) Price </li></ul><ul><li> d) Promotion (Advertising & Personal Selling) </li></ul><ul><li> Ex. Home Equity Line of Credit </li></ul><ul><li> Wal-Mart </li></ul>
  8. 8. <ul><li>VI. Market Segmentation and Marketing Strategy </li></ul><ul><li> a) Market Segmentation: </li></ul><ul><li> How do you separate the market into individual “targets”? </li></ul><ul><li> Product/service, region, price, promotional campaign </li></ul><ul><li> b) Marketing Strategy: </li></ul><ul><li> Past, Present, Future </li></ul><ul><li> Big Picture (but don’t forget the little things!) </li></ul>
  9. 9. <ul><li> VII. Marketing the Credit Manager </li></ul><ul><li>Advertising (General to Specific) </li></ul><ul><li>a) Industry </li></ul><ul><li>b) Company </li></ul><ul><li>c) Credit Department </li></ul><ul><li>d) Credit Manager </li></ul>
  10. 10. VII. Marketing the Credit Manager (Continued) Advertising (The Individual) a) Personal Appearance- First Impressions b) The Hand Shake c) The Business Card d) Speech Patterns e) Listening Skills
  11. 11. VII. Marketing the Credit Manager (Continued) Personal Selling (The Individual) a) Negotiation Skills b) Empathy c) Ego d) Mediation