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Taking Care of Business | Boost Your Marketing Strategy


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Carl Baumann is a certified mentor with SCORE specializing in writing business and marketing plans, business financial management, strategic planning & objective setting, organization & process improvement (process mapping) and general business management.

Erin Smith is a senior account supervisor with MMI, a full-service communications firm that provides strategy-led, integrated campaigns to Fortune 500, middle-market, and emerging-growth companies. She specializes in event planning and management, media relations, brand strategy and advertising campaign development. Erin leads integrated communications campaigns for some of MMI’s largest clients.

Scott Scaggs is a Creative Director and VP Partner with CLEAN DESIGN, a brand & design agency that creates competitive advantages for their clients by developing a unique brand voice and differentiated design, bringing these to life across every touch point. Scott believes in encouraging and shaping good ideas rather than just tearing down the ones that don’t work. His 20+ years in the business have refined his ability to quickly interpret strategic input into meaningful creative.

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Taking Care of Business | Boost Your Marketing Strategy

  2. 2. Marketing “Marketing is about creating top-line growth, inspiring the organization to persuade people to buy more and pay more.” Mark Sherrington “Marketing encompasses the entire business as seen from the customer’s point of view.” Peter Drucker 2
  3. 3. 3 3 Detailed Products & Services Description Customer Profiles Competitive Analysis Brand Description Marketing Message Marketing Communications Plan Sales Plan Marketing Plan Process Operations Plan Values/Mission/Vision
  4. 4. Defining Your Brand • Brands are promises that customers start to believe in over time • Brands are a mark of pride • Brands are a simplifier of choice • Brands are differentiated • A brand is a promise that links a product or a service to a consumer 4
  5. 5. 5 Marketing Message “Your marketing message is a coordinated promotional message delivered through one or more channels (such as print, radio, television, direct mail, networking and personal selling) to influence your target customer to see the value in your product/service and to purchase your product/service at a price that reflects that value”.
  6. 6. 6 Marketing Message Your marketing message : • grabs your target market’s attention • tells them how you can solve their problem • why they should trust you • why they should choose to do business with you over and above any and all other choices they might have. • is stated in such a way that it is direct and clear • is understandable to your target market • triggers an emotional reaction in your potential customers
  7. 7. 7 Brand & Marketing Message • Without a strong brand and subsequent marketing message you will not be able to sustain or grow your business. • Stay focused on developing and enhancing your brand, staying true to your brand by consistently delivering on your brand promise. • Ensure that your marketing message communicates your brand promise to your target customer in a clear, understandable, compelling way.
  8. 8. 8 Marketing Communications Plan • Describes the tactics and vehicles you will use to deliver your marketing message to your target customers. • Should be simple and easy to execute as well as measurable. • Should use activities and vehicles that intersect and resonate with your target customers. • Moves your target customers through the brand funnel (next slide). • Typically over one year of activity.
  9. 9. 9 Brand Funnel Awareness Consider/Trial/Sampling Main Shop Use Occasionally
  10. 10. 10 Marketing Communications Plan Brand Marketing Message Tag Line Elevator Pitch Marketing Communications Plan Your Business Image Events Website Newsletter Customer Service Direct Mail Pricing White Papers/ Public Relations Case Studies/ Networking Reports Promotions Videos/Podcasts Advertising Photos & Slide Decks Advertising Media Telemarketing Internet Marketing/Social Media Texting Packaging & Distribution Personal Visits Business Operations Word-of-Mouth Strategic Partnerships Sponsorships Triple Bottom Line Philosophy “Social” & “Green” Operating & Marketing
  11. 11. SCORE Contact Information SCORE Chapel Hill is available to assist you with free and confidential business counseling Sign up tonight for a mentoring session with 2 SCORE mentors. We will contact you to schedule an appointment. You can also contact us through our website: or by calling our office at 919-968-6894. A volunteer will contact you within two days 11
  12. 12. Your brand already exists. How are you going to influence it?
  13. 13. • Understand your brand’s role • Stay true to your strategy • Be consistent in execution
  14. 14. Public Relations: The Basics Presented By: Erin Smith, MMI
  15. 15. What Is Public Relations? • What do you think of when you hear PR? • "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
  16. 16. Why PR? • Why include PR as part of your marketing strategy? – It’s cost-effective – Provides third party endorsements – Can help SEO – The Secret Ingredient
  17. 17. The Message • Know what message you want to communicate and to whom. • KISS • Be an good writer
  18. 18. Know Your Audience • Who uses your products/services? • How do they receive information? • Does your audience know you?
  19. 19. Reporter Relations • Remember – it’s a mutually beneficial relationship. • You HAVE to tie your news to something current. • Know your reporter
  20. 20. For more information and free confidential business counseling, please contact us at: