1. Proposal to Integrate
Marketing into
Bob the “Mechanic”
Delivered to: Robert Pickard
Owner of Bob the “Mechanic”
June 11, 2014
Emily Barnard, Marketing Analyst
Ebarna2@live.spcollege.edu
Bob the “Mechanic”
We Come to You

2. Overview
 Bob the “Mechanic” is an automobile repair business owned and
run by Robert Pickard, located in Clermont, Florida
 The majority of Bob’s customers are referred to by word of mouth.
Otherwise, Bob is listed in the phone book and on limited internet
sites
 Bob the “Mechanic” lacks major marketing tools that, with an initial
investment, can enhance his business

3. Overview
 Small businesses benefit from marketing, but it sometimes
lacks because there simply is not enough room in the budget
 Benefits of marketing:
Understand target market & competitive position
Understand how to reach target market
Broaden customer base
Differentiate business from others
Make more sales
(SBA, 2014)

4. The Opportunity
Social Media
• Social media is a cost-effective approach
to marketing for small businesses
• Facebook, Twitter, LinkedIn, etc.
Bob can
update
business and
contact
information
Prior
customers
can leave
reviews
Future
customers
can read
reviews
Bob can
modify his
business based
on customer
reviews and
preferences
(Allan, 2014)

5. Audience Analysis
 Bob Pickard, being the sole employee of Bob the “Mechanic” will
receive the proposal
 Needs/Concerns:
 What if customers post negative reviews and my business suffers?
 How will I have time to keep up with the social media sites?
 Will I need to hire more staff?
 How will these changes affect my budget?
 If social media marketing is successful, what are the next steps to
broaden marketing my business?

6. Possible Key Stakeholders
Bob Pickard
Customers (Past/Present/Future)
Future employees, if Bob decides to hire an
individual to control marketing on his behalf

7. Highlighted References
Facebook (2014). South Lake Business Leaders. Retrieved from
https://www.facebook.com/photo.php?fbid=149830318368247&set=a.1498302
750 34918.28046.149775411707071&type=3&theater
The U.S. Small Business Administration (SBA) (2014). Developing a marketing plan.
Retrieved from http://www.sba.gov/content/developing-marketing-plan
Allan, S. Why do we use social media? Retrieved June 11, 2014 from
https://owl.english.purdue.edu/owl/resource/560/10/