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1.27.10 Do It Yourself Marketing A Right Management Fast Trac Presentation


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Ed Mayuga\'s presentation at Right Management Fast Trac on Thursday, January 28, 2010

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1.27.10 Do It Yourself Marketing A Right Management Fast Trac Presentation

  1. 1. Right Management, FastTrac Program Ed Mayuga, Sales & Marketing Director November 12, 2009
  2. 2. <ul><li>My name is Ed Mayuga </li></ul><ul><li>Sales & Marketing Director for AMM Communications, LLC </li></ul><ul><li>10 years in the pharmaceutical industry in sales and in management for Abbott Laboratories, Parke Davis and Pfizer </li></ul><ul><li>5 years in the transportation and logistics business working for United Parcel Service </li></ul>Who Am I?
  3. 3. What we will cover today: <ul><li>Marketing Building Blocks </li></ul><ul><li>Steps to creating your own DIY Marketing Plan </li></ul><ul><li>(including creating your own website) </li></ul><ul><li>How Social Media fits into your strategy </li></ul>
  4. 4. 1. Marketing Building Blocks: <ul><li>Define your product / service </li></ul><ul><li>Define your audience / clients / customers </li></ul><ul><li>Define your messages </li></ul><ul><li>Define how you will consistently reach clients / customers </li></ul><ul><li>These are components of branding that lead to… </li></ul><ul><li>Your elevator speech </li></ul><ul><li>Keep in mind… </li></ul><ul><li>What is your billable time worth? </li></ul>
  5. 5. Using AMM Communications as an example… <ul><li>Our service is integrated communications </li></ul><ul><li>Our clients are small to mid-sized financial and professional service firms </li></ul><ul><li>Our message is that we are expert communicators </li></ul><ul><li>We consistently reach our current and prospective clients through networking, blogging, and social media services </li></ul>
  6. 6. A good brand will: <ul><li>Deliver the message </li></ul><ul><li>Confirm your credibility </li></ul><ul><li>Connect with target prospects </li></ul><ul><li>Motivate the buyer </li></ul><ul><li>Solidify user loyalty </li></ul>
  7. 7. Our Elevator Speech: <ul><li>At AMM Communications, we are expert communicators who help clients’ businesses grow by knowing how to get the right message to the right audience by using the most effective medium. We work with small- and mid-sized financial service companies and professional service firms. </li></ul>
  8. 8. What is Your Billable Time Worth? <ul><li>There are approximately 2080 working hours per year </li></ul><ul><li>A high-performer will earn a minimum of $100k annually </li></ul><ul><li>$100k/2080 = $48.07 per hour (or $8.01 for every 10 minutes) </li></ul><ul><li>Consultants find it very challenging to bill 40 hours per week, especially when self-marketing </li></ul>
  9. 9. 2. A DIY Marketing Plan: <ul><li>Create a website </li></ul><ul><li>Issue press releases </li></ul><ul><li>Write articles/blog entries </li></ul><ul><li>Use Social Media </li></ul>
  10. 10. Create your own website*: <ul><li>Register your domain on,, or even Network Solutions. We used GoDaddy because of WebSite Tonight ® </li></ul><ul><li>Three basic options for web hosting: </li></ul><ul><ul><li>A Web-based public site provider (free or nearly so) </li></ul></ul><ul><ul><li>Using a virtual private server as your host, running some Windows or Linux Web server software ($50 to $500 a year); </li></ul></ul><ul><ul><li>Using a managed services provider ($200 a month or more) </li></ul></ul><ul><li>Incorporate the Marketing Building Blocks into your website </li></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>What can you do for customers? </li></ul></ul><ul><li>* Adapted from “Master Your Own Internet Domain” by David Strom, PC World </li></ul>
  11. 11. Our Website:
  12. 12. Issue press releases: <ul><li> – You are able to create your own account and will be able to post the release as is once you receive final approval. </li></ul><ul><li>Post-Dispatch – Send to Commercial Notes section. Info is available in Friday business section </li></ul><ul><li>STL Business Journal – contact info online and in newspaper </li></ul><ul><li>Suburban Journal – contact info available online </li></ul><ul><li>D-List – Send directly from publication’s Web site </li></ul><ul><li>STL Beacon – Send directly from publications Web site </li></ul><ul><li>Newsmagazines – like the Suburban Journals, there is a newsmagazine for each part of STL County </li></ul><ul><li>Ladue News – sounds odd but send fax or hardcopy. They won’t take email. </li></ul><ul><li>Any and all community newspapers – check out their Web sites. They have the contact information listed to send releases. </li></ul><ul><li>An online news service like Pitch Engine or 24/7. That will get the news distributed to targeted online news sources </li></ul>
  13. 13. 3. Social Media: <ul><li>Advantages </li></ul><ul><ul><li>Connect with lots of new people </li></ul></ul><ul><ul><li>Get the word out without an intermediary </li></ul></ul><ul><ul><li>Establish yourself as expert in your field </li></ul></ul><ul><ul><li>Connect with clients </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Can consume lots of time </li></ul></ul><ul><ul><li>Most connections don’t amount to paying clients </li></ul></ul>
  14. 14. Types of social networking: <ul><li>– Micro blogging with140 characters to establish a base of followers </li></ul><ul><li>– Focused on helping professionals connect. Create a profile for your business. </li></ul><ul><li>– WordPress, Blogger, Tumblr, etc. Demonstrate your expertise. </li></ul><ul><li>– Social networking site for family and friends. Create a fan page for your business. </li></ul><ul><li>Check out our website: </li></ul><ul><li>Check out our blog: </li></ul>
  15. 15. My Twitter Page:
  16. 16. Our Company LinkedIn Page:
  17. 17. Our Blog:
  18. 18. Our Company Facebook Page:
  19. 19. When do you hire a pro?: <ul><li>Determine if you are successful doing it yourself </li></ul><ul><li>If not, determine how much you can spend </li></ul><ul><li>With a professional communicator, you will: </li></ul><ul><li>Identify marketing strategies </li></ul><ul><li>Break strategies into priorities </li></ul><ul><li>Create the budget according to your priorities </li></ul>
  20. 20. Lessons learned since we founded the company on June 1, 2008: <ul><li>Plan, implement and GO ! </li></ul><ul><li>Wake up with a purpose each day </li></ul><ul><li>Difference between a network and an active network </li></ul><ul><li>Working for yourself vs. someone else means you never fully relax </li></ul><ul><li>It’s a slow build </li></ul><ul><li>Sales and marketing is a daily priority </li></ul>
  21. 21. Resources – Web Bookmarks <ul><li>Wikipedia – Social Network Service: </li></ul><ul><li>50 Social Sites that Every Business Needs a Presence On: </li></ul><ul><li>10 Privacy Settings Every Facebook User Should Know: </li></ul><ul><li>Social Networking for Business: </li></ul><ul><li>13 LinkedIn Action Steps: </li></ul>
  22. 22. Resources – <ul><li>Our website: </li></ul><ul><li>Our blog: </li></ul><ul><li>Ed’s Bookmarks: </li></ul><ul><li>Follow Ann Marie on Twitter: </li></ul><ul><li>Follow Ed on Twitter: </li></ul>
  23. 23. Resources – Print Material <ul><li>The Go-Giver by Bob Burg and John David Mann. </li></ul><ul><li>Guerrilla P.R. 2.0: Wage the Effective Publicity Campaign without Going Broke by Michael Levine </li></ul><ul><li>Entrepreneur </li></ul><ul><li>St. Louis Business Journal </li></ul><ul><li>St. Louis Small Business Monthly </li></ul>