Marketing and Advertising

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This is a presentation I did for a group of small and new business oweners regarding how to market your business.

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Marketing and Advertising

  1. 1. Marketing and Advertising
  2. 2. Irvin PeDro Cohen Consultant for 1 st and 25
  3. 3. Objectives <ul><li>Discuss who our clients are </li></ul><ul><li>Marketing approaches </li></ul><ul><li>Our message to our clients </li></ul><ul><li>Advertising mediums </li></ul>
  4. 4. Understanding Your Consumer Geography Lifestyle Family Income Sex Age
  5. 5. Understanding Your Consumer Cont. Access Locations Service Price
  6. 6. Marketing Warfare <ul><li>Defensive Approach </li></ul><ul><ul><li>US Post Office </li></ul></ul><ul><ul><li>Bell South </li></ul></ul><ul><ul><li>Walmart </li></ul></ul><ul><ul><li>Converse </li></ul></ul>
  7. 7. Marketing Warfare <ul><li>Defensive Approach </li></ul><ul><li>Offensive Approach </li></ul><ul><ul><li>UPS </li></ul></ul><ul><ul><li>Target </li></ul></ul><ul><ul><li>Nike </li></ul></ul>
  8. 8. Marketing Warfare <ul><li>Defensive </li></ul><ul><li>Offensive </li></ul><ul><li>Guerilla </li></ul><ul><ul><li>Airborne Express </li></ul></ul><ul><ul><li>Big Lots </li></ul></ul><ul><ul><li>No Limit </li></ul></ul><ul><ul><li>Jay Z/Russel Simmons/Puffy </li></ul></ul>
  9. 9. Marketing Warfare <ul><li>Defensive </li></ul><ul><li>Offensive </li></ul><ul><li>Guerilla </li></ul><ul><li>Flanker </li></ul><ul><ul><li>Dollar Store </li></ul></ul><ul><ul><li>Every Mom and Pop Shop </li></ul></ul>
  10. 10. What is the Message You Want to Convey <ul><li>Why are you the obvious choice </li></ul>Safety Selection Quality Price
  11. 11. How Do You Get Get Your Message Out <ul><li>Ways to market your product </li></ul>Word Of Mouth Internet Direct Mail Newspaper Radio TV
  12. 12. Pros of Television <ul><li>Television (Cable or Network) </li></ul><ul><ul><li>In most US homes there is at least one </li></ul></ul><ul><ul><li>The most creative medium </li></ul></ul><ul><ul><li>Extensive offerings (ESPN, Lifetime, MTV and BET) </li></ul></ul>
  13. 13. Pros of Internet <ul><li>Internet Advertising </li></ul><ul><ul><li>Everyone has access to computers </li></ul></ul><ul><ul><li>Relatively cheap in terms of entry point </li></ul></ul><ul><ul><li>Meeting consumers at the height of buying decision </li></ul></ul><ul><ul><li>Typically a higher end consumer </li></ul></ul>
  14. 14. Cons of Internet <ul><li>Internet Advertising </li></ul><ul><ul><li>Access to technology </li></ul></ul><ul><ul><li>Crowded marketplace </li></ul></ul><ul><ul><li>No ability to differentiate your product from competition </li></ul></ul>

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