San Diego Small Business Marketing Workshops --------------------------------------------------------- Take your business to the next level with 3rdSpace‘s (www.3rdspace.co) series of digital marketing workshops! Jaime Nacach and Justine Dolorfino (Bloominari - www.bloominari.com) and Ryan Berg (Ryan’s Creative Universe - www.ryanscreativeuniverse.com) will explain what digital marketing is and how small businesses and entrepreneurs will benefit from using tools like websites, social media, and email marketing to build brand awareness and drive traffic. Whether you’re just getting started or already have an existing website and online presence, Jaime, Justine, and Ryan will help you make sure that your digital marketing is making a great impression. Choose one or all of the workshops to attend, depending on your needs: Wednesday, August 6, 6-7PM: Introduction to Digital Marketing Strategy and Branding Wednesday, September 17, 6-7PM: Effective Websites and Email Marketing Wednesday, October 8, 6-7PM: Marketing with Blogging and Social Media

1. Take your business to the next level
Small Business
Digital Marketing
Strategy & Branding
Presented By
August 6, 2014

2. Our Speakers
Justine Dolorfino
justine@bloominari.com
Bloominari
Jaime Nacach
jaime@bloominari.com
Bloominari
Ryan Berg
ryan@ryanscreativeuniverse.com
Ryan’s Creative Universe

3. Digital Marketing
Understanding the need and
developing your company's
marketing strategy

4. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
4
WHY SHOULD YOU MARKET?
The purpose of doing marketing and promotion
Reasons:
• Product & Brand Awareness
• Help people find your business
• Demonstrate benefit and value of
product/service
• Reach new leads
• Grow your business

5. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
5
Defining the new era of marketing and promotion online
WHAT IS DIGITAL MARKETING?
01
03
02
04
05
06
07
01
02
03
04
05
06
07
WEBSITE- Digital storefront of your company
E-MAIL MARKETING – Direct communicaiton with users
SOCIAL MEDIA – Keepting connected with the community
BLOGGING / CONTENT MARKETING – Tips to help others
ADVERTISING – Fastest way to reach potential clients
WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings
VIDEO MARKETING – Spreading your message faster

6. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
6
DIGITAL MARKETING
ü PRICE: Very low to medium.
ü PRODUCT: Text ADs, Video ADs, Graphical
ADs, Facebook ADs.
ü PLACE: Computer desktops, mobile
phones, tablets, digital screens.
ü PROMOTION: Facebook, Google, YouTube,
LinkedIn, Mobile Apps, SMS Affiliate
websites, Blogs, etc.
TRADITIONAL MARKETING
ü PRICE: Medium high to very high
ü PRODUCT: Voice ADs, Video ADs &
Printed ADs
ü PLACE: TV, Radio, Newspapers,
Magazines, Street Banners, Product
placement.
ü PROMOTION: TV series, news, and
programs, celebrities, movies, radio
shows, events, sports, venues, etc.
A short comparison of the old vs new ways to reach customers
DIGITAL VS TRADITIONAL MARKETING

7. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
7
BENEFITS OF DIGITAL MARKETING
Top Benefits of Online Marketing
TOP 12
1. Reach more consumers
2. Create more personalized messages
3. Measure marketing performance
4. Reduce marketing costs
5. Schedule marketing initiatives
6. Communicate with consumers conveniently
7. Optimize marketing performance in real time
8. Target consumers proactively
9. Share your content effortlessly
10. Control your advertising campaigns
11. Create brand reputation
12. Is mobile, people have access to them 24/7

8. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
8
DIGITAL MARKETING = MORE SUCCESS
Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot
12
%
12
%
12
%
15
%
16
%
25
%
24
%
40
%
Email
Marke,ng
SEO
Blogs
PPC
Direct
Mail
Trade
ADs
Telemarke,ng
Tradeshow
40% Claimed Greater
Savings
By using digital marketing methods of
promotion for their products and services.
According to Gartner’s Digital Marketing Spend Report
27
%
Social
Media
27
%
28% Shifting Marketing
Budget Allocations
From traditional media channels and invest
them into digital online marketing tools.

9. 9
Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
DIGITAL MARKETING = GENERATING BETTER REVENUES
The Internet is rocket
fuel for growth for
small and medium
enterprises
Companies using
Digital marketing
strategies have
2.8 times better
revenue growth
expectancy
Google
Higher conversion rates
generated by effective digital
marketing techniques will deliver
loads of profitable business in
terms of better & higher revenues
Small and medium enterprises
using digital marketing will have
3.3 times better chances of
expanding their workforce and
business
More statistics to convince you to use online marketing

10. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
10
The pillars of every marketing campaign and strategy
THE 4 P’S OF THE MARKETING MIX
• PRICE:
Total cost to satisfy a want or a need. May
include money, time and implementation.
• PRODUCT:
Physical product or service being offered
• PLACE:
Where the product will be offered/provided.
Physical place, online, traveling, etc.
• PROMOTION:
How the product will be marketed, promoted,
and shown to potential customers.

11. 11
WHAT DOES A MARKETING STRATEGY DO?
Reasons you should have a marketing plan and strategy:
01
Organizes
your
ideas
and
campaigns02
Uses
market
research
to
efficiently
target
content
to
audience
03 Supports
overall
business
plan
04
Creates
targets
and
facilitates
measurements
of
success
05
Keeps
marke,ng
efforts
proac,ve
with
sight
on
big
picture
06 Makes
it
easier
to
evaluate
new
opportuni,es

12. 12
WHAT DOES A MARKETING STRATEGY DO?
Organize your ideas, make a plan, and interact with purpose.
It’s easy to get started immediately.
But, beware. When it’s easy to talk to your target market it’s
just as easy to forego a strategic marketing plan.
Start by organizing your marketing strategy by channel,
date and time of posting, and content.
Consider keeping track of performance in the same
document.

13. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
13
Ready to start developing your Marketing Strategy?
SUMMARY- DIGITAL MARKETING STRATEGY
Get a Marketing Leader
Designate someone to be in charge of marketing (you, an employee or outsourcing it)
ACTION ITEMS - Take these steps to get your marketing strategy going
1. Identify your goals: What do you want to achieve?
• Increasing awareness? Growing a lead list? Increasing sales?
2. Research your audience: To whom are you selling and what do they want?
3. Create content that engages: What can you say that will capture their interest
and encourage them to engage with your goals?
4. Develop conversion opportunities: PDFs, video plays, eCommerce, coupons?
5. Build online marketing audiences and refer to opportunities
6. Make sure branding and content are consistent throughout

14. BrandingDeveloping a unique, recognizable
message that represents the
quality & trust of your product.

15. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
15
And why is it important?
WHAT IS BRANDING?
• What is a brand: Anything we can offer to the
market for attention, acquisition, use or
consumption, that might satisfy a need or want
• Branding: The process involved in creating a
unique name and image for a product in the
consumers' mind with a consistent theme.
• Branding’s Goal: To establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.
• The ability to delight customers.
• A powerful and successful brand is one that
builds trust.

16. 16
Get to Know
YOUR Brand
Who is your target
audience?
What is your
Key Value Proposition?
What does your name say
about your company?
Passion leads to design, design leads to performance,
performance leads to SUCCESS!
”
“

17. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
17
Elements that can be used to form your company’s brand:
WHAT MAKES UP A BRAND
• Company name
• Logo & Tagline
• Color palette
• Imagery
• Tone of voice
• The way you greet customers
• Customer service & support
• Interior design of your store/office
• Presentation of your product/
service

18. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
18
Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
An effective Logo must be:
SIMPLE
MEMORABLE
TIMELESS
VERSATILE
APPROPRIATE

19. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
19
Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
Design Elements of a Logo:
Colors, Shapes, Symbols, Typography, Connection to brand

20. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
20
No matter where your customer looks, your brand should be easily recognizable
KEEP YOUR BRANDING CONSISTENT
• Logos, tagline, colors,
imagery, service and
every other part of your
brand will be utilized
across ALL platforms:
Website, blog, social
media, merchandise,
stationery, etc.

21. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
21
Ready to develop tomorrow’s leading brand, yours?
MORE THAN JUST A LOGO & ACTION ITEMS
1. Self-Assessment - decide whether or not to change
brand or keep current
2. Choose a unique name – Do you want to keep your
current name or change it? Use DBA/Fictitious Business
Name?
3. Creating a logo
• On your own
• Use 3rd-party software
• Hire graphic designer
4. Choose a color scheme
5. Choose brand message – Pick words that connect with
your audience and key value proposition.
6. Implementation: Integrate your message/brand to
website, social media, etc (topics covered next month)

22. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
22
Great tools to help you get started quicker!RESOURCES
Benefits of Online Marketing: www.smartt.com/insights/top-10-benefits-online-marketing-2013
Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-business-infographic-0876336
Choosing a Name
• Combining words: www.panabee.com, www.wordoid.com
• How to name your business: www.entrepreneur.com/article/21774
• 10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11
• 12 Point test to a great name: blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test
• Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/
• Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm
• Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name
Logos
• Cheap, do-it-yourself logos: www.squarespace.com/logo Avoid generic logos: www.gtgraphics.org/genericlogos.html
Choosing a Color Scheme
• Adobe: kuler.adobe.com Color Lovers: www.colourlovers.com
Branding Examples: Consistency Fonts
• https://www.behance.net/gallery/Denim-Pavilion/4942281 www.dafont.com
• https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com
• https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com
• https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com
Branding: Tone of Voice – Dollar Shave Club Stock Images
• www.dollarshaveclub.com www.istockphoto.com (mid/high price)
• blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest)
• blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (most expensive, royalty)
• blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com

23. Digital
Marke,ng
Strategy
&
Branding
Workshop
–
Aug
6,
2014
©
Copyright
2014.
Ryan’s
Crea,ve
Universe
&
Bloominari.
All
Rights
Reserved.
23
Checkout our next event!
NEXT SMALL BUSINESS WORKSHOP
NEXT WORKSHOP
Wednesday, September 17 @ 6-7 PM
Effective Websites
& Email Marketing

24. T H A N K S F O R C O M I N G
Any Questions?
We’re happy to help!
?
www.ryanscreativeuniverse.com www.bloominari.com