How to Market & Promote Your Business During a Recession A presentation for First Bank, San Francisco February 26, 2009 By...
How to  GENERATE DEMAND During a Recession A presentation for First Bank, San Francisco February 26, 2009 By: Sharon Schan...
Why INCREASE Marketing in a Downturn? <ul><li>From the Harvard Business Review: … “The rationale that a company can afford...
Survey: How are you Marketing Your Business? <ul><li>Who has a logo?  </li></ul><ul><li>Who has a website? </li></ul><ul><...
Our Two Cents: Essential  Items in Your Marketing “Arsenal” <ul><li>Professionally designed & printed business card </li><...
Use Your Website To Achieve  End-to-End Synergy “ Your demand generation success requires the synergy of all marcom modali...
Live & Online Networking Choices <ul><li>LIVE Word-of-Mouth Referrals </li></ul><ul><ul><li>Visit Business Network Interna...
Advertising Ideas <ul><li>Run ads in your local Chamber newsletter </li></ul><ul><li>Create small space newspaper ads </li...
Promotional Ideas <ul><li>Become a shameless self-promoter </li></ul><ul><li>Put a sandwich board outside your store </li>...
Direct Response Ideas <ul><li>It is far more cost-effective to market to your current customer base than to prospects </li...
Sidebar: Create a Blog <ul><li>What is a blog?  Wikipedia </li></ul><ul><li>Why have over 133 million of them been publish...
Now what? How to Find Customers <ul><li>Look thru your “Rolodex;” include OLD leads </li></ul><ul><li>LinkedIn to everyone...
Now what? How to Find Customers <ul><li>Existing customers are best customers </li></ul><ul><li>Court your existing custom...
Words to Live By <ul><li>Close the LOOP!!! </li></ul>FOLLOW UP ON ALL LEADS;  You never know!
Q&A <ul><li>Any questions about    marketing, getting new    clients, or creating your    Website? </li></ul><ul><li>Conta...
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How to Market And Promote Your Business During A Recession

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On February 26, Sharon Schanzer of Red Letter Day Graphic Design and Gil Zeimer, freelance copywriter at Zeimer's Advertising Shoppe, offered this presentation.

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How to Market And Promote Your Business During A Recession

  1. 1. How to Market & Promote Your Business During a Recession A presentation for First Bank, San Francisco February 26, 2009 By: Sharon Schanzer & Gil Zeimer
  2. 2. How to GENERATE DEMAND During a Recession A presentation for First Bank, San Francisco February 26, 2009 By: Sharon Schanzer & Gil Zeimer
  3. 3. Why INCREASE Marketing in a Downturn? <ul><li>From the Harvard Business Review: … “The rationale that a company can afford a cutback in advertising because everybody else is cutting back [is fallacious]. Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them. The company courageous enough to stay in the fight when everyone else is playing safe can bring about a dramatic change in market position.” … </li></ul><ul><li>“ Advertising should be regarded not as a drain on profits but as a contributor to profits, not as an unavoidable expense but as a means of achieving objectives. Ad budgets should be related to the company’s goals instead of to last year’s sales or to next year’s promises.” </li></ul>
  4. 4. Survey: How are you Marketing Your Business? <ul><li>Who has a logo? </li></ul><ul><li>Who has a website? </li></ul><ul><li>Who writes a newsletter? </li></ul><ul><li>Who runs ads in local papers? </li></ul><ul><li>Who sends emails? </li></ul><ul><li>Who sends cards? </li></ul><ul><li>Who makes speeches? </li></ul><ul><li>Why blogs? </li></ul><ul><li>Who networks? </li></ul>
  5. 5. Our Two Cents: Essential Items in Your Marketing “Arsenal” <ul><li>Professionally designed & printed business card </li></ul><ul><li>“ 30-second elevator pitch” </li></ul><ul><li>Professionally designed website (even if it’s simple); SEO </li></ul><ul><li>LinkedIn.com profile </li></ul><ul><li>One pager PDF </li></ul><ul><li>Success stories or whitepapers </li></ul><ul><li>Unique value proposition </li></ul><ul><li>CRM system for lead tracking </li></ul><ul><li>Signature on email </li></ul><ul><li>Three power partners </li></ul><ul><li>One network group </li></ul><ul><li>Give at least one referral per week </li></ul>
  6. 6. Use Your Website To Achieve End-to-End Synergy “ Your demand generation success requires the synergy of all marcom modalities . . . with the web as nexus” Events & Appearances Case Studies Newsletters Radio/TV Print Ads Press Releases Direct Mail Brochures HTML-Based E-mail The Web
  7. 7. Live & Online Networking Choices <ul><li>LIVE Word-of-Mouth Referrals </li></ul><ul><ul><li>Visit Business Network International (BNI) </li></ul></ul><ul><ul><li>Visit B2BPowerExchange.com </li></ul></ul><ul><ul><li>Join Your Local Chamber of Commerce </li></ul></ul><ul><ul><li>WomenInConsulting.com (WIC) </li></ul></ul><ul><li>ONLINE </li></ul><ul><ul><li>Yelp.com </li></ul></ul><ul><ul><li>Facebook.com </li></ul></ul><ul><ul><li>LinkedIn.com </li></ul></ul><ul><ul><li>YahooGroups.com </li></ul></ul><ul><ul><li>B2BPowerExchange.com </li></ul></ul><ul><ul><li>YourMarketingLab.com – a great resource! </li></ul></ul>
  8. 8. Advertising Ideas <ul><li>Run ads in your local Chamber newsletter </li></ul><ul><li>Create small space newspaper ads </li></ul><ul><li>Send HTML/Text emails; like small ads </li></ul><ul><li>Mail postcards or SendOutCards.com </li></ul><ul><li>Your business card should be an ad </li></ul><ul><li>Your Website can be a constantly evolving source of advertising and attract visitors </li></ul><ul><li>Your “infomercial/elevator speech” is an ad </li></ul><ul><li>FREE ADVICE: MarketingSherpa.com, ConstantContact.com </li></ul>
  9. 9. Promotional Ideas <ul><li>Become a shameless self-promoter </li></ul><ul><li>Put a sandwich board outside your store </li></ul><ul><li>Slap a sign on your car </li></ul><ul><li>Mail postcards with a promotional offer: “Buy This/Get That” </li></ul><ul><li>Use your Website to promote something with a deadline: “For the next 30 days only…” </li></ul><ul><li>Use your “infomercial/elevator speech” as a promotional device </li></ul><ul><li>Create a promotional memory hook (“During March, I’ll be offering a 15% savings…”) </li></ul>
  10. 10. Direct Response Ideas <ul><li>It is far more cost-effective to market to your current customer base than to prospects </li></ul><ul><li>Contact all customers over the past 3-5 years – ask them if they’re still interested in your product or service. If not, why? </li></ul><ul><li>Mail 3–5 postcards with a promotional offer and a limited timeframe </li></ul><ul><li>Use your Website to promote something with a deadline: “For the next 30 days only…” </li></ul><ul><li>Send emails with a promotional offer </li></ul><ul><li>Be specific in your offer </li></ul>
  11. 11. Sidebar: Create a Blog <ul><li>What is a blog? Wikipedia </li></ul><ul><li>Why have over 133 million of them been published online? Technorati </li></ul><ul><li>Who writes them? Who reads them? </li></ul><ul><li>How can you use the power of a blog to expand your digital footprint, to add daily or weekly updates about your business, to brandyourself, and to sell more of your product or service than you ever imagined? It’s easy… </li></ul>
  12. 12. Now what? How to Find Customers <ul><li>Look thru your “Rolodex;” include OLD leads </li></ul><ul><li>LinkedIn to everyone even if you don’t have current info </li></ul><ul><li>LinkedIn profile should be very specific </li></ul><ul><li>“ Givers Gain” </li></ul><ul><li>Promote specific “products” </li></ul><ul><li>Google Adwords </li></ul><ul><li>Freshen materials </li></ul><ul><li>Do pro-bono work </li></ul>
  13. 13. Now what? How to Find Customers <ul><li>Existing customers are best customers </li></ul><ul><li>Court your existing customers; send info, buy lunch etc. </li></ul><ul><li>Contact them as often as possible </li></ul><ul><li>Create events </li></ul><ul><li>Read the Business Times </li></ul><ul><li>Develop partnerships & meet with partners weekly </li></ul><ul><li>Optimize brand </li></ul><ul><li>Speak </li></ul><ul><li>Become indispensable </li></ul><ul><li>Become a subject matter expert </li></ul><ul><li>Create and deliver webinars </li></ul>
  14. 14. Words to Live By <ul><li>Close the LOOP!!! </li></ul>FOLLOW UP ON ALL LEADS; You never know!
  15. 15. Q&A <ul><li>Any questions about marketing, getting new clients, or creating your Website? </li></ul><ul><li>Contact Gil Zeimer [email_address] 415-491-1058 www.zeimer.com </li></ul><ul><li>Sharon Schanzer </li></ul><ul><li>[email_address] 415.282.2060 www.RLDgroup.com </li></ul>

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