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Mappa company of distinction-june27


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How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.

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Mappa company of distinction-june27

  1. 1. How to Build a Company of Distinction Matt Davidson LOGO Dynamics (804) 241-1152Results of A Failure to Keep a Car in Tune www.growyourbusinesswithcc.comIs It Time To Tune-up Your Business? Slides available at
  2. 2. Who is Matt Davidson?• Owner, L O GO D ynam ics, 20 years, 1 992-201 2• Pastor, C om puter Instructor, Salesm an, SalesTrainer, 1 974-92• Member, M id-Atlantic Prom otional Prod uctsAssociation, M APPA, 2005, form er Board m em ber• Partner, C onstant C ontact, L ocal Experts Program ,regular user since 201 0, “ We Put Your Logo to Work” ,annual surveys, fund raising events— ”Tedd y Bears forthe Troops”• L ocal Expert, C entral VA, 201 2• Sem inar L ead er, since January, 201 1 • “Power of E-m ail M arketing— L everaging Social M ed ia • “Social M ed ia M ad e Sim ple” • “A M arketing Tune-U p” I’m One of You • “Six Steps to Grow Your Revenue”
  3. 3. Who Wants to Build a Company of Distinction?  A Company that Distinguishes Themselves by  Excellence in their Product or Service  Excellence in Customer Service  Excellence in Marketing  Know Who They Are and Know Who They Are Not  Understand How to Use Marketing Tools Effectively, Especially on the Internet. Prediction: These are the companies that will survive the 21st Century Key Question: Will you be an achiever?
  4. 4. Where Have the Experts Gone? Times have changed  What the Previous Generation Heard? o “You can have everything you want if you work hard enough”— Ben Franklin, “Poor Richard’s Almanac” and others o “How to Win Friends and Influence People?”—Dale Carnegie o “Keep A Positive Attitude—Your Key to Success” –Dr. Norman Vincent Peale o People Want to Buy Their Way. There are Four Basic Personality Types-Drivers, Expressives, Analyticals, and Amiables—IBM Sales Training, 1950-60’s, hear it often today from various sources o “Get Rid of ‘Stinkin Thinkin’” –Zig Ziglar What do we hear today?
  5. 5. IN 2012 You have to be on the Internet to sell today—Web Site, FaceBook, LinkedIn, YouTube, etc. And you have to be “positioned” well—(whatever that means). You need to spend a lot of money and hire experts to be effective. You need to “Wow” people with technology—cute gimmicks that bring them back to your web site. You need to spend a lot of time learning and doing “techie” stuff.
  6. 6. Bottom Line There are no experts in the traditional sense. The marketplace has changed, is changing and will change. That is the only constant. Your Task: Examine carefully the marketing and customer service options and decide what holds the best promise for you.
  7. 7. What is Business? Traditional Definition-Goods and Services that Change Hands for Money Description of the Economy, 1950-2000: * Increasing supply of money * Increasing ability to obtain credit * Goods and services in limited, sometimes short supply * As the time passed, increased ability to communicate * Limited Government regulation
  8. 8. The Economy: 2000-2012 Fear of Economic Catastrophe Money is available but people in general make decisions based on fear not opportunity Goods in great supply and distribution capability at all time high Communication has greater range than anytime in recorded history Key Thought—Ours is a Value Oriented Economy and people will purchase if they see value in the offer. They are motivated to buy more by another person’s recommendation than traditional media advertising. What is the New Definition of Business?
  9. 9. New Definition of Business The planned creation of “WOW!” moments with every  Suspect  Prospect  Customer  Client  AdvocateIn order to secure the client’s loyalty and guaranteethe continuation of a business relationship.
  10. 10. Case Study: Shady Grove Preschool The magnet art I could have supplied was this?
  11. 11. What I did supply was this Where do you think the client will be buying magnets in the future?
  12. 12. Marketing 101: A.I.D.A.Main Focus in the Past: AwarenessGetting New Customers Interest Awareness Interest Desire Desire Action Action
  13. 13. New Tools Have Changed the Game FIND MORE Convert to KEEP Advocates Keep Clients Retention is the New Acquisition
  14. 14. Intrusion vs. Permission Marketing Spam  Opt-in Newsletter Junk Mail  Networking Events Stupid Commercials  Social Networking- Phone Solicitation You name it LinkedIn, FaceBook, Twitter, Pinterest  Targeted E-Mail Messages  Social Events including Charity
  15. 15. What Is Your Brand? Misconceptions About A Brand  Only the Large Corporations Have One  A Logo is A Brand
  16. 16. What Your Brand Is More About What People Say About You and Your Company than What You Say About It It Starts With What You Do May Have More to Do with the Way You Do Business Where to Start:  What makes you distinctive, not just different? Separates you from your competition  What concerns are on the minds of people who are your clients or potential clients? What is Your Purpose? State it in a Tweet (140 characters)
  17. 17. The Media Has Changed—Have You?Paid Media Owned Media Earned MediaPay to Get A Channel Controlled The CustomerAttention By the Brand Becomes the MediaTV Commercial Website Share on FacebookNewspaper Ad Blog ReTweetSponsorship Email List ForwardGroupOn Social Networking YelpDisplay Ads Twitter LinkedIn
  18. 18. The Key to Success—A Great Customer Experience Key Point---There is NO Marketing Cure if You Suck At Least, Start to get your Act Together Before You Start Marketing What do you strive for in Customer Service?  Many companies focus on avoiding Disappointment  Few Focus on providing Delight  Not So Great Companies Conform to Customer Expectations  Great Companies make a habit of Confounding Customer Expectations by providing exceptional service
  19. 19. The Goal: Confound Disappoint Delight Conform Conforming Disappointment—I didn’t think you were very good and you weren’t. Confounding Disappointment—You missed the mark to such a degree it is simply unbelievable! Conforming Delight—I expected you to be remarkable and you were. Confounding Delight—You are so good, I just can’t imagine how you do it! You “wowed” me! Scott McKain ,
  20. 20. Elements of A Good Marketing Plan Establish Your Brand Identity Basics like Business Cards, Signage and Apparel Next Steps—Target Markets Develop Marketing Media Based on Clients Perceived Needs Not Yours Review Where to Put Marketing Information Online ( Follow-Up to Make Sure it is Current) Plan Marketing Projects and Review the Available Social Media Online as well as update your web site, blogs. Join Networking Groups like the Chamber of Commerce, Service Clubs and/or Community Oriented Groups Execute the Plan and Review at Regular Intervals
  21. 21. Have Things Really Changed?How was it for previous generations?Owner knew you and what you neededHad an emotional connection with youDidn’t forget you—built a relationship
  22. 22. Some say, “Content is King” While Content Needs to be Relative To the Audience, By Itself It is Not Complete. Engagement Marketing Is the Way to Build a Business in the 21st Century. Video is One Way to Do It.
  23. 23. What Is Constant Contact?• A Professional System to Organize Your E-mail Marketing• A Way to Survey Suspects, Prospects, Customers, Clients, and Advocates to Better Understandtheir “World”• A Way to Plan An Event that “Showcases” Your Business• A Way to Develop Social Media Campaigns that Are Beyond “Post and Pray”• A Way for A Busy Small Business Owner to Stay Current on the Changing “Landscape” ofInternet Marketing”• A Way to Monitor What is Being Said About You on Social Media• A Way to Offer Value Oriented Discounts to Drive Business Expansion• A way to publish a Business Profile and Distribute it to 500+ sources
  24. 24. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 24
  25. 25. Extend the Reach of Your Email Make your content shareable  Encourage readers to Like and Share your Email across their social networks  Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content  Use a sharebar to collect contacts wherever your email is shared Copyright © 2011 Constant Contact, Inc. 25
  26. 26. Recap and Summary The Definition of Business is the Planned Creation of “Wow” moments with every Suspect, Prospect, Customer, Client, and Advocate in order to secure the client’s loyalty and guarantee continuation of their business. Write your Purpose Statement with a client’s needs in mind. The New Tools have changed—Goal of Marketing is to Keep Clients and Convert them into passionate converts that help you find more people like them. Key to Success is Permission Based Marketing Your Brand is Another Key to Success—May have more to do with How You Do Business rather than What You Do. The Goal in Customer Service is Confounding Delight—”You are so good, I just can’t imagine how you do it.” Develop a Marketing Plan to Effectively Use the Internet to Achieve the Above and Stick to It.
  27. 27. Resources Individual Study* E-Mail Marketing Constant Contact—, “Engagement Marketing” Gail Goodman, 2012 Matt’s marketing blog* Customer Service—Scott McKain, Sign up for his blog. Book: “Collapse of Distinction” (see Amazon), see his YouTube videos, “Taxi Terry” is priceless. Other Books, “All Business is Show Business” and “What Customers Really Want”• Content Marketing—Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press• Video Marketing—Bettina Hind, “Video Marketing for Dummies” (2012), Wiley Press,
  28. 28. Resources for Group Work Like to join other small business owners to take part in training as well as networking?  Matt’s blog  Constant Contact seminars-Matt to organize  “Power of E-mail Marketing”  “Social Media Made Simple”  “Marketing Tune-Up”  Local Networking Groups  “The Lemonade Stand”—training for entrepreneurs,
  29. 29. Next Steps Do Nothing—Just don’t complain. Develop a Plan  Review this presentation at the following address--  Take a free e-mail marketing/social media seminar, see for schedule  Go to for live and recorded webinars. Sign up for the CC blog  Identify areas of marketing you will commit to doing  DO It Need Help with developing a plan? Contact me at (804) 241-1152 or