Trends in small business marketing


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short version of "A Marketing Tune-Up"

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  • The Social Spectrum (***Anne/Kyle – should be a line with dots along the spectrum. Tech companies above the points and text below the points.) Awareness – Monitoring of services like Yelp/Angie’s List/Twitter/etc. to view your brand’s perception/reputation – (Passive) Participation – Joining the conversation on Twitter/FB/Yelp/etc. – Impact your reputation - (Reactive) Home Base – Hang a digital shingle. Publish. Website/FB Fan Page/Splash Page/Blog/Ning Network. Collect customer data. Engagement – Encourage and reward action. Start conversations. Ask questions. Run promotions. Permission marketing. Digital Hub – Social Aggregator – Share content across multiple channels. Save Time/Money. Branded Community – Full control. Own your data. Customize Look/Feel. Safe/Secure. Co-Publishing. User-Generated Content. Personal connection around a topic instead of a social graph. Adding context to your messaging.
  • Trends in small business marketing

    1. 1. Matt Davidson LOGO Dynamics [email_address] (804) 241-1152 Trends in Small Business Marketing: E-mail and Blogs Results of A Failure to Keep a Car in Tune Is It Time To Tune-up Your Business?
    2. 2. Who is Matt Davidson? <ul><li>Small Business Owner, 20 years </li></ul><ul><li>Involved in Sales for over 27 years as salesperson and sales trainer </li></ul><ul><li>Known the highs and lows of retail sales </li></ul><ul><li>What Happened to Save My Business </li></ul><ul><ul><li>Expanded e-mail marketing with Constant Contact </li></ul></ul><ul><ul><li>Renewed Commitment to Excellence in Customer Service </li></ul></ul>Key Thought : Hope That Things Will Change is Not An Acceptable Strategy Likewise: Doing the same things time after time and not seeing results is an example of stupidity.
    3. 3. What is Business? <ul><li>Traditional Definition -Goods and Services that Change Hands for Money </li></ul><ul><li>Description of the Economy, 1950-2000: </li></ul><ul><li>* Increasing supply of money </li></ul><ul><li>* Increasing ability to obtain credit </li></ul><ul><li>* Goods and services in limited, </li></ul><ul><li> sometimes short supply </li></ul><ul><li>* As the time passed, increased ability to communicate </li></ul><ul><li>* Limited Government regulation </li></ul>
    4. 4. The Economy: 2000-2011 <ul><li>Fear of Economic Catastrophe </li></ul><ul><li>Money is available but people in general make decisions based on fear not opportunity </li></ul><ul><li>Goods in great supply and distribution capability at all time high </li></ul><ul><li>Communication has greater range than anytime in recorded history </li></ul><ul><li>Key Thought —Ours is a Value Oriented Economy and people will purchase if they see value in what we have to offer. They are motivated to buy more by another person’s recommendation than traditional media advertising. </li></ul><ul><li>What is the New Definition of Business? </li></ul>
    5. 5. Business is <ul><li>The planned creation of “WOW!” </li></ul><ul><li>moments with every </li></ul><ul><ul><li>Suspect </li></ul></ul><ul><ul><li>Prospect </li></ul></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><li>Client </li></ul></ul><ul><ul><li>Advocate </li></ul></ul>In order to secure the client’s loyalty and guarantee the continuation of a business relationship. Suggestion: Write a Purpose Statement for Your Business Based on the Above Definition
    6. 6. Case Study: Shady Grove Preschool <ul><li>The magnet art I could have supplied was this? </li></ul>
    7. 7. What I did supply was this Where do you think the client will be buying magnets in the future?
    8. 8. Intrusion vs. Permission Marketing <ul><li>Spam </li></ul><ul><li>Junk Mail </li></ul><ul><li>Stupid Commercials </li></ul><ul><li>Phone Solicitation </li></ul><ul><li>You name it </li></ul><ul><li>Opt-in Newsletter </li></ul><ul><li>Networking Event </li></ul><ul><li>Social Networking </li></ul><ul><li>Targeted E-Mail Message </li></ul><ul><li>Social Events including Charity </li></ul>
    9. 9. THE SOCIAL SPECTRUM <ul><li>PARTICIPATION </li></ul><ul><li>Join the conversation </li></ul><ul><li>Engage in protecting and enhancing reputation </li></ul><ul><li>AWARENES S </li></ul><ul><li>Public reviews and customer opinion </li></ul><ul><li>Monitoring reputation / brand association </li></ul><ul><li>HOME BASE </li></ul><ul><li>Hang a “digital” shingle </li></ul><ul><li>Publish / Broadcast your message </li></ul><ul><li>ENGAGEMENT </li></ul><ul><li>Encourage and reward actions </li></ul><ul><li>Foster conversation </li></ul><ul><li>Grow customer base </li></ul><ul><li>Permission marketing </li></ul><ul><li>DIGITAL HUB </li></ul><ul><li>Aggregate social / web channels </li></ul><ul><li>Publish content across services </li></ul><ul><li>CUSTOM COMMUNITY </li></ul><ul><li>Branded experience </li></ul><ul><li>Own and control content and data </li></ul><ul><li>Co-Publishing and UGC </li></ul><ul><li>Run promotions </li></ul><ul><li>Create connection based on topic </li></ul>Where does e-mail fit in?
    10. 10. The Media Has Changed—Have You? <ul><li>Paid Media Owned Media Earned Media </li></ul><ul><li>Pay to Get A Channel Controlled The Customer </li></ul><ul><li>Attention By the Brand Becomes the Media </li></ul><ul><li>TV Commercial Website Like on Facebook </li></ul><ul><li>Newspaper Ad Blog ReTweet </li></ul><ul><li>Sponsorship Email List Forward </li></ul><ul><li>GroupOn Social Networking Yelp </li></ul><ul><li>Display Ads Twitter LinkedIn </li></ul>
    11. 11. <ul><li>Types of Relationships Identified </li></ul><ul><ul><li>Customers and Clients —promote an ongoing dialogue with people who know, trust and like you </li></ul></ul><ul><ul><li>Suspects and Prospects —people you want to know you so they will like you and want to know more about you. </li></ul></ul><ul><ul><li>Advocates —people who for one reason or another will never buy from you but will refer you to others </li></ul></ul><ul><ul><li>People involved in Charities who need your expertise and ability to help fund their efforts </li></ul></ul><ul><ul><li>People who can be your Mentor and ones you can mentor and share your expertise </li></ul></ul>
    12. 12. Two Different Approaches-E-mail Marketing Copyright © 2008 Constant Contact, Inc.
    13. 13. The Key to Success—A Great Customer Experience <ul><li>Key Point —There is No Marketing Cure if You Suck </li></ul><ul><li>At least, Start to Get Your Act Together Before You Start Marketing </li></ul><ul><li>Delight is Not Enough </li></ul><ul><ul><li>Many companies focus on avoiding Disappointment </li></ul></ul><ul><ul><li>Few focus on providing Delight </li></ul></ul><ul><ul><li>Great companies make a habit of Confounding Customer Expectations by providing exceptional service </li></ul></ul><ul><ul><li>Not so great companies Conform to Customer Expectations </li></ul></ul>
    14. 14. The Goal: Confound Delight Disappoint 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 ,
    15. 15. Have Things Really Changed? <ul><li>How was it for previous generations? </li></ul><ul><li>Owner knew you and what you needed </li></ul><ul><li>Had an emotional connection with you </li></ul><ul><li>Didn’t forget you—built a relationship </li></ul>
    16. 16. Elements of A Good Marketing Plan <ul><ul><li>Establish Your Identity </li></ul></ul><ul><ul><li>Basics like Business Cards, Signage and Apparel </li></ul></ul><ul><ul><li>Next Steps—Target Markets </li></ul></ul><ul><ul><li>Develop Marketing Copy Based on Surveyed Needs </li></ul></ul><ul><ul><li>Review Where to Put Marketing Information Online ( Follow-Up to Make Sure it is Current) </li></ul></ul><ul><ul><li>Plan Marketing Projects and Review the Available Media </li></ul></ul><ul><ul><li>Join Networking Groups like the Chamber of Commerce, Service Clubs and/or Community Oriented Groups </li></ul></ul><ul><ul><li>Execute the Plan and Review at Regular Intervals </li></ul></ul>
    17. 17. 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 21 st Century.
    18. 18. Recap and Summary <ul><li>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. </li></ul><ul><li>Write a Purpose Statement with a client’s needs in mind. </li></ul><ul><li>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. </li></ul><ul><li>A Key to Success is Permission Based Marketing </li></ul><ul><li>Your Brand is Another Key to Success—May have more to do with How You Do Business rather than What You Do. </li></ul><ul><li>The Goal in Customer Service is Confounding Delight —”You are so good, I just can’t imagine how you do it.” </li></ul><ul><li>Develop a Marketing Plan to Achieve the Above and Stick to It. </li></ul>
    19. 19. Resources <ul><li>* E-Mail Marketing </li></ul><ul><ul><li>Constant Contact— </li></ul></ul><ul><ul><li> Matt’s marketing blog </li></ul></ul><ul><ul><li>* Customer Service —Scott McKain, Sign up for his blog. </li></ul></ul><ul><ul><li>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” </li></ul></ul><ul><ul><li>* Content Marketing —Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press </li></ul></ul><ul><ul><li>Matt Davidson, LOGO Dynamics </li></ul></ul><ul><ul><li>[email_address] (804) 241-1152 </li></ul></ul>
    20. 20. Next Steps <ul><li>Review this presentation at the following address: </li></ul><ul><li> </li></ul><ul><li>Need Help with developing a plan or a project involving promotional products? Contact me at (804) 241-1152 or [email_address] </li></ul><ul><li>Want to get started in e-mail marketing? </li></ul><ul><li>* “A Marketing Tune-Up”—A 90 minute seminar </li></ul><ul><li>“ Best Practices in E-Mail Marketing”—a 90 minute seminar </li></ul><ul><li>Constant Contact— Live and recorded webinars, blogs and online and phone support </li></ul><ul><li>Consulting—Available on request. </li></ul>