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Basic Marketing 101

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If you are starting a new business or a veteran, it is wise to understand the basics of marketing. Without a marketing plan, you're going to experience a lot of frustration and insequirity. With a marketing plan, you'll have a blueprint that saves you money and insures success.

Victoria Garcia has been in the business of helping small businesss with their marketing for over 24 years. Feel free to contact her with questions if you have any.

Published in: Business, Technology
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Basic Marketing 101

  1. 2. Step 1 Create a Marketing Plan “If you don’t know where you’re going, you’ll end up someplace else.” – Yogi Berra
  2. 3. Step 2 Take Stock of Your Strengths & Weaknesses “Progress is not made of doing one thing 100% right, but by doing 10 things 10% better.”
  3. 4. Step 3 Set Your Goals “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur off a skunk.” – Troy Moore
  4. 5. Step 4 Check Out Your Competitors “Never interrupt your enemy when he is making a mistake.” Napoleon Bonaparte
  5. 6. Step 5 Target Your Market “USA Today has come out with a new survey. Apparently three out of every four people make up 75% of the population.” - David Letterman
  6. 7. Demographics Take Aim
  7. 8. Demographics Take Aim
  8. 9. Demographics Take Aim
  9. 10. Demographics Take Aim
  10. 11. Demographics Take Aim
  11. 12. Step 5 Target Your Market
  12. 13. Step 6 Understand What You Are Really Selling! “Perception is reality.” Somebody
  13. 14. Determine Your Unique Selling Proposition Step 6
  14. 15. Step 6 Understand What You Are Really Selling! Features vs. Benefits
  15. 16. Step 7 Think Like a General (Strategy) “Ads are the cave art of the 20 th Century.” – Marshall McLuhan
  16. 17. Step 7 Think Like a General
  17. 18. Step 7 Think Like a General
  18. 19. Step 7 Think Like a General
  19. 20. Step 7 Think Like a General
  20. 21. Step 7 Think Like a General
  21. 22. Step 8 Branding Pre-Selling & Spin Doctoring If you can’t get rid of the skeleton in your closet, you’d best teach it to dance.” – George Bernard Shaw
  22. 23. Step 8 Sales is Convincing, Overcoming Objections, Getting a Check
  23. 24. Step 8 Marketing is Generating Leads
  24. 25. Step 8 Branding is Pre-Selling!
  25. 26. <ul><li>What if you never had to make a sales pitch ever again? </li></ul>
  26. 27. <ul><li>What if you never had to make a sales pitch ever again? </li></ul><ul><li>What if customers arrived ready to buy? </li></ul>
  27. 28. <ul><li>What if you never had to make a sales pitch ever again? </li></ul><ul><li>What if customers arrived ready to buy? </li></ul><ul><li>What if you were known as the best in the business? </li></ul>
  28. 29. Branding is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul>
  29. 30. Branding is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul><ul><li>A solid brand generates trust. </li></ul>
  30. 31. Branding is the Answer! <ul><li>A solid brand reverses the sales process. </li></ul><ul><li>An established brand generates trust. </li></ul><ul><li>A strong brand removes customer objections. </li></ul>
  31. 32.
  32. 33.
  33. 34. Why are brands so big today? <ul><li>We have moved from a selling world to a buying world! </li></ul><ul><li>You are selling to the overwhelmed. </li></ul><ul><li>Familiar brands are predictable and trustworthy . </li></ul>
  34. 35.
  35. 36. What Builds a Brand? 1. Image
  36. 37. What Builds a Brand?
  37. 38. What Builds a Brand? 2. Visibility
  38. 39. What Builds a Brand? 2. Visibility
  39. 40. What Builds a Brand? 3. The Perception of Being Best - Consistency - Building Relationships - YOU!
  40. 41.
  41. 42. Step 9 Spending Money “Growth costs money.”
  42. 43. Step 10 Tracking Your Results “The best predictor of the future is the past!” Judith Greer Essex
  43. 44. Action Steps
  44. 45. Establish Your Identity <ul><li>Your Company Name </li></ul><ul><li>Always Use a Slogan or Tag Line </li></ul><ul><li>Have a Professionally Designed Logo </li></ul>
  45. 46.
  46. 47. Your Marketing Materials <ul><li>Business Cards </li></ul><ul><li>Brochures – </li></ul><ul><li>Form Follows Function </li></ul>
  47. 48. Crafting Your Message <ul><li>Start with the copy </li></ul>
  48. 49. Crafting Your Message <ul><li>Writing Basics </li></ul>Spend: 50% of your time on the foundation 30% of your time on the draft 20% of your time on editing
  49. 50. Crafting Your Message <ul><li>Headlines - The most important part </li></ul><ul><li>Body Text – </li></ul><ul><li>Design – Comes last </li></ul>
  50. 51. Design <ul><li>. </li></ul>
  51. 52. <ul><li>The presence of an image increases readership . </li></ul>
  52. 53. Design <ul><li>Readablity </li></ul>
  53. 54. Write a headline and body text ……
  54. 55. Advertising <ul><li>Print </li></ul><ul><li>Magazines, newspapers, Yellow Pages </li></ul><ul><li>Television </li></ul><ul><li>Broadcast versus Cable </li></ul><ul><li>Radio </li></ul>
  55. 56. Direct Mail <ul><li>Buy a List </li></ul><ul><li>Crafting an Effective Mailer </li></ul><ul><li>Repetition </li></ul><ul><li>Follow-Up Calls </li></ul>
  56. 57. Direct Mail For a free card go to www.sendoutcards.com/marketingimpressions
  57. 58. Public Relations <ul><li>This is Where it Really </li></ul><ul><li>Gets to Be </li></ul><ul><li>Fun </li></ul>
  58. 59. Press Release Tips <ul><li>It has to be news! </li></ul>
  59. 60. <ul><li>Essential for Your </li></ul><ul><li>Business Success </li></ul>Your Website
  60. 61. <ul><li>It’s No Longer Enough </li></ul><ul><li>To Just Have a Website </li></ul>Web Marketing
  61. 62. <ul><li>Nothing You Ever Do Will </li></ul><ul><li>Be As Inexpensive </li></ul><ul><li>Or as </li></ul><ul><li>Effective! </li></ul>Networking
  62. 63. Victoria Garcia [email_address] http://marketing-Impressions.com 858-505-8046

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