Smart Marketing - Modular Strategy & Advertising Tips - Issue 1
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This document outlines modular tactics for results-driven marketing and advertising. It recommends setting up modules for print, web, radio/TV, and trade shows/events. It suggests budgeting 6-15% of total budget for B2C marketing and 5-7% for B2B. The document provides tips for game planning such as developing mission/vision statements, identifying niches, researching advantages/improvements over competition, and diversifying advertising channels. It stresses the importance of consistent branding across platforms to lock out competition and lower costs.
![Setting Up Your Modules
• [Print Media]
-Identity; business cards, brochures, catalog
• [Web Media]
-Website, social platforms, blog, networks,
video, ads, email blasts
• [Radio & TV]
-Ads, live events, news, sponsorships
• [Trade Shows & Events]
-Booth, press releases, personnel message](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Smart Marketing - Modular Strategy & Advertising Tips - Issue 1
- 1. SMART MARKETING Modular Tactics For Results-Driven Marketing & Advertising URL Address for this presentation: ittl01.mbozarth.com
- 2. Setting Up Your Modules • [Print Media] -Identity; business cards, brochures, catalog • [Web Media] -Website, social platforms, blog, networks, video, ads, email blasts • [Radio & TV] -Ads, live events, news, sponsorships • [Trade Shows & Events] -Booth, press releases, personnel message
- 3. Budgeting Your Modules • Q: What % of total budget for marketing?...... • A: B2C (Only)= 6-15% B2B (Only)= 5-7% Product Launch Co. (either)= 17-25% "A person that stops advertising to save money in a weak economy is like a person that removes the battery from their watch to save time"
- 4. Budgeting Comparisons General Budget Benchmarks Of Note: With all digital platforms now available – person-to-person contact at events/shows still remains one of the most effective resources
- 5. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial)
- 6. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there
- 7. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed)
- 8. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed) •Identify your customer sales/funnel + train staff & partners to use it
- 9. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed) •Identify your customer sales/funnel & train staff to use it •Diversify your marketing/advertising channels (i.e.. Troubleshooter)
- 10. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed) •Identify your customer sales/funnel & train staff to use it •Diversify your marketing/advertising channels (i.e.. Troubleshooter) •Unique and consistent branding & identity across multiple platforms locks-out competition and saves $$
- 11. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed) •Identify your customer sales/funnel & train staff to use it •Diversify your marketing/advertising channels (i.e.. Troubleshooter) •Unique and consistent branding & identity across multiple platforms locks-out competition and saves $$ COST PER/THOUSAND VIEWS •Research CPM & CPC costs vs. industry average VS. COST PER/CLICK
- 12. Game Planning •Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) •Does your brand fit a niche? If so focus energy there •List of advantages vs. competition (& list of improvements needed) •Identify your customer sales/funnel & train staff to use it •Diversify your marketing/advertising channels (i.e.. Troubleshooter) •Unique and consistent branding & identity across multiple platforms locks-out competition and saves $$ •Research CPM & CPC costs vs. industry average •ROI & source tracking with unique identifiers: - #800 number banks - URL subsets; denver.meetups.com vs. meetups.com/denver - ph. Calls + inbound clicks / sales / CPM~CPC
- 13. Cross-Platform Identifiers (Ideal) Common vs. Unique Elements In Advertising Between Platforms Element Share Don’t Share Phone # URL Address Logo Color Scheme Copy & Graphics (limited) Layout & Format (limited) * Share general format concepts while creating original content for each application
- 14. Contact Matt Bozarth p. 720.515.6026 – M-F 9am-6pm MST e. Matt@mbozarth.com LinkedIn.com/in/MattBozarth Twitter.com/BozarthMatt Matt is a freelance Marketing & SMART MARKETING Advertising Consultant + Designer in the Greater Denver CO. Area. URL Address for this presentation: ittl01.mbozarth.com
Editor's Notes
- INTRO-Freelance marketing & Advertising-Sales + marketing background-11 years automotive + 6 years tech + 2 years furniture mngmt-Focus on Results-Driven marketing + hands-on creation of print and digital media-Focus of presentation= modularizing your marketing and advertising to produce effective results + fortune 500 marketing for small businesses and individuals
- Not all shown – but base components shown for most small businessesPrint Media= All aspects of familiar examples shown + newer trends like vehicle wraps, banners ::: if driving a lot makes sense to do vehicle wrap or at least partial vinylWeb Media= Own website, Facebook, Twitter, Youtube, LinkedIn (networking), blog, email blast provider :::: most are free and/or offer low cost ads (ATS FB group= 40,0000+ members) :::: email blast provider offers best email formatting and prevents blacklistingRadio & TV= Mostly still ads, but now TV & Web streaming radio are cheaper with Geo-targeting (upload TV commercial to Google server for TV network placement) (new streaming TV set top boxes replacing traditional cable and satellite)Important items not shown= regular monthly marketing meetings (wife/husband if solo), networking groups
- -Not same for all Co. but good avg. & general rules-Some Co. are B2B + B2C so take avg. of both-Product or ‘widget’ Co. are some of easiest to market for but also most expensive marketing costs (trade-off)-B2B & B2C services with intangibles are more based on face-to-face contact with potential clients vs. Product Co. which casts large ‘net’ to promote products
- General idea of how crossection of companies budget their marketing / advertising- With increase in web & digital some old standards remain consistent like trade shows and events ::highlighted::- With reduction of print and increase of web usage – companies increasing spending on digital and decreasing print-Doesn’t mean eliminate print ads – but should increase focus and knowledge of web ads, mobile, social, places pages (google, yelp,)
- - Your typed Co. outline: Mission Statement, Culture, Strategies, Personnel Structure, Goals (:30 Commercial) Your employees / business partners / vendors can’t pic the image that you have in your head for your Co.- Give same level of importance as financial or other important Co. documents- Post on your ‘About’ page of your website & prepare a brochure to hand to bus. Partners and vendors
- Can save time and $$ by identify a niche aspect to focus on that competition doesn’t have-If advertising all same aspects as other companies then you are forced to spend more $$ on website SEO keywords etc.& searches online will show competitors first
- Generate a pro / con list of your Co. vs. competition and cross reference items to accentuate that you can do better- Focus on items that competition does better that takes $$ away from you that you can improve
- - Map out your customer acquisition/ sales funnel and determine improvement areas needed- Train sales staff to use and identify stages of the funnel
- - Diversify your marketing channels similarly to stock portfolioCan’t rely on singular source to remain in business or remain successful (ie. Tom Martino Network)- Some local Co. relied almost entirely on Tom Martino Network- Big newspapers and magazines have gone bankrupt and either converted to digital edition or disappeared completely (ie. Big newspaper switch to digital // Powerstroke registry print edition stopped then restarted because digital didn’t work)
- Unique branding concepts give customers recognizable entity across multiple platforms-Color schemes-Logo-Layout- Competition can’t take away from your brand easily with trademarked or copyrighted materials (ie. Logos)
- -CPM = cost per/thousand ad showings (digital)-CPC – cost per/click (only pay for each time potential customer clicks on ad)-Know industry avg. costs before placing ads and use to negotiate with ad placement reps
- Track ROI using unique identifiers for phone # & [ URL (web page address) ]- Allows tracking info + steering to specific landing pages- Can change page route at later time if landing info or offering changes- Easy and free with most server hosting to create sub-domains-Can purchase bank / bundle of 800 numbers and use one for each ad source that fwd to same number-Each month collect #’s for: Calls, Clicks, Sales & plug into ROI formula (Excel or paid program)- Other than paid 800#’s a lot can be done for free
- General examples of elements to share between ad sources vs. elements to maintain as unique- Shared elements don’t mean NOT to create original content from one ad to another – but to create brand consistency between sources so that customers identify with you-Important for potential customers and current customers (reinforces faith in you + your brand)
- INTRO-Freelance marketing & Advertising-Sales + marketing background-11 years automotive + 6 years tech + 2 years furniture mngmt-Focus on Results-Driven marketing + hands-on creation of print and digital media-Focus of presentation= modularizing your marketing and advertising to produce effective results + fortune 500 marketing for small businesses and individuals