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Agenda
9:15 – 9:30     • Introduction
                • What brings you here today?
9:30 – 10:00    Improving Customer Experience


10:00 – 10:30   Developing Social Media with Branding
                Strategies


10:30 – 10:45   Break

10:45 – 11:15   Marketing on a Shoestring Budget

11:15 – 11:30   Q&A
11:30 – 12:00   Lunch
12:00 – 12:45   Your Choice!
Can I get
a copy of
        Yes!
 the slide
  deck?
About Me
• 15 years as a
  marketing copywriter
  & brand strategist
• Started Resonance
  Social Media in
  October 2010
• In 2012, Resonance
  Social Media
  >>>Resonance
  Content Marketing

Women’s Business Enterprise Alliance – August 2012
What brought you here
        today?
Improving
Customer
Experience                             [Your
                                       Name
Women’s Business Enterprise Alliance
Friday, August 17, 2012                Here]
What Is “Customer
         Experience?”

The sum of all experiences a customer
has with a supplier of goods or
services, over the duration of their
relationship with that supplier.
Know Your Customer Lifecycle



                              Repeat      Loyal    Advocate
Lead   Prospect   Customer
                             Customer   Customer   Customer
Know Your Customer Touchpoints
                 In
               Person
                           Social
    Email
                           Media
               Brand
             Consistency

    Direct                  Your
     Mail                  Website

               Phone
Elements of Customer Experience
•   Sight
•   Sound
•   Touch/Feeling
•   Taste
•   Smell
Customer Experience Building Blocks
• Know your customer …
  really, really, really well
• Show customers you care—all the
  way through the customer lifecycle
• Be consistent across all customer
  touchpoints
• Take into account all elements of
  customer experience
[Your
                                                     Name
                                                     Here]




QUESTIONS?


Women’s Business Enterprise Alliance – August 2012
Developing
Social Media
with Branding
Strategies
Women’s Business Enterprise Alliance
Friday, August 17, 2012
What Is a Brand?

“A brand is a person’s gut feeling about a
product, service, or company.”

        - Marty Neumeier, The Brand Gap
Austin




         Houston
Defining Your Brand
• What is my business’ mission?
• What differentiates my business from
  our competitors?
• What makes me memorable?
• How would my best customers
  describe me?
Defining Your Brand
• If I could have any celebrity
  spokesperson in the world, whom
  would I choose?
Your Brand Attributes
•   Is your brand …
      –   Conservative or progressive?
      –   Urban or outdoorsy?
      –   Casual or professional?
      –   Funny and playful or serious?
      –   Big or small?
      –   Leader or underdog?
      –   Stylish and fashionable or plain and practical?
      –   Thrifty or affluent?
      –   Outspoken or reserved?
      –   Dynamic or stable?
      –   Predictable or surprising?
      –   Stable or fluid?


Source: The Financial Brand, 7 Steps to Find Your Brand’s Personality, http://thefinancialbrand.com/14053/bank-
credit-union-branding-personality-attributes/
What Brands
     You
on Social Media?
Your Profile Picture
Your “About” Blurb
Richard Branson (Facebook):
Your Posts
Your Interactions
What Others Say About You
What Others Say About You
QUESTIONS?


Women’s Business Enterprise Alliance – August 2012
Marketing on a
Shoestring
Budget
Women’s Business Enterprise Alliance
Friday, August 17, 2012
Cheap vs. Value-Based Marketing
        Cheap                                            Value-Based
     Marketing                                            Marketing
• Low (or no) out-of-                                • Low cost per
  pocket cost                                          prospect reached
• Probably lower-                                    • Probably higher-
  quality audience                                     quality audience




Women’s Business Enterprise Alliance – August 2012
Where NOT to Skimp

•   Your   logo
•   Your   business card
•   Your   website/domain
•   Your   content
•   Your   profile picture
Leverage Your Greatest Asset
Cost of keeping a   Cost of acquiring a
current customer      new customer
Leverage Your Greatest Asset
“Your customers’ friends
are your next best
prospects.”

     Engagement Marketing
             Gail Goodman,
      CEO, Constant Contact
1: KNOW YOUR TARGET


Women’s Business Enterprise Alliance – August 2012
Who Is Your Target Customer?
• B2C
  -   Age
  -   Gender
  -   Socioeconomics
  -   Interests
• B2B
  - Industry
  - Size
  - Decision Maker’s Job Title
Where Is Your Target Customer?

•   Geographic
•   Publications, Media
•   Associations
•   Websites, Blogs
•   Events, Trade Shows
How Do You Find Out?
• Review current
  customer data
• Ask current customers
  and contacts
  (surveymonkey.com)
• Review results of
  previous marketing
  campaigns
2: SET A BUDGET


Women’s Business Enterprise Alliance – August 2012
Outsourced    Website      Professional
Marketing
            Marketing     Design &     Organization
Personnel    Services    Maintenance      Dues




What goes into a marketing budget?

  Event
                                        Postage
Planning                     Ad
             Printing                  for Direct
    &                    Placement
                                          Mail
Execution
Marketing Budget Rule of Thumb

• 5% of revenue to
  maintain your
  current position

• 10%of revenue to
  expand market share
3: FIND THE RIGHT MIX


Women’s Business Enterprise Alliance – August 2012
Print                  Interactive
Brochures              Website
Print Ads              Email
Direct Mail            Social Media
Flyers                 Pay-per-Click Ads




PR                     Personal
Speaking Engagements   Networking Groups
Press Releases         Trade Shows
TV/Radio Appearances   Referral Program
Guest Editorials       Cold Calling/Walkins
4: MEASURE & ADJUST


Women’s Business Enterprise Alliance – August 2012
Measure
• Customer Data
  • ―How did you hear about
    us?‖
• Discount Codes
  • ―Mention this ad for an
    x% discount‖
  • ―Use discount code XXX
    when you check out‖
• Tracked Phone Numbers
• Web Analytics
Adjust

• Do more of what has
  worked well

• Do less of what hasn’t
FREE AND LOW-COST RESOURCES


Women’s Business Enterprise Alliance – August 2012
Your Current Clients
Strategic Partnerships
Speaking Engagements
Blogging, E-Newsletters, Website Articles
SCORE
             (scorehouston.org)
• Volunteers are working
  and retired executives and
  small business owners
• Free consultations
• Free resources
• Workshops & seminars
  (free or low-cost)
Small Business Development Center
               (sbdc.uh.edu)
• University of Houston /
  SBA
• Free consultations
• Business Library
• Customized research
• Workshops & seminars
  (free or low-cost)
• Online courses
Other free or low-cost resources
          fiverr.com
QUESTIONS?


Women’s Business Enterprise Alliance – August 2012
Q&A


Women’s Business Enterprise Alliance – August 2012

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WBEA Marketing Super Session

  • 1. Agenda 9:15 – 9:30 • Introduction • What brings you here today? 9:30 – 10:00 Improving Customer Experience 10:00 – 10:30 Developing Social Media with Branding Strategies 10:30 – 10:45 Break 10:45 – 11:15 Marketing on a Shoestring Budget 11:15 – 11:30 Q&A 11:30 – 12:00 Lunch 12:00 – 12:45 Your Choice!
  • 2. Can I get a copy of Yes! the slide deck?
  • 3. About Me • 15 years as a marketing copywriter & brand strategist • Started Resonance Social Media in October 2010 • In 2012, Resonance Social Media >>>Resonance Content Marketing Women’s Business Enterprise Alliance – August 2012
  • 4. What brought you here today?
  • 5. Improving Customer Experience [Your Name Women’s Business Enterprise Alliance Friday, August 17, 2012 Here]
  • 6. What Is “Customer Experience?” The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.
  • 7. Know Your Customer Lifecycle Repeat Loyal Advocate Lead Prospect Customer Customer Customer Customer
  • 8. Know Your Customer Touchpoints In Person Social Email Media Brand Consistency Direct Your Mail Website Phone
  • 9. Elements of Customer Experience • Sight • Sound • Touch/Feeling • Taste • Smell
  • 10. Customer Experience Building Blocks • Know your customer … really, really, really well • Show customers you care—all the way through the customer lifecycle • Be consistent across all customer touchpoints • Take into account all elements of customer experience
  • 11. [Your Name Here] QUESTIONS? Women’s Business Enterprise Alliance – August 2012
  • 12. Developing Social Media with Branding Strategies Women’s Business Enterprise Alliance Friday, August 17, 2012
  • 13. What Is a Brand? “A brand is a person’s gut feeling about a product, service, or company.” - Marty Neumeier, The Brand Gap
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  • 16. Austin Houston
  • 17. Defining Your Brand • What is my business’ mission? • What differentiates my business from our competitors? • What makes me memorable? • How would my best customers describe me?
  • 18. Defining Your Brand • If I could have any celebrity spokesperson in the world, whom would I choose?
  • 19. Your Brand Attributes • Is your brand … – Conservative or progressive? – Urban or outdoorsy? – Casual or professional? – Funny and playful or serious? – Big or small? – Leader or underdog? – Stylish and fashionable or plain and practical? – Thrifty or affluent? – Outspoken or reserved? – Dynamic or stable? – Predictable or surprising? – Stable or fluid? Source: The Financial Brand, 7 Steps to Find Your Brand’s Personality, http://thefinancialbrand.com/14053/bank- credit-union-branding-personality-attributes/
  • 20. What Brands You on Social Media?
  • 22. Your “About” Blurb Richard Branson (Facebook):
  • 25. What Others Say About You
  • 26. What Others Say About You
  • 27. QUESTIONS? Women’s Business Enterprise Alliance – August 2012
  • 28. Marketing on a Shoestring Budget Women’s Business Enterprise Alliance Friday, August 17, 2012
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  • 30. Cheap vs. Value-Based Marketing Cheap Value-Based Marketing Marketing • Low (or no) out-of- • Low cost per pocket cost prospect reached • Probably lower- • Probably higher- quality audience quality audience Women’s Business Enterprise Alliance – August 2012
  • 31. Where NOT to Skimp • Your logo • Your business card • Your website/domain • Your content • Your profile picture
  • 32. Leverage Your Greatest Asset Cost of keeping a Cost of acquiring a current customer new customer
  • 33. Leverage Your Greatest Asset “Your customers’ friends are your next best prospects.” Engagement Marketing Gail Goodman, CEO, Constant Contact
  • 34. 1: KNOW YOUR TARGET Women’s Business Enterprise Alliance – August 2012
  • 35. Who Is Your Target Customer? • B2C - Age - Gender - Socioeconomics - Interests • B2B - Industry - Size - Decision Maker’s Job Title
  • 36. Where Is Your Target Customer? • Geographic • Publications, Media • Associations • Websites, Blogs • Events, Trade Shows
  • 37. How Do You Find Out? • Review current customer data • Ask current customers and contacts (surveymonkey.com) • Review results of previous marketing campaigns
  • 38. 2: SET A BUDGET Women’s Business Enterprise Alliance – August 2012
  • 39. Outsourced Website Professional Marketing Marketing Design & Organization Personnel Services Maintenance Dues What goes into a marketing budget? Event Postage Planning Ad Printing for Direct & Placement Mail Execution
  • 40. Marketing Budget Rule of Thumb • 5% of revenue to maintain your current position • 10%of revenue to expand market share
  • 41. 3: FIND THE RIGHT MIX Women’s Business Enterprise Alliance – August 2012
  • 42. Print Interactive Brochures Website Print Ads Email Direct Mail Social Media Flyers Pay-per-Click Ads PR Personal Speaking Engagements Networking Groups Press Releases Trade Shows TV/Radio Appearances Referral Program Guest Editorials Cold Calling/Walkins
  • 43. 4: MEASURE & ADJUST Women’s Business Enterprise Alliance – August 2012
  • 44. Measure • Customer Data • ―How did you hear about us?‖ • Discount Codes • ―Mention this ad for an x% discount‖ • ―Use discount code XXX when you check out‖ • Tracked Phone Numbers • Web Analytics
  • 45. Adjust • Do more of what has worked well • Do less of what hasn’t
  • 46. FREE AND LOW-COST RESOURCES Women’s Business Enterprise Alliance – August 2012
  • 51. SCORE (scorehouston.org) • Volunteers are working and retired executives and small business owners • Free consultations • Free resources • Workshops & seminars (free or low-cost)
  • 52. Small Business Development Center (sbdc.uh.edu) • University of Houston / SBA • Free consultations • Business Library • Customized research • Workshops & seminars (free or low-cost) • Online courses
  • 53. Other free or low-cost resources fiverr.com
  • 54. QUESTIONS? Women’s Business Enterprise Alliance – August 2012
  • 55. Q&A Women’s Business Enterprise Alliance – August 2012