Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing a Small Biz (WKU SBDC)


Published on

Chris Houchens covers the basics of marketing for small business owners

Published in: Business, Economy & Finance
  • Nice presentation. would love to have a copy. Thank you so much. G
    Are you sure you want to  Yes  No
    Your message goes here

Marketing a Small Biz (WKU SBDC)

  1. 1. Marketing Your Small Business Chris Houchens July 14, 2008 Western Kentucky University Small Business Development Center
  2. 2. What we’ll discuss this evening <ul><li>Quick Marketing 101 </li></ul><ul><li>Creating a Marketing Plan </li></ul><ul><ul><li>Budget </li></ul></ul><ul><li>Getting the Message Out </li></ul><ul><ul><li>Public Relations / Media Relations </li></ul></ul><ul><ul><li>Traditional Advertising </li></ul></ul><ul><ul><li>Internal Marketing </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><li>Tracking / Evaluation </li></ul><ul><li>Your turn – Open Floor Questions </li></ul>
  3. 3. Why Market? <ul><li>To communicate a consistent intended message to a specific intended audience. </li></ul><ul><li>Marketing is NOT just advertising . </li></ul><ul><li>Marketing is NOT just sales . </li></ul><ul><li>Marketing helps CREATE the sales opportunity. </li></ul>
  4. 4. Most prevalent marketing mistakes <ul><li>“ Me Too” Competitive </li></ul><ul><li>Following the fad wagon </li></ul><ul><li>Campaigns designed around cutesy or non-relevant centers </li></ul><ul><li>Marketer trying to reach themselves </li></ul><ul><li>Focus on costs rather than effectiveness </li></ul><ul><li>Thinking that $$$ = Success </li></ul><ul><li>Accepting proposed prices </li></ul><ul><li>Forgetting multiple media maximizes messages </li></ul>
  5. 5. Great Marketing... <ul><li>Begins with the Product </li></ul><ul><li>Driven by the Message </li></ul><ul><li>Nurtured by the Relationship </li></ul>
  6. 6. The 1st Two Marketing Steps <ul><li>Step 1 - Have a Product </li></ul><ul><ul><li>Great Marketing Begins with a Great Product </li></ul></ul>
  7. 7. World’s Most Powerful Woman
  8. 8. Marketing – Product <ul><li>Oprah gave away 276 new G6 Pontiacs </li></ul><ul><li>PR / Publicity Value - $Infinity.00 </li></ul><ul><li>BUT…G6 Sales are FLAT </li></ul><ul><li>Vanilla is hard to Sell </li></ul><ul><li>“ Tastes Like Chicken” </li></ul><ul><li>is NOT a compliment </li></ul>
  9. 9. The 1st Two Marketing Steps <ul><li>Step 1 – Have a Product </li></ul><ul><li>Step 2 - Have a Plan </li></ul><ul><ul><li>Doesn’t have to be complicated </li></ul></ul><ul><ul><li>On Paper </li></ul></ul><ul><ul><li>On Purpose </li></ul></ul>
  10. 10. A Marketing Plan... <ul><li>Defines Marketing Costs </li></ul><ul><li>Shows Marketing Value </li></ul><ul><li>Defines Mission / Provides Focus </li></ul><ul><li>Written Game Plan </li></ul><ul><li>Evolving Document </li></ul>
  11. 11. Developing a Marketing Plan <ul><li>Two major questions... </li></ul><ul><ul><li>Where are you now? </li></ul></ul><ul><ul><li>Where do you want to be? </li></ul></ul><ul><li>S.W.O.T. Analysis </li></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Weaknesses </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Threats </li></ul></ul><ul><li>Get input from staff, current & potential customers </li></ul><ul><li>Research </li></ul>
  12. 12. Elements of a Marketing Plan <ul><li>At a minimum ...a Marketing Plan should include the following: </li></ul><ul><ul><li>Target Market </li></ul></ul><ul><ul><li>Who you are (BRAND) </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Where you want to go </li></ul></ul><ul><ul><li>How you’re going to get there </li></ul></ul>
  13. 13. Developing a Target Market <ul><li>Marketing Truths </li></ul><ul><ul><li>Not everyone loves you </li></ul></ul><ul><ul><li>No one cares about your marketing </li></ul></ul><ul><li>Talk only to those who will listen </li></ul><ul><li>If you try to be all things to all people, you will be nothing </li></ul>
  14. 14. Developing a Target Market <ul><li>What is the potential audience? </li></ul><ul><li>SPECIFIC Demographics </li></ul><ul><ul><li>Age, marital status, gender, etc </li></ul></ul><ul><li>SPECIFIC Psychographics </li></ul><ul><ul><li>Politics, religion, etc </li></ul></ul><ul><li>SPECIFIC Geographics </li></ul><ul><ul><li>Not just zip codes....streets. </li></ul></ul>
  15. 15. Developing a Target Market <ul><li>You should be able to </li></ul><ul><ul><li>Explain current mindset of the group </li></ul></ul><ul><ul><ul><li>How you will impact that mindset </li></ul></ul></ul><ul><ul><li>Describe what they want and need </li></ul></ul><ul><ul><li>What price they will pay </li></ul></ul><ul><ul><li>Predict future changes in the group </li></ul></ul><ul><ul><ul><li>How you will adapt to those changes </li></ul></ul></ul>
  16. 16. Case Study: Brand Kentucky <ul><li>State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns </li></ul><ul><li>Governor proposed an unified state brand </li></ul><ul><li>Goal: Provide an unified message for tourism & economic development </li></ul><ul><li>Citizens voted for logo at welcome centers & online </li></ul>
  17. 17. Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand
  18. 18. What is a Brand? <ul><li>Your single most valuable asset </li></ul><ul><li>A promise that past performance will indicate future results </li></ul><ul><li>Your target’s experience with you </li></ul><ul><li>Faces vs. personalities </li></ul><ul><li>Perception IS reality </li></ul>You have a brand even if you don’t have a brand strategy .
  19. 19. Conditional Response
  20. 20. Branding is a conditional response
  21. 21. Brand strategy should influence every marketing initiative
  22. 22. Brand Consistency <ul><li>Touchpoints </li></ul><ul><ul><li>All interactions with the target </li></ul></ul><ul><li>Messaging </li></ul><ul><ul><li>Slogans / Taglines </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>Design </li></ul><ul><ul><li>Logo / Identity </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Colors / Fonts </li></ul></ul><ul><li>Pricing </li></ul>
  23. 23. Branding Success Microwave vs. Slow Cooker
  24. 24. Successful branding makes other aspects of marketing easier and cheaper.
  25. 25. How Much Should I Spend? <ul><li>It Depends... </li></ul><ul><ul><li>3% to 5% minimum </li></ul></ul><ul><ul><li>Up to 10% for a highly competitive field </li></ul></ul><ul><ul><li>Base budget on where you’re going...not where you are </li></ul></ul><ul><ul><li>Budget depends on market </li></ul></ul><ul><ul><li>Majority of Budget will go to placement </li></ul></ul>
  26. 26. Budgeting #1: Strategy <ul><li>Is this marketing initiative a priority? </li></ul><ul><li>What is the LONG TERM goal ? </li></ul><ul><ul><li>More customers? </li></ul></ul><ul><ul><li>More exposure? </li></ul></ul><ul><ul><li>More credit? </li></ul></ul><ul><li>How much of the pot should this get? </li></ul><ul><li>What’s the needed ROI? </li></ul>
  27. 27. Budgeting #2: Segmentation <ul><li>Who are we really trying to talk to? </li></ul><ul><li>Stop wasting money / time / resources: </li></ul><ul><ul><li>trying to retail a wholesale product </li></ul></ul><ul><ul><li>firing canons instead of rifles </li></ul></ul><ul><li>Figure out who is making the decision and find the best / cheapest / quickest way to reach them at the right time </li></ul>
  28. 28. Budgeting #3: Leverage <ul><li>Use current customers to gain new ones </li></ul><ul><li>Word of mouth </li></ul><ul><li>Cross - promotions </li></ul><ul><li>CRM: always collect e-mail addresses and other contact info (and follow up) </li></ul><ul><li>Use the web </li></ul><ul><li>Let viral and other networks grow the investment exponentially </li></ul>
  29. 29. Budgeting #4: Measurement <ul><li>Measure actual ROI as well as responses </li></ul><ul><li>Measure satisfaction and “stickiness” as well as the actual numbers </li></ul><ul><li>Use the info to make adjustments </li></ul><ul><li>You can’t manage what </li></ul><ul><li>you can’t measure </li></ul>
  30. 30. Low Cost “Guerilla” Marketing <ul><li>#1 Method - Word-of-Mouth / “Buzz” </li></ul><ul><ul><li>Referrals from customers, friends, vendors, etc </li></ul></ul><ul><li>Brochures / Posters / Printed Literature </li></ul><ul><li>Build marketing into current paper trail </li></ul><ul><ul><li>Business cards, fax sheet, letterhead, e-signatures </li></ul></ul><ul><li>On-Hold Message </li></ul><ul><li>Community Events / Trade Shows </li></ul><ul><li>Articles / Publishing </li></ul><ul><li>Ad Specialties / Gifts </li></ul><ul><li>Cross Promotions / Alliances </li></ul><ul><li>Networking </li></ul><ul><li>Seminars / Workshops </li></ul><ul><li>Public Relations - Press Releases - Media Show </li></ul>
  31. 31. Schedule to maximize budget <ul><li>Continuous </li></ul><ul><ul><li>Constant Strong Activity </li></ul></ul><ul><li>Flight </li></ul><ul><ul><li>Activity with periods of no activity </li></ul></ul><ul><li>Pulse </li></ul><ul><ul><li>Strong activity with lighter periods between </li></ul></ul>
  32. 32. Media Scheduling <ul><li>Let’s go to Disney World </li></ul><ul><ul><li>July? </li></ul></ul><ul><ul><li>October? </li></ul></ul><ul><li>Advertise in the Off-Season </li></ul><ul><ul><li>Cheaper </li></ul></ul><ul><ul><li>More Effective </li></ul></ul><ul><li>1 st Quarter is the best time to advertise </li></ul><ul><li>4 th Quarter is the worst </li></ul>
  33. 33. Agency or In-House? <ul><li>Agency / Consultant </li></ul><ul><ul><li>Little Fish/Big Pond or Big Fish/Little Pond </li></ul></ul><ul><ul><li>Typical cost: 15% of placement </li></ul></ul><ul><ul><li>Creative Control </li></ul></ul><ul><ul><li>Overall Marketing or Just External? </li></ul></ul><ul><li>In-House </li></ul><ul><ul><li>Are they really your “marketing person”? </li></ul></ul><ul><ul><li>Education / Experience </li></ul></ul><ul><ul><li>Who is making decisions? </li></ul></ul><ul><ul><li>No Committees </li></ul></ul>Salespeople are NOT “Marketing Consultants”
  34. 34. Let’s take a break <ul><li>When we return… </li></ul><ul><ul><li>How to effectively buy advertising </li></ul></ul><ul><ul><li>Tips & Tricks for marketing in: </li></ul></ul><ul><ul><ul><li>Newspapers </li></ul></ul></ul><ul><ul><ul><li>Radio </li></ul></ul></ul><ul><ul><ul><li>TV </li></ul></ul></ul><ul><ul><ul><li>Yellow Pages </li></ul></ul></ul><ul><ul><ul><li>Online </li></ul></ul></ul><ul><ul><li>Tracking and Evaluation of Marketing </li></ul></ul><ul><ul><li>Your questions </li></ul></ul>
  35. 35. Marketing Mix <ul><li>Print </li></ul><ul><ul><li>Newspaper </li></ul></ul><ul><ul><li>Magazine </li></ul></ul><ul><li>Broadcast </li></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>Outdoor </li></ul><ul><ul><li>Billboards </li></ul></ul><ul><li>Directories </li></ul><ul><ul><li>Yellow Pages </li></ul></ul><ul><li>Web </li></ul><ul><ul><li>Banner </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Adwords / Affiliates </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><li>Direct Mail </li></ul><ul><li>Etc / Etc / Etc </li></ul>
  36. 36. Public Relations <ul><li>What is P.R.? </li></ul><ul><ul><li>Unpaid coverage of your business in the media </li></ul></ul><ul><ul><li>NOT – Public perception (that’s your brand) </li></ul></ul><ul><li>A PR program is PART of your marketing strategy....... not the other way around </li></ul><ul><li>Best Part - $$ - FREE - $$ </li></ul><ul><li>Worst Part – Lots of time and work </li></ul><ul><li>Extremely effective & credible </li></ul><ul><li>OVERALL GOALS of a PR Program : </li></ul><ul><ul><li>Establish credibility and Become a “source” </li></ul></ul><ul><ul><li>Free Coverage </li></ul></ul>
  37. 37. PR Hints and Tips <ul><li>Press Releases </li></ul><ul><ul><li>Is it News or an Ad ? </li></ul></ul><ul><li>Media Opportunities </li></ul><ul><ul><li>Media List / Contacts </li></ul></ul><ul><ul><li>Media / Press Kits </li></ul></ul><ul><li>Persistence with media is the key </li></ul><ul><li>MUST be ongoing and active </li></ul>
  38. 38. General Advertising Tips <ul><li>ALWAYS ask for an action </li></ul><ul><li>Use a Media Mix - not just one medium </li></ul><ul><ul><li>3 times - 3 ways </li></ul></ul><ul><ul><li>The key to advertising is REPETITION </li></ul></ul><ul><li>No one cares about your advertising </li></ul><ul><li>Bellyflops instead of toes in the water </li></ul><ul><li>Stay away from vanity advertising </li></ul><ul><li>Ask for the rate card (but don’t use it) </li></ul>
  39. 39. General Advertising Numbers <ul><li>Reach/Cume = # of people who are exposed </li></ul><ul><li>Frequency = # of times they are exposed </li></ul><ul><li>Reach and Frequency MUST be used together for effective advertising </li></ul><ul><li>CPM = Cost per thousand impressions of an ad medium </li></ul>
  40. 40. If you don’t remember anything else today, remember this… <ul><li>You should always BUY advertising </li></ul><ul><li>Never be SOLD advertising </li></ul><ul><li>There’s a difference </li></ul><ul><li>Did I mention that salespeople are NOT “Marketing Consultants” </li></ul>
  41. 41. Marketing – Ad Messages Ad/PR messages as conversations not announcements.
  42. 43. Print Ads - Design Issues <ul><li>Don’t be afraid of “white space” </li></ul><ul><li>Go “against the tide” </li></ul><ul><li>Concise, Attention-Grabbing Headline </li></ul><ul><li>Clean graphics / photos </li></ul><ul><li>Minimum copy </li></ul><ul><li>Ask for the action </li></ul><ul><li>Always include contact info and who you are </li></ul>
  43. 44. Ways to buy Print <ul><li>Newspapers </li></ul><ul><ul><li>Today? - High reach and usability </li></ul></ul><ul><ul><li>Tomorrow? - Fish wrap or birdcage </li></ul></ul><ul><li>Supplements - Inserts </li></ul><ul><ul><li>Stands out in a newspaper - cheap to insert </li></ul></ul><ul><ul><li>Was it looked at? - expensive to produce </li></ul></ul><ul><li>Local Tabloids </li></ul><ul><ul><li>Targeted Audiences </li></ul></ul><ul><ul><li>Typically low production value </li></ul></ul><ul><li>Local Magazines </li></ul><ul><ul><li>Better production and shelf life </li></ul></ul><ul><ul><li>More costly </li></ul></ul>
  44. 45. Print Terms <ul><li>Circulation - # of copies sold or distributed </li></ul><ul><li>ABC - Audit Bureau of Circulation </li></ul><ul><li>Passalong - “Bonus” readers that are not counted in circulation </li></ul><ul><li>4-color - Full color </li></ul><ul><li>ROP - Run of paper/publication/press </li></ul>
  45. 46. Print Advertising <ul><li>Column Inch </li></ul><ul><ul><li>Columns across times inches high </li></ul></ul><ul><li>SAU - 6 column wide </li></ul><ul><li>SAU - 21 inches tall </li></ul>36 column inches 1 2 3 12
  46. 47. Print Ads 8 Which is More Effective? 40 2 4 8 5 30 days = 240 inches $4500 @18.75/inch 6 days = 240 inches $4500 @18.75/inch
  47. 48. Print Placement and Buying <ul><li>Contract rates are cheaper </li></ul><ul><ul><li>But be careful </li></ul></ul><ul><li>Repeat discounts </li></ul><ul><li>Sundays are expensive </li></ul><ul><ul><li>but may not be worth it </li></ul></ul><ul><li>Choosing a section is dependant on who you want to reach </li></ul><ul><li>Go “Above the Fold” (11 or higher) </li></ul><ul><li>Request a Right Hand Placement </li></ul>
  48. 49. Print Ads - Design Issues <ul><li>Don’t be afraid of “white space” </li></ul><ul><li>Concise, Attention-Grabbing Headline </li></ul><ul><li>Clean graphics / photos </li></ul><ul><li>Minimum copy </li></ul><ul><li>Ask for the action </li></ul><ul><li>Always include contact info and who you are </li></ul>
  49. 50. Radio <ul><li>Dying </li></ul><ul><ul><li>Or maybe not </li></ul></ul><ul><li>Targeted Formats </li></ul><ul><ul><li>Oldies, news/talk, rock, country, etc </li></ul></ul><ul><li>Dayparts </li></ul><ul><ul><li>Drivetimes - 6am-10am and 3pm-7pm </li></ul></ul><ul><li>Try non-commercial options </li></ul><ul><ul><li>Billboards / Sponsorships / Contests </li></ul></ul>
  50. 51. Radio Buy Placement Tips <ul><li>Arbitron ratings </li></ul><ul><ul><li>12+ Ratings from the top 293 markets are free online at </li></ul></ul><ul><ul><li>Beware of ratings from salespeople! </li></ul></ul><ul><li>Do NOT buy based on what you like </li></ul><ul><li>Station Groups may offer discounts (combo rate) </li></ul><ul><li>Buy as deep as you can afford </li></ul>Example: Fall 2008 Ratings Population - 430,900 Listeners - 12+ Rating Format Station 6.2 6.6 7.2 11.1 News/Talk WCDS Oldies WXPC Country WKNK CHR WHTZ
  51. 52. Radio Copy Tips <ul><li>Writing Copy </li></ul><ul><ul><li>Contact info is hard to convey </li></ul></ul><ul><ul><li>www-dot & Area Codes </li></ul></ul><ul><ul><li>What’s in it for Me? </li></ul></ul><ul><ul><li>Theater of the Mind </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>30 seconds = 70-80 words </li></ul></ul><ul><ul><li>60 seconds = 120-130 words </li></ul></ul><ul><li>You are not an announcer </li></ul>
  52. 53. Ways to buy TV <ul><li>Local Spot </li></ul><ul><ul><li>Losing audience with media diversification </li></ul></ul><ul><ul><li>Locally a 2 (or 5?) way race </li></ul></ul><ul><ul><li>Cable Spot </li></ul></ul><ul><ul><li>Not as cheap as it looks </li></ul></ul><ul><ul><li>Great for targeting </li></ul></ul><ul><li>Infomercial </li></ul><ul><ul><li>Bad reputation </li></ul></ul><ul><ul><li>Great results if done correctly </li></ul></ul>
  53. 54. Television Terms <ul><li>Nielsen Rating - % of homes exposed to program or station </li></ul><ul><li>HUT - Homes using TV </li></ul><ul><li>Share - % of HUT for a program or station </li></ul><ul><li>HUT x Share = Rating </li></ul><ul><li>ADI / DMA - the market </li></ul><ul><li>CPP - Cost per point </li></ul>
  54. 55. TV Advertising Tips <ul><li>Key to TV ads - Show and Tell </li></ul><ul><li>Audio/Video should work together but be able to stand alone if needed </li></ul><ul><ul><li>Muted ad should work </li></ul></ul><ul><ul><li>Ad while you’re out of the room </li></ul></ul><ul><ul><li>Don’t be redundant (too much) </li></ul></ul><ul><li>Storyboard the ad </li></ul><ul><li>Have a point </li></ul><ul><li>Use professional production </li></ul>
  55. 56. Infomercials <ul><li>“ Direct Response Television Advertising” </li></ul><ul><li>Typically 30-minute unsold inventory slots in unattractive dayparts </li></ul><ul><ul><li>Weekends </li></ul></ul><ul><ul><li>Overnight </li></ul></ul><ul><ul><li>Early A.M. </li></ul></ul><ul><li>Typically cheaper than traditional TV spots </li></ul><ul><li>Costlier to produce </li></ul>
  56. 57. Direct Mail <ul><li>Single most effective marketing tool </li></ul><ul><li>Easily Tracked and Targeted </li></ul><ul><li>2 Essential Elements </li></ul><ul><ul><li>The Right List </li></ul></ul><ul><ul><li>Good Piece </li></ul></ul><ul><li>Not necessarily 42-cents per person </li></ul><ul><li>Newspaper inserts </li></ul>
  57. 58. Fundamental E-Marketing <ul><li>Online Spending </li></ul><ul><ul><li>Budget for Website </li></ul></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><ul><li>Contextual Search Advertising </li></ul></ul><ul><ul><li>SEO – Search Engine Optimization </li></ul></ul><ul><li>E-mail Marketing </li></ul><ul><ul><li>Phishing / Spam </li></ul></ul><ul><ul><li>Permission-Based </li></ul></ul><ul><li>Blogs / Social Media </li></ul>
  58. 59. The Website <ul><li>Cannot just be an online brochure </li></ul><ul><li>Must be dynamic and change constantly </li></ul><ul><li>Content is King </li></ul><ul><li>Simple is best </li></ul><ul><ul><li>Just because you can – doesn’t mean you should </li></ul></ul><ul><li>When was the last time you visited your own website? </li></ul>
  59. 60. Domain Names <ul><li>Easy to communicate </li></ul><ul><ul><li>Good – </li></ul></ul><ul><ul><li>Bad – </li></ul></ul><ul><ul><li>Bad – </li></ul></ul><ul><li>Provides professional e-mail </li></ul><ul><ul><li>Good – [email_address] </li></ul></ul><ul><ul><li>Bad – [email_address] , [email_address] , etc </li></ul></ul>
  60. 61. Search Engine Optimization <ul><li>Text not graphics </li></ul><ul><li>Write text with SEO in mind </li></ul><ul><li>Inbound links </li></ul><ul><li>Metadata </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Descriptions </li></ul></ul><ul><ul><li><title> </li></ul></ul><ul><ul><li>Graphic alt tags </li></ul></ul>
  61. 62. Email Marketing <ul><li>Anticipated, personal and relevant messages delivered to people who actually want to get them </li></ul><ul><li>PERMISSION </li></ul><ul><ul><li>Sign-ups </li></ul></ul><ul><ul><li>Opt-outs </li></ul></ul><ul><li>Keys to success </li></ul><ul><ul><li>The List </li></ul></ul><ul><ul><li>Subject and “from” </li></ul></ul><ul><ul><li>Permission </li></ul></ul>
  62. 63. What do you mean by Social Media? <ul><li>Blogs </li></ul><ul><li>Microblogs </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Google & YouTube </li></ul></ul><ul><ul><li>Revver </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Wikis </li></ul><ul><li>Photo </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Photobucket </li></ul></ul><ul><li>Virtual reality </li></ul><ul><ul><li>Second Life </li></ul></ul><ul><li>Social / News Bookmarks </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Reddit </li></ul></ul><ul><ul><li> </li></ul></ul>Community / user generated content
  63. 64. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing
  64. 65. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth
  65. 66. Social Media are NOT mass media.
  66. 67. Warhol Revisited <ul><li>“ In the future, </li></ul><ul><li>everyone will be famous for </li></ul><ul><li>15 minutes .” </li></ul><ul><li>With social media, </li></ul><ul><li>everyone is famous to </li></ul><ul><li>15 people. </li></ul>
  67. 69. Yellow Pages <ul><li>Designed to be confusing and expensive </li></ul><ul><li>NOT necessarily part of an ad budget </li></ul><ul><li>People aren’t looking for an ad…they’re looking for a number </li></ul><ul><li>Use simple ads in the “official” book or most used book </li></ul><ul><li>Track YP use with covers </li></ul>
  68. 70. Out-of-Home Advertising <ul><li>Sold by “Showings” </li></ul><ul><li>Billboards / Outdoor </li></ul><ul><ul><li>Poster Panels and Vinyl </li></ul></ul><ul><ul><li>Painted </li></ul></ul><ul><li>The key to billboards </li></ul><ul><ul><li>ONE Thought </li></ul></ul>
  69. 71. Out-of-Home Advertising <ul><li>Transit </li></ul><ul><ul><li>Bus, subway, etc </li></ul></ul><ul><li>Place/Store </li></ul><ul><ul><li>shopping carts, POP displays, etc </li></ul></ul><ul><li>Miscellaneous </li></ul><ul><ul><li>movie theater, skywriting, etc </li></ul></ul>
  70. 72. Tracking / Effectiveness &quot;I know that half my advertising works... I just don't know which half.&quot; John Wanamaker (1838- 1922) If this is true of your business... STOP ADVERTISING
  71. 73. We’re not finished… <ul><li>Biggest opportunity for FAILURE is right after the marketing begins </li></ul><ul><li>Inform all your touchpoints </li></ul><ul><ul><li>Everyone who gets a paycheck from you </li></ul></ul><ul><li>Develop a tracking system </li></ul>
  72. 74. Tracking System <ul><li>Why did you choose us today? </li></ul><ul><ul><li>Verbal - keep record </li></ul></ul><ul><ul><li>As a part of Intake forms </li></ul></ul><ul><li>Timing will be off from placement </li></ul><ul><li>Track with special offers & coupons </li></ul><ul><li>Do NOT </li></ul><ul><ul><li>Tell us you heard our ad and get 10% off </li></ul></ul><ul><ul><li>Keep track in your head </li></ul></ul>
  73. 75. Thank You <ul><li>Begins with the PRODUCT </li></ul><ul><li>Driven by the MESSAGE </li></ul><ul><li>Nurtured by the RELATIONSHIP </li></ul>Marketing… Chris Houchens Blog :: Website :: E-Mail :: <ul><li>Your Turn </li></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Problems </li></ul></ul><ul><ul><li>Rants </li></ul></ul><ul><ul><li>Raves </li></ul></ul><ul><ul><li>Complaints </li></ul></ul>These slides are available for free online: