Marketing Your Small Business Chris Houchens www.ChrisHouchens.com July 14, 2008 Western Kentucky University Small Business Development Center

World’s Most Powerful Woman

Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand

Conditional Response

Branding is a conditional response

Brand strategy should influence every marketing initiative

Branding Success Microwave vs. Slow Cooker

Successful branding makes other aspects of marketing easier and cheaper.

Marketing – Ad Messages Ad/PR messages as conversations not announcements.

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

Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing

Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth

Social Media are NOT mass media.

Tracking / Effectiveness "I know that half my advertising works... I just don't know which half." John Wanamaker (1838- 1922) If this is true of your business... STOP ADVERTISING