A presentation before the Galloway Township Business Association on easy ways small businesses can maximize their relationship with The Press of Atlantic City to gain SEO, market cost-effectively, and maximize reach. In today's marketplace, competitors are global even for small businesses, and the need for a unique selling proposition and marketing plan is more critical than ever. A sample integrated marketing media plan is presented.

1. 10 tips on
multi-media marketing for small
businesses
Rhona Bronson
Director of Marketing
609-272-7105
Rbronson@pressofac.com

2. Marketing Definition
Small Company Marketing:
• Reach customers
• Touch customer
• Shorten the sales cycle
• Is memorable

3. 1. Commit to Marketing

4. 2. Commit Early
(era of speed dating)
“…in the Mad Men
era, we added
marketing last.
In the connection
era… Marketing is
first.
Source: http://sethgodin.typepad.com/ When Shoud We Add Marketing, 3/19/12

5. 3. Invest
(you get what you pay for)
• Pay in Time
• Pay in Money
• Pay for Value
It’s all Marketing!
Source: http://terrypetrovick.com/personal-development/entrepreneurs-get-paid-for-results-not-time-spent/

6. 4. Recognize Reality
(aka The Recession)
• Deals
• Value
• Discounts
• Personalization or
Relationship

7. Case Studies
Repeated twice $2,725

8. 5. Know Your USP
(unique selling proposition)
• What Makes You
Different/Special?
• Is the difference
something consumers
value?
• Market your USP
aggressively
• Tell Your Story

9. 6. Get Found Listed
• Google - 20% of all searches are
related to location. 40-50% mobile SEO Key
searches are local. wo
rds
– Nike shoes in Atlantic City
– Dentists 08240 SEM
ge
Landing Pa
n
• “Businesses are missing out on at O ptimizatio
least 20% of their potential traffic Met
a ta
by neglecting to optimize for local gs
search terms.”
Source: ezlocal.com http://ezlocal.com/blog/post/Some-Useful-Local-Search-Statistics.aspx

10. Case Study
The listing The Results
The animated ad

11. 7. Make Good Ads
(Marketing Basics)
• Size
• Color
• Creativity

12. Case Study

13. Catching Business
Good Ads Bad Ads

14. 8. Be Obvious
(multi-media ubiquity)
• Consistency
• Frequency
• Reach
• Right Reach

15. Case Study
Biz-
Finder Print
Facebook
Online
My Shore
Deals

16. 9. Set Marketing Focus
Check only 1:
 Get found
 Create new audiences
 Drive web traffic
 Drive store traffic
 Create awareness
 All of the above

17. Case Study

18. 10. Mix ‘n Match
Create Your Own Recipe for Success
Media Plan
Project:
Date:
Marketing Planner:
Desired Audience:
Geographic Reach:
Week Beginning - Mondays Month 1 - May Month 2 - June Est. Cost Est. Return
7 14 21 28 4 11 18 25
Digital
My Shore Deals
Biz Finder
Online Hometown Ad
Print
Hometown Ad
My Shore Deals Front Page
Targeted Flyer Insert POAC
E-mail
Monthly customer newsletter
Social Media
Facebook site linked to BizFinder
Point of Purchase
Hot Item Shelf Talker
Out of Home
N/A
Events
Open House (noted in ad)
Public Relations
PR Release to Biz Editor
Misc/Guerilla
TOTAL est. media cost

19. Thanks!
Let’s Keep Talking
Rhona Bronson
Director of Marketing
609-272-7105
Rbronson@pressofac.com
MediaSolutions@pressofac.com