The document provides an overview of a marketing power workshop held on September 30, 2010 at St. Edward's University. It discusses various topics related to marketing including defining marketing, developing a marketing system, finding a core difference to communicate to customers, packaging a business, creating educational content, establishing lead generation strategies, harnessing social media and the internet, and living by a marketing calendar. The workshop also covered narrowing a business focus, product and service strategies, referral marketing, public relations, social media marketing, and marketing automation. Additional training sessions were announced on related topics like social media, referral marketing, and design.

1. Marketing Power Workshop
Sept. 30, 2010
St. Edward’s University
Professional Education Center

2. Sponsoring Partners
Supporting Partner

3. The Moxie Story
A bottle & a book

4. Definition of Marketing
Webster’s
1 a : the act or process of selling or
Know Like market.
purchasing in a
Trust

5. Definition of Marketing
American Marketing Association
Marketing is the activity, set of
institutions, and processes for
Webster’s
creating, communicating,
1 a : the act or process of selling or
Know Like market. Trust
delivering, and exchanging
purchasing in a
offerings that have value for
customers, clients, partners, and
society at large.

6. Definition of Marketing
Know Like Trust

7. Marketing is a System
1. Narrow your focus
2. Find and communicate a core difference
3. Package your business
4. Create content that educates
5. Establish your lead generation trio
6. Harness the Internet
7. Live by a calendar

8. Strategy before tactics
 Your marketing map
 Your personal and business goals
 Everything is marketing

9. 1. Narrow your focus

10. Narrow
Target market
 Your ideal customer

11. What is ideal?
 Values you
 Profitable
 Refers

12. Ideal customer
 Demographics
 Psychographics
 Geographics
 Behavior

13. 2. Find and communicate a core
difference

14. What people really buy?
 Your unique product
 Your unique service
 Your unique process
 Your unique experience
 Your unique people
 Your unique guarantee
 Your unique packaging
 Your unique delivery
 Your unique solution

15. Action steps
 Interview 8-10 ideal customers
 Why did you choose us?
 What do we do that others don’t
 Why do you refer us?
 Have you asked your employees?
What themes emerge?

16. Action steps
 Marketing purpose statement
 Remarkable difference
 Talking logo
 Core marketing message

17. Differentiate – TEAM Funding Solutions
 Marketing Purpose Statement
TEAM Funding Solutions is here to help brokers succeed
 What you do for a living? (your talking logo)
“We help customers realize their business dreams.”
 Complimentary statement
“TEAM Funding Solutions is a direct funding source dedicated
to funding "C-Credit Leases.”
 Core marketing message
“We Approve C-Credit Leases for the Broker Community!”

18. 3. Package your Business

19. Image is everything
 Conduct a communications audit
 How do you “package” your business?
 What do you name your products or service?
 How do your name, logo, branding, colors
communicate what you do?
 Quality counts

20. 4. Create content that educates

21. Content that educates
 Your marketing kit
 Your online education
 eNewsletters
 Your presentations
 Your content strategy

22. Content optimization
 Blog
 Podcast
 Photos
 Videos
 Online PR
 Social profiles
 Local profiles

23. The marketing hourglass

24. The Marketing Hourglass
• Articles
Know • Ads
• Referrals
• Web site
Like • Reception
• Newsletter
• Marketing kit
Trust • Free report
• Product Presentation
• Webinar
Try • Evaluation
• Nurturing
• Service team
Buy • New customer kit
• Finance/delivery
• Post project survey
Repeat • Cross selling
• Quarterly events
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

25. Filling the gaps – product & process questions
• Articles
Know • Ads
• Referrals
Like
Trust
Try
• Service team
Buy • New customer kit
• Finance/delivery
Repeat
• Results reviews
Refer • Partner intros
• Peer2peer events
© Duct Tape Marketing – all rights reserved

26. Marketing Life Cycle

27. The product/service mix strategy
 What is your free or trial offering?
 What is your starter offering?
 What is your “make it easy to switch” offering?
 What is your core offering?
 What are your add-ons to increase value?
 What is your “members only” offering?
 What are your strategic partner pairings?

28. 5. Establish your lead generation trio

29. Inbound lead generation trio
1. Advertising
2. Public relations
3. Referral systems

30. Advertising
 Narrowly targeted
 2-step – direct response
 Accountable
 Awareness for content

31. Advertising – Direct Response
 Print
 Broadcast
 Online
 Letters, postcards, email campaign
 Consumer or business publications, websites
 Target market trade publications

32. Seven Tips to Writing a Direct Response
Letter
1. Curiosity-arousing headline
2. Identifying a problem or a need
3. Show that your service Is the solution
4. Stress benefits
5. Offer proof you can solve the problem
6. Invite them to take action
7. Give them a way to respond

33. Public Relations
 What publications do your customers
read – online or print?
 It’s about relationships: Don’t pitch & run
 helpareporterout.com
 Monthly touch
 Submit “How To” articles
 ezinearticles.com
 Re-purpose on your web site, sales kit
 pitchengine.com

34. Create a referral system
 Teach your business
to market itself

35. The four
realities
of referral

36. #1 People make
referrals because
they need to

37. #2 All business
involves risk

38. #3 Nobody talks
about boring
businesses

39. #4 Consistency
builds trust

40. Referrals are part of a marketing system
 Authentic strategy
 Content that builds trust
 Content that educates
 Customer community
 Partner community
 Execution & Follow-up
 The perfect intro

41. Lead conversion
 Qualification – Next step
 Presentation – Internal seminar
 Nurturing – Sales cycle
 Automate & Dominate – Drip campaign
 Use a CRM tool
 ACT!
 Batchbook
 Salesforce

42. 6. Harness social media & the Internet

43. Creating your small business social
media system
“If you’re not participating in social
media, you’re not really online.”

44. Global
Internet
Users
Photo Credit: Jess3

45. 90 Trillion
The number
of emails sent on
the Internet in 2009.
Source: Jess3

46. 500 Million Active Facebook Users
Photo Credit: Source: Tech Herald
Oversocialized

47. 126 Million
The number of blogs on the
Internet.
Source: Jess3

48. 10 Billion+ Tweets Sent on
Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

49. 2 Billion Videos Are Streamed
Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch

50. What is Social Media Marketing?

51. ―Social Media Marketing: Enables Others to Advocate for
Your Business Through Compelling Content‖
Image credit: Ian Sane

52. Social media hierarchy
Micro
Social
Networks
Social
Bookmarking
Social Search
RSS Feeds
Blogging

53. 7. Live by the calendar

54. Live by the calendar
 Monthly themes
 Weekly actions
 Daily appointments
 Embrace a productivity system

55. Your questions?
 What now?

56. About Moxie Marketing
Marketing with an Attitude for Small Business
• We help small business owners and service professionals realize their
business dreams
• Install small business marketing systems & equip your company with
great creative, tools and tactics.
– Strategy before tactics
• Powered by Duct Tape Marketing, Authorized Coach
• Simple, effective, affordable
– Coaching and Consulting
• Personal - Your Virtual Chief Marketing Officer
• Group

57. About Moxie Marketing
– Creative Services – Jolly Design
• Logos, business identity
• Marketing collateral
• Web Design
– Public Relations – The Sage Closer
– SEO, SEM
– Advertising & Copywriting
– Direct Marketing
– Online Marketing & Marketing Automation

58. Rick L’Amie
• Web: www.getmoxiemarketing.com
• Blog: www.marketingwithmoxie.com
• Twitter: twitter.com/MoxieMarketing
• LinkedIn: www.linkedin.com/in/ricklamie
• Email: rick.lamie@getmoxiemarketing.com
• Phone: 512.814.MOXIE (6694)

59. Marketing Training Camp
Jan. 11 – April 19, 2011

60. Training Camp Schedule
• Session 1 - Target Market - Determining Who Is Your Ideal Target Client & Differentiate and
Dominate - Developing and Communicating Your Core Marketing Message
• Session 2 - Give Them an Image - Communicating the Complete Marketing Package
• Session 3 - A Marketing Kit That speaks to Each Prospect - Developing Marketing Materials That
Educate
• Session 4 - Marketing Story - Make Meaning By Telling Your Story & Case Studies &
Testimonials - Demonstrating Results Through Real Life Client Work
• Session 5 - Referral Marketing - Building a Systematic Referral Marketing Machine & Small
Business Advertising & Direct Mail - Every Sale Starts with a Lead
• Session 6 - Public Relations - Earned Media Attention and Expert Status & A Selling System -
Turn Prospects to Clients and Clients to Partners
• Session 7 – Social Media Marketing–Developing a Systematic Social Media Marketing System to
Enhance your Overall Marketing Efforts
• Session 8 – Marketing Automation – Creating Automated Drip Marketing Campaigns & Live by the
Calendar – Implementing a Step-by-Step, Calendar-Based Process to Keep Your Marketing Efforts
on Track.

61. Social Media Pro Workshop
Oct. 19- Dec. 14
• Session One – Creating a Social Media Strategy
• Session Two – Optimizing Brand Assets
• Session Three – Blogging for Business
• Session Four – Social Networking and Networks
• Session Five – Managing the Beast

62. Referral Engine
Power Groups
Oct. 26 – Dec. 21
• Week 1 - Introduction, goal setting and system action plan for the
program
• Week 2 - Define target referral market and core referral message
• Week 3 - Create referral education and strategic partner plan
• Week 4 - Create referral marketing offers, tools and follow-up system

63. Coming Next
• PR for the Small Business – Dave Manzer
• The Power of Effective Design in Corporate
Communications – Larry Jolly
• Productivity Tips – Maura Thomas
• Your Questions
• Special Offers
• Door Prize Drawing

64. “The Power of Effective Design in
Corporate Communications”
Larry Jolly
President, Jolly Design Inc.

70. Creating a “Happy” brand:
A strategic decision
• Must reflect what already exists.
• Accentuates the positive.
• Allays the negatives.

71. There are two things upon which success under all
circumstances rests. The one is that PURPOSE and
GOAL of the activity have been correctly defined, and
the other is to find the CORRECT ACTIONS toward
the goal. —Aristotle
Design becomes a STRATEGIC
component of your mission, and not
just a function of decoration. Design
reflects order, purpose. It is the
opposite of chaos.

77. Design as corporate strategy
(hint: engage creative people on a
strategic level)

78. 1. What are your goals?
The first question you should ask yourselves
before searching for a creative partner and
creative solutions.
• Define the problem.
• Know your audience.
• Identify the solution.
• Create a brief (set parameters, budget,
timelines, expectations).

79. 2. Choose a Creative Partner
Advertising Agencies
• Marketing Strategy Development
• Media Buying
• Message Development
• Cumbersome/Expensive
Design Firms (including freelancers)
• Creative Interpretation of message (―flair‖)
• Execution across a variety of media, including web
• Nimble/Less Expensive
In-house Designers
• Always available
• Know the company
• Least expensive

80. 3. How to engage: Ask questions.
• Portfolio
• Experience
• Cost
• Methodologies

81. 4. Ask for proposal
• Must feel good about working with the firm
• Don't let budget be sole determining factor
- Don't be afraid to negotiate
• Don't ask for "spec" work

82. 5. The Process: where design shines.
Pique visual interest. Invoke emotional
response. Give people something they can
relate to on a personal level, not just
information.
Start here:
– Who are you?
– What do you do?
– Why should I care?

83. Design basics
Arrange information in scannable,
digestible chunks.

84. Design basics
Use pictures. White space is good.

85. Design basics
Know your audience. Wow them in
THEIR language.

86. Design basics
Make it readable. Use color!

87. Design basics
Too many rules. BAD. (Don’t try this
at home!)

88. Design basics
Call to Action!

89. Design basics
Have fun!

90. Case Study
Texas Nurses Association (TNA)

91. The Problem
• 100 Years Old (and looked like it)
• Disaffected membership
• Disinterested/Uninformed market
• Dwindling income
• Ineffective outreach
• Irrelevant content (no compelling
cost/benefit)

92. 100 Years Old (and looked like it)

93. Outdated/Inconsistent Branding

94. Disaffected membership

95. Ineffective outreach
Irrelevant content (no compelling cost/benefit)

96. The Solution
HONOR 100 Years
- Accentuate value of age and experience,
not hide it.
Make it RELEVANT to younger nurses
- Use real people, real stories, great photos.
Clearly show BENEFITS to joining
- Address objections head-on.
PUSH membership

101. Results/Follow-up
Greater visibility
Higher interest
Reversal of membership decline
Continuing campaigns &
Web Site optimization

102. Case Study
Newgistics

103. The Problem
• Successful Returns Logistics
Company
• Oversaturation in too small a niche
• Larger companies beginning to offer
returns solutions

104. Old Logo

105. Overview Brochure

106. Overview Brochure

107. Overview Brochure

108. The Solution
• Remake the company into both a forward
shipping and return shipping resource
• Create new brand that clearly acknowledged
new focus
• Leverage brand equity and expertise from
past successes

109. New Logo

110. Overview Brochure

111. Mailer
Sales kit

112. Trade Show Booth

113. New Website

114. Results/Follow-up
Successful re-branding
Renewed customer interest
Aggressive positioning
Expanded marketing opportunity

115. Summary
If PAIN is the catalyst for change…
then PLAY is the balm that helps the
medicine go down. PLAY. Hard.
– Act like an entrepreneur.
– Think like a startup.
– Work like a dog.
– Spend (Don’t save for a rainy day. It’s storming!)
– Dance like no one’s watching. Have fun.
Get creative. Take some risks.

116. PR for Small Business
Dave Manzer

117. Reasons to do PR
• Traditional marketing – email, direct
mail and telemarketing – less effective
• Competitors have gotten good press
• Nobody has heard about you
• Marketing budget got cut

118. PR Myths Debunked
• You have to be a big company to get media attention
• You need a product launch to have earth-shattering
news to do a press release
• Nobody wants to hear news about small companies
• Press releases are a dying art form in today’s social
media dominated world

119. PR Defined
• What is PR?
– A fun way to promote your company
– A way to be more visible & different from the rest
– An effective way to be in the buyer’s mind
• What PR is not:
– Too expensive for Main Street companies
– Spam, telemarketing or other annoying
interruption-based marketing
– Ineffective at generating sales

120. Benefits of PR
• More credibility for your
business: “Expert Factor”
• More recognizable brand in
public’s eyes – “Top of Mind”
• Revenue growth
• Search engine optimization
(SEO): website traffic & leads
• Low cost per 1,000
• Create Buzz & Word of mouth
referrals

121. Tools of PR
• Press releases
• Writing articles
• Public speaking
• Newsletter
• And New Technology: Video Press Releases,
Social Media

122. Anatomy of a Press Release
• Newsworthy: Product launch, strong growth, internal
expansion, geographic expansion, new promotion
• Header: logo, “For Immediate Release,” contact name, phone
number, & email
• Strong Title: 8-22 words total filled with action words with (or
without) company name
• Sub-title: Descriptive restatement of title sometimes adding
more detail with (or without) company name
• Body: 400-600 words in short paragraphs with quotes from
business and customer/3rd party; include domain name
• About Company: 4-6 lines max (KISS); include domain name

123. FOR IMMEDIATE RELEASE
Dave Manzer
(512) 963-9924
dmanzer@thesagecloser.com
Video News Release Service from The Sage Closer Offers Software and
Hardware VARs Global News Distribution
PR provider adds video news release production and distribution service to help VARs receive news coverage
in global online news websites
Austin, Texas – September 21 – The Sage Closer, a provider of PR services to VARs worldwide, has launched a video
news release service to help VARs receive greater media coverage on the Internet. The video news service, called ―VAR
NewsBeat,‖ will allow software and hardware VARs to reach a global audience with professionally-produced news and
branding messages.
Taking advantage of the competition between online media outlets for breaking business news, The Sage Closer has
negotiated distribution rights that will give VARs exposure in North America, Europe and Asia. Several news content websites
with a VAR market emphasis have expressed interest in receiving short video news releases to share with their community
and help drive online ad revenue.
VAR NewsBeat will feature news in 90 second segments about VARs in the SMB market, notes Dave Manzer, founder and
president of The Sage Closer. ―Each video news story is produced in a film studio with a news anchor reading from a
teleprompter,‖ he says. ―Images and additional video will be added to the news release to enrich the viewing experience.‖
Many VARs have been reluctant to use video as a way to market their business, which Manzer believes is not necessarily a
bad thing. He warns: ―Pitfalls abound when considering video for promoting business. SMB VARs are wise to weigh costs
versus benefits to the business first given the potentially high production costs and uncertainty over how video will translate
into new business.‖
In addition to one-minute news releases, The Sage Closer will also feature VAR profiles and interviews with well-known
experts in VAR sales and marketing. Manzer says that VAR NewsBeat’s goal is to create more awareness of new products
and breaking announcements for VARs and their vendors in North America, Europe and Japan. He adds: ―Because traditional
news outlets are biased toward large enterprises, an incredible demand for news about the SMB market goes unmet because
there are few content producers willing to focus on smaller companies.
About The Sage Closer
The Sage Closer is a public relations advisory firm that helps technology businesses build brand equity, increase website traffic and grow
revenue. For more information on how The Sage Closer can help your business reach a wider audience of potential buyers and media,
please visit our website at www.thesagecloser.com/ or call us at 512-963-9924.

124. Pitch and Placing Story in Media
• Research: Find out which publications, blogs, TV stations or other
media is the best fit for your news story
• Email Pitch Summary: Give the Who, What, Where, Why and How
succinctly; be sure to stress why the story is valuable to
publication’s readers/viewers
• Memorize Pitch: Be able to recite pitch on phone or in-person
• Follow-up: Always follow-up on email pitches and even initial
phone calls with a phone call
• RESPECT: Treat journalists and other media contacts with respect;
don’t keep them on the phone for long, and always thank them for
their time
• Feedback: If story did not run, find out why and improve it.

125. (or how to get media
PR Tactics…
attention)
• Sponsor a worthy cause
• Tie into a holiday or a bigger story of national, regional or
local importance
• Launch a new product
• Conduct a survey
• Stage an event
• Chair or lead a local issue committee

126. New Technology: Social Media
Release
• Twitter: good for spreading news to
wide network
• Get Found: Allows media to find you
using keyword/subject search
• Repeat Please: Share news more than
once across multiple social media
platforms
• SEO: Drives website traffic and improves
search engine ranking
• Internet Distribution: PRWeb.com and
Pitchengine.com both have some social media
release functionality

127. New Technology: Video Press Release
• YouTube: Video news is next wave of social media and can be
posted on blogs or sent to news websites
• Blog: Include video on blog
• Social Media: Post video news on Twitter, LinkedIn, and
Facebook to drive traffic
• Professional: Make a strong statement with professional
quality video; first appearances make lasting impressions

128. Summary
• PR costs less than advertising and most marketing
• PR builds your brand
• All companies can do PR/small companies can do it too
• Effective SEO tool
• Can generate new business

129. Dave’s Quick PR Tips
• One press release a month for SEO and lead gen
• Don’t be afraid to target national or regional publications
• Follow up with media (and be nice)
• Go for maximum impact in Title to hook reader

130. Questions?
Dave Manzer
Phone (512) 963-9924
Email: dmanzer@thesagecloser.com
Website: www.thesagecloser.com

132. Special Offers
• Look in your Pocket folder / Evaluation
• Register today or by midnight Oct. 1 to save $100
– Social Media Pro Group Training
(Oct. 19 – Dec 14, 5 sessions)
– Referral Engine Pro Power Group
(Oct. 25 – Dec 21, 5 sessions)
• Register by Oct. 8 to save $200
– Marketing Training Camp
(Jan. 11 – April 19, 2011, 8 sessions)