The document outlines Stuart Atkins' 15-principle Marketing Stimulus Plan to help businesses during the economic downturn. It discusses evaluating costs, using PR for branding, shifting from direct mail to email marketing, choosing a marketing orientation, going green, and engaging customers. The full plan details all 15 principles and their application, and interested readers can contact Atkins to book him as a speaker.

1. The Atkins Marketing
Stimulus Plan
by Stuart Atkins, MBA
http://atkinsmarketingsolutions.com
Copyright 2009, Atkins Marketing Solutions

2. The Facts…
• Worst economic downturn since 1945
• America has had10 self-correcting recessions since 1945
• This one is different
• Unemployment at a 26 year high (9.4%)
• Recovery time-frame uncertain
• Debt caused the problem
• How will more debt solve it?
Copyright 2009, Atkins Marketing Solutions

3. What Can You Do?
A Marketing Stimulus Plan!
Apply 15 Principles
Copyright 2009, Atkins Marketing Solutions

4. #1: Essence vs. Attribute
What is Marketing?
“Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.”
American Marketing Association
Copyright 2009, Atkins Marketing Solutions

5. #2: Evaluate Costs
• Develop a Financial Plan
• Renegotiate with:
• Suppliers
• Vendors
• Service Providers
• Other Misc. AP Accounts
Copyright 2009, Atkins Marketing Solutions

6. #3: Prime your PR
• PR is Great for Cost Effective:
• Branding
• Telling Your Story
• Make your Small Business look Big!
• Online PR services like PRNews.com
• Custom Targeting
• Custom Segmentation
• Advanced Reporting Metrics
• SEO Features
Copyright 2009, Atkins Marketing Solutions

7. #4:“D” to “E” Mail Shift
• Direct Mail is Outdated:
• Slow
• Limited Reporting Metrics
• Low Response Rates
• E-mail Campaigns:
• Fast
• Detail and Rapid Reporting Metrics
• Higher Response Rates
• Less Intrusive
• Significant ROI
Copyright 2009, Atkins Marketing Solutions

8. #5: Choose your Orientation
• Sales
• Production
• Societal
• Market
What’s Yours?
Copyright 2009, Atkins Marketing Solutions

9. #6: Go Green
• Green is Good!
• Can “Green” give you Green $?
• Rethink your raw materials and services
• Is your messaging beyond the ozone layer?
• Take small steps toward greener pastures
• Don’t force it!
Copyright 2009, Atkins Marketing Solutions

10. #7: Engage Customers
• Ask Yourself One Key Question: Do You KNOW your
Customer?
• Do you:
• Follow Up?
• Care about Customer Service?
• Care about Customer Satisfaction?
• Empower Employees to Solve Problems NOW?
• Reconnect with past customers?
• Online Surveys?
Copyright 2009, Atkins Marketing Solutions

11. Are You Curious?
Do you want to know:
• The details of all 15 principles?
• The application of all 15?
• The remaining 8 principles?
• How to book speaker, Stuart Atkins, for
your meeting, event or tradeshow.
Contact Stuart Atkins, MBA @
http://atkinsmarketingsolutions.com/
Copyright 2009, Atkins Marketing Solutions