This presentation was done to UNC-Wilmington Cameron School of Business students during their annual business week. It provided the students with a way to think about how they should be doing marketing if they take a job with a small business with low or no budget and few resources.

1. Great Marke)ng When You Don’t
Work for F5000 Company
Dan Kraus, President, Leading Results

2. Agenda
• Introduc)on
• Small Business Marke)ng Challenge
• Marke)ng re‐defined for the small business
• The System
• Q & A

3. Dan Kraus – President, Leading Results
• 20 year sales and marke)ng veteran
– 10 years in sales roles with small business focus
– 10 years in marke)ng roles with small business focus
• Corporate employment with SAP, Allaire, Great Plains
SoTware, ADP, Ar)soT
• 3 years as entrepreneur providing marke)ng services
• UMASS Amherst – Marke)ng Degree
• Authorized Duct Tape Marke)ng Coach
• Clients: Tech resellers, Telemarke)ng Firms, SoTware
Companies, Day Care Center, Doctors

4. Leading Results Overview
• Marke)ng services firm – coaching and consul)ng
» 1:1 Coaching, Group Coaching
» Frac)onal VP of Marke)ng
» Social Media Coaching and Learning
» Referral Marke)ng Coaching and Classes
• Authorized Duct Tape Marke)ng coaches
• Offices in Boston and Philadelphia
• Clients throughout North America
» Heavily weighted to technology
• We help our clients stop was)ng money on marke)ng that
does not create results

5. The Perfect Marke)ng Job Opportunity
• Reasonable, Established Budget
• Defined Goals
• Unique product/service with demonstrable
benefits
• Good brand to back it up
• Reference customers and tes)monials

6. Most small business marke)ng jobs
• Reasonable, Established Budget
• Defined Goals
• Unique product/service with demonstrable
benefits
• Good brand to back it up
• Reference customers and tes)monials

7. Why is small business marke)ng so hard?

8. What is Marke)ng?
Is this it?
Marketing, in economics, that part of the process of
production and exchange that is concerned with the flow
of goods and services from producer to consumer. In
popular usage it is defined as the distribution and sale of
goods, distribution being understood in a broader sense
than the technical economic one.
Copyright © 2003, Columbia University Press

9. What is Marke)ng?
Or this?

10. What is Marke)ng?
Or this?

11. Small Business Owner
Customer
Service
Products Supplies
Vendors
Equipment
Cash Flow
Employees
Taxes Invoices
Bills
Benefits
ess
Busin er
Own
Marketing

12. Defini)on of Marke)ng
Know Like Trust

13. Defini)on of Marke)ng
Know Like Trust
TRY Buy Repeat Refer

14. Marke)ng Has Changed
Outbound Inbound
(Prospecting, Hunting, (Attracting, Educating,
“Interrupting”) “Getting Found”)
Print Ads Blogs, E-books, White papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Optimization
E-mail Blasts RSS, Feeds

15. A Marke)ng System for Small Businesses
Prospects Can Find
You
Happy customers
Valuable content
and partners refer
drives interac)on
new prospects
Exis)ng customer
Engagement with
marke)ng drive
prospects
repeat purchases
Some Nurture Some Prospects
Prospects Buy Buy
Nurture Programs
for those who
don’t

16. Amplified by the web
Prospects Can Find
You
Blog
Happy customers
Valuable content
and partners refer
drives interac)on
new prospects
Facebook
LinkedIN
Fan Page
Exis)ng customer
marke)ng drive
Web Engagement with
repeat purchases
PR
Site prospects
2‐Step
Ads
Some Nurture Some Prospects
Prospects Buy
Outbound Twieer Buy
Nurture Programs
for those who
don’t

17. Duct Tape Marke)ng System
• Founda)on
• Content that educates
• Lead genera)on
• Lead conversion
• Customer Delight
• Harness the Internet
• Live by the calendar

18. Build the Founda)on ‐ Strategy before tac)c
• The marke)ng map
• Ideal customer
• Remarkable difference
For a small business – this is the brand

19. The marke)ng map
• Goals and gaps
» Personal, Plan, Strategic, Tac)cal
• Higher purpose mantra
• Visual – ideal customer experience
• Marke)ng dept – yes, an org chart (real or
virtual)

20. Ideal customer
What is ideal? Within This Context, then
• Profitable Define
• Values you • Demographics
• Refers • Psychographics
• Geographics
• Behavior

21. Your Remarkable Difference
It is NOT:
• The quality of the service/product
• Price
• Their longevity in business

22. You need content that educates
• A marke)ng overview
• Online educa)on
• Presenta)ons
• Content strategy

23. Crea)ng new customers
Now a business can start…
• Nurture Marke)ng
• Current Customer Marke)ng
• Referral Marke)ng
• Net New Prospect Programs
• PR & Community Outreach

24. Defini)ons for Lead Genera)on
• Nurture Marke)ng
» Regular outreach to prospects you have had a “conversa)on”
with
• Current Customer
» Outreach to customers who have spent money with you before
• Referral Marke)ng
» Gelng a name and introduc)on (implied or real) from another
that has a trusted rela)onship with both par)es
• Net New Prospects
» Outreach to a prospect you have never had a “conversa)on”
with
• PR & Community
» Press or speaking ac)vi)es that get your name in the public
domain

25. Know –Like‐Trust
Know
Like
Trust
Try
Buy
Repeat
Refer

26. Know –Like‐Trust + + + +
Know Net New
Like
Nurture
Trust
Try PR & Community
Buy
Repeat Current Customer
Refer Referral

27. Know –Like‐Trust + + + +
Know Net New
Like
Nurture
Trust
Try PR & Community
Buy
Repeat Current Customer
Refer Referral

28. Trial
Know Net New
Like
Nurture
Trust
Try Try PR & Community
Buy
Repeat Current Customer
Refer Referral

29. 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 “customers only” offering?
• What are your strategic partner pairings?

30. The Marke)ng Hourglass ‐ Tac)cs
Know
• Ar)cles you have wrieen or find valuable
• Paid Marke)ng (2 step)
• Referrals
Like
• Web site & Social Media
• Response/recep)on/voicemail
• Newsleeer
Trust
• Marke)ng kit
• Value added content
• Tes)monials & Videos
Try
• Services
• Detailed Evalua)on
• “Small” Products
Buy
• Service team
• New customer kit
• Finance/delivery
Repeat
• Post project survey
• Cross selling
• Quarterly events
Refer
• Results reviews
• Joint marke)ng introduc)ons
• Peer2peer events
© Duct Tape Marke.ng – all rights reserved

31. Harness the Internet and Amplify
• Implement a Small Business Social Media
System (social marke)ng)
• 175 MILLION people log into Facebook Daily
• 20 Million Twieer Users (80/20)
• 55 million LinkedIN members
“. . . the use of technology to co‐create
know, like and trust.”

32. Social Marke)ng Approach
1. Have a strategy that fits with your overall
marke)ng strategy
2. Listen and Learn
3. Lay out your bait
4. Trap and tag
5. Track and close

34. Create the Hub and Spoke

35. Live by the Calendar
• Quarterly or Monthly themes
• Weekly ac)ons & Deadlines
• Daily appointments

36. Summary
• Marke)ng from inside a small business needs
to boiled down to essen)als
• Generate KNOW‐LIKE‐TRUST to Drive TRY
• Then get BUY‐REPEAT‐REFER
• 5 Forms of Program
» Net New, Nurture, PR, Current Customer, Referral
• Social Media is an Amplifier
• Make It a system and manage it

37. Result
Ultimately, an effective marketing
system eliminates the need to
compete on price.

38. We help small businesses stop wasting money on marketing
THANK YOU
Ques)ons?
Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: 978-562-4161
Twitter: @LeadingResults
FaceBook: facebook.com/leadingresults
LinkedIN: linkedin.com/in/leadingresults