The document outlines various marketing strategies and methods aimed at effectively promoting products or services to potential customers. It emphasizes the importance of defining target markets, conducting competitive analysis, and focusing on the emotional benefits of products over features. Additionally, it highlights the necessity for a structured marketing plan and ongoing customer engagement to ensure business growth.

1. Marketing for Growth
Wayne Brass
Art Mahoney
Rob Duncan

2. Marketing is…
• the combination of
varying methods and
strategies to get your
product or service
into the minds and
hands of prospective
buyers.

3. Define Your Target Market
• What potential customers have specific needs
that can be addressed by the product/service?
• How might potential customers choose to access
the product/service?
• How much are potential customers willing to pay
and how?
• Who are the competitors?

4. Define Your Target Market
Segmentation Strategies
• Behavior
• Benefit
• Demographic
• Geographic
• Psychographic

5. Competitive Analysis
• Where are people currently filling this need?
• Who are your competitors? Direct & Indirect
• Why do people buy from them?
• What are their products/services?
• What are their USPs (Unique Selling
Propositions) and Benefits?
• How do they market? Is it working?

6. Defining the Product / Service
• What do you offer that your competitors don’t?
• Are you selling Features? or Benefits?
– Benefits are the problem it solves.

7. Focus on Benefits
• Every buying decision has an emotion attached
to it.
• Emotion is what you touch when you sell
benefits and not features.

8. Why Market a Product / Service?
• If you don’t, who will?
• How will your customers know to find you?
• How do you know you are reaching your
potential customers?

9. Outbound Marketing Includes
• Sales
• Advertising and Promotions
• Public Relations
• Networking
• Internet Marketing
• Customer Service
• Customer Satisfaction

10. ELEVATOR PITCH
• Introductions
• Sales Opportunities
• Employment Tactic
• Raise Money

11. Branding Strategy
• Brand Name
• Packaging
• Ad Content
• Image and Culture
• Consistency
• Sales Force
• Value / Pricing

12. Your Marketing Plan
• Include:
– Descriptions of type of marketing
– A marketing timeline
– Probable reach or coverage
– Estimated cost
– Number of uses
– Short explanation of thought process
– Expected result (ROI)

13. Your Marketing Plan
• Determine which Marketing Tactics you will use
to get your message to your audience.
• Write it all down.
• Keep good records – so you can evaluate later!!

14. Marketing Tactics Include…
• Advertising
– Media – radio, television, infomercials
– Print – newspaper, magazine, classified, yellow pages
– Mini-Media – business cards, stationary, brochures,
flyers, banners, signs, posters, newsletters, coupons,
door hangers, gift certificates, direct mail, catalogs,
etc
– Other/Extreme - outdoor boards, bus wraps,
sponsorships

15. Marketing Tactics Include…
• Sales
– Personal sales, Telemarketing
• Public Relations
– Publicity & Press Releases
• Promotions and Premiums
– Contests and Sweepstakes
– Events
– Frequent Buyer Programs
– Loyalty Programs

16. Marketing Tactics Include…
• Networking
– Everyone you know, Everyone you meet
– Community Involvement
– Trade and Professional Associations
• Internet Marketing / Web Site
– Can be advertising
– Can be a distribution channel
– Can be your location

17. You Must Have a Plan!
• Random or one-shot marketing and advertising
efforts almost NEVER work!

18. Referrals and Repeat Customers
• 90% will take a referral over a sales person
• Need to see your name up to 9 times through
advertising efforts to achieve awareness!
• Easier & cheaper to retain an existing customer
than to find a new one
Any given company loses between 20 and 40
percent of their customers annually!

19. Importance of Customer Service
• Customers return and purchase again
• Customers try new products
• Customers tell others about our business,
products or services

20. Customer Satisfaction
Why do Customers Leave? Why do Customers Stay?
Reason Given Percentage • Unanimously Report
Move or Die 4% “Because they care!”
Other Company Friendship 5%
Competition 9%
Product Dissatisfaction 15%
Feel Unappreciated by an 67%
Uncaring Company

21. Plan Ahead
• Do an annual S.W.O.T. Analysis
– Strengths, Weaknesses, Opportunities, and Threats
• Run with a strategy at least 3-6 months
• Monitor and measure the results.
• Be flexible and adaptable
• Remember main keys - Benefits & Frequency.

22. SWOT Analysis
Internal
Strengths
S W
Weaknesses
External O T
Opportunities
Threats

23. Questions?

24. Thank you!!
www.sbdctampabay.com
813-905-
813-905-5800