Marketing for Small Business - Packers Mentor-Protege Program Presentation

Marketing for Small Business
The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

Green Bay Packers Mentor-Protégé
Program
November 16, 2011

The MarketingSavant Group 888.989.7771

After-Event Slides & Resources

• The slides and resource links are available
electronically after the event:

www.marketingsavant.com/protege


Definition of Marketing

Know Like Trust

Try Buy Repeat Refer Share

The MarketingSavant Group Adapted from: Duct Tape Marketing
888.989.7771

Marketing is a System
Your Marketing Map
Ideal Customer
Differentiation
How We Buy
Content That Educates
Embrace Inbound Marketing
Live by the Calendar

888.989.7771

Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Crisis In Mass Marketing
• 18%: Proportion of TV advertising campaigns generating positive ROI
• 54 cents: Average return in sales for every $1 spent on advertising
• 256%: The increase in TV advertising costs (CPM) in the past decade
• 84%: Proportion of B2B marketing campaigns resulting in falling sales
• 100%: The increase needed in advertising spend to add 1-2% in sales
• 14%: Proportion of people who trust advertising information
• 90%: Proportion of people who can skip TV ads who do skip TV ads
• 80%: Market share of video recorders with ad skipping technology in
2008
• 95%: The failure rate for new product introductions
• 117: The number of prime time TV spots needed to reach 80% of adult
population – up from just 3 in 1965
• 3000: Number of advertising messages people are exposed to per day
• 56%: Proportion of people who avoid buying products from companies
who they think advertise too much
• 65%: Proportion of people who believe that they are constantly
bombarded with too much advertising
5

We’re All Marketers Now…
“To truly engage customers for whom “push”
advertising is increasingly irrelevant, companies
must do more outside the confines of the
traditional marketing organization. At the end of
the day, customers no longer separate marketing
from the product—it is the product. They don’t
separate marketing from their in-store or online
experience—it is the experience. In the era of
engagement, marketing is the company..”


• Marketing Strategy Map
• Audience – Ideal Customer
• Differentiate

STRATEGY BEFORE TACTICS


Take the Long View

• Most businesses are quick to test tactics,
but aren’t taking a larger strategic view
• So…most are doomed to underperform


Your Marketing Map


Define the Ideal Customer

• Objective: Define the behavioral
characteristics of the target audience for your
selected organization.
• Objective: Do business with your ideal
customers – Red Velvet Rope Policy
• Activity: Review audience demographics.
• Activity: Build reliable buyer personas
• Outcome: Be clear about the makeup of the
audience.

Buyer Personas Bring Focus


What Does a Persona Look Like?
Here’s a sample persona checklist. The precise details you’ll want to include
depend on your organization’s marketing strategy. No matter your goals, here’s
what you’ll want to include in your personas:
• A one to two page narrative profile, for each persona.
• A few fictional details about the persona’s life—an interest or a habit—that
makes each person unique and memorable. When you start here, the
hypothetical constructs spring to life.
• Brief outline of a daily work day or day at home (depends on who you are
trying to reach), including specific details, likes and dislikes.
• Name, age, photo and personal information.
• Work environments if you’re trying to reach professionals, rather than
individuals, including length of time in the job, professional development
habits, information- seeking habits and favorite resources, personal and
professional goals, colleagues with whom the persona works most closely, etc.
• Personal and professional goals.


Differentiate


How Am I Different?

• 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?

888.989.7771

What Do 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

888.989.7771

How Do You Say What You Do?

• What you do for a living
“We help contractors get paid faster”
• Complimentary statement
“Zoning adjustment compliance system”
• Positioning goal/statement
#1 Design/Build Architect
• Core marketing message
“The Contractors Architect”

888.989.7771

• How People Buy
• Embrace Inbound Marketing
• Content That Educates
• Live by the Calendar

MARKETING IN THE ERA OF
ENGAGEMENT


How We Buy


Your SMOT is My ZMOT…

• 79% of US consumers have used the internet to find a
local business in the last 12 months
• 71% of US consumers have consulted online customer
reviews of local businesses
• 55% of US consumers trust a local business more after
reading positive online reviews
• Younger consumers are more believing of online
reviews than older consumers
• 50% of US consumers are more likely to use a local
business having read positive online reviews
• 67% of US consumers trust online reviews as much as
personal recommendations
Source: BrightLocal.com

The Way It Was…


The Way It Is Today


Map the Path to Purchase

But…what should
we do next?

Source: Ogilvy www.marketingsavant.com

Media Convergence

“Current media mix models are falling down; they are
based on older research models that assume media
channels are by and large independent of one
another. As media consumption changes among
consumers, and marketers include more digital and
disparate channels in the mix, it is more important
than ever to develop new media mix models that
recognize the intricacies of channel interaction. Since
online media is often linked closely with other media
(TV can drive search, search can drive magazine usage
and so forth) we need to adopt new ways of
measuring to account for the true complexity of
media in the digital age.”

Razorfish, Digital Outlook Report

http://www.flickr.com/photos/madison_guy/2957546820/sizes/o/

Embrace Inbound Marketing


News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers

Infographics
Comment Marketing

Social Networks
Online Video
INBOUND MARKETING!
Forums (AKA “free” traffic sources) Webinars

Social Bookmarking Word of Mouth

Direct/Referring Links Podcasting

Type-In Traffic Q+A Sites

http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

Marketers Need to Adapt


Create Content That Educates


The Content Formula

Competence, purpose and Strategic use of TLM tools Thought leaders and
core market and channels with media trusted advisors occupy
understanding inform the collaboration garner your the greatest share of mind
point of view & thought share voice in the industry among business buyers.
leadership platform. and spark the industry Share of mind predicts
Thought leaders outshine dialogue around your share of market. Thought
their competitors who ideas. Leadership Marketing
compete on price and As buyers seek out more steadily increases your
advertising. real market dialogue, SOV SOM with buyers,
is an increasingly important growing your share of
factor contributing to market.
marketplace success.


The Sphere of Interest 31

• Identify your target State & National
audiences and subgroups Parks

Health
Enthusiast

Family Travel
Bike
Bike Clubs
Safety Bike
• Think in terms of what Shop
associated groups are
Fitness & Bike
important to your audience Training Racing

that connect to (touch) your
product or service
Healthy Eating Organic Gardening


Publish on Schedule – “1-7-30-4-2-1”

• 1 = Daily
• 7 = Weekly
• 30 = Monthly
• 4 = Quarterly
• 2 = Bi-Annual
• 1 = Annual

Source: FusionSpark Media www.marketingsavant.com
The MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Map Out the Publishing Process


Map Content to Consumption

Know Like Trust Try Buy Repeat Refer

Articles Web site Marketing Webinar Service Post job Results
Kit Team survey Reviews
Ads Reception Evaluation
New
White Cross Partner
Referrals Newsletter Nurturing Customer
paper sell Intros
Kit
Sales Finance Quarterly Peer2Peer
Presentation Delivery Events Events

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Are You Easy to Do Business With?

• 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?


Live By The Calendar


Connect to Your Marketing Map


WRAP-UP & REVIEW


Smile if you liked it!

The MarketingSavant Group
888.989.7771
dana@marketingsavant.com

Questions?


For help with your Marketing Strategy,
download our free e-books!
marketingsavant.com/protege


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