The deck from the first Mount Pleasant Business Association Lunch and Learn Session : "Growing your Business (Part 1): Strategic Marketing and PR for Small Businesses"

1. Growing Your Business (Part 1):
Strategic Marketing
and PR for Small Businesses

2. “Marketing (and branding, and PR), is (are) remarkably simple:
You figure out whom you want to sell to,
and then you determine
how you are going to get them to buy.”
Paul Brown

4. John Park
• 10+ years in marketing & advertising
• Traditional to interactive
• Copywriter to Creative Director

5. Branding

6. How a business communicates to the outside world
Branding is

7. (NB: Marketing and PR are what a company does with that branding.)
Learning French : Branding
::
Giving a speech in French : Marketing

8. &
important because
every business needs to
connect with humans,
Branding is

9. &
important because
every business needs to
connect with humans,
Branding is
humans are wired to
respond to
humanity.

14. Don’t confuse
your business with your
brand.

15. Good business isn’t good branding
Good Business
Financial health
Good processes
Research & Strategy

16. Good business isn’t good branding
Good Business
Financial health
Good processes
Research & Strategy
But nobody thinks
this
when they see
this

17. Good business isn’t good branding
Exercise makes you a better person.
Nike makes you a better athlete.
I should buy Nikes and run more.
I feel motivated and inspired now.
When people see
“
They think:

18. Behind every great brand is a playbook
○ Brand Character
○ Brand Voice
○ Logo System
○ Messaging Hierarchy

19. Things you can do today!
❏ Create your Mission/Vision Statements : What does your organization
do? What do you want to be known for?
❏ Determine Your Positioning: What makes you better than the
competition?
❏ Set Your Buyer Personas: What do you know about your target market
and their buying habits?
❏ Craft Messaging: What do you want to communicate to the
marketplace?

20. Meredith Siemens
Meredith Siemens joined South Carolina Federal Credit Union in 2013 and serves as Executive Director,
Public Relations and Communications. Meredith manages internal and external brand image, corporate
citizenship initiatives and advocacy efforts on behalf of the $1.4 billion credit union.
Prior to joining South Carolina Federal, she oversaw marketing efforts for the economic development
agency, GLI, in Louisville, Kentucky. While at GLI, she managed corporate communications for business
attraction, financial incentives and the “Possibility City” brand. Meredith also owned a boutique PR firm,
Red Horse Publicity, served as editor of Where international travel magazine and directed marketing for
Saks Fifth Avenue in Charleston.
Meredith is actively involved in a number of organizations within the community, including the Metro
Chamber of Commerce, of which she is a 2014 Leadership Charleston graduate, Women’s Leadership
Council and Infrastructure Taskforce member. She is part of the 2015 class of the Charleston Regional
Business Journal’s 40 Under 40, active within Be a Mentor, Spoleto SCENE, March of Dimes Executive
Leadership Team and Junior League of Charleston.

21. Marketing

22. Your Mom, the Marketer
1. It’s a Small World Afterall
2. Mind your Manners
3. People Like You For You

23. And because I talk too much...

25. Josh Silverman
Josh Silverman is the Founder of Jericho Inc., a small business management firm, and 4th Wall, a
contemporary gallery and event space in Charleston. He began his career in entrepreneurship as a
teenager, having been influenced by generations of family business owners, and became a professional
business advisor in 2001. Josh has worked with hundreds of small companies on growth strategies,
capital raises, sales & marketing, as well as product development and distribution.
Josh also serves as the Managing Director of the Lowcountry Angel Network, a group of accredited
investors who meet regularly to evaluate and invest in innovative startups in South Carolina that have the
potential to transform and disrupt markets.

26. Public Relations
Reach out and Touch Someone
www.jericho.biz

27. Effective Communication
Brand = The Sizzle Marketing = The Thing PR = The Playbook
www.jericho.biz
SALES

28. Types of Public Relations
Direct
Specific audience
- Newsletters
- Email Lists
- Your Website
- Hosting Events
- Public Speaking
- “Social Media”
Indirect
Broader Audience
- News articles
- Quotes as “expert”
- Advertising
- Direct Mail
- Sponsorships
- Social Media
Internal
Stakeholders & Staff
- Communicates
changes and values
- They can express
your goals clearly
- Feedback loop
- Accountability
www.jericho.biz

29. Step 1: Getting to Know You
www.jericho.biz

30. Step 1
Customer Analytics
Who is your Audience?

31. Step 1
Customer Analytics
Who is your Audience?
Segmented Customer List
Your CRM or Database
Google Analytics
Social Media Sites (LinkedIn, Facebook)
Customer Responsiveness & Surveys
Your Customer Wishlist

32. Step 1
Customer Analytics
What did we realize?
Our Ideal Customer:
- Small Business Owner
- Less than $5M in revenue
- Less than 35 employees
- Likes collaboration
- Growing company
- Cost conscious
- Within 100 miles of Charleston
- Has been in business for 2+ years
What We Learned:
- About 50/50 Male/Female
- More interested in profiles than
business news
- Responds better to direct contact
- Prefers email over social media
- Does not buy online
- Wants bite sized information

33. Step 2: Test the Sizzle
www.jericho.biz

34. Research
Gather new lists of
potential prospects
Inquire
Meet writers, bloggers
and industry veterans
and get them as
advocates
Format
Break up your
marketing into
different topics and
types of media
Prepare
Make sure your staff
and your site are ready
to gather responses
Test
A/B Testing, trial &
error will point the way
and enhance your
knowledge
Step 2: Test the Sizzle

35. Step 3: Plan Your Attack
www.jericho.biz

36. Give me six hours to chop down a tree,
and I will spend the first four
sharpening the axe.
- Abraham Lincoln
www.jericho.biz

37. The Three C’s of PR:
Consistency
Creativity
Co-Dependency
www.jericho.biz

38. Three C’s Defined:
Consistency = Find out when they want PR, and go to your
audience on a regular schedule
Creativity = Be bold enough to be noticed
Co-Dependency = PR doesn’t exist without a clear brand
and the marketing materials that matter
www.jericho.biz

39. Step 1: Know Yourself
Step 2: Test the Sizzle
Step 3: Plan Your Attack
www.jericho.biz

40. THANK YOU
Josh Silverman
Jericho, Inc
(843) 212-8482
josh@jericho.biz
@jerichoadvisors
@4thwallchs or www.4thwallchs.com
www.jericho.biz

41. Q&A