For most entrepreneurs, marketing tends to take a back seat to the more pressing needs of running a business. Likewise, most people didn’t start their business because they couldn’t wait to build their website or launch a marketing campaign. But the fact remains, marketing is essential and it works – if you approach it the right way. In this presentation, you’ll learn how to identify your marketing style; what marketing tools are a good fit for your business and how to make the right marketing investment.

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Not A Marketer?
Daniel Boone, Exec. Director, Integrated Programs
#smallbusinessrevolution
Not a Problem!

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What and Why
• For most entrepreneurs, marketing takes a back seat to
running a business.
• You didn’t start a business because you couldn’t wait to
build a website or launch a marketing campaign.
• But marketing is essential and it works – if you approach it
the right way.
• The Key: know what you want to do and use the right tools.
• Rarely is it about growth, more often it’s about relationships.
• Good marketing, like your business is an extension of you
and your dreams.
• If you plan the work and work the plan it can actually be fun.
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Contents
• 4 types of operators and 4 types of marketers
• How to identify your marketing style
• What’s your passion?
• What marketing tools are a good fit for you
• Some of the tools all of the time; all of the tools some of the time
• How to make the right marketing investment
• No need to overthink it
• Don’t be shortsighted
• Q&A & resources
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4. Your Marketing Style
Everybody’s got one
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4 Types of “Operators” and 4 Types of “Marketers”

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What Type of Marketer are You?
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Marketers 42%Keepers 45% Builders 12% Avoiders <1%

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The Keeper
• Loves the status quo
• ROI driven (some risk aversion) but to a point
• Affordability important – not active marketers
• Doesn’t need best in class if it satisfies needs or
customer needs
• Primary concern – stay connected with customers
• Tends to be a bit smaller or work with a partner
• Will seek help if it provides a demonstrable ROI
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The Marketer
• Early adopter of technology and ideas
• Likes to be/use best in class
• Likes to deliver great experiences- heavy users of
online marketing tools
• Has very high expectations for self and others
• A thought leader – a “go to” for advice (maven)
• Slight tendency to be larger (10+ employees)
• Very competitive – does a lot on their own but will
seek help if something is beyond their skills
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The Builder
• Focused on retaining customers and building their
brand
• Customer satisfaction is everything – but some
interest in growth
• Consider change/upgrades and doing more on-line if
those changes improve customers perceptions of
them or helps satisfy customers
• Most appreciative of customer service/support when
dealing with others
• It’s all about building trust and loyalty for and from
customers
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The Avoider
• Needs things to be easy
• Typically a straightforward sales process focused on
acquisition
• KISS
• Avoids risk
• Seeks trusted relationships
• Not sophisticated marketers – heavy users of off-line
marketing techniques
• Vintage music example
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12. What tools best fit
your style?
This may surprise you
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If all you have is a hammer, everything looks like a nail
• It’s not the what or which… it’s the why
• Some basics everyone needs
• Lots of people out there selling hammers and every problem you have can be
solved by the one thing they offer
• A tale of two guys named John
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The “Marketer’s” Toolkit
• High end of online marketing spectrum, lots of social media
presence – likes followers, likes exposure, needs high traffic
• Likely invests in local listing services, may do radio and TV
• May engage in paid search and also rent prospect lists (EM/DM)
• Needs email to nurture a complex sales process
• Will invest in new things -- always looking for the next best thing
• Still uses print but does so in an integrated way, would prefer
online
• Probably has a professionally designed logo – probably paid too
much for it.
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The “Keeper’s” Toolkit
• Needs to be sure current customers can find the
business, so likely has social media presence and a
basic website
• Listed in a modest number of local directories (on and
offline)
• May use email to push blog content or newsletters, alert
customers to special deals or new developments
• May have a customer rewards program (if in retail
space) and collects customer data to build email file and
direct mail file
• Probably has a logo, but may not be a professionally
designed one – maybe didn’t invest enough in it.
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The “Builder’s” Toolkit
• Most likely to have a professionally designed logo and one
that a lot of thought went into. Maybe had the logo before
the business launched.
• Almost certainly has a worked out marketing plan
• Likes to make sure all touch points on and off-line look and
feel the same
• Site must be a complete reflection of their brand and needs
to differentiate them in their market
• Leans towards high-end off-line tools, local radio & TV
• May sponsor a lot of customer-focused events
• Likely to send high-quality holiday cards and anniversary
notices
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The “Avoider’s” Toolkit
• Well…
• Yellow Pages best customer
• Hires boy/girl scouts to distribute door hangers
• Built a website once, but still isn’t sure why
• If they have a logo – a friend of a friend designed it for
free
• Might sponsor a little league team if pushed to it
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19. How much should
you spend?
It’s best to have a plan and work
that plan.
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First a few questions…
• Do you want to grow?
• How much is a new customer worth over a lifetime?
• How much can you afford to spend to acquire/keep a
customer?
• What’s the long-term plan? How much income do you
want/need?
• Can you afford to be upside-down initially?
• Do you have the time and resources to on-board new
customers?
• What options are you most comfortable with and best fit your
objectives, market and style?
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This is the last marketing calculator you’ll ever need!
• Here’s how to figure it out:
• Avg. gross margin/transaction – COGS (include EVERYTHING) x # transactions annually x
expected retention (years) = Acceptable cost of acquisition
• It is much more expensive to acquire a new customer than to retain one – perhaps 5x so the
formula for retention should factor that in.
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Simple Marketing Calculator
Gross M argin/ transac tion 500$
m inus (-)
Cost of Goods Sold 400$
tim es (x)
Number of Transac tions Annually 2
tim es (x)
Years c ustomer ratained 4
eq ua ls (=)
Ac c eptable c ost of ac quisition/ c ustomer 800$

22. Conclusion
Whew!
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So…
• It’s about you and your marketing style – and remember, we all have all of
them in us, just a matter of which one you most embody.
• Some tools everyone needs, others – only if they fit your needs
• You need to think about (but not overthink) how much you should spend
• What you do spend will not likely payoff in the short term no matter what
type of marketer you are and your level of comfort with risk or need for ROI
• Remember an investment in marketing is an investment in your dream!
• Q&A
• Some links: decks, calculator and What's Your Marketing Style
(surveymonkey.com/r/XRHBNLK)
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