Strategic Marketing and Sales for SparXX
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This document outlines Kristin Slice's presentation on developing an effective marketing strategy. The presentation covers defining goals, target audiences, and unique value propositions. It discusses evaluating potential customer segments and integrating different marketing tools and channels, including social media, websites, email, and advertising. The presentation emphasizes developing a marketing strategy through research, monitoring results, and continuously repeating the process of implementation and measurement to ensure return on investment. The overall objective is to provide business owners with the basic framework for putting together and executing a successful marketing plan.
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Strategic Marketing and Sales for SparXX
- 1. Marketing Strategy Presented by Kristin Slice, MA Maricopa Small Business Development Center
- 2. Me: Kristin Slice, MA Business Analyst, SBDC Certified Social Media Strategist Entrepreneur
- 3. You:? What marketing questions are you dying to get an answer on?
- 4. Objectives Ensure every participate has the basic building blocks of an effective marketing strategy. As a business owner you know enough about best practices to ensure ROI.
- 5. Road Map BMC and Marketing Marketing Foundation: Trends Influencing Today’s Marketing Marketing versus Sales Putting Together a Marketing Strategy: Marketing Research Putting Together a Campaign Executing Marketing: Tools Best Practice Monitoring
- 6. How do you feel about marketing and sales in your business?
- 8. Everything I know About Marketing…..
- 9. BMC
- 10. Relationship Building – People Purchase Differently – Value Based Leveraging Tools and Resources – Creating System – Not focused on Pure Lead Generation Trends
- 11. Sales Watcha got there? I’ll take it! Watcha got there? I’ll take it!
- 12. Sales Engine- Sales Marketing – The Body What is the purpose of your car ? Where are you going? Engine- Sales Marketing – The Body
- 13. • Goals • Target Audience • Unique Value Message Putting Together Your Strategy
- 14. Yes, Kristin that is lovely but how do I find out those things ?
- 15. BMC
- 16. Where do I start? Ask yourself these questions about the potential customer segments you identified: 1. Is the customer well funded? 2. Is the customer accessible? 3. Does the customer have a compelling reason to buy? 4. Is our competition vulnerable in this segment? 5. If we win this segment, will other segments be easily accessible? 6. Is the market consistent with the values, passions, and goals of the founders/team?
- 17. Where do I start? Circle the 4 segments with the most Y’s • This is just a place to start • These are all guesses • You don’t have the answers • I don’t have the answers • The customers have the answers • GET OUT OF THE BUILDING!
- 18. “Do’s” • “Tell me about _____ “ • “What part of that is most stressful?” • “What’s the biggest problem or annoyance when it comes to _____ ?“ • “How have you tried to do to address [solve] that?” • “Is there anything I missed or should have asked you?”
- 19. “Do-nots” • “Let me tell you about _____ “ • “I know this is really stressful because _____” • “I have this solution that does this _______” • “What if we worked together to _____ ?” • “What’s your budget for solving this problem?” • “How much would you pay to get my product?”
- 20. BMC
- 21. Putting it Together •What tools are going to be the most effective? •Do all of the tools work together? Now…NOW you can start marketing.
- 22. Example: Lupe • Background • Problem • Goal • Solutions • Results
- 24. Activity What type of marketing tools are you using / thinking about using?
- 25. • Definition • When it is the most effective? • Common mistakes Advertising
- 26. • Definition • When it is the most effective? • Common mistakes Social Media
- 27. • Definition • When it is the most effective? • Common mistakes Website
- 28. Email Best Practices: Professional Looking 3 Pictures of Less, 20 Lines of Text Targeted Good Subject Lines Integrated with marketing / social media.
- 29. Online Marketing
- 31. Next Steps Implement Your Strategy! Connect with a Counselor for Support Make Money
Editor's Notes
- Introduction of myself and go around the room
- Intro
- Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
- Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
- Intro
- Intro
- Intro
- Intro
- Intro
- Intro
- Intro
- Intro
- (KRISTIN) Example – Lupe: referrals from strategic partners, online marketing Problem – relationships are not maintained Solution – created strategy for both avenues (as a manufacturer – may be distributors or end-users) – economy – higher turnover – Problem - Direct mail to known contact (no longer there); website out of date; heard social media was the buzz; thought that’s what she needed New solution – create strategy; which tools, what steps leverage existing contacts 1) Vender relationship program 2) Website re-design Results – established series of strategic partners (face-to-face and multi-media) – research and share articles, resources and information; completed website re-design Lessons Learned 1) Marketing – it’s not always what you think it’s going to be. 2) Focus on activity
- Intro
- Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
- (NANCY) How do you choose from so many options? Review your strategy! Do research/get prof’l input on what marketing tools will work for you. Remember the car analogy! If I sell websites, you need a website and a marketing strategist will provide insight on which tools are most effective for you, including: Create a Follow Up system. Every tool is a single touch in a CAMPAIGN. We’re strategists so let’s look at a few tools. If time permits we can address your specific questions on particular tools. Once you have a foundation then you can determine what marketing tools will help you achieve your goals. Advertising Definition - paid announcements in newspapers and magazines, over radio or television, on billboards, etc, to get more customers by advertising. When it’s used effectively - When you have a very specific target audience with a established pattern of reading a specific publication or specific events and deals. Example “Mom’s Magazine and HR professionals” Common mistakes- Single use, General messages, No call to action
- (NANCY) Social Media Definition – any online platform with 2 way communication. Social network marketing is using social media strategically When it’s used effectively – build relationship over time. Word of Mouth. Common mistakes- Time
- (KRISTIN) Website/Internet Marketing Definition When it’s used effectively Common mistakes
- Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
- Putting Together a Social Network Marketing STRATEGY Once you have determined your goal, then you can put together a list of activity that need to be executed to support that goal.
- Short Leash CoHoots / Seed Spot
- Short Leash CoHoots / Seed Spot