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Who Are You?
Presented by Greg Rosenberg
In today's competitive environment businesses need to differentiate themselves from their competitors. If you haven't considered a formal marketing program, perhaps it's time.
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Marketing Your Small Business
Presented to the Better Business Bureau
July 17, 2014
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What is marketing?
• Marketing supports sales• Sets the stage• Defines the audience• Builds awareness• Generates leads
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• Clearly identify your goals• Develop a sustainable strategy and
specific tactics• Create broader consumer
awareness/ branding
The path to success
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• Your value from the customer’s perspective
• Key differentiatorsUSP/Value PropositionNot what I’ve done or what I can do, but how what I do translates into results for you
• Your market niche
Know yourself
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• What do they really need?• What makes them tick? • How do you reach them?• Is each customer segment
different?
Be customer centric
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Build a plan• Keep it simple and precise• Make it your own• Allow for growth and change
How do I begin?
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Refine your message
• Segment your message where necessary (one size does not fit all)
• Stimulate emotions• Solve problems/create a
need• Answer concerns• Tell them WIF them?
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Attack the markets from all fronts
• Clarity• Consistency• Commitment• Long-term repetition• Balance of media
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Budget but be flexible
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A Proven Approach
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1. Identify business objectives2. Define audiences3. Formulate appropriate messages4. Identify communications channels5. Create budgets and schedules6. Produce compelling communications materials7. Manage the entire process from start to finish8. Test your systems9. Measure the results
(cost per lead/incremental sales/gross/net)
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THE REALLY, REALLY ABREVIATED MARKETING PLAN
• Behaviors your marketing should motivate.
• Prime benefit you offer.
• Target audience or audiences.
• Define your niche or what you stand for: economy, service, quality, price, uniqueness, anything.
• Personality of your company.
• Marketing budget, expressed as a percentage of your projected gross sales.
• What marketing weapons you plan to use.
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MARKETING ENGAGEMENT QUESTIONNAIRE Date Completed:________
Sales Objectives: Last Year’s Sales ____________________________________2014 Realistic Sales Objective ___________________________ 2014 Stretch Sales Objective ___________________________
How do you think you can get there? Try to provide realistic methods. Are there specific segments of your products of services that have the most potential?
Does your company sell primarily to local, regional, national or international markets?
Do you have a written business plan? Do your employees understand where you are and where you want to go within this plan?
From where is your highest profit derived? Which products? What type of end-users?
Current Customers?Top Five in Sales?Average sales per year per customer? Please indicate how many customers you have at various price points.Decision-makers (job titles)?
