Marketing 101

*Houston 4-H CEO

Presented by Sheryl Nolen, CEA 4-H

WebEx Houston4HCEO2 October 7, 2015

Guest Presenter: Cindy Kelly with Happier at Home

*Guess What?

* 3 M Company 1968

* Spencer Silver invent super strong adhesive

* Instead created a weak, pressure sensitive adhesive Acrylate Copolymer Microspheres

* Art Fry co-worker discovered a use

* Five years of rejection “Press & Peel”

*Post it Notes were accepted

* Spencer Silver holds 22 patents

Get the whole story http://www.todayifoundout.com/index.php/2011/11/post-it-notes-were-invented-by-accident/

*Houston 4-H CEO

*Career & Entrepreneur Options (CEO)

* Learn about running a business

*Tapping into your talents

*Work hard and make money

*Grow your creative genius

*Presentation and communication skills

*Trade Show exhibit and contest

*A chance to dream BIG

*Entrepreneur?

* Starts a business

*Inventor

*Creative genius

*Dreamer

*Talented

*What’s Your Thing?

What are your dreams?What things do you like to do?What are you good at?What things do other people think you are good at?What would you like to be good at?Do you know why you want to be good at it?What do other people think you should do when you start working?Can you make money at your thing?

http://www.teachingkidsbusiness.com/resource-center-whats-your-thing.htm

*Ideas, Dreams. Visions and

Concepts

*Ideas - “next big idea” constantly thinking

*Dreams - thoughts, images, hopes

*Vision – idea and dream in great detail

*Concepts-summary of the idea, how it will work

*Clothing & Textiles

* Amazing 11 year old Entrepreneur You Tube Mya Penn

* https://youtu.be/BbCzizSI8mo

* Entrepreneur, artist, animator, fashion designer

“I started my business out of curiosity,” says Penn, whose online shop Maya’s Ideas has since expanded into a line of handcrafted accessories and clothing made from eco-friendly materials like recycled fabrics and organic cotton.

*Maya Penn

* TED Talk Women’s Conference

*Maya Ideas Eco Friendly Fashion

* Eluxe Magazine Keen, Green and just 13

http://www.ted.com/talks/maya_penn_meet_a_young_entrepreneur_cartoonist_designer_activist

http://eluxemagazine.com/people/keen-green-and-just-13-maya-shea-penn/

*Reisdorf Bath Products

* All natural organic local bath bombs/salts

* Alternate name Fortunate bath bombs

* Epsom salts, nourish body , stress relief

*Popular holiday gifts

* Eco friendly

*Like fortune cookies, put fortunes in the package

Mission Statement: Our company is about using natural ingredients, often organic and super-local with pure essential oils and no yucky chemicals, dyes, or scents. We want to help you feel relaxed , satisfied and fortunate when yu use our products, which are made by hand , just for you!

*Marketing 101

* Research- Identify the competition

* Product or Service – Define what you offer

* Customers- Identify who will buy from you

* Plan- Describe how you will market your business

*Promote- Define strategies for

* Markets (where) Social Media? Web? Local?

* Distribute- How will customers get your product

* Price – What will you charge

* Marketing Preparation Steps

Identify product benefits

1. Write down all the benefits (not features)

2. Write down all the problems it solves

Identify the target customer

3. Write down all the information on the customer you want to buy your product

4. Where will you find the customers?

*Preparation Steps

Marketing Preparation Steps Identify Product Benefits1- Write down all benefits (not features) People do not by because of features they by because of benefits

2- Write down what problems your product will solveEmotional triggers (fear, pride, happiness guilt, jealousy

Identify the Target CustomerWrite down all the information on the target customerWhere will I find these people I.E. facebook, shopping malls

*Cindy & Bryan Kelly

* Happier at Home (HAH) web site http://www.hahdogwalking.com/

* Personalized care & immersed in the community

* Well defined target customer

*Featured on Yelp http://www.yelp.com/biz/happier-at-home-professional-dog-walking-houston

*Slogan “Your referrals make our tails wag!”

We promise you complete peace of mind that your pets will not only feel safe, content, and engaged while you’re away, but that they will look forward to each and every visit from Happier at Home. To deliver this promise, these are the three pillars we live and work by every day: Expertise, Communication & Love

Facebook

* Logo

* Customer profiles

* Motto

* Customer comments

*Marketing Basics

*What is marketing?

Process of planning, concepts of pricing, promotion and distribution of ideas, goods and services

Marketing focuses on identifying the customer needs and preferences –using information to shape the goods and services to satisfy the customer

*Five Ps of marketing

Product - A good or service a company makes in quantity to sell on the open market.

Price - This is how much the customer has to pay

Packaging - What the package the product is in looks like, the information provided and how it is presented at the place of purchase

Promotion - Advertising and promotions such as contests and coupons.

Positioning - This can refer to where it is distributed.

http://www.teachingkidsbusiness.com/business-basics-marketing.htm

*Customer

* Understand your customer and communicating Individual or household that purchases goods and services for personal use. Identify customer needs:

*Physiological- human body, food & water

* Safety – to be protected from physical harm

* Social- interact with other people and be accepted

* Esteem – feel important to other people in their lives

*Self-actualization- for people to recognize their potential and achieve

http://www.teachingkidsbusiness.com/business-basics-marketing.htm

*Price it Right

* Product benefits and features

* Cost of production – materials & labor

* Cost of packaging

*Cost of marketing

* Overhead costs

* Unit cost

*Sale price

* Profit margin

About Money / Retail Marketing Strategies http://retail.about.com/od/marketingsalespromotion/a/product_pricing.htm

*Branding

*Mission

*Values

*Vision

* Ideas

* Logo

* Slogan

* What you want the customer to remember

*Fav Cookie

* Chocolate Chip

* Crunchy

* loaded with chips

* Loaded with nuts

* Soft and chewy

Is it the taste or the brand?

*Logos

*A logo must be describable

*A logo must be memorable

*A logo must be effective without color

*A logo must be scalable i.e.

effective when just an inch in size

http://www.makeuseof.com/tag/the-quick-easy-method-to-making-a-logo-for-your-website/

A logo is for inspiring trust, recognition and admiration for a company or product and it is our job as designers to create an identity that will do its job.

Classic Nike Swoosh (shown above). This logo was created by Caroline Davidson in 1971 it’s still a strong, memorable logo, effective without color and easily scalable.

It is simple, fluid and fast, and represents the wing in the famous statue of the Greek Goddess of victory, Nike.

*Marketing Materials

* Tri Fold brochure

* 1- page flyer

* Promotional items

* Business Card

* Mail out post cards

* Pinterest and Instagram posts

* Facebook announcements

* MEMES

*Business Card

* Name of business

* Contact information

* Website

* Email

* Logo

* Color scheme

* Slogan

* Flyers & Brochures

* Business Name

* Owner and contact information

* Description of Product or Services

* Visually exciting – images

* Color scheme

* Web site

* Email

*Social Media Marketing

* Facebook

* Twitter

* Instagram

* Pinterest

* Amazon

* Web site

* You Tube Video

http://www.wordstream.com/social-media-marketing

*Promotion Where and How

* Grand Opening

* Exhibitor at community event

* Farmers Market

* Local Library

* Local Chamber of Commerce

* Presentation to community groups Rotary, Lions Club

* Free Samples

* New product launch

* Sales, coupons, special offers

*Philanthropy

* Customers Social Needs

* Branding to your values

* Promoting good work in the community

* Connecting to the community

goodwill to fellow members of the human race; especially :  active effort to promote human welfare

*Houston 4-H CEO Book Drive

* Trade Show & Minnow Tank

* All participants will collect books for children and bring to the trade show

* Books will be donated to Good Stewards Global Initiative

* Delivered to Houston Food bank for packaging and shipping

https://www.facebook.com/GoodStewardGlobal

*Marketing Plan Assignment

* Complete a Marketing Plan

* Describe the product

* Identify Customer needs

* Calculate Cost and Profit per unit

* Describe marketing strategies (distribution and promotion)

* Philanthropy efforts

* Calculate marketing cost

* Develop a Business Card and flyer

*Are you a 4-H CEO