MARKETING BOOSTER PROGRAMLearn how to access new business in new markets

Structured marketing strategies • Dynamic workshops • Practical tools

For small business entrepreneurs

BDC Consulting has designed

the Marketing Booster Program

with those exact needs in mind.

Benefi t from a dynamic, small group

setting (approximately eight

to ten entrepreneurs per session)

where a BDC Consultant helps you

apply marketing theory and best

practices to business reality.

What’s more, you get a chance

to share experiences and ideas with

like-minded entrepreneurs in group

discussions. “I’ve been there!” can

be reassuring words to any business

owner. Learn from the challenges

and successes of others and

brainstorm creative marketing

solutions in a stimulating environment.

You run a thriving company but like many smaller businesses with limited marketing resources, your fi rm may be taking an ad hoc approach that just isn’t opening new doors. The reality is, you now need structured, results-driven marketing strategies and tools to help you access new opportunities, gain market share and build a sustainable business.

An innovative and fl exible format

> 3 half-day enriching interactive workshops offering a full coverage of marketing topics

1. Customer relationship management

2. Competition

3. Positioning

4. Marketing action plan

5. Managing products and services

Leave with tools that drive results

At the end of the topic-based seminars, you’ll also leave with practical tools that you can then use in your daily business, such as customer satisfaction surveys, value propositions, action plan templates, process maps, and more.

For more information, contact your BDC business centre. Locate your business centre at www.bdc.ca/businesscentres.

6. Managing communications

7. E-business

8. Managing distribution

9. Managing your sales team

Peterborough-e1205

FINANCING | VENTURE CAPITAL | CONSULTING www.bdc.ca | 1 888 INFO BDC |

BDC Consulting is ISO 9001:2008 certifi ed

1. CUSTOMER RELATIONSHIP MANAGEMENT

> Segmentation: not all customers have the same needs > Making customer satisfaction your priority > How to retain your clients > CRM (customer relationship management)

Tools Choice of CRM • Classification of existing customers • Customer satisfaction survey • Segmentation example

2. COMPETITION

> Differentiation: knowing your competition > Analyzing your competitors’ strengths and weaknesses > How to obtain information on your competition > Your competitors’ positioning > What is “competitive intelligence”? > “Coopetition”

Tools Analysis of competitive strengths and weaknesses • Competitive positioning grid • Competition analysis grid

3. POSITIONING

> Identifying your target market: segmenting and targeting > SWOT analysis > Purchasing criteria > Competitive advantage: your strategic weapon > Value proposition and positioning > An advantage always includes a benefit

ToolsSWOT grid • Checklist: what to include in a value proposition • Positioning grid • Positioning example

4. MARKETING ACTION PLAN

> Steps in drawing up a marketing action plan

ToolsDetailed sales/marketing plan • Simplified sales/marketing plan • Marketing planning process • Sales and marketing budget

5. MANAGING PRODUCTS AND SERVICES

> Analyzing your sales and profitability > Product success factors > Product strategy > Product life cycle > Analyzing your portfolio (BCG matrix) > Product compliance and registering your brand

ToolsBoston Consulting Group matrix • Product data sheet • CSA product certification document • CIPO document on trademarks

6. MANAGING COMMUNICATIONS

> Essential communications tools > Financial benchmarking tools > Developing your annual communications plan > Punching above your weight for more impact > How to promote your products and services > Branding

ToolsExample of a communications plan • Example of a press release • Example of a business profile • Trade show planning sheet • Example of a media plan

7. E-BUSINESS

> Advantages and disadvantages of an e-business strategy > How to take advantage of the Web 2.0/3.0 trend > The Web for online selling > Locating your customers > The Web for creating business relationships and developing your customer base

ToolsWork specifications: website design and tree structure • Glossary of Internet terminology • Analyzing the return on your Internet investment

8. MANAGING DISTRIBUTION

> Key decisions in managing distribution > Distribution agreement

ToolsChecklist: choosing the right distribution network • Checklist: selecting and managing agents and distributors • Simplified distribution agreement • Typical distribution contract

9. MANAGING YOUR SALES TEAM

> Difference between sales and marketing > Tips on successful selling > How to build your sales team

Tools Diagram of the sales process • Job description • Evaluation sheets • Hiring agreement (sales representative)

FINANCING | VENTURE CAPITAL | CONSULTING www.bdc.ca | 1 888 INFO BDC |

Peterborough-e1205