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Powerpoint provided to Jonesboro Arkansas small business owners as part of a Write a Winning Marketing Plan workshop on Tuesday, February 5th at the ASU Delta Center for Economic Development by the ASU Small Business and Technology Development Center.
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CREATE A MARKETING PLAN FOR THE 21ST CENTURYTHAT WORKS!
7 Sentence Marketing Plan to Stay on TRACK
Presented by: Herb Lawrence, Center Director Arkansas State University Small Business and
Technology Development Center
THE ASU SBTDC
• Training• Consulting• Financial Analysis• Market Research• Loan Package Development• Search Engine Optimization
© ASBTDC 2011 All Rights Reserved
IN YOUR PACKETS
• Attendee Record• Copy of Presentation• Handouts• Evaluation Form• REQUEST FOR COUNSELING FORM
© ASBTDC 2011 All Rights Reserved
GETTING ACQUAINTED
• Please introduce yourself• Please tell the group about your
business• Products/services your business
provides• One expectation for today’s seminar
© ASBTDC 2011 All Rights Reserved
7 SENTENCE MARKETING PLAN
SPECIFIC PURPOSE of my Marketing is to:….. COMPETITIVE Advantage to STRESS is:………. TARGET AUDIENCE is: ………………………………. Marketing Weapons to use include:…………… Our Niche in the market is:………………………… Our IDENTITY is:………………………………………… Our Marketing budget will be ___% of projected
gross sales
FIRST WHAT IS MARKETING?
Businesses have only two functions:
INNOVATION MARKETING
The ART of getting people to change their minds
THE TRUTH MADE FASCINATING
Your Chance to help your customers SUCCEED BUILD LASTING RELATIONSHIPS MARKETING IS MOTIVATION!!!!!!
Marketing is like flossing your teeth, if you don’t do it everyday you will have pain and agony down the road.
WHAT ARE YOUR GREATEST CHALLENGES?
WHAT ARE YOUR GREATEST CHALLENGES?
VALUE PROPOSITION
2-3 Sentences that DEFINES you, your product and services…. THAT
DIFFERENTIATES YOU from the COMPETITION..
In a way that MATTERS to your TARGET MARKET
More on creating a value proposition AND real life examples at our Storify article Stand Out from the Herd with a Value Proposition.
FUNDAMENTALS 0F GOOD MARKETING Break “My World” into Market
Segments KNOW the RIGHT Target Market(s) KNOW the RIGHT Communication
Channel(s) KNOW Target NEEDS and WANTS CRAFT a COMPELLING MESSAGE KNOW how to ANALYZE results KNOW good TIME Management
THE STORY
YOU HAVE A GREAT STORY TO TELL!
What was your FAVORITE Fiction Story?
Research
Plan
Create
Review
MARKETING CYCLE
© ASBTDC 2011 All Rights Reserved
RESEARCH
• SWOT Analysis• Benefits• Competitive Advantage• Target Markets
© ASBTDC 2011 All Rights Reserved
SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats
© ASBTDC 2011 All Rights Reserved
Internal
External
Internal
External
Market Intelligence Services for Arkansas Businesses
Herb Lawrence, ASU Center Director
Small Business and Technology Development Center
BENEFITS CONNECT NOT FEATURES
What does a 52 Chevy and Dinah Shore have to do with Cutting Edge 21st Century Marketing? You Tell Me!
SBTDC FEATURES AND BENEFITS
FEATURES BENEFITS
Professional Consulting FREE Confidential Variety of Areas
Cutting Edge Market Research
Low-Cost Training Workshops
Improve Sales/Revenues
Reduce Expenses Make More Money Have a Better Life
YOUR FEATURES AND BENEFITS
FEATURES BENEFITS
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
COMPETITIVE ADVANTAGE
• Many of your competitors offer the same benefits as you.
• However, you have benefits that are unique to your business.
• These are your competitive advantages.
© ASBTDC 2011 All Rights Reserved
TARGET MARKETS
• “Everyone” is not a target market• People with the desire and ability to
buy your product/service• Consumer vs. Organizations
© ASBTDC 2011 All Rights Reserved
REALITY
4% Customers
4% ARE INTERESTED
92% DON’T CARE!
Your
Business
4% CUSTOMERS
68% of Business is LOST due to Customers being Ignored AFTER the Sale..no follow up
Loyal Customers:
More TransactionsBuy more Refer
CONCENTRATE OF 4%
WORK to Maintain Customer Contact Develop systematic follow up plan MOST DEADLY ENEMY: Apathy After the Sale Example of Follow up:
1 Week E-mail thanking for purchase 1 month Letter or CALL about satisfaction 3 Month recommend connecting with first
purchase 6 Month Offer something new 1 Year: Customer Anniversary Card
EXERCISE
What are your competitive advantages?
EXERCISE
What are your target markets
7 SENTENCE MARKETING PLAN
SPECIFIC PURPOSE of my Marketing is to:….. COMPETITIVE Advantage to STRESS is:………. TARGET AUDIENCE is: ………………………………. Marketing Weapons to use include:…………… Our Niche in the market is:………………………… Our IDENTITY is:………………………………………… Our Marketing budget will be ___% of projected
gross sales
FINDING THE CHANNELS
Advertising: Newspapers Magazines Television Radio Direct Mail Telemarketing Trade Shows
Challenges Can be Costly Repetition KEY
GOLDEN RULE:It will take an average of 27 TOUCHES for your advertisement to be noticed by consumers
CHANNELS
SO MUCH NOISE
BACK TO REALITY….
4% Are or have been Customers
4% ARE INTERESTED in WHAT YOU SELL
92% DON’T CARE!
Your
Business
TODAY CUSTOMERS FIND US… IF WE HAVE PUT OUT THE BREAD CRUMBS
ON-LINE MARKETING
Your Customers Are Searching For You90% of consumers SEARCH OnlineTo find information about businesses.BUT only 52% of Small Businesses have a website!
WHY CUSTOMERS SEARCH ON LINE
83% Consumers use Search Engines for specific brands and products
80% Search for specific product or brand before buying ON-LINE
78% do Info search queries after seeing advertisement or brand elsewhere
76% Search about specific brands or products before purchasing OFF-LINE
78% Search to find BEST PRICES on product 74% Search to find WHERE they can purchase
STAYING IN TOUCH WITH CUSTOMERS
FEEDING THE CASH REGISTER
Local Search Web Site
Off-Line
BLOG
GETTING THE WORD OUT
Where we create content to FEED our Blog
Create Content in a Form Customers Want
Post it on a site that search engines can index
Spread the word on the RIGHT Channels
CREATING AN ONLINE PLAN
STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
STEP 1 PREPLANNINGWHAT ARE YOUR CURRENT CHANNELS?
E-Mail?
Websites
Direct Mail
Newsletters
STEP 2 LISTEN TO THE CONVERSATION
Secure your brand on social platforms Blogs, twitter,
Facebook, LinkedIn Usernames unique Try to be consistent
Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
STEP 3 CREATE TARGET PROFILE
Find KEY attributes by Listening
Chart out their presence in social media
Market Segmentation Demographic Geographic Psychographic Behavioristic
Continue to gather customer information along the way
Pinterest 2012 Stats and Figures…Plus How to Leverage PinterestWe love to Pin Interesting information at the ASU SBTDC Boards
STEP 4 SET SPECIFIC GOALS
Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
STEP 5 – JOIN THE CONVERSATION
Establish an Editorial Calendar Choose schedule for days
you will post Keeps on Track & Organize
Content Consistency Helps when you need
Content Ideas
STEP 6 – MEASURE ROI
WHAT IS ROI? Non-Financial:
Visitors WOM Page Views Fans & Followers
FINANCIAL Sales Revenue Transactions Coupons
HOW TO FIND THE RIGHT SITES
EXACTLY WHO USES SOCIAL NETWORKS? ARE THEY MY POTENTIAL CUSTOMERS?
Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012!
http://pinterest.com/astatesbdc/
MONITORING TOOLS
Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
http://addictomatic.com/
https://twitter.com/search
http://www.socialmention.com/
http://www.google.com/alerts
MONITOR FOR:
Your business or organization Your Competition Your product or service Industry
INDUSTRIAL ESPIONAGE
Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers,
etc. STEAL What works! AVOID what isn’t working
WHAT IS GOOD CONTENT
Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
HOW TO SPREAD CONTENT
Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offersKnow how subscribers in different networks PREFER to receive your content
TOOLS TO CREATE CONTENT
Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans.
Storify.com Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
TOOLS TO SAVE TIME
Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler
Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
CROSS CHANNELS
Social and Traditional are Combined for SYNERGY
Posting WHERE your potential Customers are
Understand ‘NEW RULES” for Social Media Marketing
SOCIAL MEDIA is NOT easy or FAST.
HOW CUTTING EDGE MARKETERS WIN
1. Research the Marketplace2. Write a Benefits List3. Select Proper Marketing Weapons4. Create Your Marketing Plan5. Create a Marketing Calendar6. Look into Fusion Marketing Partners
7 SENTENCE MARKETING PLAN
SPECIFIC PURPOSE of my Marketing is to:….. COMPETITIVE Advantage to STRESS is:………. TARGET AUDIENCE is: ………………………………. Marketing Weapons to use include:…………… Our Niche in the market is:………………………… Our IDENTITY is:………………………………………… Our Marketing budget will be ___% of projected
gross sales
CONTACT THE ASU SBTDC
E-Mail hlawrenc@astate.edu or asusbtdc@astate.edu
Website: http://www.astate.edu/a/sbtdc/ ASU Small business Blog
http://www.asbtdc-asu.com Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter: http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc OR CALL ME: (870) 972-3517 or cell 897-5125
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