Traditional Marketing Strategies

Partner Service & Sales Training

Introduction to Marketing

I. Introduction to MarketingII. Traditional Marketing MethodsIII. Developing a Marketing PlanIV. Our Marketing Services & Process

What is Marketing?

• Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

What is the Best Time to Market?

• Now and every day hereafter. • Marketing should be a year-round process. • Even seasonal organizations must

continually reach out to customers or risk having to rebuild their sales every year.

• Use marketing to capitalize on seasonal changes and national events.

• There is never a time when an organization cannot utilize marketing.

Importance of Marketing

• While it can be tough to measure the ROI of marketing, it is absolutely critical to every organization.• Marketing is the avenue that an organization builds their

awareness and reputation through.• Marketing brings in leads which cultivate to sales and

revenue.• Marketing seeks to maintain current clients to promote

return business.• Marketing networks and forms strategic alliances that are

mutually beneficial to the organization.• Marketing goes against the competition.• Marketing is a necessity!

The Marketing Budget

• A marketing budget typically covers costs for:• Advertising• Promotional Collateral• Public Relations Efforts• Events

• Every organization’s budget will vary based on the size of the company, annual sales and competitor actions.

• A marketing budget can range anywhere from 1% of the total sales to 30% or more of the total sales. – Example: If an organization’s annual revenue is 500K, an

average annual marketing budget would fall anywhere between $5,000-$150,000, depending on the industry.

Traditional Marketing Vs. E-Marketing

• Marketing online and off-line have many similarities. Being able to reach 1 billion potential customers means little if you don't have a clear message, if your design isn't impressive, or if your products and services don't respond to a need in the market.

• In either case, you have to know your target audience and communicate effectively with them.

• Traditional marketing has formed the foundation for E-Marketing and therefore, it is imperative to understand the fundamentals of traditional marketing.

Traditional Marketing Methods

I. Introduction to MarketingII. Traditional Marketing MethodsIII. Developing a Marketing PlanIV. Our Marketing Services & Process

Marketing Methods

• There are various types of marketing methods for an organization to consider, including:

• Grassroots Marketing • Public Relations • Strategic Alliances• Traditional Advertising• Affiliate Marketing• Referral Marketing

Grassroots Marketing

• The most affordable type of marketing that consists of using resources you already have to spread the word about your organization, such as:

• Distributing business cards, brochures, flyers.• Employee up selling activity.• Participating in local community events.• Talk about the business every chance you get.• Network, Network, Network; you never know who

you will meet and the contacts you can make.

Public Relations

• The Public Relations Society of America (PRSA) claimed: "Public relations helps an organization and its publics adapt mutually to each other."

• The power of PR is a phenomenal way to generate legitimate awareness about a business.

• Common activities include:• Speaking at conferences• Winning industry awards• Pitching to the media• Writing and distributing press releases & media alerts

Strategic Alliances

• A Strategic Alliance involves hooking up with other businesses that share a similar target audience but are not necessarily competition.

• Organizations work out a mutually beneficial relationship or strategic alliance through which organizations:

• Swap advertising• Grow product lines• Share leads• Increase market share• Make additional profits

Traditional Advertising

• Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand, product or service.

• Traditional paid advertising includes the things so many of us are already familiar with, such as:

• Billboards• Magazines• Newspaper Ads• Broadcast spots• Direct Mail• Pay Per Click (Google, Yahoo, MSN)

Partner Marketing

• Partner marketing is typically an internet based practice in which a business rewards one or more partners for new customers and purchases brought to the organization.

• Benefits of an partner program include:• No overhead.• Free links back to the company’s website which build traffic.• Performance based commission.• Ability to market with over 100 sales reps in different

locations.

Referral Marketing• Referral marketing is a method that relies on

gaining new customers through referrals or word of mouth.

• Word of mouth is generally spontaneous and is achieved by organizations without any form of structured strategy other than simply offering quality products and services.

• Referral marketing takes word of mouth from a spontaneous situation to a highly productive solution, where multiple referrals are generated due to a organization’s customer-focused strategies.

Developing a Marketing Plan

I. Introduction to MarketingII. Traditional Marketing MethodsIII. Developing a Marketing PlanIV. BizCentral USA’s Marketing

Services & Process

A Marketing Plan

• Firms that are successful in marketing invariably start with a marketing plan.

• For small organizations, this is often the best way to think about marketing.

• A marketing plan will:• Set a budget to keep in mind.• Set organization goals in perspective.• Create a timeline that coordinates

campaigns w/ other organization initiatives.• Create deadlines to be met.

Marketing Plan

• There are many ways to develop and format a marketing plan. Common contents include:

• Purpose and Mission • Situational Analysis • Marketing Strategy and Objectives • Tactical Programs • Budgets, Performance Analysis and Implementation • Additional Consideration

• By developing a marketing plan, an organization will be better prepared to execute their marketing programs through out the year.

Implementing the Plan

• Research is done while creating the marketing plan that will prepare an organization in defining their market.

• An organization should view a marketing plan as a “guide” rather than a “set-in-stone” deal.

• An organization should know what their competitors are up to and keep that in mind when making adjustments to their marketing plan.

• Be persistent. If you fall down, always get back up and try again.

Our Marketing Services and Process

I. Introduction to MarketingII. Traditional Marketing MethodsIII. Developing a Marketing PlanIV. BizCentral USA’s Marketing Services &

Process

Services Provided

• BizCentral & CharityNet USA offer a variety of traditional marketing services, including:

• Press Release Writing and Distribution• Newsletter Campaign Development• Starter Sales Kit/Media Kit• Traditional Branding

– Graphic Design (Logo, Flyer Design, Brochure Creation etc.)

– Web Development• Article Writing and Distribution• Pay Per Click AdWords Setup

Our Process

• Once a sale has been made on one of our Marketing services, clients are given access to our Marketing Solutions ”Steps Page”

• Here, they will find a variety of information, tips, samples and questionnaires.

Our Process

• Step 1: Clients will complete the appropriate questionnaire (if applicable to their service).

• Step 2: An interview will be set up once the questionnaire is completed (if applicable).

• Step 3: Once all information is gathered, their service will be completed usually within 10-15 business days.

• Step 4: Depending on the service purchased, a draft may be sent to the client to approve or make changes to it.

• Step 5: Approval must then be received in writing by email or fax.

• Step 6: Finally, the completed product is sent to the client once final payment is made.

Conclusion

• Traditional marketing strategies are still extremely effective in today’s market.

• Integrating a mix of traditional and E-Marketing methods into an organization’s marketing plan has the potential to produce the best results.

• Regardless of what marketing services an organization chooses it is always necessary to keep their target market in mind.

• We will work to present all of an organization’s options in a clear manner and produce the most effective plan that will meet their budget.