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Reaching the Customer

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HP Survey

• According to an HP survey:• 64% of small businesses lack confidence in their

marketing decisions, • 60% felt their marketing could be more effective,

and • only 27% had designed a company logo

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Basic Marketing

•Customer orientation – identify needs

•Segmentation & Targeting•Positioning vis-à-vis competition•Marketing mix (Four Ps)

•Plus people, processes, physical evidence (case studies, testimonials, demonstrations)

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Five Questions• What's unique about your business idea? The USP.

• Craft headlines to promote your USP

• Who is your target buyer? • Who buys your product or service now, and who do you really

want to sell to?

• Who are your competitors? • Can you effectively compete in your chosen market?

• What positioning message? • How can you position your business or product to let people

know it is special

• What's your distribution strategy? • How will you get your product or service in the hands of your

customers?

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35 online marketing tactics

• Blogging • Search engine optimization • Blogger relations • Email marketing • Corporate web site • Social networks (Facebook, LinkedIn) • Pay per click • Online public relations • Webinars/Teleconference • Online display ads

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Tactics ctd.

• Social News / Bookmarking • Viral marketing • eCommerce Feeds/Comparison Shopping • Blog advertising • IM / Microblogging (Twitter) • Online communities/forums• Sponsorship / Cross Branding • Paid reviews • Affiliate marketing

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Tactics ctd

• Free content (white papers) • Online contests, giveaways • Behavioral targeting • RSS advertising• Advergames • Podcasts • Rich media apps/demos (Flash) • Rich media avatars

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Tactics ctd.

• Virtual worlds • Virtual tradeshows • Video marketing • Contextual Advertising • Widgets • Mobile ads • User generated content • Branded microsites

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Marketing Metrics

• Tracking who buys, when, how, why, where• Cost to acquire and retain• Following up leads

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Case

• Juice Guys• Icebreaker