MARKETING 101

COLORADO SPRINGS EXECUTIVE WOMEN INTERNATIONAL

Feb. 9th, 20115:30pm

Patty Jewett Golf Course 900 E. Espanola St.

Colorado Springs, CO 80907

PURPOSE

Define MARKETING How to effectively MARKET your

business How to BRAND your business How to find VALUE in advertising The NEXT STEP

WHAT IS MARKETING

DEFINITIONS: The process of organizing and directing

all the company activities which relate to determining the market demand and converting the customers buying power into an effective demand for a service and bringing that service to the customer.

The practice of encouraging consumers to buy products.

WHAT IS MARKETING?

THEN

WHAT IS MARKETING?

NOW

WHAT IS MARKETING?

NOW

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

WHAT IS MARKETING?

RADIO

WHAT IS MARKETING?

TV & CABLE

HOW TO EFFECTIVELY MARKET YOUR BUSINESS

There are 9 tips to effectively market your business

MARKETING TIP #1

Look for some low-cost ways you can enhance the perceived value of your product or service. Then test raising your price.

Don't be surprised if both your sales and your profit margin go up.

MARKETING TIP #2

Try to limit your customer's decision making to either "Yes. I'll buy." or "No. I won't buy".

Don't risk losing them by including "which one" decisions.

The more options you offer, the more likely some customers will procrastinate and never make the decision ...causing you to lose a sale needlessly.

MARKETING TIP #3

You can demonstrate a low cost for your product or service by breaking down the price to its lowest time increment.

For example, "Enjoy all of this for less than ¢.90 a day" (for something priced at $325 a year).

Who would benefit from this?

MARKETING TIP #4

Add an unexpected bonus to every sales transaction just before completing the sale.

It prevents customers from developing any last minute hesitation ...and changing their minds about buying.

MARKETING TIP #5

Print your best small ad on a postcard and mail it to prospects in your targeted market.

Postcards are inexpensive and easy to use.

Most recipients who ignore other types of advertising will read a brief ad when it's delivered to them on a postcard.

It makes the consumer touch your ad directly out of the mailbox (no choice).

MARKETING TIP #6

Prospects who ask questions are usually close to buying. Take advantage of this.

Don't just answer their question. Include a reason for them to buy as part of your answer.

Then ask for the sale ...or tell them exactly what to do to place their order.

MARKETING TIP #7

Collect testimonials from your customers and use them in all your advertising.

Testimonials provide evidence that your product or service delivers the results you promise.

For maximum impact, use only testimonials that describe specific results the customer enjoyed.

MARKETING TIP #8

Include "benefit rich" headlines on all your web pages.

Many visitors arrive at a web page then immediately click away ...unless something instantly catches their attention.

MARKETING TIP #9

Continually test and evaluate everything you use or do to promote your business.

Allocate 80 % of your advertising budget to proven promotions.

Use the other 20 % for testing new variations.

Most businesses using this system continue growing - even in highly competitive markets.

MARKETING TIP #9

Proven Pro-motions

80%

Testing New Promotions

20%

Marketing Budget

HOW TO BRAND YOUR BUSINESS

Your business has an image. It doesn’t matter if you spent

thousands of dollars on a logo and marketing materials or took ten minutes to slap a piece of clipart on a business card, your business still has an image.

BONUS TIP

Handle customer complaints quickly and with a positive attitude.

Strive to preserve your relationship with them instead of your immediate profit from the transaction.

They will reward you with repeat sales and referrals ..instead of punishing you by telling everybody they know about their unhappy experience and causing you to lose future customers.

HOW TO BRAND YOUR BUSINESS

A business’ image consists of logo, slogan (tag line), color, fonts, etc.

It’s also part of how you brand your business.

Image and brand building is important so that people think about your business when they need your products or services.

HOW TO BRAND YOUR BUSINESS

Probably the most memorable part of your image is your LOGO.

Your logo represents your business and it helps sell your business.

It turns the name of your company into a visual, tells what you sell, and reinforces your company name and product.

Put your logo to work.

HOW TO BRAND YOUR BUSINESS

HOW TO BRAND YOUR BUSINESS

Why should you care about building your brand?

What is a brand anyway?

Why can Starbucks get more money for a cup of coffee rather than the local mini-mart?

HOW TO BRAND YOUR BUSINESS

There is inherent value in “brand equity.”Simply put, brand equity is the

set of assets (or liabilities) associated with brands that contribute to the value consumers place on the brand experience.

In other words, a well-established brand makes your product or service worth more. It’s that simple!

HOW TO BRAND YOUR BUSINESS A brand is an image that exists in consumers’

minds.

Consumers come to believe in a product’s quality, reliability, results and status because they see repeated assurances that the product delivers those attributes.

When consumers are motivated by a product’s brand attributes, they choose that product over similar ones in the marketplace.

Why buy NIKE as opposed to just sneakers? A BMW rather than a SUZUKI?

HOW TO BRAND YOUR BUSINESS

Branding is not something that happens overnight.Brands are created over time.When Betsy Ross brought Ben

Franklin her first flag design, Ben remarked, “I don’t know, Betsy, all those stars and all those stripes just don’t say America to me.”

Branding takes time.

HOW TO BRAND YOUR BUSINESS

Everything you do contributes to your brand. Before you can build your brand, you need

to understand what your brand’s attributes are and what your brand’s positioning should be.

How does your brand stack up against the competition?

What are your brand’s strengths and weaknesses?

HOW TO BRAND YOUR BUSINESS

Know your competition. You will never know whether your

marketing initiatives are successfully building your brand unless you have measured your competitive position.

How does your target market feel about your brand?

How does your brand, without advertising, measure up against your competition?

BRANDING WORKSHEET

DEALING WITH REJECTION (PT. 1)

“I tried advertising and it didn’t work.”

“Yeah, I know,” whispered the little voice inside me, “I see it not work every day.”

But if that advertiser’s message is weak, you’ll soon be hearing, “I bought what you said and it didn’t work.” I had been groping blindly in a pitch-dark room when I flicked the light switch on the wall.

Suddenly everything was clear: MESSAGE and COPY are two different things.

DEALING WITH REJECTION (PT. 2)

"The fish trap exists because of the fish. Once you've gotten the fish you can forget the trap. The rabbit snare exists because of the rabbit. Once you've gotten the rabbit, you can forget the snare. Words exist because of meaning. Once you've gotten the meaning, you can forget the words." – Chuang-tzu, 350 BC

If Chuang-tzu had been in advertising, he would have said, “Copy exists because of message. Once you’ve gotten the message, you can forget the copy.”

DEALING WITH REJECTION (PT. 3) 1.    No one ever plans to have a traffic accident.

2.    You don’t really have to get 3 estimates from 3 different body shops.3.    You don’t even have to pay your $250 or $500 deductible.4.    Your insurance company will happily pay whatever their adjustor says is the right amount.5.    When you’ve been involved in a traffic accident, call me. 6.    I’ll send out a wrecker to pick up you and your car.7.    I’ll give you a free loaner car to drive while I’m repairing your car.8.    I’ll notify your insurance company and meet with the adjustor.9.    I’ll fix your car for whatever amount the insurance adjustor agrees to pay.10.    You don’t even have to pay your deductible.11.    And since we’ve already got the paint in the gun, we’ll fix those little door dings and scratches on the other side of the car that were there before the accident. No extra charge.12.    You’ll get back a car that’s better than it was before the accident.

DEALING WITH REJECTION (PT. 4)

1.    They need to stay on the air long enough for people to hear them and remember their message. That’s when they’ll begin to see results.

2.    Then they have to wait for the listener to need them.

3.    The longer they stay on the air, the deeper the message goes into memory and the better it works.

DEALING WITH REJECTION (PT. 5)

1.    The advertiser with a weak message, often repeated, will prevail over a competitor with an equally weak message less often heard. When weak vs. weak, frequency is a tiebreaker.

2.    The advertiser with a weak message wrapped in cleverness and humor will prevail over a competitor with an equally weak message wrapped in a brown paper bag.

3.    The advertiser with a weak message and a big ad budget will prevail over a competitor with a strong message that never gets heard.

3 KEYS TO A SUCCESSFUL PRINT AD

PRINT ADS Write for the EYE, focus on VISUAL

Write for the BUSY EYE

Keep your TARGET MARKET in mind

KEY #1 TO A SUCCESSFUL PRINT AD

Print ads are VISUAL A catchy headline Art, Photos, Illustrations, Clip Art, Shapes, etc. Design in an interesting, intriguing, attention

getting manner Use WHITE SPACE effectively Use no more than THREE TYPEFACES

(Fonts) Draws the reader’s eye to your LOGO Use COLOR to grab the reader’s attention

KEY #2 TO A SUCCESSFUL PRINT AD

Write for the BUSY EYE Capture the attention of potential customers Encourage them to remember what you

want them to do Persuade them to actually do it Print ads should have ONE message and

ONE message only CALL OF ACTION, CALL OF ACTION, CALL

OF ACTION

KEY #3 TO A SUCCESSFUL PRINT AD

Keep your TARGET MARKET in mind Ad message should focus on your

CUSTOMERS’ NEEDS not YOUR OWN Sales are effective because it is saving

customer’s money Contests, free gifts, free food – think

OUTSIDE THE BOX Study other people’s ads

EFFECTIVE ADS

A I D A: The Classic Formula for Effective Ads ATTENTION: Grabs readers’ attention with

headlines, type, white space and visuals. INTEREST: Make the copy interesting and

benefit-oriented. DESIRE: Make sure the copy answers readers’

most basic question: “What’s in it for me?” People read ad copy to find out how your product or service benefits them.

ACTION: Urge your readers to act now – and make them do so.

EXAMPLE OF EFFECTIVE PRINT AD

EXAMPLE OF EFFECTIVE PRINT AD

EXAMPLE OF INEFFECTIVE PRINT AD

HOW TO FIND VALUE IN ADVERTISING Return On Investment (ROI) ROI=

(Gain from Investment – Cost of Investment)Cost of Investment

Example:($20,000 profit - $2,000 advertising/year)$2,000 advertising

ROI = 9 times

VALUE THROUGH BRANDING

Value and Branding through collaborative efforts rather than advertising on your own.

Save money Save time Gain market share in this economy Must work together as a unit rather

than one CROSS MARKETING!!!

EXAMPLE OF GROUPING PAGE

EXAMPLE OF GROUPING PAGE

THE NEXT STEP

What has worked for you? Why did it work? What is your demographic? What is your advertising/marketing

budget for 2010-11? How do you figure out a budget for marketing/advertising?Advertising-to-Sales Ratios

THE NEXT STEP

Budgeting Your Advertising Common Mistakes:

1. Habit – What you have always done in the past

2.Looking in the cash register to see how much you can afford today

THE NEXT STEP

Why a Formal Budget? Firm control of your advertising

investment In-store selling tie-ins to build extra

sales Elimination of poorly times

promotions Better response rates on individual

ads Full use of cooperative ad allowances Time saved in ad handling

THE NEXT STEP

How Much to Spend on Advertising and Promotion. Know and understand your competition. Analyze your performance. Note the number of selling days (last year to this

year). Watch out for hot-selling items. Seek out all vendor co-op opportunities. Establish a clear traffic pattern that leads shoppers

past a variety of merchandise and makes it easy for them to move through the store.

THE NEXT STEP

Rule of Thumb If 10 % of your sales are made in a given month, you should

budget 10 percent of your advertising in that month. In the example below, a typical jewelry store does 23.8 % of

its sales in December. Therefore, it should allow $3,265 for December advertising.

Example--------------------------------------------------------------------------------

$13,720 Annual advertising budgetX 0.238 10% of December sales_______$3,265 For December advertising budget

THE NEXT STEP

THE END…A NEW BEGINNING

Thank you for participating in the Marketing 101 Workshop.

Now go out there and market your business with new enthusiasm.