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April 13th, 2011
11:30am - 1:00pm
C.B. & Potts
1257 W. 120th Ave
Westminster, CO 80234
www.SeikoMarketing.com
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?
RADIO
WHAT IS MARKETING?
TV & CABLE
MARKETING TIP #1
There are 9 tips to effectively market your business
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? 24 Hour Fitness
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.
THE 80-20 MARKETING RULE
Proven
Promotions
80%
Testing New
Promotions
20% Marketing Budget
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
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.
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 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
THE NEXT STEP
What has worked for you?
Why did it work?
What is your demographic?
What is your advertising/marketing budget for
2011-12? 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 budget
X 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.
MARKETING IS AS EASY AS FISHING…
KNOW WHERE THE FISH ARE BITING AND WHEN
THE FISH ARE BITING.
