Marketing, Advertising & Marketing, Advertising & Your Small BusinessYour Small Business

Presentation by RC WilliamsPresentation by RC Williams President/Founder Media & Press.com, President/Founder Media & Press.com,

LLCLLC510-991-7733 510-991-7733 www.mediaandpress.comwww.mediaandpress.com

Understanding The Understanding The DifferenceDifference

First, it’s important to understand the difference. First, it’s important to understand the difference. Technical definitions: Technical definitions:

Marketing: The systematic planning, Marketing: The systematic planning, implementation and control of a mix of business implementation and control of a mix of business activities (PR, community outreach, sales activities (PR, community outreach, sales strategy, product pricing, and customer service) strategy, product pricing, and customer service) intended to bring together buyers and sellers for intended to bring together buyers and sellers for the mutually advantageous exchange or transfer the mutually advantageous exchange or transfer of products.of products.

Advertising: The paid, public, non-personal Advertising: The paid, public, non-personal announcement of a persuasive message by an announcement of a persuasive message by an identified sponsor; the non-personal presentation identified sponsor; the non-personal presentation or promotion by a firm of its products to its or promotion by a firm of its products to its existing and potential customers.existing and potential customers.

How about an easier way to How about an easier way to remember:remember:

Marketing = Marketing =

Advertising =Advertising =

Always keep in mind that your Always keep in mind that your marketing plan encompasses all of your marketing plan encompasses all of your promotion engines, while advertising is promotion engines, while advertising is a function of that engine. The two are a function of that engine. The two are often confused for the same thing, often confused for the same thing, which can lead to the right message in which can lead to the right message in the wrong place. the wrong place.

Let’s look at some Let’s look at some examplesexamples

Direct Response: A method where a Direct Response: A method where a potential customer is urged to respond potential customer is urged to respond immediately and directly via a “device”; a immediately and directly via a “device”; a coupon, business reply card, toll free coupon, business reply card, toll free number or a special. number or a special.

Let’s look at some Let’s look at some examplesexamples

Awareness: A method where the goal is to Awareness: A method where the goal is to increase the general knowledge of a increase the general knowledge of a company/campaign/product: company/campaign/product:

Let’s look at some Let’s look at some examplesexamples

Branding: The simple definition of this method: it’s Branding: The simple definition of this method: it’s about getting your prospects to see you as the ONLY about getting your prospects to see you as the ONLY ONE that provides a solution to their problem, not ONE that provides a solution to their problem, not trying to get them to choose you over the trying to get them to choose you over the competition: competition:

What’s your value proposition What’s your value proposition

(aka Unique Selling Proposition)?(aka Unique Selling Proposition)? Your value proposition is what sets your product, Your value proposition is what sets your product,

business or service apart. Keep in mind that business or service apart. Keep in mind that companies usually end up paying a high price when companies usually end up paying a high price when customers lose sight of their value proposition! customers lose sight of their value proposition!

What’s yours? Take a moment to write down what What’s yours? Take a moment to write down what you believe your value proposition is at this very you believe your value proposition is at this very moment. This isn’t a graded exercise. moment. This isn’t a graded exercise.

What did you come up with? Remember, if you What did you come up with? Remember, if you cannot identify any competitive advantages offered cannot identify any competitive advantages offered by your existing product or service, you need to by your existing product or service, you need to improve them so you can!improve them so you can!

What can I do for free?What can I do for free?

Popular question! The answer: Nothing. You’re going Popular question! The answer: Nothing. You’re going to spend money, time, neither or both. You’re to spend money, time, neither or both. You’re spending something.spending something.

That said, taking advantage of social media outlets That said, taking advantage of social media outlets like Facebook, MySpace and Twitter are no cash-cost like Facebook, MySpace and Twitter are no cash-cost ways of spreading your message, but you will be ways of spreading your message, but you will be investing staff (or your own) time to create and update investing staff (or your own) time to create and update these options. When done correctly, they are these options. When done correctly, they are powerful. powerful.

Also think about building your reputation as a Also think about building your reputation as a specialist in your field. Be the go to person for specialist in your field. Be the go to person for questions or advice. When the press needs a quote or questions or advice. When the press needs a quote or opinion, be the go-to person. If you’re honest, open opinion, be the go-to person. If you’re honest, open and friendly, they’ll be looking for you! This is and friendly, they’ll be looking for you! This is powerful brand building and a big opportunity to share powerful brand building and a big opportunity to share your value proposition.your value proposition.

The MediumsThe Mediums Options, options…there are many, so let’s take a look at the most popular:Options, options…there are many, so let’s take a look at the most popular:

Internet:Internet: The medium has taken the lead because of its low cost, targeted The medium has taken the lead because of its low cost, targeted reach and immediacy, including the ability to change your message as often reach and immediacy, including the ability to change your message as often as you like. as you like.

Television:Television: Traditionally expensive, this has changed recently with an Traditionally expensive, this has changed recently with an increase in the number of quality video production services and companies increase in the number of quality video production services and companies like Google providing the means to place your ads with reduced rates. like Google providing the means to place your ads with reduced rates. Depending on your goal, TV can be very effective. Exact spot times are Depending on your goal, TV can be very effective. Exact spot times are usually not guaranteed; instead you are sold a “day part”. You also need to usually not guaranteed; instead you are sold a “day part”. You also need to have a thorough understanding of your target, their habits and your goals. have a thorough understanding of your target, their habits and your goals.

Radio:Radio: Like TV, Radio can also be quite effective, if you thoroughly Like TV, Radio can also be quite effective, if you thoroughly understand your target and their habits. Something I always share with clients understand your target and their habits. Something I always share with clients is that you know your business better than any “account executive”. While is that you know your business better than any “account executive”. While they can help you to develop your campaign (and are more than happy to sell they can help you to develop your campaign (and are more than happy to sell you a campaign), like TV, exact spot times are usually not guaranteed and you a campaign), like TV, exact spot times are usually not guaranteed and you are sold on a “day part”. (Disclaimer-I am a long time radio person) you are sold on a “day part”. (Disclaimer-I am a long time radio person)

Print: Print: The most tenured medium of the group, print media is going through a The most tenured medium of the group, print media is going through a number of changes. You may find print to be effective in smaller markets that number of changes. You may find print to be effective in smaller markets that are locally focused. Print is also very effective for direct response campaigns. are locally focused. Print is also very effective for direct response campaigns.

With Radio, TV and Print, copy changes can be difficult or impossible within a With Radio, TV and Print, copy changes can be difficult or impossible within a tight deadline. The saying “make sure you’re sure” is something to keep in tight deadline. The saying “make sure you’re sure” is something to keep in mind! mind!

Some of the best campaigns of all Some of the best campaigns of all timetime

Fortunately, history has provided Fortunately, history has provided some great examples of how to build some great examples of how to build awareness and increase business. awareness and increase business. Here are a few of the all time greats Here are a few of the all time greats for you to think about:for you to think about:

Some of the best campaigns Some of the best campaigns of all timeof all time

Ben & Jerry’s (aka David versus Goliath): Ben & Jerry’s (aka David versus Goliath): Upstart Ben & Upstart Ben & Jerry's learns in 1984 that Pillsbury, owner of Jerry's learns in 1984 that Pillsbury, owner of Häagen-DazsHäagen-Dazs, is , is pressing distributors to drop the new brand. B&J kicks off a pressing distributors to drop the new brand. B&J kicks off a campaign asking, "What's the Doughboy Afraid Of?“campaign asking, "What's the Doughboy Afraid Of?“

Mr. Shoes Pizza: Mr. Shoes Pizza: A lesser known but no less creative A lesser known but no less creative campaign was created by this Rochester, NY pizzeria: Rip a campaign was created by this Rochester, NY pizzeria: Rip a Domino'sDomino's ad out of the yellow pages and get $2 off a Mr.  ad out of the yellow pages and get $2 off a Mr. Shoes pie. Shoes pie.

Suzanne Somers launches The Thigh Master: Suzanne Somers launches The Thigh Master: The The

slogan, short and sweet: “Great Legs”slogan, short and sweet: “Great Legs” Cisco goes after the middle man: Cisco goes after the middle man: In 2002, Cisco Brewers In 2002, Cisco Brewers

needs a way to launch Triple Eight vodka. Forget the drinkers needs a way to launch Triple Eight vodka. Forget the drinkers -- -- CiscoCisco goes after the bartenders, via a contest with lavish  goes after the bartenders, via a contest with lavish prizes.prizes.

Some of the best campaigns of all Some of the best campaigns of all timetime

Each of these examples show you a Each of these examples show you a case of “Find a need a fill it”. Before case of “Find a need a fill it”. Before making a move, really think your making a move, really think your situation through, talk with advisors, situation through, talk with advisors, do testing etc. (Bonus points for do testing etc. (Bonus points for anyone who can remember what anyone who can remember what company used the “Find a need and company used the “Find a need and fill it” slogan…)fill it” slogan…)

What do I do?!?!What do I do?!?!

With all of the options and methods With all of the options and methods that I’ve discussed today, you may that I’ve discussed today, you may be wondering where to start. Here’s be wondering where to start. Here’s a brief guideline to help you:a brief guideline to help you:

What do I do?!?!What do I do?!?! Start with laying out your Value (aka Unique Selling) PropositionStart with laying out your Value (aka Unique Selling) Proposition Begin to lay out your marketing plan based on YOUR GOAL. Begin to lay out your marketing plan based on YOUR GOAL.

Don’t advertise or do press releases just for the sake of doing Don’t advertise or do press releases just for the sake of doing them! them!

Spend time researching which method of advertising will work Spend time researching which method of advertising will work best for you.best for you.

Determine which medium is going to work best for your goals Determine which medium is going to work best for your goals and method.and method.

Set your budget. “Whatever it costs” or “I don’t know” ARE NOT Set your budget. “Whatever it costs” or “I don’t know” ARE NOT acceptable answers.acceptable answers.

Revisit number 2 and make sure other applicable pieces (PR, Revisit number 2 and make sure other applicable pieces (PR, community outreach, sales strategy, product pricing, and community outreach, sales strategy, product pricing, and customer service) are working as well. Remember, customer service) are working as well. Remember, advertising is just one slice of the pie! advertising is just one slice of the pie!

Marketing, Advertising & Your Marketing, Advertising & Your Small BusinessSmall Business

Presentation by RC Williams Presentation by RC Williams President/Founder Media & President/Founder Media &

Press.com, LLC 510-991-7733 Press.com, LLC 510-991-7733 www.mediaandpress.comwww.mediaandpress.com