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Small Business MarketingAnd You!
Your Goal?
My Goals:
Spread Ideas,Move People
Nancy Duarte – President Duarte Design
A Plan
Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute
Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute
“Plan your work, and work your plan.”
Your Plan
“A marketing plan lays out a campaign that aims to fulfill a company’s market strategy.”
Seth Godin’s Purple Cow Theory
Seth Godin’s Purple Cow Theory
Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute
S.W.O.T. Analysis
Strengths
Weakness
Opportunity
Threats
Market Analysis• Size• Growth Rate• Profitability• Trends
Market Analysis• Size• Growth Rate• Profitability• Trends
Market Analysis• Size• Growth Rate• Profitability• Trends
Market Analysis• Size• Growth Rate• Profitability• Trends
Opportunity Identified
Tactical Preparations
Marketing Mix (4 P’s)• Product• Price• Place• Promotion
4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections
Internal Customers
External Customers
4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections
Time-Based Competition
Customer Relationship Management
Mass Customization
4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections
Internal Collaboration
External Collaboration
4 C’s of Strategic Marketing• Customer Centrality• Competitive Capabilities• Company Collaborations• Cyclical Connections
How it is done…
Leads to…
What can be done
Global Mediocrity = No Advantage
Programs with out Capacity
Empty Promises
Program Ambiguity = No Identity
Ritualization:
“We have always done it that way.”
Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute
Financial Analysis
ROI = Return on Investment
ROI = (Profit – Investment)
Investment
Write It!
Marketing PlansStep 1 – UnderstandingStep 2 – DevelopmentStep 3 – PreparationStep 4 - Execute
You Can Do It!