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Steve Willinger Small Business Marketing Professional Social Media Strategist Keynote Speaker Bristol, TN MARKETING & ADVERTISING For The Entrepreneur Entrepreneur Express February 23, 2010
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Steve WillingerSmall Business Marketing Professional
Social Media Strategist
Keynote Speaker
Bristol, TN
MARKETING & ADVERTISING For The Entrepreneur
Entrepreneur ExpressFebruary 23, 2010
• Marketing Today• Social Networking• Planning for Success• Advertising for the Small Business• Developing a Marketing Budget
Today's Agenda
• Advertising is struggling• Expectations are increasing• Competition is everywhere• Time is a scarcity• Technology has become an integral component
A Few Facts
“Everything you do to place your product or service in the hands of potential
customers.”
• Creating a customer• Keeping a customer
Marketing is. . .
Social Networking?
Social Media
• Anticipate future events• Define a direction• Create a blueprint
Marketing Plans
Marketing Plans
“A written plan turns your marketing into
a planned investmentrather than a hopeful risk”
• Easy to understand• Clearly links objectives to strategies• Specific and measurable• Flexible• Provides for checkpoints
A Good Plan…
The Marketing Plan
• Reality Check* Current economy* Understanding success factors* Challenges your company faces
• Customer Analysis* Demographics, purchasing behaviors
• Competitive Analysis* SWOT analysis, competitive changes,
challenges
The Marketing Plan
SMART Objectives• Specific• Measurable• Accurate• Realistic• Time-based
The Marketing Plan
• Strategies must be linked to the objectives• Well thought-out strategies can provide
discipline• Minimizes the tendency to react
• Provides a benchmark for measuring success
7 Step Marketing Plan
1. State the purpose of your marketing.
2. Define your target audience.3. State customer benefits to
emphasize.4. List marketing objectives &
strategies5. Describe your market6. Establish your budget.7. Prepare an Action Calendar.
The most “convenient” method of communicating to your target
audience the benefit of purchasing your product or service.
ADVERTISING is . . .
The key is to ensure that they take notice of yours!
HOW?
Fact: Most people ignore advertising
LocationRegular advertising will build awarenessConstant Focus on Sales and MarketingCommunity InvolvementPublic RelationsCommunicationCustomer Service
Make sure your company is Recognizable
Make sure your company is Memorable
Advertising puts your company at the forefront of people’s minds. Advertising either stimulates a purchase or helps to ensure that people know where to go when they do decide to purchase. Advertising also confirms a customer’s decision that doing business with you was a good idea
How Does Advertising Work?
Branding
• What is it going to cost?• What methods would benefit my
business the most?• Meet with a professional
QUESTIONS ASKED . . .
% of lifetime value of customer% of previous annual sales
% of desired sales8-10% average retail (b2c)
4-6% average wholesale (b2b)
Marketing & Advertising = Customers
Advertising Budget Basics
Steve WillingerSmall Business Marketing Professional
Social Media Strategist(423) 797-0355
linkedin.com/in/stevewillingerfacebook.com/stevewillinger
“It’s your turn for Comments and Questions”
