Small Business Marketing 101

Work Smarter Work Smarter ––Not Harder!Not Harder!

Marketing Dept.Marketing Dept.

Tools, Tips and Strategies for developing a successful marketing campaign

Presented by the Art of Design i.d.

©2009, Art of Design i.d.

Art of Design Art of Design i.di.d. Inc.. Inc.www.artofdesignid.comwww.artofdesignid.com

Debbie Tuzel, BS, MS (719) 272-6789, [email protected] & Creative Director

Debbie founded the Art of Design i.d. years ago at the request of small business owners & independent professionals looking for a Marketing & Design agency that would focus on their needs and work within their budgets. Over the past 14 years she has worked with hundreds of local businesses and entrepreneurs.

Marc Tuzel, BS (719) 339-2493, [email protected] President , Marketing

Marc brings a wealth of knowledge, experience and expertise in the field of marketing. His degree from Johnson & Wales University in business management along with extensive marketing experience ina wide variety of industries gives him an intricate understanding of key factors in a target markets’ decision making process.


““Doing Business without advertising is Doing Business without advertising is like winking at a girl in the dark. You like winking at a girl in the dark. You know what you are doing but nobody know what you are doing but nobody

else does.else does.””


““If you are not constantly If you are not constantly marketing your business, you marketing your business, you wonwon’’t be able to sustain your t be able to sustain your

business.business.””


TheThe22334 4

Fatal Fatal Marketing Marketing MistakesMistakes


Marketing Mistake #1Marketing Mistake #1““Field of DreamsField of Dreams””

Bad IdeaBad Idea–– Build it and they will comeBuild it and they will come…… (and buy!)(and buy!)

Right IdeaRight Idea–– Drive prospects to your businessDrive prospects to your business


Marketing Mistake #2Marketing Mistake #2““Spray & PraySpray & Pray””

Bad IdeaBad Idea–– ““ShotgunShotgun”” ApproachApproach

Mass marketing to everyone out thereMass marketing to everyone out thereExpensiveExpensiveIneffectiveIneffective

Right IdeaRight Idea–– ““SniperSniper”” ApproachApproach–– Targeted campaignTargeted campaign

““The right customer is out there. Is he getting your The right customer is out there. Is he getting your message?message?””


Marketing Mistake #3Marketing Mistake #3““Self Defeating Prophecy Self Defeating Prophecy ””

Bad Idea:Bad Idea:–– ““Been there, done that!Been there, done that!””–– ““It doesnIt doesn’’t work. I tried it once and I didnt work. I tried it once and I didn’’t see any t see any

results.results.””

Right Idea:Right Idea:–– ““Try, Try, Try, AgainTry, Try, Try, Again””–– Understand the PsychologyUnderstand the Psychology–– Know the value of Multiple TouchesKnow the value of Multiple Touches

4 4 –– 6 Touches deliver higher conversion rates6 Touches deliver higher conversion ratesCustomer has repeated opportunities to make contactCustomer has repeated opportunities to make contactBuilds Brand AwarenessBuilds Brand Awareness


Marketing Mistake #4Marketing Mistake #4““Blind FaithBlind Faith””

Bad Idea:Bad Idea:–– ““Business is OK so my marketing must be Business is OK so my marketing must be

working.working.””–– ““I feel it in my gutI feel it in my gut…”…”

Right Idea:Right Idea:–– ““However Beautiful the Strategy, you should However Beautiful the Strategy, you should

occasionally look at the Resultsoccasionally look at the Results””––Winston ChurchillWinston Churchill

–– Metrics Matter!Metrics Matter!


The Right Approach to The Right Approach to Marketing Marketing

One step at a time!One step at a time!

&&Looking at your business from the eyes of your (Looking at your business from the eyes of your (bestbest) customer) customer


Plan for SuccessPlan for Success……

GOAL

Ideal Customer Profile

Marketing Goal

vs

Financial Goal

Implementation

STRATEGIES

TARGET MARKET

ROI


1

Focusing in on Focusing in on youryourTarget MarketTarget Market……

Who do I want to reach?

What motivates them?

Where do I find them?

What do they look like?

Target Market:Target Market:What do you know about your What do you know about your bestbest customer?customer?


• Business Name

• Contact Info

• SIC #

• # Employees

DEMOGRAPHICS:

• Age

• Gender

• Income

• Geographics

ASSOCIATIVE DATA:

• Hobbies

• Pets

• Credit Score

• Behavioral Indicators

• Consumer Name

• Contact info

• # Children

• Own or Rent Home

IDENTITY:

Marketing GoalsMarketing Goals

BrandingBranding–– New businessNew business–– AwarenessAwareness

Lead GenerationLead Generation–– Drive people to your store or websiteDrive people to your store or website

Product or Service AnnouncementsProduct or Service AnnouncementsPublic Relations Public Relations –– New hiresNew hires–– Community ServiceCommunity Service–– Special EventsSpecial Events


StrategiesStrategies

MessageMessage–– What do you want to say?What do you want to say?DeliveryDelivery–– How do your customers want to hear How do your customers want to hear

from you?from you?–– How often do you need to reach them?How often do you need to reach them?TrackingTracking–– How will you know it worked?How will you know it worked?


Developing a Focused Developing a Focused MessageMessage

StrengthsStrengths–– Tells you what to sayTells you what to say

WeaknessesWeaknesses–– What to avoid sayingWhat to avoid saying

Distinguishing ValuesDistinguishing Values–– What separates you from the pack?What separates you from the pack?–– Examples: Examples: ““going the extra milegoing the extra mile””, trust, , trust,

timeliness, efficiency, creativity, problem timeliness, efficiency, creativity, problem solving, etc.solving, etc.

““We take care of your skin from basket to We take care of your skin from basket to casket.casket.”” --Annie S., Annie S., ArbonneArbonne

Determine Frequency & Determine Frequency & Length of CampaignLength of Campaign

Customers & Prospects need to hear Customers & Prospects need to hear your marketing messages your marketing messages MULTIPLEMULTIPLEtimes to influence a buying decision.times to influence a buying decision.Every campaign has a specific time Every campaign has a specific time frame for measuring successframe for measuring success–– 66--month goalmonth goal–– 99--month goalmonth goal–– 1212--month goalmonth goal


TrackingTracking

Test, Measure & EvaluateTest, Measure & Evaluate–– Start small & measure oftenStart small & measure oftenResponders Responders vsvs NonNon--RespondersResponders–– Planning for the Planning for the ““What ifWhat if’’ss…”…”Build on successful strategiesBuild on successful strategiesUnsuccessful strategiesUnsuccessful strategies–– Change one thing at a timeChange one thing at a time–– ReRe--evaluateevaluate

Marketing Metrics: Marketing Metrics: The Secret IngredientThe Secret Ingredient

Every marketing effort needs to have Every marketing effort needs to have a measurable result a measurable result –– No campaign is a failure if you learn from No campaign is a failure if you learn from

it!it!

Marketing evolvesMarketing evolves–– What you learn today effects how you What you learn today effects how you

market tomorrowmarket tomorrow


Cost Effective StrategiesCost Effective Strategies

CoCo--op Marketingop MarketingSerial NetworkingSerial NetworkingStrategic PartnershipsStrategic PartnershipsSeminars/WebinarsSeminars/WebinarsNewslettersNewsletters


Planning Your CampaignPlanning Your Campaign


Estimating ROIEstimating ROI


Goal in $$$$Goal in $$$$Value of a new customer/client?Value of a new customer/client?# of new Sales Needed# of new Sales Needed = Goal/Client Value= Goal/Client ValueEstimated Response RatesEstimated Response Rates–– 1%, 3%, 5%, 1%, 3%, 5%, 10% (anything above 10% is unrealistic)10% (anything above 10% is unrealistic)

Closing Ratio (%)Closing Ratio (%)# of Prospects you need to reach# of Prospects you need to reach = (# of New Sales/Closing = (# of New Sales/Closing Ratio)/Estimated Response RatesRatio)/Estimated Response RatesExpensesExpenses = ((# Prospects x Production per Unit) x = ((# Prospects x Production per Unit) x Frequency)+ SetFrequency)+ Set--UpUpEstimated ROIEstimated ROI = Goal $ = Goal $ -- CostsCosts

Turning Ideas into Turning Ideas into CampaignsCampaigns

ConsistencyConsistencyHeadlineHeadline–– Compelling and PersuasiveCompelling and Persuasive

Call to ActionCall to ActionOfferOffer–– Perceived ValuePerceived Value

Emotional HookEmotional Hook–– Reason to Believe/ActReason to Believe/Act

Validation (Trust)Validation (Trust)–– Guarantee Guarantee –– TestimonialsTestimonials–– Brand ImageBrand Image


Headline

Emotional Hook

Call to Action


Offer

Call to Action

Emotional Hook

Validation


Putting A Framework Putting A Framework around your Strategyaround your Strategy

Direct Mail Campaign:

6 mailings / 1 per monthMail Postcard

Non –Responders get next mailing Prospect calls for a quote

(remove from mailings)

Salesman meets 1 on 1

Sale to New CustomerAdd to Referral Campaign

No Sale

Value of CreativityValue of Creativity““If it doesnIf it doesn’’t sell, it isnt sell, it isn’’t creative.t creative.””

3,000 attempts daily to snag our 3,000 attempts daily to snag our attention. attention. that figure is doubling every five that figure is doubling every five years. years. Is your message buried or does it Is your message buried or does it stand out?stand out?Is the Creative Is the Creative ““Marketing SavvyMarketing Savvy””??



Practice Makes Perfect!Practice Makes Perfect!

Successful Successful marketing is like marketing is like learning to play learning to play an instrument an instrument ItIt’’s not a one time s not a one time event event –– ItIt’’s a s a continuously continuously evolving process evolving process that takes that takes knowledge and knowledge and planningplanning


Road Map to Successful Road Map to Successful MarketingMarketing

GoalGoalKnow your Market & your Know your Market & your CustomersCustomersClear & Consistent MessageClear & Consistent MessageSelect Media MixSelect Media MixBe ConsistentBe ConsistentFrequency is KeyFrequency is KeyTrack ResultsTrack Results


““ If a marketing campaign is built If a marketing campaign is built around a weak idea around a weak idea -- or as so often is or as so often is the case, no idea at allthe case, no idea at all-- I donI don’’t give a t give a damn how good the execution is, itdamn how good the execution is, it’’s s

going to fail.going to fail.””-- Morris HiteMorris Hite


ItIt’’s not the size of the budget you s not the size of the budget you have to spend, but rather how have to spend, but rather how

creatively and effectively you use creatively and effectively you use those dollars in a well thought out and those dollars in a well thought out and

consistent marketing campaign. consistent marketing campaign.


Date post:	20-Oct-2014
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Small Business Marketing 101

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