MARKETING BASICS FOR START-UP BUSINESSES

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "MARKETING BASICS FOR START-UP BUSINESSES"

Transcription

1 MARKETING BASICS FOR START-UP BUSINESSES By Christina Motley Executive Vice President, The O Connor Group Overview: The Small Business Administration reports that 80% of small businesses close their doors within the first five years, partly because of poor or no marketing efforts. Many business owners think they can do their own marketing. Maybe because it s creative and fun. But in reality, we all specialize in what we do best and that is the reason smart business owners partner with marketing firms and advertising agencies. Unarguably, marketing is critical to a business success. The O Connor Group is a full-service, award-winning marketing communications firm and advertising agency dedicated to helping clients build their business through cost effective and creative marketing, advertising and public relations strategies. An Introduction to Marketing, Advertising and Public Relations: People often confuse marketing, advertising and public relations. While they are different by definition, these areas work together to provide the greatest return on your marketing investment. In simple terms, marketing is the act or process of selling or an aggregate of functions involved in moving goods from producer to consumer. It is the blend of various mediums and innovative strategies working together to sell your business, products and services. Marketing examples include market research, branding and establishing your firm s identity, positioning, pricing, packaging your product and or services, signage, speciality/promotional items and sales materials such as a website to help move the product or service to market. Advertising is the tool or vehicle used to promote a product, service or idea and usually comes with a price (that is you pay to deliver your message into the marketplace via a specific communication channel or media). Advertising includes yellow pages, direct mail, print ads in newspaper and trade publications, billboard, radio, tv, internet advertising and media placement. Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the clientele on whom its success or failure depends. The basics include increasing awareness with the public, as well as internal and other external audiences. Examples of public relations efforts include distributing news releases, pitching story ideas and earning media coverage for your products, services and company, media kits, holding special events, sponsoring area organizations, involvement in the community, networking, providing speeches and presentations, newsletters and e-communications.

2 Getting Started: So with all that stuff, where do you start? Well, you know the saying: First impressions are often lasting impressions. And in the ever-expanding business world of increased competition and tougher economic climates, a company s first impression can make the difference. It can attract or deter clients. It can win or lose a sale. Or ultimately, it can make or break a business success or failure. So we ve tried to break marketing your business into three basic steps. First, develop a corporate image and brand your business. While this might sound easy, to do it right takes time and strategy. From that will come a logo and identity. The second step then, is to set a budget (ideally 6 to 10% of projected sales) and create a strategic plan that includes marketing, advertising and public relations components. This requires research, evaluation and analysis of your business; competitors target audiences, the marketplace and communication channels. The plan can include short term and long term goals and should include measurable objectives for future evaluation. Thirdly, with your plan in place, you simply implement and execute the plan.

3 Five Keys to Successful Marketing In order to ensure your marketing success, you ll want to consider each of the following areas carefully. 1. Consistency Whether business is good or bad, you must consistently market your firm and stay in front of your target audiences. 2. Repetition Repetition will build awareness. People need to hear, read and see things over and over again before it really sinks in. 3. Message Your message needs to be clear, creative, consistent and concise. It must connect with your audience logically and emotionally. 4. Frequency Frequency generates results and you must saturate the market. There are many tricks of the trade to buying media effectively. 5. Reach You must reach the right audience at the right time with the right message. Additional Resources: Books & Websites The American Marketing Association offers this free newsletter. The Direct Marketing Association shares advice and tips Guerrila Marketing provides a weekly magazine for small business owners. The Business Marketing Association shares tips for b2b marketing. Advertising Age provides the latest news in the world of advertising. Small Business Owners Toolkit. Edit Yourself by Bruce Ross-Larson Marketing Myths that are Killing Business by Kevin J. Clancy & Robert S. Shulman Olgivy on Advertising by David Ogilvy The E-Myth Revisted: Why Most Small Businesses Don t Work by Michael E. Gerber The Fall of Advertising and the Rise of PR by Al Ries Why Work with A Marketing Firm or Advertising Agency?

4 Because you want the best. Would you set your own broken leg? Of course not. We all specialize in what we do best, and that s the primary reason smart businesses hire professional agencies. While you know your product and market, good agencies know how to help you make the most of your marketing investment. Because the do-it-yourself way doesn t work. Most business owners that do their own marketing, when all is said and done, still spend quite a bit on an annualy basis. However, they typically don t have a plan but instead respond to good deals. Hap-hazard efforts don t work, nor are the results measurable. Additionally, media deals and packages can be complicated and confusing when you don t truly understand what you are buying. Take radio for example, what are you getting for $50 per spot? How many people are you reaching within your demographic and geographic target market? Is that station the best for your message? Are you getting drive or peak listening times? What is your frequency? What is your cost per thousand of people you are reaching? What is the radio s ratings? Because you want an unbiased perspective. Media and marketing-related sales representatives want to sell you their specific product. While they know their product and how it may compare to their competitors, they are still trying to steer you in the direction of buying their product. Ad agencies work for you and look out for your best interest. Because you don t have enough time. Most business professionals need more time to focus on the business operations. A good agency will save you not only time, but unwanted headaches and hassles of dealing with marketing-related sales representatives. Because you want a more professional image. In the world of increased competition and tougher economic climates, you want your first impression to be a lasting one. An agency can help you hone in on your competitive advantages and market your products and services more effectively. Because you want a turnkey solution. A good agency can handle everything from concept and production to media placement and delivery. By using an agency, you change literally dozens of steps in a complicated process into one simple solution. In addition, the agency s relationships with vendors allow them to negotiate optimum pricing, placement and etc. Because you want to produce results. By developing and re-evaluating a marketing plan and by creating innovative, solid and effective advertising campaigns and promotional materials, a good agency will bring you heightened awareness and bottom line results.

5 Getting Started: Questions to Answer What is the company s vision? What is the company s mission? What is the company s positioning statement? What are the products and services the company offers? How does your pricing compare relative to the market? What are the features of the company s products and services? What are the benefits of the company s products and services? Who are your target audiences? What are the demographics of your target audiences? How will you reach your target audiences? What additional value do you offer? Who are your competitors? Where does your pricing fit into the marketplace? How does your pricing compare to the competitors? What is the overall objective of your products/services/image? What are the company s strengths? What are the company s weaknesses? What are the opportunities to your company? What are the threats to your company? What is the one message you want to deliver? What is the company s marketing budget? What image do you want to convey to the public? What colors do you want to consider for the company s brand? What names are you considering for the company?

6 Menu of Start Up Business Marketing, Advertising & Public Relations Services Assistance in naming company Market research Identity development (logo, tagline, branding position) Stationary packages (business card, letterhead, and envelope) Marketing plans and media recommendations Budgeting assistance Development of marketing communications plans Development of creative concepts for communication materials to include: Printed materials (letterhead, brochures, sales slicks, direct mail, trade show, collateral/other sales support materials, newspaper, presentation folders, magazine ads) Broadcast materials (Television and radio commercials; jingles) Interactive and online communications (CD ROMS, Flash presentations, PowerPoint presentations, websites, s) Trade Show, POS, POP materials Media kits and public relations tools Signage and outdoor media Media planning, negotiation and placement Media management (includes the billing, checking and resolution of all media discrepancies, fielding all calls with the media to free your time; Management, tracking and analysis of results) News releases Development and implementation of partner promotional programs to enhance your relationship with the trade and audiences to whom you market Development and implementation of brand building publicity and public relations programs Brainstorming and development of marketing ideas for client Competitive analysis General marketing counsel

7 Marketing Packages for SBDC Clients Option 1 $1,750 Option 2 $5,000 Option 3 $8,000 Option 4 $12,000 Option 5 $16,000 Logo Option 1, plus: Option 2, plus: Option 3, plus: Option 4, plus: Identity Tagline Option 1a $2,250 Marketing Consulation Tagline & Positioning Statement Identity Package Design Letterhead Envelopes Business Cards Marketing Plan Brochure 3 image ads Competitive Analysis Website (up to 10 pages) Media Plan Complete Marketing Plan *Printing, Photography and Production costs not included

Jason I. Miletsky Perspectives on branding

Jason I. Miletsky Perspectives on branding Jason I. Miletsky Perspectives on branding TABLE OF CONTENTS Introduction Opening Remarks xiii xv Part One Understanding the Brand 1 1 How Would You Define a Brand? 2 2 What Role Does Brand-Building Play

More information

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Chapter 19 Advertising Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Advertising Media Key Terms promotional advertising institutional advertising media print media transit advertising

More information

PRODUCTS & SERVICES LIST

PRODUCTS & SERVICES LIST LIST PROJECT: PLAN PRODUCTS & SERVICES Propel Businessworks is a project management company that believes that each small business is unique and requires specialty services based on individual needs. This

More information

C G. Got a Plan? MARKETING. How to Build Your Marketing Plan & Budget. PCGMarketing.com. P.O. Box 4633 Des Moines, Iowa 50305 515.360.

C G. Got a Plan? MARKETING. How to Build Your Marketing Plan & Budget. PCGMarketing.com. P.O. Box 4633 Des Moines, Iowa 50305 515.360. Got a Plan? How to Build Your Marketing Plan & Budget P.O. Box 4633 Des Moines, Iowa 50305 515.360.9176 An Introduction We are a full-service marketing company that uses creative strategies to develop

More information

Marketing & Communications

Marketing & Communications Marketing & Communications Marketing Plan Messaging Targeted Marketing Media Public Relations Community Engagement What is marketing? Everything you do to recruit and retain students Why communicate? Tell

More information

A Model for Making Sense Out of Marketing ROI Measurements

A Model for Making Sense Out of Marketing ROI Measurements A Model for Making Sense Out of Marketing ROI Measurements M easuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing

More information

+962 799 110 519 info@iabuqaseam.com www.iabuqaseam.com

+962 799 110 519 info@iabuqaseam.com www.iabuqaseam.com +962 799 110 519 info@iabuqaseam.com www.iabuqaseam.com What We Do.... Iabuqaseam for Graphic, Web Design & Social Media founded in 2005.We added Social Media management to our services lately. ¬ęCreativity

More information

PARTNERSHIP OVERVIEW. Business Marketing and Design Services

PARTNERSHIP OVERVIEW. Business Marketing and Design Services PARTNERSHIP OVERVIEW Marketing and Design Services C BU S I N E S S M A R K E T I N G 1 QUALIFIED COMMUNICATION SERVICES C Qualified Communication Services is a content provider and training organization.

More information

integrated marketing, communications and branding

integrated marketing, communications and branding integrated marketing, communications and branding a new approach New Vice President for Marketing New Division of Marketing and Communications who is in the marketing area? CURRENT Vice President for Marketing

More information

Finding More Time for Creative Services A CASE STUDY IN MEDIA BUYING EFFICIENCY FOR SMALL AD AGENCIES

Finding More Time for Creative Services A CASE STUDY IN MEDIA BUYING EFFICIENCY FOR SMALL AD AGENCIES Finding More Time for Creative Services A CASE STUDY IN MEDIA BUYING EFFICIENCY FOR SMALL AD AGENCIES 1854 NDSU Research Circle North Fargo, ND 58102 701.499.3620 www.avenueright.com CUSTOMER PROFILE Ad

More information

Driving Traffic Advertising 102

Driving Traffic Advertising 102 Driving Traffic Advertising 102 Learning Objectives Learn how to get the most from manufacturers to drive traffic to your showroom Learn how to buy, place and negotiate for advertising Get tips on customer

More information

INDIVIDUAL AGENCY HOW-TO GUIDE

INDIVIDUAL AGENCY HOW-TO GUIDE Trusted Choice Branding Strategy INDIVIDUAL AGENCY HOW-TO GUIDE User ID Password CONTENTS Phase I: Set Up & Planning... Page 2 Phase II: Promotion... Page 5 Phase III: Speak The Language. Connect With

More information

Marketing Plan Checklist

Marketing Plan Checklist Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on

More information

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s).

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s). The Marketing Plan The most important part of a business plan is the Marketing Plan. To keep one s business on course this plan must be geared toward the business s mission its product and service lines,

More information

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI

WSI White Paper. Prepared by: Ron Adelman Search Marketing Expert, WSI Don t Leave Your Money on the Table WSI White Paper Prepared by: Ron Adelman Search Marketing Expert, WSI Introduction When was the last time that you looked online for a product or service? What stood

More information

marketing checklist new & updated for 2014 Tired of never having a steady stream of NEW customers, clients, or patients?

marketing checklist new & updated for 2014 Tired of never having a steady stream of NEW customers, clients, or patients? marketing checklist new & updated for 2014 Tired of never having a steady stream of NEW customers, clients, or patients? Find and fix the leaks in your marketing plan NOW with by following the steps in

More information

Library Marketing Plan Workbook

Library Marketing Plan Workbook Library Marketing Plan Workbook Why Marketing? Information professionals must understand that it is essential to actively market their services. Library marketing is critical for any information professional

More information

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet?

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Executive summary In today s challenging business landscape, companies often find themselves striving to shrink expenses as

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

Introduction Email Marketing: Online Marketing:

Introduction Email Marketing: Online Marketing: Table of Contents Introduction... 3 Marketing Plan... 4 Advertising... 9 Social Media Marketing... 11 Online Marketing... 14 Coupons and Contests... 19 Email Marketing... 21 Quick Tips... 22 Introduction

More information

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience

More information

INSIGHT WHITE PAPERS PLAN FOR PROFIT

INSIGHT WHITE PAPERS PLAN FOR PROFIT INSIGHT WHITE PAPERS PLAN FOR PROFIT A Marketing and Promotion Guide for Photographers & Illustrators When business is good, it pays to advertise; when business is bad, you ve got to advertise! An old

More information

OVERVIEW OF INTERNET MARKETING

OVERVIEW OF INTERNET MARKETING OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What

More information

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET 02920 224 111 info@semaphoredisplay.co.uk JUNE 2016 HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET In today s challenging business landscape, companies often find themselves striving to shrink expenses

More information

THE LICENSE AGREEMENT THE 4 ACCIDENT HELP SYSTEM

THE LICENSE AGREEMENT THE 4 ACCIDENT HELP SYSTEM THE LICENSE AGREEMENT THE 4 ACCIDENT HELP SYSTEM 4accidenthelpsystems is a company that provides a unique personal injury marketing program of specific, unique marketing support to physicians and attorneys

More information

Branded Websites: The Best Thing You Can Do for Your Business

Branded Websites: The Best Thing You Can Do for Your Business Branded Websites: The Best Thing You Can Do for Your Business A White Paper from Katalyst Creative Group Copyright 2012 Katalyst Creative Group, LLC info@katalystcg.com 1 Branded Websites: The Best Thing

More information

Genius lies not in the thinking of ideas, but in the ability to execute the ideas.

Genius lies not in the thinking of ideas, but in the ability to execute the ideas. We give a Genius lies not in the thinking of ideas, but in the ability to execute the ideas. ABOUT US JAM Media is a progressive advertising agency with offices in Wagga Wagga, Albury and Melbourne, offering

More information

plan. create. grow. Agency Profile

plan. create. grow. Agency Profile plan. create. grow. Agency Profile We are an independent marketing, digital and creative communications agency which was founded in Melbourne in 2008. What We Are About. Our collaborative team of discipline

More information

creative design. real results.

creative design. real results. creative design. real results. Not long ago, we were in your shoes, buying agency services. We feel your pain and know the drawbacks of working with a typical agency they can design to fit their creative

More information

Promotion & Advertising Tips

Promotion & Advertising Tips Promotion & Advertising Tips Here is a basic truth of small business: if people don t know who you are, it doesn t matter how good your product and services are. Baring this in mind it, it is imperative

More information

17 of the Internet s Best Banner Ads. Love em or Hate em They Do Work!

17 of the Internet s Best Banner Ads. Love em or Hate em They Do Work! Love em or Hate em They Do Work! Banner Ads What are they? Ever since the Internet started to take off in the mid 90 s, banner ads have been an acceptable way of advertising on the Web. Banner ads come

More information

Mastering Marketing Questions & Answers

Mastering Marketing Questions & Answers Mastering Marketing Questions & Answers Advertising Q: How do you feel about television advertising for your studio? A:(Farrah) I ve seen a couple of people who have done some fun commercials, but I m

More information

Client Questionairre. Website Design Checklist

Client Questionairre. Website Design Checklist Client Questionairre Website Design Checklist Every website design project begins with a plan! We ve created this to help you define your requirements, preferences, and resources. When you put the plan

More information

Developing a Marketing Plan

Developing a Marketing Plan Developing a Marketing Plan This document is designed to help you: Understand the role marketing plays in your business. Identify your target market. Analyse your competition. Define your product or service

More information

WHY DO OUR SCHOOLS NEED A MARKETING PLAN?

WHY DO OUR SCHOOLS NEED A MARKETING PLAN? WHY DO OUR SCHOOLS NEED A MARKETING PLAN? Public schools have historically not viewed marketing their product as an essential, or even appropriate, function. Yet planned or not, each school does present

More information

the art of choosing an ad agency

the art of choosing an ad agency the art of choosing an ad agency An Unbiased Look at Picking the Perfect Partner Finding a needle in a haystack is the analogy one of our clients once used to describe the process of hiring an advertising

More information

workbook Athena's 10 Points of Light

workbook Athena's 10 Points of Light Athena's 10 Points of Light workbook the how and why to market your dental practice by Nancy Lashley (as printed in Dentistry Today) As a dental professional, you are part of an industry and marketplace

More information

Humboldt Farm Mutual Insurance Company Agent Advertising Guideline

Humboldt Farm Mutual Insurance Company Agent Advertising Guideline Humboldt Farm Mutual Insurance Company Agent Advertising Guideline Table of Contents What is My Advertising Allotment?...1...1 How Does The Program Work?.........1 Print Advertising............2..2 Radio

More information

Dental Marketing. Guidebook. A publication of. denteractivetm

Dental Marketing. Guidebook. A publication of. denteractivetm Dental Marketing Guidebook A publication of denteractivetm Cost-Effective Dental Practice Marketing Everyone knows how to market a practice: first, provide great service so that current patients refer

More information

DEVELOPING A SOCIAL MEDIA STRATEGY

DEVELOPING A SOCIAL MEDIA STRATEGY DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social

More information

A Guide to Promoting your Project

A Guide to Promoting your Project Contents 1. Introduction 2. Why Promotion? 3. Channels Traditional Media i. Television ii. Radio iii. Print Digital Media 4. Planning Assigning Roles i. Coordinating ii. Speaking iii. Writing iv. Photographer

More information

Setting Measurable Public Relations Objectives for Law Firms

Setting Measurable Public Relations Objectives for Law Firms Setting Measurable Public Relations Objectives for Law Firms By: Gina F. Rubel, Esq. President gina@furiarubel.com What do you want people to think, say or do when they hear the name of your law firm?

More information

The Firestone Cooperative Advertising Program

The Firestone Cooperative Advertising Program The Firestone Cooperative Advertising Program Contents Introduction... 3 Internet Advertising & E-Communications... 4 Print Advertising... 6 Direct Mail... 9 Yellow Pages...12 Proof of Performance Form...13

More information

Using Effective Promotions

Using Effective Promotions Chapter 16: Using Effective Promotions Product Place Price Promotion 48 slides 12 slides 4 slides 2 slides 2 3 1 Any of a variety of methods used to communicate with the people in your target market and

More information

Email Marketing Content Creation

Email Marketing Content Creation Email Marketing Content Creation Writing your way into the inbox. Email marketing is primarily a textual medium focusing on phrases, stories and sentences that are used to gain attention and hold it until

More information

PROMOTION SERVICES... to Maximize Customer Retention & New Customer Acquisition

PROMOTION SERVICES... to Maximize Customer Retention & New Customer Acquisition The nation s top profit, pricing & advertising troubleshooter... A Perfect Vision for Success The largest advertising agency of its type specializing in Serving the Promotion and Business Development Needs

More information

Branding, Marketing, and Communications at University of South Alabama

Branding, Marketing, and Communications at University of South Alabama Branding, Marketing, and Communications at University of South Alabama Today s Presentation Marketing and Communications Overview What is a Brand? What is Branding? Benefits of Branding and Marketing Building

More information

PSA Distribution Kit

PSA Distribution Kit It s time to change how we view a child s growth. Centers for Disease Control and Prevention (CDC) Learn the Signs. Act Early. Campaign PSA Distribution Kit www.cdc.gov/actearly 1-800-CDC-INFO About This

More information

1. To assess historical information regarding advertising through radio. 2. To evaluate the reasons radio is a successful advertising medium. 3.

1. To assess historical information regarding advertising through radio. 2. To evaluate the reasons radio is a successful advertising medium. 3. 1 1. To assess historical information regarding advertising through radio. 2. To evaluate the reasons radio is a successful advertising medium. 3. To understand the steps associated with purchasing a radio

More information

Marketing planning toolkit for small business

Marketing planning toolkit for small business 10 Minute Guide Marketing planning toolkit for small business Membership Services Moor Hall, Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: 01628 427500 www.cim.co.uk/marketingresources The Chartered

More information

Webinar Marketing Your Culture Days Activity Like a Pro

Webinar Marketing Your Culture Days Activity Like a Pro Webinar Marketing Your Culture Days Activity Like a Pro Presenter: Kelly Stahl, Senior Advisor, Creative Economy City of Brampton, Ontario August 10, 2015 Presented with the support of the Canada Council

More information

CREATIVE MARKETING SOLUTIONS TO CONNECT AND INSPIRE

CREATIVE MARKETING SOLUTIONS TO CONNECT AND INSPIRE CREATIVE MARKETING SOLUTIONS TO CONNECT AND INSPIRE OUR HISTORY gt4 is a talented team indeed. Whatever your marketing project, we have the experience, the knowledge and the enthusiasm to deliver. At gt4,

More information

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget.

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget. 1 CNBC s list of the Top 10 Most Stressful Jobs of 2011 revealed that the sixth most stressful job was that of an advertising account executive. The reason today s account executives are so stressed is

More information

Building a Brand Plan for Marketing. Joseph Frost KreativElement.com

Building a Brand Plan for Marketing. Joseph Frost KreativElement.com Building a Brand Plan for Marketing Joseph Frost KreativElement.com What is Marketing? Marketing is NOT advertising or sales Marketing is the Science of Sales Knowing your Audience Identifying Needs and

More information

CHAPTER 5: Advertising and Marketing

CHAPTER 5: Advertising and Marketing CHAPTER 5: Advertising and Marketing The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business. Derby Brown Advertising There are many mediums

More information

The Power of Promotional Products: Advertising Specialties Impressions Study

The Power of Promotional Products: Advertising Specialties Impressions Study The Power of Promotional Products: Advertising Specialties Impressions Study Moderator: Natalie Townes, ASI Professional Development 1 Panelists for Prove to Your Clients That Promotional Products Work

More information

Marketing at McDonald s

Marketing at McDonald s at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the

More information

CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES

CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES CONTENT MARKETING FOR B2B SOFTWARE COMPANIES 1 INTRODUCTION If you re a B2B software company trying to grow, you must find effective ways to build brand awareness, connect with customers and prospects,

More information

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else?

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else? 1 INBOUND MARKETING Digitally marketing a product or service can get complicated. Before digital came along things seemed easier. Consider a farmer s market: a farmer has a product and displays it on a

More information

Direct Response: The Key to Effective Marketing - Part 2

Direct Response: The Key to Effective Marketing - Part 2 Direct Response: The Key to Effective Marketing - Part 2 How small businesses get the best results from Direct Response Marketing By Robert Ciccone - Success Unlimited Sales & Marketing Group Inc. In Part

More information

HOW TO MAKE PAID SEARCH PAY OFF

HOW TO MAKE PAID SEARCH PAY OFF HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,

More information

Public Relations 101: Understanding and Using the Tools

Public Relations 101: Understanding and Using the Tools Public Relations 101: Understanding and Using the Tools Agenda Public Relations (PR) What it is and isn t What it can and cannot do PR Tools Overview How PR can help your group Implementing PR as a tool

More information

Marketing Your Business in a Tough Economy

Marketing Your Business in a Tough Economy Marketing Your Business in a Tough Economy Presented by Ty Rideout, M.B.A. Be Realistic Advertising vs. Marketing Allocate Resources Know the Basics Remember the Four Ways Develop Your Plan Be Realistic

More information

Marketing 101: A Guide to Winning Customers

Marketing 101: A Guide to Winning Customers Marketing 101: A Guide to Winning Customers Text File Slide 1 Marketing 101: A Guide to Winning Customers Welcome to SBA s online training course, Marketing 101: A Guide to Winning Customers. This program

More information

Top tips for online campaign optimisation

Top tips for online campaign optimisation Contents 1. The best laid plans... 3 2. Playing to the right audience... 3 3. Quality not quantity... 4 4. You only get out what you put in.. 4 5. Less is more... 5 6. Did you get my message?... 6 7. If

More information

branding guide for tax pros

branding guide for tax pros by Your Business Matters the branding guide for tax pros how to grow your tax business by building a powerful brand What s in this guide? What branding means Why branding matters in your tax practice How

More information

QUESTION # 1 As a sales person, what do YOU sell FIRST on a sales call?

QUESTION # 1 As a sales person, what do YOU sell FIRST on a sales call? Page 1 of 13 Sales Aptitude Assessment Questions The following questions are to determine what type of sales person you are and where you fit in our sales organization. We want to make the right decision

More information

Sales Call Success For Promotional Products Professionals

Sales Call Success For Promotional Products Professionals Sales Call Success For Promotional Products Professionals Copyright 2005 Rosalie Marcus, The Promo Biz Coach http://www.promobizcoach.com Five Steps To A Successful Sales Call 1. Target prospects that

More information

In 1976, Creative Media Agency was born and began its journey into. bliss and never looked back. CreativeMedia. agency LLC

In 1976, Creative Media Agency was born and began its journey into. bliss and never looked back. CreativeMedia. agency LLC advertising In 1976, Creative Media Agency was born and began its journey into bliss and never looked back. CreativeMedia agency LLC WHO WE ARE: CMA CMA is a uniquely structured advertising agency experienced

More information

Public Relations: What is it? How can you get the most from it?

Public Relations: What is it? How can you get the most from it? Public Relations: What is it? How can you get the most from it? An OCSA Veterinary Outreach Program Guide Dec. 10, 2012 Wisecarver Public Relations, LLC Big Ideas. Powerful Results. This is PR 101! This

More information

Boosting your Sales Through Direct Marketing & Public Relations

Boosting your Sales Through Direct Marketing & Public Relations C&H Communications 2011 Boosting your Sales Through Direct Marketing & Public Relations By: Charbel El Khouri Marketing & Communications Consultant email: charbel.khouri@chcommunications.net Mob: +971-50-4612513

More information

Providing Knowledge to Grow Your Practice www.pilmma.org 1

Providing Knowledge to Grow Your Practice www.pilmma.org 1 Brought to you by: 1 The 7 Fatal Mistakes Lawyers Make In Marketing Their Practices By Ken Hardison Kenneth L. Hardison 2009 Many lawyers think that if they spend a load of money advertising or marketing

More information

Checklist Of What Works In Print, Radio, TV, Direct Mail and Outdoor Ads

Checklist Of What Works In Print, Radio, TV, Direct Mail and Outdoor Ads IN PRINT 1. Use simple layouts. Checklist Of What Works In Print, Radio, TV, Direct Mail and Outdoor Ads by Tom Egelhoff One big picture works better than several small pictures. Avoid cluttered pages.

More information

Local Search Takeover Social Media Impulse Page 1

Local Search Takeover Social Media Impulse Page 1 Local Search Takeover Social Media Impulse Page 1 Table of Contents Introduction... 3 Why You Should Use Local Search... 4 Google Places... 5 Bing Local... 8 Yahoo! Local... 9 Enhancing Local Listings...

More information

Building a Successful Marketing Plan Using Paid Media and FloodSmart Tools. May 20, 2015

Building a Successful Marketing Plan Using Paid Media and FloodSmart Tools. May 20, 2015 Building a Successful Marketing Plan Using Paid Media and FloodSmart Tools May 20, 2015 FloodSmart Foundational Campaign Media Objective Create an integrated direct response program that: Reaches a large

More information

Web content provided for Blue Square Design see www.blue-square.com.au. Home Page

Web content provided for Blue Square Design see www.blue-square.com.au. Home Page Web content provided for Blue Square Design see www.blue-square.com.au Home Page We help your business make new friends When you harness the skills of a graphic and web design studio, there s a certain

More information

How to Create an Amazingly Successful Physician Marketing Plan & Budget

How to Create an Amazingly Successful Physician Marketing Plan & Budget Online Marketing Suite How to Create an Amazingly Successful Physician Marketing Plan & Budget www.practicedock.com Ph. 877-886-7731 How to Create an Amazingly Successful Physician Marketing Plan and Budget

More information

Tradeshow Public Relations:

Tradeshow Public Relations: Tradeshow Public Relations: A How-To Guide Get the Most Out of Your Tradeshow Investment Education: Wednesday, september 16 saturday, september 19 sands expo & convention center Las vegas,nv VisionExpoWest.com

More information

Media Planning. Marketing Communications 2002

Media Planning. Marketing Communications 2002 Media Planning Marketing Communications 2002 Media Terminology Media Planning - A series of decisions involving the delivery of messages to audiences. Media Objectives - Goals to be attained by the media

More information

An introduction to FaceTime. We champion best practice so we need champions

An introduction to FaceTime. We champion best practice so we need champions An introduction to FaceTime FaceTime is the marketing body for the multi-billion pound live events industry, set up to help customers harness the power of live events to drive sales, enhance customer relationships

More information

Top 10 JumpStart Your Marketing Checklist for Small Business Owners & Entrepreneurs

Top 10 JumpStart Your Marketing Checklist for Small Business Owners & Entrepreneurs Top 10 JumpStart Your Marketing Checklist for Small Business Owners & Entrepreneurs One thing I have found in my years of entrepreneurship is that smart marketing is the key to success. I have worked with

More information

Atlantic Cape Community College Branding Communication Plan

Atlantic Cape Community College Branding Communication Plan Atlantic Cape Community College Branding Communication Plan STEP 1: Research: Capital campaign and branding research summary To determine whether Atlantic Cape Community College was ready to begin a capital

More information

Top Marketing Tips for Libraries

Top Marketing Tips for Libraries Top Marketing Tips for Libraries American Library Association Annual Conference - Chicago Presented By Metropolitan Group www.metgroup.com/libraries June, 2005 Metropolitan Group Storytelling Everyone

More information

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits Developing a Marketing Plan Develop a strategic marketing plan to successfully grow your business and increase profits Learning Objectives At the end of this module, you will be able to: Understand the

More information

What is paid advertising? How does advertising differ from media relations? You pay the media outlet to air advertisements

What is paid advertising? How does advertising differ from media relations? You pay the media outlet to air advertisements USDA SNAP / Communication Channels / Paid Advertising / 1 Paid Advertising What is paid advertising? Paid advertising, otherwise known as paid media, is the airing of campaign messages or advertisements

More information

REQUEST FOR PROPOSAL DOWNTOWN MARKETING CAMPAIGN BID NO. 918-0319-09F April 22, 2009

REQUEST FOR PROPOSAL DOWNTOWN MARKETING CAMPAIGN BID NO. 918-0319-09F April 22, 2009 Company Name Administrative Advertising & TOTAL Notes Costs Marketing Costs The Placemaking Group 8,940.00 109,700.00 118,640.00 REQUEST FOR PROPOSAL DOWNTOWN MARKETING CAMPAIGN BID NO. 918-0319-09F April

More information

Advertising/Promotion Category

Advertising/Promotion Category Advertising/Promotion Category Entry deadline Friday, April 1, 2016 Rules / Submission Requirements 16 The Premiere Event Pyramid Awards Friday, April 29, 2016 HOLLYWOOD CASINO 6:00 pm - Networking 8:00

More information

Online Order Management

Online Order Management discover Wow! There s one word we hear from AlphaGraphics customers time and time again: Wow! Whether it s from a long-term client, or someone checking out our services for the first time, people are continually

More information

MARKETING. The right technology can help your business increase sales by increasing consumer awareness.

MARKETING. The right technology can help your business increase sales by increasing consumer awareness. BIG IDEAS FOR Small business: MARKETING The right technology can help your business increase sales by increasing consumer awareness. 02 To make every marketing dollar count, consider: Small business drives

More information

How the Internet has Impacted Marketing?

How the Internet has Impacted Marketing? Online Marketing and Social Media ( Module 1 ) How the Internet has Impacted Marketing? The internet has developed very rapidly as a major force in the marketing equation for many consumer products. Not

More information

Developing a Marketing Plan. A Workbook for Agritourism Operators, Farmers Market Vendors, and Local Food Producers

Developing a Marketing Plan. A Workbook for Agritourism Operators, Farmers Market Vendors, and Local Food Producers Developing a Marketing Plan A Workbook for Agritourism Operators, Farmers Market Vendors, and Local Food Producers Developing a Marketing Plan: A Workbook for Agritourism Operators, Farmers Market Vendors,

More information

Internet Marketing for Local Businesses Online

Internet Marketing for Local Businesses Online Dear Business Owner, I know you get calls from all sorts of media outlets and organizations looking to get a piece of your advertising budget. Today I am not pitching you anything. I would just like to

More information

How to Write a Marketing Plan

How to Write a Marketing Plan How to Write a Marketing Plan A Cowley Associates ebook Marketing is like all things in life. You can just wing it and be spontaneous. Or, you can plan things out ahead of time and have control over what

More information

Website Planning Worksheet

Website Planning Worksheet Website Planning Worksheet This planning worksheet is provided to assist you in thinking out the elements of your website. The more you know before you begin, the smoother the design process. We ask that

More information

Tools you must have to recruit the right heavy construction talent

Tools you must have to recruit the right heavy construction talent Tools you must have to recruit the right heavy construction talent You would never think of sending your skilled tradespeople to their next job without the right tools. Whether your business is highways,

More information

HOW ONLINE ADVERTISING CAN INCREASE REVENUE FOR YOUR BUSINESS

HOW ONLINE ADVERTISING CAN INCREASE REVENUE FOR YOUR BUSINESS HOW ONLINE ADVERTISING CAN INCREASE REVENUE FOR YOUR BUSINESS LOOKING FOR NEW BUSINESS TO INCREASE REVENUE? We started using the Google Display Network for advertising our business. What we witnessed was

More information

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15 Advertising and Marketing Overview Part 1 Paul A Kiewiet MAS+ Learning Objectives Pt 1 focuses on Overview Pt.2 on Promotional Products role The 4 P s + 1 Marketing Advertising Branding Differences between

More information

How to Get PSAs Placed Working with your local media

How to Get PSAs Placed Working with your local media Working with Your Local Media The Ad Council engages leaders at national media companies to secure hundreds of millions of dollars worth of donated media annually on behalf of all Ad Council campaigns.

More information

marketing management Marketing is the process of directing

marketing management Marketing is the process of directing on marketing management Marketing is the process of directing an organisation to be successful in selling a product or service that people not only desire, but are willing to buy. If you also capture details

More information

MBA 695 B Advertising and Promotions UNC-GREENSBORO

MBA 695 B Advertising and Promotions UNC-GREENSBORO MBA 695 B Advertising and Promotions UNC-GREENSBORO PLACE: Joseph M Bryan School of Business Room 205 TIME: Mondays, 6:30 9:20pm INSTRUCTOR: Matt Mitchell OFFICE HOURS: If you need to meet with me feel

More information