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

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2 Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender

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

4 Define Your Target Market What potential customers have specific needs that can be addressed by the product/service? How might potential customers choose to access the product/service? How much are potential customers willing to pay and how? Who are the competitors?

5 Define Your Target Market Segmentation Strategies B2C B2B B2G

6 Define Your Target Market B2C Segmentation Strategies Demographic Geographic Socio-economic Psychographic

7 Define Your Target Market B2B Segmentation Strategies Geographic Industry Size Their customers Usage: Heavy, occasional, rarely

8 Define Your Target Market B2G Segmentation Strategies Geographic Federal State Local Quasi-governmental Usage: Heavy, occasional, rarely

9 Competitive Analysis Where are people currently filling this need? Who are your competitors? Direct & Indirect Why do people buy from them? What are their products/services? What are their USPs (Unique Selling Propositions) and Benefits? How do they market? Is it working?

10 Defining the Product / Service What do you offer that your competitors don t? Are you selling Features? or Benefits? Benefits are the problem it solves.

11 Focus on Benefits Every buying decision has an emotion attached to it. Emotion is what you touch when you sell benefits over features.

12 Why Market a Product / Service? If you don t, who will? How will your customers know to find you? How do you know you are reaching your potential customers?

13 Outbound Marketing Includes Sales Advertising and Promotions Public Relations Networking Internet Marketing Customer Service Customer Satisfaction

14 ELEVATOR PITCH Introductions Sales Opportunities Employment Tactic Raise Money

15 Branding Strategy Brand Name Packaging Ad Content Image and Culture Consistency Sales Force Value / Pricing

16 Your Marketing Plan Include: Descriptions of type of marketing A marketing timeline Probable reach or coverage Estimated cost Number of uses Short explanation of thought process Expected result (ROI)

17 Your Marketing Plan Determine which Marketing Tactics you will use to get your message to your audience. Write it all down. Keep good records so you can evaluate later!!

18 Marketing Tactics Include Advertising Media radio, television, infomercials Print newspaper, magazine, classified, yellow pages Mini-Media business cards, stationary, brochures, flyers, banners, signs, posters, newsletters, coupons, door hangers, gift certificates, direct mail, catalogs, etc Other/Extreme - outdoor boards, bus wraps, sponsorships

19 Marketing Tactics Include Sales Personal sales, Telemarketing Public Relations Publicity & Press Releases Promotions and Premiums Contests and Sweepstakes Events Loyalty Programs

20 Marketing Tactics Include Networking Everyone you know, Everyone you meet Community Involvement Trade and Professional Associations Internet Marketing / Web Site Can be advertising Can be a distribution channel Can be your location

21 You Must Have a Plan! Random or one-shot marketing and advertising efforts almost NEVER work!

22 Referrals and Repeat Customers 90% will take a referral over a sales person Need to see your name up to 9 times through advertising efforts to achieve awareness! Easier & cheaper to retain an existing customer than to find a new one Any given company loses between 20 and 40 percent of their customers annually!

23 Importance of Customer Service Customers return and purchase again Customers try new products Customers tell others about your business, products or services

24 Customer Satisfaction Why do Customers Leave? Reason Given Percentage Move or Die 4% Why do Customers Stay? Unanimously Report Because they care! Other Company Friendship 5% Competition 9% Product Dissatisfaction 15% Feel Unappreciated by an Uncaring Company 67%

25 Plan Ahead Do an annual S.W.O.T. Analysis Strengths, Weaknesses, Opportunities, and Threats Run with a strategy at least 3-6months Monitor and measure the results. Be flexible and adaptable Remember main keys - Benefits & Frequency.

26 SWOT Analysis Internal Strengths Weaknesses External Opportunities Threats S O W T

27 Questions?

28 Thank you!!

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