Right Management, FastTrac Program

Ed Mayuga, Sales & Marketing Director

November 12, 2009

My name is Ed MayugaSales & Marketing Director for AMM

Communications, LLC10 years in the pharmaceutical industry

in sales and in management for Abbott Laboratories, Parke Davis and Pfizer

5 years in the transportation and logistics business working for United Parcel Service

Who Am I?

What we will cover today:1. Marketing Building Blocks

2. Steps to creating your own DIY Marketing Plan

(including creating your own website)

3. How Social Media fits into your strategy

1. Marketing Building Blocks:Define your product / service Define your audience / clients / customersDefine your messagesDefine how you will consistently reach clients / customers

These are components of branding that lead to…Your elevator speech

Keep in mind…What is your billable time worth?

Using AMM Communications as an example…Our service is integrated communicationsOur clients are small to mid-sized financial and

professional service firmsOur message is that we are expert communicatorsWe consistently reach our current and prospective

clients through networking, blogging, and social media services

A good brand will:

Deliver the messageConfirm your credibilityConnect with target prospects Motivate the buyerSolidify user loyalty

Our Elevator Speech:

At AMM Communications, we are expert communicators who help clients’ businesses grow by knowing how to get the right message to the right audience by using the most effective medium. We work with small- and mid-sized financial service companies and professional service firms.

What is Your Billable Time Worth?

There are approximately 2080 working hours per year

A high-performer will earn a minimum of $100k annually

$100k/2080 = $48.07 per hour (or $8.01 for every 10 minutes)

Consultants find it very challenging to bill 40 hours per week, especially when self-marketing

2. A DIY Marketing Plan:Create a websiteIssue press releasesWrite articles/blog entriesUse Social Media

Create your own website*: Register your domain on GoDaddy.com, Register.com, or

even Network Solutions. We used GoDaddy because of WebSite Tonight®

Three basic options for web hosting: 1. A Web-based public site provider (free or nearly so)2. Using a virtual private server as your host, running some

Windows or Linux Web server software ($50 to $500 a year); 3. Using a managed services provider ($200 a month or more)

Incorporate the Marketing Building Blocks into your website1. What do you do?2. Who are you?3. What can you do for customers?

*Adapted from “Master Your Own Internet Domain” by David Strom, PC World

Our Website:

Issue press releases:

STLToday.com – You are able to create your own account and will be able to post the release as is once you receive final approval.

Post-Dispatch – Send to Commercial Notes section. Info is available in Friday business section

STL Business Journal – contact info online and in newspaper Suburban Journal – contact info available online D-List – Send directly from publication’s Web site STL Beacon – Send directly from publications Web site Newsmagazines – like the Suburban Journals, there is a newsmagazine for

each part of STL County Ladue News – sounds odd but send fax or hardcopy. They won’t take email. Any and all community newspapers – check out their Web sites. They have

the contact information listed to send releases. An online news service like Pitch Engine or 24/7. That will get the news

distributed to targeted online news sources

3. Social Media:Advantages

Connect with lots of new peopleGet the word out without an intermediaryEstablish yourself as expert in your fieldConnect with clients

DisadvantagesCan consume lots of timeMost connections don’t amount to paying clients

Types of social networking: – Micro blogging with140 characters to

establish a base of followers – Focused on helping professionals

connect. Create a profile for your business.

– WordPress, Blogger, Tumblr, etc. Demonstrate your expertise.

– Social networking site for family and friends. Create a fan page for your business.

Check out our website: www.ammcommunications.comCheck out our blog: blog.ammcommunications.com

My Twitter Page:

Our Company LinkedIn Page:

Our Blog:

Our Company Facebook Page:

When do you hire a pro?:Determine if you are successful

doing it yourselfIf not, determine how much you

can spendWith a professional communicator,

you will:Identify marketing strategiesBreak strategies into prioritiesCreate the budget according to

your priorities

Lessons learned since we founded the company on June 1, 2008:

Plan, implement and GO!Wake up with a purpose

each dayDifference between a

network and an active network

Working for yourself vs. someone else means you never fully relax

It’s a slow buildSales and marketing is a

daily priority

Resources – Web BookmarksWikipedia – Social Network Service:

http://en.wikipedia.org/wiki/Social_network_service50 Social Sites that Every Business Needs a Presence

On: http://www.insidecrm.com/features/50-social-sites-012808/

10 Privacy Settings Every Facebook User Should Know: http://www.allfacebook.com/2009/02/facebook-privacy/

Social Networking for Business: http://www.chaostoclarity.com/blog/social-networking-for-business-2/

13 LinkedIn Action Steps: http://socialmediasonar.com/13-linkedin-action-steps

Resources – Our website: www.ammcommunications.comOur blog: http://blog.ammcommunications.comEd’s Del.icio.us Bookmarks:

http://delicious.com/elmayugaFollow Ann Marie on Twitter: www.twitter.com/ammayugaFollow Ed on Twitter: www.twitter.com/elmayuga

Resources – Print MaterialThe Go-Giver by Bob Burg and John David Mann.

www.thegogiver.com/blog/index.phpGuerrilla P.R. 2.0: Wage the Effective Publicity Campaign

without Going Broke by Michael LevineEntrepreneur www.entrepreneur.com/St. Louis Business Journal

www.stlouis.bizjournals.com/stlouis/St. Louis Small Business Monthly www.sbmon.com