Breakout B1 - Incremental Marketing On A Micro Budget

Incremental Marketing on a Micro BudgetMichelle Chance-Sangthong

9/16/2009

Michelle Chance-Sangthong

"Online" since 1987 , Working on the web since 1996. Served as Webmaster for $200 Million company for 9 years. Last year as an employee, personally generated more than $2 Million in leads through the web. Owns an online retail company driving nearly $4 Million in sales online. Coerced by friends to start consulting, coaching and training business Red Hawk Strategies.

www.KickTheCompetition.com

Thank You

It takes time out of your day to plan for and attend conferences.

Give yourself a pat on the back for making growing your business a priority.

Get ready to think outside the box.

Pack away your pre-conceived notions about your skills.


What is Marketing?

"The profitable identification, attraction, getting, and keeping of GOOD customers"

"Every job exists to directly or indirectly to get and keep GOOD customers, today and tomorrow . . . Jobs that don't get and keep customers are temporary, unnecessary or should be outsourced"

Jeffrey Fox How To Become A Marketing Superstar


The Marketing Challenge

Entrepreneurs have skill to perform the services sold.

Managers understand the products that they sell.

Business owners often lack skills to get prospects in the top of the sales funnel.

Individuals believe they can't do marketing themselves. Companies often have more time than money to spend on marketing.


Planning a Marketing Budget in MoneyPercentage of every sale committed to marketing.

Create an escrow or holding bank account specifically for your marketing budget.

If you deposit $200 ... then escrow $20 if you are using a 10% commitment.

Keep your commitment.


Planning a Marketing Budget in TimeMake a commitment of time - on a daily basis.

10%, 5%, 20 minutes of your day, unbreakable commitment.

Put it on your calendar - weeks and months out. Plan it for your highest productivity time of day. Don't make excuses.

Start your day 20 minutes earlier to make it happen.


Exercise

How many minutes per business day, can you honestly and sincerely commit to marketing your business ?

No matter what else happens today, what is the realistic number you know that you can commit to?

Considering your current and future schedule, what is the fixed time of day that you would block on your calendar during your normal business week.


Everyone's Job is Marketing

Business Owners, Managers, and Production Teams

20 minutes x ___ people = ____ minutes per day

20 minutes x 3 people = 60 minutes per day (1 hour)

1 hour per day x 20 days = 20 hours per month

20 hours per month x 12 = 240 hours

240 / 8 = 30 business days per year on marketing


Marketing Planning

Assess your skills and the skills of your staff.

Create a team marketing calendar. Hold accountability meetings.

Skipping one day, does not mean doubling up another day.

Having an extra long session one day does not mean skipping the next.

If something throws you off today, just start again tomorrow.


Marketing Activities

Understanding who your most profitable clients are. Marketing to new clients.

Retaining existing clients.

Getting Repeat Business from prior inactive clients.


Offline Tools - Low Cost / Free

Networking meetings - take only 3 business cards and find out how you can "help" 3 people - don't ask for their business.

Handwritten note cards - follow up, in writing, in 24 hours.

Offer to speak to groups where your prospects are. Host an open house at your office or facility. Volunteer.


Online Tools - Low Cost / Free

Blog www.yoursite.com/blog

Twitter

LinkedIn

Facebook Fan Page

Forums Article Writing

Email

ReviewsYahoo! Answers Industry SitesMeetup

YouTube

Podcasting


Inch by Inch - Marketing's a Cinch

Start only one Marketing Project at a time.

Networking meetings can interrupt if needed. Work project through to completion.Establish system to measure results. Celebrate marketing victories. Give your team feedback. Correct and Continue



Questions ?

Slides can be downloaded at:

http://cli.gs/kickthecompetition

Want to Learn More ?


Breakout B1 - Incremental Marketing On A Micro Budget

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