Marketing Essentials 2.0How to be a successful

marketer

By

Tom Patty

tompatty@cox.net

The Big FiveMarketing Basics

• TARGET (it all starts here)

• Benefit

• Value

• Process

• Growth

A process, not a la carte

“Ready, aim, fire”

Target

The less money, the more targeted

The power of the few (20/80 rule)

Goal: the highest return on investment

Two questions:

What do they do?

What do they value?

Benefit

Volvo Ferrari

Target

Benefit

Value

Value = Benefits divided by cost

Only relevant to target

Increase benefits/do not reduce cost

Marketing Purchase ProcessFunnel

Awareness (100%)

Consider (40%)

Shop (30%)

Intend (20%)

Buy (10%)

Love (5%)

(It’s all about conversion)

“Where are your strengths,weaknesses?

Marketing in 3 easy steps

1. The right person

2. The right message

3. The right time

Marketing Tools(What job needs to be done?)• Old New

Advertising Broadcast Internet

Print (Google)

Outdoor

Mail

Collateral Brochures Website

Marketing Tools (con’t)

Old New

Publicity Press release “story”

blogs

newsletter

social media

Promotion “sale” add value

Grow Your Business

1. Get more customers

2. Get more money from customers

(What are you going to do that has value to customers?)

How to Grow Your Business(Most bang for buck)

1. New Products or Services

2. New Distribution

3. New Promotion

4. New Packaging

5. New Value

(What is your plan?)

Resources

SCORE seminars, workshops, counseling

ecorner.stanford.edu/ (videos)

PaulGraham.com (essays)

TED.com (videos)

Summary

• The Big Five (Targeting)

• Purchase Funnel (Conversion)

• Marketing Tools (Right tool for job)

• How to Grow (Most bang for $)