Marketing for Small Business - Packers Mentor-Protege Program Presentation

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Marketing for Small Business


www.marketingsavant.com

888.989.7771

[email protected]

Green Bay Packers Mentor-Protégé Program November 16, 2011


After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/protege

http://www.marketingsavant.com/csi2011



Definition of Marketing

Know Like Trust

Try Buy Repeat Refer Share

Adapted from: Duct Tape Marketing


Marketing is a System

Your Marketing Map

Ideal Customer

Differentiation

How We Buy

Content That Educates

Embrace Inbound Marketing

Live by the Calendar



5

Crisis In Mass Marketing

• 18%: Proportion of TV advertising campaigns generating positive ROI • 54 cents: Average return in sales for every $1 spent on advertising • 256%: The increase in TV advertising costs (CPM) in the past decade • 84%: Proportion of B2B marketing campaigns resulting in falling sales • 100%: The increase needed in advertising spend to add 1-2% in sales • 14%: Proportion of people who trust advertising information • 90%: Proportion of people who can skip TV ads who do skip TV ads • 80%: Market share of video recorders with ad skipping technology in

2008 • 95%: The failure rate for new product introductions • 117: The number of prime time TV spots needed to reach 80% of adult

population – up from just 3 in 1965 • 3000: Number of advertising messages people are exposed to per day • 56%: Proportion of people who avoid buying products from companies

who they think advertise too much • 65%: Proportion of people who believe that they are constantly

bombarded with too much advertising

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We’re All Marketers Now…

“To truly engage customers for whom “push” advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company..”


STRATEGY BEFORE TACTICS

• Marketing Strategy Map

• Audience – Ideal Customer

• Differentiate



Take the Long View

• Most businesses are quick to test tactics, but aren’t taking a larger strategic view

• So…most are doomed to underperform



Your Marketing Map



Define the Ideal Customer

• Objective: Define the behavioral characteristics of the target audience for your selected organization.

• Objective: Do business with your ideal customers – Red Velvet Rope Policy

• Activity: Review audience demographics.

• Activity: Build reliable buyer personas

• Outcome: Be clear about the makeup of the audience.



Buyer Personas Bring Focus



What Does a Persona Look Like?

Here’s a sample persona checklist. The precise details you’ll want to include depend on your organization’s marketing strategy. No matter your goals, here’s what you’ll want to include in your personas:

• A one to two page narrative profile, for each persona.

• A few fictional details about the persona’s life—an interest or a habit—that makes each person unique and memorable. When you start here, the hypothetical constructs spring to life.

• Brief outline of a daily work day or day at home (depends on who you are trying to reach), including specific details, likes and dislikes.

• Name, age, photo and personal information.

• Work environments if you’re trying to reach professionals, rather than individuals, including length of time in the job, professional development habits, information- seeking habits and favorite resources, personal and professional goals, colleagues with whom the persona works most closely, etc.

• Personal and professional goals.

Persona Document



Differentiate



How Am I Different?

• Interview 8-10 ideal customers

• Why did you choose us?

• What do we do that others don’t

• Why do you refer us?

• Have you asked your employees?

• What themes emerge?




What Do People Really Buy?

• Your unique product

• Your unique service

• Your unique process

• Your unique experience

• Your unique people

• Your unique guarantee

• Your unique packaging

• Your unique delivery




How Do You Say What You Do?

• What you do for a living “We help contractors get paid faster”

• Complimentary statement “Zoning adjustment compliance system”

• Positioning goal/statement #1 Design/Build Architect

• Core marketing message “The Contractors Architect”



MARKETING IN THE ERA OF ENGAGEMENT

• How People Buy

• Embrace Inbound Marketing

• Content That Educates

• Live by the Calendar



How We Buy



Your SMOT is My ZMOT…

• 79% of US consumers have used the internet to find a local business in the last 12 months

• 71% of US consumers have consulted online customer reviews of local businesses

• 55% of US consumers trust a local business more after reading positive online reviews

• Younger consumers are more believing of online reviews than older consumers

• 50% of US consumers are more likely to use a local business having read positive online reviews

• 67% of US consumers trust online reviews as much as personal recommendations

Source: BrightLocal.com




Know Like Trust





The Way It Was…



The Way It Is Today



But…what should we do next?

Map the Path to Purchase

Source: Ogilvy


Media Convergence “Current media mix models are falling down; they are based on older research models that assume media channels are by and large independent of one another. As media consumption changes among consumers, and marketers include more digital and disparate channels in the mix, it is more important than ever to develop new media mix models that recognize the intricacies of channel interaction. Since online media is often linked closely with other media (TV can drive search, search can drive magazine usage and so forth) we need to adopt new ways of measuring to account for the true complexity of media in the digital age.” Razorfish, Digital Outlook Report

http://www.flickr.com/photos/madison_guy/2957546820/sizes/o/


http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

Blogs + Blogging

Comment Marketing

News/Media/PR SEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING! (AKA “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email
























Marketers Need to Adapt



Create Content That Educates



The Content Formula

Competence, purpose and core market

understanding inform the point of view & thought

leadership platform. Thought leaders outshine

their competitors who compete on price and

advertising.

Strategic use of TLM tools and channels with media collaboration garner your share voice in the industry

and spark the industry dialogue around your

ideas. As buyers seek out more

real market dialogue, SOV is an increasingly important

factor contributing to marketplace success.

Thought leaders and trusted advisors occupy

the greatest share of mind among business buyers. Share of mind predicts

share of market. Thought Leadership Marketing steadily increases your

SOM with buyers, growing your share of

market.


31

State & National Parks

Travel

Organic Gardening Healthy Eating

Family

The Sphere of Interest

• Identify your target audiences and subgroups

• Think in terms of what associated groups are important to your audience that connect to (touch) your product or service

Bike Shop

Health Enthusiast

Bike Clubs

Bike Racing

Fitness & Training

Bike Safety

Content Marketing Toolkit



Publish on Schedule – “1-7-30-4-2-1”

• 1 = Daily

• 7 = Weekly

• 30 = Monthly

• 4 = Quarterly

• 2 = Bi-Annual

• 1 = Annual

Source: FusionSpark Media http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/



Map Out the Publishing Process



Know Like Trust Try Buy Repeat Refer

Articles

Ads

Results

Reviews

Partner

Intros

Post job

survey

Cross

sell

Service

Team

New

Customer

Kit

Webinar

Evaluation

Marketing

Kit

White

paper

Web site

Reception

Referrals Newsletter

Sales

Presentation Peer2Peer

Events Quarterly

Events

Finance

Delivery

Nurturing

Map Content to Consumption




Are You Easy to Do Business With?

• What is your free or trial offering?

• What is your starter offering?

• What is your “make it easy to switch” offering?

• What is your core offering?

• What are your add-ons to increase value?

• What is your “members only” offering?

• What are your strategic partner pairings?



Live By The Calendar



Connect to Your Marketing Map


WRAP-UP & REVIEW




Know Like Trust




Marketing is a System

Your Marketing Map

Ideal Customer

Differentiation

How We Buy

Content That Educates


Live by the Calendar




Smile if you liked it!



888.989.7771

[email protected]

Questions?



For help with your Marketing Strategy, download our free e-books! marketingsavant.com/protege

http://www.marketingsavant.com/papers

http://www.marketingsavant.com/papers



Marketing for Small Business



888.989.7771

[email protected]

Green Bay Packers Mentor-Protégé Program November 16, 2011

Marketing for Small Business - Packers Mentor-Protege Program Presentation

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Transcript of Marketing for Small Business - Packers Mentor-Protege Program Presentation