S USTAINABILITY C ONFERENCE M ARKETING IN A N EW E CONOMY : OPPORTUNITIES AND GAPS Who is in the...
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Transcript of S USTAINABILITY C ONFERENCE M ARKETING IN A N EW E CONOMY : OPPORTUNITIES AND GAPS Who is in the...
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SUSTAINABILITY CONFERENCEMARKETING IN A NEW ECONOMY:OPPORTUNITIES AND GAPS
Who is in the room?
Understanding the New Economy
Our working framework
Opportunity evaluation
Gap identification
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WHO IS IN THE ROOM?
What is your primary expectation?
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ABOUT THE FACILITATOR
Nelson Soler, Chief Solutions Officer 15 years of
experience MBA/MS, Electrical
Engineer, Economist 2007 US SBA
Minority Business Champion for Wisconsin
Multicultural Entrepreneurship Institute, Inc
Assist entrepreneurs in realizing their business ownership and growth dreams Training Business Coaching Marketing
248 entrepreneurs trained
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NEW ECONOMY
What do we know about the new economy? LEAN Economist argue that during a down cycle small
business flourish Businesses become more effective
Strategize Innovate Manage
“The best stimulus package a business can have is its own creativity”
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NEW TRENDS
Green, sustainable & recycling Luxury and specialty Used/Repair/ Do it your self syndrome Generational products and services Healthy Technology
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Eenvironment
OUR FRAMEWORK
Us&
Uniqueness
Potential Customers
Marketing
Environment
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US AND OPPORTUNITY
Uniqueness Core competencies Value added
Three choices when faced with opportunities for which we have no core skills Enhance – through
training Acquire – purchase Partner
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CUSTOMERS AND OPPORTUNITY
Their unmet needs and wants are source of new ideas & “niches”
Promoters and Advocates Source of improvement Your boss Promoters
Clients
Customers
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NICHE MARKET Small market with
definite characteristics Demographics Geographical Scope Psychographics
Examples
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MARKETING
A business strategy through which we communicate our unique proposition to our intended audience (or our market niche).
All strategies require resourcesTimeMoney
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MARKETING
Advertising Direct Mail Newspapers Flyers, business cards,
stationary Word of mouth
Branding Public Relations
Promote your unique proposition
Community Work Sales and Customer
Service Certifications Portfolios**
Advertising Internet presence Blogging Social Media
Public relations Seminars Tips and articles Advocacy Green
Strategic Alliances Relational sales and
exceptional customer service
traditional nontraditional
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TIPS FOR A NEW ECONOMY -FRASI
Be focused Your mission, your uniqueness
Be relevant Evaluate your core skills Engage clients in your business Enhance/Acquire or Partner to upgrade your core skills
Be aware Understand where the new opportunities lie
Be strategic Don’t stop marketing support your unique proposition
Be innovative Embrace new trends
Internet, Strategic Alliance, Add Value
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TOP TEN BUSINESSES
Beauty specialty services Fast food Consulting Credit counseling Sale and/or production of Organic and healthy
products Green and sustainable construction Specialty services for the affluent Specialty services for the aging population Niche traveling Repair shops – cars, furniture, electronicsSurveys from entrepreneur.com
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THANK YOU
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