Smart Marketing Planning: 10 Steps to Promoting Your Small Business Like a Pro
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19-Oct-2014 -
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Transcript of Smart Marketing Planning: 10 Steps to Promoting Your Small Business Like a Pro
Smart Marketing Smart Marketing Planning:Planning:
10 Easy Steps to Promoting Your 10 Easy Steps to Promoting Your Small Business Like a ProSmall Business Like a Pro
Step 1Step 1Create a Marketing PlanCreate a Marketing Plan
“If you don’t know where you’re going, “If you don’t know where you’re going, you’ll end up someplace else.” – you’ll end up someplace else.” – Yogi BerraYogi Berra
How far out should you plan?
Step 1Step 1Create a Marketing PlanCreate a Marketing Plan
“If you don’t know where you’re going, “If you don’t know where you’re going, you’ll end up someplace else.” – you’ll end up someplace else.” – Yogi BerraYogi Berra
It’s not a plan if...
Step 1Step 1Create a Marketing PlanCreate a Marketing Plan
“If you don’t know where you’re going, “If you don’t know where you’re going, you’ll end up someplace else.” – you’ll end up someplace else.” – Yogi BerraYogi Berra
It’s not a plan if...it’s not in writing
Step 1Step 1Create a Marketing PlanCreate a Marketing Plan
“If you don’t know where you’re going, “If you don’t know where you’re going, you’ll end up someplace else.” – you’ll end up someplace else.” – Yogi BerraYogi Berra
It’s not a plan if...you don’t make a commitment to it
Step 2Step 2Take Stock of Your Strengths Take Stock of Your Strengths
& Weaknesses& Weaknesses
“Progress is not made of doing one thing 100% “Progress is not made of doing one thing 100% right, but by doing 10 things 10% better.”right, but by doing 10 things 10% better.”
Step 3Step 3Set Your GoalsSet Your Goals
“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur
off a skunk.” –off a skunk.” –Troy MooreTroy Moore
Step 3Step 3Set Your GoalsSet Your Goals
“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur
off a skunk.” –off a skunk.” –Troy MooreTroy Moore
Goals are...
Step 3Step 3Set Your GoalsSet Your Goals
“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur
off a skunk.” –off a skunk.” –Troy MooreTroy Moore
Goals are...Measurable
Step 3Step 3Set Your GoalsSet Your Goals
“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur
off a skunk.” –off a skunk.” –Troy MooreTroy Moore
Goals are...Time Based
Step 3Step 3Set Your GoalsSet Your Goals
“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur
off a skunk.” –off a skunk.” –Troy MooreTroy Moore
Goals are...Realistic
Step 4Step 4Check Out Your CompetitorsCheck Out Your Competitors
“Never interrupt your enemy when he is making “Never interrupt your enemy when he is making a mistake.” a mistake.” Napoleon BonaparteNapoleon Bonaparte
Step 5Step 5Target Your MarketTarget Your Market
“USA Today“USA Today has come out with a new survey. has come out with a new survey. Apparently three out of every four people make Apparently three out of every four people make up 75% of the population.” up 75% of the population.” - David Letterman - David Letterman
Step 5Step 5Target Your MarketTarget Your Market
“USA Today“USA Today has come out with a new survey. has come out with a new survey. Apparently three out of every four people make Apparently three out of every four people make up 75% of the population.” up 75% of the population.” - David Letterman - David Letterman
Possibly the Most Important Step in Your Plan
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
DemographicsDemographicsTake AimTake Aim
Baby BoomersBaby Boomers
Step 5Step 5Target Your MarketTarget Your Market
Step 5Step 5Target Your MarketTarget Your Market
Become an Expert in Your Target Market
Step 6Step 6Understand WhatUnderstand What
You Are You Are Really Really Selling!Selling!
It probably is not what It probably is not what you think.you think.
Step 6Step 6 Understand WhatUnderstand What
You Are You Are Really Really Selling!Selling!
Features vs. BenefitsFeatures vs. Benefits
Step 6Step 6 Understand WhatUnderstand What
You Are You Are Really Really Selling!Selling!
Features vs. BenefitsFeatures vs. Benefits
What is does or has
Step 6Step 6 Understand WhatUnderstand What
You Are You Are Really Really Selling!Selling!
Features vs. BenefitsFeatures vs. Benefits
What is does or has The emotional pay off
Step 7Step 7Think Like a GeneralThink Like a General
“Ads are the cave art of the 20“Ads are the cave art of the 20 thth Century.” – Century.” – Marshall McLuhanMarshall McLuhan
Step 7Step 7Think Like a GeneralThink Like a General
Step 7Step 7Think Like a GeneralThink Like a General
website
Step 7Step 7Think Like a GeneralThink Like a General
website
Step 7Step 7Think Like a GeneralThink Like a General
Step 7Step 7Think Like a GeneralThink Like a General
All of the above on your website
Step 8Step 8 BrandingBranding
Pre-Selling & Pre-Selling & Spin DoctoringSpin Doctoring
If you can’t get rid of the skeleton in your closet, If you can’t get rid of the skeleton in your closet, you’d best teach it to dance.” – you’d best teach it to dance.” –
George Bernard ShawGeorge Bernard Shaw
Step 8 Step 8 BrandingBranding
Perception is Reality
Step 8 Step 8 BrandingBranding
Reverses the Selling Process
Step 8 Step 8 BrandingBranding
Makes People Show up Already Sold
Step 8 Step 8 BrandingBranding
Turns a Negative into a Positive
Step 9Step 9Spending Your MoneySpending Your Money
“Growth costs money.”“Growth costs money.”
Free Marketing is Worth Exactly What You Paid for it
Step 10Step 10Tracking Your ResultsTracking Your Results
“The best predictor of the future is the past!” “The best predictor of the future is the past!” Judith Greer EssexJudith Greer Essex