Notes for the Batesville, AR Next Level Business Boot Camp class to download. On night 2 discussed market research assistance available to small businesses, A local lender discussed cash flow and began discussions on small business marketing tips in this presentation. The program is conducted by the Arkansas State University Small Business and Technology Development Center to small businesses in the North-central Arkansas area. Sponsored by Batesville Area Chamber of Commerce, Independence County Economic Development, Inc., Citizens Bank, First Community Bank, Liberty Bank of Arkansas & Merchant and Planters Bank

1. CUTTING EDGE MARKETING
No-Cost &
Low-Cost
Marketing
Tactics for the
21st Century!
Presented by: Herb Lawrence, Center Director Arkansas
State University Small Business and Technology
Development Center

2. 20TH- CONVENTIONAL MARKETING
21ST CUTTING EDGE MARKETING

MUST invest MONEY


Geared to BIG Business
Sales Focused
Diversification
Marketing is OVER after
the sale
Spirit of COMPETITION









INVEST time, energy,
imagination & information
Geared to Small Business
PROFIT Focused
Maintain Focus
Engaging in FERVENT
Follow up
Spirit of Cooperation FUSION
20TH VS 21ST CENTURY MARKETING

3. Marketing is like flossing
your teeth, if you don’t do
it everyday you will have
pain and agony down the
road.

4. FIRST WHAT IS MARKETING?
Businesses have only two functions:
 INNOVATION
 MARKETING

The ART of getting people to change their minds
 THE TRUTH MADE FASCINATING
 Your Chance to help your customers SUCCEED
 BUILD LASTING RELATIONSHIPS
 MARKETING IS MOTIVATION!!!!!!

5. FUNDAMENTALS HAVE NOT CHANGED
Break “My World” into Market Segments
 KNOW the RIGHT Target Market(s)
 KNOW the RIGHT Communication
Channel(s)
 KNOW Target NEEDS and WANTS
 CRAFT a COMPELLING MESSAGE
 KNOW how to ANALYZE results
 KNOW good TIME Management


6. THE STORY
YOU HAVE
A GREAT
STORY TO
TELL!
What was your FAVORITE Fiction
Story?

7. “YOU” MARKETING NOT “ME” MARKETING

Cutting Edge Marketers are:
 Customer
Oriented NOT Self Focused
 We KNOW People Care About themselves
(not you)
 FOCUS ON GIVING NOT TAKING

Cutting Edge Marketers Sell STEAK not
SIZZLE

8. WII-FM?
AGGRESSIVE LISTENING
QUALITY
VALUE

9. SUBCONSCIOUS FOR MEN
IS IT “SEXY?”
CAN I EAT IT?
WILL IT KILL
ME?
WHAT GETS ATTENTION?

10. EQUAL TIME
IS IT “SEXY?”
CAN I EAT IT?
WILL IT KILL
ME?
WHAT GETS ATTENTION?

11. BENEFITS NOT FEATURES
What does a 52 Chevy and Dinah
Shore have to do with Cutting Edge
21st Century Marketing? You Tell Me!

12. OR THIS?
Why This Worked
• Humor
• Benefit not
feature
• Call to action
• Cross media
channels

13. REALITY
4%
Customers
Your
4% ARE INTERESTED
Business
92% DON’T
CARE!

14. 4% CUSTOMERS

68% of Business is LOST due to Customers
being Ignored AFTER the Sale..no follow up
Loyal
Customers:
More Transactions
Buy more
Refer

15. CONCENTRATE OF 4%
WORK to Maintain Customer Contact
 Develop systematic follow up plan
 MOST DEADLY ENEMY: Apathy After the
Sale
 Example of Follow up:

1
Week E-mail thanking for purchase
 1 month Letter or CALL about satisfaction
 3 Month recommend connecting with first
purchase
 6 Month Offer something new
 1 Year: Customer Anniversary Card

16. EXERCISE

List Features for Your Business

NOW come up with BENEFITS of doing
business with YOU.

17. EXERCISE

What are your competitive advantages?

18. EXERCISE

What are your target markets

19. EXERCISE

What are the benefits of doing business with
you?

20. TRADITIONAL MARKETING TECHNIQUES
 Advertising:







Newspapers
Magazines
Television
Radio
Direct Mail
Telemarketing
Trade Shows

Challenges


Can be Costly
Repetition KEY
GOLDEN
RULE:
It will take an average of
27 TOUCHES for your
advertisement to be
noticed by consumers

21. CHALLENGE TODAY

22. SO MUCH NOISE

23. USING TECHNOLOGY

Avoid Techno-phobia

Avoid Techno-Obsession

24. CUTTING EDGE MARKETERS

25. TODAY WE FIND CUSTOMERS

26. ON-LINE MARKETING
Your Customers Are Searching For You

27. CHANNELS

28. WHY CUSTOMERS SEARCH ON LINE
83% Consumers use Search Engines for
specific brands and products
 80% Search for specific product or brand before
buying ON-LINE
 78% do Info search queries after seeing
advertisement or brand elsewhere
 76% Search about specific brands or products
before purchasing OFF-LINE
 78% Search to find BEST PRICES on product
 74% Search to find WHERE they can purchase


29. EIGHT ELEMENTS OF A SUCCESSFUL WEBSITE
1.
2.
3.
4.
5.
6.
7.
8.
Planning – Who do you want your website to
do?
Content – What do you want it to say?
Design – Surfers stay or bail within three
seconds
Involvement – Make your website interactive
Production – Make it pleasing to the surfer
Follow up – Send emails and surveys
Promotion – Run special promotions
Maintenance – Constantly improve your
website.

30. BLOGGING

Companies that blog convert 40% more
visitors to customers

31. USING EMAIL

Only Email Those Who Want to Hear From
You

Personalize the Email

Use Email Signatures

Auto-Responders

Keep Emails Brief

Consider Customer Preferences

32. E-MAIL MARKETING

33. SOCIAL MEDIA
Are you looking into social media
as a marketing tool for your
small business?
You must have a plan.

34. ASU SBTDC FACEBOOK

35. 
Offers exceptional, low cost marketing
opportunities for small business

Over 1.2 BILLION users

Facebook offers a very powerful
platform on which to build a presence

You should get started right away

36. You should secure your company‟s
username
 However, if you reserve your company
name for your personal account, you won‟t
be able to use it for your Business Fan
Page.
 Search for your competitors and evaluate
their Facebook presence.
 What types of Pages have they built?
 How many fans or “friends” do they have?
 Look at their posts, photos and/or videos


37. 
Has grown tremendously over the past
year

For some small businesses, it offers an
incredible marketing platform

You should sign up today and reserve an
account in the name of your business

You don‟t want your competitors to register
you business name

38. 
A business-oriented social network for
professionals

Nearly 50 million users from over 200 countries

You‟ll want to at least reserve you business
name

. . . or your personal name

You might also look up you customers and
connect with them

39. You should consider whether simple
videos can help your marketing
efforts
 Does your company already have a
promotional video that you could post
on YouTube?
 or example, if you‟re already posting
videos on other SM, you can upload
them to YouTube to reach a broader
audience.
 Lets look at a video or two . . .


40. CROSS CHANNELS
Social and Traditional are Combined for
SYNERGY
 Posting WHERE your potential Customers
are
 Understand „NEW RULES” for Social Media
Marketing
 SOCIAL MEDIA is NOT easy or FAST.


41. BUSINESS CARD ADVERTISING
Make
SURE:
1.Website
2.Facebook
3.Twitter
4.Blog
5.E-mail
6.Other info

42. LOW COST MARKETING TECHNIQUES
Non-Media
 This is the best way to build relationships with
your customers. This technique will help you to
earn their trust and make them feel like you
care.
 Examples: Pricing, name, logo, marketing to
ethnic groups, community involvement, word or
mouth, and customer research.

43. ELEVATOR PITCH
Should Tell a Story
 Should Amaze Target Customer
 No more than 30 seconds
 Make it EXCITING but Natural


“I
Am A Wizard….”

44. ESTABLISH YOURSELF AS AN EXPERT

Writing Articles

Speaking Engagements

45. NETWORKING SECRETS

Don‟t Just Join – Be Involved

Choose Membership Carefully

Develop an Elevator Pitch

Focus on Them Not You

46. CALL TO ACTION

What is a Call To Action
 SUBSCRIBE
 BUY
NOW
 GO TO OUR WEBSITE
 DOWNLOAD THIS FILE

MAKE IT OBVIOUS

47. 18 CUTTING EDGE SECRETS
1.
2.
3.
4.
5.
6.
7.
8.
9.
COMMITMENT
INVESTMENT
CONSISTENCY
CONFIDENCE
PATIENCE
ASSORTMENT
CONVENIENCE
SUBSEQUENT
AMAZEMENT
10.
11.
12.
13.
14.
15.
16.
17.
18.
MEASUREMENT
INVOLVEMENT
DEPENDENT
ARMAMENT
CONSENT
CONTENT
AUGMENT
IMPLEMENT
CONGRUENT

48. HOW CUTTING EDGE MARKETERS WIN
1.
2.
3.
4.
5.
6.
Research the Marketplace
Write a Benefits List
Select Proper Marketing Weapons
Create Your Marketing Plan
Create a Marketing Calendar
Look into Fusion Marketing Partners

49. CUTTING EDGE MARKETING WEAPONS
Telephone
 Online Yellow pages or Get Listed Locally
 Community Websites
 Personalized E-Mail or CRM software
 Your Website
 Search Engine Rankings
 Blogs


50. MORE CUTTING EDGE MARKETING WEAPONS
E-Bay and Auction Sites
 Craigslist
 Social Media
 Becoming an EXPERT
 CONVEY SENSE OF URGENCY/ LIMITED
TIME
 SPECIFIC CALLS TO ACTION
 FOREVER GUARANTEE


51. ACTION STEPS


Understand WHY Customers Should Do Business
with You
Develop Your Follow Up Process
◦



Build a Customer Database You Can Use
Look for Ways to Create Added Value
Evaluate Your Attention to Detail
◦
◦



Start with Your Current Customers
Identify Problems and Opportunities for Improvement
Fix Them
Use and Refine Your Elevator Pitch
Build Consent from New Prospects
Identify Ways to Make Technology Work for You

52. 7 SENTENCE MARKETING PLAN
SPECIFIC PURPOSE of my Marketing is
to:…..
 COMPETITIVE Advantage to STRESS
is:……….
 TARGET AUDIENCE is:
……………………………….
 Marketing Weapons to use
include:……………
 Our Niche in the market
is:…………………………
 Our IDENTITY


53. CUTTING EDGE MARKETERS WIN BY:






Research the marketplace.
Write a benefits list.
Select the proper marketing weapons.
Create your marketing plan.
Create a guerilla marketing calendar.
Make arrangements with fusion marketing
partners.

54. POSITIONING
What product or service will you offer?
 List the features that are different or better
than your competitor‟s.
 What are the benefits of this product?

Your benefits should be better than your
competition, if not, how will you compel
consumers to switch?

55. CONTACT THE ASU SBTDC








E-Mail hlawrenc@astate.edu or
asusbtdc@astate.edu
Website: http://www.astate.edu/a/sbtdc/
ASU Small business Blog http://www.asbtdcasu.com
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitter: http://www.twitter.com/asbtdc_asu
LinkedIn http://www.linkedin.com/in/asusbtdc
OR CALL ME: (870) 972-3517 or cell 897-5125