Powerpoint provided to Jonesboro Arkansas small business owners as part of a Write a Winning Marketing Plan workshop on Tuesday, February 5th at the ASU Delta Center for Economic Development by the ASU Small Business and Technology Development Center.

1. CREATE A MARKETING PLAN FOR THE 21ST CENTURY
THAT WORKS!
7 Sentence
Marketing Plan to
Stay on TRACK
Presented by: Herb Lawrence, Center Director Arkansas
State University Small Business and Technology
Development Center

2. THE ASU SBTDC
• Training
• Consulting
• Financial Analysis
• Market Research
• Loan Package Development
• Search Engine Optimization
© ASBTDC 2011 All Rights Reserved

3. IN YOUR PACKETS
• Attendee Record
• Copy of Presentation
• Handouts
• Evaluation Form
• REQUEST FOR COUNSELING FORM
© ASBTDC 2011 All Rights Reserved

4. GETTING ACQUAINTED
• Please introduce yourself
• Please tell the group about your business
• Products/services your business provides
• One expectation for today‟s seminar
© ASBTDC 2011 All Rights Reserved

5. 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

6. 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!!!!!!

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

8. WHAT ARE YOUR GREATEST CHALLENGES?

9. WHAT ARE YOUR GREATEST CHALLENGES?

10. VALUE PROPOSITION
 2-3 Sentences that DEFINES you, your
product and services…. THAT
 DIFFERENTIATES YOU from the
COMPETITION..
 In a way that MATTERS to your TARGET
MARKET
 More on creating a value proposition AND
real life examples at our Storify article Stand
Out from the Herd with a Value

11. FUNDAMENTALS 0F GOOD MARKETING
 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

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

13. MARKETING CYCLE
Researc
h
Review Plan
Create
© ASBTDC 2011 All Rights Reserved

14. RESEARCH
• SWOT Analysis
• Benefits
• Competitive Advantage
• Target Markets
© ASBTDC 2011 All Rights Reserved

15. SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats
© ASBTDC 2011 All Rights Reserved

16. Market Intelligence Services for
Arkansas Businesses
Herb Lawrence, ASU Center Director
Small Business and Technology Development
Center

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

18. FEATURES BENEFITS
 Professional Consulting  Improve Sales/Revenues
 FREE  Reduce Expenses
 Confidential
 Make More Money
 Variety of Areas
 Have a Better Life
 Cutting Edge Market
Research
 Low-Cost Training
Workshops
SBTDC FEATURES AND BENEFITS

19. FEATURES BENEFITS
 1.  1.
 2.  2.
 3.  3.
 4.  4.
 5.  5.
YOUR FEATURES AND BENEFITS

20. COMPETITIVE ADVANTAGE
• Many of your competitors offer the same
benefits as you.
• However, you have benefits that are
unique to your business.
• These are your competitive advantages.
© ASBTDC 2011 All Rights Reserved

21. TARGET MARKETS
• “Everyone” is not a target market
• People with the desire and ability to buy
your product/service
• Consumer vs. Organizations
© ASBTDC 2011 All Rights Reserved

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

23. 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

24. 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

25. EXERCISE
 What are your competitive advantages?

26. EXERCISE
 What are your target markets

27. 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

28. LET’S TAKE A BREAK!

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

30. CHANNELS

31. SO MUCH NOISE

32. BACK TO REALITY….
4% Are or have
been Customers
92% DON’T
CARE!
Your
4% ARE INTERESTED Business
in WHAT YOU SELL

33. TODAY CUSTOMERS FIND US…
IF WE HAVE PUT OUT THE BREAD CRUMBS

34. ON-LINE MARKETING
Your Customers Are Searching For You
90% of consumers SEARCH Online
To find information about businesses.
BUT only 52% of Small Businesses
have a website!

35. 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

36. STAYING IN TOUCH WITH CUSTOMERS

37. FEEDING THE CASH REGISTER
Email
BLOG
Local Off-Line
Search Web Site

38. GETTING THE WORD OUT
Spread the word on the RIGHT Channels
Post it on a site
that search
engines can
index
Where we create content to FEED our BlogCreate Content
in a Form
Customers Want

39. CREATING AN ONLINE PLAN
 STEPS
 Pre-planning
 Listento the conversations
 Create TARGET profile
 Set Specific Goals
 Join Conversation
 Measure Return

40. STEP 1 PREPLANNING
WHAT ARE YOUR CURRENT CHANNELS?
E-Mail? Direct
Mail
Newsletter
Websites s

41. STEP 2 LISTEN TO THE CONVERSATION
 Secure your brand on
social platforms
 Blogs, twitter, Facebook,
LinkedIn
 Usernames unique
 Try to be consistent
 Set up monitoring
platforms
 Google Alerts
 SocialMention.com
 Technorati
 Twitter Search

42. STEP 3 CREATE TARGET PROFILE
 Find KEY attributes by
Listening
 Chart out their presence in
social media
 Market Segmentation
 Demographic
 Geographic
 Psychographic
 Behavioristic
 Continue to gather customer
information along the way

43. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest
We love to Pin Interesting information at the ASU SBTDC Boards

44. STEP 4 SET SPECIFIC GOALS
 Brand Awareness/Advocacy
 Increase Traffic/Opt-Ins
 Business Partnerships
 Search Engine Results
 Generate Leads
 Reduce CRM Costs
 Increase Revenues

45. STEP 5 – JOIN THE CONVERSATION
Establish an Editorial
Calendar
 Choose schedule for days you
will post
 Keeps on Track & Organize
Content
 Consistency
 Helps when you need Content
Ideas

46. STEP 6 – MEASURE ROI
WHAT IS ROI?
 Non-Financial:
 Visitors
 WOM
 Page Views
 Fans & Followers
 FINANCIAL
 Sales
 Revenue
 Transactions
 Coupons

47. HOW TO FIND THE RIGHT SITES

48. EXACTLY WHO USES SOCIAL NETWORKS? ARE
THEY MY POTENTIAL CUSTOMERS?
 Get detailed user data for 2012 at the ASU
SBTDC Pinterest Site at our Social Network
Stats 2012!
http://pinterest.com/astatesbdc/

49. MONITORING TOOLS
http://www.google.com/alerts
https://twitter.com/search
http://www.socialmention.com/
http://addictomatic.com/
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc_asu/monitoring

50. MONITOR FOR:
 Your business or organization
 Your Competition
 Your product or service
 Industry

51. INDUSTRIAL ESPIONAGE
 Follow your competition on social media
 See what networks they use
 Evaluate how they connect
 Evaluate “value” they add to customers
 Reactions of followers, fans, subscribers, etc.
 STEAL What works!
 AVOID what isn‟t working

52. WHAT IS GOOD CONTENT
 Educates
 Informs
 Entertains
 Provides Value
 Builds Trust
 Creates Relationships…then
 SELLS……

53. HOW TO SPREAD CONTENT
 Video
 Images, pictures –
 Articles
 Infographics
 eBooks/White Papers
 Webinars
 Podcasts
 Coupons/discounts/special offers
Know how subscribers in different networks PREFER to receive your
content

54. TOOLS TO CREATE CONTENT
 Slideshare.com upload your PowerPoint, word documents, pdf
files, brochures, even video online to share with your audience
 Animoto.com Video creation and sharing tool that allows you to
upload images and short video clips, add text, then mix with a great music
library to share with your fans.
 Storify.com Online curation site bring information from Google, Facebook,
Twitter, YouTube, Instagram and more. Perfect for quick creation of information in
appealing format.
 YouTube – Fits as both a support tool and as its own social network.
Shoot video from anywhere, upload to YouTube and share on your sites.
 Get more information about Slideshare, Animoto and
YouTube at our Storify article “Tools to Create GREAT
Content”

55. TOOLS TO SAVE TIME
 Hootsuite.com
 Buffer.com
 Tweetdeck.com
 Facebook Page Scheduler
Read all about these and other scheduling tools at our Storify
article “Scheduling Tools for Beginners”

56. 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.

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

58. 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

59. 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.asbtdc-
asu.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