This document discusses developing a competitive marketing strategy. It explains that a competitive strategy defines a target audience, identifies their specific needs, and designs an offer to fulfill those needs better than competitors. It also notes that businesses must be competitive to acquire fewer marketing dollars and avoid falling behind competitors' new offers. The buying process for customers typically involves 6 phases from awareness to selection, and a competitive strategy should stand out at each phase. Worksheets are provided to help analyze competitors like a Mexican restaurant and real estate agent, and develop a unique strategic offer.

1. Improving YourCompetitive Strategy by Maggie Barr Maggie Barr & Associates www.targetedSMBmarketing.com

2. Agenda What’s different about a “competitive” strategy? Why do I need to be competitive? What’s the buying process like for customers? How can I make it more compelling? THREE WORKSHEETS – Example: Mexican restaurant - Example: real estate agent - Your business

3. What’s different about a competitive strategy?

6. Why do I need to be competitive? (cont.) Example: Taqueria Los Amigos Boulder Creek, CA

7. Why do I need to be competitive? (cont.) Exactly how do you compare?

8. Why do I need to be competitive? (cont.) Exactly how do you compare?

9. Why do I need to be competitive? (cont.) Exactly how do you compare?

10. Why do I need to be competitive? (cont.) Exactly how do you compare?

11. What’s the buying process like for my customers?

12. What’s the buying process like formy customers? There’re 6 steps in the “should I buy” decision process All buyers travel through all phases Depending on purchased item or service, time at each phase will vary Know how you communicate, and what you communicate, at each phase Know how you compare to your compet-itors at each phase

13. New Customer Acquisition6 Phase Decision Process Print ads, online ads, events, word-of-mouth Asking peers, searching for website, driving by Visiting website, visiting location Browsing site or store Who else has offer? Who has best offer?

14. How can I make their buying process more compelling?

15. How can I make their experience more compelling? Awareness: unique ways to advertise Interest: unique ways to get their attention Acquaintance: unique ways to greet them Consideration: unique ways to differentiate Comparison: unique ways to advertise Vendor Selection: unique ways to close the sale

16. Three Exercises

17. Three Exercises: Taqueria Los Amigos‎ Boulder Creek Moebest-Henderson Properties Santa Cruz Your business, your offer!

18. Taqueria Los Amigos

19. Mobest-Henderson Properties

20. Your Business, Your Offer

21. Summary

22. Summary Competitive strategies take into consideration how your customers –compare- you to others Your competitors are likely watching YOU … shouldn’t you be watching them? They buying process has 6 phases Find a way to stand out in all phases

23. If you would like help building your marketing plan, or developing and imple-menting a marketing campaign, please contact us. We offer affordable rates and a fast turnaround. MaggieBarr & Associates www.targetedSMBmarketing.com maggie.anne.barr@gmail.com 408-454-6488