The basics of how to properly build a successful marketing campaign for small business and how to calculate your Return on Investment.

1. Work Smarter –
Not Harder!
Marketing Dept.
Tools, Tips and Strategies
for developing a successful
marketing campaign
Presented by the Art of Design i.d.
©2009, Art of Design i.d.

2. Art of Design i.d. Inc.
www.artofdesignid.com
Debbie Tuzel, BS, MS (719) 272-6789, debbie@artdesignid.com
President & Creative Director
Debbie founded the Art of Design i.d. years ago at the request of
small business owners & independent professionals looking for a
Marketing & Design agency that would focus on their needs and
work within their budgets. Over the past 14 years she has worked
with hundreds of local businesses and entrepreneurs.
Marc Tuzel, BS (719) 339-2493, marc@artdesignid.com
Vice President , Marketing
Marc brings a wealth of knowledge, experience and expertise in the
field of marketing. His degree from Johnson & Wales University in
business management along with extensive marketing experience in
a wide variety of industries gives him an intricate understanding of
key factors in a target markets’ decision making process.
©2009, Art of Design i.d.

3. “Doing Business without advertising is
like winking at a girl in the dark. You
know what you are doing but nobody
else does.”
©2009, Art of Design i.d.

4. “If you are not constantly
marketing your business, you
won’t be able to sustain your
business.”
©2009, Art of Design i.d.

5. The
2
3
4
Fatal
Marketing
Mistakes
©2009, Art of Design i.d.

6. Marketing Mistake #1
“Field of Dreams”
Bad Idea
– Build it and they will come… (and buy!)
Right Idea
– Drive prospects to your business
©2009, Art of Design i.d.

7. Marketing Mistake #2
“Spray & Pray”
Bad Idea
– “Shotgun” Approach
Mass marketing to everyone out there
Expensive
Ineffective
Right Idea
– “Sniper” Approach
– Targeted campaign
“The right customer is out there. Is he getting your
message?”
©2009, Art of Design i.d.

8. Marketing Mistake #3
“Self Defeating Prophecy ”
Bad Idea:
– “Been there, done that!”
– “It doesn’t work. I tried it once and I didn’t see any
results.”
Right Idea:
– “Try, Try, Try, Again”
– Understand the Psychology
– Know the value of Multiple Touches
4 – 6 Touches deliver higher conversion rates
Customer has repeated opportunities to make contact
Builds Brand Awareness
©2009, Art of Design i.d.

9. Marketing Mistake #4
“Blind Faith”
Bad Idea:
– “Business is OK so my marketing must be
working.”
– “I feel it in my gut…”
Right Idea:
– “However Beautiful the Strategy, you should
occasionally look at the Results”
–Winston Churchill
– Metrics Matter!
©2009, Art of Design i.d.

10. The Right Approach to
Marketing
One step at a time!
&
Looking at your business from the eyes of your (best) customer
©2009, Art of Design i.d.

11. Plan for Success…
TARGET MARKET
1
Ideal Customer
Profile
GOAL STRATEGIES
ROI
Marketing Goal
vs Implementation
Financial Goal
©2009, Art of Design i.d.

12. Focusing in on your
Target Market…
Who do I want to reach?
What motivates them?
Where do I find them?
What do they look like?

13. Target Market:
What do you know about your best customer?
IDENTITY:
• Business Name • Consumer Name
• Contact Info • Contact info
• SIC # • # Children
• # Employees • Own or Rent Home
DEMOGRAPHICS: ASSOCIATIVE DATA:
• Age • Hobbies
• Gender • Pets
• Income • Credit Score
• Geographics • Behavioral Indicators
©2009, Art of Design i.d.

14. Marketing Goals
Branding
– New business
– Awareness
Lead Generation
– Drive people to your store or website
Product or Service Announcements
Public Relations
– New hires
– Community Service
– Special Events
©2009, Art of Design i.d.

15. Strategies
Message
– What do you want to say?
Delivery
– How do your customers want to hear
from you?
– How often do you need to reach them?
Tracking
– How will you know it worked?
©2009, Art of Design i.d.

16. Developing a Focused
Message
Strengths
– Tells you what to say
Weaknesses
– What to avoid saying
Distinguishing Values
– What separates you from the pack?
– Examples: “going the extra mile”, trust,
timeliness, efficiency, creativity, problem
solving, etc.
“We take care of your skin from basket to
casket.” -Annie S., Arbonne

17. Determine Frequency &
Length of Campaign
Customers & Prospects need to hear
your marketing messages MULTIPLE
times to influence a buying decision.
Every campaign has a specific time
frame for measuring success
– 6-month goal
– 9-month goal
– 12-month goal
©2009, Art of Design i.d.

18. Tracking
Test, Measure & Evaluate
– Start small & measure often
Responders vs Non-Responders
– Planning for the “What if’s…”
Build on successful strategies
Unsuccessful strategies
– Change one thing at a time
– Re-evaluate

19. Marketing Metrics:
The Secret Ingredient
Every marketing effort needs to have
a measurable result
– No campaign is a failure if you learn from
it!
Marketing evolves
– What you learn today effects how you
market tomorrow
©2009, Art of Design i.d.

20. Cost Effective Strategies
Co-op Marketing
Serial Networking
Strategic Partnerships
Seminars/Webinars
Newsletters
©2009, Art of Design i.d.

21. Planning Your Campaign
©2009, Art of Design i.d.

22. Estimating ROI
Goal in $$$$
Value of a new customer/client?
# of new Sales Needed = Goal/Client Value
Estimated Response Rates
– 1%, 3%, 5%, 10% (anything above 10% is unrealistic)
Closing Ratio (%)
# of Prospects you need to reach = (# of New Sales/Closing
Ratio)/Estimated Response Rates
Expenses = ((# Prospects x Production per Unit) x
Frequency)+ Set-Up
Estimated ROI = Goal $ - Costs
©2009, Art of Design i.d.

23. Turning Ideas into
Campaigns
Consistency
Headline
– Compelling and Persuasive
Call to Action
Offer
– Perceived Value
Emotional Hook
– Reason to Believe/Act
Validation (Trust)
– Guarantee
– Testimonials
– Brand Image
©2009, Art of Design i.d.

24. Emotional Hook
Headline
Call to Action
©2009, Art of Design i.d.

25. Emotional Hook
Offer
Call to Action
Validation
©2009, Art of Design i.d.

26. Putting A Framework
around your Strategy
Direct Mail Campaign:
6 mailings / 1 per month
Mail Postcard
Non –Responders
get next mailing Prospect calls for a quote
(remove from mailings)
Salesman meets 1 on 1
No Sale
Add to Referral Campaign Sale to New Customer

27. Value of Creativity
“If it doesn’t sell, it isn’t creative.”
3,000 attempts daily to snag our
attention.
that figure is doubling every five
years.
Is your message buried or does it
stand out?
Is the Creative “Marketing Savvy”?
©2009, Art of Design i.d.

28. ©2009, Art of Design i.d.

29. Practice Makes Perfect!
Successful
marketing is like
learning to play
an instrument
It’s not a one time
event – It’s a
continuously
evolving process
that takes
knowledge and
planning
©2009, Art of Design i.d.

30. Road Map to Successful
Marketing
Goal
Know your Market & your
Customers
Clear & Consistent Message
Select Media Mix
Be Consistent
Frequency is Key
Track Results
©2009, Art of Design i.d.

31. “ If a marketing campaign is built
around a weak idea - or as so often is
the case, no idea at all- I don’t give a
damn how good the execution is, it’s
going to fail.”
- Morris Hite
©2009, Art of Design i.d.

32. It’s not the size of the budget you
have to spend, but rather how
creatively and effectively you use
those dollars in a well thought out and
consistent marketing campaign.
©2009, Art of Design i.d.