This is a broad overview of marketing basics. I think it is pretty comprehensive, except it is a few years old and does not touch on social media.

2. Copyright 2005 Giannini O'Connor LLC Mastering Marketing

3. Copyright 2005 Giannini O'Connor LLC Eight Simple Rules Rule #1: Know your Audience

4. Copyright 2005 Giannini O'Connor LLC

5. Copyright 2005 Giannini O'Connor LLC

6. Copyright 2005 Giannini O'Connor LLC Understanding One’s Audience can lead to uncovering: Geography Brand Preference Media Exposure Media Preference

7. Copyright 2005 Giannini O'Connor LLC Use this information to convey what your client is buying, not what you’re selling. Youth, not surgery. Safety and status, not cars. A brighter future, not education. “Wow, your house is beautiful,” not furniture. “Your husband must really love you,” not jewelry.

12. Copyright 2005 Giannini O'Connor LLC You should be… A trusted advisor. A resource for information. A source of comfort and understanding.

13. What about price? Rule #4: Instead of price think total cost and total value.

14. Copyright 2005 Giannini O'Connor LLC How it adds up. Even when money is no object for the initial purchase, customers will become unhappy if there are hidden or recurringcosts that were not disclosed. Ease of purchase and use are part of the cost. Be aware of the inverted law of supply and demand. Value starts with price but is earned with the intangibles. Exclusivity Status Getting the best. What money can’t buy. Security.

15. …the show that never ends. Rule #5: Make it an experience, not just a product or service.

16. Copyright 2005 Giannini O'Connor LLC Create an experience and customers will… Will keep coming back. Tell/bring their friends. Be willing to pay a premium Create a buzz.

17. Keep going to the well. Rule #6: The best source of new business is existing customers.

18. Copyright 2005 Giannini O'Connor LLC Look in two directions Anyone who has purchased from you more than once is willing to refer you. People like to talk. A referral is worth 1000 ads. Maintain consumable sales. Sell across product offerings. (Customers who bought X often buy Y.)

19. Yes, you’re the expert. Rule #7: Use your expertise to position yourself as the expert.

20. Copyright 2005 Giannini O'Connor LLC Expert power People like to be associated with a known expert. If you teach them, they will buy. Experts get articles published, get quoted in the newspaper, and getasked to speak at events...whichleads to awareness...which leads to sales.

21. Talk the talk, walk the walk, and keep walking. Rule #8: After the sale, the product and its image must continue to live up to expectations.

22. Copyright 2005 Giannini O'Connor LLC Marketing Management Basics

23. Copyright 2005 Giannini O'Connor LLC Start with the marketing plan Goals Budget Vision Positioning Competitive Analysis Customer Analysis Cash-flow projections

24. Copyright 2005 Giannini O'Connor LLC Budget START with a budget, then do the rest of your plan. A low budget is OK. No business can succeed without a logical marketing budget.

25. Copyright 2005 Giannini O'Connor LLC Vision Without vision, nothing new ever happens. If you don’t know where you’re going, you’ll never get there. Vision helps you focus.

26. Copyright 2005 Giannini O'Connor LLC Media Review

27. Copyright 2005 Giannini O'Connor LLC Print Advertising ROP (run of paper) display ads Classified Inserts/coupons Special Sections FSI (free-standing inserts) Wrapper advertising

28. Copyright 2005 Giannini O'Connor LLC Electronic Advertising Radio (AM and/or FM) Television VHF/UHF: hundreds of channels Cable channels: a whole new world!

29. Copyright 2005 Giannini O'Connor LLC Website Marketing Website (eCommerce) Banner ads Opt-In marketing Co-op Multi-media

30. Copyright 2005 Giannini O'Connor LLC Outdoor Advertising Billboards Vinyl Poster Transit Advertising Shelter Advertising

31. Copyright 2005 Giannini O'Connor LLC Direct Response Direct Mail Co-op Advertising Telemarketing OPC (off-premise contact) Referral programs/Giveaways

32. Copyright 2005 Giannini O'Connor LLC Sales Promotion Coupons Discounts In-store promotion (continuity programs)

33. Copyright 2005 Giannini O'Connor LLC Event Marketing Grand Openings Sponsored Events (local race, etc.) Trade Shows Conferences

34. Copyright 2005 Giannini O'Connor LLC Marketing Collateral Brochures Promotional Items Sales Material Product data Manuals ‘Leave’ pieces Always use ‘features and benefits’!

35. Copyright 2005 Giannini O'Connor LLC Press Relations Public Relations (press releases) Marketing Public Relations (creation of story/event) Expert Activity

36. Copyright 2005 Giannini O'Connor LLC Sales & Distribution Direct Sales Rep./Distributor Sales Location Sales Telesales Catalog Sales Internet (online) Sales

37. Copyright 2005 Giannini O'Connor LLC Sales Distribution Is there opportunity? Can I compete? Can I win? Is it worth it? Courtesy Dave Cincera of Millrace Resources

38. Copyright 2005 Giannini O'Connor LLC Q&A

39. Copyright 2005 Giannini O'Connor LLC