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.
Winning Marketing Plans for Arkansas Small Businesses
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
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.
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?
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
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?
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
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
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
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
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
Hinweis der Redaktion
SUCCEED: it is helping customers ACHIEVE THEIR GOALSCREATING LASTING RELATIONSHIPSPROCESS NOT EVENTHere too: marketing is NOT… complicated, it is not a miracle worker, nor a stage for humor
Fundamentals of successful marketing have not changed JUST THE TOOLS
All successful businessmen ARE GREAT MarketersAll successful marketers ARE GREAT story tellersTrick: What story will facinate your target audienceAsk class to share their favorite fiction book when growing up and why they liked itGreat Stories: Transport reader to a better place they would like to be OR is a Warning
Handout Worksheet
http://www.youtube.com/watch?v=KGZvQoPxhNs&playnext=1&list=PLA16325FDB7BA3724&index=1Chevrolet didn’t sell features instead sold a concept to WWII Vets Growing professional class, GI Bill creating families rise of interstates all set this commercial to be a success
Handout Worksheet
Handout WorksheetChoosing a target market should be based on Sales potentialGrowth OpportunitiesCompetitionAbility to serve that market
http://www.youtube.com/watch?v=5YGc4zOqozoHappy customers come back more oftenIncrease number of transactions per customerIncrease purchases per transactionReferral power
Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
The what is ROI link is to an old video on ROI for social media
Link to let them go to our Pinterest board that has infographics of demographic data about the top social sites
Note: social mention is still available but will not allow for email delivery anymore. Also the bottom link is an article I curated on how to use listening tools
Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them