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Who Are You?

Who Are You?. In today's competitive environment businesses need to differentiate themselves from their competitors. If you haven't considered a formal marketing program, perhaps it's time. Presented by Greg Rosenberg. Marketing Your Small Business Presented to the Better Business Bureau

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Who Are You?

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  1. Who Are You? In today's competitive environment businesses need to differentiate themselves from their competitors. If you haven't considered a formal marketing program, perhaps it's time. Presented by Greg Rosenberg

  2. Marketing Your Small Business Presented to the Better Business Bureau July 17, 2014

  3. What is marketing? • Marketing supports sales • Sets the stage • Defines the audience • Builds awareness • Generates leads

  4. The path to success • Clearly identify your goals • Develop a sustainable strategy and specific tactics • Create broader consumer awareness/ branding

  5. Know yourself • Your value from the customer’s perspective • Key differentiators • USP/Value Proposition • Not what I’ve done or what I can do, • but how what I do translates into results for you • Your market niche

  6. Be customer centric • What do theyreally need? • What makes them tick? • How do you reach them? • Is each customer segment different?

  7. How do I begin? • Build a plan • Keep it simple and precise • Make it your own • Allow for growth and change

  8. Refine your message • Segment your message where necessary (one size does not fit all) • Stimulate emotions • Solve problems/create a need • Answer concerns • Tell them WIF them? 8

  9. Attack the markets from all fronts • Clarity • Consistency • Commitment • Long-term repetition • Balance of media 9

  10. Budget but be flexible 10

  11. A Proven Approach • Identify business objectives • Define audiences • Formulate appropriate messages • Identify communications channels • Create budgets and schedules • Produce compelling communications materials • Manage the entire process from start to finish • Test your systems • Measure the results • (cost per lead/incremental sales/gross/net) 11

  12. THE REALLY, REALLY ABREVIATED MARKETING PLAN • Behaviors your marketing should motivate. • Prime benefit you offer. • Target audience or audiences. • Define your niche or what you stand for: economy, service, quality, price, uniqueness, anything. • Personality of your company. • Marketing budget, expressed as a percentage of your projected gross sales. • What marketing weapons you plan to use.

  13. MARKETING ENGAGEMENT QUESTIONNAIRE Date Completed:________ Sales Objectives: Last Year’s Sales ____________________________________ 2014 Realistic Sales Objective ___________________________ 2014 Stretch Sales Objective ___________________________ How do you think you can get there? Try to provide realistic methods. Are there specific segments of your products of services that have the most potential?Does your company sell primarily to local, regional, national or international markets?Do you have a written business plan? Do your employees understand where you are and where you want to go within this plan?From where is your highest profit derived? Which products? What type of end-users? Current Customers?Top Five in Sales?Average sales per year per customer? Please indicate how many customers you have at various price points.Decision-makers (job titles)?

  14. Questions? Presented by Greg Rosenberg BCSIPR.com gregr@bcsipr.com 440-498-1134

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