1 / 230

Advertising, Merchandising and Promotion Oakland March 11, 2008

Advertising, Merchandising and Promotion Oakland March 11, 2008. Welcome. A dvertising, M erchandising and P romotion Marketing Best Practice program Response to dozens of client requests How to get the most out of your marketing spending Framework to make better spending decisions.

reegan
Download Presentation

Advertising, Merchandising and Promotion Oakland March 11, 2008

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Advertising, Merchandising and Promotion Oakland March 11, 2008 www.eastbaysbdc.org

  2. Welcome • Advertising, Merchandising and Promotion • Marketing Best Practice program • Response to dozens of client requests • How to get the most out of your marketing spending • Framework to make better spending decisions www.eastbaysbdc.org

  3. Welcome • Look at several different aspects of AMP • How to use the different tools and media to maximum advantage • How much should you be spending • On what • Why www.eastbaysbdc.org

  4. Welcome In the context of The Business Plan www.eastbaysbdc.org

  5. East Bay SBDC • U.S. Small Business Administration • NorCal SBDC Network - CSU Humboldt • Alameda County GSA • Citibank, PG&E, Caltrans • Cities across Alameda County and the Tri-Valley www.eastbaysbdc.org

  6. East Bay SBDC • Work with hundreds of businesses/year • Complete package of courses, consulting & contacts • Creating new programs about technology, finance, business planning & Best Practice Management • 2007 150 seminars with 6,000 attendees www.eastbaysbdc.org

  7. Steve Roth • Director, East Bay SBDC • Management Consultant • Venture Capitalist & Private Equity Investor • Corporate Executive & Entrepreneur • Marketing at Corning, Heublein & RJR • Marketing plans for dozens of investments www.eastbaysbdc.org

  8. Send questions to sroth@eastbaysbdc.org www.eastbaysbdc.org

  9. Resources • East Bay SBDC • Counseling services • Team of 15 professionals • 20+ years of experience • MBAs from top schools • Broad range of experiences and expertise • Services are free to you www.eastbaysbdc.org

  10. Counseling • Rick Ohlrich coordinates all counseling assignments • Get the best fit with the company based on its individual needs, goals and stage of development • rohlrich@eastbaysbdc.org • 510-208-0412 www.eastbaysbdc.org

  11. Complete the online Request for Services form www.eastbaysbdc.org

  12. Linkages • Lenders • Service providers of all types • Credit Counseling • Women’s Initiative • SCORE (www.eastbayscore.org) • Small/Minority/Women Owned Cert. • Technology Assistance Program www.eastbaysbdc.org

  13. Get you to the right resource www.eastbaysbdc.org

  14. Training Programs • Accessing Capital • Business Planning • Best Practice management techniques • Technology series • Contracting with the government and large corporations • Caltrans Vendor program • SCORE, Quick Books and others www.eastbaysbdc.org

  15. Seminar Schedule www.eastbaysbdc.org

  16. Stay in Touch Go to www.eastbaysbdc.org for a full calendar & sign-up for email notification www.eastbaysbdc.org

  17. 2007 Economic Summit Series • Four programs: • Green/Sustainable Business • Accessing Capital • Contracting • Technology • Speakers, experts & sources of capital • Time for networking with Panelists www.eastbaysbdc.org

  18. 2007 Economic Summit Series 250 - 350 people = Great Networking Events www.eastbaysbdc.org

  19. 2008 Summit Series • 2 larger events planned for 2008 • Starting a Business in June • Technology in November • Similar format • Goals of education, networking & economic development www.eastbaysbdc.org

  20. 2008 Summit Series Contracting Program to expand into a true Regional event www.eastbaysbdc.org

  21. New Legal Services Relationship www.eastbaysbdc.org

  22. Legal Services for Entrepreneurs • Network of 36+ law firms who provide pro-bono legal counseling • New relationship with East Bay SBDC • 30 minute sessions in Oakland once a month as the starting point • 3rd Thursday of every month www.eastbaysbdc.org

  23. Legal Services for Entrepreneurs Contact East Bay (510-208-0410) for an appointment www.eastbaysbdc.org

  24. Caltrans • Caltrans – SBDC partnership • Training to help new small and minority- owned contractors win Caltrans projects • Increase volume of work to existing contractors • Combination of training seminars and counseling www.eastbaysbdc.org

  25. Caltrans • Go to www.eastbaysbdc.org for the Caltrans training schedule • Register online • Special counselor will be at East Bay one day each week (510) 208-0410 • eduarte@azteccm.com • (925) 837-1050 Ed’s direct phone line www.eastbaysbdc.org

  26. Caltrans $20 billion of infrastructure building bonds www.eastbaysbdc.org

  27. Technology Assistance Program • TAP is part of the SBA and SBDC structure • Full program of specialty technology classes • Unique group of technology consultants • Hands on and interactive help for the small business owner www.eastbaysbdc.org

  28. TAP • Program flows through your EastBay SBDC counselor • Help provided as part of the client’s total counseling program • Both processes will operate in parallel • Lots of opportunity to get needed help www.eastbaysbdc.org

  29. TAP TAP Boot Camp coming to Oakland area on June 3rd www.eastbaysbdc.org

  30. TAP www.sbdctap.com www.eastbaysbdc.org

  31. Unique benefits for East Bay clients www.eastbaysbdc.org

  32. Panel Discussion www.eastbaysbdc.org

  33. Why is today important to you sroth@eastbaysbdc.org

  34. 50% of all advertising is wrong sroth@eastbaysbdc.org

  35. Just don’t know which 50% sroth@eastbaysbdc.org

  36. One of your largest discretionary spending items sroth@eastbaysbdc.org

  37. All businesses must prospect for new clients or go broke sroth@eastbaysbdc.org

  38. Agenda • AMP and your Plan • Terms and concepts • Research & Media • How much to spend • Keys to success www.eastbaysbdc.org

  39. Agenda • Tales from the Dark Side • Things to remember • Panel • Summary • Networking www.eastbaysbdc.org

  40. What does AMP mean to a business www.eastbaysbdc.org

  41. AMP • Sum of how you communicate with your: • Customers • Prospects • Vendors • Employees www.eastbaysbdc.org

  42. AMP • Business cards & stationery • Logo and brand names • Advertising message and mediums • Promotional strategies • How you merchandise your store • The look and feel of the website • The products you carry www.eastbaysbdc.org

  43. Advertising • The message(s) and what they say about your company and its products • The mediums used and how they are perceived by different audiences • The mix of media combined with the message(s) www.eastbaysbdc.org

  44. “The Medium is the Message” www.eastbaysbdc.org

  45. Merchandising • Not just a retailing term • Products & Services offered & at what prices • Communications can be: • Sophisticated • Funny • Irreverent www.eastbaysbdc.org

  46. Message fits the business www.eastbaysbdc.org

  47. Total look and feel of your communications www.eastbaysbdc.org

  48. Promotion • Public relations • Events • Sponsorships • Pricing • Innovative sales & promotions • Good works www.eastbaysbdc.org

  49. Says a lot about the company to others www.eastbaysbdc.org

  50. AMP • Works as part of the total business plan • How the company operates • Deals with customers • Broader social and industry issues: • Fair Trade • Sustainable • Diversity www.eastbaysbdc.org

More Related