Marketing Magic

1. Marketing Magic

2. Moderator • Wanda Wells • Director of Community Affairs, Fox Television, Channel 32 • Panel Members • Martine Friedman • Small Business Marketing Manager, Office Depot • Kellie Harris • PR Manager, Hewlett-Packard • Jason Felger • Director of Marketing, Chicagoland Chamber of Commerce • Mary Beth Sammons • SMA Global

3. Defining Your Business & Target Market Martine Friedman Small Business Marketing Manager, Office Depot

4. Defining Your Business • What is your economic engine • Financial drivers such as average sale, cost of customer acquisition, number of customers, quantity sold, margins, fixed vs. variable costs, set marketing budget • The economic climate • Financing/leveraging, interest rates, labor & media costs, consumer indexes that impact return on marketing investment • What are our strengths and weaknesses • Personal, business, by functional area, given external environment

5. Understand Financial Drivers The greatest marketing in the world can’t overcome a flawed business model, or lack of understanding financial drivers

6. Know Your Target Market

7. Know Your Target Market

8. Unique Selling Proposition Examples • What do we do better than anyone else? • Component manufacturer: No one can source products faster and cheaper because of our worldwide base of manufacturers • Yacht Service: We don’t just run yacht charters, we create events on yachts • What value does our company bring to customers? • Component manufacturer: Our customers maintain the highest margins in the industry because of our components • Yacht Service: A yacht event is memorable. We enable you to solidify relationships with your customers.

9. What is YOUR Unique Selling Proposition • What is the unique selling proposition? • Component manufacturer: Our ability to source the best components at the best prices contributes directly to our customers net profit • Service: We can run yacht events anywhere in the world to satisfy customers everywhere • The unique selling proposition should position your strengths in line with customer needs, and against competitive options • Can you ultimately attain a leadership position with this proposition?

10. POOF – You’re CoveredBranding & Communications for Small Businesses Kellie Harris Public Relations Manager Hewlett-Packard

11. You Have 30 Seconds • Create an Elevator Pitch for your business and yourself • What do you have to offer • Why is it important • What makes you different • Practice, Share, Practice • Only one chance to make a first impression • Arm people around you to share your pitch • Make them practice

12. Customers: Inside Out/Outside In • Understand your customers • Who are they & what do they need • Learn how your products/services help them • Why do they choose you • Reach out to them • Ask them about themselves and their business • Ask for feedback • Bring them in to you • Customers can be a reality check for your decision-making

13. The “Magic” of Media • To perform these next tricks you will need: • Your Elevator Pitch…it’s your value proposition and differentiator • Your Customers…they are your independent third party endorsers and your source for whom to contact

14. Media: The Reporter’s Perspective • The key to strong media relations is good research • Treat reporters as you would your customers • Remember: Reporters & Editors have customers…their audience

15. The Trick: Tips on Getting Coverage • Tie story ideas into events & holidays • Tie story ideas into upcoming special issues • Let people know you are an expert in your field • Invite a reporter to lunch • Start your own television show on a Cable TV Access Channel • Build a network of other small businesses in your area

16. Unlock the Mystery: Great Resources • The Publicity Hound, by Joan Stewart • www.publicityhound.com • Marketing Public Relations: The Hows that Make it Work, by Rene Henry • The Marketer’s Guide to Public Relations, by Thomas Harris • Hitting the Sweet Spot, by Lisa Fortini-Campbell

17. Grassroots Marketing Mary Beth Sammons SMA Global

18. Grassroots MarketingCreative Ways to Get and Do Business • 30 Influencers in 30 Days • Who Needs to Know Your Story (Influencers)? • Who Do You Know? • Media, Professional Organizations, Friends, Family, Colleagues? • Where Can You Tell Your Story? • Who’s Likely To Spread the Word • Assemble Your List

19. Be Prepared • What is Your Story/Elevator Speech? • Create a Strong Image - a Visual, Verbal and Written Version of Story • Brochures, Web Page, Sales Kits, E- Blasts, Letters, Lunch Coffee. • Create a Hit List for Spreading the Word

20. Get Your Name Out There • Network, Network, Network • Chamber groups, Professional Associations, Author’s Seminars, Workshops, Starbucks, Lunches • Create Expert Status and Offer it Up Wherever you can • What are Speaking Opportunities? • Continuing Education Workshops • Bookstores, Professional Associations, Special Interest Groups, Sporting Clubs, Hobbyists, Local Libraries, Starbucks

21. Unusual Networking Venues • Volunteer • Not-for-profit Board Membership • Church groups, clubs, Soccer field

22. Be Your Own Matchmaker • Connect Others…. • Alliance Partnerships • Bartering Services

23. Never Underestimate Customer Service

24. Your Marketing Toolkit Jason Felger Director of Marketing Communications and Chicagoland Chamber of Commerce

25. Your Marketing Toolkit • Direct Response • Focused and Targeted • E-mail campaigns and newsletters • Maximize all those cards you get • Website • It’s another tool not a place holder • Referral network • Has your bank done anything for YOU lately? • ROI

26. Q&A