SlideShare une entreprise Scribd logo
1  sur  70
Télécharger pour lire hors ligne
Old Colorado City
Merchants & Businesses
  January 22, 2009
    6:00 - 8:00 pm



3216 West Colorado Avenue
Colorado Springs, CO 80904
      (719) 226-2265
Old Colorado City
Merchants & Businesses
  January 22, 2009
PURPOSE

 Define MARKETING
 How to effectively MARKET your business

 How to BRAND your business

 How to find VALUE in advertising

 The next step
WHAT IS MARKETING

 The process of organizing and directing all the
  company activities which relate to determining
  the market demand and converting the
  customers buying power into an effective
  demand for a service and bringing that service
  to the customer.
 The practice of encouraging consumers to buy
  products.
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
WHAT IS MARKETING?
HOW TO EFFECTIVELY MARKET YOUR BUSINESS

   There are 9 tips to effectively market your
    business
MARKETING TIP #1

 Look for some low-cost ways you can enhance
  the perceived value of your product or service.
  Then test raising your price.
 Don't be surprised if both your sales and your
  profit margin go up.
MARKETING TIP #2

 Try to limit your customer's decision making to
  either "Yes. I'll buy." or "No. I won't buy".
 Don't risk losing them by including "which one"
  decisions.
 The more options you offer, the more likely
  some customers will procrastinate and never
  make the decision ...causing you to lose a sale
  needlessly.
MARKETING TIP #3

 You can demonstrate a low cost for your
  product or service by breaking down the price
  to its lowest time increment.
 For example, "Enjoy all of this for less than .90
  cents a day" (for something priced at $325 a
  year).
MARKETING TIP #4

 Add an unexpected bonus to every sales
  transaction just before completing the sale.
 It prevents customers from developing any last
  minute hesitation ..and changing their minds
  about buying.
MARKETING TIP #5

 Print your best small ad on a postcard and mail
  it to prospects in your targeted market.
 Postcards are inexpensive and easy to use.

 Most recipients who ignore other types of
  advertising will read a brief ad when it's
  delivered to them on a postcard.
 It makes the consumer touch your ad directly
  out of the mailbox.
MARKETING TIP #6

   Prospects who ask questions are usually close
    to buying. Take advantage of this. Don't just
    answer their question. Include a reason for
    them to buy as part of your answer. Then ask
    for the sale ...or tell them exactly what to do to
    place their order.
MARKETING TIP #7

 Collect testimonials from your customers and
  use them in all your advertising.
 Testimonials provide evidence that your product
  or service delivers the results you promise.
 For maximum impact, use only testimonials
  that describe specific results the customer
  enjoyed.
MARKETING TIP #8

 Include "benefit rich" headlines on all your web
  pages.
 Many visitors arrive at a web page then
  immediately click away ...unless something
  instantly catches their attention.
MARKETING TIP #9

 Continually test and evaluate everything you
  use or do to promote your business.
 Allocate 80 percent of your advertising budget
  to proven promotions.
 Use the other 20 percent for testing new
  variations.
 Most businesses using this system continue
  growing - even in highly competitive markets.
BONUS TIP
 Handle customer complaints quickly and with a
  positive attitude.
 Strive to preserve your relationship with them
  instead of your immediate profit from the
  transaction.
 They will reward you with repeat sales and
  referrals ..instead of punishing you by telling
  everybody they know about their unhappy
  experience and causing you to lose future
  customers.
HOW TO BRAND YOUR BUSINESS

 Your business has an image.
 It doesn’t matter if you spent thousands of
  dollars on a logo and marketing materials or
  took ten minutes to slap a piece of clipart on a
  business card, your business still has an image.
HOW TO BRAND YOUR BUSINESS

 A business’ image consists of logo, slogan (tag
  line), color, fonts, etc.
 It’s also part of how you brand your business.

 Image and brand building is important so that
  people think about your business when they
  need your products or services.
HOW TO BRAND YOUR BUSINESS

 Put your logo to work.
 Probably the most memorable part of your
  image is your logo.
 Your logo represents your business and it helps
  sell your business.
 It turns the name of your company into a visual,
  tells what you sell, and reinforces your company
  name and product.
HOW TO BRAND YOUR BUSINESS
HOW TO BRAND YOUR BUSINESS

 Why should you care about building your
  brand?
 What is a brand anyway?

 Why can Starbucks get more money for a cup
  of coffee rather than the local mini-mart?
HOW TO BRAND YOUR BUSINESS

   There is inherent value in “brand equity.”
     Simply    put, brand equity is the set of assets (or
      liabilities) associated with brands that contribute to
      the value consumers place on the brand
      experience.
     In other words, a well-established brand makes
      your product or service worth more. It’s that
      simple!
HOW TO BRAND YOUR BUSINESS

   Branding is not something that happens
    overnight.
     Brands  are created over time.
     When Betsy Ross brought Ben Franklin her first flag
      design, Ben remarked, “I don’t know, Betsy, all
      those stars and all those stripes just don’t say
      America to me.”
     Branding takes time.
HOW TO BRAND YOUR BUSINESS

   A brand is an image that exists in consumers’
    minds.
     Consumers come to believe in a product’s quality,
      reliability, results and status because they see repeated
      assurances that the product delivers those attributes.
     When consumers are motivated by a product’s brand
      attributes, they choose that product over similar ones in
      the marketplace.
     Why buy NIKE as opposed to just sneakers? A BMW
      rather than a Suzuki?
HOW TO BRAND YOUR BUSINESS

   Everything you do contributes to your brand.
     Before you can build your brand, you need to
      understand what your brand’s attributes are and
      what your brand’s positioning should be.
     How does your brand stack up against the
      competition?
     What are your brand’s strengths and weaknesses?
HOW TO BRAND YOUR BUSINESS

   Know your competition.
     You  will never know whether your marketing
      initiatives are successfully building your brand
      unless you have measured your competitive
      position.
     How does your target market feel about your
      brand?
     How does your brand, without advertising, measure
      up against your competition?
BRANDING WORKSHEET
DEALING WITH REJECTION (PT. 1)
   “I tried advertising and it didn’t work.”

    “Yeah, I know,” whispered the little voice inside me, “I see it not
    work every day.”

    But if that advertiser’s message is weak, you’ll soon be
    hearing, “I bought what you said and it didn’t work.” I had been
    groping blindly in a pitch-dark room when I flicked the light
    switch on the wall. Suddenly everything was clear: Message
    and copy are two different things.
DEALING WITH REJECTION (PT. 2)
   "The fish trap exists because of the fish. Once
    you've gotten the fish you can forget the trap. The
    rabbit snare exists because of the rabbit. Once
    you've gotten the rabbit, you can forget the snare.
    Words exist because of meaning. Once you've
    gotten the meaning, you can forget the words." –
    Chuang-tzu, 350 BC
    If Chuang-tzu had been in advertising, he would
    have said, “Copy exists because of message. Once
    you’ve gotten the message, you can forget the
    copy.”
DEALING WITH REJECTION (PT. 3)
   1. No one ever plans to have a traffic accident.
    2. You don’t really have to get 3 estimates from 3 different body shops.
    3. You don’t even have to pay your $250 or $500 deductible.
    4. Your insurance company will happily pay whatever their adjustor says is
         the right amount.
    5. When you’ve been involved in a traffic accident, call me.
    6. I’ll send out a wrecker to pick up you and your car.
    7. I’ll give you a free loaner car to drive while I’m repairing your car.
    8. I’ll notify your insurance company and meet with the adjustor.
    9. I’ll fix your car for whatever amount the insurance adjustor agrees to
         pay.
    10. You don’t even have to pay your deductible.
    11. And since we’ve already got the paint in the gun, we’ll fix those little
         door dings and scratches on the other side of the car that were there
         before the accident. No extra charge.
    12. You’ll get back a car that’s better than it was before the accident.
DEALING WITH REJECTION (PT. 4)
   1. They need to stay on the air long enough for
    people to hear them and remember their
    message. That’s when they’ll begin to see results.

   2. Then they have to wait for the listener to need
    them.

   3. The longer they stay on the air, the deeper the
    message goes into memory and the better it
    works.
DEALING WITH REJECTION (PT. 5)
   1. The advertiser with a weak message, often repeated,
    will prevail over a competitor with an equally weak message
    less often heard. When weak vs. weak, frequency is a
    tiebreaker.

   2. The advertiser with a weak message wrapped in
    cleverness and humor will prevail over a competitor with an
    equally weak message wrapped in a brown paper bag.

   3. The advertiser with a weak message and a big ad
    budget will prevail over a competitor with a strong message
    that never gets heard.
3 KEYS TO A SUCCESSFUL PRINT AD

1.   Write for the EYE, focus on VISUAL
2.   Write for the BUSY EYE
3.   Keep your TARGET MARKET in mind
KEY #1 TO A SUCCESSFUL PRINT AD
   Print ads are VISUAL
       A catchy headline
       Art, Photos, Illustrations, Clip Art, Shapes, etc.
       Design in an interesting, intriguing, attention getting
        manner
       Use WHITE SPACE effectively
       Use no more that THREE typefaces
       Draws the reader’s eye to your LOGO
       Use COLOR to grab the reader’s attention
KEY #2 TO A SUCCESSFUL PRINT AD

 Write for the BUSY EYE
 Capture the attention of potential customers

 Encourage them to remember what you want
  them to do
 Persuade them to actually do it

 Print ads should have ONE message and ONE
  message only
 CALL OF ACTION
KEY #3 TO A SUCCESSFUL PRINT AD

   Keep your TARGET MARKET in mind
   Ad message should focus on your CUSTOMERS’
    NEEDS not YOUR OWN
   Sales are effective because it is saving
    customers money
   Contests, free gifts, free food – think OUTSIDE
    THE BOX
   Study other people’s ads
EFFECTIVE ADS
   AIDA: The Classic Formula for Effective Ads
     ATTENTION: Grabs readers’ attention with headlines,
      type, white space and visuals.
     INTEREST: Make the copy interesting and benefit-
      oriented.
     DESIRE: Make sure the copy answers readers’ most
      basic question: “What’s in it for me?” People read ad
      copy to find out how your product or service benefits
      them.
     ACTION: Urge your readers to act now – and make them
      do so.
EXAMPLE OF EFFECTIVE PRINT AD
EXAMPLE OF EFFECTIVE PRINT AD
EXAMPLE OF EFFECTIVE PRINT AD
EXAMPLE OF INEFFECTIVE PRINT AD
HOW TO FIND VALUE IN ADVERTISING

   Return On Investment (ROI)
 ROI=(Gain from Investment – Cost of Investment)
                 Cost of Investment
Example:
     ($20,000 profit - $2,000 advertising/year)
                 $2,000 advertising


ROI = 9 times
VALUES IN ADVERTISING

 Take 5 advertising solutions
 Travelhost, Accent Maps, KKTV, Echo Pages,
  Independent, Gazette, Citadel Broadcasting
  Radio, Westside Pioneer, Connect Colorado, 4
  Military newspapers (Mountaineer, etc.)
GROUPING VALUES

 Total for all FIVE Advertising solutions is
  $40,000/year
 Divide by 12 months = $3,333.33

 Divide by 20 Businesses/Merchants in OCC =
  $166.66 per month
BRANDING & VALUE SOLUTIONS

 Both can be achieved through targeted
  advertising for $166.66 per month for an entire
  year.
 Branded as a business in Old Colorado City.

 Build name recognition with the other 19
  participating businesses.
VALUE THROUGH BRANDING

 Value and Branding through collaborative
  efforts rather than advertising on your own.
 Save money

 Save time

 Gain market share in this economy

 Must work together as a unit rather than one
EXAMPLE OF GROUPING PAGE
THE NEXT STEP

 What has worked for you?
 Why did it work?

 What is your demographic?

 What is your advertising/marketing budget for
  2009? How do you figure out a budget for
  marketing/advertising?
     Advertising-to-Sales   Ratios
THE NEXT STEP

 Budgeting Your Advertising
 Common Mistakes:
     1.Habit – What you have always done in the past
     2.Looking in the cash register to see how much you
      can afford today
THE NEXT STEP

   Why a Formal Budget?
     Firm  control of your advertising investment
     In-store selling tie-ins to build extra sales

     Elimination of poorly times promotions

     Better response rates on individual ads

     Full use of cooperative ad allowances

     Time saved in ad handling
THE NEXT STEP

   How Much to Spend on Advertising and Promotion.
     Know and understand your competition.
     Analyze your performance.

     Note the number of selling days (last year to this year).

     Watch out for hot-selling items.

     Seek out all vendor co-op opportunities.

     Establish a clear traffic pattern that leads shoppers
      past a variety of merchandise and makes it easy for
      them to move through the store.
THE NEXT STEP
   Rule of Thumb
       If 10 % of your sales are made in a given month, you should
        budget 10 percent of your advertising in that month. In the
        example below, a typical jewelry store does 23.8 % of its
        sales in December. Therefore, it should allow $3,265 for
        December advertising.
        Example
        --------------------------------------------------------------------------------
         $13,720            Annual advertising budget
         X 0.238            10% of December sales
         _______
         $3,265             For December advertising budget
THE NEXT STEP
THE END…A NEW BEGINNING

 Thank you for participating in the Marketing
  101 Workshop.
 Now go out there and market your business
  with new enthusiasm.

Contenu connexe

Tendances

The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)
The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)
The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)Darren Ebona
 
You Never Wanted To Be a Salesperson. But Here You Are!
You Never Wanted To Be a Salesperson. But Here You Are! You Never Wanted To Be a Salesperson. But Here You Are!
You Never Wanted To Be a Salesperson. But Here You Are! jennypoore
 
Selling for people who don’t like selling
Selling for people who don’t like sellingSelling for people who don’t like selling
Selling for people who don’t like sellingMarketing Impressions
 
52 sales lessons from zig ziglar by shekhar kumar
52 sales lessons from zig ziglar by shekhar kumar52 sales lessons from zig ziglar by shekhar kumar
52 sales lessons from zig ziglar by shekhar kumarshekhar kumar
 
Follow Up Like a Master
Follow Up Like a MasterFollow Up Like a Master
Follow Up Like a MasterShawn Bearman
 
No more BORING marketing!
No more BORING marketing!No more BORING marketing!
No more BORING marketing!WAKSTER Limited
 
34 Retailers Psychological Tricks
34 Retailers Psychological Tricks34 Retailers Psychological Tricks
34 Retailers Psychological TricksJérémie Lorrain
 
A Guide To Copywriting.pdf
A Guide To Copywriting.pdfA Guide To Copywriting.pdf
A Guide To Copywriting.pdfclare2373
 
Sales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of SellingSales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of Sellingnevercoldcallagain
 
Marketing (with class)
Marketing (with class)Marketing (with class)
Marketing (with class)Design Kompany
 
Am I an entrepreneur
 Am I an entrepreneur Am I an entrepreneur
Am I an entrepreneurJean Caton
 
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....Edwin J. Goitia
 
Top 10 business development quotes
Top 10 business development quotesTop 10 business development quotes
Top 10 business development quotesmattdyson89
 
What I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipWhat I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipJérémie Lorrain
 

Tendances (20)

The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)
The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)
The Big List of 15 MLM Prospecting Techniques You Should Know (PDF Version 1.0)
 
You Never Wanted To Be a Salesperson. But Here You Are!
You Never Wanted To Be a Salesperson. But Here You Are! You Never Wanted To Be a Salesperson. But Here You Are!
You Never Wanted To Be a Salesperson. But Here You Are!
 
Selling for people who don’t like selling
Selling for people who don’t like sellingSelling for people who don’t like selling
Selling for people who don’t like selling
 
52 sales lessons from zig ziglar by shekhar kumar
52 sales lessons from zig ziglar by shekhar kumar52 sales lessons from zig ziglar by shekhar kumar
52 sales lessons from zig ziglar by shekhar kumar
 
EIA2019HK - Team Formation - Ross Kingsland
EIA2019HK - Team Formation - Ross KingslandEIA2019HK - Team Formation - Ross Kingsland
EIA2019HK - Team Formation - Ross Kingsland
 
Follow Up Like a Master
Follow Up Like a MasterFollow Up Like a Master
Follow Up Like a Master
 
No more BORING marketing!
No more BORING marketing!No more BORING marketing!
No more BORING marketing!
 
34 Retailers Psychological Tricks
34 Retailers Psychological Tricks34 Retailers Psychological Tricks
34 Retailers Psychological Tricks
 
A Guide To Copywriting.pdf
A Guide To Copywriting.pdfA Guide To Copywriting.pdf
A Guide To Copywriting.pdf
 
Emotional Marketing
Emotional MarketingEmotional Marketing
Emotional Marketing
 
Art of selling
Art of sellingArt of selling
Art of selling
 
Sales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of SellingSales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of Selling
 
Marketing (with class)
Marketing (with class)Marketing (with class)
Marketing (with class)
 
Am I an entrepreneur
 Am I an entrepreneur Am I an entrepreneur
Am I an entrepreneur
 
24 Way to Grow your MLM Bussines
24 Way to Grow your MLM  Bussines24 Way to Grow your MLM  Bussines
24 Way to Grow your MLM Bussines
 
Commercial Presentation Basics
Commercial Presentation BasicsCommercial Presentation Basics
Commercial Presentation Basics
 
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....
Top 10 Reasons You Should Consider Promotional Marketing As Your Next Career....
 
Top 10 business development quotes
Top 10 business development quotesTop 10 business development quotes
Top 10 business development quotes
 
the Best MLM Network Marketing Academy…. Network Marketing Training program
the Best MLM Network Marketing Academy…. Network Marketing Training program the Best MLM Network Marketing Academy…. Network Marketing Training program
the Best MLM Network Marketing Academy…. Network Marketing Training program
 
What I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipWhat I've Learned from Entrepreneurship
What I've Learned from Entrepreneurship
 

En vedette

A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...
A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...
A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...cdcummings
 
Софіт №8(12)
Софіт №8(12)Софіт №8(12)
Софіт №8(12)Sofit Lux
 
Share The Music - Introduction
Share The Music - IntroductionShare The Music - Introduction
Share The Music - IntroductionShareTheMusic
 
Софіт-Експрес №1
Софіт-Експрес №1Софіт-Експрес №1
Софіт-Експрес №1Sofit Lux
 
Wam Paper Gen X Women In High Tech2 12 06[1]
Wam Paper Gen X Women In High Tech2 12 06[1]Wam Paper Gen X Women In High Tech2 12 06[1]
Wam Paper Gen X Women In High Tech2 12 06[1]yvonnevick
 
Vision for All
Vision for AllVision for All
Vision for Allfridlizius
 
Syndicate Design+Works
Syndicate Design+WorksSyndicate Design+Works
Syndicate Design+Worksjosh whitney
 
PK-12 Teacher Use of Web 2.0 Tools
PK-12 Teacher Use of Web 2.0 ToolsPK-12 Teacher Use of Web 2.0 Tools
PK-12 Teacher Use of Web 2.0 Toolscdcummings
 
Standards @ Peixe Urbano
Standards @ Peixe UrbanoStandards @ Peixe Urbano
Standards @ Peixe UrbanoFlávio Silva
 
Resimlerle Yakaköy
Resimlerle YakaköyResimlerle Yakaköy
Resimlerle Yakaköyguest2f5c42e
 
The Artistic Road To The Poster Slide Show
The Artistic Road To The Poster Slide ShowThe Artistic Road To The Poster Slide Show
The Artistic Road To The Poster Slide ShowAkua Ofosuhene
 
Essentie Van Leiderschap
Essentie Van LeiderschapEssentie Van Leiderschap
Essentie Van LeiderschapRonvanschaik
 

En vedette (20)

A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...
A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...
A STUDY OF TECHNOLOGY LEADERSHIP AMONG ELEMENTARY PRINCIPALS IN A SUBURBAN TE...
 
DeLux 2011
DeLux 2011DeLux 2011
DeLux 2011
 
Софіт №8(12)
Софіт №8(12)Софіт №8(12)
Софіт №8(12)
 
Share The Music - Introduction
Share The Music - IntroductionShare The Music - Introduction
Share The Music - Introduction
 
Mikkeli210312 sosiaalinenmediatyöpaja
Mikkeli210312 sosiaalinenmediatyöpajaMikkeli210312 sosiaalinenmediatyöpaja
Mikkeli210312 sosiaalinenmediatyöpaja
 
Fiestas Patrias
Fiestas PatriasFiestas Patrias
Fiestas Patrias
 
Софіт-Експрес №1
Софіт-Експрес №1Софіт-Експрес №1
Софіт-Експрес №1
 
Jeopardy
JeopardyJeopardy
Jeopardy
 
Wam Paper Gen X Women In High Tech2 12 06[1]
Wam Paper Gen X Women In High Tech2 12 06[1]Wam Paper Gen X Women In High Tech2 12 06[1]
Wam Paper Gen X Women In High Tech2 12 06[1]
 
Vision for All
Vision for AllVision for All
Vision for All
 
Syndicate Design+Works
Syndicate Design+WorksSyndicate Design+Works
Syndicate Design+Works
 
Verkko ja nuorisokulttuurit, nuorten mediakulttuurit -lyhyt oppimäärä :)
Verkko ja nuorisokulttuurit, nuorten mediakulttuurit -lyhyt oppimäärä :)Verkko ja nuorisokulttuurit, nuorten mediakulttuurit -lyhyt oppimäärä :)
Verkko ja nuorisokulttuurit, nuorten mediakulttuurit -lyhyt oppimäärä :)
 
Portfolio Work
Portfolio WorkPortfolio Work
Portfolio Work
 
PK-12 Teacher Use of Web 2.0 Tools
PK-12 Teacher Use of Web 2.0 ToolsPK-12 Teacher Use of Web 2.0 Tools
PK-12 Teacher Use of Web 2.0 Tools
 
Secondary Methods #2
Secondary Methods #2Secondary Methods #2
Secondary Methods #2
 
Kokemuksia verkkonuorisotyön ja mediakasvatuksen opetuksesta reaaliaikainen v...
Kokemuksia verkkonuorisotyön ja mediakasvatuksen opetuksesta reaaliaikainen v...Kokemuksia verkkonuorisotyön ja mediakasvatuksen opetuksesta reaaliaikainen v...
Kokemuksia verkkonuorisotyön ja mediakasvatuksen opetuksesta reaaliaikainen v...
 
Standards @ Peixe Urbano
Standards @ Peixe UrbanoStandards @ Peixe Urbano
Standards @ Peixe Urbano
 
Resimlerle Yakaköy
Resimlerle YakaköyResimlerle Yakaköy
Resimlerle Yakaköy
 
The Artistic Road To The Poster Slide Show
The Artistic Road To The Poster Slide ShowThe Artistic Road To The Poster Slide Show
The Artistic Road To The Poster Slide Show
 
Essentie Van Leiderschap
Essentie Van LeiderschapEssentie Van Leiderschap
Essentie Van Leiderschap
 

Similaire à Marketing 101 Powerpoint 2009

Marketing 101 Powerpoint North Denver Lds Group
Marketing 101 Powerpoint   North Denver Lds GroupMarketing 101 Powerpoint   North Denver Lds Group
Marketing 101 Powerpoint North Denver Lds Groupseikotran
 
Marketing 101 Powerpoint Colorado Springs Ewi
Marketing 101 Powerpoint   Colorado Springs EwiMarketing 101 Powerpoint   Colorado Springs Ewi
Marketing 101 Powerpoint Colorado Springs Ewiseikotran
 
32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of StyleRich Brooks
 
The why and how of building a strong brand slideshare
The why and how of building  a strong brand slideshareThe why and how of building  a strong brand slideshare
The why and how of building a strong brand slideshareTony Morrison
 
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...John Di Lemme
 
10 Steps to Building your Brand
10 Steps to Building your Brand10 Steps to Building your Brand
10 Steps to Building your BrandSnap Ireland
 
how to choose your customers
how to choose your customershow to choose your customers
how to choose your customersShiva Shakthi
 
Branding Promoting 2011
Branding Promoting 2011Branding Promoting 2011
Branding Promoting 2011Rick Gosser
 
Branding Promoting2011
Branding Promoting2011Branding Promoting2011
Branding Promoting2011rickgcs
 
Brand Positioning and Content Strategy Worksheet
Brand Positioning and Content Strategy WorksheetBrand Positioning and Content Strategy Worksheet
Brand Positioning and Content Strategy WorksheetThe Selling Agency
 
9 principles of_branding by www.jobbazzar.com
9 principles of_branding   by   www.jobbazzar.com9 principles of_branding   by   www.jobbazzar.com
9 principles of_branding by www.jobbazzar.comwww.Jobbazzar.com
 
What is brand when do you have one
What is brand when do you have oneWhat is brand when do you have one
What is brand when do you have oneDyan Sutton
 
9 principles of_brandingdxdd
9 principles of_brandingdxdd9 principles of_brandingdxdd
9 principles of_brandingdxddzishu1234
 
Stephan Partners Brand Promise 2012
Stephan Partners Brand Promise 2012Stephan Partners Brand Promise 2012
Stephan Partners Brand Promise 2012George Stephan
 
Attention Getting Ads
Attention Getting AdsAttention Getting Ads
Attention Getting AdsAmy226Halpern
 

Similaire à Marketing 101 Powerpoint 2009 (20)

Marketing 101 Powerpoint North Denver Lds Group
Marketing 101 Powerpoint   North Denver Lds GroupMarketing 101 Powerpoint   North Denver Lds Group
Marketing 101 Powerpoint North Denver Lds Group
 
Marketing 101 Powerpoint Colorado Springs Ewi
Marketing 101 Powerpoint   Colorado Springs EwiMarketing 101 Powerpoint   Colorado Springs Ewi
Marketing 101 Powerpoint Colorado Springs Ewi
 
32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style
 
Advertising
AdvertisingAdvertising
Advertising
 
Lecture 8.pdf
Lecture 8.pdfLecture 8.pdf
Lecture 8.pdf
 
The why and how of building a strong brand slideshare
The why and how of building  a strong brand slideshareThe why and how of building  a strong brand slideshare
The why and how of building a strong brand slideshare
 
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...
*5* Proven and Time-Tested Customer Service Strategies to Absolutely Explode ...
 
10 Steps to Building your Brand
10 Steps to Building your Brand10 Steps to Building your Brand
10 Steps to Building your Brand
 
how to choose your customers
how to choose your customershow to choose your customers
how to choose your customers
 
Branding Promoting 2011
Branding Promoting 2011Branding Promoting 2011
Branding Promoting 2011
 
Branding Promoting2011
Branding Promoting2011Branding Promoting2011
Branding Promoting2011
 
Brand Positioning and Content Strategy Worksheet
Brand Positioning and Content Strategy WorksheetBrand Positioning and Content Strategy Worksheet
Brand Positioning and Content Strategy Worksheet
 
9 principles of_branding by www.jobbazzar.com
9 principles of_branding   by   www.jobbazzar.com9 principles of_branding   by   www.jobbazzar.com
9 principles of_branding by www.jobbazzar.com
 
What is brand when do you have one
What is brand when do you have oneWhat is brand when do you have one
What is brand when do you have one
 
9 principles of_brandingdxdd
9 principles of_brandingdxdd9 principles of_brandingdxdd
9 principles of_brandingdxdd
 
Building Your Brand
Building Your BrandBuilding Your Brand
Building Your Brand
 
Stephan Partners Brand Promise 2012
Stephan Partners Brand Promise 2012Stephan Partners Brand Promise 2012
Stephan Partners Brand Promise 2012
 
ARE YOU A BRAND?
ARE YOU A BRAND?ARE YOU A BRAND?
ARE YOU A BRAND?
 
Copywriting part 3
Copywriting   part 3Copywriting   part 3
Copywriting part 3
 
Attention Getting Ads
Attention Getting AdsAttention Getting Ads
Attention Getting Ads
 

Marketing 101 Powerpoint 2009

  • 1. Old Colorado City Merchants & Businesses January 22, 2009 6:00 - 8:00 pm 3216 West Colorado Avenue Colorado Springs, CO 80904 (719) 226-2265
  • 2. Old Colorado City Merchants & Businesses January 22, 2009
  • 3. PURPOSE  Define MARKETING  How to effectively MARKET your business  How to BRAND your business  How to find VALUE in advertising  The next step
  • 4. WHAT IS MARKETING  The process of organizing and directing all the company activities which relate to determining the market demand and converting the customers buying power into an effective demand for a service and bringing that service to the customer.  The practice of encouraging consumers to buy products.
  • 22. HOW TO EFFECTIVELY MARKET YOUR BUSINESS  There are 9 tips to effectively market your business
  • 23. MARKETING TIP #1  Look for some low-cost ways you can enhance the perceived value of your product or service. Then test raising your price.  Don't be surprised if both your sales and your profit margin go up.
  • 24. MARKETING TIP #2  Try to limit your customer's decision making to either "Yes. I'll buy." or "No. I won't buy".  Don't risk losing them by including "which one" decisions.  The more options you offer, the more likely some customers will procrastinate and never make the decision ...causing you to lose a sale needlessly.
  • 25. MARKETING TIP #3  You can demonstrate a low cost for your product or service by breaking down the price to its lowest time increment.  For example, "Enjoy all of this for less than .90 cents a day" (for something priced at $325 a year).
  • 26. MARKETING TIP #4  Add an unexpected bonus to every sales transaction just before completing the sale.  It prevents customers from developing any last minute hesitation ..and changing their minds about buying.
  • 27. MARKETING TIP #5  Print your best small ad on a postcard and mail it to prospects in your targeted market.  Postcards are inexpensive and easy to use.  Most recipients who ignore other types of advertising will read a brief ad when it's delivered to them on a postcard.  It makes the consumer touch your ad directly out of the mailbox.
  • 28. MARKETING TIP #6  Prospects who ask questions are usually close to buying. Take advantage of this. Don't just answer their question. Include a reason for them to buy as part of your answer. Then ask for the sale ...or tell them exactly what to do to place their order.
  • 29. MARKETING TIP #7  Collect testimonials from your customers and use them in all your advertising.  Testimonials provide evidence that your product or service delivers the results you promise.  For maximum impact, use only testimonials that describe specific results the customer enjoyed.
  • 30. MARKETING TIP #8  Include "benefit rich" headlines on all your web pages.  Many visitors arrive at a web page then immediately click away ...unless something instantly catches their attention.
  • 31. MARKETING TIP #9  Continually test and evaluate everything you use or do to promote your business.  Allocate 80 percent of your advertising budget to proven promotions.  Use the other 20 percent for testing new variations.  Most businesses using this system continue growing - even in highly competitive markets.
  • 32. BONUS TIP  Handle customer complaints quickly and with a positive attitude.  Strive to preserve your relationship with them instead of your immediate profit from the transaction.  They will reward you with repeat sales and referrals ..instead of punishing you by telling everybody they know about their unhappy experience and causing you to lose future customers.
  • 33. HOW TO BRAND YOUR BUSINESS  Your business has an image.  It doesn’t matter if you spent thousands of dollars on a logo and marketing materials or took ten minutes to slap a piece of clipart on a business card, your business still has an image.
  • 34. HOW TO BRAND YOUR BUSINESS  A business’ image consists of logo, slogan (tag line), color, fonts, etc.  It’s also part of how you brand your business.  Image and brand building is important so that people think about your business when they need your products or services.
  • 35. HOW TO BRAND YOUR BUSINESS  Put your logo to work.  Probably the most memorable part of your image is your logo.  Your logo represents your business and it helps sell your business.  It turns the name of your company into a visual, tells what you sell, and reinforces your company name and product.
  • 36. HOW TO BRAND YOUR BUSINESS
  • 37. HOW TO BRAND YOUR BUSINESS  Why should you care about building your brand?  What is a brand anyway?  Why can Starbucks get more money for a cup of coffee rather than the local mini-mart?
  • 38. HOW TO BRAND YOUR BUSINESS  There is inherent value in “brand equity.”  Simply put, brand equity is the set of assets (or liabilities) associated with brands that contribute to the value consumers place on the brand experience.  In other words, a well-established brand makes your product or service worth more. It’s that simple!
  • 39. HOW TO BRAND YOUR BUSINESS  Branding is not something that happens overnight.  Brands are created over time.  When Betsy Ross brought Ben Franklin her first flag design, Ben remarked, “I don’t know, Betsy, all those stars and all those stripes just don’t say America to me.”  Branding takes time.
  • 40. HOW TO BRAND YOUR BUSINESS  A brand is an image that exists in consumers’ minds.  Consumers come to believe in a product’s quality, reliability, results and status because they see repeated assurances that the product delivers those attributes.  When consumers are motivated by a product’s brand attributes, they choose that product over similar ones in the marketplace.  Why buy NIKE as opposed to just sneakers? A BMW rather than a Suzuki?
  • 41. HOW TO BRAND YOUR BUSINESS  Everything you do contributes to your brand.  Before you can build your brand, you need to understand what your brand’s attributes are and what your brand’s positioning should be.  How does your brand stack up against the competition?  What are your brand’s strengths and weaknesses?
  • 42. HOW TO BRAND YOUR BUSINESS  Know your competition.  You will never know whether your marketing initiatives are successfully building your brand unless you have measured your competitive position.  How does your target market feel about your brand?  How does your brand, without advertising, measure up against your competition?
  • 44. DEALING WITH REJECTION (PT. 1)  “I tried advertising and it didn’t work.” “Yeah, I know,” whispered the little voice inside me, “I see it not work every day.” But if that advertiser’s message is weak, you’ll soon be hearing, “I bought what you said and it didn’t work.” I had been groping blindly in a pitch-dark room when I flicked the light switch on the wall. Suddenly everything was clear: Message and copy are two different things.
  • 45. DEALING WITH REJECTION (PT. 2)  "The fish trap exists because of the fish. Once you've gotten the fish you can forget the trap. The rabbit snare exists because of the rabbit. Once you've gotten the rabbit, you can forget the snare. Words exist because of meaning. Once you've gotten the meaning, you can forget the words." – Chuang-tzu, 350 BC If Chuang-tzu had been in advertising, he would have said, “Copy exists because of message. Once you’ve gotten the message, you can forget the copy.”
  • 46. DEALING WITH REJECTION (PT. 3)  1. No one ever plans to have a traffic accident. 2. You don’t really have to get 3 estimates from 3 different body shops. 3. You don’t even have to pay your $250 or $500 deductible. 4. Your insurance company will happily pay whatever their adjustor says is the right amount. 5. When you’ve been involved in a traffic accident, call me. 6. I’ll send out a wrecker to pick up you and your car. 7. I’ll give you a free loaner car to drive while I’m repairing your car. 8. I’ll notify your insurance company and meet with the adjustor. 9. I’ll fix your car for whatever amount the insurance adjustor agrees to pay. 10. You don’t even have to pay your deductible. 11. And since we’ve already got the paint in the gun, we’ll fix those little door dings and scratches on the other side of the car that were there before the accident. No extra charge. 12. You’ll get back a car that’s better than it was before the accident.
  • 47. DEALING WITH REJECTION (PT. 4)  1. They need to stay on the air long enough for people to hear them and remember their message. That’s when they’ll begin to see results.  2. Then they have to wait for the listener to need them.  3. The longer they stay on the air, the deeper the message goes into memory and the better it works.
  • 48. DEALING WITH REJECTION (PT. 5)  1. The advertiser with a weak message, often repeated, will prevail over a competitor with an equally weak message less often heard. When weak vs. weak, frequency is a tiebreaker.  2. The advertiser with a weak message wrapped in cleverness and humor will prevail over a competitor with an equally weak message wrapped in a brown paper bag.  3. The advertiser with a weak message and a big ad budget will prevail over a competitor with a strong message that never gets heard.
  • 49. 3 KEYS TO A SUCCESSFUL PRINT AD 1. Write for the EYE, focus on VISUAL 2. Write for the BUSY EYE 3. Keep your TARGET MARKET in mind
  • 50. KEY #1 TO A SUCCESSFUL PRINT AD  Print ads are VISUAL  A catchy headline  Art, Photos, Illustrations, Clip Art, Shapes, etc.  Design in an interesting, intriguing, attention getting manner  Use WHITE SPACE effectively  Use no more that THREE typefaces  Draws the reader’s eye to your LOGO  Use COLOR to grab the reader’s attention
  • 51. KEY #2 TO A SUCCESSFUL PRINT AD  Write for the BUSY EYE  Capture the attention of potential customers  Encourage them to remember what you want them to do  Persuade them to actually do it  Print ads should have ONE message and ONE message only  CALL OF ACTION
  • 52. KEY #3 TO A SUCCESSFUL PRINT AD  Keep your TARGET MARKET in mind  Ad message should focus on your CUSTOMERS’ NEEDS not YOUR OWN  Sales are effective because it is saving customers money  Contests, free gifts, free food – think OUTSIDE THE BOX  Study other people’s ads
  • 53. EFFECTIVE ADS  AIDA: The Classic Formula for Effective Ads  ATTENTION: Grabs readers’ attention with headlines, type, white space and visuals.  INTEREST: Make the copy interesting and benefit- oriented.  DESIRE: Make sure the copy answers readers’ most basic question: “What’s in it for me?” People read ad copy to find out how your product or service benefits them.  ACTION: Urge your readers to act now – and make them do so.
  • 58. HOW TO FIND VALUE IN ADVERTISING  Return On Investment (ROI)  ROI=(Gain from Investment – Cost of Investment) Cost of Investment Example: ($20,000 profit - $2,000 advertising/year) $2,000 advertising ROI = 9 times
  • 59. VALUES IN ADVERTISING  Take 5 advertising solutions  Travelhost, Accent Maps, KKTV, Echo Pages, Independent, Gazette, Citadel Broadcasting Radio, Westside Pioneer, Connect Colorado, 4 Military newspapers (Mountaineer, etc.)
  • 60. GROUPING VALUES  Total for all FIVE Advertising solutions is $40,000/year  Divide by 12 months = $3,333.33  Divide by 20 Businesses/Merchants in OCC = $166.66 per month
  • 61. BRANDING & VALUE SOLUTIONS  Both can be achieved through targeted advertising for $166.66 per month for an entire year.  Branded as a business in Old Colorado City.  Build name recognition with the other 19 participating businesses.
  • 62. VALUE THROUGH BRANDING  Value and Branding through collaborative efforts rather than advertising on your own.  Save money  Save time  Gain market share in this economy  Must work together as a unit rather than one
  • 64. THE NEXT STEP  What has worked for you?  Why did it work?  What is your demographic?  What is your advertising/marketing budget for 2009? How do you figure out a budget for marketing/advertising?  Advertising-to-Sales Ratios
  • 65. THE NEXT STEP  Budgeting Your Advertising  Common Mistakes:  1.Habit – What you have always done in the past  2.Looking in the cash register to see how much you can afford today
  • 66. THE NEXT STEP  Why a Formal Budget?  Firm control of your advertising investment  In-store selling tie-ins to build extra sales  Elimination of poorly times promotions  Better response rates on individual ads  Full use of cooperative ad allowances  Time saved in ad handling
  • 67. THE NEXT STEP  How Much to Spend on Advertising and Promotion.  Know and understand your competition.  Analyze your performance.  Note the number of selling days (last year to this year).  Watch out for hot-selling items.  Seek out all vendor co-op opportunities.  Establish a clear traffic pattern that leads shoppers past a variety of merchandise and makes it easy for them to move through the store.
  • 68. THE NEXT STEP  Rule of Thumb  If 10 % of your sales are made in a given month, you should budget 10 percent of your advertising in that month. In the example below, a typical jewelry store does 23.8 % of its sales in December. Therefore, it should allow $3,265 for December advertising. Example -------------------------------------------------------------------------------- $13,720 Annual advertising budget X 0.238 10% of December sales _______ $3,265 For December advertising budget
  • 70. THE END…A NEW BEGINNING  Thank you for participating in the Marketing 101 Workshop.  Now go out there and market your business with new enthusiasm.