1. Spring Cleaning Your Marketing Strategy
Welcome - we’ll Steve Morse
start soon Executive Director, Marketing Solutions
Deluxe Corporation
February 23, 2012

2. Agenda
 Small Business Challenges
 Marketing Strategy
 Marketing Tactics
 Bringing it together in a Plan
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 2

3. Small Business Challenges
 Getting New Customers
 Growing Existing Customers
 Use of Limited Resources What’s working?
What’s not?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 3

4. Maze of Marketing Choices
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 4

5. Getting Started
One Step at a Time
Strategy  Plan
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 5

6. My Business Goals
• Qualitative
– Why did I start this business?
– Be the best in my…
• Town? State? Country? World? Galaxy?
– Retire at 40? 50? 60?
– Sustainable business for my children?
– Enjoy what I do each day?
– Spend more time with family & friends?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 6

7. My Business Goals
• Quantitative
– Make More Money ?
– Revenue Growth % ?
– Number of New Customers ?
– Average Relationship Size ($) ?
– Improving Repeat Business ?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 7

8. Marketing Strategy: The Basics
 What problem am I solving for customers?
 How am I different than my competition?
 Who is my target audience?
 How will I reach them?
 How do I improve “Word of Mouth” referrals?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 8

9. Marketing Strategy
Small Business Example: California Photographer
Item My Business
Problem I’m Solving Saving Precious Memories, Professionally
Uniqueness 1) Pictures with Personality
2) Award Winning Athletic photos
Target Audience Families with Children in My Geographic Territory: Separate
product offerings for infants, children active in sports, high
school senior portraits.
How I will reach them Direct Mail, Monthly Email Newsletter, Athletic Events, Charity
Work, Social Networking
Improving Word-of- 1) Social Media: a) Enhanced Facebook Presence &
Mouth Engagement to triple “likes”, b) Blogging on Photography
Advice for Parents, c) Parents & Teenagers using photos on
their Social sites
2) Referral Program with Discounts
3) Promotional & Professional Shirts for Employees to Wear at
Athletic Events
4) New Website & with Email subscription form
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 9

10. Marketing Tactics
What are other Small Businesses doing?
What should I be doing myself?
What should I be paying others to do?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 10

11. Small Business Tactics
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 11

12. Growth Guide: Roadmap
Get NEW Customers:
Online Advertising (PPC) &
Web-to-Print
Grow Relationships:
Social & Email Mktg
Get Found:
Listings & Search
Rankings (SEO)
Get Online:
Website &
Mobile Website
Get Started:
Brand Identity
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 12

13. Brand Identity
 How happy are you with your logo?
 What do your friends, family and
customers say about it?
 Professionally Designed Logo:
– Start at $195 with multiple concepts to
This Logo cost Steve Jobs $100,000
review and multiple iterations
– www.logomojo.com
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 13

14. Strategy Meets Tactics
Get NEW Customers:
Online Advertising (PPC) &
Web-to-Print
Grow Relationships:
Social & Email Mktg
Get Found:
Listings & Search
Rankings (SEO)
Get Online:
Website &
Mobile Website
Get Started:
Brand Identity
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 14

15. Website & Mobile Website
 Best to get website and mobile
website from same provider
 Costs:
– Start at $79/mo for
professionally designed &
maintained website
– Do-it-Yourself Tools
By 2014, Mobile Internet  Start at $9.95/mo
Usage will overtake
Desktop Internet Usage. Web Sites & Hosting:
www.aplus.net
Source: Mobile Marketing Infographic from Microsoft Tag, Stats & Facts 2011
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 15

16. Strategy Meets Tactics
Get NEW Customers:
Online Advertising (PPC) &
Web-to-Print
Grow Relationships:
Social & Email Mktg
Get Found:
Listings & Search
Rankings (SEO)
Get Online:
Website &
Mobile Website
Get Started:
Brand Identity
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 16

17. Listings & Directories
Claiming & Verifying
Getting Found in Map Results
Include Hours of Operation,
Business Categories, Pictures, Video
Costs:
– Can do each yourself manually
– Hire someone to do it for you
with experience & best practices
– www.deluxeforbusiness.com
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 17

18. Search Engine Optimization (SEO)
 Organic Search Results
– Algorithms changing
– Factors:
 Title tags on Page
 Meta tags
 Site Navigation Structure
 Compelling Content
 Links to your site (Blogs, Social,
Other Sites)
 User’s own “Social” network
connections
 Maps Results: Directory listings
(Google, Yahoo/Bing)
 Costs: Vary
 www.deluxeforbusiness.com
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 18

19. Strategy Meets Tactics
Get NEW Customers:
Online Advertising (PPC) &
Web-to-Print
Grow Relationships:
Social & Email Mktg
Get Found:
Listings & Search
Rankings (SEO)
Get Online:
Website &
Mobile Website
Get Started:
Brand Identity
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 19

20. Social: Start with a plan
 Who’s taking the lead?
 What do I want to say?
 How will I connect with my
customers?
 What value can I add to my
customers’ day?
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 20

21. Social: Take action
1. Create a Facebook business page
2. Sign up for Twitter
3. Create your business page on LinkedIn
4. Experiment with Google+
5. Start a blog (IF you can sustain it!)
6. Join PartnerUp to talk with other entrepreneurs
Social Media Marketing Costs: www.deluxesocial.com
Do-it-Yourself Tools < $20/mo
Do-it-With-Me Assistance $300/mo - $1,500/mo
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 21

22. Email Marketing
 Efficient & Effective
 Email Integrated with Social
 Collect Email Addresses  Email Marketing:
 www.easycontact.com
 Special Promotions  Costs:
– DIY
 Start at $9/mo
 Monthly Newsletter – Do-it-for-me
 Start at $250/mo
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 22

23. Strategy Meets Tactics
Get NEW Customers:
Online Advertising (PPC) &
Web-to-Print
Grow Relationships:
Social & Email Mktg
Get Found:
Listings & Search
Rankings (SEO)
Get Online:
Website &
Mobile Website
Get Started:
Brand Identity
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 23

24. Online Advertising
Pay Per Click (PPC) Advertising in Search Results
Look for solutions with Call Tracking Numbers and Recording of Call
Easy to track ROI !
Costs: Vary dramatically based on keywords, geography and competitor bids for
terms. Do-it-for-me Solutions vary from $500/mo to Several Thousand for larger
companies.
http://www.deluxeforbusiness.com/solutions/sem
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 24

25. Online Advertising
 Facebook Advertising: Targeting Your Audience
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 25

26. Targeted Direct Mail
Direct Mail Calls to Action:
-Store Visit
-Call us for More Details
-“Like Us” on Facebook for Special Offer
- Subscribe to E-newsletter
- www.psprint.com
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 26

27. Small Business Budgets
 Source: Performance Media Placement: “How Should I spend my 2011 Marketing Dollars” based on
data from eMarketer, Zoomerang and GrowBizMedai
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 27

28. YOUR Marketing Strategy & Execution
Fill in a grid with tasks per quarter, and whether you will do it yourself or
seek assistance. Include Estimated Costs & Anticipated Benefits.
Measure Results, Learn & Adjust. Remember: Your time is valuable!
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 28

29. Marketing Advisors
• Still Feeling Overwhelmed?
• Personal Marketing Assistance Available
Dedicated Marketing Advisor:
http://www.deluxeforbusiness.com/products/rev/expert-advisors
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 29

30. The end
Thank You
Thank You Thank you!
Sign up for another webinar at
www.BizLaunch.com/deluxe
Solutions from Deluxe
Online Marketing: www.deluxeforbusiness.com
Logo Assistance: www.logomojo.com
Direct Mail: www.psprint.com
Email Marketing: www.easycontact.com
Call and Ask for Help on these sites
© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 30