essential marketing overview for entrepreneurs and small business

1. Galax Entrepreneur Express October 29, 2009 MARKETING & ADVERTISINGFor The Entrepreneur Steve Willinger Marketing Strategies

2. About Me . . . Steve WillingerMarketing Architect • Bristol SCORE Chairman • Member of the VDBA Entrepreneur Express • Bristol Industrial Development Board • Sullivan County Networks • Crisis Center Board Member • United Way Board Member •Paramount Center Board Member • Lebanon Regional Preparedness Action Committee • Vice-President Bristol Host Lions Club

3. Today's Agenda • Marketing Today • Social Networking? • Planning for success • Advertising and promotion for the small business • Developing a marketing budget • Sharpening the Focus

4. A Few Facts • Advertising is struggling • Expectations are increasing • Competition is everywhere • Time is a scarcity • Technology has become an integral component

5. Marketing is. . . “Everything you do to place your product or service in the hands of potential customers.” • Creating a customer • Keeping a customer

6. Social Networking?

7. Marketing Plans • Anticipate future events • Define a direction • Create a blueprint

8. Marketing Plans “A written plan turns your marketing into a planned investment rather than a hopeful risk”

9. A Good Plan… • Easy to understand • Clearly links objectives to strategies • Specific and measurable • Flexible • Provides for checkpoints

10. The Marketing Plan

11. The Marketing Plan • Reality Check * Current economy * Understanding success factors * Challenges your company faces • Customer Analysis * Demographics, purchasing behaviors • Competitive Analysis * SWOT analysis, competitive changes, challenges

13. Measurable

14. Accurate

15. Realistic

17. 7 Step Marketing Plan 1. State the purpose of your marketing. 2. Define your target audience. 3. State customer benefits to emphasize. 4. List marketing objectives & strategies 5. Describe your market 6. Establish your budget. 7. Prepare an Action Calendar.

18. ADVERTISING is . . . The most convenient method of communicating to your target audience the benefit of purchasing your product or service.

19. Hard Fact to Accept:Most people ignore advertising. The key is to ensure that they take notice of yours! HOW?

20. Make sure your company is recognizable People like what they know. Regular advertising builds awareness.

21. The “offer” is attractive Your advertising puts your company at the forefront of people’s minds. It either stimulates a purchase or helps to ensure that people know where to go when they do decide to purchase.

22. Branding Customers will notice and remember you

23. QUESTIONS ASKED . . . • What is it going to cost? • What methods would benefit my business the most? • Meet with a professional

24. “I Can’t Afford To Advertise.”WHAT??? That’s like the Farmer saying, “I can’t afford to buy seed.” Marketing & Advertising is your business!

25. Questions? Steve Willinger Marketing Strategies 423-797-0355 smwillinger@gmail.com www.stevewillinger.com www.facebook.com/stevewillinger