beyond phone book
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Welcome
Thinking Beyond the Phone Book
Sales & Marketing
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Ralph Trimmer c.1962
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Advertising – What is it?
Advertising is the
_______________
to the party.
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Marketing – What is it?
Marketing is all the
______________
that goes into the Party!
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Your Marketing Plan
• What business are you in?• How are you different from your competitors?• How will you know when you achieve
success?• What are the principles by which you operate?• How often do you review and revise your plan?• How do you maximize sales success?• How do you use the media to achieve and
shape your success?
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Your Customers…
People do not respond to advertising
They respond to …
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The Variables..
Reach
Frequency
Message
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Your Investment
People who successfully grow their businesses through advertising consider advertising to be an
INVESTMENT
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Thank you!!
859-533-3964