Finding direction:How to market your business

Presented by MERRILLCOM © 2008 All Rights Reserved

Finding direction:PLANNING

MAKE A PLAN; WRITE IT DOWN•If you fail to plan,

you can plan to fail•You have to visualize

success to succeed

Finding direction:DESCRIBE SUCCESS

• What does success look like?• What are your capabilities?

Your limitations? • Are there others that can get

involved? Make partnerships work for you Other facilities, Local government, Associations,

Chambers

How are you going to do it? Plan it out, based on the marketing information you’ve gathered.

What’s your timeline? Establish in your planning WHO’s going to do what and WHEN!

Finding direction:TIMELINES

•What are your measurable goals? How will you measureresults?What is your time line?

Finding direction:GOALS

Finding direction: FIND YOUR MARKET

You need to identify your market• Who are your prospects? • Are there enough of these prospects? • Where are they?• Do they know they need your services? • What are they looking for?• How do they want to be reached?

1) The right thing, to rightperson, in right place, at the right time2) To be heard, understood,get the desired result

Finding direction:TARGET YOUR MARKET

Finding direction:GETTING CREDIT

Public Relations is:• The art of doing “good” and

letting others “know”• Building relationships

o Writers, editors, reporters, peers, etc.

Finding direction:BRANDING

1) Perception: How others see your productor service 2) Promise:What you or your productstands for

Perception =• A set of associations, an image• An identity or expectationPromise = • To the consumer• What you stand for

Finding direction:BRANDING

What makes a strong brand?1) Clearly focused identity2) Connection with the customer (emotion)3) Consistency

Finding direction:BRANDING

Examples: In-n-Out Burger, Subway

Finding direction:BRANDING

Everyone needs to ask directions, even if it’s to reassure yourself that you are on the right path.

Finding direction – ASKING FOR DIRECTIONS

When is the right time to seek a marketing professional? When you:• Don’t have expertise• Need a new perspective• Don’t have the time