night 2 next level marketing
Upload: arkansas-state-university-small-business-technology-development-center
Post on 21-Jan-2015
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Night 2 Next Level series in Batesville, AR by the ASU Small Business and TechnolTRANSCRIPT
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Arkansas State University Small Business and Technology Development Center
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ALL of the contact that anyone in your company has with anyone outside your company
Marketing is NOT Advertising
Marketing IS Motivation
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Complicated
A Miracle Worker
A Stage for Humor
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Helping Customers Achieve THEIR Goals
A Process Not An Event
Process of Building Lasting Relationships
Repetition Focus on impact of the message rather than
volume. Obsessed with benefits. Understand positioning and niches markets.
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Business Advantage: Marketing Your Business 5
1. Segmenting Your Market2. Know Your other Story Tellers3. Develop Target Groups4. Information Channels5. Target Needs/Wants6. Craft a Compelling Message7. Analyze Results8. Time Management
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Be Customer Oriented NOT Self Focused
People Care About Themselves (not you)
Focus on Giving Not Taking
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Customers Make Most Purchase Decisions in their Unconscious Mind
Repetition is Critical
Right-Brained vs. Left-Brained
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Business Advantage: Marketing Your Business 8
Features – Characteristics that physically describe your product or service.
Benefits – Describes how the product or service will help the customer solve his/her problem.
**REMEMBER—It’s the benefits that will sell the product, not the features.
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Understand the REAL MOTIVATION!
TO SAVE◦ Money◦ Time◦ Effort◦ Resurces
TO INCREASE◦ Income◦ Investment◦ Future◦ Personal relationships
TO REDUCE◦ Expenses◦ Taxes◦ Liabilities◦ Trouble
TO IMPROVE◦ Productivity◦ Confidence◦ Appearance◦ Peace of mind
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Branded “Look”
Be Consistent
Your Location
On the Phone
On the Web
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Don’t Start by Focusing on the Sale Create Soft Steps to Purchase Begin by Focusing on Consent to Hear from
You◦ Offer Free Information◦ Most Will Say “No”◦ Cherish Those Who Say “Yes”
Helps Build Relationships
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Your Most Valuable Asset
Hold a Contest
Ask for Referrals
Don’t Abuse It
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What is a Call to Action?
◦ Subscribe
◦ Buy Now
◦ Go to Our Web Site
Make it Obvious
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Understand WHY Customers Should Do Business with You
Develop Your Follow Up Process◦ Start with Your Current Customers
Build a Customer Database You Can Use Look for Ways to Create Added Value Evaluate Your Attention to Detail
◦ Identify Problems and Opportunities for Improvement◦ Fix Them
Use and Refine Your Elevator Pitch Build Consent from New Prospects Identify Ways to Make Technology Work for You
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Business Advantage: Marketing Your Business 1
5
What product or service will you offer? List the features that are different or better
than your competitor’s. What are the benefits of this product?
Your benefits should be better than your competition, if not, how will you compel consumers to switch.
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Who wants/needs what you are offering? Factors to consider—age, sex, income,
race, musical taste, etc. Market is never “everyone.” Test your product/service using focus
groups, on-line surveys, etc. Turn the results into a one- or two-
sentence benefits statement.
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Geographics – ◦ Location, size of area, density,
Demographics◦ Age, gender, income, education, etc.
Psychographics◦ Lifestyle, rate of use, repetition of need, benefits
Behaviors◦ Need for fulfillment, level of knowledge,
information sources, attitude,
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BOTTOM LINE: KNOW YOUR CUSTOMERS
WHO ARE THEY? WHERE ARE THEY? WHAT DO THEY NEED? HOW DO THEY MAKE BUYING DECISIONS? WHERE DO THEY BUY? HOW DO YOU REACH THEM WITH YOUR
MESSAGE?
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Who is your competition? (List)◦ Direct Competition◦ Indirect Competition
How do Customers Choose?◦ Price or billing rates◦ Reputation or image◦ Visibility?
Are brand names important
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Describe each of your main competitors by◦ Size◦ Market Share◦ Comparative product quality◦ Their apparent target market◦ Availability of capital and resources◦ Their marketing strategy
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Strengths and Weaknesses Compared to Yours Consider:◦ Service◦ Pricing◦ Reputation◦ Management◦ Financial position ◦ Brand Awareness◦ Technology◦ Other that is important in your industry
WHAT SEEMS TO BE THEIR STRATEGY?
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Fusion Partners What are they?
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Message and Channels Social Media Revolution 2012