olympic peninsula tourism summit
TRANSCRIPT
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
Small Business Marketing Tips + Takeaways
(Kinda…)
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
I’m not going to give you a couple of weak tips that probably won’t
make a noticeable difference.
I’m am probably going to annoy you a little, especially in the
beginning.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#1BE NICE.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
BE RESPECTFUL, KIND, WHATEVER YOU WANT TO CALL IT. BE A GOOD CITIZEN
It’s obvious why business owners need to be good citizens in the community. Isn’t it?
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
It’s obvious why business owners need to be good citizens in the community. Isn’t it?
If you have a bad reputation with a local, they are not going to refer you to a tourist, or partner with you in their business.
BE RESPECTFUL, KIND, WHATEVER YOU WANT TO CALL IT. BE A GOOD CITIZEN
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
YOU are your business.
BE RESPECTFUL, KIND, WHATEVER YOU WANT TO CALL IT. BE A GOOD CITIZEN
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
…SOMETIMES WE ALL MAKE MISTAKES.
…AND OFCOURSE SOMETIMES THERE’S EXCEPTIONS.
ME
Being a jerk to someone I have never met. Who might be a business owner.
Who might need marketing.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#2YOU NEED AT LEAST TWO OF THESE:
1. Great Service2. Great Product3. Great Price
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
DANNY AND TOBI’S BIG FLOP OF A BUSINESS HAD:
1. Great Service2. Great Product3. Great Price
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
IN SMALL TOWNS:1. Marketing starts with you and your product.
2. Marketing ends the thought your customer has in their mind after using your product or service.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
FOR NOW REMEMBER:1. Marketing starts with you and your product.
2. Marketing success depends on the thought your customer has in their mind after using your product or service.
PSST!This is your brand ;)
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HOWEVER TODAYwe’re supposed to talk about the actions you can take in
between [you and your customers’ thoughts].
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ANDwe’re going to start from the
ground up.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#3ASK FOR FEEDBACK.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
FEEDBACK!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
THEY WILL GIVE ITOnline and publicly.
Get ahead of the game. Ask for feedback.
Improve what you do.Engage with your customers.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:1. Ask for feedback via email.
• Have a sign-up sheet by the register.• Use automated services like ZenReach.• Follow-up with a note of thanks and ask for feedback.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:1. Ask for feedback via email.
• Have a sign-up sheet by the register.• Use automated services like ZenReach.• Follow-up with a note of thanks and ask for feedback.
2. Have a comment box or guest book. No, this isn’t the best way. The best ways are always harder.
• It’s better than nothing…
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:3. Respond to all reviews online, especially the bad ones. Yelp,
TripAdvisor, Facebook, Foursquare etc..• Google your business, find the reviews, and humbly respond and reach
out.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:3. Respond to all reviews online, especially the bad ones. Yelp,
TripAdvisor, Facebook, Foursquare etc..• Google your business, find the reviews, and humbly respond and reach
out.
4. Encourage online reviews.• For under $50 you can print a card to keep on-hand that requests
reviews from various online source.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:3. Respond to all reviews online, especially the bad ones. Yelp,
TripAdvisor, Facebook, Foursquare etc..• Google your business, find the reviews, and humbly respond and reach
out.
4. Encourage online reviews.• For under $50 you can print a card to keep on-hand that requests
reviews from various online source.
5. Ask.• I think the best and most hardest way is to humbly ask for feedback by
simply…asking for it.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:6. Be nice, and do your best to make changes where possible to negative
feedback.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#4DESIGN & COLLATERAL.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
YOU EITHER HAVE AN AMAZING REPUTATION AND
YOUR PRODUCT STANDS ON IT’S OWN, OR…
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
YOU NEEDto establish your business visually in a
way that shows you can be taken seriously.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
REMEMBERA brand is not your logo, and branding is
not something that can be put into a presentation on tips for marketing.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
EVERYsuccessful business we work with has taken care to present themselves well
visually. Some have failed at doing it well, but they all have taken the care to.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
CREATE:• Logo• Rackcards• Nice business cards• Nice signage• Auto signage• Menu of services• Door hangers• Direct mail postcards• Flyers for the chamber
newsletter• Stickers• Cool clothing for employees
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
So… You represent your business in a respectable way.
You have two of these; a great product, great pricing, great service.
You’ve asked for feedback and fine-tuned your product or service.
You have a well designed logo and marketing collateral.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
NOW YOU CAN MARKETand meet the expectations of your
customers, because you’ve done the ground work.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#5ADVERTISING.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
EVERYTHING YOUR BUSINESS DOES IS
ADVERTISING.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HIGHLY SUCCESSFULbusinesses usually advertise in
some way.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
There’s no way I can tell you where or how to advertise your business right now.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
that’s what we get paid to do
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ADVERTISING DEFINED:To describe or draw attention to
(a product, service, or event) in a public medium in order to promote
sales or attendance
It‘s not just ads!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS:1. Banners on the highway – a super cheap way (in comparison) to reach
thousands.2. Take advantage of yearly ad sales to get larger ads at better prices.3. Always ask anywhere you advertise to lower their price.4. Start a yearly scholarship giveaway5. Create a rackcard and give it to accommodations6. Facebook boosts for specific results, targeted to specific audiences7. Pinterest pins if you have an e-commerce store8. Investigate smaller publications like Port Ludlow’s Village Voice for
advertising opportunities9. Have a large giveaway and announce it in the paper10. Our market is saturated with classes right now, but they can be good
ways to get leads.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#6DIGITAL MARKETING.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
YOU EITHER NEEDtime or money.
You can absolutely use digital marketing to your advantage and it will increase, at
a minimum, visits to your website.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS
1. Create a customer newsletter2. Create an educational blog on your website that will encourage site
visits.3. Advertise on Google and Facebook4. Optimize your website for search engine placement
If you have only a little bit of money and a lot of time you can research
and learn the basics.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS
1. Work with a professional to analyze your business’s specific needs2. Create a strategy and editorial calendar3. Implement the strategy and editorial calendar across all mediums4. Manage your social media well5. Ensure your website is optimized for Google (SEO)
If you have a budget for digital marketing.
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
ACTIONS
1. Do something other than digital marketing.
If you have NO time and NO budget
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
#7DO THESE THINGS NOW
Update Your Google My Business Listing
UseThe Tools Of Your Chamber
RespondTo Negative Reviews Online
ThinkAbout What A Successful Business Looks Like, For You.
DefineYour Mission Based On Those Thoughts
AskFor Help!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESSIs what we do!
Survive winter