spring cleaning your marketing strategy 2012 02-22
TRANSCRIPT
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Steve Morse
Executive Director, Marketing SolutionsDeluxe Corporation
February 23, 2012
Spring Cleaning Your Marketing Strategy
Welcome - we’ll start soon
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2© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Agenda
Small Business Challenges
Marketing Strategy
Marketing Tactics
Bringing it together in a Plan
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3© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Getting New Customers
Growing Existing Customers
Use of Limited Resources
Small Business Challenges
What’s working?What’s not?
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4© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Maze of Marketing Choices
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5© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
One Step at a Time
Strategy Plan
Getting Started
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6© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
My Business Goals
• Qualitative– Why did I start this business?– Be the best in my…
• Town? State? Country? World? Galaxy?
– Retire at 40? 50? 60?– Sustainable business for my children?– Enjoy what I do each day? – Spend more time with family & friends?
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7© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
My Business Goals
• Quantitative– Make More Money ?– Revenue Growth % ?– Number of New Customers ? – Average Relationship Size ($) ? – Improving Repeat Business ?
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8© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What problem am I solving for customers?
How am I different than my competition?
Who is my target audience?
How will I reach them?
How do I improve “Word of Mouth” referrals?
Marketing Strategy: The Basics
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9© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Marketing Strategy
Item My Business
Problem I’m Solving Saving Precious Memories, Professionally
Uniqueness 1) Pictures with Personality2) Award Winning Athletic photos
Target Audience Families with Children in My Geographic Territory: Separate product offerings for infants, children active in sports, high school senior portraits.
How I will reach them Direct Mail, Monthly Email Newsletter, Athletic Events, Charity Work, Social Networking
Improving Word-of-Mouth
1) Social Media: a) Enhanced Facebook Presence & Engagement to triple “likes”, b) Blogging on Photography Advice for Parents, c) Parents & Teenagers using photos on their Social sites
2) Referral Program with Discounts3) Promotional & Professional Shirts for Employees to Wear at
Athletic Events4) New Website & with Email subscription form
Small Business Example: California Photographer
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10© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Marketing Tactics
What are other Small Businesses doing?
What should I be doing myself?
What should I be paying others to do?
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11© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Small Business Tactics
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12© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Growth Guide: Roadmap
Get Started:Brand IdentityGet Started:Brand Identity
Get Online:Website &Mobile Website
Get Online:Website &Mobile Website
Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg
Get Found:Listings & Search Rankings (SEO)
Get Found:Listings & Search Rankings (SEO)
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
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13© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
This Logo cost Steve Jobs $100,000
Brand Identity
How happy are you with your logo?
What do your friends, family and customers say about it?
Professionally Designed Logo: – Start at $195 with multiple concepts to
review and multiple iterations– www.logomojo.com
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14© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Strategy Meets Tactics
Get Started:Brand IdentityGet Started:Brand Identity
Get Online:Website &Mobile Website
Get Online:Website &Mobile Website
Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg
Get Found:Listings & Search Rankings (SEO)
Get Found:Listings & Search Rankings (SEO)
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
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15© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Website & Mobile Website
Best to get website and mobile website from same provider
Costs:– Start at $79/mo for
professionally designed & maintained website
– Do-it-Yourself Tools Start at $9.95/mo
Web Sites & Hosting:
www.aplus.net
By 2014, Mobile InternetUsage will overtakeDesktop Internet Usage.
Source: Mobile Marketing Infographic from Microsoft Tag, Stats & Facts 2011
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16© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Strategy Meets Tactics
Get Started:Brand IdentityGet Started:Brand Identity
Get Online:Website &Mobile Website
Get Online:Website &Mobile Website
Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg
Get Found:Listings & Search Rankings (SEO)
Get Found:Listings & Search Rankings (SEO)
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
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17© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Listings & Directories
Claiming & Verifying
Getting Found in Map Results
Include Hours of Operation, Business Categories, Pictures, Video
Costs:– Can do each yourself manually– Hire someone to do it for you
with experience & best practices– www.deluxeforbusiness.com
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18© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search Engine Optimization (SEO)
Organic Search Results– Algorithms changing– Factors:
Title tags on Page Meta tags Site Navigation Structure Compelling Content Links to your site (Blogs, Social,
Other Sites) User’s own “Social” network
connections Maps Results: Directory listings
(Google, Yahoo/Bing)
Costs: Vary
www.deluxeforbusiness.com
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19© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Strategy Meets Tactics
Get Started:Brand IdentityGet Started:Brand Identity
Get Online:Website &Mobile Website
Get Online:Website &Mobile Website
Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg
Get Found:Listings & Search Rankings (SEO)
Get Found:Listings & Search Rankings (SEO)
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
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20© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Who’s taking the lead?
What do I want to say?
How will I connect with my customers?
What value can I add to my customers’ day?
Social: Start with a plan
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21© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
1. Create a Facebook business page
2. Sign up for Twitter
3. Create your business page on LinkedIn
4. Experiment with Google+
5. Start a blog (IF you can sustain it!)
6. Join PartnerUp to talk with other entrepreneurs
Social Media Marketing Costs: www.deluxesocial.com
Do-it-Yourself Tools < $20/mo
Do-it-With-Me Assistance $300/mo - $1,500/mo
Social: Take action
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22© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Efficient & Effective
Email Integrated with Social
Collect Email Addresses
Special Promotions
Monthly Newsletter
Email Marketing
Email Marketing:
www.easycontact.com
Costs:– DIY
Start at $9/mo
– Do-it-for-me Start at $250/mo
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23© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Strategy Meets Tactics
Get Started:Brand IdentityGet Started:Brand Identity
Get Online:Website &Mobile Website
Get Online:Website &Mobile Website
Grow Relationships:Social & Email MktgGrow Relationships:Social & Email Mktg
Get Found:Listings & Search Rankings (SEO)
Get Found:Listings & Search Rankings (SEO)
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
Get NEW Customers:Online Advertising (PPC) &Web-to-Print
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24© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Advertising
Pay Per Click (PPC) Advertising in Search Results
Look for solutions with Call Tracking Numbers and Recording of Call
Easy to track ROI !
Costs: Vary dramatically based on keywords, geography and competitor bids for terms. Do-it-for-me Solutions vary from $500/mo to Several Thousand for larger companies.
http://www.deluxeforbusiness.com/solutions/sem
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25© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Online Advertising
Facebook Advertising: Targeting Your Audience
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26© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Targeted Direct Mail
Direct Mail Calls to Action:
-Store Visit
-Call us for More Details
-“Like Us” on Facebook for Special Offer
- Subscribe to E-newsletter
- www.psprint.com
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27© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Source: Performance Media Placement: “How Should I spend my 2011 Marketing Dollars” based on data from eMarketer, Zoomerang and GrowBizMedai
Small Business Budgets
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28© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
YOUR Marketing Strategy & Execution
Fill in a grid with tasks per quarter, and whether you will do it yourself or seek assistance. Include Estimated Costs & Anticipated Benefits.
Measure Results, Learn & Adjust. Remember: Your time is valuable!
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29© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Marketing Advisors
Dedicated Marketing Advisor:
http://www.deluxeforbusiness.com/products/rev/expert-advisors
Dedicated Marketing Advisor:
http://www.deluxeforbusiness.com/products/rev/expert-advisors
• Still Feeling Overwhelmed?
• Personal Marketing Assistance Available
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30© 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
The end
Thank YouThank You Thank you!Sign up for another webinar at
www.BizLaunch.com/deluxe
Solutions from Deluxe
Online Marketing: www.deluxeforbusiness.comLogo Assistance: www.logomojo.com
Direct Mail: www.psprint.com
Email Marketing: www.easycontact.com
Call and Ask for Help on these sites