trends in small business marketing

Matt DavidsonLOGO Dynamics

[email protected]

(804) 241-1152www.growyourbusinesswithcc.com

Trends in Small Business Marketing: E-mail and Blogs

Results of A Failure to Keep a Car in Tune

Is It Time To Tune-up Your Business?

Who is Matt Davidson?Small Business Owner, 20 years Involved in Sales for over 27 years as salesperson and sales trainer Known the highs and lows of retail sales

What Happened to Save My Business Expanded e-mail marketing with Constant Contact Renewed Commitment to Excellence in Customer Service

Key Thought: Hope That Things Will Change is Not An Acceptable Strategy Likewise: Doing the same things time after time and not seeing results is an example of stupidity.

What is Business?Traditional Definition-Goods and Services that

Change Hands for Money

Description of the Economy, 1950-2000:

* Increasing supply of money

* Increasing ability to obtain credit

* Goods and services in limited,

sometimes short supply

* As the time passed, increased ability to communicate

* Limited Government regulation

The Economy: 2000-2011Fear of Economic Catastrophe Money is available but people in general make decisions based on

fear not opportunityGoods in great supply and distribution capability at all time highCommunication has greater range than anytime in recorded historyKey Thought—Ours is a Value Oriented Economy and people

will purchase if they see value in what we have to offer. They are motivated to buy more by another person’s recommendation than traditional media advertising.

What is the New Definition of Business?

Business is The planned creation of “WOW!” moments with every

SuspectProspectCustomerClientAdvocate

In order to secure the client’s loyalty and guarantee the continuation of a business relationship.

Suggestion: Write a Purpose Statement for Your Business Based on the Above Definition

Case Study: Shady Grove PreschoolThe magnet art I could have supplied was

this?

What I did supply was this

Where do you think the client will be buying magnets in the future?

Intrusion vs. Permission Marketing

Spam Junk MailStupid CommercialsPhone SolicitationYou name it

Opt-in NewsletterNetworking EventSocial NetworkingTargeted E-Mail

MessageSocial Events including

Charity

THE SOCIAL SPECTRUM

PARTICIPATION•Join the conversation•Engage in protecting and enhancing reputation

AWARENESS•Public reviews and customer opinion•Monitoring reputation / brand association

HOME BASE•Hang a “digital” shingle•Publish / Broadcast your message

ENGAGEMENT•Encourage and reward actions •Foster conversation•Grow customer base•Permission marketing

DIGITAL HUB•Aggregate social / web channels•Publish content across services

CUSTOM COMMUNITY•Branded experience•Own and control content and data•Co-Publishing and UGC•Run promotions•Create connection based on topic

Where does e-mail fit in?

The Media Has Changed—Have You?Paid Media Owned Media Earned MediaPay to Get A Channel Controlled The

CustomerAttention By the Brand Becomes

the Media

TV Commercial Website Like on Facebook

Newspaper Ad Blog ReTweetSponsorship Email List ForwardGroupOn Social Networking YelpDisplay Ads Twitter LinkedIn

Types of Relationships IdentifiedCustomers and Clients—promote an ongoing dialogue with

people who know, trust and like youSuspects and Prospects—people you want to know you so

they will like you and want to know more about you.Advocates—people who for one reason or another will never

buy from you but will refer you to othersPeople involved in Charities who need your expertise and

ability to help fund their effortsPeople who can be your Mentor and ones you can mentor and

share your expertise

Copyright © 2008 Constant Contact, Inc.

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Two Different Approaches-E-mail Marketing

The Key to Success—A Great Customer Experience

Key Point—There is No Marketing Cure if You Suck At least, Start to Get Your Act Together Before You

Start MarketingDelight is Not Enough

Many companies focus on avoiding DisappointmentFew focus on providing DelightGreat companies make a habit of Confounding

Customer Expectations by providing exceptional service

Not so great companies Conform to Customer Expectations

The Goal:Confound

DelightDisappoint

Conform

Conforming Disappointment—”I didn’t think you were very good and you weren’t.”Confounding Disappointment—”You missed the mark to such a degree it is simply unbelievable!”Conforming Delight—”I expected you to be remarkable and you were.”Confounding Delight—”You are so good, I just can’t imagine how you do it! You ‘wowed’ me!” Scott McKain , www.scottmckain.com

Have Things Really Changed?

How was it for previous generations?1. Owner knew you and what you needed

2. Had an emotional connection with you

3. Didn’t forget you—built a relationship

Elements of A Good Marketing Plan

Establish Your IdentityBasics like Business Cards, Signage and ApparelNext Steps—Target MarketsDevelop Marketing Copy Based on Surveyed Needs Review Where to Put Marketing Information Online

( Follow-Up to Make Sure it is Current)Plan Marketing Projects and Review the Available MediaJoin Networking Groups like the Chamber of Commerce,

Service Clubs and/or Community Oriented Groups Execute the Plan and Review at Regular Intervals

Some say, “Content is King”

While Content Needs to be RelativeTo the Audience, By Itself It is Not Complete.

Engagement Marketing

Is the Way to Build a Business in the 21st Century.

Recap and SummaryThe Definition of Business is the Planned Creation of

“Wow” moments with every Suspect, Prospect, Customer, Client, and Advocate in order to secure the client’s loyalty and guarantee continuation of their business.

Write a Purpose Statement with a client’s needs in mind.

The New Tools have changed—Goal of Marketing is to Keep Clients and Convert them into passionate converts that help you find more people like them.

A Key to Success is Permission Based MarketingYour Brand is Another Key to Success—May have more to

do with How You Do Business rather than What You Do.The Goal in Customer Service is Confounding Delight

—”You are so good, I just can’t imagine how you do it.”Develop a Marketing Plan to Achieve the Above and

Stick to It.

Resources * E-Mail Marketing

Constant Contact—www.constantcontact.com www.growyourbusinesswithcc.com Matt’s

marketing blog

* Customer Service—Scott McKain, www.scottmckain.com Sign up for his blog.

Book: “Collapse of Distinction” (see Amazon), see his YouTube videos, “Taxi Terry” is priceless. Other Books, “All Business is Show Business” and “What Customers Really Want”

* Content Marketing—Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press

Matt Davidson, LOGO Dynamics [email protected] (804) 241-1152

Next StepsReview this presentation at the following

address: http://www.slideshare.net/logomd/trends-in-small-business-

marketing

Need Help with developing a plan or a project involving promotional products? Contact me at (804) 241-1152 or [email protected]

Want to get started in e-mail marketing?

* “A Marketing Tune-Up”—A 90 minute seminar • “Best Practices in E-Mail Marketing”—a 90 minute seminar• Constant Contact—www.constantcontact.com Live and recorded webinars, blogs

and online and phone support • Consulting—Available on request.