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the average American is exposed to over

3,000
marketing messages per

day
SOURCE: Jim Shenk, Data Smog

the

State
of marketing

today

How do consumers get most of their information


about products and services?
Advertisements
Web Sites
Word of Mouth

67% of the U.S. economy is affected by

Word of Mouth
SOURCE: McKinsey & Co.

Marketing Assessment

Workbook

this is why

Your Brand is
important

what are people saying about:

You?
Your Company?
Your Products?
Your Services?

What makes you stand out?


What makes you

untouchable?

what comes to mind when you see

what comes to mind when you see

what comes to mind when you see

your brand is what


youre famous for
Word or Phrase
Category
Emotion

Strong brands share four characteristics:


1.
2.
3.
4.

Own a position in the mind


Create trust
Are focused
Based on Beliefs or Emotions

Own a Position

Create Trust

Focused

based on Beliefs or Emotions

homework assignment:
1. Find out what your customers think
of your brand
2. Find out what your partners, staff
and vendors think of your brand

fact:
Customers wont be loyal to something
that employees dont believe in.
Everyone must think and act like a brand.

fact:
your brand is a strategic issue before
it is a marketing issue
Senior management must lead
Dont delegated responsibility

once you understand the


importance of your
it is now time to

integrate it
market it
and get

results

brand

Pepsi makes advertising history in


1940 with the first advertising jingle
ever broadcast nationwide.
"Pepsi-Cola hits the spot/Twelve full
ounces that's a lot/Twice as much
for a nickel, too/Pepsi-Cola is the
drink for you."
"Nickel, Nickel" will eventually
become a hit record and will be
translated into 55 languages.

Kuwait City is pretty far from Des


Plaines, Illinois, but that didn't stop
15,000 customers from lining up
on opening day in 1994. The line
at the drive thru was seven miles
long.
Proving once again that "Good
Times, Great Taste" is
understandable in any language.

Return On Investment

R - realize what is working and what is not


O - observe successful marketing programs and
companies that are getting results

I - implement strategies with measurable results

know your customer


SOURCE: http://www.nba.com/mavericks/
Mavs owner Mark Cuban receives numerous fan e-mails each day, and to recognize
fans for giving him their thoughts and questions, the club has created an "e-mail of
the day" so everyone can read the questions and responses.
To send an e-mail, click Mark Cuban E-mail
If you prefer that we contact you by phone, please include your
telephone number.

my company is small.
i cant afford to spend much on

marketing

guess what!

Krispy Kreme
started as a small business

Ray Kroc opened the Des Plaines


restaurant in 1955. First day's
revenues-$366.12!

so did

McDonalds and
Pepsi

Caleb Bradham, a North Carolina


pharmacist, created "Brad's Drink,"
a carbonated soft drink to serve his
drugstore's fountain customers.

A look at whats available from


the SBDC

Industry and B2B Market Research


Develop Prospect and Competitor Lists
How do you find your competitors or develop a B2B
prospect list? Do you thumb through the yellow pages?
Search the Internet?
ISBDC has access to the two leading company
information database resources: Dun & Bradstreet Million
Dollar Total and ReferenceUSA. ISBDC Business Advisors
can help you develop an Excel or PDF list with contact
names, addresses, phone numbers, and company
information matching the criteria you select.

Researching Your Industry


The ISBDC has access to many nationally recognized
market research databases. ISBDC Business Advisors can
help you use these tools to locate accurate and relevant
industry information.
Find the information you need to know about your
industry; including market trends, best practices,
current conditions, industry leaders, and future industryspecific technology.
Find out how your business income statement and
balance sheet compare to businesses of the same size in
the same industry using industry financial ratios.
Research is compiled from local and national
publications.

Market Research with ESRI

Researching local market demographics can give your


business insight on consumer buying behavior. ESRI
Business Analyst Online provides users the ability to
access the same demographic profiles large corporations
use when making marketing and relocation decisions.

Market Research with ESRI


Would you like to find new customers?
Do you need help evaluating competitors?
Are you searching for untapped
markets?
Do you need help analyzing your trade areas?
Are you searching for a new store location?
Choose from more than 40 preformatted reports. Define your
study area from geographies such as block group, census tract,
or ZIP code.
Reports give you detailed information by household or other
user-defined categories that you can visualize as charts or in a
dynamic thematic map.
These reports are a must have for anyone developing a
business plan.

Additional information can be


found at: http://isbdc.org

marketing should be focused on

building a relationship
with your customers
and future ones

WRONG WAY
mindshare %
90
80
70
60
50
40
30
20
10
0

4
5
6
time in months

RIGHT WAY
13 to 14
weeks

mindshare %
90
80
70
60
50
40
30
20
10
0

0.5

1.5

2
2.5
3
time in months

3.5

4.5

MAXIMIZE
mindshare %
90
80
70
60
50
40
30
20
10
0

4
5
6
time in months

a loyal customer is:

5 times more profitable


than a new
SOURCE: Fred Reicheld, The Loyalty Effect

one

relationship marketing has 4 key components:


1. It has to be

personalized.

Personalization can come in the form of a highly


targeted direct mail piece, a phone call or email.

2. It has to be

targeted.

Wal-Mart invests money in maintaining relationships


with existing customers. By targeting this group
Wal-Mart establishes long-term relationships with
their most loyal shoppers.

3. It has to be meaningful.
Your marketing message has to connect in an
emotional way to establish a lasting relationship.

4. It should be interactive.
Walmart.com does a great job of asking for
the relationship online by providing special
offers to those who supply their email
address. It is important to make relationship
marketing interactive so you can hear
feedback, determine what is working and
what is not.

but i dont sell


to consumers
i sell to businesses
what should i be doing???

Positioning is more important


in B2B marketing.

Market your

guarantee!

20% of the buying decision is made on


your guarantee.

business relationship marketing


can be achieved by following
these tactics

Develop a relationship by mixing knowledge with fun.


Plan events for clients and prospects that educate while
offering entertainment and social interaction.

Send out a monthly eNewsletter or eZine with useful content that


connects to your clients and prospects.
This tactic will show them that you care about their business
and value their time by providing them information they can
use. Stay away from a sales focus... Provide industry and
product news with some entertainment value.

Initiate an appreciation program.


Send customers thank you cards or gifts after making a purchase.
You can also send a thank you gift to show appreciation for their
business on the account anniversary date.
Look for ways to help your clients and prospects beyond your own
capabilities.
Refer them to other quality vendors, share an article related to their
business or put them in touch with someone who can help. This will
go a long way in building a relationship.
Make phone calls.
Email is easy but picking up the phone and thanking someone for
using your company can go a long way. Don't forget the value of
real conversations and face-to-face meetings.

tips and tools:


talk with customers in person often
have customers interviewed by a third party
scour the web
form a customer advisory board
use marketing experts
treat your database as your most valuable asset
track and measure

tips and tools:


have a plan for when you communications go down
What impact will it have on your company if you cant receive a call or a fax for 2 Hours,
8 Hours, 2 Days or 2 Weeks?
Its not a matter of IF, only a matter of WHEN an outage of some type will occur. Up until
now, traditional telecom solutions have had serious limitations or are prohibitively expensive.
Dont let a disaster, or any other telecom outage/disruption, cause your
business to lose revenues. Our system can be activated quickly.

What types of marketing work?


They all do, but they all will not work for you!

What is working for you?


What marketing activities are you doing on a
monthly basis to generate sales?
How are you tracking the results?
What are you not doing you wish you could?
What are the barriers holding you back?

Where did your last big

sale
come from?

Channel Back

Internet Marketing
How to get a website for under
$100
How to use the internet to grow
your business for free
Should I pay to advertise online?

Internet Marketing
www.mariontool.com
www.excaliburcatering.net
www.vigofair.com
www.goedgemarketing.com
All sites built for under $100

Internet Marketing

Internet Marketing

Internet Marketing

Internet Marketing

Recommended Resources
Email:
ExactTarget.com
ConstantContact.com
Web Site:
52bucks.com
GoDaddy.com
Yahoo.com
Networking:
GoRainmakers.com
News and Tips:
GoEdgeMarketing.com

Thank You!
Doug Edge
doug@goedgemarketing.com

Hannah Farmer
hannah@goedgemarketing.com

Phone: 765.617.0224