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Entrepreneur Certificate Program BROUGHT TO YOU BY NJ SMALL BUSINESS DEVELOPMENT CENTERS Seminar Objectives Marketing Strategies for Business Success 6 Hours (2 Sessions) $80 DESCRIPTION I. Learn to conduct market research to define your business market and increase sales. II. Learn to make strategic marketing decisions III. Learn to select various sales and public relations vehicles to promote small business opportunities. This workshop will show you how to define and target the markets where your services or products will be most successful as well as develop an action plan for your marketing efforts in order to reach your target markets. Topics include conducting market research, making strategic marketing decisions (mechanisms for selling products/services via direct sales force or sales representatives), wisely allocating budget funds to implement marketing goals, selecting the proper tools for advertising/ sales (television, radio, trade shows, newsletters, direct mail, magazines, internet, networking activities etc.) and public relations (events, press releases, web presence) to capture your market, building customer loyalty, measuring business promotional efforts to effectively enhance your marketing strategy in response to new circumstances and conditions, and more. CONTENT Conduct market research to define your business market and increase sales by identifying research resources and facilities including libraries, business organizations, internet research tools, interviews, SBA Information Centers and other business publications (Small Business Sourcebook, Encyclopedia of Business Information, Encyclopedia of Associations). Make strategic marketing decisions by: 1) Identifying target markets to direct your marketing efforts and identify loyal customers to retain them; 2) Devising relevant pricing strategy to ensure the business meets costs and profit goals; 3) Defining the scope of products /services to be sold and delineate their uniqueness to anything else on the market; 4) Enhance product/service loyalty by delivering promised benefits and especially build strong relationships with customers; 5) Determining what means will be utilized to sell business products/services (direct sales force, sales representatives, yourself or other ways); 6) Choosing public relations tools to attract and keep business market as well as expand; 7) Continuous follow-up and strategy re-adaptation for market expansion; and, 8) Wisely allocate marketing budget monies, human resources and time to execute your marketing strategy in an effective and efficient way. Select various sales and public relations vehicles to promote small business opportunities by © 2004 The Entrepreneur Certificate Program is a product of The New Jersey Small Business Development Center. All rights reserved. using advertising, sales program tools and public relations (web presence, events, press releases) and networking techniques (memberships/leadership positions) to sell your products/services and capture and maintain business opportunities; Determine which medium to use in starting and growing your business (television, newspapers, presentations, trade shows, telemarketing newsletters, sales program, long-term sponsorships, internet, radio, magazines, proposals, direct mail, coupons, referrals, and yellow pages); Measure the effectiveness of business promotional efforts to continually adjust your marketing strategy to changing conditions and circumstances. SBDC’s are a program supported by the U.S. Small Business Administration and extended to the public on a nondiscriminatory basis. SBA cannot endorse any products, opinions or services of any external parties or activities.