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Marketing for Small Business by Aaron Norris [email protected] Twitter: @aaronnorris 1. MARKETING 4 P’S PRODUCT • • • • • • What does the customer want? What features? How and where will they use it? What does it look like? How branded? How different than competitors? • Called? PLACE • Where do buyers look for your service? • Online? Store? • How can you be in the right place? • Do you need a sales force? • What is the competition doing? PRICE • What is the value to the buyer? • Is there a benchmark in the area for similar product? • Is the customer price sensitive? • Discounts offered? • Price comparison? PROMOTION • Where and when will you be able to reach your customer? • Which channels most effect? National? Regional? Local? • When is the best time to promote? • How do your competitors do promotion? • How are buyers influenced? 2. Assets vs. Currency Assets – Person, place or product. What makes you stand out? Special? _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ Currency – What important in the market? (Quality, relationships, money, expertise, etc.) _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ 1|Page 3. Your “Blue Ocean Strategy” Your Blue Ocean (Business or Personal) HI How you stack up against the competition on competition points that customers experience “red oceans”). How are you beating the competition and what categories? What makes you completely stand out in uncharted territory? Differentiation? Capture a different customer? Eliminate Reduce Raise Create LO 2|Page 4. Marketing in Today’s Market Movie Metaphor – explaining web 3.0, the semantic web Mobile NOW 5. SOPE Online Marketing Mix INCENTIVE Affiliate Brand Ambassador PAID ADVERTISING SEM – Google, Facebook, Bing, Yelp, etc. Banners Display AUTHORITY Billboards Paid Endorsement Optimized content Direct Mail Shareable content Engaging content Advertising PUBLICITY DIGITAL PROPERTIES Website Podcast Blog Mobile site Email list Catalog OWNED EARNED Properties Public Relations Media relations Press releases Blogger relations Influencer relations Government relations Internal communications CONTENT Build trust Educate Curate Reviews Location-based service EMBASSIES Facebook Twitter Youtube Instagram LinkedIn Google+ Pinterest SnapChat SHARED Social PARTNERSHIPS Charities Co-branding Celebrities INFLUENCER ENGAGEMENT Response Advocacy Loyalty Shared Be careful of wasting too much time here. MEASURE success and conversions Remember it plays into Web 3.0 (the alien stuff) Social strategy is a mobile strategy Owned SEM = Search Engine Marketing (Paid stuff) SEO = Search Engine Optimizations (natural rank, but not free usually) Content marketing online (blog, website, podcasts, videos, etc.) helps with SEO and plays into social strategies. 3|Page Paid Impressions, Click Through, and Conversations No matter what channel (digital vs. traditional), always find a way to measure success Earned Become a valuable resource Do your homework – forget the paid press release unless it makes you feel good about yourself Owned to earned strategy Stay Educations Public Relations Society of America – Inland Empire American Advertising Federation - Inland Empire 4|Page