Download PRODUCT PRICE PLACE PROMOTION

Marketing for Small Business
by Aaron Norris
[email protected]
Twitter: @aaronnorris
1. MARKETING 4 P’S
PRODUCT
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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?
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Currency – What important in the market? (Quality, relationships, money, expertise, etc.)
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3. Your “Blue Ocean Strategy”
Your Blue Ocean (Business or Personal)
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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
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4. Marketing in Today’s Market
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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
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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
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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.
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Paid
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Impressions, Click Through, and Conversations
No matter what channel (digital vs. traditional), always find a way to measure success
Earned
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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
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Public Relations Society of America – Inland Empire
American Advertising Federation - Inland Empire
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