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Effective Marketing for the
Owner Managed Business
the Snap guide to BS-Free marketing ……
………that works!
How to make your marketing really
effective
• Its all about ……
• REALLY BASIC common sense!
• And starts with your target
customer
• And you do it BEFORE
– you design a new website (or
re-design your old one)
– or produce an outbound email
– or postcard campaign
– or produce a brochure
Product Positioning
• You need to feel the pain!
• Convert your product offering
into
– Customer needs
– Not product attributes
• Introducing the “SO WHAT” test
• Lets look at a real example
Product Positioning
• Electronics Client – with some
great new technology
– “Our new patented active PA
system has a frequency response
of 100Hz to 10kHz, is rated at
1000 watts RMS and plays out
through these really cool Flat
Speakers that have a Corex
driver”
Product Positioning
• Lets flip this around ….
• And look at the needs of the
target consumer
Product Positioning – define the pain
Target market
“Many traveling professional musicians
need high quality PA equipment that
they are familiar with and trust.
“Equipment at venues is of variable quality
which means that musicians tend to take
their own gear which up to now has
been based on bulky, heavy, traditional
technology or they make do with the
venue’s gear and suffer the potential
consequences to their reputation.
Differentiator
“Our new, patented active PA system has
high power and superb clarity,
The benefit
performing at least as good as Brand X
The PAIN
Core Proposition
• Target market
– Who you are looking for
• What pain they feel
– What they will be search for
• What you offer
– BUT in their eyes
• How this solves their pain
You can use this Core Proposition in ANY
of your marketing
Product Positioning Exercise
• Exercise
The Marketing Plan
• Objectives
– Quantified
– Analysis of past performance
• State the Value proposition and the
benefits that accrue
• Identify the target market
• Brand identity and Niche
• 5-10 marketing tactics
– That worked
– That you want to try
• Set a budget
• Example
The Marketing Calendar
• Drives your whole commercial activity
– Set it up
– Stick to it
• Monitor what meetings you generate
– By activity
• Use Landing Pages to track website
traffic from
– Emails
– Postcards
– Other
• Example Marketing Calendar
Some great marketing ideas that work
• Thank you!