1. Marketing isn’t just advertising; marketing is doing whatever it takes to get new business in the door. Marketing is finding out what people want, and giving it to them. Our job is to help people get what they want. Marketing is everything you do to promote your business. MARKETING IS NOT AN EXPENSE – IT IS AN INVESTMENT

2. Let’s Assume For Just A Minute That Outfitters / Guides Are In Business To Make Money!!

3. What is Marketing? Research Industry Information Trends How Your Business “Fits” Analysis Your Customer – Customer Profile Your Competition – competitive Matrix Your Trade Area? Your Market Size and Trends The Market Potential – Projected Sales Volume Strategies – “The Marketing Plan” Positioning Your Product Location Packaging Distribution Pricing Promotion

4. Demographics Age Gender Location Education Occupation Income Level Martial Status Household type

5. Psychographics NEEDS – Security, esteem,. Love, beauty, acceptance, understanding, good health VALUES – Status, success, greed, simplicity BUYING – Price, fads, quality, technology STYLES – Luxury, convenience CULTURES – Modern, artistic, religious, liberal, conservative, environmental INTERESTS – Sports, reading, fitness, cooking, workaholic, gardening

6. Marketing Plan A.Market Size and Trends 1.Who are your potential customers? 2.How will you attract and hold your share of market? 3.Research, Market/Demographic. B.Competition Analysis 1.Who are your competitors? How are their businesses prospering? 2.Where will the business be located? 3.Pricing. C.Target Market and Positioning Strategy 1.How will you promote sales? 2.Who will be your best suppliers? Why? D.Marketing Mix Strategy 1.Production – (planning will help you have necessary resources when you need them). 2.Price – (critical success of business) Market Value, Competitive & Cost Price. 3.Place – (distribution). 4.Promotion – (sales strategy). 5.Position – The purpose of your product/service as it benefits a potential customer. 6.Profit – It’s why you are in business.

7. Ten Most Costly Marketing Mistakes and How to Avoid Them 1.Centering Your Focus on Your Company, NOT On Your Customers 2.Not Knowing Everything About Your Customers and Their Problems 3.Not Knowing What Specific Benefits Your Product/Service Provides 4.Not Taking the time to Qualify Your Customers BEFORE You spend ANY Money Marketing Your Products to Them 5.Focusing Your Marketing Communications to the Masses – Not Speaking Directly to Your Customer

8. Ten Most Costly Marketing Mistakes and How to Avoid Them (cont’d) 6.Not Stating the Specific Problem Your Customer Has and What That Problem is Costing Him/Her Every Minute it is Left Unsolved 7.Not Using the Most Powerful First Line of Your Document to Attract Attention 8.Not Giving Your Customer a Compelling Reason to Act Immediately: While You Have Their Attention! 9.Not Using Testimonials in ALL Your Marketing Communications 10.Not offering a Guarantee of Satisfaction