6 - 0 Reaching the Customer. 6 - 1 HP Survey According to an HP survey: 64% of small businesses lack confidence in their marketing decisions, 60% felt.

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Presentation transcript:

6 - 0 Reaching the Customer

6 - 1 HP Survey According to an HP survey: 64% of small businesses lack confidence in their marketing decisions, 60% felt their marketing could be more effective, and only 27% had designed a company logo

6 - 2 Basic Marketing Customer orientation – identify needs Segmentation & Targeting Positioning vis-à-vis competition Marketing mix (Four Ps) Plus people, processes, physical evidence ( case studies, testimonials, demonstrations)

6 - 3 Five Questions What's unique about your business idea? The USP.What's unique Craft headlines to promote your USP Who is your target buyer?Who is your target buyer Who buys your product or service now, and who do you really want to sell to? Who are your competitors?Who are your competitors Can you effectively compete in your chosen market? What positioning message?What positioning message How can you position your business or product to let people know it is special What's your distribution strategy?What's your distribution strategy How will you get your product or service in the hands of your customers?

online marketing tactics Blogging Search engine optimization Blogger relations marketing Corporate web site Social networks (Facebook, LinkedIn) Pay per click Online public relations Webinars/Teleconference Online display ads

6 - 5 Tactics ctd. Social News / Bookmarking Viral marketing eCommerce Feeds/Comparison Shopping Blog advertising IM / Microblogging (Twitter) Online communities/forums Sponsorship / Cross Branding Paid reviews Affiliate marketing

6 - 6 Tactics ctd Free content (white papers) Online contests, giveaways Behavioral targeting RSS advertising Advergames Podcasts Rich media apps/demos (Flash) Rich media avatars

6 - 7 Tactics ctd. Virtual worlds Virtual tradeshows Video marketing Contextual Advertising Widgets Mobile ads User generated content Branded microsites

6 - 8 Marketing Metrics Tracking who buys, when, how, why, where Cost to acquire and retain Following up leads

6 - 9 Case Juice Guys Icebreaker