1. Welcome to “The Future of America”

2. Advertising vs. Marketing Marketing: A series of business processes taken by a company to develop, communicate with and manage its customers. Marketing Component: Market research Product development Product Pricing Sales Strategy Advertising Customer support and Public Relations Advertising: Considered one of Marketing’s components or processes. Advertising’s purpose is to communicate with customers and potential customers and gain their attention. Mediums of Advertising: Television Newspaper Direct Mail Internet Radio

3. Marketing Plan “A good plan today is better than a perfect plan tomorrow” A marketing plan can help you: Identify which customers are your best prospects Evaluate company data against your industry or market Track results so you learn what works

4. 5 Easy Steps to Create a Marketing Plan 1.Position your product 2.Tap your brain trust 3.Listen to customers 4.Draft the plan 5.Track results

5. Position Your Product Four Ps of Marketing: Product: Having the right product or service for your market. Price: Selling your product or service for an amount that makes your target customer feel it's a good deal. Promotion: Creating appropriate perceptions across multiple channels, including, print — direct mail, flyers, brochures, and postcards, TV or radio spots, newspaper or magazine ads, online and more. Place: Distributing your product to locations where your target customers can readily find it.

6. Tap Your Brain Trust Set up brainstorming meetings with the people you trust and explore these questions: Who are you selling to? What do those customers need? What distinguishes your product or service from the competition? Which marketing tactics will make your products noticeable? When and how often should marketing efforts be used? Where do you want your company to be in a year?

7. Listen to Customers Need to know how customers react to your quality and price, service and delivery, image and brand – everything! Based on what you learn, prepare a SWOT analysis that deconstructs your business in fresh ways: Strengths: What makes your business thrive? Weaknesses: What are your vulnerabilities? Opportunities: What market conditions or segments can lead to growth? Threats: How are competitors snapping at your heels?

8. Draft the Plan The Plan should cover: A summary of your market position and goals. A definition of what you expect to accomplish in a specific time period (e.g.: "We will sell 150 widgets by the fourth quarter.") A list of target markets, including segmentation and niche areas. An appropriate strategy for each segment or market. Expenses and resources, and how they will be allocated. Marketing channels. This is where you choose the types of marketing materials and distribution vehicles that you will use to attract target customers, including flyers, postcards, email marketing, newsletters, Web site and more. Competitive strategies. How will you respond to your competitors, for example, if a competitor beats your price?

9. Track Results Include benchmarks in your plan; to determine if your marketing effort is paying off or not Calculate the category and cost of marketing and compare with set specific sales forecasts Markets constantly changes; UPDATE!

10. 10 Low-cost Ways to Market 1.Take steps to make customers feel special 2.Create business cards that prospects keep 3.Stop servicing break-even customers 4.Develop an electronic mailing list and send old-fashioned letters 5.Boost your profile at trade shows and conferences

11. Low-cost Ways to Market 6.Combine business with pleasure – and charity 7.Create a destination 8.Become an online expert 9.Court local media 10.Finally, don’t let customers simply slip away

12. Sources Microsoft – Small Business Center http://www.microsoft.com/smallbusiness/resources/marketing/market-research/5-easy-steps-to- create-a-marketing-plan.aspx#easystepstocreateamarketingplanhttp://www.microsoft.com/smallbusiness/resources/marketing/market-research/5-easy-steps-to- create-a-marketing-plan.aspx#easystepstocreateamarketingplan (Marketing Plan) http://www.microsoft.com/smallbusiness/resources/marketing/customer-service-acquisition/low- cost-marketing.aspx#lowcostmarketinghttp://www.microsoft.com/smallbusiness/resources/marketing/customer-service-acquisition/low- cost-marketing.aspx#lowcostmarketing (Low-cost Ways to Market Your Business) http://degreedirectory.org/articles/What_is_the_Difference_Between_Advertising_and_Marketing.ht mlhttp://degreedirectory.org/articles/What_is_the_Difference_Between_Advertising_and_Marketing.ht ml (Advertising vs. Marketing)

13. Next Meeting