basic marketing 101

Step 1Step 1Create a Marketing PlanCreate a Marketing Plan

“If you don’t know where you’re going, “If you don’t know where you’re going, you’ll end up someplace else.” – you’ll end up someplace else.” – Yogi BerraYogi Berra

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Step 2Step 2Take Stock of Your Strengths Take Stock of Your Strengths

& Weaknesses& Weaknesses

“Progress is not made of doing one thing 100% “Progress is not made of doing one thing 100% right, but by doing 10 things 10% better.”right, but by doing 10 things 10% better.”

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Step 3Step 3Set Your GoalsSet Your Goals

“Aim High! It’s no harder on your gun to shoot “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur the feathers off an eagle, than to shoot the fur

off a skunk.” –off a skunk.” –Troy MooreTroy Moore

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Step 4Step 4Check Out Your CompetitorsCheck Out Your Competitors

“Never interrupt your enemy when he is making “Never interrupt your enemy when he is making a mistake.” a mistake.” Napoleon BonaparteNapoleon Bonaparte

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Step 5Step 5Target Your MarketTarget Your Market

“USA Today“USA Today has come out with a new survey. has come out with a new survey. Apparently three out of every four people make Apparently three out of every four people make up 75% of the population.” up 75% of the population.” - David Letterman - David Letterman

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DemographicsDemographicsTake AimTake Aim

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DemographicsDemographicsTake AimTake Aim

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DemographicsDemographicsTake AimTake Aim

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DemographicsDemographicsTake AimTake Aim

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DemographicsDemographicsTake AimTake Aim

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Step 5Step 5Target Your MarketTarget Your Market

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Step 6Step 6Understand WhatUnderstand What

You Are You Are Really Really Selling!Selling!

“Perception is reality.”“Perception is reality.”SomebodySomebody

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Determine Your

Unique SellingProposition

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Step 6Step 6 Understand WhatUnderstand What

You Are You Are Really Really Selling!Selling!

Features vs. BenefitsFeatures vs. Benefits

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Step 7Step 7Think Like a GeneralThink Like a General

(Strategy)“Ads are the cave art of the 20“Ads are the cave art of the 20thth Century.” – Century.” –

Marshall McLuhanMarshall McLuhan

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Step 7Step 7Think Like a GeneralThink Like a General

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Step 7Step 7Think Like a GeneralThink Like a General

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Step 7Step 7Think Like a GeneralThink Like a General

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Step 7Step 7Think Like a GeneralThink Like a General

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Step 7Step 7Think Like a GeneralThink Like a General

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Step 8Step 8 BrandingBranding

Pre-Selling & Pre-Selling & Spin DoctoringSpin Doctoring

If you can’t get rid of the skeleton in your closet, If you can’t get rid of the skeleton in your closet, you’d best teach it to dance.” – you’d best teach it to dance.” –

George Bernard ShawGeorge Bernard Shaw

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Sales is Convincing, Sales is Convincing, Overcoming Objections, Overcoming Objections, Getting a CheckGetting a Check

Step 8Step 8

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Marketing is Generating Marketing is Generating LeadsLeads

Step 8Step 8

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Branding is Pre-Selling!Branding is Pre-Selling! Step 8Step 8

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What if you never had to make a sales pitch ever again?

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What if you never had to make a sales pitch ever again?

What if customers arrived ready to buy?

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What if you never had to make a sales pitch ever again?

What if customers arrived ready to buy?

What if you were known as the best in the business?

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Branding is the Answer!Branding is the Answer!

A solid brand reverses the sales process.

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Branding is the Answer!Branding is the Answer!

A solid brand reverses the sales process.

A solid brand generates trust.

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Branding is the Answer!Branding is the Answer!

A solid brand reverses the sales process.

An established brand generates trust.

A strong brand removes customer objections.

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Why are brands so big today?

We have moved from a selling world to a buying world!

You are selling to the overwhelmed.

Familiar brands are predictable and trustworthy.

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What Builds a Brand?What Builds a Brand?

1. Image

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What Builds a Brand?What Builds a Brand?

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What Builds a Brand?What Builds a Brand?

2. Visibility

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What Builds a Brand?What Builds a Brand?

2. Visibility

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What Builds a Brand?What Builds a Brand?

3. The Perception of Being Best

- Consistency

- Building Relationships

- YOU!

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Step 9Step 9Spending MoneySpending Money

“Growth costs money.”“Growth costs money.”

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Step 10Step 10Tracking Your ResultsTracking Your Results

“The best predictor of the future is the past!” “The best predictor of the future is the past!” Judith Greer EssexJudith Greer Essex

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Action StepsAction Steps

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Establish Your IdentityEstablish Your Identity

Your Company Name

Always Use a Slogan or Tag Line

Have a Professionally Designed Logo

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Your Marketing MaterialsYour Marketing Materials

Business CardsBrochures –

Form Follows Function

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Crafting Your MessageCrafting Your Message

Start with the copy

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Crafting Your MessageCrafting Your Message

Writing Basics

Spend: 50% of your time on the foundation

30% of your time on the draft

20% of your time on editing

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Crafting Your MessageCrafting Your Message

Headlines - The most important part

Body Text –

Design – Comes last

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DesignDesign

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The presence of an image increases readership.

DesignDesign

Readablity

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Write a headline and body textWrite a headline and body text……

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AdvertisingAdvertisingPrint

Magazines, newspapers, Yellow Pages

TelevisionBroadcast versus Cable

Radio

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Direct MailDirect MailBuy a List

Crafting an Effective Mailer

Repetition

Follow-Up Calls

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Direct MailDirect Mail

For a free card go to www.sendoutcards.com/marketingimpressions

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Public RelationsPublic Relations

This is Where it Really Gets to Be

Fun

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Press Release TipsPress Release Tips

It has to be news!

Essential for Your Business Success

Your WebsiteYour Website

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It’s No Longer EnoughTo Just Have a Website

Web MarketingWeb Marketing

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Nothing You Ever Do WillBe As Inexpensive

Or as Effective!

NetworkingNetworking

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Victoria GarciaVictoria Garciavicki@marketing-Impressions.comvicki@marketing-Impressions.comhttp://marketing-Impressions.comhttp://marketing-Impressions.com

858-505-8046858-505-8046

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