wbea marketing super session

9:15 – 9:30 • Introduction• What brings you here today?

9:30 – 10:00 Improving Customer Experience

10:00 – 10:30 Developing Social Media with Branding Strategies

10:30 – 10:45 Break

10:45 – 11:15 Marketing on a Shoestring Budget

11:15 – 11:30 Q&A

11:30 – 12:00 Lunch

12:00 – 12:45 Your Choice!

Agenda

Can I get a copy of the slide deck?

Yes!

Women’s Business Enterprise Alliance – August 2012

About Me• 15 years as a

marketing copywriter & brand strategist

• Started Resonance Social Media in October 2010

• In 2012, Resonance Social Media >>> Resonance Content Marketing

What brought you here today?

Improving Customer ExperienceWomen’s Business Enterprise AllianceFriday, August 17, 2012

[YourNameHere]

What Is “Customer Experience?”

The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.

Know Your Customer Lifecycle

Know Your Customer Touchpoints

Phone

In Person

Social Media

Your Website

Email

Direct Mail

BrandConsistency

Elements of Customer Experience

• Sight• Sound• Touch/Feeling• Taste• Smell

Customer Experience Building Blocks

• Know your customer … really, really, really well

• Show customers you care—all the way through the customer lifecycle

• Be consistent across all customer touchpoints

• Take into account all elements of customer experience

Women’s Business Enterprise Alliance – August 2012

QUESTIONS?

[YourNameHere]

Developing Social Media with Branding StrategiesWomen’s Business Enterprise AllianceFriday, August 17, 2012

What Is a Brand?

“A brand is a person’s gut feeling about a product, service, or company.”

- Marty Neumeier, The Brand Gap

Houston

Austin

Defining Your Brand• What is my business’ mission?• What differentiates my business from

our competitors?• What makes me memorable?• How would my best customers

describe me?

Defining Your Brand• If I could have any celebrity

spokesperson in the world, whom would I choose?

Your Brand Attributes• Is your brand …

– Conservative or progressive?– Urban or outdoorsy?– Casual or professional?– Funny and playful or serious?– Big or small?– Leader or underdog?– Stylish and fashionable or plain and practical?– Thrifty or affluent?– Outspoken or reserved?– Dynamic or stable?– Predictable or surprising?– Stable or fluid?

Source: The Financial Brand, 7 Steps to Find Your Brand’s Personality, http://thefinancialbrand.com/14053/bank-credit-union-branding-personality-attributes/

What Brands

You on Social Media?

Your Profile Picture

Your “About” BlurbRichard Branson (Facebook):

Your Posts

Your Interactions

What Others Say About You

What Others Say About You

Women’s Business Enterprise Alliance – August 2012

QUESTIONS?

Marketing on a Shoestring BudgetWomen’s Business Enterprise AllianceFriday, August 17, 2012

Women’s Business Enterprise Alliance – August 2012

Cheap vs. Value-Based Marketing

Cheap Marketing

• Low (or no) out-of-pocket cost

• Probably lower-quality audience

Value-Based Marketing

• Low cost per prospect reached

• Probably higher-quality audience

• Your logo• Your business card• Your website/domain• Your content• Your profile picture

Where NOT to Skimp

Leverage Your Greatest Asset

Cost of keeping a current customer

Cost of acquiring a new customer

Leverage Your Greatest Asset

“Your customers’ friends are your next best prospects.”

Engagement MarketingGail Goodman,

CEO, Constant Contact

Women’s Business Enterprise Alliance – August 2012

1: KNOW YOUR TARGET

• B2C- Age- Gender- Socioeconomics- Interests

• B2B- Industry- Size- Decision Maker’s Job Title

Who Is Your Target Customer?

• Geographic• Publications, Media• Associations• Websites, Blogs• Events, Trade Shows

Where Is Your Target Customer?

• Review current customer data

• Ask current customers and contacts (surveymonkey.com)

• Review results of previous marketing campaigns

How Do You Find Out?

Women’s Business Enterprise Alliance – August 2012

2: SET A BUDGET

What goes into a marketing budget?

Marketing Personnel

Outsourced Marketing Services

Printing Ad Placement

Event Planning

& Execution

Website Design &

Maintenance

Postage for Direct

Mail

Professional Organization

Dues

• 5% of revenue to maintain your current position

• 10% of revenue to expand market share

Marketing Budget Rule of Thumb

Women’s Business Enterprise Alliance – August 2012

3: FIND THE RIGHT MIX

PrintBrochuresPrint AdsDirect MailFlyers

InteractiveWebsiteEmailSocial MediaPay-per-Click Ads

PersonalNetworking GroupsTrade ShowsReferral ProgramCold Calling/Walkins

PRSpeaking EngagementsPress ReleasesTV/Radio AppearancesGuest Editorials

Women’s Business Enterprise Alliance – August 2012

4: MEASURE & ADJUST

• Customer Data • “How did you hear about

us?”

• Discount Codes • “Mention this ad for an x

% discount”• “Use discount code XXX

when you check out”

• Tracked Phone Numbers• Web Analytics

Measure

• Do more of what has worked well

• Do less of what hasn’t

Adjust

Women’s Business Enterprise Alliance – August 2012

FREE AND LOW-COST RESOURCES

Your Current Clients

Strategic Partnerships

Speaking Engagements

Blogging, E-Newsletters, Website Articles

SCORE(scorehouston.org)

•Volunteers are working and retired executives and small business owners• Free consultations• Free resources•Workshops & seminars

(free or low-cost)

Small Business Development Center(sbdc.uh.edu)

•University of Houston / SBA• Free consultations• Business Library• Customized research•Workshops & seminars

(free or low-cost)•Online courses

Other free or low-cost resources

fiverr.com

Women’s Business Enterprise Alliance – August 2012

QUESTIONS?

Women’s Business Enterprise Alliance – August 2012

Q & A