Finding direction:How to market your business
Presented by MERRILLCOM © 2008 All Rights Reserved
Finding direction:PLANNING
MAKE A PLAN; WRITE IT DOWN•If you fail to plan,
you can plan to fail•You have to visualize
success to succeed
Finding direction:DESCRIBE SUCCESS
• What does success look like?• What are your capabilities?
Your limitations? • Are there others that can get
involved? Make partnerships work for you Other facilities, Local government, Associations,
Chambers
How are you going to do it? Plan it out, based on the marketing information you’ve gathered.
What’s your timeline? Establish in your planning WHO’s going to do what and WHEN!
Finding direction:TIMELINES
•What are your measurable goals? How will you measureresults?What is your time line?
Finding direction:GOALS
Finding direction: FIND YOUR MARKET
You need to identify your market• Who are your prospects? • Are there enough of these prospects? • Where are they?• Do they know they need your services? • What are they looking for?• How do they want to be reached?
1) The right thing, to rightperson, in right place, at the right time2) To be heard, understood,get the desired result
Finding direction:TARGET YOUR MARKET
Finding direction:GETTING CREDIT
Public Relations is:• The art of doing “good” and
letting others “know”• Building relationships
o Writers, editors, reporters, peers, etc.
Finding direction:BRANDING
1) Perception: How others see your productor service 2) Promise:What you or your productstands for
Perception =• A set of associations, an image• An identity or expectationPromise = • To the consumer• What you stand for
Finding direction:BRANDING
What makes a strong brand?1) Clearly focused identity2) Connection with the customer (emotion)3) Consistency
Finding direction:BRANDING
Examples: In-n-Out Burger, Subway
Finding direction:BRANDING
Everyone needs to ask directions, even if it’s to reassure yourself that you are on the right path.
Finding direction – ASKING FOR DIRECTIONS
When is the right time to seek a marketing professional? When you:• Don’t have expertise• Need a new perspective• Don’t have the time