SUSTAINABILITY CONFERENCEMARKETING IN A NEW ECONOMY:OPPORTUNITIES AND GAPS

Who is in the room?

Understanding the New Economy

Our working framework

Opportunity evaluation

Gap identification

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WHO IS IN THE ROOM?

What is your primary expectation?

ABOUT THE FACILITATOR

Nelson Soler, Chief Solutions Officer 15 years of

experience MBA/MS, Electrical

Engineer, Economist 2007 US SBA

Minority Business Champion for Wisconsin

Multicultural Entrepreneurship Institute, Inc

Assist entrepreneurs in realizing their business ownership and growth dreams Training Business Coaching Marketing

248 entrepreneurs trained

NEW ECONOMY

What do we know about the new economy? LEAN Economist argue that during a down cycle small

business flourish Businesses become more effective

Strategize Innovate Manage

“The best stimulus package a business can have is its own creativity”

NEW TRENDS

Green, sustainable & recycling Luxury and specialty Used/Repair/ Do it your self syndrome Generational products and services Healthy Technology

Eenvironment

OUR FRAMEWORK

Us&

Uniqueness

Potential Customers

Marketing

Environment

US AND OPPORTUNITY

Uniqueness Core competencies Value added

Three choices when faced with opportunities for which we have no core skills Enhance – through

training Acquire – purchase Partner

CUSTOMERS AND OPPORTUNITY

Their unmet needs and wants are source of new ideas & “niches”

Promoters and Advocates Source of improvement Your boss Promoters

Clients

Customers

NICHE MARKET Small market with

definite characteristics Demographics Geographical Scope Psychographics

Examples

MARKETING

A business strategy through which we communicate our unique proposition to our intended audience (or our market niche).

All strategies require resourcesTimeMoney

MARKETING

Advertising Direct Mail Newspapers Flyers, business cards,

stationary Word of mouth

Branding Public Relations

Promote your unique proposition

Community Work Sales and Customer

Service Certifications Portfolios**

Advertising Internet presence Blogging Social Media

Public relations Seminars Tips and articles Advocacy Green

Strategic Alliances Relational sales and

exceptional customer service

traditional nontraditional

TIPS FOR A NEW ECONOMY -FRASI

Be focused Your mission, your uniqueness

Be relevant Evaluate your core skills Engage clients in your business Enhance/Acquire or Partner to upgrade your core skills

Be aware Understand where the new opportunities lie

Be strategic Don’t stop marketing support your unique proposition

Be innovative Embrace new trends

Internet, Strategic Alliance, Add Value

TOP TEN BUSINESSES

Beauty specialty services Fast food Consulting Credit counseling Sale and/or production of Organic and healthy

products Green and sustainable construction Specialty services for the affluent Specialty services for the aging population Niche traveling Repair shops – cars, furniture, electronicsSurveys from entrepreneur.com

THANK YOU

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