sbtdc mission
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The SBTDC is a business advisory service of The University of North Carolina System operated in partnership with the U.S. Small Business Administration . Beth Wilkerson UNC Pembroke 910-775-4000 sbtdc.org | [email protected]. SBTDC Mission. - PowerPoint PPT PresentationTRANSCRIPT
The SBTDC is a business advisory service of The University of North Carolina System
operated in partnership with the U.S. Small Business Administration.
Beth Wilkerson UNC Pembroke910-775-4000
sbtdc.org | [email protected]
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SBTDC Mission
• Support the growth and development of North Carolina’s economy by:– encouraging entrepreneurship– assisting in the creation and expansion of small to medium-sized
enterprises– facilitating technology development and commercialization– supporting economic development organizations
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Marketing in Tough Times
“Now is the time to spend MORE attention on Marketing than ever before”
Jeff Debellis
Director of Marketing & Research Services
Small Business & Technology Development Center (SBTDC)
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Marketing in its Entirety
Companies need to analyze their performance in each area of marketing:
• Promotion
• Products
• Pricing
• Distribution channels/location (including the web),
• Customer service.
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Marketing in its Entirety
• What is the ROI for promotions?
• Which products produce the best margins?
• How competitive is your pricing?
• What is your website doing for your business?
• Customer Service?
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Marketing in Tough Times
Do you have a Marketing Plan?– Be Strategic, Not Impulsive– Long & short term goals– How is your company different from the competition?– Who is your target market?– How are your reaching them?– Is it effective?– Opportunities/Obstacles?
(See Marketing Plan Worksheet)
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Marketing in Tough Times
Reassessing your current marketing strategy
1. Keep in touch with current & past customers
2. Re-examine unique selling abilities for customers
3. Ask for referrals
4. Repackage services to accommodate smaller clients and cut budgets
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Marketing in Tough Times
Reassessing your current marketing strategy cont’d
5. Re-evaluate pricing strategies/are you making a profit or attracting clients that will spend on other items
6. Look for inexpensive ways to reach customers
7. Watch the new trends/see how they work for you (social networking)
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Customer Purchasing Excuses
Before Recession – Consumers were looking for excuses to buy
“Be in-fashion”
“Upgrade everything”
“Save time”
“Discount credit”
“On Sale!”
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Customer Purchasing Excuses
Now – Consumers are looking for excuses NOT to buy
“Do I need that now?”
“I can wait until it’s cheaper”
“The store’s too inconvenient”
“It’s not worth the hassle”
“There’s something I don’t like about that product/service/store”
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Marketing in Tough Times
Is it easy for customers to do business with you?
• Can They find you?• Do they know what your products or services are?• How is your customer service?• What is important for customers to know about you?
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Image/Message
Clear & Consistent– Physical appearance of your office/store/website/sales people– Products– Customer Service– Promotions and advertising– Prices
•
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Bottom Line
• A Marketing Plan is Essential
• Know Your Customers
• Know Your Competition
• Know Your Market
• Know Your Companies Strengths & Weaknesses
• Use Your Resources
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Marketing in Tough Times
Use Available Resources:
• http://www.sbtdc.org/services/mrs.asp
• http://www.sba.gov/marketingoutreach/index.html
• http://www.marketingsource.com
• http://www.blnc.gov/sales_marketing.asp
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Questions/Discussion
The SBTDC is a business advisory service of The University of North Carolina System
operated in partnership with the U.S. Small Business Administration.
sbtdc.org | [email protected]