Marketing ToolboxWhat’s Right for Your Company?

Barbara Shuck, FSMPS, CPSMWilson & Company, Inc., Engineers & Architects

Barbara.shuck@wilsonco.com@barbarashuck

Who Are We?

• What types of businesses do we have here?• Are they B2B or B2C?• What would you say is your marketing level?

– Beginner, Intermediate, Guru

• What’s working well for your business?• What are you hoping to learn from this session?

Marketing Mix: the 4 (7) P’s

Product

• What is the need that is creating this opportunity?• What does the customer want?• How and where will it be used?• What size(s), color(s) and so on should it be?• What is it called?• How is it branded?• How is it differentiated versus your competitors?

Price

• What is the value of the product or service to the buyer?

• Are there established price points?• Is the customer price sensitive?

– Will a small decrease in price gain you extra market share?

– Or will a small increase be indiscernible and so gain you extra profit margin?

• How does your price compare with your competitors?

Promotion

• Where and when can you get across your marketing message to your target market?

• How will you reach your audience? Advertising, TV, radio? Using direct mail? Through PR? On the Internet?

• When is the best time to promote? Is there seasonality in the market?

• What is the factual argument for why you are superior?

Place

• Where do buyers look for your product or service?

• If they look in a store, what kind?• Do you need to use a sales force?• What do your competitors do, and how can you

learn from that and/or differentiate?

People

• What is the company’s philosophy about customer service?

• What are the company’s practices for recruiting and training the right staff to create competitive advantage?

• What is the customer experience with your staff, considering it’s what they can see and interact with in service delivery?

• How is the phone answered, questions responded to, face-to-face interactions conducted?

Process

• How are your services delivered?• What is your firm’s philosophy about quality

control?• How do you handle customer complaints,

identify customer needs and requirements, ordering, etc.?

Physical Evidence

• Where is the service being delivered from?• How is your company distinguished from your

competitors?• Can you charge a premium price for your

service?• How do you create a positive experience for

your customers?

In short…..

Know

Like

TrustPick or Choose

Repeat

Marketing Resources

• www.ama.org• Outside In, The Power of Putting Customers at the Center of Your Business, Harley

Manning, Kerry Bodine• The Collapse of Distinction, Scott McKain, www.scottmckain.com• Getting to Yes, Roger Fisher and William Ury• The Mackay 66 - www.harveymackay.com• Little Red Book of Selling, Jeffrey Gitomer• How to Win Friends and Influence People, Dale Carnegie• The Medici Effect, Frans Johansson • Built to Last, James Collins and Jerry Porras• What they Don’t Teach You in Sales 101, Steven Drozdeck, Joseph Yeager, Linda

Sommer• The Trendmaster’s Guide: Get a Jump on What your Customer Wants Next, Robyn

Waters• First, Break All the Rules, Marcus Buckingham and Curt Coffman• www.Fastcompany.com

Marketing Toolbox

Traditional Digital

Social

Marketing Toolbox

Traditional Digital

Social

Traditional Marketing Toolbox

• Print ads• Catalog• Brochures• Direct Mail• Telephone• Trade

Shows• Customer

Service• Billboard• Warranty

• Events• Television

Advertising• Radio• Specialty Items• Business

Cards• Public

Relations• Door Hangers• Response

Cards• Presentations• Coupons

• Product Demos

• Network• Service

Delivery• Direct

Sales• Point-of-

Sale Displays

• Expos• Loyalty

Program• Packaging

– Vehicles– Attire

• Earned Media• Tearpads on

bulletin boards

Traditional Resources

• The Fusion Marketing Bible, Lon Safko• Printing Companies (Brick and Mortar and

online)• Vistaprint• Fedex/Kinkos• Walgreens• Advertising Firms• Marketing Consultants• Barter – friends with professional benefits

Marketing Toolbox

Traditional Digital

Social

Digital Trends

https://www.youtube.com/watch?v=l_Ei7CxXwuo

Digital Toolbox

• Website– Mobile

Optimized– Questions– Electronic

Directories– Specials

• Search Engine Optimization (SEO)

• Search Engine Marketing (SEM)

• Mobile• Email

• Publishing• Wiki• Podcast• Rich Site

Summary/Really Simple Syndication (RSS) (Aggregator)

• Blogs• Ad Words• Videos• Apps• Google Places• Google Alerts• Texting• Ebay & Etsy• Reviews (Yelp,

Google+)• “Walk the Web”

• Google Merchant Center

• Amazon Local

Digital Resources

• www.ContentMarketingInstitute.com• www.Hubspot.com• www.ConvinceandConvert.com (Jay Baer)• www.wordpress.com• www.Weebly.com

Social Media Toolbox

• What are your social media practices?

• How do you measure results?

Marketing Toolbox

Traditional Digital

Social

Social Toolbox

• Forums• Social Networks

– Facebook– LinkedIn– Twitter

• Blogs• Video Sharing

(Youtube)

• Photo Sharing (Pinterest)

• Gaming• Virtual Worlds• Just Answer, Blurtit,

All Experts

Social Media Metrics

Facebook LinkedIn TwitterPostsImpressionsEngagementLikesPost Reach

FollowersImpressionsUnique (daily)ClicksLikesCommentsSharesFollowers AcquiredEngagement %

TweetsFollowingLikesTweets/MonthImpressionsProfile VisitsMentionsNew FollowersTotal Followers

Positional Metrics vs. Relational Metrics

Digging Deep: LinkedIn

Barbara’s LinkedIn Profile

LinkedIn Profile Must Haves

• Professional Picture• Unique Headline• Summary• Experience• Company Page• Education• Certifications• Volunteer Experience• Skills – YOU select them

• Websites• Honors & Awards• Causes You Care About• Organizations• Languages• Publications• Courses• Advice for Contacting

You• Recommendations

LinkedIn - Company

Wilson & Company LinkedIn Page

Flip Chart ReviewWhat?

So What?Now What

Marketing – is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

- American Marketing Association