Effective Marketing for the Owner Managed Business

1
Effective Marketing for theOwner Managed Business

• the Snap guide to BS-Free marketing
• that works!

2
How to make your marketing really effective

• Its all about
• REALLY BASIC common sense!
• And starts with your target customer and his
  needs
• And you do it BEFORE
• you design a new website (or re-design your old
  one)
• or produce an outbound email
• or postcard campaign
• or produce a brochure
• or anything else .

3
Product Positioning

• You need to feel the pain!
• Convert your product offering into
• Customer needs
• Not product attributes
• Introducing the SO WHAT test
• Lets look at a real example

4
Product Positioning

• Electronics Client with some great new
  technology
• Our new patented active PA system has a
  frequency response of 100Hz to 10kHz, is rated at
  1000 watts RMS and, using neodymium drivers,
  plays out through these really cool Flat Speakers
  that have Corex panels
• OK SO WHAT !

SO WHAT!
5
Product Positioning

• Lets flip this around from PRODUCT oriented .
• And look at the NEEDS of the target consumer

6
Product Positioning define the pain
Target market

• Many traveling professional musicians need high
  quality PA equipment that they are familiar with
  and trust.
• Equipment at venues is of variable quality which
  means that musicians tend to take their own gear
  which up to now has been based on bulky, heavy,
  traditional technology or they make do with the
  venues gear and suffer the potential
  consequences to their reputation.
• Our new, patented active PA system has high
  power and superb clarity, performing at least as
  good as Brand X (the benchmark competitor).
• BUT weighing in at only 10lbs per speaker means
  that the whole system can be carried in a small
  bag in the back of a saloon car rather than a
  van.

The PAIN
Differentiator
The benefit
7
Core Proposition

• Target market
• Who you are looking for
• What pain they feel
• What they will be search for
• What you offer
• BUT in their eyes
• How this solves their pain

You then use this Core Proposition in ALL of your
marketing communications
8
Product Positioning Exercise

• Exercise

9
The Marketing Plan

• Objectives
• Quantified
• Analysis of past performance
• State the Value proposition and the benefits that
  accrue
• Identify the target market
• Brand identity and Niche
• 5-10 marketing tactics
• That worked
• That you want to try
• With expected outcome
• Set a budget
• Example

10
The Marketing Calendar

• Drives your whole commercial activity
• Set it up
• Stick to it
• Monitor what meetings you generate
• By activity
• Use Landing Pages to track website traffic from
• Emails
• Postcards
• Other
• Example Marketing Calendar

11
Some great marketing ideas that work
12
Free Marketing Audit

• Takes 5-10 minutes
• Go with you first thought
• Be honest and try not to mark everything in the
  middle!
• Will identify areas for improvement
• Example of output

13

• Thank you!

To download all the materials from this
seminar, visit the Snap Marketing Blog or follow
this link http//www.snap-marketing.co.uk/blog/mar
keting/business-expo-download-materials/
Find us at www.snap-marketing.co.uk