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By: MJPage (42 month(s) ago)

Excellent and detailed presentation about Marketing!

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Marketing for Small Businesses: 

Marketing for Small Businesses

Why Are You in Business?: 

Why Are You in Business?

What is a Mission Statement?: 

What is a Mission Statement? A brief, clear statement which describes the purpose, key strengths, target customers, and long-term goals of your business.

UCLA Police Department: 

UCLA Police Department The University of California Police Department at Los Angeles is a leader in providing progressive law enforcement services to a culturally diverse urban campus and its surrounding community. We actively foster a safe environment by maintaining a high state of readiness, cultivating com- munity partnerships, and creating innovative community programs.

American Youth Soccer Org.: 

American Youth Soccer Org. THE AYSO MISSION IS: To develop and deliver quality youth soccer programs which promote a fun, family environment based on our philosophies: Everyone Plays Balanced Teams Open Registration Positive Coaching Good Sportsmanship

A Mission Statement Can Be...: 

A Mission Statement Can Be... A declaration of the company’s top priorities A motivator for employees A pledge to customers A starting point for developing company goals A point of reference for marketing strategies

Develop a Mission Statement: 

Develop a Mission Statement The mission of (your company name) is to ...

Where to Use It: 

Where to Use It Post it in the store Employee training Invoices Flyers Business cards

Marketing: 

Marketing

What is Marketing?: 

What is Marketing? “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” -American Marketing Association

What Exactly Does That Mean?: 

What Exactly Does That Mean? Marketing is... All the actions you & your employees take that promote the sale of your products. Building good relationships with your customers.

What Exactly Does That Mean?: 

What Exactly Does That Mean? The Company Name Company Goals Location Pricing Packaging Promotional Activities Advertising Sales Techniques Business Cards Employee Uniforms

The Goal of Marketing: 

The Goal of Marketing To present your products/services to the market in a way that makes them more attractive than the products/services of Your competitors.

Market Assessment: 

Market Assessment Who are your customers? Who are you advertising to? Ask yourself some questions!

Primary Research: 

Primary Research Three Main Types of Information Geographic area Level of unfulfilled demand Competitive structure of the market

Geographic Area: 

Geographic Area How many people live in the targeted market area? Who are the likely customers? Where do they live? What are their demographics?

Level of Unfulfilled Demand: 

Level of Unfulfilled Demand How much do potential customers use/consume? Is their use seasonal? What price are they paying for high-quality products? Are customers adequately served?

Competitive Structure of the Market: 

Competitive Structure of the Market Who is the competition? Are their products/services substitutes or alternatives? What marketing strategies does the competition use? Are the customers happy with their purchases?

If They Are Adequately Served: 

If They Are Adequately Served Can a new business steal market share from competitors? What must be done for this to occur? Can the quantity purchased by consumers be increased by providing a higher quality than is currently available?

If They Are Adequately Served: 

If They Are Adequately Served Are consumers currently buying a particular brand or type? If yes, what is it? Why are they buying it? Will the business have products at a time when little else (substitutes or alternatives) is offered for sale?

If They Are Not Adequately Served: 

If They Are Not Adequately Served Why is there unmet demand? What level of quality or quantity must be met to meet the unfulfilled demand of customers? How must the product be prepared, packaged, and marketed? What costs will be incurred?

The Marketing Budget: 

The Marketing Budget

The Marketing Budget: 

The Marketing Budget The budget is usually based on: Company Goals Percentage of Sales Industry Averages Forecasting Companies usually spend between 1-5% of the previous year’s sales

The Marketing Budget: 

The Marketing Budget Includes items such as: Marketing Personnel Marketing Training Market Research Market Development Promotions

The Promotions Budget: 

The Promotions Budget Advertisements Catalogs Direct Mailings Sampling Sponsorships Trade Show Fees Giveaway Items

Budgets: 

Budgets They are only guides. They are not set in stone. They can be adjusted.

Building Customer Traffic: 

Building Customer Traffic

Building Customer Traffic: 

Building Customer Traffic “My customers love what I have, I just don’t get enough customers in the store.” It is easier to buy merchandise for your store than to get customers to buy it from your store!

Factors Within Your Control: 

Factors Within Your Control Competition Location Reputation Merchandising Marketing www.immresource.com

Factors Outside Your Control: 

Factors Outside Your Control Floods Hurricanes Major Catastrophes There is NOTHING else!! www.immresource.com

Types of Advertising: 

Types of Advertising

Newspaper: 

Newspaper Advantages Broad mkt coverage Immediate Short lead time Flexible ad size Visibility of product Color Use of coupons People believe what they read! Disadvantages Inconsistent reproduction One day life span Limited demographics “Lost in the Crowd” Lack of movement & sound

Radio: 

Radio Advantages Demographic selection High frequency Immediate Sound reinforcement Quick flexibility Disadvantages Restrictive message length Need for repetition Short recall factor Cluttered placement

Television: 

Television Advantages Use of sight, sound, motion, & color Mass coverage Immediate Demographic selection Disadvantages Short exposure Expensive production Expensive to air Cluttered placement Viewing time drops as income increases

Direct Mail: 

Direct Mail Advantages Demographic selection Unlimited message length Consistent reproduction Direct response by order or coupon Disadvantages Expensive Difficult to obtain “pure” mailing lists Long lead time Negative reaction to junk mail

Outdoor: 

Outdoor Advantages Reaches large audience Long-term exposure Color & graphics Forms include billboards, posters, illuminated signs, moving vehicle signs, bench ads Disadvantages Limited message length Expensive to produce & place Difficult to obtain the best locations Legal restrictions for use

EXPERIENCES?: 

EXPERIENCES?

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Coupons Contests Gifts Frequent Buyer Programs Exclusive Offerings Events & Sponsorships Giveaways New Customer Offers www.businesstown.com

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Coupons Quick & Dirty Print Advertising Direct Mail Campaigns Hand Them Out Best Customers Next Purchase

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Contests Infuse it with FUN Wacky & Crazy Really talk it up Good Prize Generate Media Coverage

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Gifts People love anything if it is FREE!! Buy Expensive Item & get free item Cosmetics Industry

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Frequent Buyer Programs Build loyal clientele Customer Card Free or Reduced Price Product Discount Card for Regular Customers

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Exclusive Offerings Inspire excitement & loyalty Purchase & preview of new merchandise Offer a discount

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Events & Sponsorships Host a celebrity appearance Host a charity fundraiser Introduces new customers Creates goodwill Free media coverage Little League Teams

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget Giveaways B2B - small gifts when you call on them B2C Service - free trial, free estimate B2C Retail - novelty items to build traffic & interest

Marketing Tricks on a Budget: 

Marketing Tricks on a Budget New Customer Offers Discounted Prices Freebies Free Consultation

Things You Have Done: 

Things You Have Done

Merchandising: 

Merchandising

Merchandising: 

“You Never Get a Second Chance to Make a First Impression” Merchandising

Image: 

Image The overall look of a store The series of mental pictures and feelings The foundation of all retailing efforts The ability to stand out from the competition and be remembered

Image Makers: 

Image Makers An identifiable store name A powerful visual trademark An unmistakable storefront An inviting entrance

Identifiable Store Name: 

Identifiable Store Name Sets the tone and provides the store’s ID Conjures images in the consumer’s mind Consistent with both the product mix and store atmosphere Easy to say and remember Unlikely to sound dated

Powerful Visual Trademark: 

Powerful Visual Trademark Provides a visual image for recall of the store name Should be identifiable in theabsence of the store name Should be professional and well designed Should perpetuate the store image

Unmistakable Storefront: 

Unmistakable Storefront Should project a welcoming, clear, and concise image of what’s in the store Pay particular attention to: Exterior architecture Store sign Display windows Customer’s vantage point

The Store Entrance: 

The Store Entrance The barrier between the inside and outside of the store Should appear comfortable and welcoming Obstacle courses, visual clutter, and “Do Not” signs are turn-offs Make it appealing to both seekers and browsers

Through a Customer’s Eyes: 

Through a Customer’s Eyes

Through a Customer’s Eyes: 

Through a Customer’s Eyes Take snapshots Storefront to the Bathroom Displays Check-Out Area Aisle Ways

Through a Customer’s Eyes: 

Through a Customer’s Eyes Specific things to look for: Storefront Window presentation First impression Planning the trip through the store Graphics program Point of purchase/cash desk Send them packing www.retailernews.com

Windows & Displays: 

Windows & Displays

Window Displays: 

Window Displays “There is tremendous response to a product if it is marketed in the window.” Frank Verkaik Retail Merchandising Design New York

Where to Find Display Props: 

Where to Find Display Props Flea Markets & Garage Sales Hardware Stores Antique Stores Specialty Stores Display Houses Artists

Tips From the Experts: 

Tips From the Experts Create a dialogue Tell a story Simple - not cluttered Display in 3-D space Change it frequently Be creative Keep it clean Pay attention to other windows Pay attention to your mannequins www.newhope.com

Customer Service: 

Customer Service

What is Customer Service?: 

What is Customer Service? “The ability of an organization to constantly and consistently give the customer what they want and need.” -The ACA Group

Slide65: 

Top 10 Things Every Customer Wants

Things Every Customer Wants: 

Things Every Customer Wants They want it to cost less money, even if it's already value-priced. They want to it act faster /immediately. They want it to come to them or be delivered. They want it to be replenished/updated/up-graded/replaced automatically and consistently. They want it even before they know it's available or that they even need/want it.

Things Every Customer Wants: 

Things Every Customer Wants They want it pre-customized to fit their unique needs. They want it to come pre-assembled and ready to run; no instructions or thinking needed. They want to be able to return it with no hassle; a solid/flexible guarantee. They want it to work perfectly and beyond all expectations. They want to feel good about using it and being a customer of yours.

Slide68: 

Customer Complaints

Complaints Welcome Here: 

Complaints Welcome Here Average customer with a complaint will tell 10 people – 13% tell more than 20 people 70% of complainers will return if their complaint is resolved 95% return if it is resolved quickly

Complaints Welcome Here: 

Complaints Welcome Here For every complaint received, there are 26 unhappy customers who never complain – 6 with serious problems If a store gets 5 complaints a week, there are as many as 130 dissatisfied former customers out there with unresolved problems. Source : Technical Assistance Research Programs Institute

Resolving Customer Complaints: 

Resolving Customer Complaints You’re the one Show you are concerned Stay calm Be sure that you understand the complaint Solve the problem Make the customer feel that their complaint has been addressed

Complaints Welcome Here: 

Complaints Welcome Here "Those who buy, support me. Those who come to flatter, please me. Those who complain teach me how I may please others so they will buy. The only ones who hurt me are those who are displeased but do not complain. They refuse me permission to correct my errors and thus improve my service." -Marshall Fields

Slide73: 

Customer Service Myths

The Customer Is Always Right: 

The Customer Is Always Right WRONG! You know more about your products and services than 90% of our customers can ever expect to understand. The customer seldom understands their needs as well as a salesperson might.

The Customer Is #1: 

The Customer Is #1 WRONG! Your employees are #1. If you believe that your employees are not the most important people who step through the doors of your business each day, you are in trouble. If you are not letting your employees know that they are #1, you are doomed to failure

Know What The Customer Wants And Give It To Them: 

Know What The Customer Wants And Give It To Them WRONG! Quality customer service is under-standing the customer’s expectations and then gaining a reputation for not only meeting these expectations, but exceeding them.

Our Mission Is To Make A Profit: 

Our Mission Is To Make A Profit WRONG! Your mission should be to grow and survive. Profits are like food. We need them to live, but they are not our reason for living. Making a profit is far too shallow an incentive to be the mission of any organization.

I Need More Satisfied Customers: 

I Need More Satisfied Customers WRONG! Satisfied customers are fickle. They leave too often and for reasons we consider unreasonable. If a customer only feels satisfied, they will likely continue buying from us until a competitor offers a better price. You want missionaries! You want customers that not only shut out compe-titors, but who also bring you more customers with their praise of our services.

Slide79: 

Proven Customer Service Tactics

Fulfill the 6 Basic Needs: 

Fulfill the 6 Basic Needs Fairness Friendliness Understanding Control Options Information

Project a Winning Phone Style: 

Project a Winning Phone Style Smile when talking on the phone Answer the phone within three rings and give an inviting greeting such as, "XYZ Company, how may I help you?” If you need to put a customer on hold, always ask permission and wait for a response.

Deliver More Than You Promise: 

Deliver More Than You Promise A customer wants delivery by 3 p.m. What's the best solution? Guarantee delivery by 4 p.m. and get the delivery there early.

Meet Your Commitments: 

Meet Your Commitments Always return customer calls by the time you promise. Your credibility depends on how well you follow through on your commitments.

Express Empathy: 

Express Empathy Show customers that you're interested in solving their problems. Say things like: "I understand why you feel that way" "I see your point of view” "I'm sorry that happened."

Talk Smart: 

Talk Smart Don't use negative language. Use constructive smart talk instead. Rather than saying "I can't do that," give customers alternatives by telling them what you can do. Focus on the positive.

Go the Extra Mile: 

Go the Extra Mile Offer free valet parking Let customers use your phone Provide free gift wrapping Little things mean a lot!!

Make Eye Contact: 

Make Eye Contact When customers approach you, look them in the eye within the first 10 seconds. If you are busy, look up and tell the approaching customer that you'll be with them shortly.

Roll Out the Red Carpet: 

Roll Out the Red Carpet Treat customers as the most important part of your business. Make them feel needed and wanted by giving them the time, attention and understanding they deserve.

Slide89: 

Proven Customer Service Tactics

Who’s To Blame?: 

Who’s To Blame? Boss? Employees? Both? It must be covered and be a condition of employment!

Ground Rule #1: 

Ground Rule #1 Greet Customers First The minute a customer walks into your store, the sales staff should be the ones to say hello first. It is their job to greet the customer, not the customer’s job to greet the sales staff. The first hello sets the stage for a customer’s experience in your store.

Ground Rule #2: 

Ground Rule #2 Smile Make smiling on the job a condition of employment and grounds for termination. Tell your employees that, when you hire them, “We Smile Here.”

Ground Rule #3: 

Ground Rule #3 Enthusiasm Counts Enthusiasm is a disease – Let’s start an epidemic. How true that is. When a customer brings something to the register to be rung up, tell them that the purchase is pretty, cute, or useful. Let them know you care. When the customer sees, feels, and hears the enthusiasm, you’ll ring up a lot of sales.

Ground Rule #4: 

Ground Rule #4 Don’t Point – Go Show! When possible, WALK with the customer to the area they need. If that becomes impossible, cheerfully direct the person to what they need and give clear, easy, and, most important, friendly directions. Pointing is rude!

Ground Rule #5: 

Ground Rule #5 Please, Thank You, and You’re Welcome These are still the favorite words of all customers. They are the first words a parent teaches a child. What happened?

Ground Rule #6: 

Ground Rule #6 Pretend it’s you Tell your employees that every customer will leave thinking one of two things … “Hey, those guys were great” or “I’m never going back there again.” And if the employees think that’s not their problem, tell them to think again. If the customers don’t come back, they’re out of a job and a paycheck.

Ground Rule #7: 

Ground Rule #7 Go back through Rules 1-6 Print them out and give them to your employees. Post them in your store. You cannot over train your employees or yourself in the ground rules of customer service.

Summary: 

Summary You are already marketers It is not easy or cheap It is one of the keys to SUCCESS!

Materials prepared by Shasta L. Hubbs Marketing Specialists University of Tennessee Agricultural Extension Service Agricultural Development Center: 

Materials prepared by Shasta L. Hubbs Marketing Specialists University of Tennessee Agricultural Extension Service Agricultural Development Center