Small Business Summit 2010 - Roanne Parker's presentati

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Small Business Summit 2010 Roanne Parker, Jericho

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Take home today Comfort Inspiration Determination

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Digital drives Opinion, Opinion drives Sales

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Things I learnt Be realistic, about the time you have your skills money Stand up to doubters as long as you know you are on the right track but if you pay for good advice, don’t ignore it Be cheeky – ask! for the opportunity for the order for the exit

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Things I learnt See the picture or don’t start Have a story and talk it up Plan for the size you want to be Be careful to select great advisors; once you have paid for advice, follow it! Build with the end in mind Revisit as you go to make sure you are getting what you want, especially if what you want may change!

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Thing I learnt If you want it, build it But if you cant beat them, join them Partnerships can be better Get out amongst it Create the credibility/expert your clients need Get really great people, and that doesn’t mean people just like you Stay focused - do what you need to make sure you do!

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The End Goal Make sure you are going to get what you deserve on the way –salary – equity –lifestyle or Start to dream about getting out before you even get in The first deal might be the best one (or it might not)

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Marketing Shortcuts to Big Delusions of Grandeur Use other ‘people’s’ money- co-promotions they pay for use the tactics that workcopy their wins, not their mistakes – if it didn’t work for them it’s ‘less’ likely to work for you Use other ‘people’s’ credibility- what can you do to look like them? reviews and testimonials video users – show works better than tell

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Dear Mr. Jesudason, I have been prompted to write by the TV advertisements you are running presently which feature business people talking about the ways in which they use your services. In all cases but one, the business featured is unknown to me……., …. a company like ours would be more beneficial to use in your campaign. Hire A Hubby is a young but rapidly growing home maintenance business, operating from Whangerei to Invercargill. The growth of Hire A Hubby is well managed and we will be the largest specialty maintenance company in New Zealand within two years. We presently have 10 “on the road” crew who have easy to recognise signwritten vehicles, uniforms and are extremely customer focussed, with a “shoes off at the door” respect for peoples homes. This number will grow to 200 within four years. ….0 800 A HUBBY phone number to our Head Office …three lines, … Call Minder and Call Diversion daily, … fax/modem connection. All of our guys have Telecom mobile phones and pagers, ……..Telecom paging network…. connected to the internet via Xtra. I made it easy to say yes to me - I was no brainer.

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Marketing Shortcuts Illusions of Grandeur Telecom LetterTVNZ Use other ‘people’s’ money Use other ‘people’s’ credibilityTelecom‘Maggie’

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Since I had virtually no money to spend on advertising, I had to use someone else’s. In 8 months we did: Johnson & Johnson – national in supermarkets Lion Breweries – beer competitions Garden World –Win a Hubby for a year Sunday Star Times (enjoy your Sunday - win a hubby with a subscriptions) New idea, Woman’s Weekly, Next magazine, Franchise NZ, radio competitions, and we sold sponsorship on our guy’s Polo shirts. Telecom TVNZ

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Your Facebook Profile Local classified advertising. Deals with local businesses, estate agents, hardware stores Contras with local news and radio outlets. left brochures in waiting rooms everywhere. ALWAYS left their trailers on the busiest spot they could whilst at a job. We letterboxed thousands of $5 off vouchers in the surrounding letterboxes. Refunded $5 notes for more effect Took trailers to every local event and parked it conspicuously. Wore their UNIFORMS everywhere – even the supermarket Backed up by local advertising

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Don’t Disappoint Like your mum taught you – use your best manners Spread the word, and then back it up Customer service = customer experience Get phone enquires phoned to you even if you have to pay a bit more, and RING back NOW! Do EXACTLY what you say you will do. then ALWAYS say thanks but …..

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Stressful times Once you are having an argument, you’ve already lost. No one says ‘ thanks, your shouting has enlightened me and now I see things your way’. Be open to feedback – you’ll get it anyway Empower (force, bribe, pay) your people to respond and be honest. People Don’t Expect Your Company to be Perfect. They Expect You to Provide Solutions!

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Get out there More people in self-employment, so you are not on your own in your quest for visibility. Because service businesses gain clients through recommendations and networking, personal is vital Building the profile of your business means getting in front of people. Getting out of the office is non-negotiable. At night you should building your social media profile: plan it all with the end goal blog is the content white papers, tutorials, industry mags, seminars twitter, linked in, facebook, email, SEO for your websitegroups on all those + email function

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Take Aways Are you sharable? Create a community through genuine, passionate content, ‘learn together’ Email & social is great as it’s affordable and it’s where your audience is Identify barriers to purchase and address those barriers, not change the product Aim high and you may reach more than one goal

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Find me Twitter: @roanne1 Blog: Blog.jericho.co.nz Web: jericho.co.nz roanne@jericho.co.nz

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Thank you Roanne Parker, Jericho