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28 Replies Last post: Jan 29, 2009 3:16 PM by SBOCTeam

Mar 12, 2009 11:36 AM

SBOCTeam 328 posts since
Jul 27, 2007

Before the tactics, you need a plan. It's not a long document of marketing super secrets. A small business marketing plan should be a concise document that will serve as your guide for all future marketing activities. It includes four essential spots: Branding, Experience, Conversation and Promotion

Jay Ehret, President of The Marketing Spot, coaches, teaches, consults with locally owned businesses. He also conducts workshops and seminars to empower small businesses to market more effectively. For more information on Jay and The Marketing Spot, visit http://www.themarketingspot.com

Jay can answer questions such as:

Where do I even start marketing?
What are the things I should add to, or eliminate from, my marketing plan?
What are some tips and best practices?
How do I tie the elements together into a cohesive force?

Post your question for Jay here and then check back on January 29th at 2:00PM EST, or any time thereafter for his reply. You can post a question any time during the event hour. However, he may not have a chance to answer all of them.

Tags: best_technique, entrepreneur, home_based_business, internet_commerce, marketing, small_business, tips, developing_a_market_plan, market_plan, marketing_plan, create_a_marketing_plan, creating_a_marketing_plan, jay_ehret, the_marketing_spot, marketing_spot, waco_texas, waco, blog, empower, empower_small_businesses, market, starting_a_business, ecommerce Report as inappropriate

SOHOguru 22 posts since
Dec 6, 2008

1. Re: Event January 29: Developing a marketing plan Jan 13, 2009 10:43 AM

We are looking to promote a new line of car batteries and car battery products sold online at http://www.ProCircuitProducts.com. Since this is a niche market with many established competitors, we are looking for fresh ideas for branding and marketing. Our testing shows that the Pro Circuit Products Battery is superior in cold-cranking situations than most of the major brands. We have done press releases, posted on several social networking sites that run articles, and are entering a marketing relationship on Shopzilla, Google and other shopping networks.

We feel somewhat organized in the marketing plan, but given the niche market that these products are in and the competitive online community, we are looking for other things we could possibly be doing to add to an established plan of action.

We look forward to the event.

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PitCrew 11 posts since
Dec 23, 2008

2. Re: Event January 29: How to develop a marketing plan Jan 14, 2009 10:22 AM

How do Blogs and Social Networks like FaceBook, Linkedin, Twitters etc fit into a Marketing Plan.

We've recently added Online Marketing to our Marketing Strategy. Can you comment and suggest strategies on how Blogs, and Social Networks like FaceBook, Linkedin, Twitters etc fit into a Marketing plan.

We are an Auto Repair business. We are located at 910 N Bascom Ave, at the Chevron Gas Station corner of Bascom and Hedding in San Jose, CA. We invite you to learn more about us at http://womenautoknow,net or http://pitcrewautocare.com

I look forward to the event.

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caffeinated 176 posts since
Apr 29, 2008

3. Re: Event January 29: How to develop a marketing plan Jan 15, 2009 3:56 PM

Hi Jay,

Can you recommend any free resources that may be available when beginning my marketing plan? A template I could follow? Someone to review it?

Thanks,

caffeinated

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tashmaxx 4 posts since
Sep 17, 2008

4. Re: Event January 29: How to develop a marketing plan Jan 15, 2009 9:02 PM

Hi Jay! My husband and I will be starting a process server(Legal Document Assistants) business come 2010. We are using this year to prepare, research, and write our business plan so we get a good start. We will began with minor clients such as collection agencies, banks, etc....we don't want to get into legal docs for the court or residential yet until we've had more experience. We are also beginning this out of our home. My brother 'n law has his own business setting up websites so we will have that setup.

What other type of marketing strategies do you recommend?
We have thought of Fliers, cold calls, etc..

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TheDapperTie 1 posts since
Jan 23, 2009

5. Re: Event January 29: How to develop a marketing plan Jan 23, 2009 1:45 PM

Hi Jay,

I have launched an online store called the "TheDapperTie.com". As the name indicates, most if not all the neckties featured on my website will be of fine quality and also very appealing.

In regards to marketing, I have started off with family, friends, and colleagues. I also was going in the direction of online auction, but from my experience this seems to be very time consuming not to mention it is very hard to reach my target audience. I want to start running ads on websites to increase sales. I want to go in the right direction and not waste time and money. Any ideas??

Thanks,
Philip Baldwin

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SBOCTeam 328 posts since
Jul 27, 2007

6. Re: Event January 29: How to develop a marketing plan Jan 28, 2009 10:20 AM

Hello Community,

Jay Ehret from The Marketing Spot is joining the SBOC tomorrow January 29th @ 2PM EST. To ensure Jay has time to respond within the hour he's with us, ask your question today and then check back for his response.

Don't be shy!

The SBOC Team

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BartlettsFarm 1 posts since
Jan 28, 2009

7. Re: Event January 29: How to develop a marketing plan Jan 28, 2009 2:24 PM

in response to: SBOCTeam

Jay
We are a Farm Market and Nursery/Greenhouse business in a very seasonal resort community. We produce/grow and sell products both wholesale and retail, we purchase Grocery and gift products for resale, we have a commercial kitchen where we produce and resell products. When i sat down to begin to think about a marketing plan it became very difficult to develop a message that was relevant to all areas of the business. The levels of competition, customer types, strengths and weakness were all very different among the different business entities within the business. any advice on how to simplify the process based on our business model.
Thanks

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SBOCTeam 328 posts since
Jul 27, 2007

8. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 9:50 AM

Hello Community,

Jay Ehret from The Marketing Spot is joining the SBOC today @ 2PM EST. To ensure Jay has time to respond within the hour he's with us, ask your question now and then check back for his response.

Attention power users! Lead by example and ask a question on behalf of the Community. Others will follow your lead.

The SBOC Team

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SBOCTeam 328 posts since
Jul 27, 2007

9. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:01 PM

Community,

Please join us in welcoming Jay Ehret from The Marketing Spot. Jay will posting as MarketingSpot.

Jay, take it away!

The SBOC Team

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MarketingSpot 22 posts since
Jan 12, 2009

10. Re: Event January 29: Developing a marketing plan Jan 29, 2009 2:07 PM

in response to: SOHOguru

I don't get a sense of what your brand is about when I arrive at your
website. My recommendation it so build a brand identity that has meaning. What
is Pro Circuit? Right now, it's just a place that sells stuff. You are looking
to build a psychological/emotional relationship with customers and positional
customers. When I arrive at your website, I should be able to form an opinion
about Pro Circuit.

So first, develop your brand promise: What you promise to deliver beyond the
products you sell. Next create a signature (tagline) that communicates your
brand promise. Taglines are your best brand communication tool, if done right.
Example: "You are now free to move about the country." And "The Few. The Proud.
The Marines" But your tagline must be based on your brand promise. And that's
the tough part.
Here are some resources to help you develop a brand promise and a signature:
http://themarketingspot.blogspot.com/2008/07/brand-promise.html

http://themarketingspot.blogspot.com/2008/07/marketing-plan-tagline.html

http://themarketingspot.blogspot.com/2008/07/great-tagline-is-your-best-brand.html

http://themarketingspot.blogspot.com/2008/12/you-dont-need-tagline-you-need-good.html

As far as specific tactics. It would be premature for me to recommend any
until you develop a brand identity. But given your product mix, I might suggest
you consider integrating video into your website with product
demonstrations.

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MarketingSpot 22 posts since
Jan 12, 2009

11. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:11 PM

Marketing plans are typically thought of as documents. While it's good to
have your plan written out, traditional marketing plans focus on the wrong
questions. In building your marketing plan you want to avoid the product focused
questions of "What?" & "How?" For example What are we trying to accomplish
and how are we going to do it?

Instead, answer the "Who?" & "Why?" questions. Who are you, and why do
you exist? These questions form the foundation of your brand identity. I know it
sounds strange, because as an entrepreneur, you want a list of actions to
follow. But the actions will become self-evident as you answer your identity
questions.
Get more information here: http://themarketingspot.blogspot.com/2008/12/growth-strategy-2009.html

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MarketingSpot 22 posts since
Jan 12, 2009

12. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:13 PM

in response to: PitCrew

The purpose of social networks in a marketing plan is to engage customers.
Use tools like Facebook, Twitter, MySpace, Ning only if you want to have ongoing
dialogue with customers. These are not marketing tools, but relationship tools.

Whether or not you use these tools depends on the nature of your relationship
with customers. Use these tools: if customers are passionate about a product or
a business and like to sound off about it, if customers feel like they are part
of your customer community and want to interact with each other, if customers
want to have dialogue with you.
Blogs are used to establish credibility and build authority. You can also use
blogs to deliver consistent advice or information about your business and how to
use your product. Yes, customers can comment on blogs, but most will not. Use
blogs to create value and establish authority.
Here is some information on starting a social media program: http://themarketingspot.blogspot.com/2009/01/starting-social-media-program.html

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furnace 3 posts since
Jan 29, 2009

13. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:20 PM

in response to: MarketingSpot

Jay,

I am a home inspector... inspecting properties largely for the buyer prior to purchase.

In respect to the social networking tools... we've experimented and a large portion of our business comes from real estate agent referrals. Networking with agents and brokers online as well as in the field seems practical.

So in certain situations, like ours it can make sense?

Jeff
Campbell Property Inspections
www.MainesHomeInspector.com

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MarketingSpot 22 posts since
Jan 12, 2009

14. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:19 PM

After branding, the most important piece of your marketing plan is mapping
out the customer experience. The customer's experience is the number one
determinant of whether or not that customer will do business with you again. Not
your product, not your price, not your service: The experience.

So take time to map out a remarkable customer experience injecting key "magic
spots" at critical points. Magic spots are those memorable moments that
customers can recall later on and tell their friends about.
For more information on mapping out a remarkable customer experience:
http://themarketingspot.blogspot.com/2008/07/customer-experience-theme.html

http://themarketingspot.blogspot.com/2008/07/customer-experience-map.html

http://themarketingspot.blogspot.com/2008/01/remarkable-customer-experience-power-to.html

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