Event: How to develop a marketing plan ...

MarketingSpot 22 posts since
Jan 12, 2009

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15. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:22 PM

in response to: caffeinated

I have a complete, free version of my DIY Marketing Workshop available on my
blog. It includes audio/visual slide presentations along with downloadable pdf
worksheets. It can be found here: http://themarketingspot.blogspot.com/2008/11/build-your-marketing-plan.html

Warning: it is not a traditional marketing plan it that it does not lay out a
template for budgets and creating ads. However, using this plan will have
greater impact because it's based on you and the brand hiding in your passion.
If you complete all the worksheets in the program, I will review them for you
at no charge. However, advice and ongoing consultation would require an
investment. You might complete the program and then take the materials to a
local SCORE office for more advice.

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furnace 3 posts since
Jan 29, 2009

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16. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:27 PM

I joined a BNI recently and despite the startup costs ($430+) I believe it will be an effective marketing tool... effectively having additional sales people out there looking to refer me out to their clients or acquantances... to date the results are mixed and a lot of committment and reciprocal referrals are required.

What is your opinion of the BNI model?

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MarketingSpot 22 posts since
Jan 12, 2009

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17. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:30 PM

The most powerful form of marketing is often said to be word of mouth. If you
believe that to be true, and you should, then it's time for you to integrate
word of mouth into your marketing plan. It's easier than you think. First decide
what you want people to talk about (based on your brand) then give them the
opportunity to talk about it.

Some effective means of getting customers to talk about you are:

Getting customer feedback through surveys and interviews
Cultivating your customer by giving them important information and
resources
Creating buzz by enlisting community leaders to try your product
Building customer communities such as user groups
Sample your product
Get involved with a cause

Two excellent books on the subject are:

Creating
Customer Evangelists

The
Secrets of Word of Mouth Marketing

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SBOCTeam 328 posts since
Jul 27, 2007

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18. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:32 PM

Community,

We're have way through the event with Jay. Get those questions in before our time with Jay runs out.

Remember to refresh your browsers often to see the latest response.

The SBOC Team

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MarketingSpot 22 posts since
Jan 12, 2009

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19. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:33 PM

in response to: tashmaxx

I cannot recommend specific strategies without knowing your complete brand
picture and your buyer persona. Will you be marketing locally or nationally? If
national, then I recommend you set up a blog and begin posting regularly. I
recommend WordPress, which can be easily
integrated into your website. It will greatly increase your presence on search
engines and draw traffic to your site.

If you are marketing locally then I might suggest direct mail, probably
postcards. But don't use the mail as a sales piece. Use it as the first step to
encourage the potential customer to learn more. Create a landing page on your
website specifically for this postcard. Locally you also might want to volunteer
to speak at local civic organizations frequented by bankers and attorneys.

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MarketingSpot 22 posts since
Jan 12, 2009

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20. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:37 PM

in response to: TheDapperTie

I do not recommend running ads on websites as they rarely give good return on
investment. Instead I recommend you create a video blog with tie tips. For
example: How to tie a bow tie, how to tie various knots, how to match tie color
with shirt color, patterns or solids? Post a different video tip each week.

Then I would engage in a social network frequented by professionals who wear
ties. Those will be difficult to find, but create a description of your ideal
customer persona and discover where they like to hang out on the web. This will
create interest and traffic for your blog. It may also create word of mouth on
the web.
Check out the Trunk Club blog for some ideas on how to implement: http://thetrunkclub.wordpress.com/

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MarketingSpot 22 posts since
Jan 12, 2009

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21. Advertising and Promotion Jan 29, 2009 2:42 PM

So what about advertising and how it fits into a marketing plan?
Surprisingly, you may not need to advertise as much as you think you do; and
possibly not at all. If you have built a strong brand identity and deliver a
remarkable customer experience, business promotion will take care of itself.
Customer loyalty, and thus repeat business, will increase. Word of mouth and
conversation will replace your need for a advertising budget.

However, if you feel like you do need to advertise, think message first,
tactics second. Create a message and courts the customer rather than clubbing
them over the head. Reveal personal and intimate traits of your business, don't
sell in your advertising.
To help you build your message use this resource: Courting
Customers

To help decide where to advertise (traditional) see the Media
Sporter Matrix

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MarketingSpot 22 posts since
Jan 12, 2009

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22. Clarifying Brand Identity Jan 29, 2009 2:45 PM

in response to: BartlettsFarm

Your brand identity seems a little cloudy and needs clarifying. Seems like
you have a lot of different products and services which makes it a little
difficult for customers to decide exactly what you are. I recommend focusing
your brand on one area of your business, even if you continue to offer many
different products, services, channels.

Trying to be all things to everyone means being nothing of value to any one.
Stand for one thing. What is that? Follow your passion for the answer. To help
you clarify your brand identity, here are some free resources from my blog:
http://themarketingspot.blogspot.com/2008/07/brand-promise.html

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

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MarketingSpot 22 posts since
Jan 12, 2009

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23. Marketing to Realtors Jan 29, 2009 2:52 PM

in response to: furnace

You are on the right path networking with realtors. However, I don't think
asking for testimonials should be your first choice because it seems
self-serving.

Let your website be a resource for realtors rather than a marketing tool. I
would suggest adding a blog to your website and posting articles about common
inspection problems, or even "hidden" inspection problems. then you might
develop an information piece for realtors such as "prepping your listing for
inspection." or "presenting the inspection report to the buyer." Making the
realtor look smarter is a good way to get them to call on you, and depend on
your service.

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MarketingSpot 22 posts since
Jan 12, 2009

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24. The BNI Model Jan 29, 2009 2:56 PM

in response to: furnace

I am opposed to the BNI model because it is based on exchanging "leads."
Customers are treated as a commodity and a lead to be exchanged. That's not what
a customer is. My model is to create value and desire and attract customers to
you. Rather than you trying to sell someone on your services, think of how you
can create enough value that potential customers will seek you out.

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furnace 3 posts since
Jan 29, 2009

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25. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 2:56 PM

in response to: MarketingSpot

I recently donated my inspection services to a charitable cause (soup kitchen, shelter etc... outfit) to inspect their existing properties and potential acquisitions... while it is not a money maker for me, I see some potential for my associates (contractors). Now it is going well and I believe it will pay dividends for my business down the road..

how can i best take advantage of portraying what I did with out patting myself on the back too much?

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MarketingSpot 22 posts since
Jan 12, 2009

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26. Donating to a Cause Jan 29, 2009 3:01 PM

in response to: furnace

The best way to take advantage your donation is to not take advantage of it.
Do it from the heart and selflessly. Make sure you are either passionate about
the cause or it is aligned with your brand. If you donate to a cause without
expectation of return, the return will come. People will sense your
sincerity.

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MarketingSpot 22 posts since
Jan 12, 2009

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27. Wrap Up: Build Your Marketing Plan Jan 29, 2009 3:07 PM

Marketing plans are too complicated and focus too much on tactics. Start by
answering the "Who?" and "Why?" questions: Who you are, and Why you exist. Then,
I encourage you to simplify your marketing plan and focus on four primary areas:
Branding, Experience, Conversation and Promotion. This is The
Marketing Circle of Life for small businesses.

I have a complete free series posted on my blog on how to build your plan: Build
Your Marketing Plan. Please feel free to contact me if you have any
questions about the information I posted on this forum today.

Thanks to Bank of America for the forum an this great small business
resource. Power
to the Small Business!

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SBOCTeam 328 posts since
Jul 27, 2007

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28. Re: Event January 29: How to develop a marketing plan Jan 29, 2009 3:16 PM

Jay, thanks again for your time today and your professional responses! We hope to see you back either as a guest expert or as a Community member participant.

Community, although our event with Jay has concluded, please feel free to discuss his responses amongst yourselves and implement them in your small business situation.

For more information on Jay and The Marketing Spot, visit http://www.themarketingspot.com

The SBOC Team

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