Small Business Marketing Tactic: Offer A Free Demonstration Of Your Services!

Identify a local store that relates to your service and offer to provide a free demonstration.

For example, a Professional Organizer could contact her local office supply store and offer to host a FREE "Organize Your Office" demonstration. The store benefits because the event increases store traffic AND provides the store an opportunity to sell the products being featured by the Professional Organizer.

In addition to the store's advertising for the event, the organizer should:

1. Personally invite 20-25 local business prospects to attend the event.

2. Offer attendees a discount of your services

3. Invite the local press/media

4. Provide a fish-bowl drawing for a FREE Office Organization to the business card selected

REMEMBER! The business cards in the fishbowl are future prospects!

With the event's success, the Professional Organizer may offer to provide future

demonstrations within the store. In time and continued success, the Professional Organizer should offer to become the local office supply store's spokesperson.

Small Business Marketing Tactic: COUPON! COUPON! COUPON!

Encourage customer loyalty when you provide valued savings to your target audience with these five interesting coupon placement ideas:

1. Include coupons on your website

2. Post coupons on Craigslist.com

3. E-Mail coupons to your customers (encouraging them to "pass it on")

4. Insert coupons into shoppers' bags (offer valid during their next visit)

5. Provide an additional discount to the first 100 customers who enter your store on Saturday morning!

Small Business Marketing Tactic: ALL ABOUT LOVE Newspaper Advertising

A wonderful opportunity exists for you to foster genuine customer appreciation in your local market by incorporating them into your newspaper advertising with these five (5) easy steps:

#1: In November, purchase a full-page ad in the Sunday edition of your local newspaper. Select the Sunday prior to Valentine's Day.

#2: In January, introduce the FREE offer to your customers:

'ALL BECAUSE OF LOVE - include a message of love to the ONE that you love in our full-page Valentine's day ad in the February 8 edition of the newspaper!'

I encourage you to display a sample of how the ad will appear, so your customers may visually see what to expect.

#3: Collect your customer's entries. Encourage them to write their contact information and 20-words-or-less message in ALL CAPs.

Forms to include:

- Customer Name

- Address

- Phone

- E-Mail

- Valentine's Day message of love (20 words or less)

#4: When it comes time to design the ad, simply have the Valentine's Day messages typed into a word document, so your graphic designer may simply insert the copy into the ad design (adding boxes around every message).

#5: E-Mail or Call your customers to remind them 2-3 days before the ad is scheduled to run in the newspaper.

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The promotion may be incorporated into various holidays throughout the year (i.e. Mother's Day, Father's Day, July 4th - tribute to local soldier's serving overseas, etc.).

Small Business Marketing Tactic: Market Yourself As Expert!

Be the expert!

As a small business entrepreneur, you have a great opportunity to market & promote yourself as the expert in your field. As you share your knowledge and experiences to your local market (specifically, your TARGET market), you add value to you and your company's efforts.

How?

1. RESEARCH

Locate the various media outlets in your area that your TARGET market regularly references: local cable network, local newspaper, home association newsletters, suburb newspaper, etc.

2. SHARE YOUR KNOWLEDGE

Many of these outlets need content. Contact them and let them know you are available to:

- appear on the local news as the expert in your field for interviews, commentary, etc

- provide a regular column in the newspaper/newsletter

Example:

As an event planner, you could become the source that viewers & readers rely upon for ideas regarding how they can plan, decorate, & host their informal events, such as a July 4th get together with family & friends:

- creative decoration ideas

- unique food/beverage recipes to consider

- frugal options with flair

- etc.

When you promote yourself as the expert, another window of opportunity is sure to open within your small business marketing mix!

Small Business Marketing Tactic: 3 Easy Marketing Lessons!

Lesson #1: Consumer Marketing

Know Your Customer

"Our customers are folks who live paycheck to paycheck." - Wal-Mart CEO

Lesson#2: Clear Mission

Make sure your mission Is clear for EVERYONE to understand.

"Saving people money so they can live better." - Wal-Mart CEO

Lesson #3: Consistent Message

All of your marketing messages must clearly communicate the benefit to your target audience:

"Christmas costs less at Wal-Mart."

Source:

http://contentmarketingtoday.com/2008/11/19/3-small-business-marketing-lessons-you-can-learn-from-wal-mart/

Small Business Marketing Tactic: Nonverbal Communication of Color

What are your marketing materials communicating?

BROWN: utility, earthiness, subtle richness

RED: aggressive, passion, strength, vitality

ORANGE (in moderation): fun, cheeriness, warm, exuberance, sunshine (warm sunrise/sunset)

YELLOW: optimistic, motivated, creative, energy, cheerful, easygoing

BLUE: authority, dignity, security, faithfulness, responsible

PURPLE: sophistication, spirituality, royalty, mystery

GREEN: tranquility, health, freshness, soothing, status&weath (dark green)

PINK: femininity, innocence, softness, health

WHITE: purity, truthfulness, refined, sterile

GRAY: somberness, practicality, conservative

BLACK: seriousness, boldness, classic, drama

Small Business Marketing Tactic: The Power of a CLASSIFIED AD Example

A GREAT EXAMPLE!

"Fast, efficient electrical work. Certified electricians with references. FREE estimates. Call 555-1212. All work fully guaranteed."

After the ad ran six times, he had to pull it because he couldn't handle all of the business it generated.

*The Guerrilla Marketing Handbook (Jay Levinson & Seth Godin)

copyrighy 1994 by Jay Conrad Levinson and Seth Godin Productions

Small Business Marketing Tactic: Identify The Benefits

Consumers make purchases based upon what the products and services will do for them - BENEFITS!

So, focus your efforts on the BENEFITS you and your business provide your patrons:

1. write down the many features that describe your products/services

2. after every feature, identify the specific benefit by adding the words "so you..."

You can now use these true benefits (not features) in all your marketing communications.

Small Business Marketing Tactic: Focus on Existing Customers!

In an economic time when many companies discover that finding new customers can become very expensive, what's a small business to do in an economy when every dollar earned needs to be used to its best capability?

Invest the time and resources into targeting your current customer base.

Build and promote a customer loyalty program that rewards YOUR customers with:

- coupons,

- add-on incentives,

- invitation only SALES only available "before" or "after" open-for-business hours,

- a genuine THANK YOU!

Much success has been experience by small business owners, who have provided their valued consumers with reasons to return.

Small Business Marketing Tactic: Simpler The Better

"We have a tendency to overcomplicate things.

The simpler the better; the simpler the more profound."

- Jim Stengel (Proctor & Gamble, CMO)

Small Business Marketing Tactic: Mine The Value Of Classified Advertising

In today's world of expanding media options, small business owners have a myriad of viable and solid choices to include in their marketing efforts. With the growing number of selections, I strongly recommend that you be sure to keep classified advertising on your radar.

Classified advertising is much more than the black & white copy located toward the back of your local newspaper. Combined with the inexpensive and effective advertising in your local paper, additional opportunities include:

- community newspapers, church newsletters, etc

- trade publications

- trade press and niche publications

- website classifieds: Have you experienced the POWER of www.CRAIGSLIST.com?!

Don't overlook this gem of an opportunity!

Small Business Marketing Tactic: Marketing You Business WITHIN Your Business!

Incorporate the marketing of your business WITHIN your business!

Add your business logo that is left in the customers' hands:

- uniforms (employee shirts)

- retail bags

- business cards/fliers

- mouse pads,

- t-shirts (giveaway to customer)

- etc.

Small Business Marketing Tactic: Local Market Partnerships!

Partnering with a company that shares your target market saves you time and money.

Examples:

* Children's bookstore cross partners with Children's clothing store

* Local pizza restaurant connects with local movie theater.

* Local coffee/tea shop distributes coupons from a local bakery

* Florist provides gratis arrangements to local fine dining restaurant

* Create home services catalog that features your lawn care business along with your neighboring, non-compete businesses such as: dry cleaning, professional painting, carpet/flooring, handyman connection, etc.

Small Business Marketing Tactic: THE GOOD, THE BAD, & THE UGLY

Your customers all have something to say about EVERYTHING. Your job: LISTEN! The good, the bad, & the ugly comments all combine to equip you with knowledge and power to be all you can be to best serve them.

Small Business Marketing Tactic: Coupon Research

Based upon a study by Platform-A and IRI (Information Resources Inc) from 36,000 panelists on trends in consumer couponing, more than 90 million consumers (78% of the retail shoppers) currently use newspaper coupons. One out of four newspaper coupon clippers are at least 65 years old.

Additional stats:

- 40 million consumers would very likely access coupons ONLINE!

- 51% of 18-24 year old shoppers indicate that would very likely use coupons presented to them online

Small Business Marketing Tactic: Persistence - Key To Success

"A stonecutter doesn't expect the first hammer blow to split the rock. Instead, the stonecutter picks a spot on the rock and hammers at it over and over.

In a similar way, a Guerilla Marketers pick a niche and aim for it. Eventually, 'the rock splits' and the niche is occupied and dominated, the marketing goals attained.

Persistence is the key to success."

Jay Conrad Levinson

The Father of Guerilla Marketing

Author: "Guerilla Marketing" series of books

Over 14 million sold; now in 42 languages

www.gmarketing.com

www.guerrillamarketingassociation.com

Total Commitment: Outside Your Walls

Great customer service inside your four walls draws much applause. We used to enjoy the frequent experience; but sadly, something happened in our culture to remove this regular interaction from most businesses, internally and externally.

Beginning with the greeter at the door and continuing to the moment your customers are invited to return, great service with genuine interaction from you and your staff to patrons is HUGE!

Extending your company's quality service outside your business walls, you add strategic leverage that will elevate your opportunity for success. Get involved in your community!

aEngage with local civic organizations

aIncorporate yourself into local events and activities

aConnect your products/services to local market key influencers

Some ideas:

4Community Fundraiser

- create a community event (tie in local organization like Goodwill, American Red Cross, etc.)

- provide free gift bag to walk-a-thon participants

- sponsor church youth group car wash

4Public / Private Schools

- offer free samples or gift bags to principals, teachers, office staff

- provide lunch for staff during summer in-service meetings

- purchase sponsorships for school events

4Local Amateur Sporting Events

- connect with event leaders and offer: beverages, food, apparel

- sponsor a little league team AND show up for practice/games

- volunteer to work the event in exchange for distribution of collateral or signage

- offer patrons a discount when they bring in their event tickets

4Local Fire / Police Stations

- offer free coffee/pastries on specific dates/times of the week

- offer goody bag for firefighters working 24hour shifts (1 week)

- offer a service to the families of firefighters who are working 24hour shift

4Daycares

- provide curriculum, DVDs to facility

- donations to facility (food for staff, used clothes for tots, etc)

- offer coupons/discounts to staff & mothers

4Funeral Homes

- explore opportunities that avoid an overly capitalistic approach

(such as: condolence cards to families you have done business)

Small Business Marketing Tactic: Advertise The Entertaining & Humor!

A recent poll of advertisers & consumers detailed:

~34% of consumers and 41% of

advertisers say entertaining ads are very effective.

~33% of consumers and 32% of

advertisers say funny ads are very effective.

~57% of consumers say they react well to

advertisements that include sales, coupons & discounts!

* LinkedIn Research Network/Harris Poll in June 2009.

Small Business Marketing Tactic: FREE PR!

Here is a list of websites where you can submit your press release for FREE!

* I-Newswire: www.i-newswire.com

* Click Press: http://clickpress.com

* 1888 Press Release: www.1888pressrelease.com

* 24-7 Press Release: www.27-7pressrelease.com

* Exact Release: http://exactrelease.com

* Newswire Today: www.newswiretoday.com/index.php

Though it's not FREE, PR Web may be a very cost efficient platform to consider due to it's reach!

MARKETING PLAN: 7 EASY STEPS TO EFFECTIVENESS!

An effective marketing plan provides you a road map to efficiently lead your company toward the goals on your journey. The established direction equips you with information to strategically develop initiatives and identify tactics to fuel your expedition; and with great reward, it empowers you the ability to get it done.

A MARKETING PLAN MUST BE CLEAR, CONCISE AND SIMPLE

STEP #1: Set the goals/objectives of your marketing.

The marketing goals detail exactly what you expect your results will be at a specific time in the future.

Examples:

"To increase sales revenue by 15% within the next 12 months, by March 31."

"To increase my current customers' buying rates by 15% by June 30."

"To gain one new client by 5:00pm on the last business day of every calendar month."

STEP #2: Identify the customers you plan to target.

Do not attempt to be all things to all people! You must successfully:

a. Recognize your current customers,

b. Identify who your future customers will be.

The pulse of your business is a direct result of your ability to retain and attract customers. Once you know your target audience, you have a huge opportunity and responsibility to reach them.

Who are they?

Are the married? Kids?

What do they drive?

Where do they shop?

Ask them what they want.

Listen for why they buy.

Observe what they actually do.

etc.

Examples:

"Single, working mom of pre-school children"

"Middle & upper income homeowners who have little time to mow their own lawns."

STEP #3: Define the Unique Selling Point

The unique selling point of your business sets you apart from your competition. Identity the specific benefits your customers receive when they buy from YOU. The unique selling point does more than identify what you do, it communicates what you do for your customers. Much more than a simple product feature, the unique selling point is the benefit you provide to your customers.

Exercise:

1. Make a list of all benefits your business provides to your customers.

2. Next, highlight the benefits on your list that are unique to your business versus your direct

competition.

3. Place a checkmark beside the unique benefits that are most important to your customers.

(REMEMBER, you have already identified your customers. If you don't know where to place

your checkmark, ASK THEM!)

4. Circle the checkmarks of those benefits that are most difficult for others in your industry to

copy.

5. Asterick those circled checkmarks that can be easily communicated.

STEP #4: Investigate the TACTICS to use

For many, Step 4 is the most enjoyable part of the plan. After they have invested valuable time studying and researching in order to...

- set goals/objectives,

- identified target customers,

- defined unique selling point,

...they now can confidently investigate the various marketing tactics to use in order to reach their audience.

Exercise:

1. Brainstorm a complete list of options that you know can reach your target audience.

(i.e. newspaper - radio - television advertising, public relations, online-SEO, blogging,

brochures, sales letter, in-store promotions, etc)

2. Determine how to incorporate your unique selling point messaging within ALL your

approved marketing tactics.

STEP #5: Assign a Marketing Budget

Marketing budgets for small businesses can range from 1% to 10% of projected net sales. An interesting idea to consider if you do not have a history of determining the marketing budget:

a. Select the strongest competitor you have

b. Look at the various tactics your competitor is using

c. Price out the expenses of those tactics that are reaching your customers.

d. Calculate the percent of your projected sales from Step 1 to determine how it compares to the 1% to 10% range of your projected net sales.

STEP #6: Finalize the Marketing Plan

You are now able to review the complete list of tactics from Step 4, so you may determine which best reach your audience and remain within budget.

STEP #7: Evaluate the Execution Process

Your written plan combined with a timely execution of the various tactics will definitely increase your opportunity for success. Please do plan to evaluate the execution process at periodic time intervals as you move toward your goals to ensure your efforts are moving you in the direction of your approved roadmap.

Enjoy your journey!

Key to Success - Good Marketing!

Good marketing is all about improving the odds for success.

Marketing Bloc - a free, online marketing resource for a community of small business owners. From strategy to proven tactics, Marketing Bloc delivers the advantage to equip and empower entrepreneurs to make the most of their marketing efforts.