Transcript How we get our clients to the top of Google

Effective Marketing for the
Owner Managed Business
the Snap guide to BS-Free marketing ……
………that works!
www.snap-marketing.co.uk
How to make your marketing
really effective
• Its all about ……
• REALLY BASIC common sense!
• And starts with your target
customer and his needs
• And you do it BEFORE
– you design a new website (or
re-design your old one)
– or produce an outbound email
– or postcard campaign
– or produce a brochure
– or anything else ….
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Product Positioning
• You need to feel the pain!
• Convert your product offering
into
– Customer needs
– Not product attributes
• Introducing the “SO WHAT” test
• Lets look at a real example
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Product Positioning
• Electronics Client – with some
great new technology
– “Our new patented active PA
system has a frequency response
of 100Hz to 10kHz, is rated at
1000 watts RMS and, using
neodymium drivers, plays out
through these really cool Flat
Speakers that have Corex panels”
SO WHAT!
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Product Positioning
• Lets flip this around from
PRODUCT oriented ….
• And look at the NEEDS of the
target consumer
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Product Positioning – define the
pain
Target market
“Many traveling professional musicians need high quality PA equipment
that they are familiar with and trust.
“Equipment at venues is of variable quality which means that musicians
tend to take their own gear which up to now has been based on bulky,
heavy, traditional technology or they make do with the venue’s gear
and suffer the potential consequences to their reputation.
The PAIN
“Our new, patented active PA system has high power and superb clarity,
performing at least as good as Brand X (the benchmark competitor).
Differentiator
“BUT weighing in at only 10lbs per speaker means that the whole system
can be carried in a small bag in the back of a saloon car rather than a
The benefit
van.”
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Core Proposition
• Target market
– Who you are looking for
• What pain they feel
– What they will be search for
• What you offer
– BUT in their eyes
• How this solves their pain
You then use this Core Proposition
in ALL of your marketing
communications
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Product Positioning Exercise
• Exercise
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The Marketing Plan
• Objectives
– Quantified
– Analysis of past performance
• State the Value proposition and the benefits
that accrue
• Identify the target market
• Brand identity and Niche
• 5-10 marketing tactics
– That worked
– That you want to try
– With expected outcome
• Set a budget
• Example
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The Marketing Calendar
• Drives your whole commercial activity
– Set it up
– Stick to it
• Monitor what meetings you generate
– By activity
• Use Landing Pages to track website
traffic from
– Emails
– Postcards
– Other
• Example Marketing Calendar
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Some great marketing ideas that work
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Free Marketing Audit
• Takes 5-10 minutes
• Go with you first thought
• Be honest and try not to mark
everything in the middle!
• Will identify areas for improvement
• Example of output
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• Thank you!
To download all the materials from this seminar,
visit the Snap Marketing Blog
or follow this link
http://www.snapmarketing.co.uk/blog/marketing/business-expodownload-materials/
Find us at www.snap-marketing.co.uk
www.snap-marketing.co.uk