Transcript Document

Welcome to
The Entrepreneurial Journey
Ch. 7: Entrepreneurial Marketing
O'Malia and Whistler
Copyright © 2003 by South-Western/Thomson Learning.
All rights reserved.
Good Of The Order . . .
GOTO
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Let’s review our
journey to date
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This Session:
Entrepreneurial Marketing
Celebrating your advantages
Guerrilla tactics
Entrepreneurial marketing
plan
Journey: Cardinal Laboratories
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O'Malia & Whistler
Employ Entrepreneurial Tactics
You are the company
Can you deliver?
Clients deal with you,
not a switchboard
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Speed to delivery
Can you supply the need?
Build it into your culture
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Learn the Players
Build lasting relationships
Stranger or you?
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Marketing vs. Selling
Marketing is positioning
Selling is systematic
Different approaches for
different businesses
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Marketing Tools
Don’t Change
Identify low cost alternatives
You don’t need vast
resources
Where are you most likely to
succeed?
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The 4 P’s of Marketing
Classic vs. entrepreneurial
approach
Customers should be core
competency
Price is competitive advantage
Be a guerrilla
Entrepreneurs find new routes
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Guerrilla Marketing Tactics
Create a scene
Be an expert, share your
knowledge
Articles double as marketing tools
Consistently cross their desk
Ask for the referral
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Entrepreneurial Marketing Plan
Ask for everybody’s opinions
Plan is a roadmap
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Journey Seven:
Cardinal
Laboratories
Barbara Denzer
Crazy Pet
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What guerrilla tactics have you
tried?
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