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Reaching the Customer 6-0 HP Survey • According to an HP survey: • 64% of small businesses lack confidence in their marketing decisions, • 60% felt their marketing could be more effective, and • only 27% had designed a company logo 6-1 Basic Marketing •Customer orientation – identify needs •Segmentation & Targeting •Positioning vis-à-vis competition •Marketing mix (Four Ps) •Plus people, processes, physical evidence (case studies, testimonials, demonstrations) 6-2 Five Questions • What's unique about your business idea? The USP. • Craft headlines to promote your USP • Who is your target buyer? • Who buys your product or service now, and who do you really want to sell to? • Who are your competitors? • Can you effectively compete in your chosen market? • What positioning message? • How can you position your business or product to let people know it is special • What's your distribution strategy? • How will you get your product or service in the hands of your customers? 6-3 35 online marketing tactics • Blogging • Search engine optimization • Blogger relations • Email marketing • Corporate web site • Social networks (Facebook, LinkedIn) • Pay per click • Online public relations • Webinars/Teleconference • Online display ads 6-4 Tactics ctd. • Social News / Bookmarking • Viral marketing • eCommerce Feeds/Comparison Shopping • Blog advertising • IM / Microblogging (Twitter) • Online communities/forums • Sponsorship / Cross Branding • Paid reviews • Affiliate marketing 6-5 Tactics ctd • Free content (white papers) • Online contests, giveaways • Behavioral targeting • RSS advertising • Advergames • Podcasts • Rich media apps/demos (Flash) • Rich media avatars 6-6 Tactics ctd. • Virtual worlds • Virtual tradeshows • Video marketing • Contextual Advertising • Widgets • Mobile ads • User generated content • Branded microsites 6-7 Marketing Metrics • Tracking who buys, when, how, why, where • Cost to acquire and retain • Following up leads 6-8 Case • Juice Guys • Icebreaker 6-9