Transcript Marketing 101 - Amanda Wroten

Photo by Brandon Grooms
MARKETING 101
Amanda Dale Wroten
Amanda Wroten
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Professional with the Boy Scouts of
America
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Owner of Summit Consulting
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Volunteer with Paradox Sports
What is Marketing?
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“Marketing is the process of creating,
communication, and delivering value to customers”
Everything you do is marketing
 Guiding
 Facebook
 Photos
for Clients
 Now formalize it – make a plan
Why Marketing for Guides
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Guiding creates an experience for the client.
YOUR BRAND IS THE EXPERIENCE CLIENTS HAVE
WHEN DOING BUSINESS WITH YOU.
 What
experience do you provide?
 What promises do you make?
 How do you follow up after you have delivered?

You are a promise.
Why Market Yourself
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You are your own brand
Repeat clients
Develop brand
recognition/following
Create top of mind
presence
Better climbs
More stability
Mobility in the company
Photo by Mark Falender
So What is Your Brand

List at least 10
adjectives that
describe your brand
and how you see
yourself as a
professional guide.
Rank them in order of
importance to you.
Photo by Mark Falender
Car Exercise

If your company was a car,
what kind of car would it be
and why? Be as specific as
you can - pick a
manufacturer, a model, a
color, a year. Which extra
features, if any would your
car have? Would it be an
American car or import?
Would it be eco-friendly or
affordable?
Photo by Mark Falender
Drive Your Traffic
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Capture clients
Provide a separation
of personal and
profession life
Fund future climbs
Photo by Mark Falender
Marketing Tools
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Facebook
YouTube/Photo Services
Website
Photo by Mark Falender
Facebook
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Pages vs. Profiles
Facebook

Targeted Advertising
Facebook

Analytics
Facebook

Canned posts
YouTube/Flickr (or Picasa, or…)

YouTube Channel
YouTube/Flickr (or Picasa, or…)

Photostorage for Clients
 Provides
value added services
Website
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Central repository of information
Captures tips, donation, supports upcoming efforts,
rebook clients
Cross marketing efforts (photo sales, etc)
Website
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URL Registration
 www.godaddy.com
 www.bluehost.com
 www.justhost.com
Website

Weebly
Website

Wordpress
Website

Custom URL with a Facebook redirect
Email Marketing
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Constant Contact
Mass Emails
 Blind
CC
 Ports
 FCC
requirements
Marketing Plan
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Build a precise picture of your ideal customer
Who is your ideal customer?
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Trekking
Rock
Alpine
What experiences are you willing to provide for
them?
What price point are you?
Marketing Plan
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What do you want to accomplish?
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Do you want to book more clients?
Do you want to prep for starting your own company?
Do you want support for your personal climbs?
Do you want to network?
Do you want to rebook clients?
Marketing Plan

How can you find
your target clients
 Networks
 Facebook/Facebook
ads
 Capture information
post climb
Photo by Mark Falender
Marketing Plan

Work out a Budget
 How
much are you willing to spend?
 Facebook Ad prices
 URL/Website Prices
Photo by Brandon Grooms
Marketing Plan

Plan your Tactics
 What
are you willing to
do?
 Plan your actions
 Send
email
 Set up a site
 Print business cards…etc.
Photo by Brandon Grooms
Marketing 101
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Questions?
www.amandawroten.com
757-593-8491
Photo by Brandon Grooms