Breakout B1 - Incremental Marketing On A Micro Budget
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Transcript of Breakout B1 - Incremental Marketing On A Micro Budget
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Incremental Marketing on a Micro BudgetMichelle Chance-Sangthong
9/16/2009
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Michelle Chance-Sangthong
"Online" since 1987 , Working on the web since 1996. Served as Webmaster for $200 Million company for 9 years. Last year as an employee, personally generated more than $2 Million in leads through the web. Owns an online retail company driving nearly $4 Million in sales online. Coerced by friends to start consulting, coaching and training business Red Hawk Strategies.
www.KickTheCompetition.com
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Thank You
It takes time out of your day to plan for and attend conferences.
Give yourself a pat on the back for making growing your business a priority.
Get ready to think outside the box.
Pack away your pre-conceived notions about your skills.
www.KickTheCompetition.com
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What is Marketing?
"The profitable identification, attraction, getting, and keeping of GOOD customers"
"Every job exists to directly or indirectly to get and keep GOOD customers, today and tomorrow . . . Jobs that don't get and keep customers are temporary, unnecessary or should be outsourced"
Jeffrey Fox How To Become A Marketing Superstar
www.KickTheCompetition.com
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The Marketing Challenge
Entrepreneurs have skill to perform the services sold.
Managers understand the products that they sell.
Business owners often lack skills to get prospects in the top of the sales funnel.
Individuals believe they can't do marketing themselves. Companies often have more time than money to spend on marketing.
www.KickTheCompetition.com
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Planning a Marketing Budget in MoneyPercentage of every sale committed to marketing.
Create an escrow or holding bank account specifically for your marketing budget.
If you deposit $200 ... then escrow $20 if you are using a 10% commitment.
Keep your commitment.
www.KickTheCompetition.com
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Planning a Marketing Budget in TimeMake a commitment of time - on a daily basis.
10%, 5%, 20 minutes of your day, unbreakable commitment.
Put it on your calendar - weeks and months out. Plan it for your highest productivity time of day. Don't make excuses.
Start your day 20 minutes earlier to make it happen.
www.KickTheCompetition.com
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Exercise
How many minutes per business day, can you honestly and sincerely commit to marketing your business ?
No matter what else happens today, what is the realistic number you know that you can commit to?
Considering your current and future schedule, what is the fixed time of day that you would block on your calendar during your normal business week.
www.KickTheCompetition.com
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Everyone's Job is Marketing
Business Owners, Managers, and Production Teams
20 minutes x ___ people = ____ minutes per day
20 minutes x 3 people = 60 minutes per day (1 hour)
1 hour per day x 20 days = 20 hours per month
20 hours per month x 12 = 240 hours
240 / 8 = 30 business days per year on marketing
www.KickTheCompetition.com
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Marketing Planning
Assess your skills and the skills of your staff.
Create a team marketing calendar. Hold accountability meetings.
Skipping one day, does not mean doubling up another day.
Having an extra long session one day does not mean skipping the next.
If something throws you off today, just start again tomorrow.
www.KickTheCompetition.com
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Marketing Activities
Understanding who your most profitable clients are. Marketing to new clients.
Retaining existing clients.
Getting Repeat Business from prior inactive clients.
www.KickTheCompetition.com
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Offline Tools - Low Cost / Free
Networking meetings - take only 3 business cards and find out how you can "help" 3 people - don't ask for their business.
Handwritten note cards - follow up, in writing, in 24 hours.
Offer to speak to groups where your prospects are. Host an open house at your office or facility. Volunteer.
www.KickTheCompetition.com
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Online Tools - Low Cost / Free
Blog www.yoursite.com/blog
Facebook Fan Page
Forums Article Writing
ReviewsYahoo! Answers Industry SitesMeetup
YouTube
Podcasting
www.KickTheCompetition.com
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Inch by Inch - Marketing's a Cinch
Start only one Marketing Project at a time.
Networking meetings can interrupt if needed. Work project through to completion.Establish system to measure results. Celebrate marketing victories. Give your team feedback. Correct and Continue
www.KickTheCompetition.com
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www.KickTheCompetition.com
Questions ?
Slides can be downloaded at:
http://cli.gs/kickthecompetition
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Want to Learn More ?
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