Marketing Your Business

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Presentation transcript:

Marketing Your Business © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Know, Like, and Trust John Jantsch, author of Duct Tape Marketing, widely recognized small business marketing guru, defines marketing as how you get the right people to know, like, and trust you. © Timothy J. Berry, 2007-2009. All rights reserved.

Example: Borland International Millions The main point is demand, need for the product Pascal was needed by lots of people Market was new, mostly hackers Demand-driven business is rare Channels decision in 84: Good example of situation-driven strategy

Example: Challenge ‘95 Millions Latin America 1980s Market-driven Strategy Blue Sky problem Strategy Pyramid $2-$40 million ’83-’87 Japan 1990-94 User-need Strategy Alliance strategy Unit share 0 to 20% Sales $180M to $1.5B Note different scale Role as a consultant: observations Explain blue sky strategy Strategy pyramid comes later The point in Apple Japan: Simple. Effective. They stuck to it. Millions

Example: Palo Alto Software Point: long-term, consistency Marketing Strategy Root canal theory We can’t hunt where the ducks are. We lure them to us. For which we use bplans.com Sell benefits, deliver value Stick to contiguous markets (product and market) That comes later … Just set the scene now Source: NPD Intellect, formerly PC Data

The Sales and Marketing Funnel © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Marketing Mix All those Ps: Product Place (distribution channel and distribution strategy) Promotion (advertising, PR, website) Price Position © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Basic Positioning © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. It’s All Positioning Lowest Price! Always! We Will Match Anybody! Segment Expertise Technical Excellence Some Classics Volvo McDonalds For Your Own Company Open inquiry Pull from team Pull from customers Question assumptions Can you change over time? How much? Why? © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Pricing is Magic © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Don’t Price Too Low Low price ≠ high volume High price = high quality Price premium © Timothy J. Berry, 2007-2009. All rights reserved.

Premium Pricing, Quality, Service © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Advertising Lowest Always! Price! We Will Match Anybody! Segment Expertise Technical Excellence © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Direct Commications Direct mail Spam Direct telephone marketing © Timothy J. Berry, 2007-2009. All rights reserved.

Channels of Distribution © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Public Relations © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Trade Shows © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Branding Image from www.funmovies-gratis.com May be subject to copyright © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. Target Marketing © Timothy J. Berry, 2007-2009. All rights reserved.

© Timothy J. Berry, 2007-2009. All rights reserved. A Final Thought… Bill Cosby, entertainer, PhD in Education: “I don’t know the secret to success, but I do know that trying to please everybody is the secret to failure.” © Timothy J. Berry, 2007-2009. All rights reserved.