Marketing yourself and your business Small Business Seminar

Marketing yourself and your business Small Business Seminar small

The small business challenge Almost 90% of sole proprietors have no employees* The buck stops here! *BERR, Det. For Buisnes Enterprise & Regulatory Reform URN 08/92 August 2008

The small business advantage

Marketing: vital for success Know your customer Marketing as a way of life Develop the dialogue – creatively! The whole is greater than the parts.

Marketing: vital for success Know your customer Marketing as a way of life Develop the dialogue – creatively! The whole is greater than the parts.

The Marketing Cycle Research Product Development Pricing Labels Packaging Distribution Advertising Promotions Public Relations Sales Customer Service Big or small: follow the cycle

Have a plan and use it 1.State your business purpose 2.Define your market situation 3.Set goals and objectives 4.Define your market 5.Advance your position, brand and creative strategy 6.Set your marketing strategies 7.Outline your tactics 8.Establish your budget 9.Blueprint your action plan 10.Think long-term.

Be your own best advocate At all times – with everyone Be remembered – for the right reasons Use your one minute chance to shine Network, network, network! Put rapport and engagement before referrals

Marketing: vital for success Marketing as a way of life Develop the dialogue – creatively! The whole is greater than the parts. Know your customer

Marketing demystified Matches what you sell with what the customer wants and buys Covers all steps/business actions to meet desires of customer Is a win-win partnership based on talking WITH customers (not AT them) Marketing: the process through which you create – and keep – customers.

What kind of customer? Where and how will you find them? What kind of business image do you need to gain attention, interest and trust? 1. Make it personal 2. Build and nurture long-term relationships 3. Help them to buy rather than just selling to them.

The Swiss Factor English widely spoken* Substantial expat. population BUT Four languages, 26 cantons The “Röstigraben” impact Segmented and local *Sprachkompetenzen der erwachsenen Bevölkerung in der Schweiz Universtiy opf Bern, 2006, Leitung Prof. Dr. I. Werlen

Resources to help Internet: on-line forums, discussion groups Chamber of Commerce (BSCC) Industry organisations representing your target group (s) Professional networks covering your sector Other networking groups Trade publications

Marketing: vital for success Know your customer Marketing as a way of life Develop the dialogue – creatively! The whole is greater than the parts.

Think creatively Think WEB… Getting the message out

Attract attention “Prior to the Web, organisations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The web is not TV. Organisations that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me.” David Meerman Scott Author, The New Rules of Marketing and PR

Web: perfect for small business Have a great website Make it content rich Be a thought leader Have content with pass- along value Brand yourself /business as a trusted resource Use SEO Add value for the site visitor.

If they find you, they will come Blogs / Forums Newsletter / news releases On-line books Podcasts RSS Create your own Wiki Go viral Twitter.

Marketing: vital for success Know your customer Marketing as a way of life Develop the dialogue – creatively! The whole is greater than the parts.