Marketing Essentials 2.0 How to be a successful marketer By Tom Patty

The Big Five Marketing Basics TARGET (it all starts here) Benefit Value Process Growth A process, not a la carte “Ready, aim, fire”

Target The less money, the more targeted The power of the few (20/80 rule) Goal: the highest return on investment Two questions: What do they do? What do they value?

Benefit Volvo Ferrari Target Benefit

Value Value = Benefits divided by cost Only relevant to target Increase benefits/do not reduce cost

Marketing Purchase Process Funnel Awareness (100%) Consider (40%) Shop (30%) Intend (20%) Buy (10%) Love (5%) (It’s all about conversion) “Where are your strengths,weaknesses?

Marketing in 3 easy steps 1.The right person 2.The right message 3. The right time

Marketing Tools (What job needs to be done?) Old New Advertising Broadcast Internet Print (Google) Outdoor Mail Collateral Brochures Website

Marketing Tools (con’t) Old New Publicity Press release “story” blogs newsletter social media Promotion “sale” add value

Grow Your Business 1. Get more customers 2. Get more money from customers (What are you going to do that has value to customers?)

How to Grow Your Business (Most bang for buck) 1.New Products or Services 2.New Distribution 3.New Promotion 4.New Packaging 5.New Value (What is your plan?)

Resources SCORE seminars, workshops, counseling ecorner.stanford.edu/ (videos) PaulGraham.com (essays) TED.com (videos)

Summary The Big Five (Targeting) Purchase Funnel (Conversion) Marketing Tools (Right tool for job) How to Grow (Most bang for $)