1. Can you afford - not - to do Marketing?
Renay van der Berg (APR)

2. Meet Renay van der Berg | ‏renay@procomm.co.za
Sole-owner – PRoComm Brand Management & Business Development Consultancy
Specializing in Integrated Marketing Communication
Business Development
Background
Accredited Public Relations Practitioner (Internationally acknowledged)
30 Years of experience in PR, Media & Marketing
Registered with various organisations as SMME mentor
Most Influential Woman in Business & Government (SME Sector)
One of the Top 10 global finalists -UNCTADEmpretec Women in Business Awards

3. What do we understand as Marketing?
Marketing consists of the strategies to identify, create and maintain relationships with customers that result in value for both the customer and the business owner.

4. Traditional understanding of the Marketing Mix
Example: Using Digital Marketing
Online Reputation Management
Social Media Trends

5. Marketing is / is not … YES NO To inform Not selling To educate
To stimulate sales NO
Not selling

6. Marketing vs. Sales Smoothens the road for the sales team
If your product is well-known, and it has a positive perception, people will be more willing to buy it and even willing to pay more for it.
Marketing is … influencing opinions to drive sales

7. Who is your customer?
WHO are they? Break them down into little “boxes”!
Lifestyle Measuring System (LMS)
Language, income, gender, literacy, traditions, etc.

8. Brand Matters Get your foundation right The logo
Branding specifications - fonts used, colour, etc.
Develop a catchy slogan

9. Brand management & Branding specifications (corporate image)

10. Corporate Identity
Slogan: Promise to customers

11. Can you afford it – how much?
Zero budget or very low budget actions are maybe already in place, without you realising that it did not cost you money.
SEDA Subsidy
ROI

12. Actions for you to consider
Zero marketing, i.e. customer care
Corporate profile & corporate stationary
Printing & signage
Media
Mobile marketing – corporate clothing, vehicles
Electronic – website & online visibility
Promotions & special events
Social responsibility

13. Digital marketing E-signature E-mails Voice messages Blog
Website linkages – Online directories
Social media
E-storage – Dropbox, OneDrive, etc.

14. Helpful websites for small businesses

15. Moving forward
Become a member of your professional body & local business chamber
Networking
Literature & self-study
Become a SEDA client today