1. Removing Barriers to Marketing Success
Facilitator - Mark Corbin

2. Table of Contents In Marketing Clarity is Key
Before Marketing-Overcoming Barriers to Market Entry
How to Market a Construction Company
Bus Companies Do It Best
Cross Channel Marketing
Content is King – Just the Facts
A Mobile Global Footprint
5-People You Need To Know
Resources:
Mobile Marketing Resources

3. In Marketing Clarity is Key
Clarity of Choice: Take the Time to Explain – Why I should spend my money on your product or service and not your competitor.
Relevant Example: Think of the time and effort the car companies, spend on explaining why you should buy a Lexus or an Acura or a Mercedes. All of their cars will get you from point A to point B.
It is the Positioning and Differentiation – this making of distinctions where there may or may not be differences – that helps make the sale.

4. Before Marketing Overcoming Critical Barriers to Market Entry
Economies of Scale: These force the business owner to either come in at a large scale (risking push back from incumbents) or a small scale (forcing a cost disadvantage).
Product Differentiation: Incumbents have brand identification and customer loyalties. This forces new business owners to spend heavily to overcome these loyalties.
Capital Requirements: These are the financial resources required for infrastructure, machinery, R&D and advertising.
Government Policy: Governments can limit or prevent entry to industries with various businesses in highly regulated industries find that incumbents have fine-tuned their business process according to regulation.

5. How to Market a Construction Business
Develop a List of Braggables
List the Strengths of your team and Highlight them in your promotions. This is key to establishing a Solid Reputation and encouraging New and Repeat Business.
Focus on the Years of Experience of the individuals involved. List where the Individuals Worked, for How Long, and what Types of Projects they completed. 
Focus on a Service or Project that your construction company does particularly well in your advertising to bring customers on board in this area.
Discuss your Company as an Expert in a particular aspect of Construction -- your Special Niche is in corporate-style construction.
Developing a Specialty helps make your brand memorable and sets you apart from the competition.

6. Bus Companies Do It Best Local Public Transit Authority’s
Interior bus ads are placed above the windows along both sides of the bus and enable your campaign to reach thousands of daily riders. Fifteen minute average trip times allow signs to capture the attention of riders all day long:
Key Goals for You:
Develop a Method to Reach your audience when they are most receptive
Build Familiarity with your brand, so customers will think of you when making purchasing decisions
Low Cost Repetition of your ads builds reach and frequency quickly resulting in high recall and awareness of your message

7. Building a Good Reputation
Commit to putting clients first and providing superior quality and high delivery standards.
Delivering Superior Customer Service lays a foundation for a good reputation – Managing what how customers to talk about you online. 
You provide an online tools on your website for customers to review you --to increase your chances of getting good reviews. 
“Preserving your brand's reputation” -- make sure your team knows your brand's core message and understands what image is to be Projected at all Times to Customers.
“Outside the organization, you need to make sure that your brand image is being communicated consistently.”
Handle client complaints directly – client satisfaction is the key.

8. Cross Channel Marketing
One easy solution is to market on your Vendors,
Partners and Membership Associations websites
that you work with on your day-to-day business for
a fee.
Why Do It?:
Most vendors and professionals have their own sites, they would welcome the opportunity for the visibility, revenue and exposure.
For a predetermined nominal fee, your Web partners would gain visibility on your Website with an individual profile page, a brief list of services offered, contact information and an link.
The Upside!:
You gain professional content and stature for your website.
You enhance your own professional image.
You offer additional services that buyers and seller may need.
NOTE: You should only do business on your site with people that you are familiar with, or have closed business with in the past.

9. Content is King – Just the Facts
Great Content makes it easy for people who need your products and services to find you online. 
Why, because Every Buyer, Every Influencer, Every Analyst, Every Journalist begins doing their job by searching online. 
They’re looking for information and sources.  That means you must Standout, use Keyword-Rich Content that stands out in Search Engines.
What is share-worthy content?  It can be any format of content that helps your customers and prospects.  “How To” content is always popular:
Company blog
Educational white papers for B2B
Blog posts
Podcasts
Webinars
Brief online videos

10. A Mobile Global Footprint
Team Up With Experts And Develop In-House Expertise.
The right mobile marketing partner should help you overcome internal objections and hesitations.
Look for a partner that is flexible and offers tailored pilot programs and creative payment terms. 
Start small and continue testing and learning through a handful of campaigns.
Mobile marketing can move the needle in a dramatic way for your business — and now is the time to team up, scale up.
When you have enough proof points that it’s working, that’s when it’s time to scale up and invest in a plan.

11. 5-People You Need To Know
Name your person: __________________________________________
Advocate: Someone who will support or recommend You, Inc. publicly.
Name your person: __________________________________________ Strategist: One who is skilled in strategy and willing to help develop You, Inc.
Name your person: __________________________________________
Mail Carrier: A person, especially a friend, who delivers for You Inc.
Name your person: __________________________________________
Mentor: A wise and trusted counselor or teacher whom You Inc. will listen.
Name your person: __________________________________________
Man of Action: A person who prefers to act rather than contemplate and gets things accomplished quickly an efficiently for You Inc. 11 11

12. Sources
Marketing Tactics: Why Content Marketing is a Small Business Necessity; by Cynthia Trevino, January 14, 2010;
How to: 7 Content Marketing Tactics to Increase Web Site Visitors by Cynthia Trevino, December 1, 2009;
Bus Advertising:
4 Common Barriers to Marketing Success by Emily R. Coleman / September 4, 2012:
Barriers to entry: factors preventing startups from entering a market: References: Porter, M. (1998). Competitive Strategy. New York: Free Press.
Think Global Clip Art:
Cross Media Clipart
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13. DBE Supportive Services Team
Contact Information:
Mark Corbin:
Scott Krefetz:
Telephone:
DBE Website: