3. Lisa Cham, The Fixx Café and Pasta Bar, Kelowna 6 Keys to Commonsense Marketing A lot of marketing boils down to principles that you already know

4. What is a Marketing Strategy? A Marketing Strategy is the plan you will use to attract your best customers. Your message – the words, the looks, the ‘atmosphere’ are based on your strategy to attract your best customers. Your tactics – ads, sponsorships, promotions etc are based on how to attract your best customers

5. #1 Specialists make more money than generalists Intuitively this makes sense to you doesn’t it? Higher perceived value More referrals Spend less on marketing

6. #2 Work the marketing success pyramid

7. #3 Find & focus on heavy users It’s the old ‘80/20’ rule. If you were to walk into a room of 10 people, all of whom bought your product but only two of whom accounted for a full 80% of your sales, who would you be looking to talk to? 20% of customers will purchase 80% of your product

8. #4 Better marketing = Less selling If you’ve identified a target market whose wants and needs are closely matched to your products and services, all you have to do is find a way of reaching them and communicating that connection. Selling becomes easy, effortless. People come to you!

9. #5 Be customer focused Lisa Stevens, Johnny’s Fresh Meats & Deli Work from the outside in: what do customers think they want? what do customers think they need?

10. #6 7/49 Connections 1234567 1 2 3 4 5 6 7 It can take up to 7 contacts with potential customers before they become familiar with and warm up to a particular business On top of that, it can take up to another seven connections after each contact before a potential customer decides to purchase something from a business. So, it could take up to 49 contacts with a potential customer before the person actually decides to purchase from a business!

11. Sara Bonner, Vancouver School of Bodyworks Specialists make more than ________________. 60% of your success comes from ____________. Only ____ of your success comes from execution. REVIEW: Six keys to common sense marketing

12. The rule of heavy users states that 20% of purchasers purchase ____ of a product. Better marketing = less _____________. Being customer-focused means working from the _____________. It could take up to ____ contacts with someone before they buy.