1. Marketing, Advertising & Your Small Business Presentation by RC Williams President/Founder Media & Press.com, LLC President/Founder Media & Press.com, LLC 510-991-7733 www.mediaandpress.com www.mediaandpress.com

2. Understanding The Difference First, it’s important to understand the difference. Technical definitions: First, it’s important to understand the difference. Technical definitions: Marketing: The systematic planning, implementation and control of a mix of business activities (PR, community outreach, sales strategy, product pricing, and customer service) intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. Marketing: The systematic planning, implementation and control of a mix of business activities (PR, community outreach, sales strategy, product pricing, and customer service) intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

3. How about an easier way to remember: Marketing = Advertising = Always keep in mind that your marketing plan encompasses all of your promotion engines, while advertising is a function of that engine. The two are often confused for the same thing, which can lead to the right message in the wrong place.

4. Let’s look at some examples Direct Response: A method where a potential customer is urged to respond immediately and directly via a “device”; a coupon, business reply card, toll free number or a special. Direct Response: A method where a potential customer is urged to respond immediately and directly via a “device”; a coupon, business reply card, toll free number or a special.

5. Let’s look at some examples Awareness: A method where the goal is to increase the general knowledge of a company/campaign/product: Awareness: A method where the goal is to increase the general knowledge of a company/campaign/product:

6. Let’s look at some examples Branding: The simple definition of this method: it’s about getting your prospects to see you as the ONLY ONE that provides a solution to their problem, not trying to get them to choose you over the competition: Branding: The simple definition of this method: it’s about getting your prospects to see you as the ONLY ONE that provides a solution to their problem, not trying to get them to choose you over the competition:

7. What’s your value proposition (aka Unique Selling Proposition)? Your value proposition is what sets your product, business or service apart. Keep in mind that companies usually end up paying a high price when customers lose sight of their value proposition! Your value proposition is what sets your product, business or service apart. Keep in mind that companies usually end up paying a high price when customers lose sight of their value proposition! What’s yours? Take a moment to write down what you believe your value proposition is at this very moment. This isn’t a graded exercise. What’s yours? Take a moment to write down what you believe your value proposition is at this very moment. This isn’t a graded exercise. What did you come up with? Remember, if you cannot identify any competitive advantages offered by your existing product or service, you need to improve them so you can! What did you come up with? Remember, if you cannot identify any competitive advantages offered by your existing product or service, you need to improve them so you can!

8. What can I do for free? Popular question! The answer: Nothing. You’re going to spend money, time, neither or both. You’re spending something. Popular question! The answer: Nothing. You’re going to spend money, time, neither or both. You’re spending something. That said, taking advantage of social media outlets like Facebook, MySpace and Twitter are no cash-cost ways of spreading your message, but you will be investing staff (or your own) time to create and update these options. When done correctly, they are powerful. That said, taking advantage of social media outlets like Facebook, MySpace and Twitter are no cash-cost ways of spreading your message, but you will be investing staff (or your own) time to create and update these options. When done correctly, they are powerful. Also think about building your reputation as a specialist in your field. Be the go to person for questions or advice. When the press needs a quote or opinion, be the go-to person. If you’re honest, open and friendly, they’ll be looking for you! This is powerful brand building and a big opportunity to share your value proposition. Also think about building your reputation as a specialist in your field. Be the go to person for questions or advice. When the press needs a quote or opinion, be the go-to person. If you’re honest, open and friendly, they’ll be looking for you! This is powerful brand building and a big opportunity to share your value proposition.

9. The Mediums Options, options…there are many, so let’s take a look at the most popular: Options, options…there are many, so let’s take a look at the most popular: Internet: The medium has taken the lead because of its low cost, targeted reach and immediacy, including the ability to change your message as often as you like. Internet: The medium has taken the lead because of its low cost, targeted reach and immediacy, including the ability to change your message as often as you like. Television: Traditionally expensive, this has changed recently with an increase in the number of quality video production services and companies like Google providing the means to place your ads with reduced rates. Depending on your goal, TV can be very effective. Exact spot times are usually not guaranteed; instead you are sold a “day part”. You also need to have a thorough understanding of your target, their habits and your goals. Television: Traditionally expensive, this has changed recently with an increase in the number of quality video production services and companies like Google providing the means to place your ads with reduced rates. Depending on your goal, TV can be very effective. Exact spot times are usually not guaranteed; instead you are sold a “day part”. You also need to have a thorough understanding of your target, their habits and your goals. Radio: Like TV, Radio can also be quite effective, if you thoroughly understand your target and their habits. Something I always share with clients is that you know your business better than any “account executive”. While they can help you to develop your campaign (and are more than happy to sell you a campaign), like TV, exact spot times are usually not guaranteed and you are sold on a “day part”. (Disclaimer-I am a long time radio person) Radio: Like TV, Radio can also be quite effective, if you thoroughly understand your target and their habits. Something I always share with clients is that you know your business better than any “account executive”. While they can help you to develop your campaign (and are more than happy to sell you a campaign), like TV, exact spot times are usually not guaranteed and you are sold on a “day part”. (Disclaimer-I am a long time radio person) Print: The most tenured medium of the group, print media is going through a number of changes. You may find print to be effective in smaller markets that are locally focused. Print is also very effective for direct response campaigns. Print: The most tenured medium of the group, print media is going through a number of changes. You may find print to be effective in smaller markets that are locally focused. Print is also very effective for direct response campaigns. With Radio, TV and Print, copy changes can be difficult or impossible within a tight deadline. The saying “make sure you’re sure” is something to keep in mind! With Radio, TV and Print, copy changes can be difficult or impossible within a tight deadline. The saying “make sure you’re sure” is something to keep in mind!

10. Some of the best campaigns of all time Fortunately, history has provided some great examples of how to build awareness and increase business. Here are a few of the all time greats for you to think about: Fortunately, history has provided some great examples of how to build awareness and increase business. Here are a few of the all time greats for you to think about:

11. Some of the best campaigns of all time Ben & Jerry’s (aka David versus Goliath): Upstart Ben & Jerry's learns in 1984 that Pillsbury, owner of Häagen-Dazs, is pressing distributors to drop the new brand. B&J kicks off a campaign asking, "What's the Doughboy Afraid Of?“ Ben & Jerry’s (aka David versus Goliath): Upstart Ben & Jerry's learns in 1984 that Pillsbury, owner of Häagen-Dazs, is pressing distributors to drop the new brand. B&J kicks off a campaign asking, "What's the Doughboy Afraid Of?“Häagen-Dazs Mr. Shoes Pizza: A lesser known but no less creative campaign was created by this Rochester, NY pizzeria: Rip a Domino's ad out of the yellow pages and get $2 off a Mr. Shoes pie. Mr. Shoes Pizza: A lesser known but no less creative campaign was created by this Rochester, NY pizzeria: Rip a Domino's ad out of the yellow pages and get $2 off a Mr. Shoes pie.Domino's Suzanne Somers launches The Thigh Master: The slogan, short and sweet: “Great Legs” Suzanne Somers launches The Thigh Master: The slogan, short and sweet: “Great Legs” Cisco goes after the middle man: In 2002, Cisco Brewers needs a way to launch Triple Eight vodka. Forget the drinkers -- Cisco goes after the bartenders, via a contest with lavish prizes. Cisco goes after the middle man: In 2002, Cisco Brewers needs a way to launch Triple Eight vodka. Forget the drinkers -- Cisco goes after the bartenders, via a contest with lavish prizes.Cisco

12. Some of the best campaigns of all time Each of these examples show you a case of “Find a need a fill it”. Before making a move, really think your situation through, talk with advisors, do testing etc. (Bonus points for anyone who can remember what company used the “Find a need and fill it” slogan…) Each of these examples show you a case of “Find a need a fill it”. Before making a move, really think your situation through, talk with advisors, do testing etc. (Bonus points for anyone who can remember what company used the “Find a need and fill it” slogan…)

13. What do I do?!?! With all of the options and methods that I’ve discussed today, you may be wondering where to start. Here’s a brief guideline to help you: With all of the options and methods that I’ve discussed today, you may be wondering where to start. Here’s a brief guideline to help you:

14. What do I do?!?! Start with laying out your Value (aka Unique Selling) Proposition Start with laying out your Value (aka Unique Selling) Proposition Begin to lay out your marketing plan based on YOUR GOAL. Don’t advertise or do press releases just for the sake of doing them! Begin to lay out your marketing plan based on YOUR GOAL. Don’t advertise or do press releases just for the sake of doing them! Spend time researching which method of advertising will work best for you. Spend time researching which method of advertising will work best for you. Determine which medium is going to work best for your goals and method. Determine which medium is going to work best for your goals and method. Set your budget. “Whatever it costs” or “I don’t know” ARE NOT acceptable answers. Set your budget. “Whatever it costs” or “I don’t know” ARE NOT acceptable answers. Revisit number 2 and make sure other applicable pieces (PR, community outreach, sales strategy, product pricing, and customer service) are working as well. Remember, advertising is just one slice of the pie! Revisit number 2 and make sure other applicable pieces (PR, community outreach, sales strategy, product pricing, and customer service) are working as well. Remember, advertising is just one slice of the pie!

15. Marketing, Advertising & Your Small Business Presentation by RC Williams President/Founder Media & Press.com, LLC 510-991-7733 www.mediaandpress.com Presentation by RC Williams President/Founder Media & Press.com, LLC 510-991-7733 www.mediaandpress.com www.mediaandpress.com