1. Marketing Equations for Small Business

3. Marketing Messages Price Product Promotion Position Target Market Behavior Change

4. Demand Creation (Short Term) ▫ Spend money to make money Branding (Long Term) ▫ A retirement plan Promotion

6. Strategic Marketing A B

7. Profitability Profit = Sales – Expenses Sales = # Units Sold X Price # Units Sold = # Customers X Frequency of Purchase X # Units per Purchase

8. Increasing Price

9. Increasing Number of Customers

11. Increasing Frequency of Purchase

12. Increasing Units per Purchase

14. Branding Equation Brand = Brand Mark +Brand Promise +Experience

15. Bad Brand Marks

16. Good Brand Marks

17. Building a Brand 1.Promise 2.Deliver 3.Repeat

19. Creating the Brand Communicate the Promise Solidify the Brand (Deliver) Take Inventory (Plan Promise & Delivery)

20. What Usually Happens Promise Deliver

21. Brand Promise

22. Good Brand Promises Believable Consistently deliverable

23. Bad Brand Promises “To provide the best products and services at the lowest price”

24. Realistic Brand Promises “Be the reliable source of nutritious vegetables to the people of Saskatoon and area.” “Create landscaped spaces that people will be proud to own.” “Provide accessible, hardy plants to beginner gardeners of Regina.”

25. Brand Experience How did it make you feel? Did we deliver on the promise? Were we as good (or better) than last time? What would you tell a friend?

26. Brand Value Goodwill Customer lists Repeat customers

27. Questions Jill Sauter Jill Sauter Marketing & Communications principal@jillsauter.com