1. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 1 Street Smart Marketing for small forest products businesses Lloyd C. Irland The Irland Group and University of Maine

2. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 2 MARKETING IS....  THE TASKS OF MANAGING THE BUSINESS'S  SALES,  PRODUCT LINES, PRICING,  AND DISTRIBUTION  FOR PROFITABILITY AND GROWTH.

3. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 3 “STREET SMART” MARKETING IS:  GETTING RESULTS BY APPLYING THESE  IDEAS AT THE NUTS-AND-BOLTS LEVEL  IN YOUR PLANT AND WITH CUSTOMERS

4. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 4 SSM IS:  PRACTICAL, ACTION-ORIENTED  LEARNING BY DOING  GETTING YOUR IDEAS FROM CUSTOMERS  PLANNED TRIAL AND ERROR  ALWAYS TRYING SOMETHING

5. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 5 Triad Market Model  YOUR BUSINESS IS DEFINED BY A TRIAD OF: 1. CUSTOMER OR MARKET SEGMENT 2. DISTRIBUTION APPROACH 3. PRODUCT ...NOTE THE ORDER OF APPEARANCE!

6. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 6 Retailing Issues  LACKING A PATRON, WE MUST SELL OUR PRODUCT  MUST IDENTIFY WHO WANTS IT -- SEGMENTATION  HOW TO GET IT TO THEM -- DISTRIBUTION  GET PAID -- MAKE SALE & COLLECT  MANAGE THE PROCESS  RESENTMENT ISSUE – get over it

7. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 7 Segmentation  POSSIBLE BASIS:  KIND OF CUSTOMER  KIND OF PRODUCT  PRICE POINTS OR LEVEL OF QUALITY  MODE OF DISTRIBUTION  FINAL PRODUCT OR COMPONENT USES: POSITIONING

8. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 8 SSM ways to create Advantage  BETTER SERVICE  CLEAR IDENTITY FOR PRODUCT  WAYS TO DEVELOP "WORD OF MOUTH"  CROSSOVER SALES OR COLLECTING  CREATE VALUE FOR YOUR RETAILER: PACKAGING & POINT OF PURCHASE AIDS CROSSOVER SALES OPPORTUNITIES  ASK THEM WHAT THEY WANT (!)

9. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 9 POSITIONING YOUR PRODUCT  WHO IS MY COMPETITION?  AM I SELLING A PREMIUM ITEM AGAINST A COMMODITY? OR A VALUE ITEM AGAINST AN OVERPRICED SPECIALTY?

10. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 10 WHAT IS THE CUSTOMER BENEFIT?  KIT: PLEASURE OF ASSEMBLY?  USEFUL/BEAUTIFUL?  CUSTOMIZATION?  DURABILITY?  UNIQUENESS?  SNOB APPEAL?  ENVIRONMENTAL?

11. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 11 SSM Tip: THINK OF THINGS TO STOP DOING  PRODUCT WITH: HIGH SETUP TIME  SPORADIC DEMAND  MATERIALS PROBLEMS  LOW INVENTORY TURNS  CUSTOMER WITH SLOW PAYMENTS OR OTHER PROBLEMS  THE GENERAL MOTORS PROBLEM: THEY ARE UNABLE TO STOP DOING THINGS

12. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 12 YOU HAVE A MARKETING PROGRAM –  WHATEVER YOU'RE DOING NOW!  --IS IT WORKING?  DO YOU DISLIKE MARKETING?  WAYS TO HIRE IT OUT?  YOUR MOST SUCCESSFUL PEERS ARE PROBABLY  THE BEST MARKETERS

13. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 13 The Marketing Plan  A TASK LIST OF BUSINESS DEVELOPMENT ACTIONS FOR:  GUIDANCE FOR GROWTH  PROSPECTING  LOCATION DECISIONS  PRODUCT DECISIONS  BANKING NEEDS  ALLOCATING YOUR TIME MOST EFFICIENTLY  CONSIDERING USES OF ADS AND OTHER ACTIVITIES  BUDGETING

14. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 14 Self Assessment  COMPETITIVE ADVANTAGE?  HOW IS IT CHANGING?  CUSTOMER SUPPORT?  RATIONALIZED PRODUCT LINE?  STAGES IN PRODUCT LIFE CYCLE?  PACKAGING?  GET HONEST FEEDBACK FROM YOUR DISTRIBUTORS AND  END USERS

15. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 15 SSM Tip: KEEP AN IDEA FILE  NOTES ON CHATS WITH CUSTOMERS  SKIM YOUR DISTRIBUTORS TRADE MAGAZINES  CRAFT AND TRADE PUBLICATIONS  BIG CITY/STATEWIDE NEWSPAPERS  TV, STORES, TRAVEL, ANYPLACE ELSE...SKIM THE FILE OCCASIONALLY

16. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 16 Self Assessment - Pricing  COSTS UNDERSTOOD?  FORMAL OBJECTIVES?  POSITIONING?  RELATION TO SEGMENTS?  PRICE/VOLUME RELATIONSHIPS?  PRICE BY VALUE OR COST?

17. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 17 Customer Contacts – hit the road  BE SURE YOUR VIEW ISN'T "NARROW"  LOOK AT BROADER SCOPE, BIGGER PICTURE  "EXCELLENT" FIRMS GET BEST IDEAS FROM CUSTOMERS -- END USERS  FACE-TO-FACE...DIMINISHING IN AGE OF FAX  CALL A RECENT BIG CUSTOMER -- ANY PROBLEMS? SATISFIED? ANY LEADS?

18. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 18 Target market Segment (s)  EVALUATE YOUR MARKETS  ECONOMIC STATUS  HOW THEY FIT YOUR "STYLE"  ACCESSIBILITY  INTRINSIC BENEFIT

19. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 19 WEBSITE  IF YOU CAN’T DO IT WELL,  DON’T. Clear clean look Up to date Good links Tie to events/print marketing  NOT AN END IN ITSELF]  PART OF A MIX

20. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 20 SSM Tip: Keep it Simple  Keep the plan short  If you can’t remember what’s in it, it’s too long!  If you get it done, start a new list!

21. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 21 PRIORITIES  BIGGEST PROBLEM  BIGGEST OPPORTUNITY  ONE NEW INITIATIVE EVERY QUARTER?  PRODUCT LINE VS JOB SHOP WE DON’T MAKE THAT (WHY?)

22. 10/19/2015SSM for small business Ag Choice Sep 2015 Present version 22 IN CLOSING  Brainstorm all this  Do a marketing plan – one page  Irland’s first law of Management: Get started!