How To Market Your Company

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How To Market Your Company
Commercial Food Equipment Service Association
Marketing Seminar, Fall Conference 2005
Exposing Yourself! Bringing Visibility To Your Co
mpany
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Marketing Dos and Donts

• 3 Keys to Successful Marketing
• A Good Product or Service
• A Marketing Plan
• Money for Advertising
• 3 Marketing No-Nos!
• Dont promise anything you cant deliver
• Over advertising can drain your budget. Start
  small and build up to bigger things
  
• When promoting, do not repeat ads that others
  have already used
  

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Ideas For Marketing Through Advertising

• Choose methods according to cost, targeting and
  response.
  
• Obtain a Media Kit from perspective publications,
  detailing the types of display advertising
  available, the cost and the readership profile
  and circulation.
• Research the publication before committing to the
  ad space.
  
• Keep your ad consistent in each publication,
  initially. This will cause people to begin to
  recognize your logo and tag-line.

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Good Marketing Through Advertising

• Clearly define your product or service up front!
  
  
• Give precise reasons why anyone would be
  interested in your product or service Is it
  better, cheaper, faster or what?
  
• Keep the message or ad simple, colorful and
  clean.
  
• Refer to the reader as 'you' and use the second
  person ('you', 'your' and 'yours' etc) in the
  description of what your business does for the
  customer.
• Why should people be interested if your offering
  proposition is no different from your
  competition? You must try to emphasize what makes
  your service special.

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Example of Advertising That Works!

• Very clever and very effective. One of the most
  original advertisements I've seen in a long time.
  They certainly did a good job of showing you what
  exactly could happen if your identity was stolen
  - someone could buy a leather corset with your
  name, scary! The reason this works is because it
  takes a very real and growing problem and brings
  humor into it in an "opposite effect" way. These
  commercials are classics.

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Example of Advertising That Works

• This couple has to live in a really tiny house
  for a year because they are spending too much
  money on insurance. It seems you can't sit
  through a commercial break these days without
  seeing a new pitch for the auto insurer, Geico.
  Why are Geico ads all over your television? The
  answer is more about the product than the
  marketing. These ads are funny and original, so
  they get our attention and thats the point.

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Bad Marketing Through Advertising

• Ads that are not clearly defining what you are
  advertising.
  
• Blurry, out of focus or illegible ads.
• Too many graphics or none at all.
• Avoid cluttering the ad with fancy images, colors
  and backgrounds. Make it easy to read.
  
• Do not be tempted to devote 50 of the space to a
  striking picture or a quote from Shakespeare. The
  biggest part of the ad must be your main benefit
  statement.

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Example of Ads That Dont Work

• The Spot It's morning. Birds are
• chirping. A man wakes up in his bed
• and discovers he's not alone!
• next to him on the mattress there is
• some sort of royal personage a
• king, clad in burgundy robes and a
• crown. But the king's head appears
• to be made of plastic and is perhaps
• three times too large for his body.
• together.
• Whats the point? Does this make
• you hungry for Burger King?

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Example of Ads That Dont Work

• Bad Andy!!! A creation brought to us by
• the Muppet crew. Bad Andy's gimmick was
• to be really evil so that the pizzas would
• sound so good. He'd screw up some of the
• things going around in Dominos, and then
• the staff would give 30 second long
• speeches on why certain functions were so
• important, like how their heat bags kept the
• pizzas warm. Bad Andy was a sales killer.
• After a few months, Dominos found
• themselves in a rut, and were forced to
• dump the puppet for the "Get The Door, It's
  Dominos slogan. Much better!
  

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Ideas for Printed Efforts

• Printed material is just as important today as it
  was before the
  
• Internet. With spam getting out of hand, its a
  wise choice to rev
  
• up, update or create printed material.
• Ads
• Catalogs
• Direct mail
• Press releases
• Letters
• Brochures
• Tip sheets
• Comment Cards
• Leave Behind Brochures
• Line Cards

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Good Printed Materials

• The first and most important principle is always
  pretest materials on the target audience before
  mass producing.
  
• Simplify the illustrations and avoid extraneous
  details. When possible, present only one message
  per page.
  
• In general, objects should be in scale and in
  context. Enlargement of detail may have a
  negative effect on understanding the message.
  
• People look at printed material in different
  ways, especially people who are not used to
  reading ads. We learn to read words from left to
  right and probably "read" pictures on a page that
  way, too.

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Example of A Good Printed Ad

• Great Example of an ad. Its clear, clean and to
  the point! Services are listed to the right and
  the colors work well together!

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Example of A Good Printed Ad

• Example of how black
• and white can work!
• This ad is clean, clear
• and very informative.
• Services are listed
• and its visually
• pleasing.

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Bad Printed Materials

• Credibility can be lost if your material includes
  careless mistakes or omits vital information.
  
• Mailing a marketing piece weeks after your first
  contact is too late. When opportunity knocks, be
  ready. Timing is everything.
  
• Using outdated materials rates, addresses, phone
  numbers, contact names, email addresses, etc
  
• Avoid unusual angles, drawings and poor lighting.

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Example of A Bad Printed Ad

Words are going in every direction in this ad.
Don't you think it makes it hard to read? Where
do you start? Ironically, like most of the bad
ads we see, it also fails to mention any customer
benefits.
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Example of A Bad Printed Ad

• "In case you haven't heard..."? Poor
  headline. Doesn't deliver a powerful benefit to
  the reader.  It doesn't even bother to mention
  any of the symptoms of hearing problems.
• I mean, really... how many people see an ad and
  say "Gee, I wonder if I have hearing problems?
  

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Ideas for Using the WebWeb-Casts

• Consider web-casts because of its convenience and
  global reach.
  
• Keep web-casts short and to the point.
• Deliver valuable information that is tied to your
  target market's key concerns.
  
• Make it very easy to register and to attend.
• Talk to a few prospects to bounce ideas on
  topics, cost, venues, etc.
  
• Tie the seminar together with a respected
  industry expert.

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Good Internet Marketing

• Have a clear and consistent navigation throughout
  the site.
  
• Have a site map with links to as many pages as
  possible for those people that don't want to
  search through the site to find what they are
  looking for.
• Make sure you have a phone number on every page
  as well as a contact page with multiple ways for
  your customers to contact you.
  
• Use a clear layout, clear fonts and clear
  language. Do not distract the reader from the
  text by overlaying images or using fancy fonts.
  Use simple language, avoid complicated words and
  keep enough space around the text to attract
  attention.

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Bad Internet Marketing

• Check for broken links! This drives traffic away
  from your site faster than anything else.
  
• Avoid the use of wild colors and large fonts.
• Dont neglect your website and allow it to
  advertise things like outdated specials! Keep
  your site fresh with changing content, especially
  on the home page.
• Don't use tons of fancy scripting, Macromedia
  Flash, applets, etc. unless you don't want people
  to go through your site. This all takes time to
  load.
• Dont use an unreliable server that crashes all
  the time! Nothing could be worse than this!

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The Most Important Step!

• If you dont swing the bat you cant hit the home
  run!
  
• If you don't buy a ticket, you can't win
• the lottery.
• Implementation is the most
• important stage in your marketing
• plan!

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Where to Begin

• Effective marketing implementation starts with
  managing your marketing activities.
  
• Measuring and control are parts of good
  management.
  
• Using a simple chart to monitor your initiatives
  will increase your implementation effectiveness.
  
  

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Make it Happen

• The heart of the implementation of a marketing
  plan is the execution. That is, the actual
  "doing" of the planned marketing activities.
  Initiatives don't get completed by stating them
  on paper. They require action, management and
  follow up.

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Successful marketing Implementation Requires

• Effective and efficient coordination of
  activities, who's doing what and by when.
  
• Deflection of distractions or objections by
  focusing on the tasks at hand and determining
  where your time is best spent.
  
• Attention to detail.
• Staying on top of "who's doing what. Never
  assume someone else is doing something.
  
• It's that simple.

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Successful Marketing Implementation Requires

• Elimination of procrastination. No waiting
  allowed. If it's good enough to do later, it's
  good enough to do now. There's no time like now
  to further your marketing efforts.
• Over-delivery and under-promising. Delighting
  your prospects and customers will turn your
  marketing efforts into sales dollars.
  
• Doing what you do best and outsourcing or
  delegating the rest. Unless you have more than 24
  hours in a day, you can't do it all and you
  certainly can't do it all well.

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Questions Answers