How to Create Your Own Marketing Machine

1
How to Create Your Own Marketing
Machine With Ilise Benun Peleg Top
2
A little about us
Marketing Mentor was founded in 2004 by Ilise
Benun and Peleg Top with this simple
mission To help the creatively self employed
learn how to market and promote their services,
get their ideal clients and grow their
business.
3
A little about us

• Self-employed since 1988
• Full-time mentor to the creatively
  self-employed.
• Author of 6 books on marketing
• Frequent contributor to HOW Magazine and speaker
  at national conferences

Ilise Benun
4
A little about us

• Owned a design firm for 17 years
• Self-taught designer and business owner
• Founded the Los Angeles chapter of Graphic Artist
  Guild
• Author of 2 design books
• Serve on HOW advisory board
• Frequent speaker at national conferences
• Marketing and business coach

Peleg Top
5
Our new book! (pre-order now on Amazon.com)
6
Our agenda for this hour

• The big idea A Marketing Machine will make your
  marketing easier.
• What is a Marketing Machine?
• What are the components?
• How does each one work?
• QA

7
What is a Marketing Machine?
8

• 3 Components
• Singular focus on a market
• Effective marketing tools
• Your consistent attention

9
Choose your market
10
Qualify Your Market
11
Why do you need a Marketing Machine?
12

• To create and cultivate relationships
• So you dont have to reinvent the wheel
• To prevent the Feast or Famine Syndrome
• So theres a marketing plan in place that works
  by itself (almost) when you get busy.

13
What are the componentsof the machine?
14
The 5 best marketing tools

• Networking
• Cold calling
• Email marketing
• Marketing-smart web site
• Printed materials and samples

15
1. Networking

• Where do your prospects go?
• What trade groups do they belong to?
• Talking to strangers.
• Your 10-word blurb who you work with what you
  do for them
• Follow up (or die)!

16
Blurb examples
Heres mine I teach designers how to get the
work they want. Heres a designers We partner
with marketing managers in the healthcare
industry by communicating their message
effectively through newsletters, brochures,
postcards, and other print media.
17
How to make a connection

• Its a personal conversation. No need for hard
  sell or stress.
• Find something in common.
• Learn something .
• Give an idea, a resource, something that will
  help them. (Hint You have to find out what they
  like.)
• Be open to working together.

18
2. Cold Calling

• What is a cold call?
• Do you have to do it?
• Does it really work?
• Why they want to hear from you.
• Do you need a script?
• How-to Research, email, call first or send
  first?
• Should you leave a voice mail message?

19
Heres what it sounds like
20
3. Email marketing

• Your loop an email newsletter or ezine
• Why would they want yours?
• What content would be of interest to your
  prospects?
• Make it short, sweet and personal.
• Use an email marketing distribution service. (For
  a 20 discount on MyEmma.com, use code MM0701)

21
www.marketing-mentortips.com
22
www.thedesigncompany.com
23
www.gscottdesign.com
24
www.topdesign.com
25
www.juliareichdesign.com
26

• A few thoughts about email
• name_at_company.com
• Avoid aol, yahoo etc
• Add your phone number
• Signature line

27
A few thoughts about email
28

• 4. Marketing-Smart Web site
• Home page (with positioning statement)
• About (think about your clients needs)
• Client list ( testimonials!)
• Work or case studies (about 10-12)
• Resources (show them youre connected)
• Contact form (to follow up email sign up)
• Contact info on every page of the site
• Offer something for free (consultation or
  report/white paper?)

29
www.limetwig.com
30
www.panaramadesign.com
31
www.topdesign.com
32
5. Printed materials and samples

• Corp ID/Branding
• Sales Letter
• Brochure/leave behind
• Portfolio (work samples)
• Thank you cards
• Proposals

33

• Theres always
• Referrals (word of mouth)
• Alliances
• Advertising
• Exhibiting at trade shows
• Volunteering your time

34

• And the little things.
• Seasonal mailings
• Passing on relevant info
• Giving meaningful gifts
• Supporting their favorite charity
• Client dining
• Gift certificates
• Thank you gifts
• Acknowledging important events

35

• LETS RECAP
• Why you need a marketing machine
• 3 components
• 5 tools of the Marketing Machine
• Networking
• Cold Calling
• Email marketing
• Marketing-smart Web site
• Printed Materials and samples

36
SAVE THE DATE
NOVEMBER 15 What Should I Charge?Smart Pricing
Strategies for Designers
37
Our offer to you FREE marketing tips in your
inbox AND FREE half hour phone consultation
38
Questions? Weve got answers!
39
Contact us www.marketing-mentor.com
ilise_at_marketing-mentor.com peleg_at_marketing-mentor
.com [phone]
40
Thanks!