• Moderator– Wanda Wells

• Director of Community Affairs, Fox Television, Channel 32

• Panel Members – Martine Friedman

• Small Business Marketing Manager, Office Depot

– Kellie Harris • PR Manager, Hewlett-Packard

– Jason Felger • Director of Marketing, Chicagoland Chamber of Commerce

– Mary Beth Sammons• SMA Global

Defining Your Business & Target Market

Martine FriedmanSmall Business Marketing

Manager, Office Depot

Defining Your Business

What is your economic engineFinancial drivers such as average sale, cost of customer

acquisition, number of customers, quantity sold, margins, fixed vs. variable costs, set marketing budget

The economic climateFinancing/leveraging, interest rates, labor & media

costs, consumer indexes that impact return on marketing investment

What are our strengths and weaknessesPersonal, business, by functional area, given external

environment

Understand Financial Drivers

The greatest marketing in the

world can’t overcome a

flawed business model, or lack of understanding

financial drivers

Know Your Target Market

Consumer Business-to-business

Demographic Firmographic

Age Years in Business

Gender No. of employees

Income Years in business

Location Revenue

Know Your Target Market

Unique Selling Proposition Examples

What do we do better than anyone else? Component manufacturer: No one can source products faster and

cheaper because of our worldwide base of manufacturers Yacht Service: We don’t just run yacht charters, we create events on

yachts

What value does our company bring to customers? Component manufacturer: Our customers maintain the highest

margins in the industry because of our components Yacht Service: A yacht event is memorable. We enable you to solidify

relationships with your customers.

What is YOUR Unique Selling Proposition

What is the unique selling proposition? Component manufacturer: Our ability to source the best components at

the best prices contributes directly to our customers net profit Service: We can run yacht events anywhere in the world to satisfy

customers everywhere

The unique selling proposition should position your strengths in line with customer needs, and against competitive options

Can you ultimately attain a leadership position with this proposition?

POOF – You’re CoveredBranding & Communications

for Small Businesses

Kellie Harris

Public Relations Manager

Hewlett-Packard

You Have 30 Seconds

• Create an Elevator Pitch for your business and yourself– What do you have to offer– Why is it important– What makes you different

• Practice, Share, Practice– Only one chance to make a first impression– Arm people around you to share your pitch– Make them practice

Customers: Inside Out/Outside In

• Understand your customers– Who are they & what do they need– Learn how your products/services help them– Why do they choose you

• Reach out to them– Ask them about themselves and their business– Ask for feedback

• Bring them in to you– Customers can be a reality check for your decision-

making

The “Magic” of Media

• To perform these next tricks you will need:

– Your Elevator Pitch…it’s your value proposition and differentiator

– Your Customers…they are your independent third party endorsers and your source for whom to contact

Media: The Reporter’s Perspective

• The key to strong media relations is good research

• Treat reporters as you would your customers

• Remember: Reporters & Editors have customers…their audience

The Trick: Tips on Getting Coverage

• Tie story ideas into events & holidays• Tie story ideas into upcoming special issues• Let people know you are an expert in your field• Invite a reporter to lunch• Start your own television show on a Cable TV

Access Channel• Build a network of other small businesses in

your area

Unlock the Mystery: Great Resources

• The Publicity Hound, by Joan Stewart– www.publicityhound.com

• Marketing Public Relations: The Hows that Make it Work, by Rene Henry

• The Marketer’s Guide to Public Relations, by Thomas Harris

• Hitting the Sweet Spot, by Lisa Fortini-Campbell

Grassroots Marketing

Mary Beth Sammons

SMA Global

Grassroots MarketingCreative Ways to Get and Do Business

• 30 Influencers in 30 Days• Who Needs to Know Your Story (Influencers)? • Who Do You Know? • Media, Professional Organizations, Friends,

Family, Colleagues? • Where Can You Tell Your Story? • Who’s Likely To Spread the Word• Assemble Your List

•What is Your Story/Elevator Speech?

•Create a Strong Image - a Visual, Verbal and Written Version of Story

•Brochures, Web Page, Sales Kits, E-Blasts, Letters, Lunch Coffee.

•Create a Hit List for Spreading the Word

Be Prepared

•Network, Network, Network•Chamber groups, Professional Associations,

Author’s Seminars, Workshops, Starbucks, Lunches

•Create Expert Status and Offer it Up Wherever you can

•What are Speaking Opportunities?•Continuing Education Workshops•Bookstores, Professional Associations, Special

Interest Groups, Sporting Clubs, Hobbyists, Local Libraries, Starbucks

Get Your Name Out There

Unusual Networking Venues

• Volunteer

• Not-for-profit Board Membership

• Church groups, clubs, Soccer field

Be Your Own Matchmaker

• Connect Others….

• Alliance Partnerships

• Bartering Services

Never Underestimate Customer Service

Your Marketing Toolkit

Jason FelgerDirector of MarketingCommunications and

Chicagoland Chamber of Commerce

Your Marketing Toolkit

• Direct Response – Focused and Targeted

• E-mail campaigns and newsletters– Maximize all those cards you get

• Website – It’s another tool not a place holder

• Referral network – Has your bank done anything for YOU lately?

• ROI

Q&A