the heart of practical marketing – you & your customer

Practical

Marketing Education Series

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All other marks contained herein are the property of their respective owners.

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#practicalmarketing



Practical Marketing | Meet your Presenters

Tina Stock | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years experience

in product marketing, social media marketing, content marketing,

communications strategy, display advertising and search engine

marketing. Tina blogs about marketing at tinastock.com , and you can

follow her on Twitter @tinadstock.

Who is YP?

> YP is North America’s largest local search, media and advertising

company.

> Our mission is to help local businesses and communities grow.

> We generate 40 billion annual impressions on the YP Local Ad

network and have 3,000 marketing consultants helping over

600,000 businesses get, and keep, customers.



Practical Marketing | Meet your Presenters

Aaron Kahlow | Chairman, Founder

Kahlow is one of the most recognized thought-leaders in the Digital

Marketing and Social Media space having delivered hundreds of

keynote speeches and sessions around the globe from Hong Kong to

London, San Francisco to Sao Paulo. Known for his inspirational style

and plain spoken nature, audiences always walk away feeling

empowered and educated. He is considered a leading online marketing

educator and can translate online marketing technology jargon into

simple marketing and business terms. He is a recognized authority on

social media marketing, Facebook Advertising, Twitter, Video, BtoB

Digital Marketing, Search Marketing, and all things digital.

Kahlow served on the Board of Directors of the International Business

Marketers Association, Search Engine Strategies, Online Marketing

Summit and in an advisory capacity on many other boards. He is also a

well respected entrepreneur named Metropolitan Magazine's “Top 40

Entrepreneurs under the Age of 40”.

Marketing has evolved

Open a business.Write a

slogan.and mobile

ads. . .



How do I keep

track of it all, and

how do I prioritize

given my limited

resources?

The easiest thing to do is JUST DO IT –

start on Digital.

• Doesn’t take any prep, major tech skills

or work.

• Getting set up on Google, Facebook or

any email platform is now plug and play

for the most novice.

So you can start. And, you’ll get better. But

start. It’s all that it takes.

Traditional to Digital: Not Hard and Worth It

Small Business | Practical Marketing Series



Part 1: The heart of Practical Marketing

Part 2: Get customers to know you and

hear your message

Part 3: Zero in on customers who

matter most to your business

Part 4: Turn your customers into

fans and cheerleaders for

your business

Part 5: Do it again. Learn what works

best to connect you with

your customers



Small Business | Practical Marketing Series

November 14, 11:00 am, pst

Jacob Walker, Piston Agency

Tina Stock - YP

Part 1:The Heart of

Practical Marketing





You have an awesome business

One minute is all you need to make a

great first impression

Use it as a basis for all marketing

One minute is all you need to make a

great first impression



You need to make a great first impression



Good Stories Follow a Pattern

1Introduction

Sets scene &

introduces players

Small Biz:

What Do You Do?

2Conflict

Interrupts the status

quo and introduces

conflict.

Small Biz:

What Problem or

Conflict Are Your

Customers

Experiencing That

You Can Solve?

3Climax

The peak of the

story; action is

taken to resolve

the conflict.

Small Biz:

The Big Difference

Between How You

Solve Your Customers’

Problems Versus Your

Competitor

4Resolution

A new status quo

is established.

Small Biz:

Why Should Your

Customer Care? Why

Choose YOU?

The Story Arc

Every story told follow the same structure.



60-Second Business Story | Example 1

What problem do you solve?

I sell specialty and exotic

plants

What do you do?I have a garden

shop

How is your business different?

The plants I sell are not

found

in box stores

Why should anybody care?

You can have the

garden of your

dreams




What problem do you solve?

I specialize in repairing

copper pipe

What do you do?

I'm a plumber

How is your business different?

I charge a flat rate

Why should anybody care?

You can feel

confident in a fair

price



Take Action | Write your own business story

facebook.com/YPSmallBiz

Adsolutions.yp.com/practicalmarketing

The Story IS a Small Business’ Brand

1Introduction

Sets scene &

introduces players

Small Biz:

What Do You Do?

2Conflict

Interrupts the status

quo and introduces

conflict.

Small Biz:

What Problem or

Conflict Are Your

Customers

Experiencing That

You Can Solve?

3Climax

The peak of the

story; action is

taken to resolve

the conflict.

Small Biz:

The Big Difference

Between How You

Solve Your Customers’

Problems Versus Your

Competitor

4Resolution

A new status quo

is established.

Small Biz:

Why Should Your

Customer Care? Why

Choose YOU?



1. Build a great product or provide a great service

2. Make sure what you offer meets/exceeds needs

of your customer

1. Position yourself and what you offer in a

way that makes your customer come to you

(learn to tell your story, package it up, like

the above explanation)

2. THAT is how you get sales and brand building

comes ONLY after that.



Tell Your 60-Second Business Story

Once you've nailed down your

business story . . .

try it out with your ideal customer!

(But, who is your ideal customer?!)

Your ideal customer is the person

who wants to do business with you

– AND with whom you want to

do business



Defining your ideal customer

keeps you from wasting

money & energy on

bad business

relationships

Not everyone is your ideal customer

Select 10 – 25 adjectives which describe

your current customers

(or the people you wish were your current

customers!)



Describing your ideal customer can be easy

Download Small Biz Marketing Basics at adsolutions.yp.com/practicalmarekting

Select 10 – 25 adjectives which describe

your current customers

(or the people you wish were your current

customers!)



Describing your ideal customer can be easy

Finding the right adjectives

Demographics | gender, age, income

Events & Stages | getting married, going to

college, having a baby,

retiring

Location | neighborhood, zip code,

city, state, country

Interests | hobbies, affinities, clubs



OMI Education Series



http://www.onlinemarketinginstitute.org/YP




What Questions Can We Answer for You?

http://adsolutions.yp.com/practicalmarketing


http://adsolutions.yp.com/practicalmarketing




Summary


is you and your customer

• Have a 60-second business story to

ensure a great first impression

• Clearly define your ideal customer

Visit -

adsolutions.yp.com/practicalmarketing

Get feedback –

Facebook.com/YPSmallBiz

#practicalmarketing


Part 2: Get customers to know you and

hear your message

Part 3: Zero in on customers who

matter most to your business

Part 4: Turn your customers into

fans and cheerleaders for

your business

Part 5: Do it again. Learn what works

best to connect you with

your customers



Thank you! | Register for Entire Practical Marketing Series

Adsolutions.yp.com/practicalmarketing

Be Sure to REGISTER for the 2nd in the Series

September 17, 11:00 am, pst

Eric Enge, Stone Temple Consulting

the heart of practical marketing – you & your customer

Small Business & Entrepreneurship

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