The document provides an overview of marketing strategies for small businesses. It discusses developing a marketing plan, defining a target market, creating a brand, budgeting for marketing activities, and different marketing channels including advertising, public relations, direct mail, and online/social media. It emphasizes the importance of having a great product, consistent branding, and tracking the effectiveness of marketing efforts.

1. Marketing Your Small Business Chris Houchens www.ChrisHouchens.com July 14, 2008 Western Kentucky University Small Business Development Center

7. World’s Most Powerful Woman

17. Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand

19. Conditional Response

20. Branding is a conditional response

21. Brand strategy should influence every marketing initiative

23. Branding Success Microwave vs. Slow Cooker

24. Successful branding makes other aspects of marketing easier and cheaper.

41. Marketing – Ad Messages Ad/PR messages as conversations not announcements.

47. Print Ads 8 Which is More Effective? 40 2 4 8 5 30 days = 240 inches $4500 @18.75/inch 6 days = 240 inches $4500 @18.75/inch

64. Brand Strategy PR Efforts Advertising Corporate Messages Media & Press Gatekeepers Consumers & Public Word Of Mouth Traditional Marketing

65. Social Media Marketing Brand Strategy PR Efforts Advertising Corporate Messages Consumers & Public Word Of Mouth

66. Social Media are NOT mass media.

72. Tracking / Effectiveness "I know that half my advertising works... I just don't know which half." John Wanamaker (1838- 1922) If this is true of your business... STOP ADVERTISING