CAED building blocks of marketing · WHAT YOU LOVE WHAT YOU ARE GOOD AT WHAT THE WORLD NEEDS PURPOSE passion mission profession vocation WHAT YOU CAN BE PAID FOR WHAT YOU LOVE These

CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | BUILDING BLOCKS OF MARKETING

HANDS ON MARKETING TOOL FOR SMALL BUSINESSES

Building

MARKETINGBlocksof

CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT

IN COLLABORATION WITH ALDO GARZA

OVERVIEW

THE BUILDING BLOCKS

Marketing Analysis

Market Segmentation & Targeting

Differentiation & Positioning

Marketing Plan

ACKNOWLEDGMENTS

REFERENCES

Contents

BUILDING BLOCKS OF MARKETING ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 01


The purpose of this document is to offer your business a user friendly resource to help you strategize, plan and execute your marketing activities. This will allow you to connect the value of your product or services with the needs of your existing and potential customers.

FIRST- As a small business owner it is fundamental to acknowledge that your personal development and personal purpose must be aligned to the purpose of your business. This will help you find an easy way to accomplish the goals on every aspect of your business.

SECOND- Define who your customers are, then figure out what are the things that matter to them; what they read, where they live, what are their interests and most important, what do they want from you? Keep in mind that not everyone wants the same things.

Create your promotional tools or strategies in a way that are realistic, measurable and attainable. Keep it simple... think about 3 off -line strategies and 3 on-line strategies at the most. Remember that people still visits stores, go places and reads things in paper. Revisit your brand, your website, the way you communicate to your customers, and the channels you use to communicate with them?

Understanding the FOUR key principles of Strategic Marketing– the foundation of the BUILDING BLOCKS

Overview

THIRD - Find the connection between what you love to do, what you offer and what your customers want. BE CREATIVE, BE FLEXIBLE and if needed, BE OPEN to tweak your product or service to match your customers needs. Keep trying different ways to deliver your product or services in a way that is easy for your customer to have access to it. Compare your offer against the offer of your competitors, strive to deliver great value without killing your business.

FOURTH - It is time spread the word! Outline a your marketing plan and set quarterly and yearly goals.


Overview

The BUILDING BLOCKS

Market Segmentation

& Targeting

Marketing Analysis


MarketingPlan

Maximize your strengths, manage the risk and embrace the opportunity

Clarify your purpose – the thing that keeps you and your people on track

Product, service or idea - the thing ,you offer that improves lives

A reason to buy, a reason to change a reason to believe...

Who do you serve and what do they need?

Not everyone needs/wants the same things

Build your marketing plan, create your promotional tools

Stop planning-make a plan,it’s time to spread the word!

# 1

# 2

# 3

# 4

BUILDING BLOCK

Marketing Analysis

#1

Maximize your strengths, manage the risk and embrace the opportunity

Clarify your purpose – the thing that keeps you and your people on track

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Marketing Analysis


UNDERSTANDING PURPOSEToo many business (and life) partnerships aren’t successful due to of a lack of shared purpose or because a misalignment between the purpose and vision. Don’t let this happen to you and your business.

The difference between Purpose & Vision

Purpose (Why):

Vision (What):

• Is your personal purpose aligned with the purpose of your business?

• Does your business have a clear purpose?

• Does your business have a clear vision of the future?

A statement of how the world will look like when your purpose is realized.

A statement of why your organization exists and how your business makes a difference (sometimes referred to as a mission).

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CLARIFY YOUR PURPOSE

WHAT YOULOVE

WHAT YOUARE GOOD AT

WHAT THEWORLD NEEDS

PURPOSE

passion mission

profession vocation

WHAT YOU CAN BE PAID FOR

WHAT YOU LOVEThese are the issues you are passionate about, the things you want to change or to fix.

WHAT YOU ARE GOOD ATThese are your strengths - the skills you bring to the table.

WHAT THE WORLD NEEDSHow can your talents and skills make a difference?

WHAT YOU CAN BE PAID FORHow do you make a livelihood from your calling?

Clarify Your Purpose Model

CLARIFY YOUR PURPOSE MODEL Source: © Carolyn Tate, author of Conscious Marketing

Perhaps the purpose or mission of your business is already defined. However it is highly recommended that you take some time to review and discover if your purpose is truly aligned with you, what you love to do, and what customers need and what they are willing to pay for.

Use the following “CLARIFY YOUR PURPOSE MODEL”, an easy and effective tool to help you on the task.

WORKBOOK ACTIVITY # 1 - DEFINING YOUR PURPOSE

pMarketing Analysis

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MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

The SWOT analysis is great and simple tool to help your discover the strengths, weaknesses, opportunities and threats around your business. This tool will provide you with insightful information to help you determine the current situation of your business and define a course of action.

The SWOT Analysis

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Areas where your business does well and where there are difficulties

Opportunities and threats exist outside independently from strengths and weaknesses

Useful tips:1. Separate internal from external issues

2. Collaborate up, down, and across theorganization

3. Examine issues from the point of view ofcustomers/ competitors

4. Look for what is causing the issue, don’tjust describe the issue

WORKBOOK ACTIVITY # 2 - MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

pMarketing Analysis

SWOT analysis is credited to Albert Humphrey, Stanford University 1960’s -70’ssource: https://rapidbi.com/swotanalysis/

CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | BUILDING BLOCKS OF MARKETING

BUILDING BLOCK

Market Segmentation

& Targeting

#2

Who do you serve & what do they need?

Not everyone needs/wants the same things

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- Live nearby or work in your area- The age group goes from 20 to 45, or 45 to 85 in the case of grandparents?- How will you connect with these individual groups? What kind of offer or part of the offer they will be interested in?- What distribution channels will be ideal to reach out to them?- How much they can afford to pay for a specific offer?

K

WHO DO YOU SERVE?

Understanding CUSTOMER SEGMENTATIONWho wants and needs what you offer? (the only wrong answer to this is “everyone”) For example, if you own a toy store you may want to sell toys to every kid in town, but are they your target market? Of course not, they are the ‘end customers’ the people who use and enjoy the benefits of what you sell, they influence the decision of purchasing, but they don’t make the money to actually pay for the toy. Instead you have to connect with their parents or maybe grandparents, who will be the ultimate decision makers on the purchasing process. You also may not want to connect to parents of teenagers, you have to define a specific group of parents.

Your target markets are parents & grandparents who:

• The best Return of your investment in marketing largely depends on your ability to allocate your budget into a well defined target segment.• Think about people who would like to work with you, deal with you, be with you and buy stuff from you. The more specific, the moresuccessful your marketing will be.

• To find local business. Try our site finder visit: www.abbotsfordsitefinder.ca

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NOT EVERYONE NEEDS / WANTS THE SAME THINGS

Types of customer segmentation

• What type of segmentation from above fits your business? • Is your segment big enough to warrant its development?• Is your segment accessible so you can easily communicate with them and deliver what you offer?• Is there any way to identify your segment under an existing measurable criteria? (Data base, numbers, addresses)• Will your segment be responsive to the medium used to communicate your offer and to the offer itself?

Not a significant distinction between customers same solution serves different groups Broadly similar needs and problems (Electronics)The solution to the need is usually met after the purchase of goods or services (where and how they buy)

Large groups clearly defined (income, location, age group, gender) Specific needs and problems (organic foods, broken car, Interaction with customers varies

Specific group within a segment (women, located in a defined sector within a specific age group) Specific and Specialized needs and problems (Gym, baking supplies stores, video game store) Closer interaction with customer to provide the solution to their needs

Specific group defined by a specific need or problem Customized specific needs and problems specific an activity or type of industry (Collectors, vendor supplier relationshipconsulting services )Direct interaction with customer is required to provide solution or fix the problem

SEGMENT MARKETING

MICRO MARKETING

MASS MARKETING

NICHE MARKETING

K

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General base to determine your customer segmentsDEMOGRAPHIC GEOGRAPHIC BEHAVIORAL

NOT EVERYONE NEEDS / WANTS THE SAME THINGS

• How will you translate the value that transform the lives of your customers, into positive messagesthat will resonate with them?K

CAPTIVATE YOUR CUSTOMERS, TALK MORE ABOUT THEM, AND LESS ABOUT YOU.

WORKBOOK ACTIVITY # 3 - IDENTIFY YOUR CUSTOMERS

Traditionally, marketing messaging has focused on telling customers how GOOD, CAPABLE AND BRILLIANT your service or product is. Unfortunately these messages go largely unnoticed these days. Instead try telling your customers how GOOD, CAPABLE AND BRILLIANT THEY ARE

Where people live How people think/react

Age, GenderIncomeOccupationEducation

ReligionFamily sizeLife cycleEthnicity

How people are

KnowledgeAttitudeUseReactionsWillingnessTime readiness

CountryProvinceCityNeighborhood

p

BUILDING BLOCK

Differentiation& Positioning

#3

Product, service or idea - the thing you offer that improves lives

Value Proposition – a reason to buy, a reason to change a reason to believe...

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YOUR PRODUCT, SERVICE or IDEA - THE THING YOU OFFER THAT IMPROVES LIVES

Differentiation - focusing on your COMPETITORSTraditionally the idea of differentiation emerges from the analysis of the competitors.- people with the same type of business fighting for the same customers. A comprehensive analysis of your competitors may be a daunting task, time consuming and may cost you money, however conducting your own analysis will pay dividends in the long run.

See what they do, how they talk how they look.Identify your direct competitors, visit their website, how does it look? How does it feel? What colours they use? Do they use nice photos? Is it hard to find contents on their website? Is their language friendly - formal?

Check local newspapers, industry specialized magazines and look who’s advertising and what are they offering?

Drive by or visit the location and observe; how is the place, is it organized are employees friendly? Is the place crowded with people? Is the location convenient?

WORKBOOK ACTIVITY # 4 - ANALYZE YOUR COMPETITORSp

K• What are your competitor's strongest areas which you can learn from?

• What are your competitor's weakest areas and what would you do to avoid them?

• Which aspects could you improve in your own business?



YOUR PRODUCT, SERVICE or IDEA - THE THING YOU OFFER THAT IMPROVES LIVES

- Now that you have defined your purpose ( building block 1), and knowing what makes yourbusiness better than your competitors, is time to define your VALUE PROPOSITION

How YOU SOLVE a PROBLEMHow YOU IMPROVE LIVESHow YOU MAKE YOUR WORLD BETTER?

POSITIONING focusing on YOUR VALUEWhat are the characteristics of your business products or services that are appealing to your customers and are the main reason why they’ll buy from you -0R- from your competitors?

Your purpose clearly states THE WHY you are in business. Positioning your business communicates HOW YOU DELIVER value to your customer. This is also known as your VALUE PROPOSITION

Why ARE YOU IN BUSINESS

YOUR VALUE YOUR PURPOSE



YOUR VALUE PROPOSITION -A REASON TO BUY, A REASON TO CHANGE, A REASON TO BELIEVE...

What is a Value Proposition?It’s a positioning statement that explains what bene�t you provide for who and how you do it uniquely well.

Why is it important?It centres the attention of your potential customers on the biggest benefit you’ll give to them, nothing else.

Are Purpose and Value Proposition the same thing?NO, these concepts can be often mistaken one for another.

The purpose is the internal voice of the company that states why you and your people are in business and how will you change the world.

Value proposition is an external voice telling the world how your product service or idea will meet their needs.

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3. Value that transforms moments, experiences, lives

Value proposition thought process (Airline Example)

Value proposition


YOUR VALUE PROPOSITION -A REASON TO BUY, A REASON TO CHANGE, A REASON TO BELIEVE...

WORKBOOK ACTIVITY # 5 - CREATING YOUR VALUE PROPOSITION

1. Identify the tangible benefits that your product/ service provides to your customers.

Example: - new, faster check-in process.

2. Identify how a tangible benefit, will change or improve your customer’s experience while using your product

New, faster check-in process = more effective use of your time,

3. Identify the how your business improves your customer’s lives resulted from a change or improvement that will allow them to be a better human being, mom,

dad, leader, professional, player, worker, student, traveler, viewer, guest, member?

New faster check-in process = more effective use of your time = With our simplified check in process, we fly you faster, you leave the stress behind.1. Tangible benefit 2. Change / Improvement

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BUILDING BLOCK

#4

MarketingPlan

Promotion - How you spread the word

From planing to action - How to develop Your promotional tools

Marketing Plan


PROMOTION – HOW YOU SPREAD THE WORD

Is your branding & marketing drawing customers into your business?

Build a Marketing plan

The role of your branding and communications is key to ensure effective engagement and recognition from your audiences.-AUDIT YOUR LOGO AND MARKETING MATERIALS - Appealing, coherent, consistent, unique, & memorable-CRAFT YOUR MESSAGING - Don’t try to sell, offer help, become an expert, solve the problem, be concise-REVIEW YOUR WEBSITE - Searchable, appealing, organized, concise, include calls to action, and encourage contact-SOCIAL MEDIA – Start and maintain conversations. Post contents and images that are relevant to your audiences and drive traffic to your site-CONTENT - Produce content that resonates with customers, talk about them, give examples of how you solve problems, share your story

Set a marketing goal that is REALISTIC, MEASURABLE making sure it’s aligned with YOUR PURPOSE AND VALUE PROPOSITIONWhat’s your goal on the big picture to increase your revenue? - Some examples :- Increase number of followers from 200 to 400 to build brand awareness- Increase number of leads in 40 per month- Expand into a new market segment (define what the market segment is) and how many new customers you want to reach out to

Outline your Promotional ToolsOn-line promotions are an excellent medium to promote your business, however keep in mind that people still visit places and also read things on paper! Try to keep a nice balance your between on line and off line strategies on a 50-50% ratio

- Be specific - What are you offering and what segment of your market are you talking to?- Be relevant - Does your promotion offer a solution or satisfy your customer needs?- Be realistic - Make sure you offer something you can actually deliver. Set up budget based on a percentage of your annual revenue- Make it measurable - Determine how will you quantify the reactions to your actions: Phone inquiries, store visits, number of sales,

dollars on sales, likes, visits, views, registrations?


Marketing Plan

HOW TO DEVELOPPROMOTIONAL TOOLS

Interactions Cycle

1. Define messageCraft a message that informs, or offers a solution to fix the problem of a specific segment of your customers.Be Concise, be honest, do not over promise, and make it appealing. Ensure there’s always a call to action - call, contact us, redeem coupon, visit us at our location,offer a special promotion.

2. Choose mediumDecide whether it is an off line or on line promotion. Your message can be placed in a flier, Google ad, mail piece, your website landing page, poster, or simply a coldcall script. Consider what is the best channel according the segment of the audience. Please follow some recommendations included in the workbook under thesection “Things to consider when selecting your medium”.

Contd. on next page

YOUR BUSINESS

VALUE/SOLUTION

YOUR CUSTOMER

1. Definemessage

2. Choosemedium 3. Spread the

word

4. Prepare toresponses

5. Closethe deal

purpose purpose

6. Loyalty& referral

ACTIONS

REACTIONS

HOW YOUR BUSINESS WILL DELIVER VALUE TO EACH OF YOUR C U S T O M E R S

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Marketing Plan

3. Spread the wordSchedule your activities and consider all resources, money and efforts involved in the process of delivering your message to potential customers. Some examples: organizing or attending events, travel expenses, printed hand outs delivery (personal or the post office) design costs, printing costs of fliers or post cards, cost of newspaper or magazine ads, budget for Google Ads or Facebook Ads.

4. Prepare your responsesPlan the next steps, how to react when a potential customer responds to your message/offer? What to say and what to do? - Keep track of how many responses(leads) and ask how they found out about the offer this will help you determine what are the best channels for your product and customer.

5. Close the dealClosing a deal is not the ultimate goal of the marketing process. It is an indicator of trust given to you from your customers. Make sure you and your employees provide support to your customer by giving information, solving questions, and facilitating the payment process. Be ready to handle complaints, give your customers good reason to stay with you, also give an easy option to walk away from you. Track how many sells you achieved from all your inquiries as a rate of success.

6. Loyalty & referralProvide long term benefits. When you offer goods or services that provide long term benefits the result will be extremely happy customers. For a short time, perhaps your customers may not come back, however good experiences remain on customer’s minds, and they will come back to you when they need you and chances are they will recommend their friends to come to you. That is the ultimate goal of long term marketing. Generate word of mouth and build loyalty. Create referral programs and offer a small but valuable incentive to your customers.

HOW TO DEVELOPPROMOTIONAL TOOLS (continued)

WORKBOOK ACTIVITY # 6 - DEVELOP YOUR PROMOTIONAL TOOLSp

Acknowledgments& References

Building

MARKETINGBlocksof

Acknowledgments & References


ACKNOWLEDGMENTS

I would like to thank the Department of Economic Development of the City of Abbotsford for entrusting me with the execution of this tool kit which will be a small but significant contribution to the development of small businesses in our community. I would like to thank Wendy for her openness and sharing her vision of success with me. And special thanks to Alexandria Mitchel for opening the door and facilitating the process.

Also I would like to acknowledge Carolyn Tate, an authentic, highly engaging and no BS speaker and the author of four books; “Small Business Big Brand”, “Marketing your Small Business for Dummies”, “Unstuck in Provence (a personal memoir) ”, and “Conscious Marketing”. Her latest paper “Profit on Purpose” is the subject of her new book to be published in 2017. Carolyn has inspired my work, and has been a strong influence in the course of my career as a branding specialist.



REFERENCES

Useful resources for business owners

B Corporation (W) www.bcorporation.net

Business Model Generation (B), Alexander Osterwalder and Yves Pigneur

Canada's Anti-Spam Legislation (W) http://fightspam.gc.ca/eic/site/030.nsf/eng/home

Canada Business Network http://canadabusiness.ca/eng/

Conscious Capitalism (B) John Mackey and Raj Sisodia

Conscious Capitalism (W) www.consciouscapitalism.org

Conscious Marketing (B) Carolyn Tate

Liberating the Corporate Soul (B), Richard Barret

The Slow School of Business (W), www.slowschool.com.au



CAED building blocks of marketing · WHAT YOU LOVE WHAT YOU ARE GOOD AT WHAT THE WORLD NEEDS PURPOSE passion mission profession vocation WHAT YOU CAN BE PAID FOR WHAT YOU LOVE These

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