Transcript Is your business name & logo clear to your
Slide 1
“Developing your Marketing Plan”
IPATA 2014 - Panama
~Kari Mendoza, MBA – Island Pet Movers, Honolulu HI
& Paws Up Pet Transport, Las Vegas NV
Slide 2
Slide 3
Who are you, What do you do, and Why
should the customer choose you?
“Extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months
or years of a product's introduction.”
http://www.businessdictionary.com/definition/brand-awareness.html#ixzz3FOAb88V7
Slide 4
Is your business name & logo clear to your sought
after customer?
Slide 5
Is your business name & logo clear to your sought
after customer?
Slide 6
If there is any doubt or ongoing confusion – consider adding additional descriptive
tag lines to your current business name.
The most effective marketing is basic, to the point and
relevant. *unless you have a million dollars for Superbowl spots
Slide 7
Leo Verdonck is a Brand and Business Strategist – follow
him on Twitter @LeoVerdonck
Slide 8
What Do you Do?
Communications coach Carmine Gallo, suggests every business should be able
to answer the following 4 questions in less than 2 sentences and 60 seconds.
1. What do you do?
2. What problem do you solve?
3. How is your product or service different?
4. What’s in it for me?
Confidence, and a compelling story about your business, creates a genuine
interest from perspective clients, now you are SHARING your business rather
than SELLING your business.
Follow Carmine on Twitter @carminegallo
Slide 9
“Brag” about accomplishments and professional associations
when building your marketing hitch. Briefly explain WHY
these accomplishments and associations are a benefit to the
consumer.
Knowing you’re an expert and why, contributes
significantly to the perceived value of the potential
client.
Slide 10
Why Your Company?
You have to establish and convey the sales relationship to your client in a
compelling and compassionate manner. This is even more important in
an industry such as Pet Transportation, which is not widely known, as a
whole, the industry is not already heavily branded.
Slide 11
As the final decision making element,
most customers are actually looking for?
Slide 12
Clients are searching for justification of WHY they
need your services. Your passion for your business,
industry expertise and your story all help to create the
VALUE in your business.
Slide 13
What color is the van in my Paws Up
Pet Transport logo?
Serving Las Vegas NV & Portland OR
areas
Slide 14
Re-Capping your Brand
Ensure your business name and logo design makes sense and are clear,
concise and relevant. “We move Islands and we own pets” …
Provide a solid understanding of what you do and why you should be trusted
with their business. “Industry experts, business length, number of pets
relocated annually”
Know your story – share a compelling and compassionate background of why
you do what you do. “Show your heart in your Story”
Remind the potential customer of the benefit and value that they are given
when using your services. “What is the biggest benefit of YOUR client not
going direct to the airline, or another relocating service”
Slide 15
Increase your Visibility!
Are your “Free listings” up to date?
Slide 16
Business contact information should be up to date and accessible on as
many social media and local search sites as possible. Link as much data to
each site as possible including company logo, social media sites, website,
Facebook, Twitter etc.
For obvious reasons your company profile should be on every search site
possible, but also SEO (Search Engine Optimization) takes into account all
areas where your business name, address, phone number, website etc
come across the search.
Slide 17
Take a day to update
many free listing sites
Slide 18
Local Industry Interaction
Get to know as many other pet businesses in your area as
possible. (AKA stalk their Facebook page and Twitter account)
Slide 19
Team up With a Local Business for
Media Buzz
“$10.00 vaccines and $10.00 microchips, Saturday 10:00am to 12:00 PM”
Slide 20
Create “Expert Blog Articles”
Even with limited time, two to three paragraph blog postings reiterating your
expertise in Pet Shipping subject matter goes a long way. When following
local pet organizations, find out how you related, and share a story based on
your expertise in the situation.
Slide 21
The Social Media Puzzle
Slide 22
Ref:Smallbusiness.linkedin.com
Slide 23
Ref:Smallbusiness.linkedin.com
Slide 24
Ref:Smallbusiness.linkedin.com
Slide 25
Ref:Smallbusiness.linkedin.com
Slide 26
Slide 27
Slide 28
Slide 29
Content Marketing
the art of communicating with customers and prospects
without selling – helps to tell your story and showcase your
industry expertise.
“Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/
Slide 30
What organization currently has the
largest following on
Slide 31
Growing your business with social media
Make a plan – set up goals and proper channels to track these goals, this way you are
not wasting time in areas that may not work for your business or your marketing
strategy and you can redirect sooner rather than later.
It’s SOCIAL Media for a reason– it will time out of your day, week and month – if you
do not have time to dedicate, think about hiring social media experts to run your
marketing campaigns.
Visual ads are the key to keeping the buzz about your site, images are shared,
retweeted and favorited far more than any other form of communication.
Cross-post the same story/campaign across all social platforms – redundancy is
powerful
Slide 32
Slide 33
Re-Capping Social Media
Social Media isn’t going away anytime soon. Marketing cost in
terms of hard currency, the cost is relatively low, however to
achieve the greatest results, the time management cost is quite
high.
Consider hiring someone strictly to manage online media
content.
Articles and additional Social Media slides are available for
download via the conference App – Thank you Casssie
Slide 34
10 min break??
Slide 35
Marketing Must Haves
Slide 36
Have a clear and well defined plan of
what you are wanting to promote.
Are you running a short term
promotion for something specific or
branding your business long term
Slide 37
Create Memorable Content
Jingles and music are both powerful marketing
reminders -
Slide 38
Who knows the Song???
Slide 39
Determine the Length of your
Marketing Campaign
For overall branding and promotion of your business in general, consider long
term marketing campaigns that cover 3-6 months with repetitive and consistent
ideas. Fewer daily blasts allow your marketing budget to stretch over a long
period of time.
Short Term marketing is used for quick action such as urgent sales or trying to
fill a particular need in a deadline. This type of marketing works best when the
blasts are as many times per day as your budget will allow. Typically run
anywhere from 3-10 days. This is best for advertising discounted events or
specials.
Slide 40
Consider Low Season vs High
Slide 41
Unbelievable Offer!
Customers love knowing they are getting a deal – for short term
campaigns consider sales on crates, bedding, vet exams etc.
Slide 42
Aloha Air Cargo & Island Pet Movers
Partnership!!
Slide 43
Aloha Air Cargo & Island Pet Movers
Partnership!!
$200.00 any crate any size HNL to Lax or
LAX to HNL!! Nov 3rd – 17th
**Limited to space availably per flight.
Slide 44
Call to Action – Sense of Urgency
You’ve relayed to potential customers who you are, what you do and why they
should trust you with their pets, now close the deal. Pushy tactics will backfire, but
having a marketing campaign that provides value and a clear visual of the path for
the customer.
Make it easy for your customer to complete your contract without too much time
and hassle.
Slide 45
Have time or staff to cover the influx
of calls and emails!
Nothing is more annoying than responding to an ad or commercial
and not getting a response.
Slide 46
Measure Your Success
BEFORE you start your marketing campaign, determine what drivers you
will use to track the success. New clients, likes on a page, referrals etc.
ROI is key in keeping your marketing budget under control as well as
tracking your valuable time.
Slide 47
“Marketing Campaign Musts”
A Clear Campaign – know exactly what you are wanting to promote
Will your campaign be remembered?
Determine the type of campaign and length
Make them an offer they can’t refuse (not for branding)
Make it easy for them to complete the transaction
Have time/staff to respond
Measure your results!
Slide 48
“Marketing Campaign Musts”
A Clear Campaign – know exactly what you are wanting to promote
Will your campaign be remembered?
Determine the type of campaign and length
Make them an offer they can’t refuse (not for branding)
Make it easy for them to complete the transaction
Have time/staff to respond
Measure your results!
Slide 49
ROI
Slide 50
ROI Tracking Tools
Several online companies can help you to track your success. One thing to keep
in mind is that tracking is not always black and white.
Word of mouth may originate from your campaign but the campaign never gets
the credit! This is one reason why many argue the ROI from social media is
nearly impossible to track.
HootSuite
SocialMention
Klout
Facebook Insights
Twitter Analytics
Google Analytics
Custom Social Media Reports
Bitly
Buffer
TweetReach
Keyhole
http://searchenginewatch.com/article/2308870/Social-MediaROI-11-FREE-Tools-for-Measuring-Social-Media-Success
Slide 51
Useful articles on IPATA App
A few articles that I found interesting for marketing can be found on the
IPATA App for download.
•
•
•
•
•
•
•
•
5 Day Twitter KickstartKit
Facebook vs Google Marketing Competition
10 Reasons for Marketing on Social Media
Google Small Business Online Marketing
How to Optimize Your Marketing Channels
How to Write and Design Compelling Calls to Action
Social Media posting Checklist
Case Study – K9 Cuisine Marketing Success
Slide 52
Questions?
Slide 53
How Many phones were being
answered in this previous slide?
Slide 54
What was the original name for the
search engine?
Jerry's Guide to the World Wide Web Co-founders Jerry
Yang and David Filo were PhD students at Stanford when
they created what would become the world's #2 search
engine and web directory. "Jerry's Guide" was soon
renamed to Yahoo, which was an acronym for "Yet
Another Hierarchical Officious Oracle
Slide 55
Slide 56
“I wish I were an Oscar Meyer
wiener
that is what I'd really like to be
'cause if I were an Oscar Meyer
wiener
everyone would be in love with
me”
Slide 57
Slide 58
Slide 59
Slide 60
7 Statistics That Can Raise Your Facebook Engagement (Infographic) Kevin Allen
From PR Daily
Slide 61
Slide 62
Slide 63
Slide 64
Slide 65
Slide 66
Slide 67
Slide 68
Slide 69
Slide 70
Slide 71
Slide 72
Slide 73
“Developing your Marketing Plan”
IPATA 2014 - Panama
~Kari Mendoza, MBA – Island Pet Movers, Honolulu HI
& Paws Up Pet Transport, Las Vegas NV
Slide 2
Slide 3
Who are you, What do you do, and Why
should the customer choose you?
“Extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months
or years of a product's introduction.”
http://www.businessdictionary.com/definition/brand-awareness.html#ixzz3FOAb88V7
Slide 4
Is your business name & logo clear to your sought
after customer?
Slide 5
Is your business name & logo clear to your sought
after customer?
Slide 6
If there is any doubt or ongoing confusion – consider adding additional descriptive
tag lines to your current business name.
The most effective marketing is basic, to the point and
relevant. *unless you have a million dollars for Superbowl spots
Slide 7
Leo Verdonck is a Brand and Business Strategist – follow
him on Twitter @LeoVerdonck
Slide 8
What Do you Do?
Communications coach Carmine Gallo, suggests every business should be able
to answer the following 4 questions in less than 2 sentences and 60 seconds.
1. What do you do?
2. What problem do you solve?
3. How is your product or service different?
4. What’s in it for me?
Confidence, and a compelling story about your business, creates a genuine
interest from perspective clients, now you are SHARING your business rather
than SELLING your business.
Follow Carmine on Twitter @carminegallo
Slide 9
“Brag” about accomplishments and professional associations
when building your marketing hitch. Briefly explain WHY
these accomplishments and associations are a benefit to the
consumer.
Knowing you’re an expert and why, contributes
significantly to the perceived value of the potential
client.
Slide 10
Why Your Company?
You have to establish and convey the sales relationship to your client in a
compelling and compassionate manner. This is even more important in
an industry such as Pet Transportation, which is not widely known, as a
whole, the industry is not already heavily branded.
Slide 11
As the final decision making element,
most customers are actually looking for?
Slide 12
Clients are searching for justification of WHY they
need your services. Your passion for your business,
industry expertise and your story all help to create the
VALUE in your business.
Slide 13
What color is the van in my Paws Up
Pet Transport logo?
Serving Las Vegas NV & Portland OR
areas
Slide 14
Re-Capping your Brand
Ensure your business name and logo design makes sense and are clear,
concise and relevant. “We move Islands and we own pets” …
Provide a solid understanding of what you do and why you should be trusted
with their business. “Industry experts, business length, number of pets
relocated annually”
Know your story – share a compelling and compassionate background of why
you do what you do. “Show your heart in your Story”
Remind the potential customer of the benefit and value that they are given
when using your services. “What is the biggest benefit of YOUR client not
going direct to the airline, or another relocating service”
Slide 15
Increase your Visibility!
Are your “Free listings” up to date?
Slide 16
Business contact information should be up to date and accessible on as
many social media and local search sites as possible. Link as much data to
each site as possible including company logo, social media sites, website,
Facebook, Twitter etc.
For obvious reasons your company profile should be on every search site
possible, but also SEO (Search Engine Optimization) takes into account all
areas where your business name, address, phone number, website etc
come across the search.
Slide 17
Take a day to update
many free listing sites
Slide 18
Local Industry Interaction
Get to know as many other pet businesses in your area as
possible. (AKA stalk their Facebook page and Twitter account)
Slide 19
Team up With a Local Business for
Media Buzz
“$10.00 vaccines and $10.00 microchips, Saturday 10:00am to 12:00 PM”
Slide 20
Create “Expert Blog Articles”
Even with limited time, two to three paragraph blog postings reiterating your
expertise in Pet Shipping subject matter goes a long way. When following
local pet organizations, find out how you related, and share a story based on
your expertise in the situation.
Slide 21
The Social Media Puzzle
Slide 22
Ref:Smallbusiness.linkedin.com
Slide 23
Ref:Smallbusiness.linkedin.com
Slide 24
Ref:Smallbusiness.linkedin.com
Slide 25
Ref:Smallbusiness.linkedin.com
Slide 26
Slide 27
Slide 28
Slide 29
Content Marketing
the art of communicating with customers and prospects
without selling – helps to tell your story and showcase your
industry expertise.
“Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/
Slide 30
What organization currently has the
largest following on
Slide 31
Growing your business with social media
Make a plan – set up goals and proper channels to track these goals, this way you are
not wasting time in areas that may not work for your business or your marketing
strategy and you can redirect sooner rather than later.
It’s SOCIAL Media for a reason– it will time out of your day, week and month – if you
do not have time to dedicate, think about hiring social media experts to run your
marketing campaigns.
Visual ads are the key to keeping the buzz about your site, images are shared,
retweeted and favorited far more than any other form of communication.
Cross-post the same story/campaign across all social platforms – redundancy is
powerful
Slide 32
Slide 33
Re-Capping Social Media
Social Media isn’t going away anytime soon. Marketing cost in
terms of hard currency, the cost is relatively low, however to
achieve the greatest results, the time management cost is quite
high.
Consider hiring someone strictly to manage online media
content.
Articles and additional Social Media slides are available for
download via the conference App – Thank you Casssie
Slide 34
10 min break??
Slide 35
Marketing Must Haves
Slide 36
Have a clear and well defined plan of
what you are wanting to promote.
Are you running a short term
promotion for something specific or
branding your business long term
Slide 37
Create Memorable Content
Jingles and music are both powerful marketing
reminders -
Slide 38
Who knows the Song???
Slide 39
Determine the Length of your
Marketing Campaign
For overall branding and promotion of your business in general, consider long
term marketing campaigns that cover 3-6 months with repetitive and consistent
ideas. Fewer daily blasts allow your marketing budget to stretch over a long
period of time.
Short Term marketing is used for quick action such as urgent sales or trying to
fill a particular need in a deadline. This type of marketing works best when the
blasts are as many times per day as your budget will allow. Typically run
anywhere from 3-10 days. This is best for advertising discounted events or
specials.
Slide 40
Consider Low Season vs High
Slide 41
Unbelievable Offer!
Customers love knowing they are getting a deal – for short term
campaigns consider sales on crates, bedding, vet exams etc.
Slide 42
Aloha Air Cargo & Island Pet Movers
Partnership!!
Slide 43
Aloha Air Cargo & Island Pet Movers
Partnership!!
$200.00 any crate any size HNL to Lax or
LAX to HNL!! Nov 3rd – 17th
**Limited to space availably per flight.
Slide 44
Call to Action – Sense of Urgency
You’ve relayed to potential customers who you are, what you do and why they
should trust you with their pets, now close the deal. Pushy tactics will backfire, but
having a marketing campaign that provides value and a clear visual of the path for
the customer.
Make it easy for your customer to complete your contract without too much time
and hassle.
Slide 45
Have time or staff to cover the influx
of calls and emails!
Nothing is more annoying than responding to an ad or commercial
and not getting a response.
Slide 46
Measure Your Success
BEFORE you start your marketing campaign, determine what drivers you
will use to track the success. New clients, likes on a page, referrals etc.
ROI is key in keeping your marketing budget under control as well as
tracking your valuable time.
Slide 47
“Marketing Campaign Musts”
A Clear Campaign – know exactly what you are wanting to promote
Will your campaign be remembered?
Determine the type of campaign and length
Make them an offer they can’t refuse (not for branding)
Make it easy for them to complete the transaction
Have time/staff to respond
Measure your results!
Slide 48
“Marketing Campaign Musts”
A Clear Campaign – know exactly what you are wanting to promote
Will your campaign be remembered?
Determine the type of campaign and length
Make them an offer they can’t refuse (not for branding)
Make it easy for them to complete the transaction
Have time/staff to respond
Measure your results!
Slide 49
ROI
Slide 50
ROI Tracking Tools
Several online companies can help you to track your success. One thing to keep
in mind is that tracking is not always black and white.
Word of mouth may originate from your campaign but the campaign never gets
the credit! This is one reason why many argue the ROI from social media is
nearly impossible to track.
HootSuite
SocialMention
Klout
Facebook Insights
Twitter Analytics
Google Analytics
Custom Social Media Reports
Bitly
Buffer
TweetReach
Keyhole
http://searchenginewatch.com/article/2308870/Social-MediaROI-11-FREE-Tools-for-Measuring-Social-Media-Success
Slide 51
Useful articles on IPATA App
A few articles that I found interesting for marketing can be found on the
IPATA App for download.
•
•
•
•
•
•
•
•
5 Day Twitter KickstartKit
Facebook vs Google Marketing Competition
10 Reasons for Marketing on Social Media
Google Small Business Online Marketing
How to Optimize Your Marketing Channels
How to Write and Design Compelling Calls to Action
Social Media posting Checklist
Case Study – K9 Cuisine Marketing Success
Slide 52
Questions?
Slide 53
How Many phones were being
answered in this previous slide?
Slide 54
What was the original name for the
search engine?
Jerry's Guide to the World Wide Web Co-founders Jerry
Yang and David Filo were PhD students at Stanford when
they created what would become the world's #2 search
engine and web directory. "Jerry's Guide" was soon
renamed to Yahoo, which was an acronym for "Yet
Another Hierarchical Officious Oracle
Slide 55
Slide 56
“I wish I were an Oscar Meyer
wiener
that is what I'd really like to be
'cause if I were an Oscar Meyer
wiener
everyone would be in love with
me”
Slide 57
Slide 58
Slide 59
Slide 60
7 Statistics That Can Raise Your Facebook Engagement (Infographic) Kevin Allen
From PR Daily
Slide 61
Slide 62
Slide 63
Slide 64
Slide 65
Slide 66
Slide 67
Slide 68
Slide 69
Slide 70
Slide 71
Slide 72
Slide 73