Shoe String emarketing Plan

Transcription

1 Shoe String emarketing Plan Real Work Experience Program for Students A student centric emarketing plan developed for local business owners who are on a shoe string budget, but need to grow. To view the visual presentation or to contact us please visit April 2011 Sacramento BESAC Conference, Project Director Richard Scully

2 Page 1 of 14 Table of Contents Chapter 1 Shoe String emarketing Plan o Defining the Plan o Goals and Objectives o Anticipated Results Chapter 2 Student Manual o Student Assignment o CCLW o Preparation o Initial Contact with Client Chapter 3 The Process o A Sample Script o Main Points o Follow up o Typical excuses and suggested responses o Value of Referrals o Tips Chapter 4 Documentation o Business Information o Business Interview Worksheet o Marketing Options o Note to business from Student o Student Encouragement Chapter 5 The Report o A Sample Report o Questionnaire for Business Owner o Acceptance and Referral Form

3 Page 2 of 14 Chapter 1 Shoe String emarketing Plan Defining the Shoe String e Marketing Plan The Shoe String emarketing Plan is a program that offers college students a real-life interaction with local commerce by providing the framework for students to assist participating business in marketing their products and services utilizing modern technology and the internet. The students benefit greatly from the educational experience, while the business owner benefits from the application of cutting edge technology provided by the student for increased business exposure, market expansion and an increase in the business owner s bottom line. Improving the economy one business at a time For students The Goals and Objectives of the program are two-fold As an educational tool the Shoe String emarketing Plan presents students with real-life exposure to local business, their products, their objectives, their current marketing programs and their success. In addition, students will better understand business challenges, as well as specific weaknesses and areas in need of improvement of their client businesses. Students can apply their skills and knowledge of the digital world to assist local businesses to more effectively market their business, monitor their success and find viable means to expand and improve their businesses. Most business owners have little time to be current on rapidly evolving technology and do not have the skills necessary to apply available technology to their business. This is a practical learning experience for the student. By applying the student s knowledge of technology to the reality of the business world, the student develops a sense of accomplishment and increased self-esteem through the positive reinforcement of experiencing tangible results. Technological skill is not a pre-requisite for a student s success. It is only one of many educational tools in the Shoe String emarketing program.

4 Page 3 of 14 The interaction of the student with the local business community will also develop relationships that may be beneficial in providing possible business or employment opportunities for the student in the future. For participating businesses The Shoe String emarketing Plan provides business owners with an entry level business development strategy based on traditional media, as well as the latest digital online techniques. The Shoe String emarketing Plan is affordable and easily implemented, relying on the help of college students. The business owner has the advantage of applying fresh minds, technological skills, a college or university as a resource, and the limitless energy of youthful students all for the benefit of his or her business. Young people today don t rely on traditional means when searching for products and services. They utilize technology and the internet. With the help of students, business owners are able to tap into a younger demographic by applying the technology that is readily available. The business owner is also making a positive contribution to the education of local college students, which is also beneficial in terms of public relations. By monitoring the business and reporting to the owner, the students can provide the kind of assistance that a business owner has neither the time nor the funds to implement independently. Anticipated Results of the Program This program is designed to increase the student s knowledge of business principles through meeting with business owners and collecting and documenting pertinent business information. The information gleaned is then used to create a digital profile online to help promote and increase business through search engine optimized technologies. In many cases students understand the digital world much better than business owners. The combination of a student s digital understanding combined with traditional business information and the practical contribution of the business owner can result in an exceptionally positive outcome. Students become active contributing members of society by taking an interest in the functions of various aspects of the community and community operations. Building relationships in the community and association with diverse groups also allows for future employment opportunities for students. A team approach utilizing the ingenuity of all involved, available technology and the commitment of students to carry out the interviewing process in combination with the cooperation of business owners can result in a powerful online presentation.

5 Page 4 of 14 Benchmarks are monitored through traffic increase, sales receipts, online trend analysis, and cumulative data across participating businesses. Results of Field Testing The Shoe String emarketing Plan has been field tested by Feather River College students with businesses throughout Plumas County. The results have been gratifying and have proven successful for both the education growth of the students involved and the education of business owners into the application of the plan s built-in tools for broadcasting their products and services over multiple channels.

6 Page 5 of 14 Chapter 2 Student Manual Student Assignment Schedule telephone interview Interview business owner Gather data on the business Evaluate data collected Design a Shoe String emarketing Plan Present the plan to the owner and get approval Place the business online, utilizing social network tools Centralize a directory of county businesses for easy access This is a student s opportunity to Connect, Commit, Listen & Win! Connect with the business owner courteously Commit the owner to a convenient time to meet and follow through Listen carefully to the client s vision and goals. Don t assume anything. Win a reputation for being knowledgeable, responsible, and dependable. Preparation Prior to your first contact with a business client, learn about the particular business you will be approaching. Business owners are very busy and don t have time to talk with you if you appear to have little general knowledge of their business. Research the businesses products and services, get a sense of the targeted market, their preferred advertising medium, a general market climate as it affects that particular business and any additional information you can find. Review the material currently used to convey their message to customers. Gather photos and other images best suited to present their business to prospects. Don t form an opinion on applications yet and don t make suggestions, but be prepared to speak with some knowledge of the business. This will be taken by the owner as a compliment.

7 Page 6 of 14 You will be asking the potential client to invest valuable time with you, so it is critical to have the confidence of your client. While your expertise may not be in your client s business, your strength is in an area that can be beneficial to your client. You have something your client needs, so be confident and informed. Initial Contact with Client Making Contact - This is your first challenge. Business owners are constantly hit by vendors, advertising people and salesmen of all sorts. It is critical to get to the decision maker; usually the owner. You will spin your wheels by dealing with a lower level employee. Be professional and persistent. Catching the owner is the toughest part. Smile - Your first contact with a potential client may be the second challenge. Psych yourself up. Think positively. Form a mental picture of success. Put a smile on your face and in your voice. Don t take a cold response personally. You may just be a voice on the phone or a stranger walking through the door. On the other hand, you may become a friend and advisor if you handle yourself professionally and courteously. If the business owner is rude or negative, remain pleasant, never argue, but try to lead him or her to an appointment, so that you can explain the program. Use your services and the benefits to the business to justify a face to face meeting. Strategy Here are some suggestions for explaining the reason for your call. Personal contacts are always better, but here are some ideas for a telephone contact: Explain your purpose Introduce yourself and your school. Briefly explain the reason for your call and emphasize what you offer the business owner and how it will benefit him or her. Explain that you are simply asking for a brief meeting to explain an innovative program that has been designed for businesses by professionals in technology and endorsed by the college or university. We ll provide some sample scripts. Lock it - After you have gotten past the initial resistance, which you can expect, present your information. We will provide some hypothetical calls in the next section. When you have the interest of your client, get a specific time and date for the interview and lock it in. Then confirm the appointment by calling the day before the meeting. Be on time When you go to your appointment. Dress appropriately and be on time. Arriving a couple of minutes early is okay, but arriving a couple of minutes late is not okay.

8 Page 7 of 14 Chapter 3 The Process Sample Script for Initial Contact Hello, Mr. Jones. My name is Cameron Scully from (your school name). Our college is working on a project to promote local business through the internet. As you know, students today depend on technology, so we are in a position to help your business grow through a powerful internet presence that we can design for you. Main points to cover after this initial introduction (Use your own words) As its name implies, the Shoe String emarketing Plan is provided by a team of college students at no cost. Requires very little time for the business owner. The student does the research, evaluation and program development. The role of the student is to evaluate the current business marketing methods and analyze current internet strategies and search engine positions utilized. After analysis by the student in conjunction with the college program, the student recommends alternative marketing methods leveraging available technology. Establish confirmation that the business can be easily found through search engines for maximum competitive advantage. Request a meeting for an interview in exchange for a marketing plan designed by the team and the college. Students do not charge for this service. It benefits the student and the business owner. Nothing is done without the permission of the business owner. This interaction with the college is also beneficial to the business in terms of public relations and assisting in the education of local college students. Emphasize the fact that you are part of a team working for the benefit of the business.

9 Page 8 of 14 After the initial contact and establishing a meeting, a follow up call is made The conversation in person or via voice mail may go something like this: Hi (owner s name). This is (your name) from (school name). I wanted to remind you that I ll be there on time at (time that was set) tomorrow. Thank you again for your time and interest and I look forward to our meeting. I know you ll be pleased. It would be nice if establishing a meeting went smoothly, but the inevitability of a myriad of excuses requires a defensive strategy Typical Excuses and suggested responses I don t have time for this. Response: This really doesn t take much of your time. My team and I will do all the work. I can work the interview around your schedule, totally at your convenience. I m sure that the few minutes invested will return financial benefits far beyond the cost in time. Your time means a lot to me, because by helping you, I get a better grade. We try to keep our business information private. Response: Only public information will be used. If you chose to disclose private information, it will held in confidence. We are willing to sign a confidential agreement at your request. It s against our policy to grant interviews with our executives. Response: Can I speak to your public relations person or marketing team? I only need to speak to whoever handles your business messaging. I don t handle marketing for the company. Response: Can you give me the contact name for the person who does? I can work with your marketing team via the phone or .

10 Page 9 of 14 Referrals If you are unsuccessful in establishing a meeting with a particular business, all is not lost. If you have established a good level of rapport and the owner has legitimate reasons for turning you down, feel free to ask if there is another local business that may benefit from the marketing technology you offer. Never burn a bridge. Leave the business owner with a positive impression of you and the school you represent. You may be back or they may be back. If you have been successful and have developed a program that makes the business owner happy, it is easy to get a referral. The business owner may even refer people to you, so always leave your contact information behind. When you contact the business referred, always begin by stating who referred you. Then explain the reason for the contact, as was explained previously. Tips * Understand the basics of the business prior to your contact. * Be sure to cover all the relevant points of the program. * Think of unique ways you can benefit the business. * Be prepared for excuses. * Always portray the business and the principals in a positive way in all circumstances. * If you can t say anything good, don t say anything. * Never discuss a competitive business or divulge information on previous clients. * Don t over-dress or under-dress. * Think outside the box in strategy and planning. Remember that this is not a charity program where a business owner is asked to make a contribution. It s a trade. You are exchanging your technical knowledge, your objective analysis of the business, and you are offering innovative solutions designed to benefit the business owner. The business owner is trading some of his or her time on the basis that the business will ultimately benefit from your plan. As they say, Time is money, so keep that in mind.

11 Page 10 of 14 Chapter 4 Documentation Identify the type of customers the business serves and how they benefit from this business. Review the material currently used to communicate the business message to customers. Gather photos and other images best suited to present the business to prospects. Business Information Fill out as much of this form as possible prior to your meeting, but complete at meeting. Business name City Cell Phone Hours of operation 300+ word about us section Twitter link (opt) Owner name Manager name Address State Zip Business Phone address Type of business Year started Top ten service bullets List of best search terms Latest press release Mission statement Facebook link (opt) LinkedIn link (opt) Logo 10 photos Website address (if any)

12 Page 11 of 14 Business Interview Worksheet for Shoe String emarketing Plan (It is more convenient for the business owner if the student uses a hand-held recorder and documents the answers later. However the form can be completed by the business owner or the student during the interview.) Student: We appreciate your time and look forward to working with you to develop a Shoe String emarketing Plan for your business. The information I will be collecting through your answers to the following questions will be used to create an electronic messaging and marketing page for your business. When the process is complete you will be asked to sign an acceptance form that includes the option of offering an employment reference for the student responsible for your project. 1. Does the business have a mission statement? If so, what is it? 2. What specific products or services does the business provide? 3. What are the reasons people use the products or services of the business? 4. Does the business have a slogan? What is it? 5. Does the business currently have an internet marketing strategy? If so, what is it? 6. What are three forms of business promotions have been most successful in the past? 7. Name between 3 and 10 products you would like to promote immediately. 8. Does the business offer WiFi? 9. What is the busiest business day for the business? 10. What is the least busy business day for the business? 11. What are the busiest hours of the day for the business? 12. Add any additional comments from the owner that may be pertinent to the business.

13 Page 12 of 14 Which Marketing Options are Best for Your Business? We ll Find Out! Publishing Radio and Television Internet & Social Networks Mobile Applications Specialty Advertising A Note to the Business Owner from the Student When we complete our analysis, we will suggest which forms of advertising will be most effective based on that analysis and the information you have provided. We will present a list of local solutions based on the marketing strategies indicated above. We will be using the interview information to construct a powerful internet based page that will immediately convey a clear and concise message on your business or organization. Furthermore, information about your going Green and sustainability commitments will also be articulated and showcased on this powerful online messaging service. If you have any questions please feel free to contact me at Encouragement to the Student Always keep in mind that the purpose of your professional effort is not only to do a good job and be a contributor to your community and its local commerce, but you can build good will along the way. Providing excellent service, while working on a project such as this or while employed is critical to your future success. No matter what your job happens to be, an opportunity is always there to leverage your current position to more advanced career steps. References are always very important to your success and the keys to a positive reference and a positive reputation are honesty, integrity, dependability, and a positive attitude. This program is a good place to start. Contacts you make could open doors for you later and provide valuable contacts when you enter the workforce. The experience of working with local businesses through the Shoe String emarketing Plan will also provide an impressive addition to your professional resume. Your involvement in the program will benefit your school in many ways, as we have indicated, but it may also benefit the school financially when Chambers of Commerce offer commissions to the school when a business joins the Chamber. Check with the local Chamber to see if it offers this bonus. Always think outside the box for innovative ideas that may benefit your client.

14 Page 13 of 14 Chapter 5 The Report An example of a brief report by the student after the analysis of the business. After reviewing your business, we find that the following Shoe String emarketing Plan would be most beneficial in achieving your company goals: 1. Primary geographic market to focus ad dollars on is 2. The products/services most likely to benefit from advertising are 3. Your online strategy should include 4. The slogan our team created for your business, based on our findings is 5. We believe your current pricing levels (are/are not) competitive in the market. 6. We suggest the following changes for a competitive advantage 7. Based on your customer demographic, we suggest the following venues for advertising: a) b) c) To view the internet based page we have created for your business for use in advertising, please go to this internet address

15 Page 14 of 14 Questionnaire For the Business Owner If you feel that this analysis was valuable to your business and would like to make a donation to our business development club please call: or or send donations by mail to: or online at: * * * This Shoe String emarketing Plan was researched and delivered by Please feel free to contact me with questions at Thank you for the opportunity to serve you and your business and for contributing to my educational experience. We appreciate this opportunity to serve you and for your help in providing the information we needed to further our educational goals. Sincerely (Student signature) Shoe String emarketing Plan Acceptance and Reference Agreement YES. We have been the beneficiary of a Shoe String emarketing Plan, provided by who is a student at on. (Student s Name) (School) (Date) We are pleased with the results and with the effort put forth by this student and would be happy to provide a reference in the future on this project. * * * * * Need more information about this program and material? Project Director: Richard Scully - Richard@RichardScully.Com (925) To learn more about the value of Chamber of Commerce membership and how their benefits can be used in a marketing strategy please visit: