Marketing in Today's Web World

Presentation Small Business-Big Potential: October 17, 2007

To: North Simoce Community Futures Development Corporation

By: Ron Taylor, Janron Communications Ltd.

References from:

Wikinomics—How Mass Collaboration Changes Everything. Don Tapscott, and Anthony Williams

Turning Silver into Gold: How to Profit in the new Boomer Marketplace: Dr. Mary S. Furlong.

Introduction:

Time Magazine has made everyone in this room the person of the year. The power the Internet has created for both individuals and entrepreneurs is truly revolutionary.

The new era of collaboration between individuals and companies is highlighted in the book Wikinomics

Where the prosumer, will replace the consumer and traditional organizations will be communicating more effectively with their customers then ever before.

Within the framework of this presentation I have been asked to cover 4 areas Retain Market Share, Branding, Strategies, and Marketing Cost in a very short time, so I am going to ask you for some feed back and adjust my time accordingly. I will also relate to certain possible directions this area or region might consider putting the Southern Georgian Bay destination on the map.

What is happening today, the simple definition of marketing is to communicate effectively to your market and convince the market to purchase, talk favorably about the purchase, and hopefully purchase again. Within the framework of the 4 areas to discuss today, we are really talking about formulating a marketing plan…..

Before we can really talk about these 4 areas we need to reflect on current trends and directions in the Market Place.

Certainly the introduction of the Web into our lives is empowering individual business to communicate directly on a one to one level with their customers.

My History re 400ELEVEN.COM and adapting to market changes and the use of the web.

Is there anything you want to add to these 4 areas?

Audience feedback

So let’s take a quick look at

MARKET SHARE

We all want to increase our market share, in most cases increased market share

Means increased profit—it is a no brainer

However we have to know about our competition, changing market trends, who are OUR customers, your strengths and weaknesses are etc. This process is sometimes called a situational analysis.

What does this mean for your business and for the community as a whole?

Intuitively most organizations or entrepreneurs and may know this but how might we get a better handle on emerging markets today and for the future.

Certainly in the case of the Banking Industry there are several Banks in the Audience all competing for market Share.

The notion of Social Marketing has quickly evolved and is focused toward the prosumer and special interest groups or affinity groups.

HOW MANY OF YOU ARE ON FACEBOOK? MYSPACE?

These new social networking sites are making it in some cases less clear who the market segments really are, however are also helping marketers identify affinity groups.

The social networking groups are also starting to segment into clearer demographic segments

Facebook.com

Myspace.com

Eons.com: Over 50 crowd-no fee membership

ReZoom.com over 50 crowd-membership Fee $20.00

Multiply.com Open-all ages

Mayasmom.com—mothers, kids family, no fee

Boomj.com—35 plus and Generation Jones

Boomertown.com—50 plus

Example of BOATING GROUPS ON FACEBOOK

500+ GROUPS 272 EVENTS

6 GROUPS INVOLVING GEORGIAN BAY

3 POKER RUNS

SAMPLE OF GROUP TITLE

GIRLS WHO LIKE BOATING…..BUT DON’T HAVE A BOAT

BRANDING

Clear Image understood by your customers, and potential customers.

Making sure the image is always present and constant.

This can be reflected in an image and/or word mark or phrase.

Every business or service organization has a brand, the question is how is that brand perceived in the community (could be positive or negative), and how long that brand has been around.

Remember Brands are earned, very seldom can they developed instantly, however the web is proving that in some cases new brands can appear overnight and stick such as U-tube, and Facebook.

Very often in service industries the brand is also demonstrated by the owners and the employees and what your employees say in the community can seriously affect your brand.

Tagging on to someone else’s Brand—certainly the major players in the POINTS GAME that many other Air Miles, Visa Points, Aeorplan, etc.

However as a small organization how do you extend you’re Brand to a larger market.

Perhaps one of the better examples can be demonstrated in the Accommodation Sector

Standards and standard recognition.

AAA-example Little Inn

Best Western

Sample from the Guide Book for local area community brands.

Take a look at Page in the SGBCC Guide Book

Which Brand Image best reflects the local area?

STRATEGIES AND TACTICS

Paid Advertising, Broadcast, Special Promotions, Contests, and Web. Etc.

IT IS IMPOSSIBLE TO COVER ALL STRATEGIES SO I WILL FOCUS ON WEB STUFF.

One of the major weaknesses in the marketing area is our inability to tell our story…this can also be one of the most effective and cost efficient ways of getting information out to the consumer (prosumer) market in today’s virtual world.

SAMPLE PRESS RELEASE ON MAPLE TREE CONTEST FOR FALL COLOURS--

RESULTS

Ontario Residents Can Win Their Own Sugar Maple by entering into ...
PR-Inside.com (Pressemitteilung), Austria - 5 hours ago
... the fall colour photo contest. a fall contest seeking the perfect maple leaves photograph. Participants (or leaf) to win one of 10 maple trees. Ontario. ...

Win a sugar maple tree
Caledon Citizen, Canada - 9 Oct 2007
Visitors to the 400Eleven Web site can enter the contest by submitting their photos in a jpeg format to maple.fallcolours@gmail.com. Fall Colour Photo ...

Win Your Own Canadian Sugar Maple Tree
TravelVideo.tv (press release) - 24 Sep 2007
COM and MAPLE LEAVES FOREVER have launched a fall contest seeking the perfect maple leaves photograph. Participants nee

Travel Ontario For The Perfect Maple Leaf and Win Your Own ...
Emediawire (press release),
Where are the perfect Fall Maple Leaf Colors? Ontario Travel North of Toronto (400eleven.com ) and Maple Leaves Forever have launched a fall contest seeking ...

Travel Ontario For The Perfect Maple Leaf and Win Your Own ...
PR Web (press release), WA - 23 Sep 2007
Where are the perfect Fall Maple Leaf Colors? Ontario Travel North of Toronto (400eleven.com) and Maple Leaves Forever have launched a fall contest seeking ...

Tell your story, you always have something to communicate to your consumers, and regardless of your choices and strategies you have to continuously be in front of your customers.

WEB PICK UPS OF THE RELEASE PLUS KNOWN NEWSPAPER PICK UPS.

Treat your website as an assets, every page you add increases the value to the consumer. Add your press releases to build content.

Treat you website as a Bi-weekly newspaper—keep it current and up-to-date.

COSTS AND BUDGETS

The online ad market will be worth $61.3 billion by 2012, vs. $18.4 billion this year, and, by 2012, interactive spending will comprise 18% of marketing budgets, according to a new report from Forrester Research.

How can I manage my MARKETING costs?

Are you tempted to react to upcoming features by the media, or do you have a plan and direct the media to do what is in your plan?

What works for you, may not work for someone else

However we all have a story to tell and this is where the Internet gives all of us, not just the Big Corporation to have a chance!!

WE NEED TO BE INOVATIVE AND CREATIVE IN MAXIMIZING THE MOST VISIBLE MESSAGES FOR THE LEAST COST

REINFORCE VALUE OF PRESS RELEASE AND ADDING TO WEBSITE.