Presented by Sheryl Nolen CEA 4H WebEx Houston4HCEO2 October 7 2015 Guest Presenter Cindy Kelly with Happier at Home Guess What 3 M Company 1968 Spencer Silver invent super strong adhesive ID: 741332
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Marketing 101
Houston 4-H CEO
Presented by Sheryl Nolen, CEA 4-H
WebEx Houston4HCEO2 October 7, 2015
Guest Presenter: Cindy Kelly with Happier at Home Slide2
Guess What?
3 M Company 1968 Spencer Silver invent super strong adhesive
Instead created a weak, pressure sensitive adhesive Acrylate Copolymer Microspheres Art Fry co-worker discovered a use Five years of rejection “Press & Peel”Post it Notes were accepted
Spencer Silver holds 22 patents
Get the whole story http
://www.todayifoundout.com/index.php/2011/11/post-it-notes-were-invented-by-accident/Slide3
Houston 4-H CEO
Career & Entrepreneur Options (CEO)
Learn about running a businessTapping into your talents Work hard and make moneyGrow your creative genius Presentation and communication skillsTrade Show exhibit and contestA chance to dream BIGSlide4
Entrepreneur?
Starts a businessInventor
Creative geniusDreamerTalentedSlide5
What’s Your Thing?
What are your dreams?
What things do you like to do?
What are you good at?
What things do other people think you are good at?
What would you like to be good at?
Do you know why you want to be good at it?What do other people think you should do when you start working?Can you make money at your thing?
http://www.teachingkidsbusiness.com/resource-center-whats-your-thing.htmSlide6
Ideas, Dreams. Visions and Concepts
Ideas - “next big idea” constantly thinkingDreams - thoughts, images, hopes
Vision – idea and dream in great detailConcepts-summary of the idea, how it will workSlide7
Clothing & Textiles
Amazing 11 year old Entrepreneur You Tube Mya Penn
https://youtu.be/BbCzizSI8mo Entrepreneur, artist, animator, fashion designer
“I started my business out of curiosity,” says Penn, whose online shop Maya’s Ideas has since expanded into a line of handcrafted accessories and clothing made from eco-friendly materials like recycled fabrics and organic cotton.Slide8
Maya Penn
TED Talk Women’s ConferenceMaya Ideas Eco Friendly Fashion
Eluxe Magazine Keen, Green and just 13
http://www.ted.com/talks/maya_penn_meet_a_young_entrepreneur_cartoonist_designer_activist
http://eluxemagazine.com/people/keen-green-and-just-13-maya-shea-penn/Slide9
Reisdorf Bath Products
All natural organic local bath bombs/salts
Alternate name Fortunate bath bombs Epsom salts, nourish body , stress reliefPopular holiday gifts Eco friendly Like fortune cookies, put fortunes in the package
Mission Statement:
O
ur company is about using natural ingredients, often organic and super-local with pure essential oils and no yucky chemicals, dyes, or scents. We want to help you feel relaxed , satisfied and fortunate when
yu
use our products, which are made by hand , just for you! Slide10
Marketing 101
Research- Identify the competition
Product or Service – Define what you offer Customers- Identify who will buy from you Plan- Describe how you will market your businessPromote- Define strategies for Markets (where) Social Media? Web? Local? Distribute- How will customers get your product
Price – What will you chargeSlide11
Marketing Preparation Steps
Identify product benefits
Write down all the benefits (not features) Write down all the problems it solvesIdentify the target customer Write down all the information on the customer you want to buy your productWhere will you find the customers?Slide12
Preparation Steps
Marketing Preparation
Steps Identify Product Benefits1- Write down all benefits (not features) People do not by because of features they by because of benefits2- Write down what problems your product will solveEmotional triggers (fear, pride, happiness guilt, jealousy
Identify
the
Target
CustomerWrite down all the information on the target customer
Where will I find these people I.E. facebook, shopping malls Slide13
Cindy & Bryan Kelly
Happier at Home (HAH) web site http://www.hahdogwalking.com/
Personalized care & immersed in the community Well defined target customerFeatured on Yelp http://www.yelp.com/biz/happier-at-home-professional-dog-walking-houstonSlogan “Your referrals make our tails wag!”
We promise you complete peace of mind that your pets will not only feel safe, content, and engaged while you’re away, but that they will look forward to each and every visit from Happier at Home. To deliver this promise, these are the three pillars we live and work by every day
: Expertise, Communication & LoveSlide14Slide15Slide16Slide17Slide18Slide19Slide20Slide21
Facebook
Logo
Customer profiles Motto Customer commentsSlide22Slide23Slide24
Marketing Basics
What is marketing? Process of planning, concepts of pricing, promotion and distribution of ideas, goods and services
Marketing focuses on identifying the customer needs and preferences –using information to shape the goods and services to satisfy the customerSlide25
Five Ps of marketing
Product - A good or service a company makes in quantity to sell on the open market.
Price - This is how much the customer has to payPackaging - What the package the product is in looks like, the information provided and how it is presented at the place of purchasePromotion
- Advertising and promotions such as contests and coupons.
Positioning
- This can refer to where it is distributed.
http://www.teachingkidsbusiness.com/business-basics-marketing.htmSlide26
Customer
Understand your customer and communicating Individual or household that purchases goods and services for personal use. Identify customer needs:
Physiological- human body, food & water Safety – to be protected from physical harm Social- interact with other people and be accepted Esteem – feel important to other people in their livesSelf-actualization- for people to recognize their potential and achieve
http://www.teachingkidsbusiness.com/business-basics-marketing.htmSlide27
Price it Right
Product benefits and features Cost of production – materials & labor
Cost of packagingCost of marketing Overhead costs Unit costSale price Profit margin
About Money / Retail Marketing Strategies http
://retail.about.com/od/marketingsalespromotion/a/product_pricing.htmSlide28
Branding
MissionValuesVision
Ideas Logo Slogan What you want the customer to remember Slide29
Fav Cookie
Chocolate Chip
Crunchy
loaded with chips
Loaded with nuts
Soft and chewy
Is it the taste or the brand?Slide30
Logos
A logo must be describableA logo must be memorable
A logo must be effective without colorA logo must be scalable i.e. effective when just an inch in size
http://www.makeuseof.com/tag/the-quick-easy-method-to-making-a-logo-for-your-website/
A logo is for inspiring trust, recognition and admiration for a company or product and it is our job as designers to create an identity that will do its job.
Classic
Nike Swoosh (shown above). This logo was created by Caroline Davidson in 1971
it’s still a strong, memorable logo, effective without
color
and easily scalable.
It
is simple, fluid and fast, and represents the wing in the famous statue of the Greek Goddess of victory,
Nike.Slide31
Marketing Materials
Tri Fold brochure 1- page flyer
Promotional items Business Card Mail out post cards Pinterest and Instagram posts Facebook announcements MEMES Slide32
Business Card
Name of business
Contact information Website Email Logo Color scheme Slogan Slide33
Flyers & Brochures
Business Name
Owner and contact information Description of Product or Services Visually exciting – images Color scheme Web site EmailSlide34
Social Media Marketing
Facebook Twitter
Instagram Pinterest Amazon Web site You Tube Video
http://www.wordstream.com/social-media-marketingSlide35
Promotion Where and How
Grand Opening Exhibitor at community event
Farmers Market Local Library Local Chamber of Commerce Presentation to community groups Rotary, Lions Club Free Samples
New product launch
Sales, coupons, special offersSlide36
Philanthropy
Customers Social Needs Branding to your values
Promoting good work in the community Connecting to the community goodwill to fellow members of the human race; especially
:
active effort to promote human welfareSlide37
Houston 4-H CEO Book Drive
Trade Show & Minnow Tank
All participants will collect books for children and bring to the trade show Books will be donated to Good Stewards Global Initiative Delivered to Houston Food bank for packaging and shipping
https://www.facebook.com/GoodStewardGlobalSlide38
Marketing Plan Assignment
Complete a Marketing Plan
Describe the product Identify Customer needs Calculate Cost and Profit per unit Describe marketing strategies (distribution and promotion) Philanthropy efforts Calculate marketing cost
Develop a Business Card and flyerSlide39
Are you a 4-H CEO