Yesterday , I finished a 2-day workshop on Effective Product Marketing presented by Pragmatic Marketing .

We spent the day on:

1. Web Content
2. Sales Tools
3. Sales Channel Alignment
4. Revenue Grow
5. Awareness & Positioning
6. Customer Retention
7. Impact on Business Metrics
8. Return on Marketing Assets
9. Product Profitability

As I went through the 2nd day I kept realizing the impact a small business can have in a niche market. The advice given was all excellent and fit the target audience well. However, this is where I really started seeing the difference between the Duct Tape Marketing program and Pragmatic Marketing. As an example, they went about the task of trying to convince people the need for blogs and effective web communication, we at DTM simply state that it really is practically a requirement to do it and dive into showing you how to do it. There are other examples as well but the tagline of simple, practical and affordab3e really strikes me here.

However, the people in the seminar were not DTM’s audience they were Pragmatic’s. For these people, the message was appropriate. Small business is typically not discussing market segmentation and sales channel alignment or should they? As you look through the outline above I believe that these are all important issues to every small business but it must be  shown to them on a much different level. Small business requires a much more tactical approach and large business wants to see the "big picture" first. I did enjoy being re-introduced to that side of the equation but must admit that the tactical side is what drives me.

It’s nice to be back to my world? A quick post from SCHLO where he re-blogged about "The Advantage of Being Small." How timely!

Topics: Duct Tape Marketing, Small Business | No Comments »

Attention:  Small Businesses, Professional Services, Salespeople and Org anizations:

The Duct Tape Marketing® EXCELerator Program is specifically designed for  entrepreneurs and business owners that want to take their revenues to the next level as soon as possible, but don’t have an in-house marketing department to help make that happen.The Duct Tape Marketing® EXCELerator Program is designed to fulfill all the needs you require from a part-time marketing department.

Personal access to leading North American small-business experts

Who has time to read every leading marketing book out there?  Now you don’t have to.  As your part-time marketing department, we have access to leading experts and can give you an opportunity to hear what they have to say LIVE as well ask them questions.  You will be kept abreast of these additio nal sessions and just like your ongoing monthly program.

You can invite your employees, partners, or spouse to join in on the call.

Calls are recorded so that you can download and listen to them at your convenience.

Past, experts have included:

• Michael Gerber
• Guy Kowasaki
• Stephen Covey
• Tim Ferris
• Michael Port
• John Batelle
• David Mearman Scott
• David Allen

Technorati Tags: Marketing Excelerator ,Duct Tape Marketing ,Markting Excel-erator ,Marketing Accelerator ,Manufacturer Marketing ,Marketing Coach

Topics: Coaches Excellence Series, Duct Tape Marketing, Marketing Coach, Marketing EXCELerator | No Comments »

Yesterday , I started a 2-day workshop on Effective Product Marketing presented by Pragmatic Marketing .

We spent the day on:

1. Management Goals
2. Inbound Product & Market Data
3. Audience Persona Profiles
4. Target Audience & Segmentation
5. Messaging & Programs Strategy
6. Selling & Buying Process
7. Marketing Assets & Liabilities
8. Marketing Plan

As I reviewed my first day, the list above me reminded very much of what we go through in our Duct Tape Marketing programs:

1. Strategy before Tactics
2. Target Market
3. Ideal Customer
4. Core Message

Though I think their words ring a little more true with their target market, I believe that the message is very similar to ours. But let me tell you first who I am in the room with:

1. Technology Customers
2. Companies with 200+ employees
3. Product Marketing Managers

When I review who Pragmatic Marketing says they are: "Experts in technology product management and product marketing," I believe they have done a good job in capturing their target audience.

Ok, so what did I learn.

1. I learned that the core messaging for strategy is very much the same for small and large companies. They may have many more segments but may end up being less defined as a result. This to me presents a huge advantage for small business. The more we move to our niche the more we can dominate. We have a great opportunity to develop a message, expertise and relationship with our prospects(customers). However, there are companies doing it very well with customer-focus groups and other tools that were discussed, small companies still have to earn the relationship.
2. Win/loss analysis : We simple do not spend enough time looking at why we won and even more why we lost. Especially important is finding out the reasons behind losses. Something other than price, delivery, etc. A trick mentioned is make sure this is not part of the sales process or using  someone that was part of the sales process to get the answers.
3. Get out from behind our desk and with customers. I think that is more of a problem with largest companies but it still holds true with many small companies that are product driven. Seldom can you maintain a competitive advantage by product alone, huh?
4. The personas, ideal client was rather a lengthy discussion and very useful. But honestly, was amazed that we were having this discussion base on the individuals that were attending the meeting. I felt this would completely understood and old news to these companies and it was not. However, what it showed me was how all this data is available at a rather inexpensive price for most of us and our ability to use such data to our advantage.
5. List Marketing : This was the terminology that was used to describe the marketing function. It is one that I struggle with on a daily basis in explaining what I do because I believe that is how most look at marketing. What event, ad, paper written, article published is how marketing is measured.  I believe that is the fault of us marketers though. We seldom work with clients basing performance on drivers. Typically, it is always and end result with a checklist on what we are going to do. John Jantsch told me once to work through the process with a customer and they will end up with a system without even knowing it. Selling a system is tough! Should I re-think my strategies?

Topics: Duct Tape Marketing, Marketing System, Product Launch, Small Business | No Comments »

 Two Great Software Titles, One Great Price

As you may know I have partnered with Palo Alto Software to produce a marketing planning software based on my Duct Tape Marketing System and book. The software is very practical and functions more like an action planning tool than a document creation tool. It is called Marketing Plan Pro powered by Duct Tape Marketing and early reviews have all been very positive.

I’malso a fan of ACT CRM software from Sage. There are lots of choices in this category these days but ACT!2009 is still one of my favorites for small businesses.

So,have I got a deal for you! Palo Alto has bundled these two great titles and is offering the bundle at $150 off the price to acquire the two separately.

Sorry for the overtly commercial message here, but I just had to share this with you.

Buy Marketing Plan Pro and ACT!2009 for $150 off

Technorati Tags: Marketing Plan Pro,Duct Tape Marketing,ACT,Sage,CRM,Contact Manager

Topics: Duct Tape Marketing, Small Business | No Comments »

Attention:  Small Businesses, Professional Services, Salespeople and Organizations:

The Duct Tape Marketing® EXCELerator Program is specifically designed for entrepreneurs and business owners that want to take their revenues to the next level as soon as possible, but don’t have an in-house marketing department to help make that happen.The Duct Tape Marketing® EXCELerator Program is designed to fulfill all the needs you require from a part-time marketing department.

Annual enrollment in the Duct Tape University.

You want to get the step-by-step process to set up a referral program?
Perhaps you would like to learn more about online marketing?

The Duct Tape University is an online learning Center chart bowl of marketing classes and workbooks to help you build and execute the perfect marketing system.

Think about it:
    No more searching all over the Internet for marketing how-to courses.
    No more purchasing marketing courses for additional fees.
    Now you can learn at your own speed, any time, space-space Day or night.

Sample courses in the Duct Tape University:
    Referral flood marketing -space how to create a flood of new business without spending one dime on advertising.
    Blog lightning space-space, how to create and promote your small business blog in a flash, a step-by-step blogging success to a role.

…  And much, much more!

Topics: Duct Tape Marketing, Informational products, Marketing EXCELerator, Online tools | No Comments »