Small Business Marketing by Jillian Shaw

How to Make A Marketing Calendar

Jillian Shaw — Fri, 04 Feb 2011 15:39:54 +0000

What is a marketing calendar?

A marketing calendar is just what it sounds like: a calendar for your marketing schedule. It’s a great way to plan out a year’s worth (or more) of marketing campaigns so that you can see at a glance every thing you plan to do and what needs to happen to get it done.

Why do I need one?

A marketing plan saves you time and money–both things small business owners have very little of. You can plan ahead so that you’re not always rushing around last minute, applying the finishing touches just in the nick of time. You can also plan your budget so you don’t get shocked at the end of the year when you realize how much money got sucked into the poor-planning hole. You’ll be able to take advantage of sales and discounts for future campaigns – because you already know what you’ll need. It’ll also be easier for you to track and measure results once a campaign is complete, because you’ll have a record of when everything occurred.

Now, how to create a marketing calendar for your small business marketing efforts:

Get a calendar (duh). Whether you make it in Microsoft Word, pick one up at the mall, or perhaps get a desk calendar or one of those cool dry-erase calendars to put on the wall.
Review your mission statement. What are you trying to accomplish this year? What image do you want for your small business? Write out 3-5 marketing goals derived directly from your mission statement and business plan.
Define your target market. Who are your customers? Who are your potential customers? Clearly identifying the people you want to talk to will help you determine when, where and how to convey your marketing message to get the biggest bang for your marketing buck. And it’s important to narrow down your audience. The idea is to take a ‘sniper’ approach to messaging, rather than a ‘shotgun’ approach.
Identify your customers’ needs and how your service/product solves them. Before you advertise to your market, you need to know what to say! The most effective marketing techniques present a problem (presumably one that your target audience has) and then provide the perfect solution – your product or service.
Get your marketing strategy together. Take all the information you’ve gathered in the previous steps and determine how you want to use it. Will you use billboards? TV commercials? Newspaper ads? What marketing tactics make the most sense for your business and your customers?
Plan your marketing mix. Since I don’t have the patience to write about the complexities of developing a marketing mix, I’ll link you to the perfect resource instead. Check out QuickMBA’s primer on marketing mix, then incorporate it into your marketing strategy.
Finally, create your marketing calendar. Take all the knowledge you’ve gathered in the previous steps and use it to input your strategy into your marketing calendar. Break it down by week and determine if you’ll do monthly or quarterly marketing campaigns.

Once you’ve outline what it is you want to do, develop your budget around it. Spread your money throughout the calendar, concentrating your advertising budget on your most intense advertising times. Then start calling up your vendors, shopping around, and get the best rates for your planned ad campaigns.

How to Turn Small Business Office Supplies into Advertising Tools

Jillian Shaw — Fri, 26 Nov 2010 13:19:50 +0000

Every business owner needs office supplies. Printer paper, post-it notes, paper clips, even if your office is in your basement, you probably have the basics. Here’s a few supplies you most likely already have or can cheaply pick up on your next trip to Office Depot, and how you can transform them into marketing tools for your small business.

Paper – Use your computer or just some markers and create posters, flyers, brochures – the sky’s the limit.
Avery Address Labels – Use the computer to design a sticker using your business logo and tagline. Then stick them to your customers’ purchases.
Post-it Notes – You use post-it notes for everything, why not advertising? Make a ‘coupon’ redeemable within the next week for 10 or 15 percent off.
Business Cards – No doubt you have these printed up and sitting next to the register (if not, you should). Use the back side to hype an upcoming event or advertise your business website, Facebook page or Twitter handle.
Address Stamper – Don’t let your customers forget where they got that great (insert your product here). Stamp your address on their receipts, flyers, etc.
Sidewalk Chalk – maybe you don’t have this on hand in the office, but I’m sure you can borrow some from your son or daughter! If there’s a sidewalk outside your store, use it as a billboard! Draw out a special offer ‘ad’ or grab the attention of passers-by with a funny line and an arrow to your store front.

Got any other ideas? Please share in the comments below!

Your Small Business Online, Step 1: Google Thyself

Jillian Shaw — Fri, 26 Nov 2010 01:40:01 +0000

If you’re an established business, whether you have a website or not, you most likely have an online presence. It’s very important that you are aware of what’s out there about you and that you start working to harness the power of the internet for your small business.

So, Google your business. Most likely the first result will be the Google Places entry for your business. Click on it, claim your business and start filling out your information. Supplement with everything you have on hand – store information, photos, videos, links to your website, etc., and update it often as your business grows and changes. This is often the first impression new potential customers get of your business.

If you have a website, where does it show up? Theoretically it should be the very first result listed. If it’s not, you have some search engine optimization work to do.

Finally, what other websites link to you? What other websites mention your website or your business? Make sure your business is on every applicable business listing website and work to build relationships through social media outlets like Facebook and Twitter. You’d be surprised how friendly your ‘friends’ and ‘followers’ are. Many will gladly link to you in their own online expeditions.

2010 GOP Sweep: What Does It Mean for Small Business?

Jillian Shaw — Wed, 03 Nov 2010 13:12:31 +0000

Republicans Sweeps 2010 Elections, Save Small Businesses

With a Republican gain of some 65 seats in the House, you may be wondering how this ‘sweeping’ change in the political landscape will affect you in the coming days. You may have seen rumors that the stock market will jump up in response. It may, but as we all know the NYSE is about as finicky as the weather forecast. However, the GOP sweep will create generally positive change for the small business community. Here’s why:

Healthcare Reform reform – HCR, the boondoggle of the first half of Obama’s administration, will most likely be the first thing to be picked apart, re-worked and hopefully repealed. This giant piece of legislation – most of which has nothing to do with actual healthcare – has caused the cost of hiring new employees to sky-rocket. The cost of employment is so high, it’s forcing small businesses right out of business. And entrepreneurs that want to create a start up? Don’t even think about it. Luckily, we can count on the newly elected Republicans to reverse the craziness and end the national hiring freeze.
Taxes – Republicans are traditionally tax-cutters and particularly small-business-friendly, and this new breed of Tea Party Republican promises to be downright zealous about relieving small businesses of much of their tax burden in order to stimulate job creation.
Gridlock – The GOP has swept the House of Representatives – that’s 1/2 of 1/3 of the branches of the United States government. So we know we can count on one thing to happen – nothing. In a way that’s not too pleasing to hear. But how does this affect small business? Many small businesses are business-to-business, meaning they serve other businesses rather than directly serving the consumer. For two years big business has done NOTHING, for fear of the unknown. Now that the GOP is in the perfect place to halt any more sweeping changes from the Democrats, businesses can now relax, and move forward in one direction or another in this new economic climate. They will be building, expanding, hiring, marketing, etc., which will mean they’ll be hiring smaller businesses to get the jobs done. The domino effect will result in lower unemployment and a stronger economy for the country.

All I Really Need to Know (about Copywriting) I Learned from Watching Dave Marinaccio

Jillian Shaw — Wed, 14 Jul 2010 12:54:00 +0000

The following is re-posted from a guest blog post on UrbanMuseWriter.com on July 2nd, 2010.

Today is my last day at the coolest job I’ve ever had. I’m a copywriter for the largest advertising agency in the Nation’s capital – for a few more hours, at least.

Two and a half years ago, I didn’t know anything about advertising. I was working in a completely different field, bored with my desk job, when quite haphazardly a job posting for an advertising copywriter popped up in my inbox. I thought ‘eh, why not’ and shot off my standard resume, un-tailored and untouched.

I never expected anything to come of it, but they called me for an interview. I barely even remembered applying, and I Googled “advertising copywriter” just to figure out what the job was. Even on my first day at LM&O Advertising, I didn’t really know what “copy” meant. But that didn’t matter.

I had already blazed a trail of creativity in college as a playwright. I’d worked as a political campaign manager, so I knew I could sell. If I could sell politicians like they were saviors, I can sell anything, right? How hard can copywriting be?

Little did I know, people spend years trying to break into advertising. The competition is even worse as a creative. Grads who majored in it can’t get into even the smallest ad shops, and those folks know their stuff. No OTJ training for them.

But book-smarts aren’t always that great. Sometimes knowing exactly what has worked in the past means not trying anything new. And sometimes a bad idea yesterday is a good idea today. It just needs a defender who doesn’t know – or doesn’t care – that she may be fighting a losing battle.

That’s the first thing I learned from Dave Marinaccio when he hired me: Take chances.

From my very first day, Dave encouraged me not to be afraid to have bad ideas. Of course, it may be a genuinely bad idea. In which case he encouraged me to have really thick skin, and not take criticism personally.

After getting used to using the word ‘concept’ as a verb, my new career as an ad creative gave me a chance to use my relatively dormant right brain. It took me a while to stop worrying about the project budget, what’s technically feasible and other stuff that doesn’t matter to creatives. Allowing yourself to think outside the realm of the possible can make what you thought could never happen into reality.

At LM&O I’ve had the opportunity to work with some amazing writers. These people blow me away with the masterful stuff they come up with. From them I learned that practice makes perfect. I’m fast developing my own creative genius in this area. Nothing feels better than getting accolades from the client for a brilliant concept or headline.

So how could I possibly leave this place that’s actually let little ol’ me write for big name clients, work on national TV campaigns and execute crazy, hair-brained (and successful) interactive campaigns, to try my hand as a freelance copywriter?

Probably the same reason a lot of other freelancers do it. I’m a wife. And a mom. My husband got a job at a great company in the Big Apple that offered him about a gazillion times what I make. How can I argue with that?

The truth is, I’m incredibly lucky. I’m moving to the world’s advertising mecca. I have the freedom to work because I want to, not because I have to, which means I can take on more intriguing projects or take a gamble with a start-up. And I have the incredible opportunity to spend more time with my awesome kids.

Still, leaving such a great job is tough. LM&O is one of those companies that feels like home when you walk in the door. I’ll miss seeing Sarah’s smiling face at the front desk every morning. I’ll miss my office-mate’s expansive iTunes selection. I’ll even miss Dave’s occasional dose of Trekkie-fied wisdom. But I’ll take with me a lot of good experience, some fun times working on stuff like the LM&O holiday card, and friends that will hopefully stay in touch, and maybe even join me in New York one day.

I’m not ready to jump into a new endeavor yet, but I know I can’t just sit idly by while the career world rushes by me. That’s why I’m pushing forward with new entrepreneurial projects, consulting, and publishing my own blog. That brings me to my last lesson from Dave: Even if you’re doing it wrong, do something. If nothing else, you’ll learn something along the way.

Jillian Shaw Plomin is an advertising and public relations consultant to small businesses and political campaigns throughout the country. You can find more of her writing and marketing advice at JillianShaw.com.

Finding A New Balance

Jillian Shaw — Fri, 02 Jul 2010 13:12:31 +0000

I’m excited to announce that today I am being featured on The Urban Muse as a guest blogger. If you haven’t read it yet, please go over and check it out! The Urban Muse is loaded with great resources for writing.

Today also marks the beginning of a new journey for me. As you read this, I’m probably finishing up my last day as a 9-to-5-er or heaving boxes onto a truck. Well, directing the box-heaving, at least.

The timing for this move is certainly serendipitous. I’m moving to follow my husband, who landed an amazing opportunity in the banking industry, to New York City, where the very heart of advertising and public relations lies. And, I don’t have to worry about being the breadwinner. So instead of looking for a full-time job, I’ve lined up some freelance work and a couple fun marketing projects.

It’ll definitely be interesting not going to an office everyday. I’m looking forward to spending time with my family and exploring the Big Apple. And of course, I’ll be continuing to blog about marketing, advertising and public relations here at JillianShaw.com.

Explaining Advertising Saturation

Jillian Shaw — Thu, 24 Jun 2010 14:58:03 +0000

How absorbent is your media mix?

Have you ever seen an ad that made you say “If I see that commercial one more time I’m going to scream!” That’s because the brand is trying to saturate the market. Saturation is can be a difficult concept to grasp, but for small business owners, a condensed definition is all that’s necessary in order to put the information to work for you.

Saturation simply refers to the amount of advertising that is being absorbed by a specific market.

Saturation is usually described as a percentage. For example, if you’re purchasing billboard space around your town, five billboards strategically placed all around and through the city will probably been seen by every driver multiple times over the course of a week (the standard rental period for a billboard is a week). Every driver = 100% of drivers = 100% saturation.

It’s important to note that you can really only get to 100% saturation. Spending any more money above that point is a waste. Your billboards can’t be seen by 110% of drivers, so why spend that extra 10% of your budget? That would make you the annoying business whose ads you can’t escape. You don’t want to be that guy.

Market saturation is measured through statistical models and lots of math that I’ll admit I can’t begin to fully understand. If you want a more in-depth explanation, however, check out this rather lengthy Hirsch and Schweizer article, The Advertising Saturation Point. It gives a well-researched explanation of how and why ad saturation matters, especially to your bottom line.

Luckily for you small business owners, chances are your market is a small to medium-sized geographic area, so reaching a high saturation is not as expensive as you might think.

Every advertising medium will have different ways to measure and define advertising saturation. Don’t be afraid to ask questions when you’re buying ad space or air time. The more you know, the more effectively you can spend your advertising dollar.

How much advertising saturation is enough for a small business? A good rule of thumb is to completely saturated the market through your top priority advertising medium only before moving on to another medium. So if you choose to place 30-second ads on the radio, you’ll want to reach 100% saturation through that medium before spending money on a second medium. In other words, 50% saturation on radio and 50% saturation in the newspaper does NOT equal 100% saturation. Different media often have different audiences, therefore the crossover you’re looking for may not exist in order to hit your target market at 100% saturation.

If you want to learn more about the effect of advertising saturation, check out this article on adstock. I’d also highly encourage you to talk to your media vendors about saturation and how advertising saturation changes through out the day, week, month or year or due to special events at their station/channel/publication. This will give you a handle on when the best times to buy are.

Random Posts

What Are Reach and Frequency?

Jillian Shaw — Fri, 18 Jun 2010 12:59:11 +0000

What is reach?

Reach refers to the number of people that get exposed to your message for a particular advertisement.

Why is reach important to small business marketing?

A great advertisement will do you no good if no one sees it. If you’re going to pay for advertising, make sure you’re getting your money’s worth. Don’t advertise on websites or in papers with very little traffic or readers, or worse yet, the wrong traffic or readers.

What is frequency?

Frequency refers to the number of times a consumer sees your advertising message.

Why is frequency important to small business marketing?

There’s a saying that says something along the lines of ‘it takes 7 repetitions for a message to actually be remembered.’ The number changes every now and then but the principle remains the same: if you want your message remembered, repeat it over and over.

High frequency keeps your business or brand top of mind to the consumer. For messages that communicate branding information, a website or phone number, you’ll want to aim for higher frequency. That way the consumer is more likely to actually absorb and remember your contact info.

Frequency is important even within one iteration of an advertisement. If you’re writing a 30 second radio ad, for example, and you want people to visit your website for more information, try to say the name of your website three times or more (without getting annoying).

How do reach and frequency work together?

Reach and frequency come together to ensure that you talk to your target market, and that they absorb the message you’re trying to convey.

When planning your media buys, you need to determine who you want to reach and how many times you want your target audience to receive the message then find the outlets that can give you the reach and frequency you need at a price you can afford.

What Is Public Relations?

Jillian Shaw — Thu, 17 Jun 2010 15:13:12 +0000

What is Public Relations?

Public Relations is simply the organized effort to earn media coverage organically rather than paying for it. Public Relations also encompasses activities like social networking, community outreach, and crisis response.

How does it apply to small business marketing?

There are several reasons why small businesses need to take Public Relations seriously. PR can be a great source of credibility, legitimacy and potential customers. Here are three top reasons you should seriously consider incorporating PR into your marketing plan:

PR is cheaper than advertising (pretty much free, except for the time you put in)
PR is more credible than advertising because a trusted third party (like a newspaper or radio personality) is conveying the message.
PR is generally a more genuine form of communication, and encourages you to get involved and engage with your community and your target market.

What’s the difference between Public Relations and Advertising?

The most obvious difference between PR and advertising is that PR is coverage/space/attention that you earn, while advertising is space you pay for.

Why is Public Relations important for small business?

Small businesses must invest in their local community and anchor themselves to their target market’s interest if they are going to succeed. Even in the case of online businesses, social media outreach and public relations is key. In fact, if done well, it can replace paid online advertising altogether.

It’s important not to underestimate the power of PR. PR (or the lack thereof) has the power to make or break your business in a matter of hours or days, as many big businesses have learned the hard way. Chances are your small business doesn’t have as many PR threats as companies like Coca-Cola, BP or Nike, but you have just as many PR opportunities, if not more.

Hire Free Help

Jillian Shaw — Fri, 04 Jun 2010 13:03:17 +0000

Would you believe it if I told you there are talented, smart, energetic people that will eagerly work for you–for free?

They’re called interns, and they’re not just for huge law firms, congressional offices and the powerful banking industry. There’s a good chance your small business is near a college, university, vocational school, or at least a high school, full of enthusiastic young people that desperately need real-world experience in the work force.

Don’t think your business has much to offer? Think again! Accounting, marketing, management, customer service, sales, the list goes on. It’s also an opportunity for you to expand your efforts in areas you may not feel confident tackling on your own.

So explore the opportunities that exist in your area, or start a program yourself. Talk to a school in your area to find out where to start. Your local Chamber of Commerce might already have resources for you. Just remember to make the experience worthwhile for your small business and rewarding for your intern.

Small Business Marketing by Jillian Shaw

How to Make A Marketing Calendar

Related Posts

How to Turn Small Business Office Supplies into Advertising Tools

Related Posts

Your Small Business Online, Step 1: Google Thyself

Related Posts

2010 GOP Sweep: What Does It Mean for Small Business?

Related Posts

All I Really Need to Know (about Copywriting) I Learned from Watching Dave Marinaccio

Related Posts

Finding A New Balance

Related Posts

Explaining Advertising Saturation

Random Posts

What Are Reach and Frequency?

Related Posts

What Is Public Relations?

Related Posts

Hire Free Help

Related Posts