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Marketing 101
Presented by Sheryl Nolen, CEA 4-H
WebEx Houston4HCEO2 October 7, 2015
Guest Presenter: Cindy Kelly with Happier at Home
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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
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Get the whole story
http://www.todayifoundout.com/index.php/2011/11/post-it-noteswere-invented-by-accident/
* Career & Entrepreneur Options (CEO)
* Learn about running a business
* Tapping into your talents
* Work hard and make money
* Grow your creative genius
* Presentation and communication skills
* Trade Show exhibit and contest
* A chance to dream BIG
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* Starts a business
* Inventor
* Creative genius
* Dreamer
* Talented
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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?
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http://www.teachingkidsbusiness.com/resource-center-whats-your-thing.htm
* Ideas - “next big idea” constantly thinking
* Dreams - thoughts, images, hopes
* Vision – idea and dream in great detail
* Concepts-summary of the idea, how it will work
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* 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.
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* TED Talk Women’s Conference
* Maya 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/keengreen-and-just-13-maya-shea-penn/
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* All natural organic local bath bombs/salts
* Alternate name Fortunate bath bombs
* Epsom salts, nourish body , stress relief
* Popular holiday gifts
* Eco friendly
* Like fortune cookies, put fortunes in the package
Mission Statement: Our 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!
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* 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 business
* Promote- Define strategies for
* Markets (where) Social Media? Web? Local?
* Distribute- How will customers get your product
* Price – What will you charge
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Identify product benefits
1.
2.
Write down all the benefits (not features)
Write down all the problems it solves
Identify the target customer
1.
Write down all the information on the
customer you want to buy your product
2.
Where will you find the customers?
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Marketing Preparation Steps
Identify Product Benefits
1- Write down all benefits (not features) People do not
by because of features they by because of benefits
2- Write down what problems your product will solve
Emotional triggers (fear, pride, happiness guilt,
jealousy
Identify the Target Customer
Write down all the information on the target customer
Where will I find these people I.E. facebook, shopping
malls
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* Happier at Home (HAH) web site
http://www.hahdogwalking.com/
* Personalized care & immersed in the
community
* Well defined target customer
* Featured on Yelp
http://www.yelp.com/biz/happier-at-homeprofessional-dog-walking-houston
* Slogan
“Your referrals make our tails wag!”
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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 & Love
* Logo
* Customer profiles
* Motto
* Customer comments
* 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 customer
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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 pay
Packaging - What the package the product is in looks
like, the information provided and how it is presented
at the place of purchase
Promotion - Advertising and promotions such as
contests and coupons.
Positioning - This can refer to where it is distributed.
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http://www.teachingkids
business.com/businessbasics-marketing.htm
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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
lives
* Self-actualization- for people to recognize their
potential and achieve
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http://www.teachingkids
business.com/businessbasics-marketing.htm
* Product benefits and features
* Cost of production – materials & labor
* Cost of packaging
* Cost of marketing
* Overhead costs
* Unit cost
* Sale price
* Profit margin
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About Money / Retail Marketing Strategies
http://retail.about.com/od/marketingsalespromoti
on/a/product_pricing.htm
* Mission
* Values
* Vision
* Ideas
* Logo
* Slogan
* What you want the
customer to remember
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* Chocolate Chip
* Crunchy
* loaded with chips
* Loaded with nuts
* Soft and chewy
Is it the taste or the brand?
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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.
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.
* A logo must be describable
* A logo must be memorable
* A logo must be effective without color
* A logo must be scalable i.e.
effective when just an inch in size
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http://www.makeuseof.com/tag/the-quick-easy-method-to-making-alogo-for-your-website/
* Tri Fold brochure
* 1- page flyer
* Promotional items
* Business Card
* Mail out post cards
* Pinterest and Instagram posts
* Facebook announcements
* MEMES
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* Name of business
* Contact information
* Website
* Email
* Logo
* Color scheme
* Slogan
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* Business Name
* Owner and contact information
* Description of Product or Services
* Visually exciting – images
* Color scheme
* Web site
* Email
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* Facebook
* Twitter
* Instagram
* Pinterest
* Amazon
* Web site
* You Tube Video
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http://www.wordstream.com/social-media-marketing
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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 offers
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* Customers Social Needs
* Branding to your values
* Promoting good work in
the community
* Connecting to the
community
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goodwill to fellow members of the human race; especially
: active effort to promote human welfare
* 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
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https://www.facebook.com/GoodStewardGlobal
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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 flyer
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