CC pres small business forum
26
How to market your business in the changing world of media. Catherine Caplice Vice President, Marketing
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Catherine Caplice presents at the small business forum: 'How to market your business in the changing world of media'.Full presentation available for download.
Transcript of CC pres small business forum
How to market your business in the changing world of media.
Catherine Caplice
Vice President, Marketing
Commerce is about
Connections and Conversations.
1st Era of Commerce: Survival
2nd Era of Commerce: Currency
3rd Era of Commerce: Telephone
4th Era of Commerce: Online & Social
1990Launch of
World Wide Web
19901st search
engine “Archie”
19921st
smartphoneIBM
“Simon”
1998Google
launches
2000Google
offers pay-per-click programs
2001Term “search
engine marketing”
created
2002RIM
launches 1stBlackBer
ry
2004Facebook launches
2005YouTube launch
2006Twitter
launches
2007Apple
launches 1stiPhone
1952Cable TV
launched in Canada
2003LinkedInlaunches
The rules have changed.
Information was LIMITED Information is FREE and ACCESSIBLE
YOU managed what YOU wanted to share
YOUR BUYER finds, creates and decides what THEY want to share
The New Rule: Become part of the conversation.
Social media lessons from Zipcar
3 simple ways to connect, converse and get found.
1. Know your Customers.
• Who are they?
• How do they find you?
• Where do they find information about you?
TIP: • ASK your current Customers
where they heard about you?
• Why they shop with you?
• ASK for feedback on your products and services!
2. Create a message that connects.
• What’s most important to them and their situation?
• Build your messages around their biggest needs or aspirations
TIP: • OBSERVE what your current
Customers buy today and when they buy
• Free service consultations or product samples are great incentives for new Customers to try you out!
• If your customers are on the go, you need to follow…
3. Be easy to find.
TIP: • BE ONLINE and be SOCIAL with
your business– Facebook– Twitter– LinkedIn
• ALL feedback can be used to your advantage– Share positive comments
with others– Recognize constructive
feedback and resolve issues right away!
Don’t be afraid of being social.
It’s just the NEW word of mouth.
www.facebook.com
www.twitter.com
www.linkedin.com
Two businesses who are nailing it.
bow wow haus
oo
ethical bean coffee
YOUR era of commerce.
www.smallbusiness.yp.cawww.smallbusiness.yp.ca
We’d love to keep in touch!
26
Thanks for coming!
