Practical
Marketing Education Series
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
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#practicalmarketing
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Practical Marketing | Meet your Presenters
Tina Stock | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years experience
in product marketing, social media marketing, content marketing,
communications strategy, display advertising and search engine
marketing. Tina blogs about marketing at tinastock.com , and you can
follow her on Twitter @tinadstock.
Who is YP?
> YP is North America’s largest local search, media and advertising
company.
> Our mission is to help local businesses and communities grow.
> We generate 40 billion annual impressions on the YP Local Ad
network and have 3,000 marketing consultants helping over
600,000 businesses get, and keep, customers.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Practical Marketing | Meet your Presenters
Aaron Kahlow | Chairman, Founder
Kahlow is one of the most recognized thought-leaders in the Digital
Marketing and Social Media space having delivered hundreds of
keynote speeches and sessions around the globe from Hong Kong to
London, San Francisco to Sao Paulo. Known for his inspirational style
and plain spoken nature, audiences always walk away feeling
empowered and educated. He is considered a leading online marketing
educator and can translate online marketing technology jargon into
simple marketing and business terms. He is a recognized authority on
social media marketing, Facebook Advertising, Twitter, Video, BtoB
Digital Marketing, Search Marketing, and all things digital.
Kahlow served on the Board of Directors of the International Business
Marketers Association, Search Engine Strategies, Online Marketing
Summit and in an advisory capacity on many other boards. He is also a
well respected entrepreneur named Metropolitan Magazine's “Top 40
Entrepreneurs under the Age of 40”.
Marketing has evolved
Open a business.Write a
slogan.and mobile
ads. . .
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
How do I keep
track of it all, and
how do I prioritize
given my limited
resources?
The easiest thing to do is JUST DO IT –
start on Digital.
• Doesn’t take any prep, major tech skills
or work.
• Getting set up on Google, Facebook or
any email platform is now plug and play
for the most novice.
So you can start. And, you’ll get better. But
start. It’s all that it takes.
Traditional to Digital: Not Hard and Worth It
Small Business | Practical Marketing Series
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Part 1: The heart of Practical Marketing
Part 2: Get customers to know you and
hear your message
Part 3: Zero in on customers who
matter most to your business
Part 4: Turn your customers into
fans and cheerleaders for
your business
Part 5: Do it again. Learn what works
best to connect you with
your customers
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Small Business | Practical Marketing Series
November 14, 11:00 am, pst
Jacob Walker, Piston Agency
Tina Stock - YP
Part 1:The Heart of
Practical Marketing
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
You have an awesome business
One minute is all you need to make a
great first impression
Use it as a basis for all marketing
One minute is all you need to make a
great first impression
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
You need to make a great first impression
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Good Stories Follow a Pattern
1Introduction
Sets scene &
introduces players
Small Biz:
What Do You Do?
2Conflict
Interrupts the status
quo and introduces
conflict.
Small Biz:
What Problem or
Conflict Are Your
Customers
Experiencing That
You Can Solve?
3Climax
The peak of the
story; action is
taken to resolve
the conflict.
Small Biz:
The Big Difference
Between How You
Solve Your Customers’
Problems Versus Your
Competitor
4Resolution
A new status quo
is established.
Small Biz:
Why Should Your
Customer Care? Why
Choose YOU?
The Story Arc
Every story told follow the same structure.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
60-Second Business Story | Example 1
What problem do you solve?
I sell specialty and exotic
plants
What do you do?I have a garden
shop
How is your business different?
The plants I sell are not
found
in box stores
Why should anybody care?
You can have the
garden of your
dreams
60-Second Business Story | Example 1
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
60-Second Business Story | Example 2
What problem do you solve?
I specialize in repairing
copper pipe
What do you do?
I'm a plumber
How is your business different?
I charge a flat rate
Why should anybody care?
You can feel
confident in a fair
price
60-Second Business Story | Example 2
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Take Action | Write your own business story
facebook.com/YPSmallBiz
Adsolutions.yp.com/practicalmarketing
The Story IS a Small Business’ Brand
1Introduction
Sets scene &
introduces players
Small Biz:
What Do You Do?
2Conflict
Interrupts the status
quo and introduces
conflict.
Small Biz:
What Problem or
Conflict Are Your
Customers
Experiencing That
You Can Solve?
3Climax
The peak of the
story; action is
taken to resolve
the conflict.
Small Biz:
The Big Difference
Between How You
Solve Your Customers’
Problems Versus Your
Competitor
4Resolution
A new status quo
is established.
Small Biz:
Why Should Your
Customer Care? Why
Choose YOU?
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
1. Build a great product or provide a great service
2. Make sure what you offer meets/exceeds needs
of your customer
1. Position yourself and what you offer in a
way that makes your customer come to you
(learn to tell your story, package it up, like
the above explanation)
2. THAT is how you get sales and brand building
comes ONLY after that.
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Tell Your 60-Second Business Story
Once you've nailed down your
business story . . .
try it out with your ideal customer!
(But, who is your ideal customer?!)
Your ideal customer is the person
who wants to do business with you
– AND with whom you want to
do business
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Defining your ideal customer
keeps you from wasting
money & energy on
bad business
relationships
Not everyone is your ideal customer
Select 10 – 25 adjectives which describe
your current customers
(or the people you wish were your current
customers!)
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Describing your ideal customer can be easy
Download Small Biz Marketing Basics at adsolutions.yp.com/practicalmarekting
Select 10 – 25 adjectives which describe
your current customers
(or the people you wish were your current
customers!)
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Describing your ideal customer can be easy
Finding the right adjectives
Demographics | gender, age, income
Events & Stages | getting married, going to
college, having a baby,
retiring
Location | neighborhood, zip code,
city, state, country
Interests | hobbies, affinities, clubs
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Finding the right adjectives
Demographics | gender, age, income
Events & Stages | getting married, going to
college, having a baby,
retiring
Location | neighborhood, zip code,
city, state, country
Interests | hobbies, affinities, clubs
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
OMI Education Series
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
http://www.onlinemarketinginstitute.org/YP
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
What Questions Can We Answer for You?
http://adsolutions.yp.com/practicalmarketing
http://www.onlinemarketinginstitute.org/YP
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Summary
Part 1: The heart of Practical Marketing
is you and your customer
• Have a 60-second business story to
ensure a great first impression
• Clearly define your ideal customer
Visit -
adsolutions.yp.com/practicalmarketing
Get feedback –
Facebook.com/YPSmallBiz
#practicalmarketing
Part 1: The heart of Practical Marketing
Part 2: Get customers to know you and
hear your message
Part 3: Zero in on customers who
matter most to your business
Part 4: Turn your customers into
fans and cheerleaders for
your business
Part 5: Do it again. Learn what works
best to connect you with
your customers
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Thank you! | Register for Entire Practical Marketing Series
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Be Sure to REGISTER for the 2nd in the Series
September 17, 11:00 am, pst
Eric Enge, Stone Temple Consulting
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