Olympic Peninsula Tourism Summit

HELPING ORGANIZATIONS ACHIEVE EPIC SUCCESS
Is what we do!
Is what we do!
Small Business Marketing
Tips + Takeaways

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I’m not going to give you a couple
of weak tips that probably won’t
make a noticeable difference.
I’m am probably going to annoy
you a little, especially in the
beginning.

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#1BE NICE.

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BE RESPECTFUL, KIND, WHATEVER YOU
WANT TO CALL IT. BE A GOOD CITIZEN
It’s obvious why business owners need to be good citizens in
the community. Isn’t it?

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It’s obvious why business owners need to be good citizens in
the community. Isn’t it?
If you have a bad reputation with a local, they are not going to
refer you to a tourist, or partner with you in their business.

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YOU are your business.

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…SOMETIMES WE ALL MAKE
MISTAKES.
…AND OFCOURSE SOMETIMES THERE’S EXCEPTIONS.

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#2YOU NEED AT LEAST TWO OF THESE:
1. Great Service
2. Great Product
3. Great Price

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DANNY AND TOBI’S BIG FLOP OF A BUSINESS HAD:
1. Great Service
2. Great Product
3. Great Price

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IN SMALL TOWNS:
1. Marketing starts with you and your product.
2. Marketing ends the thought your customer
has in their mind after using your product or
service.

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FOR NOW REMEMBER:
1. Marketing starts with you and your product.
2. Marketing success depends on the thought
your customer has in their mind after using
your product or service.
PSST!

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HOWEVER TODAY
we’re supposed to talk about
the actions you can take in
between [you and your
customers’ thoughts].

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AND
we’re going to start from the
ground up.

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#3
ASK FOR FEEDBACK.

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FEEDBACK!

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THEY WILL GIVE IT
Online and publicly.
Get ahead of the game.
Ask for feedback.
Improve what you do.
Engage with your customers.

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ACTIONS:
1. Ask for feedback via email.
• Have a sign-up sheet by the register.
• Use automated services like ZenReach.
• Follow-up with a note of thanks and ask for feedback.

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ACTIONS:
1. Ask for feedback via email.
• Have a sign-up sheet by the register.
• Use automated services like ZenReach.
• Follow-up with a note of thanks and ask for feedback.
2. Have a comment box or guest book. No, this isn’t the best way. The best
ways are always harder.
• It’s better than nothing…

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ACTIONS:
3. Respond to all reviews online, especially the bad ones. Yelp, TripAdvisor,
Facebook, Foursquare etc..
• Google your business, find the reviews, and humbly respond and reach
out.

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ACTIONS:
out.
4. Encourage online reviews.
• For under $50 you can print a card to keep on-hand that requests
reviews from various online source.

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ACTIONS:
out.
4. Encourage online reviews.
• For under $50 you can print a card to keep on-hand that requests
reviews from various online source.
5. Ask.
• I think the best and most hardest way is to humbly ask for feedback by
simply…asking for it.

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ACTIONS:
6. Be nice, and do your best to make changes where possible to negative
feedback.

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#4
DESIGN & COLLATERAL.

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YOU EITHER HAVE AN
AMAZING REPUTATION AND
YOUR PRODUCT STANDS
ON IT’S OWN, OR…

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YOU NEED
to establish your business visually in a
way that shows you can be taken
seriously.

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REMEMBER
A brand is not your logo, and branding is
not something that can be put into a
presentation on tips for marketing.

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EVERY
successful business we work with has
taken care to present themselves well
visually. Some have failed at doing it well,
but they all have taken the care to.

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CREATE:
• Logo
• Rackcards
• Nice business cards
• Nice signage
• Auto signage
• Menu of services
• Door hangers
• Direct mail postcards
• Flyers for the chamber
newsletter
• Stickers
• Cool clothing for employees

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So…
 You represent your business in a respectable way.
 You have two of these; a great product, great pricing,
great service.
 You’ve asked for feedback and fine-tuned your
product or service.
 You have a well designed logo and marketing
collateral.

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NOW YOU CAN MARKET
and meet the expectations of your
customers, because you’ve done the
ground work.

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#5
ADVERTISING.

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EVERYTHING YOUR
BUSINESS DOES IS
ADVERTISING.

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HIGHLY SUCCESSFUL
businesses usually advertise in
some way.

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There’s no way I can tell you
where or how to advertise
your business right now.

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 that’s what
we get paid to
do 

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ADVERTISING DEFINED:
To describe or draw attention to
(a product, service, or event) in a public
medium in order to promote
sales or attendance

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ACTIONS:
1. Banners on the highway – a super cheap way (in comparison) to reach
thousands.
2. Take advantage of yearly ad sales to get larger ads at better prices.
3. Always ask anywhere you advertise to lower their price.
4. Start a yearly scholarship giveaway
5. Create a rackcard and give it to accommodations
6. Facebook boosts for specific results, targeted to specific audiences
7. Pinterest pins if you have an e-commerce store
8. Investigate smaller publications like Port Ludlow’s Village Voice for
advertising opportunities
9. Have a large giveaway and announce it in the paper
10. Our market is saturated with classes right now, but they can be good
ways to get leads.

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#6
DIGITAL MARKETING.

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YOU EITHER NEED
time or money.
You can absolutely use digital marketing
to your advantage and it will increase, at
a minimum, visits to your website.

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ACTIONS
1. Create a customer newsletter
2. Create an educational blog on your website that will encourage site
visits.
3. Advertise on Google and Facebook
4. Optimize your website for search engine placement
If you have only a little bit of money
and a lot of time you can research
and learn the basics.

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ACTIONS
1. Work with a professional to analyze your business’s specific needs
2. Create a strategy and editorial calendar
3. Implement the strategy and editorial calendar across all mediums
4. Manage your social media well
5. Ensure your website is optimized for Google (SEO)
If you have a budget for digital marketing.

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ACTIONS
1. Do something other than digital marketing.
If you have NO time and NO budget

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#7
DO THESE THINGS NOW
Update
Your Google My Business
Listing
Use
The Tools Of Your Chamber
Respond
To Negative Reviews Online
Think
About What A Successful
Business Looks Like, For You.
Define
Your Mission Based On Those
Thoughts
Ask
For Help!

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Survive winter 

Olympic Peninsula Tourism Summit

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