How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.

1. How to Build a Company
of Distinction
Matt Davidson
LOGO Dynamics
matt@logomd.com
(804) 241-1152
Results of A Failure to
Keep a Car in Tune
www.growyourbusinesswithcc.com
Is It Time To Tune-up
Your Business? Slides available at www.slideshare.net/logomd

2. Who is Matt Davidson?
• Owner, L O GO D ynam ics, 20 years, 1 992-201 2
• Pastor, C om puter Instructor, Salesm an, Sales
Trainer, 1 974-92
• Member, M id-Atlantic Prom otional Prod ucts
Association, M APPA, 2005, form er Board m em ber
• Partner, C onstant C ontact, L ocal Experts Program ,
regular user since 201 0, “ We Put Your Logo to Work” ,
annual surveys, fund raising events— ”Tedd y Bears for
the Troops”
• L ocal Expert, C entral VA, 201 2
• Sem inar L ead er, since January, 201 1
• “Power of E-m ail M arketing— L everaging
Social M ed ia
• “Social M ed ia M ad e Sim ple”
• “A M arketing Tune-U p” I’m One of You
• “Six Steps to Grow Your Revenue”

3. Who Wants to Build a Company of Distinction?
 A Company that Distinguishes Themselves by
 Excellence in their Product or Service
 Excellence in Customer Service
 Excellence in Marketing
 Know Who They Are and Know Who They Are Not
 Understand How to Use Marketing Tools Effectively,
Especially on the Internet.
Prediction:
These are the companies that will survive the 21st Century
Key Question: Will you be an achiever?

4. Where Have the Experts Gone?
 Times have changed
 What the Previous Generation Heard?
o “You can have everything you want if you work hard enough”—
Ben Franklin, “Poor Richard’s Almanac” and others
o “How to Win Friends and Influence People?”—Dale Carnegie
o “Keep A Positive Attitude—Your Key to Success” –Dr. Norman
Vincent Peale
o People Want to Buy Their Way. There are Four Basic Personality
Types-Drivers, Expressives, Analyticals, and Amiables—IBM
Sales Training, 1950-60’s, hear it often today from various sources
o “Get Rid of ‘Stinkin Thinkin’” –Zig Ziglar
What do we hear today?

5. IN 2012
 You have to be on the Internet to sell today—Web
Site, FaceBook, LinkedIn, YouTube, etc.
 And you have to be “positioned” well—(whatever that
means).
 You need to spend a lot of money and hire experts to
be effective.
 You need to “Wow” people with technology—cute
gimmicks that bring them back to your web site.
 You need to spend a lot of time learning and doing
“techie” stuff.

6. Bottom Line
 There are no experts in the traditional sense.
 The marketplace has changed, is changing and will
change. That is the only constant.
 Your Task: Examine carefully the marketing and
customer service options and decide what holds the
best promise for you.

7. What is Business?
 Traditional Definition-Goods and Services that
Change Hands for Money
Description of the Economy, 1950-2000:
* Increasing supply of money
* Increasing ability to obtain credit
* Goods and services in limited,
sometimes short supply
* As the time passed, increased ability to
communicate
* Limited Government regulation

8. The Economy: 2000-2012
 Fear of Economic Catastrophe
 Money is available but people in general make decisions
based on fear not opportunity
 Goods in great supply and distribution capability at all time
high
 Communication has greater range than anytime in
recorded history
 Key Thought—Ours is a Value Oriented Economy and
people will purchase if they see value in the offer. They
are motivated to buy more by another person’s
recommendation than traditional media advertising.
 What is the New Definition of Business?

9. New Definition of Business
 The planned creation of “WOW!”
moments with every
 Suspect
 Prospect
 Customer
 Client
 Advocate
In order to secure the client’s loyalty and guarantee
the continuation of a business relationship.

10. Case Study: Shady Grove Preschool
 The magnet art I could have supplied was this?

11. What I did supply was this
Where do you think the client will be
buying magnets in the future?

12. Marketing 101: A.I.D.A.
Main Focus in the Past: Awareness
Getting New Customers
Interest
Awareness
Interest
Desire
Desire
Action
Action

13. New Tools Have Changed the Game
FIND
MORE
Convert to
KEEP
Advocates
Keep Clients
Retention is the New Acquisition

14. Intrusion vs. Permission Marketing
 Spam  Opt-in Newsletter
 Junk Mail  Networking Events
 Stupid Commercials
 Social Networking-
 Phone Solicitation
 You name it LinkedIn, FaceBook,
Twitter, Pinterest
 Targeted E-Mail Messages
 Social Events including
Charity

15. What Is Your Brand?
 Misconceptions About A Brand
 Only the Large Corporations Have One
 A Logo is A Brand

16. What Your Brand Is
 More About What People Say About You and Your
Company than What You Say About It
 It Starts With What You Do
 May Have More to Do with the Way You Do
Business
 Where to Start:
 What makes you distinctive, not just different?
Separates you from your competition
 What concerns are on the minds of people who are your
clients or potential clients?
What is Your Purpose? State it in a Tweet (140
characters)

17. The Media Has Changed—Have You?
Paid Media Owned Media Earned Media
Pay to Get A Channel Controlled The Customer
Attention By the Brand Becomes the Media
TV Commercial Website Share on Facebook
Newspaper Ad Blog ReTweet
Sponsorship Email List Forward
GroupOn Social Networking Yelp
Display Ads Twitter LinkedIn

18. The Key to Success—A Great
Customer Experience
 Key Point---There is NO Marketing Cure if You
Suck
 At Least, Start to get your Act Together Before You
Start Marketing
 What do you strive for in Customer Service?
 Many companies focus on avoiding Disappointment
 Few Focus on providing Delight
 Not So Great Companies Conform to Customer
Expectations
 Great Companies make a habit of Confounding
Customer Expectations by providing exceptional
service

19. The Goal:
Confound
Disappoint Delight
Conform
Conforming Disappointment—I didn’t think you were very good and you
weren’t.
Confounding Disappointment—You missed the mark to such a degree it is
simply unbelievable!
Conforming Delight—I expected you to be remarkable and you were.
Confounding Delight—You are so good, I just can’t imagine how you do it!
You “wowed” me! Scott McKain , www.scottmckain.com

20. Elements of A Good Marketing Plan
 Establish Your Brand Identity
 Basics like Business Cards, Signage and Apparel
 Next Steps—Target Markets
 Develop Marketing Media Based on Clients Perceived
Needs Not Yours
 Review Where to Put Marketing Information Online
( Follow-Up to Make Sure it is Current)
 Plan Marketing Projects and Review the Available
Social Media Online as well as update your web site,
blogs.
 Join Networking Groups like the Chamber of
Commerce, Service Clubs and/or Community Oriented
Groups
 Execute the Plan and Review at Regular Intervals

21. Have Things Really Changed?
How was it for previous generations?
Owner knew you and what you needed
Had an emotional connection with you
Didn’t forget you—built a relationship

22. Some say, “Content is King”
While Content Needs to be Relative
To the Audience, By Itself It is Not Complete.
Engagement
Marketing
Is the Way to Build a Business in
the 21st Century.
Video is One Way to Do It.

23. What Is Constant Contact?
• A Professional System to Organize Your E-mail Marketing
• A Way to Survey Suspects, Prospects, Customers, Clients, and Advocates to Better Understand
their “World”
• A Way to Plan An Event that “Showcases” Your Business
• A Way to Develop Social Media Campaigns that Are Beyond “Post and Pray”
• A Way for A Busy Small Business Owner to Stay Current on the Changing “Landscape” of
Internet Marketing”
• A Way to Monitor What is Being Said About You on Social Media
• A Way to Offer Value Oriented Discounts to Drive Business Expansion
• A way to publish a Business Profile and Distribute it to 500+ sources

24. Email Marketing Is…
 Delivering professional
email communications
 To an interested audience
 Containing information
they find valuable
Copyright © 2011 Constant Contact, Inc. 24

25. Extend the Reach of Your Email
 Make your content
shareable
 Encourage readers to Like
and Share your Email across
their social networks
 Use a sharebar to gain
insights into your contacts’
preferred channels in order
to repurpose and broadcast
your content
 Use a sharebar to collect
contacts wherever your
email is shared
Copyright © 2011 Constant Contact, Inc.
25

27. Recap and Summary
 The Definition of Business is the Planned Creation of “Wow”
moments with every Suspect, Prospect, Customer, Client, and
Advocate in order to secure the client’s loyalty and guarantee
continuation of their business.
 Write your Purpose Statement with a client’s needs in mind.
 The New Tools have changed—Goal of Marketing is to Keep Clients
and Convert them into passionate converts that help you find more
people like them.
 Key to Success is Permission Based Marketing
 Your Brand is Another Key to Success—May have more to do with
How You Do Business rather than What You Do.
 The Goal in Customer Service is Confounding Delight—”You are so
good, I just can’t imagine how you do it.”
 Develop a Marketing Plan to Effectively Use the Internet to Achieve
the Above and Stick to It.

28. Resources Individual Study
* E-Mail Marketing
 Constant Contact—www.constantcontact.com, “Engagement
Marketing” Gail Goodman, 2012
 www.growyourbusinesswithcc.com Matt’s marketing blog
* Customer Service—Scott McKain, www.scottmckain.com
Sign up for his blog.
Book: “Collapse of Distinction” (see Amazon), see his
YouTube videos, “Taxi Terry” is priceless. Other Books,
“All Business is Show Business” and “What Customers
Really Want”
• Content Marketing—Susan Gunelius, “Content Marketing
for Dummies” (2011), Wiley Press
• Video Marketing—Bettina Hind, “Video Marketing for
Dummies” (2012), Wiley Press, www.pixibility.com

29. Resources for Group Work
 Like to join other small business owners to take part in
training as well as networking?
 www.growyourbusinesswithcc.com Matt’s blog
 Constant Contact seminars-Matt to organize
 “Power of E-mail Marketing”
 “Social Media Made Simple”
 “Marketing Tune-Up”
 Local Networking Groups
 “The Lemonade Stand”—training for entrepreneurs,
www.lemonheadsrule.com

30. Next Steps
 Do Nothing—Just don’t complain.
 Develop a Plan
 Review this presentation at the following address--
www.slideshare.net/logomd
 Take a free e-mail marketing/social media seminar, see
www.growyourbusinessswithcc.com for schedule
 Go to www.ConstantContact.com for live and recorded
webinars. Sign up for the CC blog
 Identify areas of marketing you will commit to doing
 DO It
Need Help with developing a plan? Contact me at (804) 241-1152 or
matt@logomd.com