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Marketing 101

Photo by Brandon Grooms. Marketing 101. Amanda Dale Wroten. What is Marketing?. “Marketing is the process of creating, communication, and delivering value to customers” Everything you do is marketing Guiding Facebook Photos for Clients Now formalize it – make a plan.

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Marketing 101

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  1. Photo by Brandon Grooms Marketing 101 Amanda Dale Wroten

  2. What is Marketing? • “Marketing is the process of creating, communication, and delivering value to customers” • Everything you do is marketing • Guiding • Facebook • Photos for Clients • Now formalize it – make a plan

  3. Why Marketing for Guides • Guiding creates an experience for the client. • YOUR BRAND IS THE EXPERIENCE CLIENTS HAVE WHEN DOING BUSINESS WITH YOU. • What experience do you provide? • What promises do you make? • How do you follow up after you have delivered? • You are a promise.

  4. Why Market Yourself • You are your own brand • Repeat clients • Develop brand recognition/following • Create top of mind presence • Better climbs • More stability • Mobility in the company Photo by Mark Falender

  5. So What is Your Brand • List at least 10 adjectives that describe your brand and how you see yourself as a professional guide. Rank them in order of importance to you. Photo by Mark Falender

  6. Car Exercise • If your company was a car, what kind of car would it be and why? Be as specific as you can - pick a manufacturer, a model, a color, a year. Which extra features, if any would your car have? Would it be an American car or import? Would it be eco-friendly or affordable? Photo by Mark Falender

  7. Drive Your Traffic • Capture clients • Provide a separation of personal and profession life • Fund future climbs Photo by Mark Falender

  8. Marketing Tools • Facebook • YouTube/Photo Services • Website Photo by Mark Falender

  9. Facebook • Pages vs. Profiles

  10. Facebook • Targeted Advertising

  11. Facebook • Analytics

  12. Facebook • Canned posts

  13. YouTube/Flickr (or Picasa, or…) • YouTube Channel

  14. YouTube/Flickr (or Picasa, or…) • Photostorage for Clients • Provides value added services

  15. Website • Central repository of information • Captures tips, donation, supports upcoming efforts, rebook clients • Cross marketing efforts (photo sales, etc)

  16. Website • URL Registration • www.godaddy.com • www.bluehost.com • www.justhost.com

  17. Website • Weebly

  18. Website • Wordpress

  19. Website • Custom URL with a Facebook redirect

  20. Email Marketing • Constant Contact • Mass Emails • Blind CC • Ports • FCC requirements

  21. Marketing Plan • Build a precise picture of your ideal customer • Who is your ideal customer? • Trekking • Rock • Alpine • What experiences are you willing to provide for them? • What price point are you?

  22. Marketing Plan • What do you want to accomplish? • Do you want to book more clients? • Do you want to prep for starting your own company? • Do you want support for your personal climbs? • Do you want to network? • Do you want to rebook clients?

  23. Marketing Plan • How can you find your target clients • Networks • Facebook/Facebook ads • Capture information post climb Photo by Mark Falender

  24. Marketing Plan • Work out a Budget • How much are you willing to spend? • Facebook Ad prices • URL/Website Prices Photo by Brandon Grooms

  25. Marketing Plan • Plan your Tactics • What are you willing to do? • Plan your actions • Send email • Set up a site • Print business cards…etc. Photo by Brandon Grooms

  26. Marketing 101 • Questions? Photo by Brandon Grooms

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