Letter # 5
Marketing That Drives Revenue For Your Small Business !
Sponsored by Ursuline College and U.N.I.T.E.
September 25, 2008
at 6:00 p.m. – Ursuline College Mullen Commons
Professional Speaker and
Owner of Miracle Resources an Advertising, Marketing and PR Firm
Do you want to increase awareness and revenue? That is how Katherine Miracle of Miracle Resources introduces herself. She uses this elevator speech to tell people who she is and what her firm does. This is what sets her apart from the crowd.
She believes that in order to succeed were others fail you need to be a good listener and also attract attention, enough to be memorable. If you don’t create enough “intrigue” to set yourself apart, you will just be like everyone else. Develop an attention grabbing statement that describes the type of “Return on Investment” that a client will receive by working with you.
This will feature the actual work you perform, the advantages they receive from working with you, and the benefits your work provides for them. And, repetition is the key. Driving this message home over and over again is extremely important to creating that awareness.
Do what you need to do to engage and connect to your target market. She discussed setting up your computer to get “google alerts” on specific topics related to your market of interest. You need to connect with where your customer lives, works, and plays. Sometimes you may need to let your potential clients “test drive” your product. Doing some pro-bono work, writing an article on a particular topic of your expertise could be part of this test drive.
The Marketing umbrella is a full and multi-faceted one. And, it may seem to overwhelming for the small business owner to tackle all at once. There are resources and tools out there that are free. You don’t need a huge budget to handle some of these. This umbrella covers: sales, advertising, public relations, cause related marketing, branding, prospecting, market research, the four P’s, social and direct marketing, e-mail marketing, search engine optimization, and permission marketing.
Don’t forget to ask your BEST customers what will work best for them! Use them as a focus group before you see what serve there needs best. They may like incentives such as: referral card contests, streaming video, or you tube may be what works for them. Direct mail, pod casting, and survey/focus groups all are effective for specific needs.
Katherine touched on all of these “marketing umbrella” topics briefly in her presentation, given her 40 minute time frame. You should always be thinking about who is your customer? How can you catch their attention and get them to buy? Remember the four P’s: Product, Price, Place and Promotion. Cause related marketing is more prevalent today with companies supporting different causes such as AID’s or Breast Cancer. Find out what causes your clients are passionate about. Who should you be doing business with? Sometimes strong bonds are created between competitive business, that help each other and share the business market.
Katherine believes in getting sponsorships. Be creative and spend other people’s money to help with your events. This will offset the costs where you know your budget will fall short of completing your goals. It is all about creating relationships and alliances. She attributes much of her success to the mentor’s in her life. Also, other business owner’s as a support group, such as the U.N.I.T.E. group who is sponsoring tonight’s event.
At the end of the day, what do entrepreneurs have that the average bear doesn’t? Courage – Capital – Contacts! This formula for success demands all three. Katherine took questions after the program and stayed after for additional help with the group. Feedback from the crowd was very positive. They commented on what an informational and engaging speaker Katherine was. An educational and enlightening experience was had by all.
Darlene A. Morales
U.N.I.T.E., President, Laurie Penca
Miracle Resources, Owner, Katherine Miracle
John Carroll University’s, Entrepreneurs Association, Darlene A. Morales
Miracle Resources was created in August of 2003. The Miracle Resources team consists of a diverse group of professionals who use their creativity and contacts to increase awareness and revenue for clients. Previously, Katherine was a newspaper reporter covering city council and working on investigative stories. Her writing skills led her to public relations work for MDA and then for the March of Dimes. Katherine worked for the March of Dimes 15 years and was promoted 8 times including the highest position in Northeast Ohio as Executive Director.
As a board member for the Cleveland Bridge Builders, she created the sponsorship and annual gift structure and the marketing plan called CBB One Voice. She is a member of the class of 2002 of The Cleveland Bridge Builders. As a board member of the Association of Fundraising Professionals Katherine has served as Vice President of Membership. Katherine is an instructor at Virginia Marti College of Art and Design teaching Salesmanship, Advertising and Promotions and Small Business Management. Katherine is a professional speaker and is a member of the prestigious National Speakers Association. Katherine’s voiceover work has been featured on commercials and cd’s showcasing client’s products and services.
As a member of the International Referral Network Katherine and has been voted Net worker of the Year for 2004 for the Akron West Chapter of IRN. Katherine is the owner of Katherine’s Gallery which is a gallery featuring the works of University of Akron Art students located at 292 E. Exchange street in Akron. She is also the author of Respect Yourself, Respect Your Career (a book which will be released in 2008).