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Thursday, November 18, 2010

3 easy steps to write a Marketing Plan for Your Small Business [DOWNLOAD Link]

 See below to download workbook.

Last week Friday I was invited by Bill Diggs and the Miami-Dade Chamber of Commerce to sit on a business empowerment panel discussing development & expansion of the small business. No surprise, I was to lead the discussion on marketing and branding. It was an honor to be invited to do so.

As I was aware that I would be the young professional on the panel I decided to prepare beforehand by producing a supplementary marketing and branding packet that included a presentation on the relevance of marketing and tips for small business. I also included a marketing plan projections worksheet to help small business owners focus their marketing efforts.

As counter-productive as it is, marketing is typically the “last hired, first fired” process in the development a business. I find that owners, particularly small business owners, are so enthralled in the operations side of the company that they often times neglect the communications, advertising, and sales side.

The marketing packet that I produced was to simplify marketing to its core competencies in order to clarify the process and engage the average small business owner. The point was to illustrate to the owners that if they neglect the relationship between the services provided by their business and the benefit to the potential customer, then that relationship, like any other relationship with a lack of communication, would not be long-lasting.

Marketing is no longer simply selling an idea, good or service. It is about creating necessity. Marketing is about creating value in a brand by communicating the benefit, or perceived benefit, of use to the customer, thus illustrating the mutually beneficial partnership. Once that relationship is formed it must be maintained with good customer service, quality product, convenience and reliability. Customer loyalty will be the end result.

See my Marketing for Small Business workbook below:

Marketing for Small Business - Kelliann McDonald, Marketing and PR Consultant

EVENT info below.

Miami-Dade Chamber of Commerce
“Providing A World of Business Opportunities”

Please join us for our 6th Business Empowerment Networking Series Workshop & Panel Discussion

“Development & Expansion of the Small Business”
with featured speaker, Fenorris Pearson, CEO of Global Innovation & Corporate Influencer

Friday, November 12, 2010 from 9:30am to 1:30pm
Parrot Jungle Island, 1111 Parrot Jungle Trail, Miami, FL 33132

To reserve your exhibit space and RSVP for this event, please call the Chamber at

305.751.8648 or visit our website at

Kelliann McDonald is an award winning marketing and public relations strategist and community advocate. A recognized brand motivator, McDonald connects people and ideas by designing tailored and engaging marketing communication campaigns for businesses looking to create a competitive advantage in today’s ever-evolving marketplace.
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