?Marketing for a Small Business? is a hands-on seminar series developed to provide small business owners with the tools and insight to help them develop and implement successful marketing campaigns. The focus is on managing marketing risk using measurable, accountable methods. The series has been created using independent modules where participants can attend sessions of their choice, although it is recommended that everyone attends Session 1 ? ?Marketing Basics.?

Session 1 ? ?Marketing Basics?
This introduction to the marketing process provides insight into the structure and organization necessary to control marketing risk. Participants will learn the steps required for effective marketing planning with an emphasis on strategic decision-making. This session serves as the foundation for the remaining sessions of this hands-on series.

Session 2 ? ?Marketing Mix?
Essential to any marketing plan, the Marketing Mix is comprised of elements marketers can control, mix and match to formulate the strategies that will drive their relationships with prospects and customers. Participants will learn about the many components of each of the Marketing Mix elements and how they are combined to form effective strategies.

Session 3 ? ?Promotion: Tools and Techniques Part 1?
Successful promotional plans rely on the gathering of relevant information to be used to make tactical decisions about the most appropriate marketing tools and media to best address a given challenge. Participants will learn how marketers make media decisions in this step-by-step, hands-on discussion that focuses on analyzing print media to select the best magazine in which to advertise an offer.

Session 4 ? ?Promotion: Tools and Techniques Part 2?
Effective marketing campaigns are often the result of integrated communications efforts in assorted media. Participants will learn about the characteristics of collaborative media, mailing lists, email marketing and telemarketing with a focus on best practices and anticipated results. This session discusses growing a strong foundation for building business using measured, accountable techniques for testing mailing lists.

Session 5 ? ?Mass Marketing Tools?
Publicity, sales promotion and broadcast media often provide the exposure a business needs to boost recognition and win new customers. This hands-on, no-holds barred session is a how-to-do-it boot camp filled with step-by-step instructions and direction participants can immediately integrate into their marketing efforts.

Session 6 ? ?Marketing and the Creative Process?
This comprehensive session focuses on implementing marketing strategies with easy, to-the-point examples that can easily be applied to any business. Participants will explore the characteristics of marketing tools from a strategic perspective that will sharpen their ability to select the ?right? tool to meet the challenge at hand. They will discover how to present an offer to a targeted market segment. They will learn step-by-step how to create and mail a printed piece and will study the anatomy of an effective direct mail package.

Session 7 ? ?Marketing Metrics - Measuring Progress and Success?
Every marketing effort ? an advertisement, a direct mail campaign or a television commercial, represents risk to the business when money is spent with limited assurance of a necessary return on the investment. When marketers follow a careful plan for testing and growing business incorporating simple metrics they know exactly how much they spent on each individual marketing effort, how much they got back, and they have the basis for deciding whether to repeat the effort in the future. Participants will learn about important techniques to analyze results and manage marketing risk.

Session 8 ? ?Personal Selling and Business to Business Marketing?
Businesses marketing to other businesses contend with different consideration sets than businesses marketing to consumers. There is less of an emotional factor, more structure and there are more rules inherent in the business buying process. Participants will learn how to use research to properly segment for business marketing and how to establish positioning to plan strategies to effectively address targeted prospects. The role of personal selling will be discussed along with tips for presenting information to business customers.