Format: Video of Slides with Audio

Presenter: Marty Gould

Most local business owners confuse marketing with advertising, fixating on how to buy the most eyeballs or ears for the lowest cost. But marketing in today's multi-dimensional media world is about a lot more than just advertising. It's about coordinating and planning multiple activities on many platforms to achieve the goal of acquiring customers. And every good marketing plan begins with a budget. This special workshop will teach you the step-by-step process for creating a realistic budget that fits your business' size and goals, as well as helping you avoid the common mistakes business owners make causing marketing plans and budgets to blow up. LEARNING OBJECTIVES: Upon completion of this session, participants will be able to: ? Calculate their individual customer acquisition price ? Develop a foolproof formula for creating an appropriate marketing budget that adjusts to realistic growth goals ? Implement strategies for making easier, more confident media buying decisions ? Set realistic expectations for response rates to all media: traditional and online