Marketing 4-10: Plumbers Need Marketing Too

Lesson 4-10
Plumbers Need Marketing Too

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LESSON SUMMARY:
In this lesson, you will learn to think through the lens of a local business person. Think about it; global companies like Nike have the financial firepower to hire a well known and well loved brand ambassador to pitch and sell their products. Local businesses have to choose different tactics. You will also learn about using a data driven approach to inform you about supply and demand. A great website to learn about demand is Google Trends. Google Ads and the Census Bureau site are fantastic as well, but the most entry level way for young marketers to research demand is through using Google Trends........That is until AI came out.

Lesson Objectives & Instructional Outcomes

Lesson Objectives

Identify the difference between a brand and a logo.
Examine the unique marketing challenges faced by local businesses.
Analyze the role of social proof, SEO, and Facebook advertising in local marketing.
Interpret data using Google Trends to evaluate consumer demand.
Explore strategies for local business networking and partnerships.

Instructional Outcomes

Students will understand that branding involves both tangible and intangible elements that build consumer loyalty and recognition.
Students will understand how local businesses can leverage online tools to increase visibility.
Students will understand the principles of local SEO and how it differs from global SEO.
Students will understand the value of social proof through reviews and testimonials.
Students will understand how to evaluate consumer interest through trend analysis tools like Google Trends.

Aim & Essential Questions

Aim: How can small and local businesses effectively market themselves using branding, SEO, and local advertising strategies?

Essential Questions:

What distinguishes a brand from a logo?
How can local businesses compete with global brands?
What role does online presence play in local business success?
Why is customer feedback crucial for small business marketing?
How can tools like Google Trends and SEO improve visibility?

Vocabulary

Brand – The sum of all experiences and associations connected to a product or service that influence consumer perception.
Logo – A visual symbol or design that represents a company or brand.
Local SEO – Search Engine Optimization techniques focused on increasing visibility for businesses in local search results.
Social Proof – The influence that the actions and attitudes of others have on one’s own behavior, such as online reviews.
Backlinks – Links from external websites pointing to your own, improving your site’s SEO.
Facebook Advertising – A platform for targeted advertising using demographic, psychographic, and geographic data.
Google Trends – A tool that analyzes the popularity of top search queries in Google Search.
Conversion Rate – The percentage of users who take a desired action, such as becoming a customer.
Psychographics – The study of consumers based on their activities, interests, and opinions.
Biz Dev (Business Development) – Strategic activities aimed at growing a business, including partnerships and networking.

Questions For Instructional Time & Higher Level Questions

What makes a brand valuable beyond its product?
How can a local business gain trust within its community?
Why might traditional advertising be less effective for a plumber compared to Nike?
What role does Google or Yelp play in local business discovery?
How can a business use Facebook advertising to target a specific zip code?
Why is "through your doors" not always the best metric for a business in today’s digital age?
How does Google Trends help business owners understand consumer demand?
What are some ways that local business owners can collaborate to grow their customer base?
Why is SEO important even for a small business?
What marketing strategies help local businesses dominate their niche?

Do Now: How Important Is Data In Marketing?

Plumbers Need Marketing Too: Part 1

Part 1 will begin with a review of what you learned in Product Marketing Of A Global Brand: Nike & Lexus. As the video elapses, you will learn the perspective of having a local businesses and the strategies needed to succeed locally. Marketing is arguably more essential for small and local businesses. But they have

Lesson 4-10 Quiz A

Plumbers Need Marketing Too: Part 2

Lesson 4-10 Quiz B

Link To Google Trends---->

Click Here

Note: You will need to use Google Trends for the HLQ.

Lesson 4-10 Quiz A

Lesson 4-10 Quiz B

Part 4: Higher Level Question

Directions: Be sure to watch the end of Plumbers Need Marketing Too: Part 2. You are going to be doing some market research and you will need to attach the market research to schoology. The video below will show you how to do that.