How to Become a Marketing Superstar

20 Feb 2011

Wendy Kenney

Best-selling author Wendy Kenney owns the company 23 Kazoos, a marketing and publicity firm in Phoenix, Arizona, that has helped companies like Culver's Restaurants, The Arizona Farm Bureau and Tom Chambers Commercial increase their visibility through social media, publicity, and creative marketing strategies.Wendy honed her marketing skills while working for organizations such as MetLife, WebMd, and PacifiCare, as well as owning her own businesses for over 18 years.

As a Marketing Expert, Wendy speaks internationally to corporations and organizations about marketing strategy, branding, and low cost, no cost marketing.

Wendy lives in Phoenix, Arizona, with her husband Mike, and three teenage sons. Her personal goal is to visit all of the Major League Ballparks in the US before she turns 49. So far she has been to 13.

Follow Wendy on Twitter @WendyKenney

Become a fan on Facebook

Follow Wendy on Twitter @WendyKenney

Become a fan on Facebook

Home office expert Lisa Kanarek is the founder of and the author of five books about working from home, including her new book Organize Your Home Office for Success. Lisa works with entrepreneurs and home-based employees through seminars and individual consultations, to create functional home offices that meet each individual’s working style.

What is the biggest marketing challenge that you have in your business? According to a survey by Marketing Sherpa, 78% of businesses say that their biggest marketing challenge is generating high quality leads.

In my work as a contract Marketing Director with small businesses I see this challenge on a daily basis. Interestingly enough many small businesses make the same mistake in addressing this problem.

That is, assuming that there is just one marketing strategy as a surefire way to generate high quality leads. Usually that “way” is the newest marketing fad, as in the case of Facebook marketing. The mistake is in assuming that the newest marketing fad is a one size fits all answer to a universal marketing problem.

The truth is that for most businesses, there is no “one way” to market your business, but many ways. Now feel free to disagree with me here, but let’s face it. Your surefire marketing strategy today can be gone tomorrow due to circumstances beyond your control. When then happens then what?

That’s why I teach that just like we need to have multiple streams of income, we also need to have multiple streams of marketing, using many marketing tools at one time to generate the results we desire.

So how do we know which tools to use? It depends on your business- the product or service you sell and your maximum capacity to sell it without straining your current resources.

For example, if you own a restaurant, what is the maximum number of meals you can sell per day with all available resources? The business capacity for a restaurant will be different than the business capacity for a real estate agent, or a consultant, or an internet business. The simple question is: How many sales per day do I want?

Now that I know how many sales per day I want, I need to figure out how many prospects I need to get those sales. Let’s do a very simple calculation.  I know that I have a capacity to service 5 new clients per week. And I know that for each signed client I have to give 5 proposals (conversion ratio), and to get 5 proposals, I need to reach 200 prospects.

So I would need to reach 1000 prospects per week. 5 sales x 200 prospects per week= 1000 total prospects per week.

Your total number of prospects needed per week (reach) factored with the demographics and psychographics of your buyers as well as the frequency of touches needed will help determine what marketing tools will work best for you. In part two we will discuss reach and frequency in small business marketing.

What are your thoughts on the sales funnel? How many prospects do you need to reach per week? How do you reach them? What’s working and not working as far as marketing your business?

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Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on  She has been featured in the New York Times, Wall Street Journal, USA Today, and Newsday. For more information go to

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