19.10.11 - Innovative Marketing Strategies (Dorset)

transcript

Innovative Marketing Strategiesfor small businesses with a limited budget

Bournemouth, DorsetWednesday 19th October 2011

Tara Gillam Business West – Enterprise Europe NetworkClient Services Manager

Welcome

Agenda

09.00am Registration and Coffee

9.30am Welcome and Introduction Tara Gillam, Business West

9.40am Marketing Strategies Dan Storey, Guerrilla MarketingGuerrilla/Fusion/Affiliate/Joint Venture your Business

11.00am Refreshment Break

11.15am Marketing Strategies Dan Storey, Guerrilla Marketing Continuedyour Business

1.00pm Lunch

1.30pm Tools to implement your Marketing Strategies Andy Poulton, Business WestSocial Media Tools – How to be affective and generate business leads

3.30pm Enterprise Europe Network Tara Gillam, Business WestTargeting Joint Ventures and using the Partnership Tool to access over 14,000 business opportunities

4.00pm Next Steps & Close Dan Storey, Guerrilla MarketingRefreshments and Networking Opportunities your Business

Providing high quality support and leadership via the Chambers of Commerce and Initiative for businesses in our region

The network of Bristol, Bath and Gloucestershire Chambers of Commerce.

Access Business Benefits:

Networking

Information

Business Services

Representation

With Partners in over 50 countriesEnterprise Europe Network South West provides:

Advice and support to access European markets New business opportunities through our partner search service Guidance on EU R&D programmes A business consultation and policy-feedback service

w: www.enterpriseeuropesw.org.uk or www.eensw.co.uke: info@enterpriseeuropesw.org.ukt: +44 (0)1275 370 997

Your European business experts

High Growth services to support your business

Beat the competition byregistering your interest today atwww.growthsouthwest.co.ukor by calling 01275 370 760

Could you do with a guiding hand from an experienced and impartial coach who has your best interests at heart? We can help you to achieve your business goals through our specially devised programmes.

Starting a High Growth Business Coaching for High Growth Understanding Finance for Business

Funded by Delivered by

Protect your intellectual property rights and exploit new commercial opportunities

Would you like impartial advice on how to protect all aspects of your Intellectual Property (IP)?

Ignite IP can help you manage your trade marks, designs, copyright and patents, ‘intellectual assets’ such as specialist knowledge, company manuals and technical expertise?

Find out how you can protect your Intellectual Property by contacting:

info@igniteip.co.ukCall 01275 370880Or visit our website www.igniteip.co.uk

ImproveYour ResourceEfficiency (IYRE)Your business can save money, reduce waste and become more competitive – simply by reassessing resource use within the business

Contact Business West’s team of environmental advisers to see if your business qualifies to receive free, independent, bespoke support:

01275 376 233iyre@businesswest.co.ukwww.businesswest.co.uk/iyre

Funded by: Part of:

Dan StoreyGuerrilla Marketing your Business

Marketing StrategiesGuerrilla / Fusion / Affiliate / Joint Venture

What we will cover today

• Overview of Marketing• Marketing Plan Overview

7 Sentence Marketing Plan• Joint Venture Marketing• Fusion Marketing• Affiliate Marketing• Guerrilla Marketing• Traditional Marketing vs Guerrilla Marketing• Mindset of Marketing• 200 Tools of Marketing

About Me

• Guerrilla Marketing Master Trainer

• NLP Master Practitioner & Trainer

• You/You• You/I• They/I

What is Marketing?

Going after conventional business goals using unconventional means!

Marketing is…

• All Contact• A Circle• A Process• The Truth made Fascinating• Chance to Educate your Market how to Succeed• Business more than Art• Art of getting people to Change Their Mind

Marketing is NOT…

• Advertising• Direct Mail• Telemarketing• Brochures• Yellow Pages• Show Business

• Stage for Humour• Invitation to be Clever• Complicated• A Miracle Worker• Website

Marketing is…

• Opportunity to earn profits

• A chance to cooperate with other businesses

• Process of building lasting relationships

7-Sentence Marketing Plan

1 – Purpose of Marketing

– Call to Action?– Definitive progression towards a sale

• Visit your store• Call your sales team• Follow you on social media• Go to a specific web page

– Influence speed of action?

2 – Competitive Advantage

– Why should people do business with YOU?– Link to tagline?

Taglines - Guess the Company

• Just Do It• What’s in your wallet?• Built for the road ahead• Connecting People• I’m Lovin’ It• 57 Varieties• They’re Grrrrreat!

Taglines - Guess the Company• The Un-Cola• Think outside the bun• When you can’t brush after every meal• I’d rather fight than switch• Raising the bar• Power of dreams• Trusted to deliver excellence• That was easy

3 – Target Audience

– Key to marketing success– 92/4/4– Nanocasting

4 – Marketing Tools/Techniques

– Suitable for target audience– Context as well as Content– Over 200 Marketing tools/techniques

5 – Niche

– Your position in the market place– Specialist functions

6 – Corporate Identity

– What are the values of your company– All things equal, these can set you apart from

competition

7 – Budget

– Average company spends just under 4%– What happens to the average business?

– Key to success = Measurement

Joint VenturesFusion Marketing

Affiliates

• Rapid marketing and sales results through existing channels

• Reduce marketing spend by not having to do lead generating activities

• Improved results by getting endorsements from marketing partners

• Great for companies looking for quick wins in new markets

Joint Ventures

• Utilising an existing marketing channel• Win-Win-Win

– Customers– JV Partner– You

• Do it for them– Make it easier to say yes than no

Joint Ventures

• Choosing a partner

– Client Demographics– Similar Values– Survey your existing clients– Networking

Partner Search Tool

Fusion Marketing

• Multiple companies marketing to the same group of people

• Shared marketing cost• Useful if clients looking for all-in-one solution• Examples

– Wedding services– Local business magazine

Affiliate Marketing

• Allow other people to sell your products/services for you

• Many big retailers offer commission for sales– Amazon– iTunes– Expedia– Insurance Companies

• White Label websites/Drop Shipping

Guerrilla Marketing Examples

Business Cards?

How to increase sales using Guerrilla Marketing?

Coca ColaFriendship Machine

12 Foot Vending Machine

40x Regular Sales

Traditional vs Guerrilla Marketing• Invest Time, Energy, Imagination & Knowledge• Removes the Mystique• Geared to Small Business• Profits as main yardstick• Based on Psychology (not Guesswork)• Focus (not Diversification)• Grow Geometrically (4 Ways)• Fervent Follow Up

Traditional vs Guerrilla Marketing• Cooperate (not Compete)• Meme (not Logo)• Giving (not Taking)• Me vs You Marketing• Promotes Marketing Combinations• Relationships over Sales• Very Techno-cozy• Individuals not Groups (Nanocasting)

Traditional vs Guerrilla Marketing• Intentional (focus on the Details)• Gain Consent• Monologue vs Dialogue• Needs vs Wants• Problems (not Benefits)• Provides 200 Tools/Techniques

Mindset of Marketing

• Influence – Robert Cialdini– Reciprocity– Commitment & Consistency– Social Proof– Authority– Liking– Scarcity

• Repetition• 5000 marketing messages daily• Delete 2/3 we are even interested in• 9 exposures to move to purchase readiness• 74% need 2 different forms of marketing• 33% need 3 different marketing messages• Public Intelligence is increasing

Permission Marketing – Seth Godin

• Would not ask someone to marry you if you just met them in a bar. Need to develop a relationship based on ongoing value which leads to a sale.

Marketing Tools/Techniques

200 Guerrilla Marketing techniques available

Only need to use those which are relevant to your client demographic

Develop more within your marketing plan

• Mini Media

– Business Cards– Stationery– Postcards– Personal Letters– Trade Shows

• Maxi Media

– Advertising– Direct Mail– Television

– Do these last!

• e-Media

– Website– Blog– Forums– PPC– Autoresponders

• Info Media

– Knowledge of Market– Customer Data– Case Studies– Articles– Infomercials

• Human Media

– Yourself– Your employees– Contact time with customers– Job Title– Networking

• Non Media

– Service– Word of Mouth– Community Involvement– Free Trial– Product Placement

• Company Attributes

– Name– Intelligent Positioning– Hours of Operation– Service– Price

• Company Attitudes

– Easy to do business with– Flexibility– Speed– Attention to Detail– Passion & Enthusiasm

Questions?

Learn More

• 10th & 11th November 2011• 2 day Guerrilla Marketing training

– Marketing principles– Marketing Plan / Calendar – 200 Marketing Weapons– Internet / Social Media– Psychology– Memes £197

Andy PoultonBusiness West Business Link ICT Specialist

Tools to implement your Marketing StrategiesSocial Media Tools – How to be affective and generate

business leads

74Slides available from www.159.be

Noah Kalina

21m views on YouTube in 5 years

Now that’s the magic of web marketing

• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

World Wide Web – Reality Check

Vast Market Opportunity

6.9 Bn

1.8 Bn

Lots of money spent online

2009 2010

£88 bn £118 bn

£150 bn £200 bn

2005 2006 2007 2008 2009 20100

Source IMRG

• World Wide Web – Reality Check

New ways of working means

People spend more and moretime online

PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

Is your business ready?

Do you have• Phone systems in place to deal with calls?

• People to deal with enquiries?

• Stock to deal with uplift in orders?

• Logistics in place to deliver on new orders?

• Cashflow to meet increased demand?

Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?

Does it Grab the Attention?

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

• Introduction

• Reality Check

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Online Networks

Average age distribution across social network sites

0-17 18-24 25-34 35-44 45-54 55-64 65+

Data source: Google Ad Planner

Social Networks

Social Media is the

No. 1 online activity

Social Networks

2/3rds of the Global Internet population visit

Social Networks

10% of all internet time is spent on Social

Networks

Social Networks

www.facebook.com

1/ China

2/ India

3/ Facebook

4/ USA

Facebook

If Facebook was a country it would be

Adds 1/2m users every

Facebook

5bn minutesspent on

Facebook EVERY day

Facebook

1bn• web links

• news stories

• blog posts

shared each week

Facebook

Facebook now has a greatershare of theinternet than

Facebook

Online Networks – Howwww.facebook.com

Facebook – Getting Started

3 Types of presence

• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines

3 Types of presence

• Page – businesso Can’t Join Groupso Can host appso “Vanity” URL o Indexed by Search Engineso Visitor stats available

Best for brands and businesses

3 Types of presence

• Group – botho Linked to Site Admino New members have to be approvedo Send “Direct” messages to memberso Ugly URL

Great for organising at a personal level and smaller scale interactions [<5000 members]

Facebook – Getting Started – build profile

Facebook – Getting Started – build page

Facebook – Getting Started – Join In

Facebook – Advertising

• Targeted

• Either Cost per Click or Cost per 1,000 impressions

• Measurable

• Controllable • Daily Budget• Scheduling

• Test, Measure, Feedback

Social Networks – Build your profile - Groups

• Search for groups

• Join some groups

• Start your own group

• Contribute and add value

• Link back to your website

• Introduction

• Reality Check

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Business Networks

Over 120 millionregistered professional

users in more than

200 countries

Linkedin – Networking for Professionals

More than 50% located outside

of the USA

More than 1.5m companies have

a Linkedin Company Page

Adds 1m new members every 12 days