Post on 29-Oct-2014
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Marketing on a Shoestring Budget
• Background• Apple, Google and Zappos• 101 Low Cost and No Cost
Marketing Ideas• Leveraging Social Media• Q & A
Background
Jason Piasecki
• Graphic Design and Marketing Degrees
• Central Michigan University• Entrepreneur Since 1998• Qonverge, CEO• Community Involvement• Personal
About Qonverge
• Marketing and Communication Firm
• Web, Video and Print • Founded in 2006• Offices in Muskegon and Grand
Rapids• 10 Employees
Apple, Google and Zappos
Zappos
• World’s largest online shoe store• Established in 1999• 1,500 employees worldwide• Annual sales of $1 billion• Deliver WOW Through Service
Zappos Story
Delivering WOW!
• When is the last time you WOWED your customers?
• Established in 1998• Founded by Larry Page and Sergey
Brin while students at Stanford University
• 19,000 employees worldwide• Annual sales of $21 billion• Free time fosters innovation
Google’s 20-Percent Time
• Offers engineers “20-percent time” so that they’re free to work on what they’re really passionate about
• Google Suggest, AdSense for Content and Google News are among the many products of this perk
Not a New Concept
• 3M developed a 15% time rule in the 1950s
• Innovations included masking tape and Post-it notes
Happy Campers
• Google has been repeatedly named Fortune Magazine's Number One Best Place to Work
Your Time, In Practice
• Daniel Pink – “Drive: The Surprising Truth About What Motivates Us”
• Atlassian “FedEx Days”
Apple
• Established in 1976 as Apple Computer, Inc.
• Dropped the word "Computer" in 2007• 35,000 employees worldwide• Annual sales of $32 billion• Relentless commitment to product
design
Steve Jobs
“Design is not just what it looks like and feels like. Design is how
it works.”
Apple Design
Apple Design
Apple Design
Apple Design
Apple Design
Apple Design
Apple Design
Bringing It Home
• Example of this in Muskegon
101 Low Cost and No Cost Marketing Ideas
Fab 5 (+3)
1) Make it Easy to Do Business with You
2) Become an Expert3) Facebook4) Guerilla Marketing5) Testimonials
Make It Easy…
• 24 Hour Rule• 800#• Answer Your Phone• Educate Your
Customers• Give Referrals• Invite Customers
to Lunch and Pick up the Tab
• Talk to Your Customers
• Teach a Class• Training• Video – Product
Demonstrations• Your Time
Become an Expert
• Blog• Forum• Interviews• Learn from the
Pros• LinkedIn –
Answers• Mentor• Message Boards
• Peer Groups• Podcast• Public Speaking• Seminars• Teach a Class• Write a Book• Write Articles
Guerilla Marketing
Guerilla Marketing
Social Media
Leveraging Social Media
Social Media
• Social media is a customer engagement tool, not a marketing tool
• Listen before your speak• Make it part of your routine• Have fun!
Getting Social
1) Facebook2) Twitter3) LinkedIn
• “Facebook helps you connect and share with the people in your life.”
• More than 300 million active users• More than 100 million users log on
daily• Growth is 228% in the US• Fastest growing segment is 35 years
and older
Why Use Facebook?
• Communicate with customers, peers• Build relationships • Provide information• Raise visibility• Develop your brand• Your competition is there • Low cost, high return on investment
• “What are you doing?”• Short text messages 140 characters in
length, called "tweets• More than 10 million active users• Twitter use up 1382% • Fastest growing segment is 35 and
older• Accessible via computer and phone
Why Use Twitter?
• It’s Informative• Simple• Quick• Immediate Feedback• Expert Opinions• Resource• Expand Audience
• “Professionals use LinkedIn to exchange information, ideas and opportunities.”
• 47 million members • Traffic is up in the recession adding
members at a rate of about one member per second
• 49% of LinkedIn users are age 35-49• Executives from all Fortune 500
companies are LinkedIn members
Why Use LinkedIn?
• Networking• Recommendations• Answers• Introductions• Check out the competition
Create a Plan
Create a Plan
• Define Goals• Determine Your Voice• Set the Rules of Engagement• Determine Metrics• Set a Policy• Execute• Rinse and Repeat
Marketing on a Shoestring Budget
• Overview• What Apple, Google and Zappos
Do• 101 Low Cost and No Cost
Marketing Ideas• Leveraging Social Media• Q & A
Thank You
• Questions• Answers• jason@qonverge.com• qonverge.com/jason• facebook.com/jasonpiasecki• twitter.com/jasonpiasecki