25.10.11 - Innovative Marketing Presentation (Bristol)

Innovative Marketing Strategiesfor small businesses with a limited budget

BristolTuesday 25th 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 Continued your Business

1.00pm Lunch

1.30pm Tools to implement your Marketing StrategiesAndy 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 & CloseRefreshments and Networking Opportunities

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

The Initiative

A business leadership team which enables the business community to play a part in influencing the way the West of England is shaped, managed and developed.

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: [email protected]: +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:

[email protected] 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 [email protected]/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

Why?

• 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?

Business Cards?

Business Cards?

Business Cards?

Business Cards?

Business Cards?

Business Cards?

Business Cards?

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

75Slides available from www.159.be

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http://www.youtube.com/watch?v=6B26asyGKDo


Noah Kalina

21m views on YouTube in 5 years

Now that’s the magic of web marketing


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• 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

20

40

60

80

100

120

£ B

n

20.4

29.8

46.6

64.3

88

118

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?

A –

I –

D –

A –

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+

15%

9%

18%

25%

19%

10%

3%

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


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

day

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



More than 2bn people searches

in 2010




www.linkedin.com


Linkedin – Getting Started – build profile


Linkedin – Build Company Page


Linkedin – Getting Started – make contacts


Linkedin – Getting Started – find groups


Linkedin – Getting Started – Answers


Linkedin – Advertise

• Targeted

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

• Measurable

• Controllable • Daily Budget• Scheduling

• Test, Measure, Feedback


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda



Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible



20

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m



The Thresher ‘Virus’



• Discount Voucher intended for Suppliers and their Friends

• Circulated via chat-rooms, blogs and email 800,000 times



• Created queues outside stores

• National TV news coverage

• National Radio coverage

• National Print news coverage

• Generated a rumoured £15m T/O


Britain’s Got TalentSusan Boyle

Over 70m viewings in 1 week

http://www.youtube.com/watch?v=RxPZh4AnWyk&feature=related


Viral Marketing -How

• Refer a friend

• Competitions

• Video


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Video Marketing


Video Marketing

2nd most searched

site on theinternet


Video Marketing

3bnvideos watched

every day


Video Marketing

24 hoursof new contentuploaded every

minute


Video Marketing

Average personspends

15 minuteson YouTube every day


Video Marketing

70% of YouTube

activity takes place outside of

the USA


Video Marketing

YouTube clips now

incorporated in Google Search

results


Video Marketing

• Outsource to Video Production Company

• DIY

Your Video


Video Marketing

Your Video


Video Marketing

Your Video


Video Marketing


Video Marketing

http://www.youtube.com/watch?v=Xrc42Kt-CeE


Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing


Your Video

• Prepare prepare prepare

• Prepare and learn your script

• use cue cards

• Prepare your location

• quiet and free from disturbance

• Prepare yourself

• Get filming

Video Marketing


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Email Marketing


Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers



It’s Not Expensive




It’s Effective



Sector Sent Delivery Open Rate CTR Response

B2CAcquisition 100% 91% 29% 27% 6%

B2CRetention 100% 91% 32% 28% 12%

B2BAcquisition 100% 88% 32% 25% 4%

B2B Retention 100% 90% 37% 30% 13%

Source – DMA Email Marketing Benchmarks Survey


Email Marketing – Key Elements to success

• Develop your database

• Existing Client Data

• Encourage Subscription through website

Offer enticement to subscribe

Exclusive deals, Top Tips, early access to information

• Subscription through other routes


Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Measure, Feedback - repeat


Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken


Email Marketing – Measure by Measure


Email Marketing – Tools

• Mail Chimp www.mailchimp.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• iMailer www.emailtools.co.uk

• Reality Mail www.realitymail.co.uk

• Mailing Manager www.mailingmanager.com

• Graphic Mail www.graphicmail.co.uk


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda



Blogging – Why

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated


Blogging – When

When you have something to sell

When you have something new to offer

When something changes

When you have some news

When you have something to say


It’s really easy to set up and run a blog

1/ Sign up

2/ Choose a look

3/ Get typing


Blogging – Where

www.blogger.com

www.wordpress.com


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


TWITTER


http://www.youtube.com/watch?v=ddO9idmax0o


Twitter


Twitter – Who

International companiesCiscoIBMDell

Informational ServicesNasaMarketing DonutStartup Donut

Respected News ServicesBBCCNNDaily TelegraphBath Chronicle Celebrities

Demi MooreOprahStephen FryJonathan RossBritney Spears

Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting

PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames

310m Businesses and Individuals


Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool


Twitter – How

Go to www.twitter.com


Twitter – How

Write a short profile


Twitter – HowFind People to Follow


Anything

Twitter – What to Tweet


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary


Andy Poulton

Business Link

M: 07966 547146

[email protected]

andypoulton

andypoulton

Thank You


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Tara GillamBusiness WestEnterprise Europe Network - Client Services Manager

Enterprise Europe NetworkTargeting Joint Ventures and using the Partnership Tool

to access over 14,000 business opportunities

TitleSub-title

PLACE PARTNER’S LOGO HERE

European CommissionEnterprise and Industry

Enterprise Europe Network Targeting Joint Ventures and using the Partnership Tool to

access over 14,000 business opportunities

European CommissionEnterprise and Industry

Title of the presentation | Date |186

What we will cover:

• Who are Enterprise Europe Network• Our Role • Global Reach• European Partnership Service• Case Studies• Activity – creating your own profile• Next Steps• Questions


Who are Enterprise Europe Network

• Established in 2008 through merging the Innovation Relay Centre and European Information Centre, with additional support for R&D including FP7 & Eurostars

• Funded in part by the European Commission’s Competitiveness and Innovation Programme

• Global Reach covering 49 Countries

600 offices with approx. 5,000 staff on the ground

Currently 12 people in South West, ensuring regional coverage


Our Role

To stimulate business growth through collaboration, innovation and

internationalisation. Our 4 key offerings are:

• Identifying new International business opportunities through our Partnership Service

• Provide advice on how to trade more effectively in European Markets and Internationally

• Guidance on accessing European Funding• A European policy-feedback service, including business

consultation


50 Countries including:27 Member States + 23 Non-EU Members

• Armenia• Bosnia and Herzegovina• Chile• China• Croatia• Egypt• Macedonia• Iceland• Israel• Japan• Mexico

• Montenegro• Norway• Russia• Serbia• South Korea• Switzerland• Syria• Tunisia• Turkey• USA


European Partnership Service

http://www.enterpriseeuropesw.org.uk http://www.eensw.co.uk

http://www.enterpriseeuropesw.org.uk/




• Over 14,000 Business Opportunities• Currently FREE to use• Commercial, Technical and Research

Opportunities• Search by Sector, Country of Origin, Offer or

Request and Keyword



• No limit to how many “Expressions of Interest” you make

• Add your own profile to the database• Find Partners for Collaborations• Find Agents / Distributors / JV Partners



http://www.enterpriseeuropesw.org.uk/swr/services/tech_search.asp?autoSearch=1#searchres


Commercial Profile

20110608016

Spanish company supplier of wines

requests distributors / Commercial

agents for its products in Austria,

Belgium, Denmark, Germany, Ireland,

Netherlands, UK and other countries.

• PDF Download • E-Mail details to yourself• Direct Enquiry through the website

http://www.enterpriseeuropesw.org.uk/swr/services/enquire.asp?id=20110608016&EnquiryType=BCD


Technology Profile

11 RU 86FG 3LJ9

Energy saving machine drive. The

application of the technology reduces

energy consumption of machine drives

by up to 30-40%. The SME seeks

partners for joint further development

and adaptation of the technology to

specific needs.

• PDF Download • E-Mail details to yourself• Direct Enquiry through the website

http://www.enterpriseeuropesw.org.uk/swr/services/enquire.asp?id=11%20RU%2086FG%203LJ9&EnquiryType=BBS


Case Study: Hemisphere Freight

Engagement to Date:• 47 Expressions of

Interest• 2 Partnership

Agreements• 1 Profile

http://www.eensw.co.uk/wp-content/uploads/2011/02/Hemisphere.pdf


Case Study: Isoperla



Agreements• 2 Profiles

http://www.eensw.co.uk/wp-content/uploads/2011/02/Isoperla.pdf


Case Study: Rokkaplay



Agreements 1 close to agreements

• 2 Profiles

http://www.eensw.co.uk/wp-content/uploads/2011/02/Rokkaplay.pdf


Case Study: McCormick Weeks



Agreements• 1 Profiles

http://www.eensw.co.uk/wp-content/uploads/2011/06/mccormick_weeks.pdf


Activity – creating your own profile

• 10-15 minutes to complete the Business Profile Proposal Form

• What Profiles do you want to receive as they go live on the system “Alert Map”? Sector selection



Next Steps

• Webinar “How to get the most from our Partner Search Tool” Monday 7th November 2011 at 11.00am Friday 18th November 2011 at 11.00am Monday 28th November 2011 at 2.00pm



Any Questions?

Tara Gillam – Client Services ManagerEnterprise Europe Network South WestT: 01275 370 867M: 07765 999 296E: [email protected]: www.enterpriseeuropesw.org.uk or www.eensw.co.uk

mailto:[email protected]


http://www.eensw.co.uk/

What's Next!Complete the Feedback Form

Complete the EEN Profile FormBook onto a Webinar

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