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Marketing on a Shoestring Budget - October 2013

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  • 1. Marke&ng on a Shoestring Budget
  • 2. What Well Cover Today 1. How to develop clear brand messages 2. How to do the tradi&onal basics 3. How to leverage your exis&ng customers 4. How to use social media 5. How to be more strategic with everything
  • 3. What Well Cover Today 1. How to develop clear brand messages 2. How to do the tradi&onal basics 3. How to leverage your exis&ng customers 4. How to use social media 5. How to be more strategic with everything
  • 4. Think about your brand. Get beyond the services list. Define your brand identity. Get beyond your services list to what makes you different an elevator pitch could capture this.
  • 5. Worlds Best Elevator Pitch I'm Mike Wolfe. And I'm Frank Fritz. And we're pickers. We travel the back roads of America looking to buy rusty gold. We're looking for amazing things buried in people's garages and barns. What most people see as junk, we see as dollar signs. We'll buy "anything" we think we can make a buck on. Each item we pick has a history all its own and the people we meet? Well, they're a breed all their own. We make a living telling the history of America...one piece at a time.
  • 6. Spy on your competitors: What do they say about themselves? How are you different?
  • 7. Know your goals.
  • 8. Expand into a new market Grow your customer base Promote a new service Sample goals
  • 9. Identify & prioritize your target markets They can look very different and need different marketing approaches and messages to reach effectively. Good marketing is not one size fits all.
  • 10. Adjust your message for each market
  • 11. Write your key messages for each target group RULE: People dont read Bullet lists, not paragraphs Include brand dieren6ators Incorporate your elevator pitch messages
  • 12. Paid marketing wont work if you havent clearly spelled out why people should consider your company. Define different targets and have customized messages for each. Developing clear brand messages SECTION REVIEW
  • 13. What Well Cover Today 1. How to develop clear brand messages 2. How to do the tradi&onal basics 3. How to leverage your exis&ng customers 4. How to use social media 5. How to be more strategic with everything
  • 14. Your website should be your top priority.
  • 15. Have a professional website This will serve as the central hub providing the most complete information about your company and directing people to social media channels. Does your website convey your brand and messaging? Is the information current and accurate? Is it on par with or better than your competitors in terms of design and quality of content?
  • 16. Look at what your competitors are including on their websites
  • 17. Make sure your website clearly and completely presents brand messages and services Dont let your uncles neighbors sons girlfriend do it you have options! Ad Agencies/Web Development companies/Freelancers (will they be there for you after it is built?) You!
  • 18. Shoestring budget? Build your own website Benefit: low cost and can include applications like photo galleries Drawback: depends on your time and writing skills, cookie-cutter design
  • 19. Make your site Mobile friendly Building a site with Responsive Design is now an option - or build a separate mobile website that can detect access by mobile phones
  • 20. Create a professional handout People dont read Business cards or rack cards may be enough if you have a good website primary purpose of many print materials today is to drive to web or social media Include testimonials, if room permits Use low cost VistaPrint.com templates
  • 21. Hundreds of designs by industry
  • 22. Send out Press Releases Search How to write a press release online Has to be newsworthy launch new products, announce events, new staff, new account, big project, awards A few times per year, if you are lucky
  • 23. What can you talk about? Company announcements New customers or completed projects New staff or staff stories Awards or achievements Customer stories Related business or community news Unsure? look at what others in your industry are doing
  • 24. Network! Network! Network!
  • 25. The 3 Rules of Networking Dont heavy sell It is like dating - ask questions about them! (But watch for openings to share info about yourself and your business) Dont worry about how many people you talk to, just make sure they are good conversations
  • 26. Speaking engagements bring great visibility
  • 27. Low cost ways to get in the newspaper or publications Story ideas Build relationships with reporters Submit press releases to AL.com Some papers allow you to submit event photos or community service project photos (Decatur Daily: Happenings column every Thursday)
  • 28. Other low cost ideas Sponsorships and trades Community service publicity Door prizes at conferences
  • 29. Have a professional website and a professional handout: Drive traffic and awareness through Networking, press releases, and speaking engagements Doing the traditional basics SECTION REVIEW
  • 30. What Well Cover Today 1. How to develop clear brand messages 2. How to do the tradi&onal basics 3. How to leverage your exis&ng customers 4. How to use social media 5. How to be more strategic with everything
  • 31. It costs to get a new customer vs. keep an existing 2% 10% Customer Reten&on Costs Customer profitability tends to increase over the life of a retained customer
  • 32. Make your existing customers feel special Quarterly phone calls or e-newsletters Welcome notes, thank you notes, holiday cards Purchase level recognition with gifts Customer of the quarter gift cards
  • 33. Ask for Referrals
  • 34. Ask for testimonials
  • 35. E-newsletters are a GREAT way to stay in front of existing customers
  • 36. Keep in touch with them regularly! Get more leads by asking for referrals Generate leads and close more business by asking for and using testimonials Leveraging your existing customers SECTION REVIEW
  • 37. What Well Cover Today 1. How to develop clear brand messages 2. How to do the tradi&onal basics 3. How to leverage your exis&ng customers 4. How to use social media 5. How to be more strategic with everything
  • 38. What are your top options?
  • 39. What can you talk about? Company announcements Events New customers, products, or completed project
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