Marketing On A Shoestring - Chamber University

Creative Creative Marketing Marketing on a Shoestringon a Shoestring

Debbie TuzelDebbie TuzelArt of Design i.d. Inc.Art of Design i.d. Inc.

Copyright ©2009, Art of Design i.d. Inc.

Small Business DilemmaSmall Business Dilemma

Marketing

$$$

GrowYou

Business


Small Business DilemmaSmall Business Dilemma

WANT: WANT: –– marketing plan that delivers resultsmarketing plan that delivers results

NEED: NEED: –– Optimize budget dollarsOptimize budget dollars

SOLUTION: SOLUTION: –– Think smart and market creativelyThink smart and market creatively


Value of CreativityValue of Creativity

So why is being creative so So why is being creative so important? important? –– We are bombarded with marketing and We are bombarded with marketing and

advertising messages!advertising messages!3,000 attempts daily to snag our attention. 3,000 attempts daily to snag our attention.

–– that figure is doubling every five years. that figure is doubling every five years. –– Is your message buried or does it stand Is your message buried or does it stand

out?out?


Road Map to Successful Road Map to Successful MarketingMarketing1.1. GoalGoal2.2. Know your CustomerKnow your Customer3.3. Speak to your customerSpeak to your customer’’s wants & s wants &

needsneeds4.4. Frequency & TermFrequency & Term5.5. Test, Measure and Assess (Metrics)Test, Measure and Assess (Metrics)


Define your Marketing Define your Marketing GoalGoal

Raise awarenessRaise awareness–– BrandingBranding–– New product releaseNew product releaseIncrease trafficIncrease traffic–– Store?Store?–– Web Site?Web Site?Generate SalesGenerate SalesMarket ResearchMarket Research

1. Sensible 2. Measurable3. Achievable4. Realistic 5. Time specific.


Know Your CustomerKnow Your Customer

Define who your ideal customer isDefine who your ideal customer is–– Demographics (gender, age, income level, Demographics (gender, age, income level,

education, etc.)education, etc.)–– Psychographics (values, attitudes, interests, or Psychographics (values, attitudes, interests, or

lifestyles) lifestyles)

What problem does your product or service What problem does your product or service solve?solve?What is the value ($) of a new customer to What is the value ($) of a new customer to your business?your business?


Develop an Effective Develop an Effective Marketing MessageMarketing Message

Compelling and PersuasiveCompelling and PersuasiveConsistent Consistent BelievableBelievable–– TestimonialsTestimonials–– GuaranteeGuarantee

Benefit OrientedBenefit OrientedCall to ActionCall to Action


Determine Frequency & Determine Frequency & Length of CampaignLength of Campaign

People need to hear your marketing People need to hear your marketing messages messages MULTIPLEMULTIPLE times to times to influence a buying decision.influence a buying decision.


Marketing Metrics: Marketing Metrics: Test, Measure & ReassessTest, Measure & Reassess

Every marketing effort needs to have Every marketing effort needs to have a measurable effecta measurable effect–– Test the conceptTest the concept–– Refine Refine

change one thing at a timechange one thing at a time

–– Launch the Full CampaignLaunch the Full Campaign


15 Marketing Ideas


Creative Marketing Ideas Creative Marketing Ideas #1#1

Have a drawing for a product or a gift Have a drawing for a product or a gift certificate. Use the entry forms to collect certificate. Use the entry forms to collect customers' and prospectscustomers' and prospects’’ mailing mailing addresses. (donaddresses. (don’’t forget to followt forget to follow--up!)up!)For example, a 30 gig iPod costs $100. If For example, a 30 gig iPod costs $100. If you can give one away, and in the process you can give one away, and in the process get 5 new customers worth $500/yr then get 5 new customers worth $500/yr then youyou’’ve earned a profit of $1900! ve earned a profit of $1900! Cost: $100Cost: $100



Promote yourself as an expert by Promote yourself as an expert by writing articles or tips on topics writing articles or tips on topics related to your industry. related to your industry.

Cost: timeCost: time



Use PR to your advantage. Use PR to your advantage. –– Get to know the people to contact in each of the Get to know the people to contact in each of the

publications in town and learn what theypublications in town and learn what they’’re re looking for in a good press release. looking for in a good press release.

–– Send newsworthy press releases as often as Send newsworthy press releases as often as possible. Land a big client? Send out a press possible. Land a big client? Send out a press release. release.

–– http://www.ducttapemarketing.com/Instanthttp://www.ducttapemarketing.com/Instant-- PressPress--Release.htmRelease.htm

–– Cost: $0Cost: $0


http://www.ducttapemarketing.com/Instant-Press-Release.htm






Hold an open house or client appreciation Hold an open house or client appreciation event. event. Invite prominent individuals and the press. Invite prominent individuals and the press. OrOr…… Host an afterHost an after--hours gathering for your hours gathering for your employees, friends, business associates, employees, friends, business associates, prospects and their friends/relatives. Make prospects and their friends/relatives. Make it a networking event.it a networking event.Cost: food, drinks & invitations Cost: food, drinks & invitations


Creative Marketing Idea Creative Marketing Idea #5#5

Create an annual award and publicize Create an annual award and publicize it.it.Cost: $50 for an engraved plaqueCost: $50 for an engraved plaque



Volunteer your time to a charity or Volunteer your time to a charity or nonnon--profit organization. profit organization. Donate your product or service to a Donate your product or service to a charity fund raising event.charity fund raising event.Host a team for charity sporting Host a team for charity sporting events, community service projects, events, community service projects, etc.etc.Cost: donation item or time Cost: donation item or time



Thank your best customers! Thank your best customers! (Remember the 80/20 Rule.) (Remember the 80/20 Rule.)

–– Create a loyalty program to reward Create a loyalty program to reward faithful customersfaithful customers

–– PersonallyPersonally deliver a deliver a ““Thank YouThank You”” gift to gift to your clientsyour clients

–– It costs 10x more to find a new client It costs 10x more to find a new client than it does to keep an existing one.than it does to keep an existing one.



Create an optCreate an opt--in email newsletter for in email newsletter for your customers. your customers. –– Fill each edition with specials, tips and Fill each edition with specials, tips and

other timely information. other timely information. –– DonDon’’t sellt sell…… inform!inform!

Cost: $25/monthCost: $25/month



Use social media to your advantageUse social media to your advantage–– LinkedIn: B to B sourceLinkedIn: B to B source–– FacebookFacebook: B to C source: B to C source–– Create a blogCreate a blog–– Join discussion groupsJoin discussion groups

Be Relevant, Be Consistent, Stay involved Be Relevant, Be Consistent, Stay involved DonDon’’t hard sell, itt hard sell, it’’s the pathway to being s the pathway to being banned banned



Visit each networking group in town as Visit each networking group in town as a visitor and hand out your marketing a visitor and hand out your marketing materials to everyone present. Most materials to everyone present. Most groups allow you to visit at least twice groups allow you to visit at least twice before joining. before joining. DonDon’’t step on any toes!t step on any toes!Cost: $15/visitCost: $15/visit



Team up with a nonTeam up with a non--competing competing business in your area to offer a business in your area to offer a package promotion. package promotion. Strategic Partnerships cut your Strategic Partnerships cut your marketing cost and increase marketing cost and increase exposure and value.exposure and value.Share your resources (e.g. client list)Share your resources (e.g. client list)



If possible, loan your facilities to If possible, loan your facilities to other groups for a meeting place. other groups for a meeting place. Restaurants do this frequently, so do Restaurants do this frequently, so do banks.banks.Provides exposure to businesses and Provides exposure to businesses and individuals you wouldnindividuals you wouldn’’t normally t normally have.have.



Host a Webinar/SeminarHost a Webinar/SeminarGain new prospectsGain new prospectsCan be both a live event and Can be both a live event and recorded for future downloadsrecorded for future downloadswww.gotomeeting.comwww.gotomeeting.com


http://www.gotomeeting.com/


publish a book:publish a book:–– EE--booksbooks–– Digital printing books (quantities as Digital printing books (quantities as

small as 10)small as 10)



Turn your web site into a Resource Turn your web site into a Resource Center:Center:

–– FAQ pageFAQ page–– Links to Industry specific articlesLinks to Industry specific articles–– Focus on Knowledge & informationFocus on Knowledge & information

The more people use your site, the The more people use your site, the more they think about you.more they think about you.


Marketing on a Marketing on a ShoestringShoestring

ItIt’’s not always about the $s not always about the $Be creativeBe creativeThink strategicallyThink strategicallyItIt’’s an investment in the future of your s an investment in the future of your businessbusiness


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Marketing On A Shoestring - Chamber University

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