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Proudly Presented by Samantha Dooley BBS (hons), MMI GRAD, M.Sc Marketing On a Shoestring
Proudly Presented by
Samantha Dooley BBS (hons), MMI GRAD, M.Sc
Marketing On a Shoestring
Table of Contents
What is Marketing on a Shoestring
4 Ps
Review and evaluate marketing spend
Marketing Goals
Free marketing
Where can you find customers
Online marketing
Tips to cost effective marketing
Action Plan
Questions and finish
What is Marketing on a Shoestring?
Marketing with the minimum amount of spend.
Reaching customers with minimum amount of spend.
Start – ups with limited financial resources.
Review your spend
Average rule of thumb is to spend 10% of your
projected revenue when entering a market or
attempting to gain market share, and 5% when you’re
an established business
What are you’re marketing goals
Increase revenue, increase market share, brand awareness, brand loyalty, market
research, product development
Recommendations
Reviews
Social Media
Blogs (website)
SEO
Networking
Free job sites
Notice Boards (traditional and online)
Business awards or radio interviews
FREE MARKETING
Where do I find customers
First step: Identify your target audience
Second step: Develop A customer persona
Who is going to buy your product?
Market segmentation
Demographic
AGE
Gender
Geographic
Culture
Also consider:
Industry
Interests
Hobbies
Sports
Technology levels
Etc….
Customer Persona for an on-line Irish movie business
Online marketing
What is the best avenue for you?
How do I reach customers online?
Cost Effective online
communication strategies
WEBSITE – Getting started
Free website platforms – i.e Wordpress, Wix, Shopify (so many more options)…
Must purchase a domain name for SEO purposes. A cheap domain can cost as low as 7.99 per annum for a .ie site.
SEO – This term relates to organic search results
Free Stock images – Be careful about using images of Google, try sites like: www.pexels.com
BLOG – write about your industry
EMAIL - Newsletters
Build an email data base
Social Media – A brief overview
Facebook, Twitter, Youtube, LinkedIn and Instagram
Personal Profile
Business Page
Follow other business pages
Groups
Advertising – Boosting a post cost €1 per day
Personal or business profile set up
Use hashtags to be found in search results
Search users
Create Lists
Can send messages to people who follow you
Advertising (not cheap)
Get involved in conversations
Some Tips!
Great Pitch - Use Youtube, Vimeo or phone video
Community – Small businesses can do better if they
start locally. Volunteer, join local hang out groups
etc…
Collaboration – Join a ‘non competing’ business to
share in costs of an event, advert etc..
Networking – Get to networking events (BAP,
Interprize Ireland, Small business communities)
Referrals – Do a great job and people will refer you!
Incentives – Giveaways, coupons etc…
ACTION PLAN - Lets identify an audience and
develop a customer persona..
Communication Plan
WHAT (event) WHEN WHY (goals) WHO (person responsible) Costs Outcome Follow Up Review
Thank YOU! Questions
