05.10.11 - innovative marketing strategies - bridgwater

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Innovative Marketing Strategies for small businesses with a limited budget Bridgwater Wednesday 5 th October 2011

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Business West held a one day workshop on Innovative Marketing Strategies for Small Businesses on a limited Budget, this covered Guerrilla Marketing, Fusion Marketing, Affilliate Marketing and Joint Venture Marketing along with learning about the socail media tools you can use to put these strategies into action.

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Page 1: 05.10.11 - Innovative Marketing Strategies - Bridgwater

Innovative Marketing Strategiesfor small businesses with a limited budget

BridgwaterWednesday 5th October 2011

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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 Continuedyour Business

1.00pm Lunch

1.30pm Tools to implement your Marketing Strategies Andy 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 & Close Dan Storey, Guerrilla MarketingRefreshments and Networking Opportunities your Business

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Dan StoreyGuerrilla Marketing your Business

Marketing StrategiesGuerrilla / Fusion / Affiliate / Joint Venture

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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

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About Me

• Guerrilla Marketing Master Trainer

• NLP Master Practitioner & Trainer

• You/You• You/I• They/I

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What is Marketing?

Going after conventional business goals using unconventional means!

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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

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Marketing is NOT…

• Advertising• Direct Mail• Telemarketing• Brochures• Yellow Pages• Show Business

• Stage for Humour• Invitation to be Clever• Complicated• A Miracle Worker• Website

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Marketing is…

• Opportunity to earn profits

• A chance to cooperate with other businesses

• Process of building lasting relationships

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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?

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7-Sentence Marketing Plan

2 – Competitive Advantage

– Why should people do business with YOU?– Link to tagline?

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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!

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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

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7-Sentence Marketing Plan

3 – Target Audience

– Key to marketing success– 92/4/4– Nanocasting

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7-Sentence Marketing Plan

4 – Marketing Tools/Techniques

– Suitable for target audience– Context as well as Content– Over 200 Marketing tools/techniques

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7-Sentence Marketing Plan

5 – Niche

– Your position in the market place– Specialist functions

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7-Sentence Marketing Plan

6 – Corporate Identity

– What are the values of your company– All things equal, these can set you apart from

competition

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7-Sentence Marketing Plan

7 – Budget

– Average company spends just under 4%– What happens to the average business?

– Key to success = Measurement

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Joint VenturesFusion Marketing

Affiliates

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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

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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

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Joint Ventures

• Choosing a partner

– Client Demographics– Similar Values– Survey your existing clients– Networking

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Partner Search Tool

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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

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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

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Guerrilla Marketing Examples

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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Business Cards?

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How to increase sales using Guerrilla Marketing?

Coca ColaFriendship Machine

12 Foot Vending Machine

40x Regular Sales

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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

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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)

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Traditional vs Guerrilla Marketing• Intentional (focus on the Details)• Gain Consent• Monologue vs Dialogue• Needs vs Wants• Problems (not Benefits)• Provides 200 Tools/Techniques

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Mindset of Marketing

• Influence – Robert Cialdini– Reciprocity– Commitment & Consistency– Social Proof– Authority– Liking– Scarcity

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Mindset of Marketing

• 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

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Mindset of Marketing

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.

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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

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Marketing Tools/Techniques

• Mini Media

– Business Cards– Stationery– Postcards– Personal Letters– Trade Shows

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Marketing Tools/Techniques

• Maxi Media

– Advertising– Direct Mail– Television

– Do these last!

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Marketing Tools/Techniques

• e-Media

– Website– Blog– Forums– PPC– Autoresponders

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Marketing Tools/Techniques

• Info Media

– Knowledge of Market– Customer Data– Case Studies– Articles– Infomercials

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Marketing Tools/Techniques

• Human Media

– Yourself– Your employees– Contact time with customers– Job Title– Networking

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Marketing Tools/Techniques

• Non Media

– Service– Word of Mouth– Community Involvement– Free Trial– Product Placement

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Marketing Tools/Techniques

• Company Attributes

– Name– Intelligent Positioning– Hours of Operation– Service– Price

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Marketing Tools/Techniques

• Company Attitudes

– Easy to do business with– Flexibility– Speed– Attention to Detail– Passion & Enthusiasm

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Questions?

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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

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Andy PoultonBusiness West Business Link ICT Specialist

Tools to implement your Marketing StrategiesSocial Media Tools – How to be affective and generate

business leads

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66Slides available from www.159.be

Gue

rrill

a e-

mar

ketin

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Noah Kalina

21m views on YouTube in 5 years

Now that’s the magic of web marketing

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Gue

rrill

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mar

ketin

g

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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World Wide Web – Reality Check

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Vast Market Opportunity

World Wide Web – Reality Check

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World Wide Web – Reality Check

6.9 Bn

1.8 Bn

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Lots of money spent online

World Wide Web – Reality Check

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World Wide Web – Reality Check

2009 2010

£88 bn £118 bn

£150 bn £200 bn

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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

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New ways of working means

People spend more and moretime online

World Wide Web – Reality Check

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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

World Wide Web – Reality Check

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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?

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Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?

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Does it Grab the Attention?

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Online Networks

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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

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Social Networks

Social Media is the

No. 1 online activity

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Social Networks

2/3rds of the Global Internet population visit

Social Networks

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Social Networks

10% of all internet time is spent on Social

Networks

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Social Networks

www.facebook.com

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1/ China

2/ India

3/ Facebook

4/ USA

Facebook

If Facebook was a country it would be

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Adds 1/2m users every

day

Facebook

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5bn minutesspent on

Facebook EVERY day

Facebook

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1bn• web links

• news stories

• blog posts

shared each week

Facebook

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Facebook now has a greatershare of theinternet than

Facebook

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Online Networks – Howwww.facebook.com

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Facebook – Getting Started

3 Types of presence

• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines

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Facebook – Getting Started

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

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Facebook – Getting Started

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]

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Facebook – Getting Started – build profile

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Facebook – Getting Started – build page

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Facebook – Getting Started – Join In

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Facebook – Advertising

• Targeted

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

• Measurable

• Controllable • Daily Budget• Scheduling

• Test, Measure, Feedback

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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

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Business Networks

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Over 120 millionregistered professional

users in more than

200 countries

Linkedin – Networking for Professionals

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More than 50% located outside

of the USA

Linkedin – Networking for Professionals

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More than 1.5m companies have

a Linkedin Company Page

Linkedin – Networking for Professionals

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Adds 1m new members every 12 days

Linkedin – Networking for Professionals

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More than 2bn people searches

in 2010

Linkedin – Networking for Professionals

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Linkedin – Networking for Professionals

www.linkedin.com

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Linkedin – Getting Started – build profile

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Linkedin – Build Company Page

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Linkedin – Getting Started – make contacts

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Linkedin – Getting Started – find groups

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Linkedin – Getting Started – Answers

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Linkedin – Advertise

• Targeted

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

• Measurable

• Controllable • Daily Budget• Scheduling

• Test, Measure, Feedback

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

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Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m

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Viral Marketing – How & Why

The Thresher ‘Virus’

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Viral Marketing – How & Why

• Discount Voucher intended for Suppliers and their Friends

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

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Viral Marketing – How & Why

• Created queues outside stores

• National TV news coverage

• National Radio coverage

• National Print news coverage

• Generated a rumoured £15m T/O

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Britain’s Got TalentSusan Boyle

Over 70m viewings in 1 week

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Viral Marketing -How

• Refer a friend

• Competitions

• Video

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Video Marketing

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Video Marketing

2nd most searched

site on theinternet

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Video Marketing

3bnvideos watched

every day

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Video Marketing

24 hoursof new contentuploaded every

minute

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Video Marketing

Average personspends

15 minuteson YouTube every day

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Video Marketing

70% of YouTube

activity takes place outside of

the USA

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Video Marketing

YouTube clips now

incorporated in Google Search

results

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Video Marketing

• Outsource to Video Production Company

• DIY

Your Video

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Video Marketing

Your Video

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Video Marketing

Your Video

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Video Marketing

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Video Marketing

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Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing

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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

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Email Marketing

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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

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Why Email Marketing?

It’s Not Expensive

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Why Email Marketing?

It’s Effective

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Why Email Marketing?

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

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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

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Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Measure, Feedback - repeat

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Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken

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Email Marketing – Measure by Measure

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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

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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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

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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

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

1/ Sign up

2/ Choose a look

3/ Get typing

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Blogging – Where

www.blogger.com

www.wordpress.com

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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TWITTER

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Twitter

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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

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Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool

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Twitter – How

Go to www.twitter.com

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Twitter – How

Write a short profile

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Twitter – HowFind People to Follow

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Anything

Twitter – What to Tweet

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary

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Andy Poulton

Business Link

M: 07966 547146

[email protected]

andypoulton

andypoulton

Thank You

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Gue

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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

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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

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What we will cover:

• Who are Enterprise Europe Network (EEN)• Our Role• Organisation Capability• Services we cover in the South West• European Partnership Service• Case Studies• Activity – creating your own profile• Next Steps• Questions

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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 15 people in South West, ensuring regional coverage

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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

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Organisational capability

Scotland (3 partner in consortium)

Northern Ireland (1)

North West (4)

North East of England (2)

Yorkshire (4)

Midlands (3)

East of England (1)

London (4)

South East (3)

Wales (2)

South West of England (1)

• Europe’s largest business support organisation

• 11 Enterprise Europe Networks in the UK

• Not just EU Countries Now in 49 Countries

• Local yet Global

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49 Countries including:27 Member States + 21 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

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Services available in the South WestAdvice on trading in Europe including: • VAT• EU policies & directives• CE marking• legislation• Intellectual Property advice

Access to the Networks Partner Search Tool• Commercial• Technology • Research

Support to access European R&D funding :• Framework Programme 7 – FP7 • Euro Stars• Assistance with R&D Applications

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European Partnership Service

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

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European Partnership Service

• 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

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European Partnership Service

• 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

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European Partnership Service

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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

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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

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Case Study: Hemisphere Freight

Engagement to Date:• 47 Expressions of

Interest• 2 Partnership

Agreements• 1 Profile

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Case Study: Isoperla

Engagement to Date:• 9 Expressions of

Interest• 1 Partnership

Agreements• 2 Profiles

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Case Study: Rokkaplay

Engagement to Date:• 41 Expressions of

Interest• 2 Partnership

Agreements 2 close to agreements

• 2 Profiles

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Case Study: McCormick Weeks

Engagement to Date:• 2 Expressions of

Interest• 1 Partnership

Agreements• 1 Profiles

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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

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Next Steps

• Webinar “How to get the most from our Partner Search Tool” Monday 10th October 2011 at 11.00am Monday 24th October 2011 at 2.00pm

• One of the team will contact you

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Any Questions?

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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

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What's Next!Complete the Feedback Form

Complete the EEN Profile FormBook onto a Webinar

Book onto the 2 Day Guerrilla Marketing Event

NETWORK OVER LUNCH