05.10.11 - innovative marketing strategies - bridgwater
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Innovative Marketing Strategiesfor small businesses with a limited budget
BridgwaterWednesday 5th October 2011
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
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?
7-Sentence Marketing Plan
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
7-Sentence Marketing Plan
3 – Target Audience
– Key to marketing success– 92/4/4– Nanocasting
7-Sentence Marketing Plan
4 – Marketing Tools/Techniques
– Suitable for target audience– Context as well as Content– Over 200 Marketing tools/techniques
7-Sentence Marketing Plan
5 – Niche
– Your position in the market place– Specialist functions
7-Sentence Marketing Plan
6 – Corporate Identity
– What are the values of your company– All things equal, these can set you apart from
competition
7-Sentence Marketing Plan
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
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
Guerrilla Marketing Examples
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
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
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.
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
Marketing Tools/Techniques
• Mini Media
– Business Cards– Stationery– Postcards– Personal Letters– Trade Shows
Marketing Tools/Techniques
• Maxi Media
– Advertising– Direct Mail– Television
– Do these last!
Marketing Tools/Techniques
• e-Media
– Website– Blog– Forums– PPC– Autoresponders
Marketing Tools/Techniques
• Info Media
– Knowledge of Market– Customer Data– Case Studies– Articles– Infomercials
Marketing Tools/Techniques
• Human Media
– Yourself– Your employees– Contact time with customers– Job Title– Networking
Marketing Tools/Techniques
• Non Media
– Service– Word of Mouth– Community Involvement– Free Trial– Product Placement
Marketing Tools/Techniques
• Company Attributes
– Name– Intelligent Positioning– Hours of Operation– Service– Price
Marketing Tools/Techniques
• 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
66Slides available from www.159.be
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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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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
73Slides available from www.159.be
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?
82Slides available from www.159.be
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
Agenda
85Slides available from www.159.be
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
90Slides available from www.159.be
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
If Facebook was a country it would be
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Adds 1/2m users every
day
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5bn minutesspent on
Facebook EVERY day
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1bn• web links
• news stories
• blog posts
shared each week
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Facebook now has a greatershare of theinternet than
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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
100Slides available from www.159.be
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]
101Slides available from www.159.be
Facebook – Getting Started – build profile
102Slides available from www.159.be
Facebook – Getting Started – build page
103Slides available from www.159.be
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
105Slides available from www.159.be
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
106Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
107Slides available from www.159.be
Business Networks
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Over 120 millionregistered professional
users in more than
200 countries
Linkedin – Networking for Professionals
109Slides available from www.159.be
More than 50% located outside
of the USA
Linkedin – Networking for Professionals
110Slides available from www.159.be
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
120Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
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
Agenda
130Slides available from www.159.be
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
138Slides available from www.159.be
Video Marketing
Your Video
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Video Marketing
Your Video
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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
144Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
145Slides available from www.159.be
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
147Slides available from www.159.be
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
152Slides available from www.159.be
Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
153Slides available from www.159.be
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
155Slides available from www.159.be
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
156Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
157Slides available from www.159.be
158Slides available from www.159.be
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
159Slides available from www.159.be
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
160Slides available from www.159.be
It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
161Slides available from www.159.be
Blogging – Where
www.blogger.com
www.wordpress.com
162Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
163Slides available from www.159.be
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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
167Slides available from www.159.be
Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
168Slides available from www.159.be
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
Summary
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Andy Poulton
Business Link
M: 07966 547146
andy.poulton@businesslinksw.co.uk
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 |177
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
Title of the presentation | Date |178
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
Title of the presentation | Date |184
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
Title of the presentation | Date |186
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
Title of the presentation | Date |189
Case Study: Hemisphere Freight
Engagement to Date:• 47 Expressions of
Interest• 2 Partnership
Agreements• 1 Profile
Title of the presentation | Date |190
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
Title of the presentation | Date |192
Case Study: McCormick Weeks
Engagement to Date:• 2 Expressions of
Interest• 1 Partnership
Agreements• 1 Profiles
Title of the presentation | Date |193
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
Title of the presentation | Date |194
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
Title of the presentation | Date |195
Any Questions?
Tara Gillam – Client Services ManagerEnterprise Europe Network South WestT: 01275 370 867M: 07765 999 296E: tara.gillam@enterpriseeuropesw.org.ukW: www.enterpriseeuropesw.org.uk or www.eensw.co.uk
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
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