index media - digital marketing for small business

byGavin DudleyMarketing Projects Manager

Digital Marketing forSmall Business in ZA

What we do…

• Digital marketing for small business in South Africa

• Marketing strategy

• Project rollout and management

• Provide hands-on capacity for fulfilment

SME

Why small business marketing?

• What’s the greatest good you can do in SA?

• Economic self sufficiency, sustainability for ordinary people

• The Entrepreneurial Fantasy vs. The Reality 70% SME failure rate

4-year fatality curse

80% of SA workforce employed by startups SA’s entrepreneurship ranking: 30th out of 42

Our mission

• Survival tactics for SMEs Get from subsistence to scale/stability

Overcome owner’s (business) limitations

• Meet SMEs at the 4 Year Crisis Crossroads

• Become SME’s outsource partner

• OUR MISSION IS TO LIFT EACH SMALL

BUSINESS CLIENT TO THE NEXT LEVEL

Marketing can do that?

• Marketing gives DEEP insight into the business

Products, pricing, company positioning

Broader business environment, competitors, constraints

• Save the survivors!

They’ve got proven, viable business

They’ve got proven market demand

for their product or service

The marketing effect

• Help is at hand but…

72% turn to their accountant, 53% to the bank

Only 33% use outside consultants

• Marketing strategy breaks the 4 year SME curse

Reach more customers, improve products

Business efficiencies, increased margins

Only 12% pay attention to competitors

How we work

• Know your client

1. First listen. Really listen.

2. Add broader business context

3. Set ambitious, realistic goals

• The Marketing Project Plan

1. Apply full, detailed marketing strategy and theory

2. Choose digital platform/s for delivery

3. Action plan, deliverables, timeline

$

Our digital services

Email newslettersStill the cheapest way to retain old customers ... and reach new ones.

Social media marketingFacebook? MXit? Twitter? Blogging? How to use it for business.

Market researchKnow your customers, competitors and trends in your marketplace.

Website developmentHow to make your web site work hard for your business.

Mobile phone marketingEveryone has a cell phone, right?

Customer surveysFind out what your customers really need from you

ZA Internet users…

74% use social networks

82% of them use Facebook 1.4 million ZA Facebook users 35% do it from their phones 33 is ave. age of ZA Fb user

600,000 LinkedIn users, incl. 94,000 managers 75,000 business owners 50,000 directors

How we work… in brief

1. Study client’s business environment

2. Set some near term goals

(6 months – 1yr)

3. Develop marketing strategy

4. Choose best digital marketing platform

5. Plan, rollout, manage the project

6. Measure the business success

Why you want to work with us

• We’re not selling you stuff!

• We’re listening to you.

• We’re working at your level.

• We get our hands dirty.

• We’re fully accountable, 100%.

We’re real people

• Gavin Dudley - 15 years in marketing & Internet development.

• Jacqi Brown - 10 years in HR, recruitment & project management

• The Trusteds Team… 10 contractors who consistently overdeliver!

Some Index Media projects

RESEARCH: Audit of online directory services, Telkom SA

MARKETING MATERIAL:Technology platforms for rural development, Hewlett Packard

MARKETING: Small Business Owners newsletter, Microsoft SA

RESEARCH: Computer installations in Southern Africa, DFID

RESEARCH: Open Source Technology in Africa, Soros Foundation

MARKETING STRATEGY: Truly Fantastic custom furniture makers

MARKETING MATERIAL: Web development and newsletter, Inclusive Education Western Cape

RESEARCH: Ecommerce & Social networking in Africa, WorldWideWorx

Thank you.

Gavin DudleyMarketing projects managergavin@indexmedia.co.za0833268587gavin_dudley

Research sources:• GEM Report 2010• MWeb / TNS Market Friendship 2.0 survey• WorldWideWorx, SME Survey 2007• SBP, Small Businesses Development in South Africa, 2009• CheckFacebook.com