Download - Marketing on a Shoestring Budget
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© 2009 Whizbang
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© 2012 Whizbang
“Marketing ona Shoestring Budget”
08-21-12
A Paso Robles Chamber of Commerce Event Series,
Exceed Your Vision.Sponsored by the North County Business
Resource Center
La Quinta Inn & Suites, Paso Robles, CA
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About MeI have 23 years experience as a marketing professional.My agency experience includes working at Asatsu/BBDO, Leo Burnett, Ogilvy & Mather, Team One, Turner. My client experience includes; Allstate, American Air Lines, American Cancer Society, American Express, Delta, Disney, IBM, Kodak, Lexus, McDonalds, Morgan Stanley, P&G, Pioneer,1996 Olympic Games, University of Illinois, United Way.
I co-founded Whizbang Marketing in San Luis Obispo in 2001. Since then, Whizbang has worked with over 100 local businesses helping them achieve their success.
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About WhizbangWhizbang is a full-service marketing firm located in San Luis Obispo, CA. We deliver innovative and idea driven solutions for our clients’ brands through all B2B, B2C, B2G, B2P, P2P and all the other "2" acronym touch-points.
Our mission is to deliver ideas with impact to help businesses succeed.
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© 2012 Whizbang
FOLLOW WHIZBANG• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• [email protected]• Linkedin.com/in/frankscotti
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© 2012 Whizbang
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SITUATION
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SITUATION• Unfavorable economy• Cost of advertising• Competition• Clutter• Community size• Cost of eCommerce website• Cost of goods increasing• Margins decreasing
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SALES CHANNELS
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SALES CHANNELS• Brick & Morter• eCommerce• Postal delivery• Digital delivery• On-site• Distribution• Events• Catalog
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ADVERTISING CHANNELS
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© 2012 Whizbang
ADVERTISING CHANNELS• Print ads
• Radio• Out of home• Direct mail• Promotions• Online marketing
continued…
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ADVERTISING CHANNELS• Print ads
• Radio• Out of home• Direct mail• Promotions• Online marketing
• Endorsements• Sponsorships• PR• Referral program• Guerrilla• Word of mouth
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© 2012 Whizbang
ADVERTISING CHANNELS• Print ads
• Radio• Out of Home• Direct Mail• Promotions• Online marketing
• Endorsements• Sponsorships• PR• Referral program• Guerrilla• Word of mouth
5:50
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© 2012 Whizbang
GUIDELINES The Four C’s
• Clarity• Consistency• Creativity• Commitment
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GUIDELINES• Clarity
- Clear budget
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GUIDELINES• Clarity
- Clear budget- Clear marketing goal
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© 2012 Whizbang
GUIDELINES• Clarity
- Clear budget- Clear marketing goal- Clear brand positioning
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© 2012 Whizbang
GUIDELINES• Clarity
- Clear budget- Clear marketing goal- Clear brand positioning- Clear advertising objective
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© 2012 Whizbang
GUIDELINES• Clarity
- Clear budget- Clear marketing goal- Clear brand positioning- Clear advertising objective
- Clear media plan
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GUIDELINES• ClarityWhat’s the difference between a marketing goal, an advertising objective and a media plan?
-Marketing Objective: to Increase Sales by 10%
-Advertising = communication; to a defined audience, information and a point-of-view that stimulates action
-Media Plan: a schedule of where and when you will share your advertising message
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GUIDELINES• Clarity• Consistency
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GUIDELINES• Clarity• Consistency
- Consistent brand image
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© 2012 Whizbang
GUIDELINES• Clarity• Consistency
- Consistent brand image- Consistent brand message
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GUIDELINES• Clarity• Consistency
- Consistent brand image- Consistent brand message- Consistent presence
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GUIDELINES• Clarity• Consistency• Creativity
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GUIDELINES• Clarity• Consistency• Creativity
- Are you breaking thru- Is your marketing effort memorable
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GUIDELINES• Clarity• Consistency• Creativity• Commitment
- the worst thing you can do is start then stop
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© 2012 Whizbang
EFFECTIVE MARKETINGis determined by:
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© 2012 Whizbang
EFFECTIVE MARKETINGis determined by:
• Money• Time• Longevity• Luck• Size• Location• A lot of influential friends
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© 2012 Whizbang
EFFECTIVE MARKETINGis determined by:
• Money• Time• Longevity• Luck• Size• Location• A lot of influential friends
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LOW COST MARKETING TACTICS
In the following slides, I will show you how to use marketing tactics that will bring customers to your business…on a “shoestring budget.”
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Public relations
• Press releases• Facebook• Twitter• Yelp!• Google Places• eMarketing• In-store• Community cause
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LOW COST MARKETING TACTICS• Public relations
• Press releases• Facebook• Twitter• Yelp!• Google Places• eMarketing• In-store• Community cause
TIME
TIME & MONEY
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LOW COST MARKETING TACTICS• Public Relations
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LOW COST MARKETING TACTICS• Public Relations
“Public relations helps an organization and its publics adapt mutually to each other.” –Public Relations Society of America
- Two-way communication isthe new objective.
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LOW COST MARKETING TACTICS• Public Relations - community cause
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LOW COST MARKETING TACTICS• Public Relations - community cause
- what is your current community cause?
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LOW COST MARKETING TACTICS• Public Relations - community cause
- what is your current community cause?- how is your cause related to your business?
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Public Relations - community cause
- what is your current community cause?- how is your cause related to your business?- are you sharing it with customers?
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LOW COST MARKETING TACTICS
Community cause: DONE
• Public Relations - community cause- what is your current community cause?- how is your cause related to your business?- are you sharing it with customers?
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LOW COST MARKETING TACTICS• Public Relations – sponsorship
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LOW COST MARKETING TACTICS• Public Relations – sponsorship
- sponsor a public event that attracts your ideal customer base. For example, you make custom gift baskets. So it would be good exposure to donate sample gift baskets for fundraisers and auctions.
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LOW COST MARKETING TACTICS• Public Relations – sponsorship;
example
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LOW COST MARKETING TACTICS• Public Relations – sponsorship;
example
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LOW COST MARKETING TACTICS• Public Relations – sponsorship;
example
sponsorship: DONE
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LOW COST MARKETING TACTICS• Public Relations – get outside
6:25
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LOW COST MARKETING TACTICS• Public Relations – get outside
•speaking engagements•volunteer•join community groups•submit an op-ed
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LOW COST MARKETING TACTICS• Public Relations – get outside
•speaking engagements•volunteer•join community groups•submit an op-ed
THEN SHARE IT!
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LOW COST MARKETING TACTICS• Public Relations – get outside
•speaking engagements•volunteer•join community groups•submit an op-ed
THEN SHARE IT!
Get outside: DONE
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LOW COST MARKETING TACTICS• Press Release
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LOW COST MARKETING TACTICS• Press Release
A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or eMailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.
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LOW COST MARKETING TACTICS• Press Release
- community outreach- new hire- new partnership- locally relevant industry news- a big job completion- attending an industry tradeshow- winning an award- “green” news
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LOW COST MARKETING TACTICS• Press Release
- Atascadero News- Paso Press- Tribune- Cambrian- Tolosa Press- New Times- North County Life- Paso Robles Magazine- Gazette- 98.1 KJUG- KSBY.com
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LOW COST MARKETING TACTICS• Press Release
•Do have a useful, clear subject line
•Do have a (relevant) point•Do keep it short, direct•Do include labeled links•Do include quotes
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LOW COST MARKETING TACTICS• Press Release
•Don’t include attachments•Don’t pander•Don’t sell•Don’t exaggerate or lie•Don’t send more than one/qtr
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LOW COST MARKETING TACTICS• Press Release - Example
Business: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Press Release - Example
Business: Bloom MicroGreens, Los OsosIdea: Change her PVC plastic clamshells that she delivered her micro greens in, to PLA, a corn-based resin that is both biodegradeable and compostable.Tactic: A press release about how Bloom is one of the first companies to switch to PLA packaging.Results: Sunset “Savor” recognition, TV coverage, printed press… more customers
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LOW COST MARKETING TACTICS• Press Release - Example
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LOW COST MARKETING TACTICS• Press Release
http://ow.ly/d1Grp
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LOW COST MARKETING TACTICS• Press Release
http://ow.ly/d1Grp
Press release: DONE
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LOW COST MARKETING TACTICS• Facebook
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LOW COST MARKETING TACTICS• Facebook
WHY?•I’m a micro business.•I’m only selling to folks in north county.•Besides, most of my
clients are not on Facebook.
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LOW COST MARKETING TACTICS• Facebook
Over 70% of adult internet users
in San Luis Obispo County are on Facebook (on par with national
statistics).
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LOW COST MARKETING TACTICS• Facebook
Over 70% of adult internet users
in San Luis Obispo Countyare on Facebook (on
par with nationalstatistics).
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Facebook
•It’s easy•You get immediate
feedback•Your competitor(s) are
likely there•SEO optimization •Cross-promotion
opportunities•Facebook ads
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LOW COST MARKETING TACTICS• Facebook
•Do get trained on Facebook
•Do create a business page
•Do create a plan•Do post regularly•Do engage and involve•Do respond to everyone•Do say relevant•Do create/add value
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LOW COST MARKETING TACTICS• Facebook
•Do credit borrowed content
•Do like and engage on others
pages•Do ask for action
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LOW COST MARKETING TACTICS• Facebook
•Do consider using ads
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LOW COST MARKETING TACTICS• Facebook
Someone that searches for or likes pages related to fresh fruits and vegetables can be targeted with a Facebook ad from Talley Farms Fresh Harvest Box, and we see who else in our network of friends likes Talley, too. Cost: $1.55 if they click on the Talley Farm ad.
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LOW COST MARKETING TACTICS• Facebook – create a Facebook ad resource
http://ow.ly/d9Ffy
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LOW COST MARKETING TACTICS• Facebook - create a Facebook ad resource
www.facebook.com/advertising
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LOW COST MARKETING TACTICS• Facebook
•Don’t fail to maintain your page
•Don’t spam likes/friends•Don’t sell.•Don’t be controversial•Don’t be negative•Don’t let everyone post
for you
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Facebook
•Don’t fail to maintain your page
•Don’t spam likes/friends•Don’t sell.•Don’t be controversial•Don’t be negative•Don’t let everyone post
for you
Facebook: DONE
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LOW COST MARKETING TACTICS• Twitter
Small businesses typically get more than half of their customers through word of mouth, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network.
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LOW COST MARKETING TACTICS• Twitter
WHY?•It’s FREE•It’s EASY •It’s shareable•It’s instantaneous•It’s an engagement tool•It’s a monitoring tool• Twitter users have more
Facebook followers
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LOW COST MARKETING TACTICS• Twitter
Example as anengagement tool
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LOW COST MARKETING TACTICS• Twitter
Example as a monitoring tool
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LOW COST MARKETING TACTICS• Twitter
•Do get trained on Twitter•Do create a branded
Twitter page•Do create a plan•Do post regularly•Do engage and involve•Do respond•Do stay relevant
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LOW COST MARKETING TACTICS• Twitter
•Do create/add value•Do ask people to
share/retweet•Do learn and use #
(hashtags)•Do follow others and
interact•Do vary your tweet
types•Do be authentic•Do focus on quality
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LOW COST MARKETING TACTICS• Twitter
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LOW COST MARKETING TACTICS• Twitter
•Don’t tweet or retweet excessively
•Don’t be negative at any time
•Don’t share private info•Don’t spam•Don’t be too serious•Don’t let everyone tweet
for you
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LOW COST MARKETING TACTICS• Twitter
resource: Twitter for Small Business, Part 4
http://ow.ly/cHM06
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LOW COST MARKETING TACTICS• Twitter
resource: Twitter for Small Business, Part 4
http://ow.ly/cHM06
Twitter: DONE
6:40
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LOW COST MARKETING TACTICS• Yelp!
Yelp is an online guide that helps people find cool places to eat, shop, drink,
relaxand play, based on the opinions of
others who have used the businessand/or service.
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LOW COST MARKETING TACTICS• Yelp!
Atascadero Hay & Feed business page
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LOW COST MARKETING TACTICS• Yelp!
Atascadero Hay & Feed reviews
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LOW COST MARKETING TACTICS• Yelp!
•Do set up your business account
•Do check your listing regularly
•Do read all reviews•Do respond to all
reviews•Do ask for reviews•Do offer Yelp deals
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LOW COST MARKETING TACTICS• Yelp!
•Don’t post negative reviews on competitors page
•Don’t get angry at reviewers
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LOW COST MARKETING TACTICS• Yelp!
•Don’t post negative reviews on competitors page
•Don’t get angry at reviewersYelp!: DONE
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LOW COST MARKETING TACTICS• Email Marketing
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LOW COST MARKETING TACTICS• Email Marketing, newsletter
•Mozilla, Opera, Windows LiveConstant Contact, iContact, Vertical
Response
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© 2012 Whizbang
LOW COST MARKETING TACTICS• Email Marketing, newsletter•Do create a SIMPLE page
that includes news, tips, trends
•Do ask people to subscribe•Do include offers, specials,
LINKS•Do create an intriguing subject
line•BE THE EXPERT IN YOUR FIELD
TELL the consumer what youwant them to do.
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LOW COST MARKETING TACTICS
Subject Line:$5 in FREE GROCERIES
• Email Marketing (sample)
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LOW COST MARKETING TACTICS
Subject Line:Tasty and easy!
• Email Marketing (sample)
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LOW COST MARKETING TACTICS• Email Marketing, newsletter•Don’t send more than
one/month•Don’t include more than one
page
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LOW COST MARKETING TACTICS• Email Marketing, newsletter•Don’t send more than
one/month•Don’t include more than one
page
newsletter: DONE
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LOW COST MARKETING TACTICS
• Google Places
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LOW COST MARKETING TACTICS
• Google PlacesGoogle places is a free business listing that allows the business owner to manage their presence on Google. It is NOT an organic search listing of their website.
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LOW COST MARKETING TACTICS
• Google Places – before
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LOW COST MARKETING TACTICS
• Google Places – after
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LOW COST MARKETING TACTICS
• Google Places – after
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LOW COST MARKETING TACTICS
• Google Places - www.google.com/places
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LOW COST MARKETING TACTICS
• Google Places - www.google.com/places
Google Places: DONE
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LOW COST MARKETING TACTICS• In-Store tactics
6:55
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LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
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LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”
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LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”•Let customers know you’re on
Yelp!
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LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”•Let customers know you’re on
Yelp•Communicate your USP
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© 2012 Whizbang
LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”•Let customers know you’re on
Yelp•Communicate your USP•Enhance the experience
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© 2012 Whizbang
LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”•Let customers know you’re on
Yelp•Communicate your USP•Enhance the experience•Cross-promote with other
businesses
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© 2012 Whizbang
LOW COST MARKETING TACTICS• In-Store tactics
•Place a return incentive in every bag- frequent buyer program
•Ask for Email, Facebook “like”•Let customers know you’re on
Yelp•Communicate your USP•Enhance the experience•Cross-promote with other
businesses
In-store tactics: DONE
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“TO DO” LIST
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“TO DO” LIST• Within ONE MONTH, you will have:
– a press release- a business Facebook page- a Twitter account- a Yelp! account
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“TO DO” LIST• Within THREE MONTHS, you will have:
– an eMail newsletter- a speaking engagement- a sponsorship- a community cause- Google Places page- In-store tactics
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• Resources– Marketing Blogs
•www.ducttapemarketing.com/blog/ •www.smallbizsurvival.com/
•www.smallbusinessmavericks.com/ internetmarketing/
•www.drewsmarketingminute.com/•http://
sethgodin.typepad.com/ sethsblog/
•http://twitter.com/whizbangideas
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• Resources– Marketing Books
•Smarter, Faster, Cheaper •Duct Tape Marketing•33 Ruthless Rules of Local
Advertising•Permission Marketing•The Tipping Point
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THANK YOU• twitter.com/whizbangideas• facebook.com/whizbangideas• youtube.com/user/whizbangideas• slideshare.net/whizbangideas• [email protected]• Linkedin.com/in/frankscotti