hertfordshire chamber of commerce chamber... · 2020-04-16 · hertfordshire chamber of commerce...
TRANSCRIPT
![Page 1: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/1.jpg)
This webinar is brought to you by
Hertfordshire Chamber of Commerce
in partnership with
Hertfordshire Growth Hub
![Page 2: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/2.jpg)
Hertfordshire Growth Hub
At the centre of Hertfordshire’s business support ecosystem - working closely with local and national B2B service providers to support businesses
Enables businesses at any stage to access support services across the county
Delivered by an experienced consortium led by business support services provider Exemplas, with the University of Hertfordshire and Hertfordshire Chamber of Commerce
![Page 3: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/3.jpg)
COVID-19 Support
Dedicated COVID-19 Business Resource Page and Hubwww.hertsgrowthhub.com/covid-19
One to one advice from experienced Advisors
Webinar and Expert Panel Q & A sessions
![Page 4: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/4.jpg)
Contact us
Monday to Friday 8.30 am to 5.30 pm
Tel 01707 398168
Tweet @HertsGrowthHub
Email [email protected]
Live Chat www.hertsgrowthhub.com
![Page 5: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/5.jpg)
C H E R Y L L U Z E T I 1 5 . 0 4 . 2 0 2 0
WA G A D A’ S D I G I TA L M A R K E T I N G
EF F ECTI V E M A RK ETI N G I N A CRI S I S
![Page 6: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/6.jpg)
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r
W a g a d a
![Page 7: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/7.jpg)
![Page 8: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/8.jpg)
Why you shouldn’t reduce marketing activity…
Pizza Hut and Taco Bell
In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)
![Page 9: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/9.jpg)
“I thought about it and decided not to take part.”
- Sam Walton, founder of WalMart, talking about the 1990 recession
![Page 10: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/10.jpg)
“I thought about it and decided not to take part.”
- Sam Walton, founder of WalMart, talking about the 1990 recession
![Page 11: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/11.jpg)
Why you shouldn’t reduce marketing activity…
Pizza Hut and Taco Bell
In the 1990-1991 recession, Pizza Hut and Taco Bell capitalisedon McDonald’s reduction in advertising and promotion. This led to Pizza Hut increasing sales by 61%, Taco Bell by 40% with McDonald’s declining by an enormous 28%. (Forbes)
![Page 12: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/12.jpg)
B E P R E P A R E D T O A D A P TT O C R E A T E O P P O R T U N I T Y
![Page 13: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/13.jpg)
Manylocalbusinesseshavebeenputtingtheirskillstogoodusetohelpthebusinesscommunity.
![Page 14: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/14.jpg)
I N T H E C U R R E N T C L I M A T E ,M A R K E T E R S W I L L N E E D T O T H I N K
S H O R T A N D L O N G T E R M
www.wagada.co.uk
![Page 15: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/15.jpg)
So where do we start?
![Page 16: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/16.jpg)
So where do we start?
Situation Analysis: Where are we now?
Objectives: Where do we WANT to be?
Strategy: How do we get there?
Tactics: How EXACTLY do we get there?
Action: What is our plan of action?
Control: Did we achieve our objectives?
![Page 17: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/17.jpg)
M A R K E T I N G M E S S A G E S I N A T I M E O F C R I S I S
www.wagada.co.uk
![Page 18: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/18.jpg)
Match the Message and the Platform…
Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid
advertising. • Instagram is where you build brand affinity with existing
customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and
attract new talent. • YouTube is where you support existing customers with
education and video help content
![Page 19: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/19.jpg)
Family Values…
![Page 20: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/20.jpg)
A D VA N T A G E S O F S O C I A L M E D I A I N A T I M E O F C R I S I S
![Page 21: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/21.jpg)
Why is social media so important?
• Usage is up during the Coronavirus – 40 to 50%*• Humanise your brand• Build familiarity• Develop community and loyalty• Build brand awareness• Engage with your audience• Help your customers get to know you and what you stand for• Sell without selling
* https://about.fb.com/news/2020/03/keeping-our-apps-stable-during-covid-1
![Page 22: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/22.jpg)
Match the Message and the Platform…
Create a mission statement for each of your channels:• Facebook is best for acquiring new customers via paid
advertising. • Instagram is where you build brand affinity with existing
customers. • Twitter is where you engage press and industry influencers.• LinkedIn is where you engage existing employees and
attract new talent. • YouTube is where you support existing customers with
education and video help content
![Page 23: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/23.jpg)
Refine your brand voice
DON’T BE BLAND…
STAND OUT FROM THE COMPETITION…
![Page 24: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/24.jpg)
Refine your brand voice
Everybody likes:
But some people love…
![Page 25: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/25.jpg)
Refine your brand voice
What are you looking to convey?
fun exciting honest intelligent switched on vintage colourful youthful casual rural
artistic outdoor wild spontaneousorganised planned warm minimal authentic
niche city life popular innovative fun place to work opportunities training
human personal customer servicefashionable mature modern
business like professional trustworthy responsibleinspirational cheeky quirky
![Page 26: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/26.jpg)
Refine your brand voice
What are you looking to convey?
fun exciting honest intelligent switched on vintage colourful youthful casual rural
artistic outdoor wild spontaneousorganised planned warm minimal authentic
niche city life popular innovative fun place to work opportunities training
human personal customer servicefashionable mature modern
business like professional trustworthy responsibleinspirational cheeky quirky
![Page 27: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/27.jpg)
Refine your brand voice
![Page 28: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/28.jpg)
B E V I S I B L E
www.wagada.co.uk
![Page 29: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/29.jpg)
Refine your brand voiceDuring the global pandemic, consumers can’tvisit your storefront
or business location…
GoogleMyBusinessBRIDGESTHEGAP
betweenyourwebsiteandtheconsumer
![Page 30: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/30.jpg)
Refine your brand voice
§ Addimages§ Addeventsandnews§ Addquestionsandanswers§ Checkcategory§ Addressconsistency
Google My Business
![Page 31: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/31.jpg)
Refine your brand voice
Why are Reviews so Important?
• Thestarsreallystandout• Greatforconversions/clickthroughs
• Googlecanverifythereviews
Howtomakethemmoreeffective:• Getthekeywordinthereview• Respondtoeachreview
![Page 32: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/32.jpg)
“The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.”
- Mark Ritson, Marketing Week
![Page 33: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/33.jpg)
Any Questions?
Stay Safe!
![Page 34: Hertfordshire Chamber of Commerce Chamber... · 2020-04-16 · Hertfordshire Chamber of Commerce ... Hertfordshire Growth Hub At the centre of Hertfordshire’s business support ecosystem](https://reader034.vdocument.in/reader034/viewer/2022042601/5f82b23772dcae30e6375d63/html5/thumbnails/34.jpg)
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e tM a n a g i n g D i r e c t o r
W a g a d a
@wagada_stalbans
www.facebook.com/wagada
www.linkedin.com/wagada
www.instagram.com/wagadahq