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Welcome

IIPSIINTERNATIONAL INSTITUTE FORPRODUCT AND SERVICEINNOVATION

SCOTT CROWTHERELLIE PRECIOUS

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Today’s agenda

• 8.00am – Arrival and Coffee

• 8.15am - Roundtable Catch Up, members update on progress,challenges, questions.

• 9.00am – Strategy Session: Setting Goals and Objectives

• 10.00am – Coffee Break

• 10.15am –Using Video, How to Guide - Mark Hayward,Malthouse Engineering (Including tips from WMG SME Team)

• 11.30am - Guest Speaker – Robin Buxton, Online MarketingManager, Biffa - Search Engine Optimisation, tips toimplement and manage it effectively

• 12.00pm – Lunch

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Goals and Objectives

"80 percent of marketers incorrectlybegin with tactics instead of goals."

-eMarketer Report 2012

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Goals

What are your marketing goals?(they should align with your company goals !!!)

• Build a brand?• Manage Risk?• Build a reputation?• Develop relationships?• Sales results?

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Objectives

How will you meet your goals?Create some achievable targets that are measurableand align with your company aims.

• Drive more website traffic?• Gaining more business contacts?• Don’t overstretch yourself!• Make them SMART…

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Objectives

SMART means:

• Specific• Measurable• Achievable• Realistic• Time-specific

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Goals and Objectives

Goal:Grow the business by 10% by expanding into new markets.

Objectives:New marketing campaign in France, achieving gross salesof £50,000 by June 2014.

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Goals and Objectives

Goal:Become known as industry thought leaders.

Objectives:Have the MD published in 5 major trade publications.Gain 500 followers across Social Media networks.By end March 2015.

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Goals and Objectives

Goal:Increase number of winter season paying visitors by 20%.

Objectives:By end January 2014, run 1 online discount voucheroffer and a complementary Social Media campaign andemail marketing campaign to grow the CRM databaseto 500 people.

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Goals and Objectives

In groups/pairs, try some goals and objectives for…

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Goals and Objectives

Now try for your company!

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Goals and Objectives

Now let’s get creative with delivery strategies!

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Today’s agenda

• 8.00am – Arrival and Coffee

• 8.15am - Roundtable Catch Up, members update on progress,challenges, questions.

• 9.00am – Strategy Session: Setting Goals and Objectives

• 10.00am – Coffee Break

• 10.15am –Using Video, How to Guide - Mark Hayward,Malthouse Engineering (Including tips from WMG SME Team)

• 11.30am - Guest Speaker – Robin Buxton, Online MarketingManager, Biffa - Search Engine Optimisation, tips toimplement and manage it effectively

• 12.00pm – Lunch

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Tips to make great B2B Videos

• Invest in production

• Practice

• Think Outside of the Box

• Show off your Expertise

• Emotional Connection

• Make Customers stars

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The Good

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What are customerssaying about your

competitors, anyonedisgruntled…….

Power of key clients

The Good

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Profiles on Facebook, YouTubeImpact:Web enquiries up by 180%Increase in conversions and sales

The Good

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The Good

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Animation Tools

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The Bad

• No Call to Action

• Bland Backgrounds/Speakers

• Low quality/amateur video

• No Optimisation

• Too Commercial

• Abandoning Ship

• No Cross Promotion© 2013

The …Pranksters

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Vine & Instagram

• http://econsultancy.com/uk/blog/62441-brands-that-use-vine-five-great-vs-five-bad-examples

• http://www.marketingmagazine.co.uk/article/1217706/brands-fuel-explosive-growth-instagram-video

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Video Email

• http://www.dmnews.com/the-good-the-bad-and-the-video-email/article/275841/

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21st November: RecruitmentBreakfast26th November: Cloud forBusiness3rd December: Low VolumeManufacturing

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