Marketing on a budget

It’s the thought that counts

1. It’s good to be small

1. It’s good to be small

• You are your brand, so you can control how your brand appears

• Make everything that you do a positive representation of your brand:– Add value at every turn– Be positive and responsive– Be consistent – know what your brand stands for and deliver it (the

CEO of ANZ can’t control every aspect of his brand, you can)

2. Know what your brand stands for

2. Know what your brand stands for

• A brand wheel will help you work out the good (and bad) things about your brand and help you get to your BRAND ESSENCE

• Your BRAND ESSENCE should be summed up in 3 key words• Do yourself a brand wheel, then run it by clients, colleagues,

family – is it a true representation?• Don’t labour it too much • Emotional and rational

LogoRed

One stop shop

FlexibleKnowledgeable

Small

Stand out creative thinking

On time delivery

Cost-effective

Attention to detail

TerraceBrand knowledge

Eyes and ears

Competent

Informed

Hero

Small

Irreverent

SupportiveResponsive

Stress relief

Savvy

Protected

Connected

CreativePartner

NimbleEasy

Ideas

Kick butt

3. The internet is a wonderful thing

3. The internet is good

• The internet is a research tool and a listening device• You can find out a lot about potential clients, for example, by

having a good look at their site:– What can you infer about their culture and their values?– What are they most proud of– What’s their story about themselves– How willing are they to interact with the outside world? Do they make

it easy for people to carry on a conversation with them?

• Hot topics on twitter, digg.com, stumbleon.com etc– What are people saying about your client, a brand, issues?– Hot off the press 16/06/10

http://twitter.com/search?q=%23penrithdebate

From the Red Ark website you can learn a lot about our company and a bit about me, the CEO. So don’t write me an email like this

4. Find brandmates

4. Find brandmates

• Even the biggest companies can benefit from aligning themselves with like minded brands and making beautiful music together

• Look for alliance partners who:– Need to reach a similar target audience– Have similar values to you– Can offer products, services, ideas that complement each other– Have complementary touchpoints (for example one has a strong

online presence, one has a strong retail presence – how can you leverage the real and virtual worlds?)

5. Do a little bit of marketing every day

5. Do it every day• Send a link to a client or prospect to an interesting story that they

may not have come across (that’s relevant to their business or industry)

• Subscribe to e-newsletters that your clients might subscribe to – so you’re always up on the latest industry goss

• Add a blog to your website – WRITE ABOUT WHAT YOU CARE ABOUT. It’s good for search optimisation too.

• Watch what your competitors are doing and do something different• Make a little gesture to show you appreciate their business• Do some pro bono work for a charity (it’s just good karma)

7. Start today